Objectives
What do Jamie Oliver, Karen Millen and Alan Titchmarsh all have in common? Awarding over 500 qualifications in 28 industry sectors, City & Guilds provide the tools people need to get where they are going. The fact that on an average day, 2500 people enrol for a City & Guilds qualification and 1800 complete their qualifi cation speaks volumes. City & Guilds qualifiations touch all industries (from Tesco to Shell) and the body provide an excellent foundation for development within a wide range of sectors. Even Tony Blair has enrolled for a City & Guilds IT qualification!
Solution
What attracts learner education centres to partner with City & Guilds? Professionalism and consistency play a large part. So does having the ability to attract the right audiences who increase enrollment in these institutions. Starting at the point of entry, we focus on attracting school leavers. We launch a number of tactical campaigns targeted at students aged 14 to 19, designed to educate the audience to the range of City & Guilds qualifications. These campaigns also provide City & Guilds with a way to keep their offering fresh, vibrant, and accessible to today’s youth.
We begin work by evaluating the City & Guilds core website to develop a strategy which encompasses all users while driving City & Guilds’ core objective. We build a learner engagement site to act as a platform for these campaigns and provide learners with a destination for investigating what City & Guilds has to offer. Once the right audience is present, we give them plenty of reasons to stay – from easy to access information to custom built viral games!