Case Study

‘Learning Around You’ project for The Open University

Outline

The Open University embarked on an innovative project, initially titled “Bringing Learning to Life.” This was later renamed after a branding workshop and brainstorming session with the client and the project key stakeholders, rebranded as “Learning Around You.”

Services
    Design, branding, customer profiling, print, online marketing, photography, digital services and website

Learning Around You – Programme objectives

The project for The Open University aimed to enhance access to functional skills in Maths and English for adult learners, leveraging a grant from the Flexible Learning Fund. In collaboration with three partner colleges – Watford, Bedford, and Newcastle – the project sought to offer flexible learning options through the OU’s OpenLearn platform.

Often individuals do not fulfil their potential during their time in the education system due to various challenges, such as early pregnancy, association with negative influences, or progressing in careers without essential qualifications. Research indicates that these barriers often lead to gaps in core skills, hindering further advancement in their professional lives.

The “Learning Around You” government-funded programme was launched to address these issues. By providing flexible learning opportunities, using the OU’s Open Learn Platform, delivered locally by community colleges, the programme aimed to enable adults to gain essential qualifications and unlock their full potential.

Key client programme objectives

• Develop a cohesive and engaging brand for the ‘Learning Around You’ project.

• Create and distribute a range of marketing assets to support learner engagement across partner colleges.

• Build a user-friendly website to serve both as a marketing hub and a resource repository for project partners.

Learning Around You – Brand development

Created a comprehensive brand structure, including guidelines that ensured consistent messaging and visual identity conformity across all platforms and requirements. This was achieved by standardising design elements, tone of voice, and logos to maintain a unified presence, enhancing recognition and trust.

Developed personas to target specific audience segments, tailoring the project’s messaging to resonate with a diverse set of learner groups. By identifying key demographics and their needs, the messaging was customised to appeal to various learner motivations, ensuring maximum engagement and relevance across different platforms.

Learning Around You – Asset creation

VI produced various marketing materials, including pull-up banners, leaflets, email campaigns, and social media posts. These assets were designed to engage both institutions and individual learners, showcasing the flexibility and accessibility of the courses.

The marketing assets were deemed essential for the rollout’s success as they were tailored to raise awareness and drive engagement. Pull-up banners and leaflets provided a physical presence at partner college promotional events, while email campaigns and social media posts allowed for broad digital outreach.

These materials were critical in highlighting the unique benefits of the courses such as flexibility and accessibility – appealing to both institutions and individual learners. Their targeted design ensured consistent messaging across various platforms, creating momentum and interest for a smooth project launch and eventual nationwide expansion.

Learning Around You – Photographic shoot

We organised a one-day photoshoot at Watford College, showcasing models in various learning scenarios.

The images were designed to convey the project’s key message that learning can take place anywhere – whether on a bus, during work breaks, at home, or in college. Drawing on our extensive experience in photographic services, Visual Identity crafted a captivating visual narrative for the “Learning Around You” campaign.

Using customer personas developed during the branding phase, we carefully selected models that genuinely represented the target audience. The photoshoot was thoughtfully planned and took place both at Watford College and in different locations around Watford to authentically reflect the concept of flexible learning. Visual Identity took charge of the entire process, from art direction and commissioning a skilled photographer, to selecting the final images. These photos became integral to the marketing materials, amplifying the brand’s overall impact and message.

Learning Around You – Website development

We designed and developed a landing page aimed at generating enquiries and providing key information about the project.

The website also acted as a central repository, allowing partners to easily access and download branding assets that could be adapted and personalised to match each partner’s education brand identity, whilst ensuring consistency, in terms of ‘look and feel’, across all marketing requirements and promotions.

The website served as a vital hub for the project, enabling partner colleges to access resources effortlessly. It helped standardise the project’s outreach and streamline data collection, enhancing overall coordination and impact.

Collaboration and rollout

VI worked closely with the OU and the partner colleges to refine the project based on initial feedback. The project was initially launched on a small scale, with plans to expand across the UK, utilising the network of OU partner colleges.

Outcomes and conclusion

Although specific figures cannot be disclosed publicly, the client reported significant engagement with the “Everyday Skills” courses by March 2020, indicating the project’s success in reaching its target audience and driving learner participation. The flexibility and accessibility promoted by the “Learning Around You” brand resonated with learners, contributing to its impact.

The “Learning Around You” project effectively utilised strategic branding and targeted marketing to enhance adult education accessibility. By partnering with The Open University and its network of colleges, we successfully created a scalable model that could be expanded nationwide, offering flexible learning opportunities to adult learners across the UK.

Contact VI today to explore how we can bring ‘around’ your next project.
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