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Delivering an engaging college marketing strategy in a highly competitive sector

Author

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  • Evans, Emma

Abstract

The college has been on a rollercoaster journey, and marketing has very much been a part of the transformation. The key to creating an effective marketing strategy is to be creative in your approach — even if you do not have the best news to shout about, what positive nuggets can you translate into a campaign? City of Wolverhampton College’s marketing strategy worked because of the top-down support from senior management and the highly motivated and dedicated marketing team that implemented it and delivered the results. Translate the strategy into do-able action plans with objectives so that everyone involved is accountable, and continually evaluate what is happening so that plans can be adapted to ensure objectives are achieved. A strategy should be the document that you make the ‘to do’ lists from, not, as is so often the case, a document that gets written and then stored away until it needs updating.

Suggested Citation

  • Evans, Emma, 2016. "Delivering an engaging college marketing strategy in a highly competitive sector," Journal of Education Advancement & Marketing, Henry Stewart Publications, vol. 1(3), pages 287-293, December.
    • Handle: RePEc:aza:jeam00:y:2016:v:1:i:3:p:287-293
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    More about this item

    Keywords

    cultural change; branding; FE college; marketing; Ofsted;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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