Client:	GSM London
SECTOR:	Education
SCOPE:	Photography | Art Direction | Advertising | Outdoor | Digital | Social Media | Direct Mail | Advertorials

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Testimonials

“Working with GWCM has been a seamless process from design conception through to artwork delivery. GWCM understood and perfectly captured the essence of our brand in both design and copy. The team are very responsive and a pleasure to collaborate and work with, especially when deadlines are tight! We’re delighted with their work.”
Marketing Manager, GSM London

Executive Summary

GSM London was founded in 1973, and offers both traditional degree alongside accelerated two-year programmes. Since their foundation, over 20,000 students have successfully graduated from GSM London. Many now work in key management positions all around the world, in industries such as oil and gas, and in the public and private sector.

Today international graduates, postgraduates and MBA students are studying at their Greenwich and Greenford campuses. They are all individuals who are seeking a way in which to develop their career prospects, increase their employability and attain a respected UK qualification.

Outline of Project Brief

The Business Objective:

• To raise the profile and increase the visibility of GSM London and position them as the institution which delivers higher education, with distinction and personality.
• Position GSM London over their competitors as a destination of choice for students within the 30-minute radius of both campuses.

The Challenge:

To deliver an overarching brand proposition for GSM London, supply powerful and creative campaign concepts initially for the Undergraduate recruitment drive. On top of the existing student demographic, the aim is to push for an increase in applicants from local, culturally diverse communities.

Project Launch Date

• October 2015 intake
• February 2016 intake
• June 2016 intake

Outline of Creative Solution

Gavin Willis Creative Marketing was appointed after a 5 way pitch. We studied GSM London’s customer insight which helped to execute our strategic positioning. We decided on a ‘de facto’ type message throughout all of our creative, which would aim to drive admissions and reach the strategic and business goals.

Our creative process began with a team of copywriters, who developed compelling copy suitable for working offline and online. The emotive and empowering messaging, headlines and taglines were specifically targeted to each of the GSM London intakes, which take place in February, June and October.

Taking on board the ‘GSM London Story’, we developed distinctive advertising concepts with personality.

The agency commissioned renowned photographer Marco Walker who has shot all over the world for brands such as Vogue, Moschino and Bacardi. Marco has a specific style that feels energetic, colourful and loose, but in a controlled manner, that we knew would be perfect for this campaign.

Working alongside Marco, we developed a series of inspirational images shot across London, featuring iconic landmarks such as the London Eye and The Shard.