Summer Campaign 2013
Update: 04/09/13
...We’ll help get you there!
Six Sheets Hull College & Harrogate College
Train Station advertising 2 x 6 sheet in Hull Train station x 2 bursts wc 27th May x 4 weeks and wc 5th August x 4 weeks
Harrogate Train Station advertising 1 x 6 sheet in Harrogate train station x 2 bursts 27th May x 4 weeks and 5th August x 4 weeks
Harrogate Advertising Harrogate College Harrogate Advertiser Series Full Page
Local press advertising
Harrogate Advertiser Series half page
Bus Passenger Panels Hull College
100 Passenger Panels (200 in total) appearing across EYMS and Stagecoach buses for 2 bursts of 4 weeks wc 27th May and wc 5th August
Bus Rear Harrogate College
Positioned on school bus transport
*
87%
Exam Tips Postcards Hull College, Harrogate College & Goole College
Mailed to all applicants May 2013 (aged 15/16)
Good luck with your exams Enjoy the summer and we look forward to seeing you soon at Hull College Check out our exam tips at www.routetowork-hull.co.uk/exam-tips
...We ll help
get you there!
or call: 01482 598744
Good luck with your exams Enjoy the summer and we look forward to seeing you soon at Harrogate College Check out our exam tips at www.routetowork-harrogate.co.uk/exam-tips
get you there!
ts wh studen of our leted a cours comp ork or furth w ithin are in tu s dy w nths six mo
I studied Catering at Hull College, now I have my dream job as a Chef. Liam
visit www.routetowork-hull.co.uk
...We ll help
* % 87
*Source: Hull College Group Student Destinations Survey 2013
** % 87
ents w u r stud of oupleted a cofu com work or in are instudy with onth six m
Harrogate Colleg has definitely helpe me on my route to my dream job Am
visit www.routetowork-harrogate.co.uk
or call: 01423 878211
*Source: Hull College Group 3 Student Destinations Survey 2013
*Hull College was awarded outstanding in all areas in its most recent Ofsted inspection.
who urse r urthe n hs
FST ED*
It is an
ho se her
%**
out as justanding d O ged by
outstanding College.
It certainly was when we last inspected it and I can see the reason why. Chief Ofsted Inspector Sir Michael Wilshaw (February 2013)
Keep in touch
86%
who cours completed are ine at Hull Collea work ge study or further six mowithin nths
If you have any questions about your application please call 01482 598743. For the latest info, competitions and events, keep up-to-date on Facebook
visit www.routetowork-hull.co.uk
or call: 01482 598744
Good luck with your exams Enjoy the summer and we look forward to seeing you soon at Goole College Check out our exam tips at www.routetowork-goole.co.uk/exam-tips
ge ed o
my
...We ll help
get you there!
** % 87
ho ents w urse r r stud of oupleted a cofu urthe com work or in are instudy withhs onth six m
I joined Goole College e on a foundation learning course now I m on course for my dream career Karie
visit www.routetowork-goole.co.uk
or call: 01405 762420
*Source: Hull College Group Student Destinations Survey 2013
Taster Sessions Mailer Hull College
A range of leaflets promoting free taster sessions, mailed to applicants in the same subject areas
Surveys Mailer Hull College, Harrogate College & Goole College
Sent to all Hull, Harrogate and Goole applicants who did not enrol last year - promoting re-engagement and measuring the reasons for their choices at the same time
Hi Christopher
(See form inside for
r full details)
1234567
Hull Advertising Hull College HDM Full Page
Local press and web adverts
HDM Quarter Page
DMPU on thisishull
“'I did d my Apprenticeship at Hull College I've now been offered a full-time job.” Sam
visit www. www.routetowork-hull.co.uk routetowork-hull ou .co.uk
or call: 01482
598744
Goole Advertising Goole College
Local press and web adverts
Goole Times 34x5
Goole Courier 34x5
Education Supplements Hull College
HDM Full Page
Advertisement Feature
Full page advertorial in HDM in the Choices supplement
Hul You Y ou to w
Wednesday 19th June
Courses that meet employer needs Preparation for or real jobs Industry expe experienced erienced staff Industry standard dard specialist facilities s Our Progression Passport demonstrates to employers that you are work ready *Source: Hull College Group Student Destinations Survey 2013
Every yea young peo to work. 8 a course i study wit
Our studen in industry constructio and are tau share their students. T new for Sep record of th an endorsem you are ‘wo
By enrollin one of the m country, gr
The College qualificatio icatio Levels,, A L range of A subjects, t all ts, Centre. e. The Apprentice ntice nationally ally r at the same
Successful ssful including ing d careerss afte olleg Hull Colleg e to s College programme amme ons). BA (Hons).
