Pembrokeshire College

We need to promote University
of Glamorgan degrees.

A successful pitch resulted in the development of a student recruitment campaign to promote University of Glamorgan degrees to a largely rural community on the Pembrokeshire peninsula.

Pembrokeshire College is situated in Haverfordwest, and delivers education provision to the surrounding area – a very sprawling and rural part of Wales. It provides a wide choice of education, from leisure courses to University of Glamorgan delivered degrees.

Our campaign brief was to promote these degrees to the community. With a limited budget and no real media opportunities, apart from the local press, our solution had to deliver results.

The Western Telegraph, the local newspaper, is still the main source of news in the area and was the focus for a highly emotive campaign. Research suggested that parents of potential students had a major involvement in the decision making process of where to study and were identified as a clear target for the campaign, and particularly as they were more likely to read the local paper. With the ever-increasing cost of HE provision, we decided to base our campaign on the benefits of studying locally.

We based the student recruitment campaign around the emotion of pride and sourced three well known parents of former and current students to deliver our message. These were all students who had chosen to study locally and had really benefited from the decision. The clever twist was using the parents to convey the pride they had in their child's achievements. We commissioned the photography and art directed the shots which were instrumental in conveying the correct tone. The campaign was supported by several column inches of editorial running alongside the campaign, highlighting case studies of successful alumni.

To date the campaign has been highly effective in promoting the degrees and has also benefited the college by firmly positioning it within the community.

See also Birkbeck, Harrow Sixth Form, Grimsby Institute, Business Base, Advertising