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Harlow College
Customer Perception Research
About The Client
Mackman Research was commissioned by Harlow College to support a targeted marketing campaign by delivering insight that would shift opinion and raise awareness of the college’s transformation and award-winning status.
Harlow College has recently achieved the prestigious accolade of being named the Number 1 College in England. Despite this, perceptions of the college among local families and potential students remained outdated. The college is a medium-sized education provider located in North West Essex. For years, the area experienced low educational aspiration, with high-achieving learners often looking beyond the town to institutions in Hertfordshire and Cambridge. In response, Harlow College had undergone a significant transformation and was working to reposition itself as a first-choice destination for further education
Table of Contents
The Research Project
Mackman Research was commissioned by Harlow College to develop a tactical marketing campaign to help change outdated perceptions of Harlow College. The focus of the campaign was to raise awareness of Harlow College’s award-winning status of Number 1 College in England.
Research Aims & Objectives
The research aimed to identify and challenge preconceptions of Harlow College, particularly among higher-achieving students and their parents. It also set out to evaluate awareness of the college’s recent success and to understand what factors influence education decisions at this age group. Ultimately, the insight would be used to refine messaging and support the launch of a targeted campaign to boost enrolment.
The Research Design & Methodology
Mackman Research designed two parallel perception surveys: one for Year 10 students and one for their parents. The student survey was distributed as a paper-based questionnaire in a local secondary school known for high progression to Harlow College. As an incentive, students were offered a £15 iTunes voucher. The parent survey was delivered digitally via a secure link sent through the school’s parent mail system, with the offer of a £50 Tesco gift card as a participation incentive. Both surveys included mirrored questions, allowing for comparative analysis between student and parent responses. The student survey was completed during the final week of the academic year.
Research Outcomes
The research revealed that higher-achieving students were less likely to choose Harlow College, while lower-achieving students saw it as the default option. Parents voiced scepticism around the college’s claim to be the Number 1 College, and the college’s reputation appeared to be negatively impacted by broader perceptions of the town. These insights informed a bold marketing campaign that directly addressed these concerns. The campaign included a microsite, integrated social media content, local radio ads, print media, a t-shirt design competition, and events targeting prospective students. It delivered strong results, including a 19% increase in student enrolment, a 16% uplift in open day attendance, a 24% rise in website traffic, and a 387% increase in Facebook followers.
What The Client Says
Mackman’s comprehensive campaign delivered huge results for us. Winning the award verifies the standard of their work and passion for what they do. They worked closely with our in-house team and delivered a thoughtful campaign that produced a very positive response.
Simon Boyce, Head of Marketing – Harlow College
