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FE Marketing Activity Guide

Contents

2

3 Press advertising

4 Billboards

5 Bus rears & internal headliners

6 Bus stop advertising

7 Ad-vans

8-9 Online advertising

10 Lamp post & campus signage

11 Community advertising

12 Pull up banners

13 Radio advertising

14-15 Email campaigns

16 Social media

17 Direct mails

18 Prospectus & guides

19 Key literature

20 Live Ribble Valley & Preston advertising

21 Lytham Proms event

22 A Level results day

23 Blackburn Youth Zone official partnership launch

24 FE Star Awards

25 Sir Bill Taylor Futures Centre

26 Big Bang event

27 Open events

3

Press AdvertisingWe advertise in the following newspapers:

• Lancashire Telegraph• Clitheroe Advertiser• Accrington Observer• Chorley Guardian• Blackburn, Burnley & Chorley Citizen• Lancashire Evening Post

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4

Billboards

Billboards were used to promote the ‘Find your route’ brand and increase enrolments after A Level results day. Billboards were used in the following areas:

• Whalley New Road, Blackburn

• Accrington Road, Blackburn

• Barbara Castle Way, Blackburn

• Newhall Lane, Ribbleton

• North Road, Preston

• Newhall Lane, Preston

• Friargate, Preston

• Preston Road, Chorley

• Lyons Lane, Chorley

• Whalley Road, Accrington

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Bus Rears & Internal Headliners

5

Bus advertising is used on a number of buses on the following routes:

• Route 1 – Blackburn - Bolton• Route 2 – Darwen - Blackburn - Chorley• Route 6 and 7 – Blackburn - Great Harwood - Accrington• Route 22 – Blackburn - Clitheroe• Route X41 – Blackburn - Accrington - Manchester• Route 124 – Blackburn - Chorley• Route 152 – Burnley - Blackburn - Preston

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6

6 Sheet Bus Stop Advertising

Bus stop advertising in the following locations:

• Blackburn• Darwen• Hyndburn (Accrington)• Chorley• Preston

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7

Ad-VanOur ad-van went on tour around our local schools to inform young people to attend the open event. The ad-van, which spent 10 days in the local community, visited the following schools for a 7day campaign:

• Darwen Vale High School• Darwen Aldridge Community Academy• St Bedes RC High School• Witton Park High School• St Wilfrids CE High School• Pleckgate High School• Norden High School• Our Lady’s and St Johns RC High School• Blackburn Central High School• St Christopher’s High School• Accrington Academy• The Hollins High School• Mount Carmel High School• Rhyddings High School• St Augustines High School

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• Ribblesdale High School• Clitheroe Grammar High School• Bowland High School• Albany High School• Holy Cross High School• Southlands High School• Parklands High School• St Michaels High School• Balshaws High School• Worden High School• Leyland St Mary’s High School• Wellfield High School• Lostock Hall High School• Brownedge St Mary’s High School• Walton le Dale High School

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Online Advertising

9

Online Advertising

10

Lamp post & Campus Signage

11

Community Advertising

The MallDisplays

BlackburnFestival

Sky News Broadcasting Live from Blackburn College on A Level

Results Day

Youth Zone - Display boards

Youth Zone Partnership launch

with Phil Jones

The MallDisplays

12

Pull Up Banners

13

Radio Advertising

July/August Radio Activity

Radio air time covered the following key events:

A Level Results Day

GCSE Results Day

Open Events

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14

Email Campaigns

Open event VIP invite to our Yr 10 Tasters

Not too late to enrol e-campaign

to applicants

Big Bang event invite

Open evente-campaign to staff & schools contacts

15

Email Campaigns

New Student Dayinvite to current applicants

Sir Bill TaylorFutures Centre VIP invite

Places still available e-campaign to students who haven’t enrolled

16

Social Media

Direct Mail

Keep Warm direct mail to 3141 students who had applied to study at Blackburn College

Open Event invitation to 8641 15/16 year olds across Lancashire

Direct mail - August 2013 sent to 1825 Yr 11 students in Blackburn with Darwen, Ribble Valley, Hyndburn, Preston, South Ribble and Burnley

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Current Prospectuses & Guides

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19

Key Literature

Live Ribble Valley & Preston Advertising

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Lytham Proms4th August 2013

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• Brand Awareness activity

• Including air time, social coverage, competitions & attendance to the event promoting to 10,000 people

• Facebook/Twitter/E-campaign competition run by Blackburn College to win tickets to attend the event

• Strong presence at the event, with promotional literature,

giveaways & course advice.

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22

A Level Results Day15th August 2013

• Sky News attended and broadcast live from the college every 30 minutes showing our students opening their A Level results

• 3 of our students opened their results live from Rock FM studios

• Full day of A Level results coverage on the radio

> Key stats:

• 99% Pass rate

• 68% Over achieved their target grades

• 70% High grades

• 100% Pass rate in 26 A Level subjects

• 1000 Vocational High grades

• 195 Triple distinctions

• 90% vs 74% National average Apprenticeship pass rate

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23

Blackburn Youth Zone Partnership Official Launch with Phil Jones29th August 2013

• PR activity to launch the relationship between the college and Blackburn Youth Zone

• Celebrity guest Phil Jones, Manchester United and England star, met new and existing students and held a Q&A session inspiring the future generation of sport

• Coverage on BBC News, Sky Sports, The Sun, Lancashire Telegraph, Lancashire Evening Post, Accrington Observer and Soccer Saturday.

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FE Star Awards11th September 2013

24

• 18th Annual FE Star Awards Ceremony - a celebration held at Blackburn Rovers of dedication, hard work and achievement

• Trophies and certificates were awarded to 111 of the colleges brightest, hard working and successful students

• PR coverage across Clitheroe, Blackburn, Burnley, Preston and Chorley.

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Futures Centre Opening13th September 2013

• Sir Bill Taylor Futures Centre official opening dedicated to the Chairman of the Board, Sir Bill Taylor

• Guests included local employers, press, dignitaries and the Deputy Mayor of Blackburn with Darwen

• Coverage in the Lancashire Telegraph, Lancashire Business View, BBC Radio Lancashire, The Bee Radio and Live Ribble Valley magazine.

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Big Bang Event25th September 2013

• Schools from around the district attended the event to learn about STEM subjects and what they can study at the new Sir Bill Taylor Futures Centre

• Schools attended: Our Lady St John, St Michaels, Parklands, Rhyddings, Blackburn Central, Al-Islah and Central Pendle Academy

• Fantastic activities to get involved in: Science, Technology, Music, Engineering, Maths and Media. Employers also attended to give industry advice

• Coverage in the Lancashire Telegraph, Chorley Guardian, Accrington Observer, Nelson Leader and Lancashire Evening Post.

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27

Open Events3rd/8th October 2013

• Invite went out to 8641 direct mail recipients across Lancashire

• Approximately 900 students attended the event (captured data)

• Facebook - paid promotion resulted in 2438 people interacting with the open event advert and website

• iPad mini competition used to help capture data – approximately

800 cards returned.

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Advertised via the following:• Bus rears

• Bus stops

• Press advertising

• Online advertising

• Social advertising

• Ad Van

• Radio

• Direct mail

• Schools posters

• Leaflets in schools registers

• Leaflets in the mall

• Leaflets inserted into prospectus and distributed in supermarkets

The Marketing Team at Blackburn College are here to help with all marketing requests.

Contact:

Lynsey Aspinall01254 292447l.aspinall@blackburn.ac.uk

Lee Sumner01254 292385lee.sumner@blackburn.ac.uk

BC - 10/13 - FE&SFActivityGuide - V1

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