CLIENT: London Professional Training College
SCOPE: Student Marketing I Branding I Website Design & Development I Campaign Creative I Social Media
London Professional Training College (LPTC) needed assistance with their student marketing. As a new College they needed help to promote, raise awareness and increase applications. The West London College delivers degrees in business and management. The degrees are validated by their partnership with St Mary’s University. LPTC's mission is to be a leader in providing quality education. They help students wanting a better life, but the brand was confused and needed redefining. Students are promised a personal and inspiring experience, but this was not reflected on the website. For a young College it has plenty of international students from a diverse demographic. Better branding, a new website and engaging social media would be needed to help recruit more students.
GWCM initially carried out a series of audits and competitive research. This provided insight and set-help our strategy. Our initial work also helps with accountability against the marketing investment commitment from LPTC. Next, our copywriter and brand experts got to work on the brand development work. This is where we look at values, personality, positioning, and promise. We developed a new mission statement and tone of voice for the brand. Then the creatives got to work creating what this should all look like, from logo, to campaign creative.
The next phase of our work we created a new SEO-driven website to drive visitors. The new website improves the user journey. Now, leads can easily register to visit for an open day. Potential applicants can find out more about courses. The facilities, location and the benefits and opportunities of studying with LPTC are clearly defined. Both organic and paid social-media campaigns were developed with a series of campaigns unique to LPTC. Everything was re-written. All marketing communications were redesigned. This included prospectuses, emails to open-day support. Multiple touchpoints and assets were created for the recruitment cycle across print, media, and events.