Clearing Survival Guide.
UKCBC has long been a popular destination for mature students. However, school leavers are under-represented in the college.
The Clearing Survival Guide was created to support marketing events targeting students in sixth-form colleges and further education institutions who were considering higher education. The title riffs off the popular Max Brooks guide to surviving the zombie invasion, thereby humorously aligning the Clearing process with an apocalyptic event (we finish off with a Hitch Hikers Guide “Don’t Panic” reference for balance).
The campaign, planned for August 2020, would involve outreach events before and on A-level results day with the Clearing Survival Guide being offered out as part of a giveaway bag. The strategy is based around anticipating the needs of students who are likely to go through Clearing (POLAR4 quintiles 4 and 5) and delivering useful information in a tonal and visual style that feels familiar to the audience. The resulting document marked a step away from UKCBC’s formal branding and positioned the college as a genuine alternative to university for school leavers.
