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CASE STUDY: ITV Granada and Preston College

Provided by ITV
Preston College inserted some local TV commercials into their marketing mix for the first time, with great results.

What was the Challenge / Background of the Campaign?

Preston College is one of the largest colleges in the UK. Among the wide range of courses and programmes on offer, the college delivers a variety of apprenticeships, from beauty and hairdressing to brickwork and joinery. Early in 2008, Preston College's apprenticeship entry levels were down on the previous year and the college wanted to undertake a marketing campaign to bolster interest and increase enquiries in the schemes. For this campaign the college decided to test local television for the first time alongside its usual mix of press and outdoor.

What was the Campaign Objective?

To change perceptions held by young people that apprenticeships are a 'second class' option and aren't financially 'worthwhile'. To educate parents about the options available. To promote the scheme among both young people and employers. To position Preston College as a key deliverer of apprenticeships for the Lancashire area. To increase awareness of the apprenticeships scheme. To generate interest and increase enquiries.

What was the Solution?

The 20" commercial was designed to appeal to employers in the main, but also to attract young people and their parents. The creative approach centred around dispelling the myth that all apprentices lack drive and commitment. The main focus of the commercial was 'Waking Up To A New Experience'. The young people appearing in the ad were actual students from the college. It was hoped that they would be identified with by young people considering apprenticeships at Preston College and that the older, male, voiceover would appeal to employers.

What were the Results?

The TV campaign generated positive PR for the college, and resulted in 50 telephone calls to the college for more information on the apprenticeship courses. A further 41 potential apprentices attended the college open day as a direct result of seeing the TV commercial, and hits on the college website rose by nearly 700% during the period the commercials were aired on ITV Granada. 2,208,730 Adults saw the commercial at least once, and 462,584 Adults saw the commercial at least four times.

What were the Key Learnings of this Campaign?

"Preston College was very pleased with the awareness generated by its first TV commercial. Using our own students in the advertisement opened up the process and really engaged the whole college, and also made for some great publicity. The service from ITV was exceptional and the whole process, from booking to on-air, was straightforward and smooth." Catherine Titherington / Angela Turner, Marketing Department - Preston College.

BudgetReach & FrequencyTarget AudienceMedia Used
Contact for details2,208,730 Adults saw the commercial at least once
16 - 24Female
Male
ABC1
TV
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
MidlandsAll YearBUILD AWARENESS
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