a lesson in marketing

In December 2006, the Government published the White Paper ‘Raising Skills, Improving Chances’, which challenged the UK to become a world leader in all levels of skills by 2020 and Further Education was  predicted to play a central role in enabling that change. Lifelong Learning UK (LLUK) was tasked with managing the ‘Catalyst programme’ which has driven recruitment and development initiatives across Further Education (FE) to ensure staff have the necessary skills to deliver exceptional teaching and training.

tangible was appointed towards the end of 2008 to develop the Catalyst branding and marketing to ensure consistency across the brand, raise awareness of the brand and increase Further Education provider sign-up to the programme.  A suite of branding and marketing materials were created and  executed through integrated media, targeting Further Education providers encouraging them to sign up to Catalyst as a recruitment and development resource.

Overall feedback from the FE sector was positive.  The Catalyst Programme provided FE Providers with a wide range of potential candidates from diverse backgrounds which could help providers meet their own diversity objectives. Requests for brochures from the website increased and provided leads for the Sector Engagement teams to follow up on.