- First year applications for the new course were oversubscribed by 600%
- Consistent brand image across brand touchpoints
- I directed the photo and video shoot creating an on-brand media library
Tone of voice
Directed photo and video shoot
I surveyed and interviewed young actors applying for first year acting courses to get their insight into applying and the courses available. I found in applying for higher education, actors face a lot of rejection and are often placated with niceties from large organisations. Successful applicants face exorbitant fees for the privilege of their tuition and the feeling is that the schools don’t care for the people on the courses as long as they pay.
A recurring theme from the actors I spoke to was that they have a long held dream they’ve worked towards for years, something the larger schools seemed indifferent to. ACS took a more personal approach to teaching and to their student relationships best described in a quote from Director Mark Westbrook, “We’re small but we like it that way. We get the time to spend with the people who come through our school, we get to show we actually give a shit about them and their acting career”.
By pairing these two ideas together, the personable acting school understanding the aspirations of its students, we created the tagline Our dream is to help you achieve yours. It immediately shows the brands purpose and its personality, differentiating ACS from its larger competitors.
The direction of the campaign was built from that feeling. I planned and directed a ‘day in the life’ media shoot to create energetic images that showed the positive attitude of ACS towards its students. This involved hiring and directing a photographer and videographer, and organising a set of over 20 people on the day of the shoot. The resulting photography and video – [no longer online] – were the basis of the schools marketing campaign, being used across the website and the brand’s social media channels.
I paired the photography with strong, straightforward statements that spoke directly to the actor that won’t give up on themselves. The campaign was applied where aspiring actors would be: on social media, at trade events and in print magazines such as The Stage.
When applying to acting schools, actors face a lot of rejection. I created a branding that spoke directly to them. Nothing superfluous, a clear message of we understand you, this is what we can offer you in the next year, are you interested? I then applied this message across print, digital, social, advertising and event collateral.
The campaign was successful with the course received 600% its capacity in applications. The course was filled and the client was more than happy with the result.
Enquire now and let’s chat about the future and what we can create
Every week there’s advice for creating your brand, more pretty designs and regular nonsense.
Now doesn’t that sound like something worth seeing?