May 24, 2010
Chancellor Prompts FHE Marketing Cost Reduction Strategies
Monday, 24 May 2010 Immediate Release
In response to George Osborne’s education spending announcement Warwickshire based College & Trainer Marketing has brought forward the launch of a marketing support programme designed to help colleges and training providers reduce marketing costs whilst improving effectiveness.
Devised and tested in a number of colleges by Stefan Drew, who has previously held Marketing Director posts at several FE colleges, the support programme has taken over five years to perfect and comprises a marketing strategy that employs both traditional and contemporary marketing tools plus marketing techniques to reduce marketing spend, decrease staff hours, improve cost effectiveness and engage more effectively with learners and employers.
Commenting from his Midlands offices Stefan Drew said, “For a number of years it has been apparent that many colleges have been wasting money on marketing and that significant savings could be made. Too often they have remained focus on marketing channel’s that are no longer as relevant as they used to be. For example most people go online to search for information and yet to the detriment of their websites most colleges have continued to publish a weighty prospectus that costs a fortune to store and post.
The more astute colleges have followed our recommendations and now publish a 8-12 page “prospectus” that guides people to a much improved website. The savings are considerable, searchers respond better to a more precisely targeted message and some of the savings can be used to more effectively communicate with those that are not able to access the Internet.
A reduction in print costs is just one strategy advocated. We also advise the use of the hundreds of highly effective free marketing techniques that most marketing departments avoid because they think because they believe free equals poor quality. Examples include better use of email, which despite the amount of spam being sent is still an extremely effective marketing tool, viral PR, low cost automated enquiry and newsletter software and improved customer research.
Once a marketing cost reduction programme is put into place the net result includes reduced sums being spent on marketing, fewer staff hours being tied up with ineffective marketing and a happier customer that has found accurate information, quicker and with increased convenience.”
Stefan Drew continued, “Employers, young people, careers advisors and other stakeholders respond very well to the methods we have devised and the colleges utilising the techniques report buoyant recruitment with less wastage.”
Further details from Stefan Drew on 07904 897 929
Notes to Editors
Previously Head of Press, Publicity and Marketing at the Contributions Agency Stefan directed marketing for both Hartpury and Warwickshire Colleges before opening College & Trainer Marketing in 2005.
He has also held posts within the Cabinet Office and was responsible for marketing, press and publicity at the Contributions Agency where he advocated merger with the Inland Revenue.
Despite spending little on marketing the business has grown rapidly year on year; a fact Stefan puts down to implementing his own advice.
Having advised businesses on both sides of the Atlantic Stefan’s work has been published in over 50 countries and he has subscribers to his regular Top Tips Newsletter in Europe, the Americas, Asia, Australia and Africa.
Stefan’s education clients range from colleges and private training providers to Sector Skills Councils, National Skills Academies and local councils. He also has a number of business clients in the UK and overseas which leaves him well placed to advise the FHE sector on employer engagement
A qualified lecturer Stefan has taught in the UK, Portugal and France.
Stefan Drew, is based in the UK at Marton in Warwickshire and also has offices in Exmouth, Devon.
Stefan is also a Fellow of the Institute of Business Consultants