Brand positioning and website
Wyggeston and Queen Elizabeth I College (WQE) is a nationally respected Sixth Form College with a proud and prestigious heritage, dating back to its grammar school foundations in 1877. It specialises in academic courses for approximately 2500 students living in and around Leicester.
While their reputation remained high, there was a perception that the college was too challenging, with overly high academic expectations, and insufficient levels of academic support. In reality WQE is a hugely welcoming and sociable campus, where students from many different cultures, faiths and backgrounds come together to create a strong sense of togetherness and community.
In light of this perception gap and in the face of increasing competition WQE commissioned Sable&Hawkes to undertake a full brand and marketing communications review, culminating in the delivery of a new brand, positioning statement and marketing strategy to support the College’s longer-term strategic aims and objectives.
Our first step was to look wholesale at what they stood for, and believed in through a comprehensive research programme of face-to-face interviews with staff, parents and key stakeholders, focus groups with students and a college-wide online interactive survey.
The output was a positioning strategy that built on, but did not conflict with their proud past, by boiling down and revising the old grammar school ethos of placing ‘no limit on achievement’, into a central idea that anybody can ... ‘Be extraordinary’.
This solution then became adopted as college strap line and was supported and explained in application, by a series of core messages, communicated through creative and impactful copy lines and across all key marketing materials, including logo, stationery, signage, livery, college merchandise, advertising and all recruitment and marketing collateral, including a new college prospectus and website.