City Lit campaign

A unique brand positioning and consistent messaging helps City Lit to maximise awareness and drive its student recruitment campaign.

Blank billboards on the wall with escalator

Overview

City Lit offers over 4,000 part-time courses to 30,000 students a year from across London and beyond. Validated by Ofsted, it has an ‘outstanding’ reputation for learning, enabling individuals to develop new skills for work or a change of direction, starting (or restarting) their education journey as adults. 

The College was facing a hard recruitment challenge as potential students were beginning to make tough choices about where to spend their disposable income. In this context Fabrik was tasked with developing a new positioning and student campaign design, concentrating thinking on a more focused engagement strategy, to maximise awareness and drive enrolment.

Outcome

Creating a strong positioning statement that could appeal to both current and prospective students as well as staff, press and other stakeholders was critical. ‘Where London learns’ not only provides a meaningful and confident stamp to underpin all communications, it also provides flexibility to extend across future student campaigns or multiple initiatives. By creating a singular outlook, it ensures repeat engagement and emphasises City Lit’s authority in the adult learning market. 

With a subtle evolution in the visual style, the campaign was rolled out through outdoor, press and online advertising, direct marketing, social media and major PR & event initiatives.

What we did

  • Communications audit
  • Positioning & differentiation
  • Campaign strategy & concepts
  • Copywriting & messaging
  • Focus group testing
  • Design development
  • Engagement strategy
  • Media planning / buying
  • Implementation & roll-out
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