2002 Award Winners

The Heist Awards for Education Marketing

Heist, The Coach House, 184 Otley Road, Leeds LS16 5LW

T: 0113 226 5858, W: www.heist.co.uk

“From 197 entries made by 109 institutions and organisations, we are

delighted to announce the winners of the 2002 Heist Awards

for Education Marketing. The annual competition is for UK

universities and colleges and other organisations working to promote

awareness and uptake of post-compulsory education opportunities.

We presented 42 Awards, at a celebration lunch on 3 April 2003 at the Royal

College of Physicians, London. Of these, 13 were Gold Awards for outstanding achievement.

Each of the 12 categories was judged by a separate panel – involving a total of 30 relevant

professionals including practitioners from the sector. This brochure details the

winners and lists the other entries which reached the final stage of judging. The number of

finalists and Awards made vary across the categories – judging panels had the freedom to

make their decisions in the light of the quantity and quality of entries.

Our thanks to all judges for their support and also to our competition sponsor,

The Guardian, and category/event sponsors: The British Council ECS, The Linney Group,

The Learning and Skills Council, Riley HR Gardens, SCOP, UCAS, Universities UK.

Zoë Whitby

Director, Heist Awards

In association with

“

*Source: Nielson Media Research Dec 01– Nov 02

FreshStartguardian.co.uk

The Guardian carries morecourses advertising thanthe quality press*

Category 1

Heist Young Education Marketer of the YearWinnerLynda Isaac

Marketing Officer (Campaigns), The University of Bradford

Finalists Gaining Heist AwardsRachel Dodd

International Officer, University of Newcastle Upon Tyne

Nicky Grundy

Marketing Assistant, The University of Salford

Judging CriteriaThis is the only category in the Heist Awards where individual

achievement is directly recognised. It is open to marketers up

to the age of 30 who can demonstrate that they have made a

real contribution to the success of their institution.

Young Education Marketeer of the YearLynda Isaac

Marketing Officer (Campaigns) – The University of Bradford

In her entry, Lynda demonstrated clear understanding of the issues

faced by the University and the importance of developing a

comprehensive strategy to address those issues. Playing a leading

role in two very successful projects, Clearing 2002 and Bradford

Uncovered, Lynda proved her ability to plan, manage and maximise

marketing and PR opportunities.

Her supporting information provided an excellent and very

tangible insight into the strategic thought and planning behind

the projects. An extensive open day ‘checklist’, floor plans and

high quality published literature shows how Lynda successfully

planned and executed the projects achieving excellent results.

Judges were impressed by the thoroughness with which Lynda

approached the project and her obvious appreciation of the bigger

picture, ie how specific elements of the project would have an

impact upon other areas of the University such as visitor

perceptions and internal audience views.

The panel commended Lynda’s use of quantitative and qualitative

research and her highly innovative approach to maximising the

dissemination of the message via the full marketing mix: for

example, PR, word of mouth, generic publicity, web, advertising

and outdoor media.

Finalists and Heist Award WinnersRachel Dodd

International Officer – University of Newcastle Upon Tyne

Rachel’s submission focused on the role she played in a

promotional campaign for study abroad programmes for the US

market. She demonstrated that she has played a key role in a

project that is positioned as an integral part of the University’s

wider recruitment and marketing strategy.

The judges were impressed by her ability to see a project through

from the initial research and ideas stage, through the development

and implementation to its successful execution. Rachel evidently

understands the importance of continuous evaluation in order to

keep the project moving forward, and the quantitative results she

has obtained provide a sound platform for this.

The comprehensive information Rachel gave in her submission

provided judges with a valuable insight into the strategic planning

processes she had successfully used.

Nicky Grundy

Marketing Assistant – The University of Salford

The judges felt that Nicky had demonstrated sound managerial

skills in the planning and co-ordinating of a large and prestigious

event – the 2002 Chancellor’s lecture. The purpose and hoped

achievements from the event were clearly at the forefront of

Nicky’s mind – set out in her objectives and built upon in her

entry to show how strategic planning of the project aimed to

deliver upon these.

