Challenge

BP Educational Services (ES) has provided educational resource to teachers and other experts for over 35 years and is aimed at students aged 5 to 18+. By adding value to the curriculum, and mindful of future business needs, BP hoped to inspire and stimulate interest in the sciences. Objectives: to raise employee awareness and increase programme participation. Considerations included a refresh and relaunch of the brand, identity and strapline. The new brand needed to communicate, promote and externalise both BPES and BP. The campaign targeted BP professionals throughout the UK.

Solution

We proposed a logotype that incorporated a direct call to action: BP education – inform inspire enlighten. This summarised the two way experience for all involved in the educational partnership. The concept Future Investment highlights the issues and benefits of contributing and investing time. This was achieved through direct copy, combined with thought-provoking imagery. Quotations convey the energetic, imaginative and passionate experience of sharing and learning and are based on key campaign attributes: knowledge, experience, education and learning. The quotes are intended to inspire those who see it and encourage the audience to find out more and see the benefit of participating. Launch material included tailored posters and bookmarks for 8 regional locations.

The concept reaches out to employees and illustrates the importance of individual participation, contribution and the associated benefits. The images have a sense of expectancy ‘I’m here – teach me’ you can choose not to but you can’t ignore us. The use of engaging imagery, dynamic quotes and the ‘inform, inspire enlighten’ logotype engender knowledge and inspiration. This combination of message is the ‘call to action’. As the campaign evolves, the brand components maintain the individual look and feel. This is important to both stand out from other internal initiatives and enable a fresh appeal.