The City of Liverpool College is the pre-eminent FE College in Liverpool City Region and provides a wide-ranging set of options for young people and adults to enhance their skills.
It is an aspirational organisation located in a dynamic and well equipped city centre campus with very close links that it has formed with business and industry.
Their apprenticeship programmes is the largest in the city region and they also provide a wide array of short, evening and industry courses.
Their requirement was for a multi-channel recruitment campaign to run over six month period May –October (April-Sept) to drive enrolment across the following:
- 16-18 year old learners
- Advanced Learner Loans
- Commercial/income generation courses
- And to emphasise their course offer across key economic sectors
The College needed a marketing strategy for each area of its student recruitment activity that can enable it to cost effectively convert interest in to enrolment and a PR strategy that reinforced its role as a strategic enabler of economic growth through skills and as an innovative high performing institution.
We created a single overarching brand concept that could be used to promote to all target audiences with tailored messaging across distinct campaigns:
- 16-18 year old learners: The Students
- Apprenticeships: The Workforce
- Advanced Learner Loans: The Opportunity
- Commercial/IG courses: The Short Courses
This then runs alongside a comprehensive PR and Thought Leadership strategy.
- PR strategy
- Above the line advertising campaign
- Social media messaging
- Online advertising campaign
- Vox pop collateral
- Case studies