Objective

Between 2002-2006, The Smallpeice Trust expanded its activities very quickly. They increased their residential courses from just five a year to fourteen, and added several new course subjects to their portfolio.

During this time, the website and collateral were modernised but the courses were not filling up. A more radical marketing approach was needed to encourage student participation. Our objectives were therefore to fill the new courses, and to challenge negative perceptions of a career in engineering.

Achievements

We created the new strapline 'Big things happen with The Smallpeice Trust' and launched a campaign to 899 schools at the end of September 2006. This took Cognition just 5.5 weeks from conception to delivery for collateral and another 8 weeks for the website.

After implementing the new brand and accompanying marketing collateral, The Smallpeice Trust experienced an increase in applications of 477%, with some courses being heavily oversubscribed. The Smallpeice Trust had very positive feedback from both schools and parents on their new corporate ID, which is now perceived as 'exciting' and 'young'. 

Since then, Cognition has created a new logo and brand position for the Smallpeice Trust which was launched in September 2008, bringing the charity's logo into line with the brand's updated image.