Shrewsbury College marketing team wins national sector award
The marketing team at Shrewsbury College is celebrating after scooping a top national award for its higher education campaign in the annual prestigious College Marketing Network Awards.
The team entered the Specialised Recruitment Category and won a Gold award for its Higher Education (HE) ‘Why not you too?’ campaign, which ran from April to September this year.
The double-award winning team at Shrewsbury College, also won a highly commended award last year in the same awards for its summer recruitment campaign.
The Why not you too? campaign, which was directed at adults wanting to get back into higher education to improve their work prospects or go on to university, ran for several months across many platforms in the run up to the College’s busiest enrolment period in September. The success of the campaign was validated by the 24% growth in the number of HE student enrolments than the previous year.
Catherine Buckley, Campaign Co-ordinator at Shrewsbury College, said the College was concentrating on growing its HE offer after receiving HEFCE (Higher Education Funding Council for England) funding for the first time earlier in the year.
She said: “The College has been offering HE courses for around 20 years, but the funding and endorsement by HEFCE meant we could seriously grow our student numbers by around 80 students in the first year and it could generate around £1.5m across the first two years to be invested into the provision and further developing HE and associated facilities.
“In growing this area for the 2015/16 academic year, we initially focussed on our creative offer, adding courses in photography, graphic design and media and music, ensuring they were vocationally relevant with work placements in local industries. Some of these HE students have just returned from a cultural trip to Berlin.
“Our target was to enrol more students than 2014/15 by at least 10% with 50 students onto the new suite of courses, as well as raising awareness of HE at the College – thus bringing in an increased income. We smashed this target through the successful marketing campaign, which we entered into CMN awards. We are thrilled to get a higher award than last year and the team is delighted we have done this among our peers.
“We focussed our campaign on local people using real examples and scenarios to try to dispel any obstacles people had such as time, family, work or financial commitments – and to offer them a second chance and show they could also study at this level – Why not you too? Over the campaign period and using a small budget which included a new HE brand identity, website and integrated marketing recruitment campaign, we succeeded and have surpassed our targets.”
Rachel Smith, Chief Executive of the College Marketing Network, said: "Shrewsbury College entered an outstanding campaign that demonstrated what can be achieved on a very small budget. Our judges felt that this was a great example of how working collaboratively with different functions across the college, and thoroughly researching the market, can result in a highly successful campaign that exceeded its objectives and increased higher education income for the College."
Charmian Turner, Marketing and Admissions Team Leader, said: “We are very proud to have won this award. The calibre of entrants among our peers is always exceptionally high and we were up against some very large organisations.
“We enjoyed this campaign and tried some different things and are pleased that everyone’s work paid off, not just with this award, but with a tangible boost to our HE enrolments.”
Information is available now on the website for full-time and part-time courses starting from January.
For further information on higher education course at Shrewsbury College, please visit our HE section, call 01743 342411 or come to the next Advice Evening on 24 January.