Blackpool and The Fylde College is a provider of further and higher education.
ICG works with the in-house marketing team to support high profile student enrolment events and provide digital marketing support across a broad mix of campaigns.
With a hyper local catchment, and a broad spectrum of audiences ranging from school leavers, adult learners and people changing career direction to employers seeking apprentices, our focus has been to raise awareness about the college’s range of courses including niche areas that are not widely available.
Enrolment day is usually an exciting time when students collect their results and sign up for the next stage of their educational journey.
When face-to-face enrolments were no longer possible because of the pandemic, the college needed to promote virtual events to encourage sign ups. Using the Google and Bing display networks, plus Facebook, Twitter and Snapchat, we targeted Year 11s and their parents in key postcodes with ads promoting the college as a whole, individual courses as well as the new T-Level qualifications.
We set clear goals and tracked engagement, landing page visits and conversations. We also booked selected out-of-home sites and AdVans.
ICG’s efforts reached an impressive audience of over 175,000 on social media platforms leading to over 1,000 ad conversions while PPC activity gained over 150,000 impressions that converted to almost 2,000 ad actions.
ICG created a school leaver recruitment campaign that would really resonate with teenagers and their parents.
We produced a series of digital first designs that focused on Blackpool and The Fylde College’s unique selling points and created campaign messaging that was targeted for specific times - before, during and after GCSE results day.
We launched the strategic marketing campaign including OOH digital six sheets, digital and print football stadium advertising, a digital ad van and digital marketing.
On results day we organised some fun events including a giant deckchair and personalised T-shirt printing.