2. • The course is being created to fill the gap between a college course and going onto
• It aims to offer its students a new opportunity to enter a graphic design career
without having to go through the university environment.
• More students would attend and this would equal more funding for the college.
• It would create more publicity nationally, and in time internationally, depending on
the development of the course.
• The college could be marketed to a wider audience, i.e – through the UCAS
website. This would mean potentially students from across counties and across the
Why is the course being created?
(describe the gap in the market that is it filling, how the course will benefit the college, and list any other reasons
– you may need to research this)?
3. What are the benefits, key successes of this course
that need to be shared with the audience?
The benefits for its audience (the students) would include:
• Extensive use of lynda.com. This is a specialised site for in-depth tutorials through
a range of self learning and self-taught subjects.
• Links with people of the design industry such as the lecturers who have worked and
work in a range of design fields. For example: architecture, illustration and self
• Strong links to local universities such as Chichester.
• Access to a HE room which offers high spec. mac computers and ipads for its
• Live projects will be incorporated into the course enabling the students to have their
work seen by a larger audience.
4. What unique value will the course provide their most valuable customer?
How does this compare with other similar courses? (unit 20 – 4.2)
• The course offers professional experience and allows its students to explore their
creativity and their design skills. This is achieved by being informed about design
and gaining relevant work experience within the industry.
• The course aims to cover elements such as: design principles, history of design,
typography, advertising, visual communication, illustration, ideas generation,
referencing and professional practice.
• Comparing this course to similar courses within universities, the HNC/HND course
at South Downs College aims to offer a similar standard of education but within a
smaller, local and personalised environment. This includes self-directed study time
with two full days of guided learning.
5. Given college resources, what will the branding focus on to begin with?
(e.g. increasing brand awareness locally so as to attract local students, increasing brand awareness to attract national students; increasing
brand awareness to international students; targeting students from the existing college (i.e. repeat business).
• The initial stages of the branding would focus on fonts, colour and layout as well the
fine details of the course.
• It will also focus on promoting the course through the use of social media in order to
increase its brand awareness to potential local students. When the course has
become established and grows in funding, it will have the opportunity to advertise
across different platforms, including print based materials as well as on the web.
• The targeting of international students will primarily come through UCAS.
• Students within this college can be targeted through Open Evenings and through in-
6. What is a typical ‘customer’ profile?
Create a fictitious character – give a description of the person, complete with photo, name, some personal background
and a personality type. How could you tailor the branding to attract this person?
Bio: Sarah has previously studied Art and Design, Graphics, English
and Photography at A-level. She is unsure what to do next wherever
this be university or an apprenticeship route. She travels from Gosport on the
bus everyday, and to pass her time on this journey she will go on her mobile
phone and browse her instagram, facebook twitter and gossip to her friends.
Sarah is a typical girl and enjoys shopping, to do this she also catches the bus.
How could you tailor the branding to attract this person?
To tailor the advertising and branding to attract Sarah we could advertise on bus stops, buses once the funding has
increased for the course. However during the early establishment of the course where there is little funding the main
marketing would take place on social media and this therefore would reach Sarah and her friends. Sarah when in
conversation could further promote the course.
7. What does the big picture look like
(What are the client’s long term aims)? Are there any unmet customer needs that can be looked at?
Or opportunities to differentiate the course further? (unit 20 – 4.2).
• The client’s long term aims are to hopefully extend past the local
area – eventually having a presence nationally. It could also
potentially encourage international students, all of whom are in the
age range of 18-21.
• There are no similar courses in the area so therefore we are
meeting the unmet needs of students.
• In the future we could offer the option of specialising within a
certain design field. This could be: typography, photography, fashion,
product and interior design – this would help students go on to
achieve jobs within the relevant industry. This would therefore
differentiate the course further.
8. How have trends changed regarding student behaviour: e.g. distance students will travel to
higher education courses, types of courses students pick, reasons for picking courses?
What are the barriers to students’ learning (and what has caused these)? Describe how this market research information
can be used to support brand strategy decisions (unit 4 - 2.3).
• Fees within higher education university courses are rising and living
costs are also continuing to do so. This means that courses like this
within a college environment are likely to become increasingly
popular, allowing students to live at home with parents without the
need to travel far, whilst completing a course at HE level.
• The cost of enrolling in this course is lower than a similar course at
9. Identify a range of storytelling techniques that are used in branding (unit 4 – 2.5)
Consider how this information could be used to help form the HND brand. What is the brand’s story?
• Skip the slow parts: As we would need to retell the HNC/HND course specifics over
and over to a range of different students, it would become more beneficial to focus on the
key aspects of what the the course offers i.e – use of lynda.com and links to Chichester
university. This will ensure that the target audience will not lose interest in the course.
• Make it personal: By making the course personal the students can relate to what they
are being offered and trust the lecturers knowledge. Its important for the lecturers to gain a
good rapport with the students, so they both feel that they understand each other.
• Follow a classic story pattern: By following a classic story pattern, it creates a clear
path and structure for the students to aspire to an end goal. For example this could be a
job that they want or a specific career path they could follow.
10. What are the existing problems / on-going challenges that the client faces?
Can these be helped by the branding?
•The biggest problem that the client would experience is having to break even in order for
the course to have continued funding.
• Another continuing problem could be the ability to get enough students on the course,
however through clever use of advertisement this can be easily achieved.
• A third problem is the competition against other colleges – the branding of the HNC/HND
course would need to be unique and differ from other college courses to grab the attention
of its target audience.
11. Identify what design aspects of the course can be branded.
Consider: products; communications (online and print); marketing; advertising; and promotion.
Where could this be shown? Given the budget, what is best to target first (consider target market)?
• Given the budget the primary focus would be social media and web-based marketing
material. Our target market is 18-21 year olds so therefore young adults, who use social
media on a daily basis.
• Once the course has more funding it could look at using leaflets, flyers and branded
stationery as a second way of advertisement. These could be distributed within the college
and in the local area, e.g – shopping centres and fitness centres.