EMSI is exhibiting next week at the College Marketing Network, which is being held at the Hilton Hotel, Warwick, from 24th-26th November. You might be forgiven for asking what a Labour Market Information company is doing exhibiting at a college marketing conference. The answer is simply this: our tools are not only great for helping colleges understand and react to their labour market; they can also be harnessed to market your college to your local community in a number of really effective ways:
- Our Economic Impact Studies measure the economic benefits a college adds to its local economy, in terms of benefits to learners, taxpayers, businesses and the region as a whole. Not only is this a great way of providing evidence of your college’s economic worth, it is also great PR, letting your community know just how much the college contributes to the region each year. Take Hull and Goole Colleges, for instance. Our Impact Study found that together these colleges generate more than £500 million of prosperity every year for their region. However, rather than simply keeping this information to themselves, as they might have done, these colleges used the occasion of a visit to the college by Vince Cable, Secretary of State for Business, and John Cridland, director general of the CBI, to have these findings published in a local newspaper.
- Then there is our Analyst tool. Analyst gives colleges a window on their local labour market, enabling them to see just which industries and occupations are growing, which are shrinking, and even showing predicted trends for the future. The main use for this data is in the area of curriculum planning, whereby colleges can much better tailor their course provision to match the direction and the needs of the local economy. How is this of use in marketing? The fine-tuning of your curriculum to best serve both learners and employers, based on the best market data available, is definitely something to shout about. What better PR for your college than to let the community know that you are not just content with churning out people qualified for occupations that the labour market simply doesn’t want, but that you really do care that you are training people in the right skills to take up occupations that are really needed.
- Of all our tools, Career Coach is perhaps the one which most naturally lends itself to the sphere of marketing. Career Coach is designed to give both prospective learners and existing learners access to the best labour market information on the jobs that actually exist out there, and to link this with the courses your college provides. Armed with this information, those considering going to college can see more clearly which industries and occupations might be best for them to consider and which courses will get them to where they want to go, whilst those already enrolled will more clearly see where their qualifications might lead them. The marketing opportunities this gives are manifold, but for a snapshot of a couple of approaches taken by different institutions, see our case studies on Middlesbrough College and Southampton Solent University.
So we hope to see you there in the Exhibition area. Come and say hello and find out more about how we can help you in marketing your college to the community you serve.