“My yd
Hullll C
visit www. www.routetowork-h routetowork-h
ll College ur rroute oute t work
ar Hull College helps thousands of ople and adults to find their route 87% of our students who completed in 2012 were in work or further thin six months.
nts prepare for real jobs by studying y standard specialist facilities, such as on workshops, restaurants and kitchens, ught by industry experienced staff who r knowledge and experience of work with The Hull College ‘Progression Passport’, ptember 2013, provides students with a heir achievements at College and includes ment from HCUK to future employers that ork-ready’.
ng at Hull College you will be joining most successful FE Colleges in the raded ‘Outstanding’ in all areas by Ofsted.
e has an impressive range of ons to choose from, including BTECs, AS Levels and Apprenticeships. The College’s Levels has grown, with a choice of ll delivered in our dedicated Academic e College also offers a wide range of eships – supporting individuals to gain recognised qualifications while working e time.
students progress to Higher Education, degree programmes and many exciting er completing their qualifications at ge. Many students choose to return to the study from its wide range of degree level es, including Foundation Degrees and
The cost to study a degree programme at Hull College Group is competitive, but importantly our students receive a high quality academic experience with outstanding tutor support. Students can choose from a wide range of over 1000 course options. Whether you are leaving school this summer, planning a change of career or hoping to retrain, there is sure to be a course to suit your training needs. The College offers a dedicated Student Services team who are freely available to offer friendly advice to help you make the best possible choice – including guidance on financial support, courses, childcare and a lot more. The College's Enrichment Team provides a wide range of social activities and events to ensure that you enjoy your time at Hull College, including trips, sports events, discounts, competitions and give-aways. Whether you are cooking in front of a live audience, assisting models at a fashion show, providing beauty treatments to the public, caring for children in a play group or acting in a theatre production, you’ll be guaranteed an enjoyable college experience that will support your route to work.
Call today on 01482 598744
* 87%
who s udentsourse of our st letted a rc further comple o n work ithin are in study wnths o m x si
dream dr eam is to own my own nursery the Childcar Childcare e course at Colle is helping me get ther College there. e. Beth e.
hull hull.co.uk .co.uk or call: 01482 598744
Family Fun Day Goole College
Press adverts, flyers and posters
A4 Flyer
y l i m a F
Goole College
Fun Day
Saturrd day ay 8th t June 10am-2p
Burgers/Hot Dogs & Refreshments Burgers/Hot Refreshments Liv ve eM ll Motorbikes ootball Footba ble F able Inflat Inflata
Sports Activ Activiti ities es Engineering E
W ould y ou lik e to Would you like WIN an iP ad Mini? iPad
Simply visit www.routetowork-goole.co.uk www.routetowork-goole.co.uk to find out how how
Wh y not ha ve a go in Why have our Mobile Skate P ark? Park? Trailer ailer full full of rramps amps ps for for sk skateboards, ateboards, scooters ooters and BMXs, s, ffor or all abilities.
For course information ormation tion and guidance ccall:
5 762420 05 40 014
www. www.routetowork-goole.co.uk routetowork-goole.co.uk Boothferry Boothfe erry Road, Road, Goole DN14 6SR
Hair and
y
y!
pm
Music
d Beauty
Half Page
Goole College
Fun Day!