Nicky was clearly not fazed by the project and in fact relished the

opportunity to change its location which meant communicating

with a variety of different people. Nicky used both marketing and

PR skills to identify and attract the target audience and in doing so

she raised the awareness and strengthened the perceptions of the

University. Nicky’s resourcefulness also came through in her entry –

for example, how she created her mailing list by searching on the

net and attracted support from outside the institution.

3

Lynda Isaac Rachel Dodd Nicky Grundy

In association with

Category 1

Strategic Marketing Campaign: UK Student RecruitmentHeist AwardsBlackpool and The Fylde College

Institution of Chemical Engineers

Nescot

FinalistsThe University of Bradford, Coventry University,

Derby College, Hull College, The Manchester

Metropolitan University, Sheffield Hallam University,

Southgate College, University of Wolverhampton

Judging CriteriaThe judges agreed that the entries in this category had two key

criteria to satisfy. The first was to present a campaign; a co-

ordinated and complementary series of outputs and activities

working towards a common beneficial purpose. This should

deliver a total approach to create an impact ‘greater than the

sum of the parts’.

Submissions largely succeeded in meeting this criterion. The

judges felt that this reflected the continuing growth and

development of good marketing communications practice across

the education sector – whether working with large or small

budgets.

The use of consistent creative executions – often with the

addition of promotional themes or devices – underlined that

good practice in marketing and communications management

was growing apace.

In particular, judges applauded the growing evidence of an

holistic marketing-oriented approach being taken in many

institutions. Examples such as enquiry capture, CRM, and

customer service – securing the joint engagement and

integration of both marketing and faculty functions – were

greatly evident. This has clearly been the result of internal

marketing and a greater recognition of the holistic role of

marketing and communications functions.

The second of the criteria to be addressed was that of a strategic

campaign. In this respect, the judges concluded that they were

seeking an approach that went beyond the application of good

marketing and communications practice to make a more

substantive difference to the institution or the product or

service that was being promoted.

The judges consequently looked to submissions to provide clear

evidence of a strategy that:

a) was informed by both the organisation’s current position

and by its consumers’ views, attitudes and behaviours

b) identified the challenge and clearly addressed it

c) set goals to be achieved and contributed to their

achievement

d) is consistent with the corporate mission and contributed to

the core image

This year’s entries were significantly less successful in

identifying the strategic context and solution – judges felt they

needed to deduce this more than was desirable. A strategic

submission should, after all, be able to be very clear about the

development and implementation of the strategy.

However, the three Award winners selected were thought to

have delivered a valuable strategic benefit above that gained

by a campaign theme alone.

It must be emphasised here that the judges were not assessing

the appropriateness or effectiveness of the creative executions,

as this is not a creative award.

4

In association with

Category Sponsor

Heist AwardsBlackpool and The Fylde CollegeDeckchair

Project manager: Andy Iredale (Director of Marketing) with Liz Wilson,

Debbie Dean and Sam Coventry

External contributors: Workhouse Advertising and Marketing

Following two years of missing recruitment targets and the

appointment of a new Director of Marketing, the time was right

for Blackpool and The Fylde College to regroup and address the

poor visual coherence of recruitment materials. The resulting

‘Deckchair’ campaign positions the College as a local provider

offering both breadth and depth. Blackpool and The Fylde’s

approach is elevated beyond good practice to strategic success

through its total commitment and the winning of hearts and

minds internally.

Institution of Chemical EngineersIt’s a Blast!

Project manager: Louise Robinson

External contributors: The Communication Group

Driven by the need to address the downward trend in student

intake onto chemical engineering undergraduate degree courses,

this campaign appears to have tackled the challenges of

presumption, prejudice and stereotyping of a discipline and

vocation with some success. It has done so by presenting a truth

that challenges and amends these perceptions in both content and

tone and style. The judges felt that The Institution of Chemical

Engineers had access to considerably greater resources than most

institutional submissions but this in no way invalidated the fact

that a clear challenge had been identified and an appropriate

strategy developed and implemented to address it.

