Visions Learning Trust (now UTC Lancashire) was one of the first University Technical Colleges in Lancashire. Specialising in construction and engineering, UTC Lancashire provides vocational training to 14-19 year olds.
With an understanding that the £10m facility would require parents to make a leap of faith by taking their child out of mainstream education, UTC Lancashire turned to us for help.
The key priorities were to attract registrations of interest and applications. A marketing strategy, based on insights into the target audiences and their perceptions of the UTC’s offer was developed.
A multi-channelled campaign was delivered which included a programme of media relations and events alongside a suite of marketing literature, promotional items and an advertising campaign, including print, online and outdoor media.
A series of community roadshows which facilitated face-to-face engagement in the local community preceded a preview event which showcased the facility to key media and contacts in the education and training sector.
The campaign raised awareness of the consultation, funding and build process and attracted more than 100 applications through a sustained campaign that secured more than 170 pieces of media coverage and more than 2,000 event attendees. The UTC was opened by HRH Prince Andrew and has since gone from strength to strength.