Milton Keynes College was founded in 1982 and has around 3000 students. Their challenge was to create something that had never been seen in FE College marketing before. This was going to be a ‘hero’ piece in every sense of the word, competing with some of the best cinema ads, let alone educational marketing.
Specialist skill scouting
Visual identity elaboration
Social media edits
Having worked in partnership with the head of marketing Lee Parker on previous projects, as ever it was a dream to work with yet another top FE College. The only guidance and boundaries we were given were that the film needed to have a narrative based around the students, so we decided to really push this. We devised a very ambitious treatment, involving open water swimming as the ‘epic’ thread that would run throughout. As with most of our films, we also wanted to ensure that the story was anchored within the locality and that we would ‘give something back’ to the characters and locations that make up the fabric of Milton Keynes.
We managed to find an incredible piece of music from musicbed which helped with the timing of the edit. The final result is a 60 second film which combines three loose narratives about overcoming adversity and keeping going. We also created three 15-second social media edits, which helped to spread the message further.
For the first time, the marketing team at Northampton College focused their entire enrolment campaign budget on new media. As the centrepiece of this digital-only approach, the college commissioned Clearhead to create a stunning promotional film.