In late 2016, Venus Comms was commissioned to create a campaign for Box Hill Institute to drive inquiry and increase enrolments which had fallen in recent years. The Skill Seeker campaign was born with restored emphasis on the fact that vocational skills matter and can be the key to a successful and rewarding life. The results showed with the campaign winning a 2017 AMI Marketing award for Excellence, a 25% surge in organic search for Box Hill, +20% in enrolments, +40% increase in inbound leads and +500% exceeded performance targets. It was without a doubt - a success.
That’s why it was no surprise when Box Hill returned to us in 2018 requiring new concepts as an extension of the Skill Seekers campaign - 2.0.
Carrying on the reoccurring theme that university cannot replicate the skills and practicality of TAFE courses, and reflecting on the “ideal future” that most university campaigns promise (but rarely produce for the majority) - I wanted to continue this expose on real universities. I took the famous speech from Trainspotting and rewrote it within the vein and theme of the positives of TAFE education and the experiences of many of my peers. There was also a focus on the word ‘Choose’ to remind our demographic of future students that the choice of continued learning and their future lies in their hands.
TRAINSPOTTING SPEECH
CONCEPTS
