Avans University of Applied Sciences

Getting Gen Z interested in a technical education is no easy task. But it’s absolutely essential. Avans University of Applied Sciences revamped the curriculum of its technical academy to better align with what young people want. It was up to us to develop the positioning and campaigns that would encourage them to consider a future in technology, with enrollment in the academy as the first step.

Together with gr8 agency, we developed a powerful positioning for our technical academy, ATIx, and its programs. The storylines that emerged from this now form the foundation of our long-term external communications. We are very happy with the result and the depth of our collaboration.

Femke van Seeters, Strategic Advisor ATIx, Avans University of Applied Sciences

What do we do for Avans

Positioning and campaigns for ATIx (Academy for Technology and Innovation x).

We met up with the target group, and discovered what the young audience truly wants. They mainly want clarity about the future prospects of their education. Additionally, they seek the freedom to make choices that align with their interests, ambitions, and talents, and the opportunity to make a societal impact. These insights became the foundation for our positioning and campaigns. This generation wants to take things into their own hands and do better in every way than the generations before them. After all, they are #futuremakers.

We developed an overarching narrative where the prospective student and their future take center stage: ‘You x Tomorrow’. This narrative is the basis for all communication efforts, from campaigns that focus on raising awareness of the program to conversion-driven campaigns. The rise in enrollments is solid proof that we’re hitting the right notes.

Target group sessions: 'student journey' and personas
Workshops with teachers and educators
Propositions and brand stories for the academy and its programs
Promotional films and recruitment campaigns
Content canvases and calendars

Electrical Engineering Dual Program – Campaign and promotion

We also tapped into the desire of the new generation to contribute to the future when promoting the dual Electrical Engineering program. Two days of study, three days of gaining hands-on experience on the job, and working with major players in the energy transition. A great story—but it still needed to reach the right audience.

To achieve this, we created an engaging promotional video, online ads, and banners. The primary goal: driving attendance to the Open Doors Evening and increasing enrollments for this dual program. A campaign that helped talented future-makers with their study choice!