City College Norwich

Student recruitment

Not in education, employment, or training.

In further education and training, certain young adults fall into the ‘NEET’ category – those ’Not in Education, Employment or Training’ – and FE institutions have a remit to offer training courses to this often disaffected audience. So how do you motivate an audience that is relatively easy to reach but in the main, difficult to motivate?

At City College Norwich, a place on a college course was automatically available to anyone falling into the ‘NEET’ category and in addition those qualifying would benefit from financial support whilst they studied.

In previous activity, these ‘incentives’ were always hidden behind subject choices. We challenged this, arguing they should be used to lead the campaign, as potentially they would be a quicker way to connect with this audience than the tried and tested route of career path suggestions.

The result was a direct and thought provoking on-the-street campaign.