0am-2pm 1 e n u J h t 8 Saturday W ould y ou lik e to Would you like WIN an iP ad Mini? iPad
www.routetowork-goole.co.uk routetowork-goole.co.uk Simply visit www. how to find out ho w
Live Music Hair and Beauty
ootball Motorbikes Football eF able Inflatabl Inflat ikes
Spor Sports ts Ac Activi tivitie tiess Engineering
Burgerss/Hot Dogs & R Ref efrres esh hm me ent ntss Wh Why y not ha have ve a go in our Mobile Skate P ark? Park? Trailer iler ffull ull of rramps amps ffor o or sk skateboards, ateboards, scooters ootters and BMXs, for for all abilities.
FREE REFRESHMENTS Bring along this voucher to claim your FREE drink and burger or hot dog
For course information on and guidance call: call:
05 762420 01405 014
www. www.routetowork-goole.co.uk routetowork-goole.co.uk Boothferry Boothfe erry Road, Road, Goole DN14 6SR
Micro-site Hull College, Harrogate College & Goole College
Campaign micro-site and virtual advice centre, live from 21st May 2013 Registered users on microsite: Hull - 163 Harrogate - 44 Goole - 21
www.routetowork-hull.co.u
uk
RPA Mailers Hull College, Harrogate College & Goole College
June 2013. Mailed to all applicants, promoting options available to 15/16 year olds
pation Age)
RPA (Raising the Partici
Aged 16 and wondering what your options are? Find your route to work
with Hull College.
RPA Information
Legislation was passed in the Education and Skills Act of 2008 which requires a young person to stay in education or training until 17 in 2013 and until 18 from 2015. Know your options with Hull College s simple guide to what RPA means to you.
What are my options?
Get ready for work
RPA requires a young person to stay in education until 17, but this does not necessarily mean staying at school. You could enrol at College, study an apprenticeship, part-time education or training if you are employed.
One of the most important factors for young people choosing the next step is how well their education or training prepares them for the job they want to do.
You don t have to stay on at school choose a route that suits your ambitions. -
A Levels BTECs Apprenticeships Work-based training
At Hull College, whether you want to study full-time, or earn while you re learning, we ve got a route to suit you. With excellent links to employers, industry-standard facilities and tutors with real experience, you ll be ready for work whatever route you choose.
Plus... New partnership with REED NCFE together we'll help our students to secure a job
For more information on the opportunities available to you and to enrol, visit www.routetowork-hull.co.uk or call 01482 598744.
Finance Campaign promoting the n Hull College, Harrogate College & Goole College
Mixture of press advertising in Hull Daily Mail, Goole Courier, Goole Times and Harrogate Advertiser Series Web advertising on thisishullandeastriding.co.uk Radio advertising on Viking, Magic and Stray fm
Goole Courier Half Page
HDM 17x4
Harrogate Adve
new 24+ loans
ertiser Series Full Page
DMPU on thisishull
“ " " explained ained how the t loan n worked and an it made perfect perfec sense se to " ! ! !" !$ ! ! !" !$ ! ! ! " % ! " % ! ”hhh ”h
The 24+ advanced learning loans - ! ! ! affordable ! afffordable # # !! ! $ " "!" ! $ " "!"
visit " " % " " %
or call:
Building Graphics Hull College & Goole College
Goole Banner
Large building banners, fitted 28th June
Hull Banner
Youtube Adverts Hull College, Harrogate College & Goole College Click to here to view Draw my life videos for:
Hull
Harrogate
Goole
http://www.youtube.com/watch?v=sIFOmoXTFMc
Targeting 20km around Hull, Goole and Harrogate Targeting 537 keywords (constantly growing list) based on feedback from focus group and interests of age range
Targeting people watching videos relate Sports, Movies, Hair care, Fashion & Sty industry, Comics & Animation, Online G games, Humor, Face & Body Care, Cele Entertainment News, Computer & Video
ed to TV & Video, yle, Entertainment Games, Roleplaying ebrities & o Games.
http://www.youtube.com/watch?v=_qXgz-c9vHM
The films play as an advertisement at the start of the most popular YouTube downloads according to our focus group research e.g. at the beginning of trailers for new movie releases
IPad Mailers Hull College, Harrogate College & Goole College
Fully personalised mailers sent to the database of prospective students for Hull, Harrogate and Goole Colleges. Total sent 4782.
