Case Studies
CIPR Yorkshire & Lincolnshire PRide Awards 2007 - Gold Award
Category: 14. Best use of Photography or Design
Name of Entry: 2 cool for skool
Organisation entering: Joseph Priestley College
Introduction:
- Joseph Priestley Community College is based at three campuses in south Leeds;
- We exist in a highly competitive market with eight colleges in Leeds.
- The College has over 9,000 students and 450 staff;
- Marketing and PR department comprises three full-time and one part-time members of staff;
- Budget cuts mean the department cannot outsource design work;
- College will have to merge with rivals if target numbers are not met;
- The team are passionate about education and are dedicated to overcome any problems.
Market Research:
The department outsourced a programme of market research through Barkers to determine what key stakeholder groups thought and wanted of the College:
- Current students aged 16-19;
- Year 11 students at three local schools;
- College staff.
The methodology was as follows:
- Questionnaire to be set against national benchmarks;
- Focus groups held with staff, students and pupils.
The main findings of the research were as follows:
- Pupils did not believe the stock photography was a true reflection of college life;
- Scenes looked Americanised, while students commented that they "didn't recognise anyone";
- When asked what was the most important thing when choosing a college, the right course was top followed by social life and atmosphere;
- The majority of school pupils were confused about what level of course was right for them;
- Other college prospectuses were "boring" and "dull". College staff added that students needed to be inspired to join the ethos of further education.
Objectives
Overall Aim:
- Use real students in a photography programme to portray the social vibrancy of the College to 16-year-old school leavers in Leeds.
SMART Objectives:
- Create a full time prospectus by Friday 3rd November in time for flagship schools event, Careers On Show;
- Create a leaflet publicising a programme of open evenings, aimed at attracting full time 16-year-old learners, by Friday 26th January;
- Achieve Government target of 425 full time 16-year-old learners by Friday 29th June.
Planning:
To achieve the objectives stated, and taking note of the market research, the following tactics were devised:
- Upskill marketing assistant, Lindsey Barron, into a graphic designer. In addition, upgrade equipment and software;
- Hold student auditions to 'star' in the new campaign to increase engagement and media interest;
- Hold seven course specific open evenings in order to focus the events and engage curriculum staff;
- Find non-education photographer to take inspiring set of photographs which will reduce the pressures on design and create young and inspiring image reflecting the College's focus on social life and atmosphere;
- Design and print 8,000 full time prospectuses incorporating new branding and photography;
- Design and print 42,000 open evening leaflets, distributed through Royal Mail to 38,000 homes and schools etc.
Target Audience:
The target audience for this publication is the 16-year-old school leaver, who is looking for a course that will get him or her a job, and also enjoy a diverse and exciting student life.
The prospectus is also targeting other key part-decision makers, including parents and careers advisers. This means the prospectus has to stand out amongst its competitors, be fun to read and also provide enough information to reassure parents/careers advisers that Joseph Priestley College is the right choice.
Key Messages:
- College is a better learning environment than school and is a place where students can have fun and socialise.
- There is an expanding choice of courses and there is something suitable for everyone, regardless of background or qualification.
Implementation:
- Invest in fashion photographer to ensure that, not only are the photos of a high standard to enhance the finished product, but that innovation and originality are at the centre of the new prospectus to make it distinctive in a competitive market;
- In X-Factor style auditions, students were invited to take part in the prospectus photography with over 100 learners queuing for their photo taking. This created excellent press and showed an innovative, original and creative edge;
- Strapline of '2 cool for skool' comes out on top in student and school pupil poll. Focus group shows that students feel engaged in the new branding process. Photography must be designed to reflect this message;
- Think of scenarios with the photographer for each curriculum area, making college life fun and entertaining. Throwing the school uniform in the bin on the cover would show freedom and joy;
- Use colour coding system for different course levels, with consistent entry requirements regardless of the course area;
- High quality, uncoated stock used to emphasise the professional status of the organisation while the stock provides a raw, urban edge to the glossy competitors;
- Graphic designer, Lindsey Barron, undergoing Foundation Degree in Graphic Communications while marketing and press officer, Michael Bennett, completes his Chartered Institute of Public Relations Diploma. Ensured that the task can be completed in-house; the only college in the county to do so;
- The principal and director of corporate services sign off the prospectus at each stage of proofing, ensuring full approval;
Results:
Create a full time prospectus by Friday 3rd November in time for flagship schools event, Careers on Show.
- Enquiries were increased by 48% by July 2007;
- Applications were increased by 56.8% by July 2007;
- The prospectus was delivered five days early and on budget:
- £3,465 for 8,000;
- £2,000 photography;
- Design was in-house.
- Following distribution of a questionnaire along with the prospectus mail-out (5,000) there was a reply rate of 11%. The following results were recorded:
- 74.2% would rate the prospectus as 'excellent';
- 72.8% described the course information as 'good' or 'excellent';
- 76.8% rated the photography as 'excellent';
- 64% said the prospectus was 'much better' than others they had seen;
- Despite the controversial strapline, '2 cool 4 skool', the College has been invited to four more school careers events than it did last year (9 in total). Furthermore, 58% of full time learners said they found out about the College from their school. This indicates that the image was a bold and positive step in a low risk industry.
Create a leaflet publicising a programme of open evenings, aimed at attracting full time 16-year-old learners, by Friday 26th January.
- At total of 322 attended the seven open evenings at an average of 46 per event:
- This total marks an increase in visitor numbers of 44% from 2006 and is five times greater than in 2005;
- 27 members of curriculum staff (average of 4 per event) helped with the open evenings;
- Almost half (47%) of open evening visitors did so because of the leaflet.
Achieve Government target of 425 full time 16-year-old learners by Friday 29th June.
- Achieved a total of 425 full time learners, demonstrating a significant change in audience behaviour. Furthermore, the new branding and changes to the internal culture of the organisation will result in a sustainable, positive impact on the College. This figure marks an increase of 75 from last year, resulting in a funding increase of £269,850:
- The return on investment is stark. Achieving the Learning and Skills Council target on full time numbers ensured the College received funding of £269,850. Furthermore, the pressure from the LSC surrounding a potential merger is decreasing with the College in a strong position;
- Since this campaign, the marketing department won the industry FE First Award for Segmented Campaign at a national ceremony in Leicester. The College has received requests for the course guide from across the country. The team was also on the front page of a major industry magazine, which is delivered to every principal in the UK.