Getting the Right Message Across
Chris Rice explains how Milton Keynes College adopted an integrated media approach for its student recruitment campaign.
Milton Keynes College is a further education organisation in a competitive situation. The aim is to attract the maximum number of students onto its courses.
Milton Keynes College is one of the fastest growing colleges in the UK and has over 3,500 16-18 year old students. Full-time recruitment is up by 40 per cent in the last three years.
Our strategy is to use the student as the hero in our marketing communications. The department’s marketing plan has a commitment to communicating with potential students using their preferred methods and media formats.
Our preferred style is to use peer-to-peer integrated multi-channel campaigns – “take one simple message and work it hard”.
Getting the Right Message Across
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