We began by leading a workshop with a group of allied health professionals from a range of different professions across the public and private sectors. This was to give us a well-rounded view of what was unique and appealing about the course on offer, and why students would benefit from taking part.

Combining this with our own desktop research, we then created a visual identity for the course which unified all 14 allied health professions into one – along with the funding body, the charity and the University. The visual identity used chevrons to create a sense of movement towards a common cause. There were 14 chevrons in total to reflect all the different health professions. And the shape created by the negative space reflected a cancerous cell.

We developed a suite of branded marketing material for the programme, including a website and email communications. We also developed a 12-month recruitment strategy, using a combination of owned and paid media. And we created a campaign toolkit and a suite of social assets for stakeholders to use.

Initially we focused our recruitment strategy on gathering interest and sign-ups to the course from within the local area. We did this using various paid media channels – including Facebook, Google, Ad Roll (retargeting) and Ad Roll (outreach) - and by creating communications toolkits that the stakeholders could share within their networks.

But as the campaign matured, our focus switched to making sure that those who had started the course would see it through. We wrote and automated a series of nurturing emails, using testimonials from students who had completed the course. We identified key points in the training cycle to send these emails, so that we could catch students at the right time - motivating them to keep going.