Nescot‘Be Part of the Autumn Collection’ Summer Recruitment

Campaign 2002

Project manager: Lubna Hussain Kazmi (Marketing Manager)

External contributors: Hunter Lodge Design

The two months leading up to enrolment each year are crucial to

Nescot in raising awareness and encouraging potential students.

Cost-effectiveness is essential and this year the College worked with

its agency to investigate the most appropriate media for its messages

of innovation, choice and distinctiveness. Pubs/bars, bus shelters,

train stations and buses were chosen to carry the new creative

campaign to the local area – themed on fashion advertising.

Judges felt that Nescot has developed a communications strategy,

tone and style that successfully engages the target audience. This

is achieved through the use of unusual and intrusive media with

creative executions that recognise that the medium affects the

message. In essence this is a strategy created from an amalgam of

tactical opportunities with the interaction of personality, medium

and message enabling the institution to become a brand that is

visible and relevant to both the audience and the College.

5

In association with

Category 2

Strategic Marketing Campaign: International Student RecruitmentHeist AwardThe University of Salford

Category Sponsor

Judging CriteriaAs with the other campaign categories, judges were keen to

see that implementation of tactical plans were preceded by

planning, informed by research, and followed up with an

evaluation which linked back to specific objectives. They found

it helpful to have some background context to set the scene

regarding why the initiative was taking place.

The international market is not homogeneous and campaigns

aimed at several countries should ensure that the needs of the

different markets are considered. This is crucial from a design

perspective and in the tone adopted, especially within the

context of publications/promotional materials.

Heist AwardThe University of SalfordDeveloping World Class Research – A Malaysian Perspective

Project manager: Tim O’Brien

External contributors: Best Ed Education Consultants

Having experienced a decline in the number of Malaysian students

choosing to study for a first degree at Salford, the University

identified that the market for postgraduate research students

could be much more lucrative. Achievement of four 5 and 5*

ratings in the December 2001 Research Assessment Exercise

provided the ideal opportunity to embark upon an initiative to

position Salford as a leading postgraduate provider within the

Malaysian market. In the face of strong competition, Salford

decided to concentrate on building relationships with key opinion

formers through a major conference on the theme of the

University’s experience of developing a 5* research university.

This focused and innovative marketing campaign demonstrated an

excellent knowledge of the market place. The University had

identified its unique strengths and used these as a focus for

marketing efforts, not trying to be all things to all people.

The University set out specific objectives about the numbers of

students it wished to recruit and the resulting large increase in

students (a significant proportion of which appeared to be

attributable to the event) made this a cost-effective initiative.

6

In association with

Special Award

Market Research to Inform a Strategic CampaignHeist AwardsInstitution of Chemical Engineers

University of Portsmouth

FinalistsUniversity of Bristol – Raising Research Campaign

Keele University – UniWorld Widening Participation Campaign

Judging CriteriaThis new award has been introduced to recognise the

importance of well planned market research in identifying the

need for strategic marketing action and in informing the

execution of campaigns.

Judges considered the entries from categories 1-6 from the

perspective of the contribution which the market research

element had made to the success of the initiative. Any

organisation involved in providing services which need to attract

users should be undertaking a certain amount of research on a

regular basis in order to target communications and adapt

services to meet needs. Consequently, the panel looked for

entries where research preceded the strategy and stimulated

creative thinking to develop solutions to meet corporate

objectives. They also sought evidence that research was used

during projects to test initial concepts and to review success.

Institution of Chemical EngineersIt’s a Blast

Project manager: Louise Robinson

A winner in the UK Student Recruitment Campaign category, this

entry stood out for using market research at initial fact finding,

market testing and review stages.

