Building a Presence in Less than a Year
Buckinghamshire Skills Education and Training (a partnership between Buckinghamshire New University and Aylesbury College) needed to raise the profile of the new University Campus being built on the Waterside South development in Aylesbury. They chose to appoint a local specialist marketing agency to handle the activity.
A new educational campus was to be built in Aylesbury to provide Higher Education for local students, and professional development opportunities for the Buckinghamshire business community.
As a new building with a new Higher Education programme, the problem was how to inform the local community about what was being built, when it would open and what it was offering. The Chief Executive of BEST appointed Enterprise Marketing Solutions (EMS) to manage the task and then appointed Ian Harper as the General Manager for University Campus Aylesbury Vale (UCAV) to see this through to completion.
Promotion and Brand Identity
EMS created the brand identity and created a marketing strategy to promote the course offerings to local business people looking for professional development courses for themselves and their teams.
Starting in September 2014, there were only a few weeks before the Aylesbury Vale Business Show and Wycombe Expos took place – ideal events to reach local business people.
Pop up banners and leaflets were produced and by Christmas the new website was live. The New Year saw all the social media channels go live, a presentation to both parent organisations, literature and search engine optimisation.
A time lapse video of the building being erected proved very popular on YouTube, along with PR coverage in local media and specific local advertising including 48-sheet bill boards and posters around the town. An infographic on hoardings around the building site helped locals to understand what was coming, and a Showcase business event attracted many local businesses to gain a greater insight of course offerings.
“I have worked with Karen Moule and her team at Enterprise Marketing for nearly a year now. When we started we had a lot to accomplish in the time, which couldn’t have been achieved without Karen’s thorough initial planning, weekly status reports and timelines. Everything we planned to do has been successfully and professionally delivered, with the added input of great local knowledge and strategic advice regarding new opportunities and their value to our goals. It’s always been a positive and enjoyable relationship, which has given University Campus Aylesbury Vale a strong local profile and a great start. If you want your marketing to happen, and you’re prepared to be managed to make it happen, work with Karen and her team.” Ian Harper, General Manager, University Campus Aylesbury Vale