As one of the UK’s most respected further education institutions, Lincoln College has been appointed to run three state-of-the-art, purpose-built colleges in the Kingdom of Saudi Arabia. The colleges are designed to encourage and facilitate vocational education for a core age group of 16-21 year olds and act as a transit to employment in the Kingdom. Optima was appointed to define the marketing strategy and create a plan for the first year in order to establish and raise the profile of these colleges and generally help promote vocational training within the Kingdom.
Saudi Arabia has the highest penetration of Twitter users per population in the world and having excellent country-wide 4G mobile coverage, social media channels, video, websites and web advertising are playing the lead role in the promotion of the colleges. As a result, it is imperative that the brand comes to life on backlit screens - RGB colours are more important than CMYK.