Education Portfolio July 2011

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An overview of the award winning marketing and public relations work at Newcastle-under-Lyme College, where our owner Rachel Till was Head of Corporate Communications (08/2004 to 07/2011).

In May 2011 Rachel’s team won silver in the Team of the Year category at the Heist Awards for Further and Higher Education marketing. The team also received a ‘highly commended’ award for Community Engagement in relation to their communications strategy for a £60m campus redevelopment.

Published in: Business, Design
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Education Portfolio July 2011

  1. 1. Reputation Management Branding and Design Digital Media Project Management and Consultancy
  2. 2. Reputation Management
  3. 3. Capitalising on the highlights of the 2007 Ofsted Report.. The College was graded ‘good’ however the campaign aimed to convey the outstanding elements. Ofsted Campaign 2007 This brochure concept was conceived, written, briefed and project managed by Rachel Till, now owner of Extend PR and Marketing. Design and print of this project by Lesniak Swann.
  4. 4. The brochure was supported by excellent media coverage achieved through press releases, press advertising, direct mail to parents, and corporate open days. Brochure written, briefed and managed by R Till (Extend PR). Design by Lesniak Swann.
  5. 5. Internal branding to support key PR messages : 8ft boards were designed and applied to walls on the new building’s main stairwells, in order to reinforce key messages. (Design by HRO’C)
  6. 6. Media Coverage Some examples from the 150+ press clippings achieved annually, equivalent to £200k in advertising value. I recommend that all PR activity is planned, prioritised and evaluated in line with a core message matrix.
  7. 7. Brand New College Front page lead-in and double page spread (page 4-5) in The Sentinel (daily readership c 145,000)
  8. 8. A Level results day 2010 Articles and photographs featured in The Sentinel newspaper (daily readership 145000). A pro-active approach to results days always ensures the lead story in the region’s main paper.
  9. 9. General press coverage samples .
  10. 12. PR Event Management Some Examples All work was carried out by the in-house team at NULC, overseen by Rachel Till (now owner of Extend PR and Marketing).
  11. 13. Transform Salon launch and promotion: Launch event for hair and beauty professionals
  12. 15. World Champion Freestyle Footballer John Farnworth hosted a Soccer Skills Competition between the two Football Academies. Gordon Brown OBE attended for a full day of organised media activities, attended by Radio Stoke, Signal Radio and The Sentinel.
  13. 16. Branding and Design The following creative work was tendered and overseen by Rachel Till as Head of Communications at NULC (now owner of Extend PR and Marketing). Creative design work by HRO’C.
  14. 17. Branding – before: Branding – after: New College – Internal branding In 2010 the marketing team was called upon to develop a whole raft of materials to enhance the décor and branding consistency within a £60m new college, which opened in January 2010.
  15. 18. Branding: Additional co-/sub-branding work to complement the main college brand
  16. 19. Love your College Branding: Internal campaign to raise standards of behaviour and respect for surroundings in the new college
  17. 20. Branding (Décor): Coated textile graphics were designed and applied to some of the curved walls in the new college campus.
  18. 21. Applicant folder 16-19 communication: strong, graphically-led approach to communication with the College’s core audience has been successful in driving visitors to open events and helping to exceed student recruitment targets.
  19. 22. Folder
  20. 23. Full-time prospectus
  21. 24. Part-time prospectus
  22. 25. Business communication : A new identity for the ‘Business Club’ was devised, an HTML email campaign helped launch new networking events and membership targets have now been exceeded. Both on and off-line material has been produced
  23. 26. Higher Education – 8 page promotional brochure/course information booklet produced May 2010.
  24. 27. Marketing Team of the Year 2011 (Silver) Best Community Engagement Campaign (Highly Commended)
  25. 28. Judges Comments – Team of the Year: “ A small team so very impressive. ” “ Strong engagement with end users (especially in the social networking arena). ” “ Especially liked the commercial measures (and therefore revenue lift) that the team presented. ” “ A tiny team with limited resources that seems to have a clear promotional focus but for all that also seems to have a keen eye to the business needs and thus to marketing performance and value. ” “ This team stands out and is exceptional against the norm! ”
  26. 29. Judges Comments – Community Engagement: “ Hugely involved process with all target audiences considered, careful planning and variety of methods used to achieve the end goal of awareness raising. ” “ Very broad campaign, but targeted towards all stakeholders. Good idea to feature alumni who act as brand ambassadors. ” “ Clear and measurable objectives outlined here in the success of this project with positive revenue gains for the institution. ” “ Impressive results, and a lot of media interest generated. ” “ It is clear that a huge amount of work has gone into this campaign to raise awareness to the business and wider community about the changes to the college. ”  
  27. 30. Thank you for considering Extend PR and Marketing. Email: [email_address] Telephone: 07932 742662

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