The campaign was driven by the need to address the downward

trend in student intake onto chemical engineering undergraduate

degree courses without compromising entry standards. Initial

research with undergraduates and teachers established the current

image of the subject and the profession and looked into factors

affecting degree and career choices. The findings informed the

development of literature which was market tested in secondary

schools with teachers and students. Ongoing monitoring of the

campaign and the results it was having sparked further research to

investigate the decision-making phase between initial interest and

application. This led to work with chemistry departments to

identify and promote best practice in student recruitment.

University of Portsmouth ‘Up for It’ Membership Scheme for 12-17 Year-olds

Project manager: Sally Pulvertaft (Director of Marketing)

External contributors: Lawton Communication Group

The drivers behind this scheme which gained the University a

Gold Award in the HE Widening Participation category came from

a number of secondary sources which identified the need to raise

aspirations towards higher education in the Portsmouth and

Southampton areas.

The idea of a club for young people was tested in focus groups

with effort concentrated on finding out what activities and

benefits would engage and interest the target group. Alongside

this primary research, the team looked into available data on

lifestyle and career choice to help them understand motivations

and decision making better.

The result is a scheme that engages young people with the aim of

building their awareness and understanding of and enthusiasm for

the opportunities that higher education offers. It does not single

out those from lower socio-economic groups (a decision taken as a

direct result of the research findings) – it is open to anyone who

wishes to take part although efforts are concentrated on the local

postcode areas.

Trial taster days, monitoring of feedback and review of success all

demonstrate good ongoing use of research.

7

In association with

Category 3

Alumni Communications StrategyHeist AwardKing Alfred’s Winchester

FinalistsKent Institute of Art & Design

University of Newcastle Upon Tyne

Judging CriteriaThe judging panel in this category were looking for entries

which showed that the tactical approach to alumni relations

had a more substantial base in strategic thinking. Successful

alumni communications strategies were likely to combine a

number of elements, for example a magazine linking in with a

website or a magazine coupled with an event. Entries also

needed to provide adequate background information so that

they could be understood within their overall context and not

judged in isolation. Judges were looking for a well-documented

strategy that reflected SMART (Specific, Measurable, Achievable,

Realistic and Timebound) principles. A clear evaluation of

outcomes was considered to be particularly important.

Although, not winners this year, the panel were impressed by the

redesign and content of the the University of NewcastleUpon Tyne’s alumni magazine, Arches and the KentInstitute of Art and Design’s development of the alumni

pages of its website.

Heist AwardKing Alfred’s WinchesterIncreasing Alumni Membership, Summer 2001-Summer 2002

Project manager and internal contacts: Gill Longman (Head of

Communication and Marketing Services) and Sarah Hogan (Alumni Officer)

External contributors: L&S Printing (magazine printing), Cedar Colour

(magazine printing), Shotaway (fulfilment), Sefton Polythene Ltd

(polybags), Marketphone (data cleaning), RM Marketing (gifts)

King Alfred’s aim was to increase the membership of its alumni

association from 1,000 in summer 2001 to 5,000 in summer 2002.

The strategy had an integrated approach, focusing both on

increasing the number of magazines sent out to alumni and

developing the alumni pages of the College website.

The judges were particularly impressed by the College’s success in

merging the long established alumni organisation, The Winton

Club, with the current Alumni Association. They were also struck

by the College’s willingness to admit to difficulties in

implementing its strategy and its use of creative solutions, for

example using a corporate designed polybag to send out the

alumni magazine, using the services of a data cleaning company

and linking the alumni website to the ‘friendsreunited’ site.

The magazine itself has eye-catching covers and interesting articles

that will appeal to a wide range of alumni.

Overall, the judges felt that this was a forward-looking submission

that showed great potential for future development.

8

In association with

Category 4

Widening Participation Strategy – FEHeist AwardBlackpool and The Fylde College – Basic Skills

FinalistsBlackpool and The Fylde College

– SME Business Skill Development

Reid Kerr College

Swansea College

Category Sponsor

Judging CriteriaJudges were looking for clear objectives and measurable goals

being set so as to facilitate evaluation of the widening

participation strategy. They were also looking for evidence that

would convince them the initiative had worked in both the

short and longer terms, for example increases in numbers

registering on basic skills courses and in terms of progression

on to other levels.

