Client: Kaplan     Project: 'Step On Up' Campaign

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Pointing the way to a brighter future

Kaplan Financial is the UK's leading provider of accountancy and financial training, offering courses throughout the UK as well as home study and online learning, and onsite training for many of the UK's largest businesses. Kaplan Financial has provided professional accountancy, tax and financial qualifications for over fifty years.

The brief

Create the brand identity for Kaplan's apprenticeship extensions, aimed at giving students an alternative to college in accountancy, business and customer service.

The situation

Most of the scheme's target students choose local colleges over education on the job. We needed to build awareness among the target audience, and make Apprenticeships a realistic option.

The solution

Our “Step On Up” campaign began by finding out exactly who our target market was, and used material that portrayed that audience, and reflected its interests. We created a brand identity that was positive and engaging, positioning Apprenticeships as the smart alternative to a college career.

Kaplan has enjoyed outstanding results from the new identity, and new student applications have seen a substantial rise over recent years.

We delivered with this project