City of Westminster College
elevating the college
offering over 200 courses across a wide range of subjects
brief
In 2014 City of Westminster College approached RKM with an ambitious project to support their managed growth strategy elevating the college to new heights.
At CWC, applications had been steadily increasing year on year with RKM’s support, reaching a record high in 2014. Within the organisation there was an appetite to capitalise on this increase and a strategic plan was formulated to increase 16-18yr old student numbers over a three year period by 200 students a year (approximately £1m+ income p.a.), increasing efficiency within the organisation as a managed growth strategy.
delivery
RKM worked to provide detailed profiles of key demographics and audiences informing the creation of a comprehensive media campaign to attract the audience required to meet the ambitions of the college. The profiling work led to exploring new avenues for media ensuring ROI for expenditure, creating a robust position for the college within the marketplace during the key time of enrolment and throughout the application cycle.
The campaign strategy was to set the organisation apart from its competition through key media asset purchases which reinforced the brand position within the market place and key defined the organisation across its sector.
the results
