A range of activity takes place throughout the recruitment cycle to generate enquiries and Open Day bookings. With an inviting communication and design concept for recruiting students the future is assured. 

The question
ROC Midden Nederland is one of the largest providers of MBO (Intermediate Vocational) education in the Netherlands and supplies a broad, deep range of quality education. The organisation has over 26,000 places open for students, in 20 different cities across the country. The choice that young students face has a big influence on their futures. The result is that they are uncertain and want to know for sure whether they are making the right decision. The question was how ROC Midden Nederland could provide them with the right answers. 

The challenge
Our goal was to raise awareness of ROC Midden Nederland’s courses and facilities. To be sure that the target group could identify itself with the recruitment campaign it is about ordinary but self-aware students that had been successful in the field in which they were trained. The transparent structure and the optimism of the course information then makes it easy for the target group to choose ROC Midden Nederland and one of its many courses. 

The concept
We saw real students at ROC Midden Nederland that had clearly become the best in the field in which they were trained. They looked into the camera full of self-confidence and exhorted the target group to get the best out of themselves. Do you too want to be a King or Queen in a worthwhile profession? Then you can always go to this education institute. ROC Midden Nederland. Future assured. Because young people are ‘visually literate’ we used optimistic design elements, symbols such as pictograms, colour and visual language. The latter also bridged the gap between the recruitment signal for the campaign and more informative course information. It made the wide range accessible and emphasized its relevance. 

The added value
The range of media was as divers as the target group that ROC Midden Nederland needed to reach. Recruitment concerned posters, banners, T-shirts, free-cards and radio commercials as well as informative used brochures, websites and open days. This alternating media policy and the consistency of design and messages resulted in an effective campaign that took advantage of the characteristics of the target group.