— Pembrokeshire College

We need to promote University
of Glamorgan degrees.

A successful pitch resulted in the development of a
campaign to promote University of Glamorgan
Degrees to a largely rural community on the
Pembrokeshire peninsula.

Pembrokeshire College is situated in Haverfordwest, and delivers education provision to the surrounding area – a very sprawling and rural part of Wales, It provides a wide choice of education, from leisure courses to University of Glamorgan delivered degrees.

Our brief was to promote these degrees to the community. With a limited budget and no real media opportunities, apart from the local press, our solution had to deliver hard.

The Western Telegraph, the local newspaper, is still the main source of news in the area and so we devised a very clever campaign. Research suggested that parents of potential students had a major involvement in the decision making process of where to study and could be a clear target for the campaign. With the ever-increasing cost of HE provision, we decided to base our campaign on the benefits of studying locally.

We based the campaign around the emotive subject of pride and sourced three well known parents of former and current students to deliver our message. These were all students who had chosen to study locally and really benefited from this decision. The twist here was using the parents to convey the pride they had in their achievements. We commissioned the photography and art directed the shots which were instrumental in conveying the correct tone. The campaign was supported by many column inches of press running alongside the campaign and showing case studies of successful alumni.

To date the campaign has been highly effective in promoting the degrees and has also benefited the college by firmly routing itself within the community.

See also Birkbeck, Harrow Sixth Form, Grimsby Institute, Business Base, Advertising