All judges felt that the most effective widening participation

strategies should involve partnerships or collaboration to tackle

this issue and were looking for evidence of this within the

submissions.

Beyond this, the panel were looking for innovative or unusual

ideas (or the ‘wow’ factor!) which both they themselves and

other marketers would want to emulate.

Although none of the submissions was awarded a Gold, there

were examples of well presented and planned entries, good

marketing planning, effective collaborations with other parties

and innovative approaches in terms of either use of media or

where the training was delivered

Research and evaluation of the extent to which the strategy

had worked and was cost-effective were the main omissions.

Heist AwardBlackpool and The Fylde College Basic Skills

Project manager: Andy Iredale (Director of Marketing) with Liz Wilson

and Debbie Dean

External contributors: The Imageworks (design), Rock FM (radio)

The judges described this as a well-constructed and professional

submission detailing a well-executed and integrated research-

based marketing strategy and subsequent campaign. The campaign

aimed to increase numbers of basic skills learners at the College,

integrating messages with the Government’s ‘Get on’ initiative

which ran in August 2002.

The judges liked the fact that the College had acknowledged the

need for approaching the basic skills market using something

other than printed media (ie radio and face-to-face stands in

community venues) and the fact that the creative execution of the

print campaign adhered to the findings from the College’s own

research. This had suggested that the target market would struggle

with copy-oriented advertising.

The use of humour in the radio campaign was both appreciated

and seen as appropriate.

The results of the campaign were impressive, although the judges

would have liked more information on its success within particular

sub sectors of the target population.

The judges also suggested that the College could have included

some workplace based aspect to the strategy – either in terms of

student recruitment activity or delivery of classes.

9

In association with

the only destinationyou need to visit

For total educated solutions contact us onTel: 01623 450460 Fax: 01623 450451

e-mail: solutions@linneygroup.comwww linneygroup.com

Achieving success through partnership

A renewed commitment

by the Government to

rejuvenate the post -16

learning sector, driven

through the LSC, means

that 2003 heralds new

challenges and

opportunities for providers,

learners and employers.

During 2003 the LSC, in

collaboration with partners,

will drive through the

changes. We are

determined to support

improvements in a sector

that is vital to so many

individuals and to the

prosperity of our country.

The Learning and Skills Council (LSC) was formed

in April 2001 and is responsible for planning and

funding all post-16 education and training outside

the university sector. We develop funding

frameworks and plan for school sixth-forms, the

Further Education sector, workforce development,

adult and community and work-based learning.

For more information, visit:www.lsc.gov.uk

The essential voice for our universities

Speaking out for a thriving and diverse higher educationsector which creates benefits for all.

Providing and disseminating essential information.

Bringing people together to share knowledge and goodpractice.

For more information visit www.UniversitiesUK.ac.uk

supporting and encouraging

excellence in education marketing

rosemary.stamp@riley.co.ukwww.riley.co.uk

Category 5

Widening Participation Strategy – HE

Gold AwardsKeele University

University of Portsmouth

Heist AwardsUniversity of Sunderland

University of Teesside

FinalistThe Manchester Metropolitan University

Judging CriteriaThis category recognises and supports the public policy and

funding impetus to extend opportunities to a more inclusive

range of potential students. Judges were looking for clear

evidence that entering institutions have internalised widening

participation strategies across the organisation and all

activities – with relevant mechanisms for measurement and

review across all departments and services.

In arriving at decisions the judges took into account the

longevity of each project; although some had been funded for

longer than others they were still looking for interim evaluation.

Where this or full project evaluation was offered, the judges

particularly valued the presence of baselines against which to

measure subsequent impact. Lamentably, detailed evaluation of

projects, particular initiatives or even direct impact on widening

participation in higher education was not well demonstrated in

all entries. Measuring widening participation effectively is one

of the most difficult aspects of this work, but a necessity if

practitioners are to prove the worth of the investment.

