Bite-sized
Campaign date: November 2010
What did we do?
Our latest campaign is a new take on promoting our part time offer. We are promoting single modules from the Spring Semester (ie being taught in January) as short courses. The idea is to attract new students who haven't traditionally considered studying part time because it is a long term commitment or they've thought that university wasn't for them.
Our campaign is aimed at three market segments: business people, retired people and people who want to study for fun. By offering these 12 week courses, we hope that people will get a good experience at Derby, get over their preconceptions about studying and, in the longer term, sign up for some longer courses in the future. Fortunately, most of the modules have very attractive titles like 'an introduction to Crime Scene Investigation', 'The History of Food' or 'Stars and Celebrities' so these work well in the marketing campaign.
Media
The media we're using includes: regional radio adverts, buses (Supersides), billboards (48 and 96 sheet), posters inside shopping malls and near supermarkets (6 sheets) and press adverts in the Derby Telegraph, Buxton Advertiser and Derbyshire Life. Plus all our connections with Derby County, Nottingham Panthers, Stockport County and so on. Most of this activity takes place during November so watch out for it and, if you see it, please send us a photo.
We want to get as many people as possible signed up for a course and our team in Buxton are handling the enquiries. We've worked very closely with SSIS on the admissions processes, induction and behind the scenes issues. We hope that this innovative approach will be a big success and it is a major step forward in starting to review and redesign our part time offer more radically in the future.
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Targets
Our target for the campaign is to get 300 students signed up. A few examples of the creative work which has been produced by the agency BCS are illustrated around this page.
