Following a 10% drop in the volume of school leavers achieving 5 or more GCSEs Grade A-C in the local area Priestley Sixth Form College found hitting target student numbers in recent years harder to achieve.
The College was not prepared to lower their entry requirement to increase enrollments and as such decided to commission RCU to provide a detailed learner market assessment to inform their strategic direction and marketing plan.
Priestley College has been utilising RCU’s Vector for 2 years and finds the tool invaluable for strategic planning, marketing and curriculum planning.
College Governors especially rate the tool highly as it helps answer specific questions they have around the college’s performance / market share within the community / trends.
The Vector tool identified specific A Level subjects which were not performing as well as the College would like such as Biology, Chemistry, Physics and Mathematics. Market share in these subjects fell below the overall College average.
As a result of the findings and to increase the conversion rate of applicants within these subjects, the College designed a new targeted marketing campaign focusing on Science and Maths. The campaign included new promotional brochures for target applicants, sponsored bus routes and a wraparound bus poster promoting the College in target recruitment areas. The College used Vector maps to highlight specific bus routes for targeting the relevant learner groups.
Priestley College has already started to see positive results with a 10 percentage point increase in market share.
The college has seen an increase of 16-18 year old students and market share in some key recruitment areas, equating to an additional 120 learners from just three local wards.
All of this new activity has been achieved without increasing the College marketing budget which is now being spent in a more efficient way. Vector has enabled these efficiency savings to be made by identifying key areas for expenditure.
The information RCU provided us has proved invaluable in supporting our marketing strategy. Working closely with the team at RCU has led to a number of efficiency savings and we have been able to achieve a great deal more from our ever tightening budget
Principal, Priestley Sixth Form College