HE adverts Hull College & Harrogate College
Appeared in the Guardian, Yorkshire Post and Metro wc 12th and 19th August, Hull Daily Mail and Harrogate Advertiser Google PPC – Targetting phrases such as ‘clearing’, ‘clearing courses’, ‘ucas clearing’ etc. Targetting within a 20 mile radius of both Hull and Harrogate with unique ads for each. Campaign started Tuesday 20th August, scheduled to finish Tuesday September 3rd. 81 total clicks 43 to Harrogate 38 to Hull 26,627 total impressions 22,189 to Harrogate ads 4,438 to Hull ads
Radio Commercials Hull College, Harrogate College & Goole College
Mixture of commercials for Hull, Harrogate and Goole Airtime on Capital and Stray FM Commercials: Progression, Results, HE and enrol tag
Click to play the radio commercials
Hull Enrol Hull Results Hull Progression Hull HE
Harrogate Enrol Harrogate Results Harrogate Progression Harrogate HE
Goole Progression
Events Hull College Number of data capture cards filled in at each event Future Youth 149 Hull Pride 177 Hull Veterans Weekend 196 Humber Street Sesh 149 Yum Food Festival 174 Data collected at each event and followed up with emarketing Goole College BBQ Fun Day and GCSE Advice event Good positive feedback and 181 student enrolments
Bus route flyers Hull College, Harrogate College and Goole College
In response to market analysis using the Vector Market Intelligence Tool (http://www.rcu.co.uk/interactive-tools/vector) a highly targeted leaflet campaign was targeted towards those geographical areas with large populations of 16-18s, fewer direct/local competitors and good existing transport links. Leaflets were distributed door-to-door within:
Hull: Withernsea, Hedon, ea
Harrogate: Wetherby, Thirsk Goole: Snaith
ast Coast
k, Ripon
The leaflet design included specific information on existing transport routes linked to HCUK's student transport offer.
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Summary of Social Media Stats Hull College, Harrogate College and Goole College
Overall likes
Overall number of me
Hull
Hull
• May 1st
8,219
• June 1st
8,323
• July 1st
8,760
• August 1st
9,267
• August 11th
9,523
Harrogate • May 1st
1,219
• June 1st
1,311
• July 1st
1,411
• August 1st
1,528
• August 11th
1,559
Har
3700 3 Mentions Me
Positive/negative/neu
1.7k positive 1.8k
Goole • May 1st
534
• June 1st
570
• July 1st
637
• August 1st
719
• August 11th
734
141 positive
200
101 positive
81
Ha
Overall reach Hull Total unique users reached by page
746,758
Harrogate Total unique users reached by page
515,822
Goole Total unique users reached by page
332,152
Overall youtube views
Paid reach Hull
Total paid reach (Advertisements)
562,690
G
Harrogate
Total paid reach (Advertisements)
489,996
Goole
Total paid reach (Advertisements)
321,860
Hull
Ha
Views
Vie
28,542
4,
Overall youtube minutes watched
entions
rrogate
Goole
343 182 entions Mentions
Hull
16,186 Hull
Harrogate
1,065
k neutral 129 negative Hull
arrogate
1 neutral
Goole
1,961
2 negative
183
14,521 2,408 2,539
6,974 1,065 1,084
Computer
Mobile
0 negative
Goole
ews
Views
215
6,168 815 882
Tablet
Unknown
10 2
512 92 119
arrogate
Goole
Devices
s
,423
2,189
Goole
Overall youtube website clicks
utral mentions
0 neutral
Harrogate
Game Console
TV
4,662 Hull
Harrogate
Goole
41 38