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Mackman Research support No. 1 campaign for Harlow College

September 21st, 2012

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What does No.1 mean to you?

Word Cloud: What does No.1 mean to you?

We’re delighted to announce that we have recently joined forces with Harlow College in Essex. Harlow College has been undergoing a transformation in recent years and has now achieved the prestigious status of 'number one college in England' based on their outstanding results.

The college commissioned Mackman to develop a tactical marketing campaign to help change perceptions of Harlow College and raise awareness of their success. Mackman Research conducted two perception surveys for the initial stages of the campaign with prospective students and parents. In turn, Mackman Marketing and creative teams used the results to inform their creative design; developing new posters, video and a microsite, as well as a PR campaign.

In the first case Mackman Research designed a student survey for Year 10 students who will be completing their GCSE’s next year and starting to make decisions about what step to take next after their exams. Copies of the five page paper survey containing tick box options and boxes for open ended responses were handed out to pupils at a local school which has a high proportion of students attending nearby Harlow College every year. The students completed a paper copy of the survey and the responses were inputted in to a database and collated by Mackman researchers.

In a bid to capture parent views and perceptions of Harlow College, a second survey with equivalent questions was designed for respective parents of students at the same school. This allowed for easy comparison between the two populations. The participating school emailed parents inviting them to take part in an online version of the perception survey which was ‘live’ for six days.

The Harlow Colllege number 1 campaign has been an exciting group effort for Mackman, with the team working in collaboration to produce something that students and parents will respond to.

Client Lead, Sara Cullis says ‘It’s great to be working with the number one college in England on a truly integrated campaign. We’ve done the research and created an exciting campaign around its results that will aim not only at students but at parents and stakeholders too’.

The microsite can be viewed at: http://www.harlowcollegeno1.org/



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