PortalPress Takeover
Summer Campaign edition • 11 July 2014
your career
in Travel & Tourism
starts here Career paths Cabin Crew Travel Agent Tour Manager Resort Representative
What they study Courses for 14-16 year olds Further Education Higher Education
free RT TRANSPOS* & MEAL
90
%
of our students progress to further study or employment
For info on our full range of courses call 01482 598744 • www.hull-college.ac.uk *Check your eligibility
Hull Daily Mail 1/4 page advert
Welcome To the first special summer issue of Portal Press. In a variation from its usual format, Portal Press will be issued weekly over the summer break and will comprise of a round-up of ongoing recruitment activity 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’. A large amount of advertising is already in place, with much more planned for the coming weeks. The campaign will utilise a wide variety of formats, including: • print • radio • online • events • social media campaigns • direct marketing, in the form of mailers, text messages postcards and letters • outdoor media, like posters at train stations and on the rear of buses • freebies and competition giveaways For the first time, the campaign will also utilise 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 • 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 process.
There are a number of key objectives, which the campaign will aim to achieve. These – supported by admissions statistics – are: • Promote enrolment conversion (FE and HE) • Promote additional applicants (NEETS & “Withdrawn” learners) • Maximise opportunities during Clearing • Maximise apprentice applications – opportunity to ‘transfer’ those individuals unable to secure an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 School Meals • Guaranteed progression • City centre campus • Free Wi-Fi. Please see following copies and examples of press advertising featured since the campaign launch. Please note, where adverts for different sites have used the same advert template, they have not been included to avoid significant repetition:
Hull 6 sheet advert
Hull Daily Mail 1/2 page advert
Hull Daily Mail 1/4 page advert
Hull Daily Mail 1/4 page advert
24+ Advanced Learning Loans Study now, pay later Loans are available for students aged 24 and over, studying at Level 3 or Level 4, including QCF Certificates and Diplomas, Access to HE, A Levels and Advanced and Higher Apprenticeships. You can apply for a loan to pay the tuition fees towards your course and you won’t have to pay anything back until your income is over £21,000 a year.
Enrolling
now
and throughout the summer! pm, Mon-Thu 9am-5 Fri 9am-4.30pm
For more details visit www.hull-college.ac.uk or call 01482 598942 to speak to one of our advisors
your career starts here Hull Daily Mail 1/4 page advert
Hull Daily Mail 1/4 page advert
Humber Street Sesh programme advert
Hull FC programme advert
Summ
school
Education for the C
Hull Daily Mail 1/2 page advert
mer
l 2014
Community
Hull Daily Mail full page advert
Hull Daily Mail 1/4 page advert
Hull Daily Mail 1/4 page advert
Summer
school 2014 Education for the Community
Goole Times 1/4 page advert
Goole Times 1/2 page advert
Harrogate Advertiser 1/2 page advert
Publications the adverts have featured in are: • the Hull Daily Mail • the Harroagte Advertiser • the Yorkshire Post • the Goole Times • the Hull FC programme • the Hull KR programme • Humber Streetsesh programme
Additionally: • A radio advert has appeared on Harrogate’s Stray FM • Adverts have appeared on buses in Hull • There are adverts in Hull train station • Events including the Great Yorkshire Show and Cootingham day have been attended • direct marketing communications have gone out, including mailers to all 16-18 applicants in Hull, Harrogate and Goole • Adverts at Harrogate train station.
If you have any questions about the summer campaign or would like further information, please contact the Marketing Department.