Russel Williams
Marketing Director
South and City College Birmingham
The Problem
South and City College Birmingham sought out to commission a report that informed the college’s marketing and curriculum strategy and ensured future growth. This included an analysis of their local learner landscape and how far learners travel to access their individual college campuses. They were keen to identify and understand their local catchment areas in more detail, explore local student participation in local priority sector subject areas, and identify opportunities for market share growth.
In addition to this, SCCB were interested in identifying potential gaps in the delivery of their courses and understanding local trends in provision.
The Solution
We produced a travel time and local area analysis report to inform the college’s 3-year marketing strategy, identifying their local position, how it overlapped with local institutions, and where they had opportunities for growth within their marketing strategy.
The report also included specific recommendations to inform the college’s curriculum planning, which was utilised by the marketing team, improving their persona profiling, campaign planning, and budget allocation for advertising.
To identify the growth opportunity within key priority sectors, we included a detailed analysis of learner participation and the college’s market share within Birmingham, by subject area and qualification level.
The Outcome
The report’s findings led to SCCB’s marketing efforts becoming more targeted, leading to improved engagement. They were also able to identify new growth opportunities and align their curriculum with evolving learner demand and local skills needs. The report has been utilised widely across the college, including by senior leadership, marketing, and curriculum planning teams, improving collaboration across departments.