Calderdale College.
Inspiring learners…

Who are Calderdale College?

Calderdale College is the largest provider of further education in Calderdale and they offer a range of FE courses for students along with Apprenticeships for those who would prefer work-based learning. As the only University Centre in the borough, they also provide degrees and access to HE courses. They aim to provide the best education for those who are looking to expand their skills for the future.

The Brief

Browndog were asked to start strategic consultancy with Calderdale College, based in Halifax, which developed into a full service remit. We began working alongside the marketing team to help with strategy, branding and design implementation across all media, in order to bring in more students to study FE courses, HE courses or an Apprenticeship at Calderdale College.

  • Branding
  • Web Design & Development
  • Brand / Marketing / Digital Strategy
  • Print
  • Wayfinding & Signage
  • Paid Search

New brand

As part of our involvement, we designed a new brand to give the college a more consistent and professional identity, which included a new logo, colour scheme, a hierarchy of messaging, graphic shapes and typography.

The new brand is lively and inviting, and clearly shows the key messages and calls to action. It was also important that the brand was easy to use so that staff throughout the college could create their own marketing materials without compromising on design.

Great photography is used frequently, most of which shows of current students and displays the friendly environment of the college. With these guidelines under our belts, we set out to create a whole range of brand new collateral, both online and offline.

Course Guide

Since then, we have created posters, leaflets, indoor and outdoor banners, as well as a brand new website and Course Guide. The inside of the college has also had a make-over, with the introduction of wall graphics and signage to make the college feel fresh and inviting.

Check out our recent blog post on the design and production of their 2019 Course Guide.

“Browndog are a great addition to our marketing team as they truly understand our markets and provide us with useful insight that can support our recruitment strategies.

Their expertise and experience of delivering fully integrated campaigns has been extremely beneficial and I would recommend them to anyone looking for a results-driven and audience-focused agency.”

Emma Lister, Head of Marketing & Recruitment at Calderdale College

PPC & SEO delivering results

Use of social media and paid search has also been an essential part of promoting key messages, enrolment details, courses and events, especially the Open Days. As part of our digital marketing, the paid search applications are converting at 8.32% since Jan 2018 and Organic Search (SEO) applications are converting at 8.98% since Jan 2018.

Day to day achievements, awards, new courses and facilities are documented on social platforms, allowing the college to connect with the outside world on a more personal level.

Launching a new website for the college

The new website makes finding and applying for courses easier, shows off the courses through quality images and videos, and allows the college to shout about new events and messages. With our training, the team over at Calderdale consistently update the site with new courses, events and information, allowing both prospective and current students and staff to stay in the know.

  • Responsive
  • Optimised
  • SEO
  • Lead Capture

Day to day

We consistently design and produce collateral for the college’s day-to-day life as will as targeted campaigns around events, courses and promotion.

We produce outdoor graphics around Calderdale as well as promotional materials for local print, so everyone within their catchment area can see Calderdale College’s presence.

Delivering results

Since Browndog came on board, Calderdale College have hit recruitment numbers for 2017/18, seen an increase in enquiries and found that their message is hitting a larger catchment area. FE numbers are up by 17% and HE up by 16%.

We were also lucky enough to win their ‘Award for Outstanding Partnerships’ for marketing consulting and designs. Browndog are proud to continually work with the college, as we are never short of new ideas, and make sure we help achieve their targets and goals.

Results

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Website conversion rate across all channels meaning that visitors are engaged on site and have made a step towards applying for a course or getting in contact. UK average 2.86%
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New users in 2018/2019 generating over 790K page views site wide.
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Conversion rate on paid search across multiple campaigns in 2018/19 including enrolment events, open days and course specific campaigns.

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