Creating a new multi-channel campaign to drive awareness with potential adult learners.
Deliverables
Campaign assets
Digital advertising
Outdoor advertising
Press Advertising
Radio advertising
Social tiles
Brief
With low awareness and limited understanding of what Learn Local offers, Think HQ was tasked with creating a new multi-channel campaign to drive awareness with potential adult learners. Learn Local offers low cost courses for all Victorians, helping people get work, take a pathway to further study and build skills for life.
The challenge was Learn Local is an umbrella brand for over 240 community organisations with each organisation individually branded according to the local area. This is further compounded by an inconsistent product offering with each organisation delivering different courses to suit the needs of their individual communities. Without a strong brand positioning, we were tasked with creating one as well as developing an inclusive campaign that speaks to all potential audiences who want to develop core skills for work, study and life.
Strategy
The value of Learn Local providers is that the courses build confidence, social connection and are an important step towards further training or employment. The short courses cover a variety of skills, and educators provide a welcoming and low pressure environment for people to succeed.
Our campaign strategy sought to highlight the welcoming learning environment while focussing on the benefits that it provides to students in terms of outcomes. Learn Local has the power to change lives for the better, right on their doorstep. Affordable and accessible to all people, Learn Local courses open the door to new jobs, a better quality of life and further study, all near where they live.
Our campaign tagline, ‘Your Goals, Your Way’, reinforces the flexible nature of Learn Local courses and learning environments designed to help people develop core skills.
The campaign strategy and creative was adapted to suit different audiences and channels including paid, earned and owned channels for the general population, as well as adapted creative for multicultural and First Nations communities.
The Idea
With brand awareness being low, we needed a strong creative solution that would be easily recognisable as Learn Local. In response to the brief, our creative treatment sandwiched the courses together with tailored audience benefits between the brand’s name Learn Local. Our approach was informed by research which found that our audience had lower literacy rates, which increased the need for us to find a visual solution that was simple and easy to understand.
We tested and refined the creative concepts with priority target audiences as well as with Aboriginal Community Controlled Organisations (ACCOs) to ensure the images and messaging resonated with multicultural communities and First Nations people. This approach allowed us to not only get our messaging and photography right, it also helped us ensure that we highlighted the right courses and benefits for each audience. CultureVerse adapted and delivered the campaign to multicultural audiences, with in-language creative assets across social, video, OOH and below-the-line community engagement.
Campaign assets included video, radio, OOH, press, digital display, social, stakeholder materials and collateral delivered in a stakeholder pack. The campaign messaging and design elements were added to the brand guidelines.
Importantly, the creative idea and tagline delivered a unifying umbrella brand platform for Learn Local that is flexible and able to be adapted for future campaigns.
Outcomes
The mainstream campaign launched in February 2024, and the First Nations and multicultural campaigns went live in March 2024. It is too early to share campaign results including brand tracking results and website traffic.
