When University Centre Grimsby set out to boost awareness of their Higher National Certificate (HNC) qualifications, they needed more than a standard prospectus push. They needed a targeted demand generation campaign that spoke directly to both career-driven students and skills-hungry employers. CMA took the challenge and built a multi-channel story designed to hook attention, inspire action and funnel both audiences towards a central conversion point. From concept to execution, we crafted a flexible, employer-backed proposition – “Learn More. Earn More.” – and rolled it out across a bespoke landing page, paid and organic social and video assets tailored to each audience. For students, it was about career acceleration and industry-ready skills. For businesses, it was about solving skills gaps and boosting productivity. With sharp creative, a frictionless user journey and consistent branding, we positioned HNCs as the smart, practical way to level up careers and workforces alike – all from the heart of Grimsby. 

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