When I was approached to create an A5 flyer to promote Pathways, I proposed we take a step back and look at what we were trying to achieve and how we could best approach it. Pathways is promoted online through YES’s social media and by email through most sales come from face to face meetings with Head Teachers. I identified this as the point we should focus our efforts.

With YES’s CEO, Geoff, we created a hierarchy of what was important in the eyes of the Head Teachers when making a decision on enrolling students in Pathways. I used this to develop the story we’d tell in the document. We didn’t know how long Geoff might get with the Heads, so I pulled key stats and quotes from the original text, reformatting it into more digestible chunks so that every page had info you could read in three seconds, thirty seconds or three minutes. That way he could always hit on a key sales point and leave them with a booklet with more info and a solid call to action.

Pathways was fully booked for 2018 only weeks after the publication of the impact report. The strategy was so successful, YES continued to use it into 2019 and 2020.

Credits

Photos by Francesco Mariani
Copy by Taylor Nisbet