news@e-group 1st edition summer 09

Getting your message across in difficult times – with budget constraints can be a headache. But it can be done and Education Communication Group (ECG) leads the way. Excellent coverage, stemming from creative campaigns has been the key….here is a real success story that defies the credit crunch, and built the brand on realistic budget!

£118,000 of highly targeted editorial coverage in 4 months plus TV debut!
An East Midlands College recently appointed us to raise their profile and within only eight weeks we organised their TV and radio debut and also achieved newspaper editorial value in excess of £24,000. By month 4 we had delivered £118,000 of editorial coverage (based on a fee of only £6,000) and built a fine relationship with targeted press and raised their recruitment potential.

How did we do that?
There was a perception that the local press portrayed the college in a negative light and that the recent merger with another regional College had not brought about any positive changes. It was vital to the campaign to tackle these two issues by developing relationships with key media and identifying a schedule of opportunities in the college calendar which would highlight the extent and quality of the provision at the college.

After working with the college to identify their key messages it became clear that the £3m refurbishment programme, including a stunning woodland walk on the outside of the building, would be a very visual way to demonstrate the changing face of the college. So we suggested that the college host the Last Garden Party of the year to showcase not only a new woodland walk area but also the work of the students. The event was a huge success. There was outdoor music and drama performances, hospitality from the Travel and Tourism students and hand made bird feeders and boxes made by the Skills for Life students were on sale. The guest of honour at the party was a local resident, who remembered playing in the gardens as a child. She officially opened the garden and congratulated the college for bringing the area back to life. The local newspaper ran the story in a colour picture spread and on line.

To build on this success we followed the introduction to the ‘new’ college up by a stream of other newsworthy stories from within the college, including a 400 year old violin visit. By being targeted and considering what the local media need for the story to be attractive, we have successfully gained newspaper, television and radio coverage.

City College relocated to Green field site and achieves £176,000 of positive coverage in less than 12 months.
After successfully tendering for the Marketing and PR contract with a Midlands City College, we have been working with them since October 2007 in promoting the relocation to a new greenfield College site which is due to open in August 2009.

The programme started by re-branded College in January 2008. Since that time we have produced all their advertising and promotional material, assisted in event management and working with the local and national media including radio and television. The College received a tenfold return on investment achieving £176,000 of positive editorial coverage in the local and regional press to complement its recruitment drive for the opening in August this year.