Ofsted Marketing Campaign
Crewe Engineering & Design UTC
After Crewe UTC’s most recent Ofsted inspection they wanted to create a marketing campaign that could be run upon announcing their Ofsted ‘Good’ result.
Working to the deadline of a week, firstly, we created an overall campaign headline and initial design brief. ‘Our Journey To Outstanding’ was the main campaign headline. This was chosen to demonstrate the college’s ambition to continue to progress towards Ofsted Outstanding and appeal to prospective parents and students.
The campaign was to be run across a range of different media and platforms, to create multiple touch points, appeal to different target audiences and give maximum ROI.
Window Graphics: These were created to span across the front windows of the college which was a huge canvas for passing traffic. Included in the design were the main headline, Ofsted result and a powerful Ofsted quote used to clearly demonstrate the college’s achievement. In addition to this, we also incorporated the UTC’s partner logos to give credibility and show prospective students their potential career paths.
Signage: Similar to the windows, the main sign was produced double-sided to appeal to both roadside traffic and UTC visitors. As part of the sign, we included a small interchangeable slat below the main graphic where announcements such as open days could be advertised easily and cost-effectively.
Billboard: Aimed at appealing to prospective parents and pupils who are commuting to schools within the local geography of the UTC. We created a billboard design and organised the implementation on a number of large billboards strategically positioned within the local area. The information was kept simple and clean to allow it to be easily read and digested by passing traffic.
Social Media: With the UTC’s main target audience being young teenagers the best route to market was through social media and in particular Facebook. As a result of this, when creating the marketing campaign, we produced a range of social media posts, an implementation strategy, a posting schedule and a boosting budget. This allowed us to successfully target specific student demographics with a range of tailored messaging, at specific times of the day resulting in more enquiries for the UTC.
Prospectus: For use at career events and as a handout to prospective students who are visiting the college, we created a new prospectus to clearly illustrate the Colleges Ofsted success and determination to strive for outstanding. Once the final design was created, we printed, finished and delivered the prospectuses to the UTC all within a matter of days.
All above items were produced in house allowing us to easily meet the tight deadlines and ensure continuity and success across the broad range of elements implemented as part of the Ofsted campaign.
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