Having seen examples of our work within both the sporting and educational sectors, Visionary Sport Investment (VSI) knew that K2L had the experience and skillset to create just what they were looking for. VSI and MMU then approached K2L, in need of a professional brochure that would successfully market the course and maximise enrolment. Our initial objectives were to:
- Create awareness of the course itself
- Build trust in MMU and VSI
- Encourage target audience to find out more or apply for the course
+ The Challenge
We needed to create a brochure that would appeal to a range of individuals, from senior sporting professionals, head coaches and ex-players, to sports organisation experts and various other business managers looking to branch into sports. We knew we would have to convey complex, industry-specific information in a clear and compelling way, all the while encouraging the reader’s desire to enrol on this ground-breaking course.
Design would have to be contemporary and clean – and also consistent with the prestige that the programme offers. It would also have to effortlessly convey the ethos of MMU and VSI; one of the leading organisations for elite sports development in the UK. Most of all, the brochure would have to connect to its audience emotionally, inspiring the reader to want to develop their career in sport.
+ Our Strategy
Our content writers set about writing compelling, engaging copy that would clearly detail the course’s unique curriculum. We developed a tone of voice that was educational, ambitious and professional. The copy was created to include just the right amount of sports-based terminology; this would appeal to those readers already working in the sector, but not exclude those that were hoping to begin their career in this competitive industry.
The design, including colours and layout, was carefully crafted to be striking, memorable and clean – and in keeping with MMU and VSI’s vision for the course. All images used were appealing to the specific target audience, showing the course to be enjoyable, original and an absolute necessity to anyone pursuing a career as a sporting director.