— Harrow College
We need a campaign and collateral to
help drive student recruitment.
Having worked with Harrow College since 2003, we have consistently delivered striking prospectuses, websites and campaigns.
Harrow College is a medium sized college based on two sites in North West London with an increasing portfolio of vocational courses and is set for major redevelopment on 2012, when a new purpose built campus will be built on one site in the centre of Harrow.
The marketing department are progressive and always use research to inform opinion. The overall marketing strategy of the college is to recruit from out of borough, as recent developments has seen the expansion of a six form collegiate which has impacted on traditional recruitment opportunities within the borough.
Our strategy was to develop an overarching campaign, which covered all student facing collateral, from outdoor media such as bus sides, six and 48 sheet posters to online advertising on Bebo. The development of a campaign website offers greater flexibility without the need to change the main college website and enables the college to collect student data generated by the campaign. This is used as a source for further direct mail campaigns.
Our prospectus designs are flavoured by themes generated by the campaign and offer synergy across all college publications. We have used print techniques such as foil-blocking to enhance covers and improve pickup rates. We worked closely with the photographer Roy Mehta to develop striking images, which convey a natural student experience.
Recent developments have seen the strategic marketing of niche markets such as art and design and science subjects and continued marketing activity into neighbouring boroughs.
See also Birkbeck, Pembrokeshire College, Grimsby Institute, Business Base, Art and Design at Harrow, University of Gloucestershire, Roy Mehta, inspiring minds
