PortalPress Summer Special
Issue 4 • 8 August 2014
Welcome Welcome to the second special summer issue of Portal Press. As explained last week in the introductory issue, over the summer a weekly version of Portal Press will be issued, comprising of a round-up of ongoing marketing activity in order to recruit ahead of the start of the autumn term. Significant marketing work is ongoing across the three Colleges, with a particular focus on the theme ‘Your Career Starts Here’, promoting opportunities to study FE and HE provision. A large amount of advertising has already appeared across a variety of media, with much more planned for the coming weeks. The campaign is utilising a wide variety of formats, including: • print • radio •online • social media campaigns • freebies and competition giveaways • events, including last weekend’s Street Sesh in Hull • direct marketing, in the form of mailers, text messages, postcards and letters • outdoor media, including poster sites at local train stations and bus advertising The campaign is also utilising a series of high-tech digital marketing techniques. This provides a number of benefits, including: • Google Search Advertising – College adverts will appear on Google when anybody searches for relevant college courses and search terms • Google Display and Remarketing – Google display adverts targeting individuals according to location and remarketing • Facebook Advertising – Targeted adverts (by age, location and remarketing) at potential students and current applicants. It is possible to match applicants email addresses to Facebook profiles and directly send messages via the social media • Amplified Content – Running content into the target newsfeed and mobile devices (age, location and remarketing) These digital tools will involve separate campaigns for FE and HE, aimed at conversion to application or enrolment depending on the stage an individual is currently at in the application process.
There are a number of key objectives, which the campaign will aim to achieve. These – informed by admissions statistics – are: • Promote enrolment conversion (FE and HE) • Promote additional applicants (NEETS & “Withdrawn” learners) • Maximise opportunities during Clearing • Maximise apprenticeship applications – opportunity to ‘transfer’ those individuals unable to secure an employer placement on to other provision e.g. traineeships • Smaller campaign to adults (24+ Loans) and part-time promotion
The key messages are: • Position Hull College Group as the first choice for courses that lead to job outcomes – ‘Your Career Starts Here’ • Separate visual/approach for Higher Education at key times during the recruitment cycle • Highlight main student benefits – including FREE transport (simple message) and meals • Guaranteed progression • City centre campus • Free WiFi.
Please see below copies and examples of press advertising featured in the weeks beginning July 21 and July 28. A matrix, detailing all planned activity, has also been included. This provides an at-a-glance overview of the campaign.
Click here to view the matrix.
Additionally, we are now approaching results days for both GCSE and A Level. A significant amount of activity and promotion is planned around these, including: • Direct mailers • A Hull College-branded icecream van which will visit schools and provide free ice creams on GCSE results day • UCAS e-shots (a mailer to students not placed following UCAS application) • UCAS web ads
Example of advert appearing on social media platforms, targeted advertising throughout July and August
free T SPOR TRAN EALS* &M
Full-page advertorial feature, Hull Daily Mail, August 8
Leaflets on benefits of study, distributed to key areas
Ad on rear of buses
Quarter page ad, Goole Times, August 7
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RT SPO TRAN EALS* &M
Leaflets on benefits of study, distributed to key areas
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Ad in Yorkshire Post, 28 x 6, August 6
Billoard poster, Mayfield Grove/Kings Road
Publications the adverts have featured in are: • the Hull Daily Mail • the Harrogate Advertiser • the Yorkshire Post • the Goole Times • Hull FC programmes • Hull KR programmes • Humber Street Sesh programme
In addition: • Radio advertising on Viking FM (Hull & Goole College) and Harrogate’s Stray FM • Bus advertising • Poster sites in Hull and Harrogate train stations • Events including the Great Yorkshire Show and Cottingham day have been attended • Direct marketing communications have been posted to all 16-18 applicants in Hull, Harrogate and Goole • Poster sites owned by JC Decaux in Hull City centre and a further 18 locations • Advertising trailer outside the HE Centre at Hull’s Queen’s Gardens site.
If you have any questions about the summer campaign or would like further information, please contact the Marketing Department.
your career starts here