MARKETING STRATEGY (External Communications Strategy) 1.

Introduction This document outlines the proposed marketing strategy for Huddersfield New College. The marketing strategy is based upon the college’s Three Year Strategic Plan and seeks to support and help the college achieve the key strategic goals and objectives in this plan. The college marketing strategy will also be influenced by and responsive to external factors such as the legislative framework for the public sector and government policy and initiatives for 16-18 year olds. The marketing strategy is based on the current situation at the college where demand for places exceeds the number of places available. It is important that general marketing activity continues to maintain student numbers and increases awareness of the college, what it offers and what it does, to all of our target audiences, to ensure the college remains a popular post 16 provider of choice for young people in Kirklees and the surrounding area. It is also important that general marketing activity promotes equality of opportunity and encourages and celebrates diversity.

2i.

The College Mission “To provide an excellent educational experience, in an inclusive and supportive environment, which inspires our students to achieve their potential.”

2.ii

College Values Support:

helping everyone to achieve their potential

Positivity: believing everyone can achieve their potential Inclusivity: being socially, economically and educationally inclusive, promoting equality of opportunity for all, to help narrow the achievement gap between the most disadvantaged and their peers Respect : valuing everyone as a unique person, worthy of the utmost respect Excellence: aspiring to be the very best we can be because our students deserve the very best we can give The college mission statement and core values are an inherent part of the marketing strategy and the college’s ‘corporate brand’. They set out our commitment to promoting equality of opportunity and ensuring that we encourage, celebrate and value diversity. AW/VS/AU/Policies/Marketing strategy January 20101

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3.

External Influence

i.

Current legislation affecting post 16 providers:  Raising of the School Leaving Age (ROSLA)  Equality Act 2010

ii.

Current government policy and initiatives affecting 16-18 learners: • • •

iii.

Safeguarding Every Child Matters Academy, Trust and Free Schools Current government specific priorities for 16-18 learners:

• Guaranteeing places and increasing participation • High quality learning routes to suit and motivate all young people • Support for young people to ensure they are able to take up the opportunities on offer to them • Increasing participation of learners with learning difficulties and/or disabilities • Raising the quality of provision • Improving attainment and progression • Narrowing the achievement gap 4.

SWOT analysis for Huddersfield New College

Strengths

• • • •

•

Improving local reputation Broad and flexible curriculum Facilities Strong relationships with parents, local schools, local authority, local employers, local university, Connexions/the Careers Service Diverse college community

Opportunities • • •

ROSLA Economic recession Partnership opportunities with schools in Kirklees pursuing Academy or Trust status seeking a post 16 partner

Weaknesses

• • •

Threats • • • •

5.

Location – out of town Close proximity to another very successful SFC AS Success rate on some courses

Change in government priorities for 16-18 Demographic decline, particularly in South Kirklees £85 million redevelopment of Kirklees College (South) on the waterfront in Huddersfield Development of post 16 provision in Trust, Free, Academy Schools

Marketing Goals

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• • • • • •

To ensure the college’s marketing is responsive to the legislative framework and government policy initiatives for 16-18 learners and post 16 providers To continue to raise the profile/improve the reputation of the college To continue to increase awareness of what the college offers/does To maintain the current number of learners at Huddersfield New College To promote the college as an environment where all feel welcomed and valued To celebrate the diversity of the college

(Please see Appendix 1 for marketing objectives for 2010/11) 6. Target Audience Target Audience Potential Students

Strategy Low cost marketing activity to promote the college: Literature such as the prospectus, posters, newsletter, ‘good luck’ postcards • Promotional ‘gifts’ such as pens, pads, folders • College website featuring up to date college and course information • Press coverage • Development of bespoke marketing campaigns to promote specific aspects of college activity e.g. gifted and talented Development of favourable personal advocacy through: •

Existing students

Promotion of student achievement internally via dedicated displays and on the college website, Staff News, newsletters etc • Promotion of progression routes in college literature and on the college website • Provision of an excellent educational experience • Provision of up to date and modern student facilities Maintenance and development of existing strong relationships via: •

Parents

• • • • • • • Schools and the careers service

Good information on the website Open evenings Welcome evening Parents evenings Celebration Evening Newsletters Press coverage

Maintenance and development of existing strong relationships via: • Attendance at school assemblies and presentation evenings • Attendance at individual school careers events • Conducting admissions interviews in partner

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External bodies such as OFSTED and the local authority

schools • Provision of up to date and accurate course information • Participation in the 14-19 strategy group; and the Collegiate group • Attendance at Kirklees Careers Conventions • Hosting an annual update meeting with local Connexions Personal Advisors Maintenance and development of existing strong relationships via: Participation in the 14-19 Strategy Group; the Collegiate Group; the Concordat; half termly meetings with local authority officers • Provision of up to date college information and news on the website • Provision of up to date college information on the provider quality gateway Maintenance and development of existing strong relationships via: •

Employers

Press coverage Attendance at Kirklees careers conventions Work experience/placement/shadowing programmes • H.E. week (which includes local employers) • Enrichment activities such as Dragons Den Development of favourable personal perceptions and advocacy through: • • •

The general public

• • • • Document History Version Date 1 November 2007

Author Angela Williams

2

Sept 08

A Williams

3

Feb 10

A Williams

4

July 10

A Williams

5

Jan 11

A Williams/ E Zubak

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Press coverage Good information on the website Open evenings Community involvement projects Comments Introduction of a marketing strategy and objectives Update of marketing strategy and objectives Update of marketing strategy and objectives Update of Marketing Strategy and Objectives following General Election (May 2010) Update of Marketing Strategy

