In Step 2, we demonstrated the importance of linking courses to careers, and then in Step 3 we showed the kind of insight that can be used to give potential students insight on the careers they’re interested in. The point of this is that it can help you promote your courses as stepping stones to potential careers – that is, your Core Product (see Step 1). But how can you take the ideas we’ve discussed so far and integrate them in your marketing?
Below are just some of the ways our current clients are using our course mapping and data to promote their college and its curriculum.
Start with your website
The most obvious place to start is with your website, since it is likely the hub of all your marketing activities. In terms of demonstrating the link between your courses and careers, and displaying local insight about those careers, there are two possibilities:
- Course and careers information can be displayed on a standalone portal, with people being directed onto it from your main website. This is basically what our Career Coach solution allows you to do, and it can be branded with your college logo and colours.
- The other option comes in the form of an API, which allows you to integrate the same insight into your digital platforms and tools, including your website, progression resources and application sites.
The image to the left shows the sort of thing that can be done through the API. As you can see, the focus is on a career in Sales accounts and business development management, with details on job openings, earnings potential and typical tasks. But notice too how it connects directly to the institution’s related courses.
Engagement in schools
At Dundee and Angus College, they’ve been using our Career Coach tool to great effect within local schools, with one of their biggest successes being the Future Talent Vocational Event. Prior to the event, the College contacted every school in the region, and offered them the chance to send their 3rd and 4th year pupils (14-15 year olds) along. Across the two days, almost 1,000 pupils from seven schools in the region participated in what was billed as “a fun introduction to your career”, and a chance for young people to participate in a range of vocational skills activities.
According to feedback from those who attended, the most highly rated event was the Future Talent session, which saw the college engage the young people with Career Coach. Sam Stirling, the College’s Learning and Digital Resources Manager said the session was a really good opportunity for the young people to think about their skills and strengths, and to gain a better understanding of the options that might be suitable to them in terms of both careers and related courses:
“This early engagement activity means we can start to build relationships with prospective students, giving them a better idea of what they want to do before they come. This makes them better informed of both courses and potential careers, which in turn gives them a better chance of being engaged and less chance of dropping out once they get here.”
Marketing literature and prospectus
To coincide with the launch of MET College in April 2017, the newly merged institution embarked on a campaign – Have you MET your future? – aimed at encouraging young people to envisage their futures through a variety of vocational education paths and training options. Amongst other things, the campaign included a report aimed at raising awareness of the College and what it can offer.
Part of the report was heavily focused on looking at the local labour market, including identifying areas of growth, skills shortages and opportunities for young people. For example, the following insight was included:
● The Top 10 growth professions in the UK and Sussex over the next five years
● The Top 10 growth industries in the UK and Sussex
● The Top 50 highest earning occupations in Sussex.
NESCOL has been using our insight since 2014 in areas such as internal careers guidance and curriculum planning. More recently, their Marketing team have seen the huge potential of using regional LMI to create a set of graphics, each one focusing on a specific occupation group, and containing information on the number of jobs in the region; expected job growth or decline over the next few years; a national breakdown of occupations by age and gender; a salary breakdown for each of the occupations in the group; and which jobs within the group are expected to grow:
According to the College’s Head of Marketing and PR, Rhonda Fraser, the hard work her team have put into producing the graphics is more than paying off in the returns they are seeing.
“Viewing statistics show that the infographics have been a success, but more important to us is the excellent feedback we’ve been getting from school guidance and career staff. So much so, that we are now including the infographics in other promotional materials.”
If you’d like to speak to us about how we can help you better
promote your college, contact us now.