The judges also felt it important that entries matched the

policy and good practice definitions of widening participation.

Not every entry qualified as widening participation work by

recognised criteria – some were merely well-targeted niche

campaigns to specific target groups, others achieved very good

response rates but failed to demonstrate that these were

achieved with non-traditional groups only or with a mix of

those from the whole pool of potential applicants. It was

disappointing that few campaigns appeared to specifically

target lower socio-economic groups or those with disability.

Entries in this category have helped to demonstrate the value

of support materials and perpetual relational marketing,

highlighting the skill involved in marketing for particularly

sensitive and fickle markets.

A key factor of the winning entries was their excellent appeal

to the target group, despite a wide range of budget profiles. All

appeared to represent excellent value for money.

Gold AwardsKeele University‘UniWorld’ CD Rom

Project manager: Helena Thorley (Head of the

Undergraduate Division),

Dr Sarah Hatfield (Deputy) and Kate Fox (Web Developer)

External contributors: Creative (design of CD Rom)

A fun way to learn about HE with great appeal to the target group,

judges spent a happy hour or so playing the CD game, which could

be even further developed for more interactivity. This entry showed

good clear background research and checking to provide a

rationale for targeting Year 8 school pupils.

Good supporting evidence and reasons why young white poorer

males are the most under-represented group at university, thus a

key widening participation target, were offered. The supporting

evidence of use of the product was very clear, undoubtedly helping

the project team to get ‘buy in’ from the rest of the institution.

A very marketable communications product that could be sold on

to other universities/LEAs.

University of Portsmouth‘UP for IT’ Membership Scheme for 12-17 Year olds

Project manager: Sally Pulvertaft (Director of Marketing)

External contributors: Lawton Communication Group

A great scheme to develop a club for young people with a name,

logo and slogan presenting a slightly risqué play on the

institution’s name. The entry showed an impressive use of focus

groups to evidence the most effective type of initiative with

resulting objectives well specified and highly appropriate.

The detailed timetable of implementation provides a strong sense of

project direction and offers an excellent reference for measuring and

reflecting on progress. Remarkable amongst the entries, the project

demonstrates a record of continual checking and reflection on

actions and materials to maintain appeal with the target audience.

The project demonstrates an impressive membership of its club with

an outstanding number of website hits in the first six months. The

extent of commercial partnership and sponsorship is also exceptional

and one of the distinguishable features of this project.

12

In association with

Category Sponsors

Heist AwardsUniversity of Sunderland‘Bright Sparks’ Initiative

Project management: Andy Atkinson (Publications and Advertising

Manager), Sue Reece (Head of Student Recruitment), Rachel Dunnett

(Bright Sparks Co-ordinator)

Judges were pleased to see Bright Sparks back with a clearly and

concisely set out entry. In a hard-to-recruit-to subject area, it is

particularly important to introduce young people to science and

Bright Sparks is now a well-tested formula showing rapid growth

for a relatively small outlay, therefore good value for money.

Excellent media coverage has been achieved – the project has

obviously caught people’s imagination.

Judges would like to see evidence of measuring for the

participation of lower socio-economic groups and those with

disability, as this is not spelled out. In the long term it will be

useful to see how many young people who join Bright Sparks go on

to do science at university – and where they come from.

University of Teesside‘Raising Aspirations’ – The University of Teesside’s Schools

and Colleges Liaison Campaign to Widen Participation

Project manager: Sharon Bimson (Schools and Colleges Liaison)

The entry provided an outstanding array of baseline measurements

from which to measure current and future success. Market

segmentation provided an excellent approach from which to

achieve the comprehensive set of widening participation

objectives. The information on activities, targets, objectives,

strategy and implementation, communication, outcome and

successes was presented in an impressive and succinct manner.