Authorised Date SMT 29.01.08 SMT

Sept 08

SMT

March 10

SMT

Sept 10

E&D Manager

Jan 2011

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in response to Equality Impact Assessment to include dedicated Marketing goals related to promoting Equality and Diversity

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APPENDIX 1 Marketing Objectives 2010-11 • • • • • • • • • • • •

To develop a Marketing Team To ensure marketing literature and activity and the website promotes ‘equality of opportunity’ and ‘diversity’ To ensure an average of 1 positive article per month about college events/achievements is featured in the local press to raise the college profile. To ensure a student friendly and attractive college prospectus for 2011/12 To produce four newsletters (3 for current students and 1 for prospective students) to raise awareness of college events, activities and achievements To re-launch the college website and ensure it provides up to date and accurate information To redesign course profiles for Open Evenings and ensure they are student friendly, attractive and up to date To prepare accurate results and enrolment lists for each partner and major non partner school by November and destinations list by the following January To ensure prospectus and promotional literature are promptly distributed to schools and the careers service To ensure Open Evenings and other college events are well publicised in advance and managed effectively To produce cost effective and well designed promotional materials/gifts to support college events and initiatives To carry out research to evaluate the effectiveness of the college’s promotional literature. This to include feedback surveys with students; staff and parents on marketing literature and activities

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Annual Planning Cycle – Marketing and School Liaison (updated Jan 2011) Month All Year

Activity Press Releases

Lead Responsibility Emily

Supported by All staff

Updating the Website

Gatekeeper

Relevant staff

Enrolment

Chris

Capturing results day on video

Morgan/Simon

Julie/Rebecca/ Student Services team -

Induction (students) Nominate prize winners for Celebration Evening Welcome Evenings (new parents)

Chris Chris

Take delivery of new prospectus/posters/A4 flyers/ A4 folders

Ashleigh/Emily

Distribute A4 Flyers/prospectus/posters to Careers team for use at Careers Events and to distribute to schools.

Rebecca/ Student Services team

-

Self Assessment: Marketing

Angela

Ashleigh, Emily

Produce Parents Information Sheet on course choices for Open Evening

Angela

Ashleigh, Emily

October to February

School Careers Events/Kirklees and Calderdale Careers Conventions

Chris

Tony

November

Open Evenings

Chris

Produce destination posters by school for Open Evenings Annual School Liaison Meeting with connexions P.A.s Produce and distribute enrolments by school to schools Parents Evening

Ashleigh

Karen Fairburn, Rebecca, Student Services team Richard Talbot, Rebecca Chris

August

September

October

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Chris

Tony Chris Chris

All staff Rebecca, Student Services team, HoDs Karen Fairburn, Mary, Rebecca, Student Services team -

Rebecca, Student Services team Rebecca, Student Services team

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Month December

Activity Produce power point for Holmfirth High School assembly Produce Student Yearbook for Celebration Evening Produce Prize Winners booklet for Celebration Evening Exam Certificates packed

Person Responsible Simon

Supported by Angela

Chris

Produce College Newsletter (Autumn edition) Produce DVD for Celebration Evening Update admissions handouts Parents Evenings

Emily/Ashleigh

Rebecca (copy) Ashleigh (design) Rebecca (copy) Ashleigh (design) Rebecca, Student Services team, Exams team Angela

Simon

Angela

Angela Chris

Update key objectives in Marketing Strategy

Angela

Ashleigh Rebecca, Student Services team Ashleigh, Emily, Val

Celebration Evening

Chris

Open Evening

Chris

Produce destinations data by school and distribute to schools Produce destinations posters by school and distribute to school

Chris

Produce marketing literature for Admissions process

Angela

February to March

Admissions Interviews

Chris

Rebecca, Student Services team

March

Produce College Newsletter (Spring edition) Staff/Student focus group to review previous year’s prospectus Easter School

Ashleigh,/Emily

Angela

Ashleigh/Emily

-

Pete

Michelle, Melissa, Relevant staff

Go out to tender for prospectus etc HoDs to nominate new prospectus Case Studies Produce Student Diary

Angela

Ashleigh, Emily, Val

Angela

Val

Chris

Parents Evening

Chris

Mary, Guidance team Rebecca, Student Services team

January

April

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Chris Julie

Ashleigh

Karen Fairburn and Celebration Evening team Karen Fairburn, Rebecca, Student Services team Rebecca, Student Services team Angela, Rebecca, Student Services team Ashleigh, Emily

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Month May

June

July

August

Activity Person Responsible Arrange prospectus photographs Ashleigh

Supported by Val (for case studies) Angela (proof reading), Rebecca, Student Services team Meena

Design Good Luck postcards for prospective students and post home before May half term

Ashleigh

Organise a Leavers’ Lunch for leavers last day in May Design and sell a Class of 2011 hoody before and on leavers’ last day in May Update prospectus text

Kam, Emily Ashleigh (design) Meena (order and sales) Angela

Sharon (sales)

Produce two College Newsletters : Current and new students (Summer edition)

Ashleigh ,Emily

Angela

Year 10 Taster Days Customer Satisfaction Survey (Marketing): staff, students, parents and governors Update Open Evening course leaflets Review Marketing and Schools Liaison Planning Cycle and update Review and update letterhead for following year Review display banners and update as necessary

Chris Angela

All staff Ashleigh and Emily

Ashleigh, Emily

HoDs

Angela

Ashleigh, Emily, Chris, Rebecca

Angela

Ashleigh, Emily

Ashleigh, Emily

Angela, Zoe

Sign off new prospectus etc

Angela

Ashleigh/Emily

Year 11 Welcome Day

Chris

All staff

Results Day

Julie

Support Staff

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HoDs, Cross College Managers

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