The decision to involve key influencers is comprehensive and the

extent of parental involvement in a varied series of ongoing events

matched to potential students’ age/development is particularly

welcomed. The wide-ranging array of material used to support

activities is attractive, informative and relevant.

An extraordinary growth in applications by 19.19% over a year is

impressive and the organised and integrated approach

demonstrated would instil any potential student with a belief that

Teesside is interested in them, committed to widening

participation and highly professional in its approach.

13

In association with

Category 6

Public Relations CampaignGold AwardUniversity of Bristol

Heist AwardsThe Manchester Metropolitan University

Plymouth College of Art and Design

Staffordshire University

FinalistsThe University of Bradford

The Chartered Institute of Marketing

City University

Institution of Chemical Engineers

Judging CriteriaThis is a complex category, due to the diversity of the entries in

terms of campaign subject, involvement of external

contributors and levels of budget. However, the winners

represent a significant amount of work by the individuals and

teams involved. It is exciting to see such wide-ranging and

high-quality campaign activity being undertaken in the sector.

Gold AwardUniversity of Bristol‘Raising Research’

Project manager: Cherry Lewis

External contributors: Totem (design for Celebration 2001), CW Design

(re:search), The Denman Trust (sponsor of Research Publicity Officer)

Judges were very impressed by this campaign. Well-organised and

executed with clear objectives, it represents a strong team effort by

press and public relations, alumni, development and publications

staff working together to achieve the aim of raising the profile of

Bristol’s research achievements and how they impact upon the

general public.

The Celebration 2001 programme was a strong element which used

the creative approach of sending academics out into the community

to speak on a range of subjects – truly outreach in action!

With increased competition for research funding, Bristol’s

campaign is a model for others.

Heist AwardsThe Manchester Metropolitan UniversityInternal Liaison Campaign

Project manager: Susan McGrath (Head of Education Liaison)

Like many other HEIs, The Manchester Metropolitan University

has been undergoing reorganisation, resulting in the creation of

distinct faculties. A new Education Liaison Office (ELO) was

commissioned to deliver the first institution-wide recruitment

activity ever undertaken at MMU, and of introducing a centralised

clearing system for August 2002.

This is a campaign that will strike a chord with many colleagues

who have found themselves in the position of being required to

undertake a seemingly massive task with scant resources. The

commitment and enthusiasm of the individuals involved clearly

rubbed-off onto academic and support staff and it has therefore

succeeded in its ultimate aim of encouraging staff engaged in

recruitment activity to involve the ELO.

A well-executed campaign, it shows evidence of excellent groundwork

in establishing the varied nature of recruitment activity being carried

out within the institution and beginning to bring that activity

together under one banner. It has been extremely effective, and is a

testament to the sheer hard work of the individuals involved.

Plymouth College of Art & Design‘Top Ten Tips’

Project manager: Carolyn Stoakes (Director of Student Services and Marketing)

External contributors: Mark Swain and Philip Harris (Primary Business)

This simple yet effective campaign followed research into the

training needs of the creative industries in the South West. The

College set out to meet these with a number of training sessions

on cost effective use of advertising and marketing.

Clear objectives enabled judges to assess what had been achieved

and in-house resources helped to control costs. The interest raised

is likely to lead to follow-up training to meet local workforce

development needs.

Staffordshire UniversityCommunity Relations

Project manager: James Tallentire (Press Relations Manager) supported by

the Press Office, Public Relations Team and Design and Print Unit

External contributors: North Staffordshire NHS Health Promotion

This was a low cost, but quite ambitious project designed to turn

the annual University fund-raising run into a major community

event. Walk for Life – Taking Strides Against Breast Cancer was the

brainchild of the PR manager featuring two sponsored walks linking

both campuses. The University hoped to benefit by raising awareness

of its public facilities while raising money for a worthy cause.

As a result of the pre-publicity, the event attracted more than 240

walkers despite a daylong downpour. An excellent low cost campaign!

14

In association with

Category 8

Further Education Prospectus

Category Sponsor

Judging CriteriaJudges were looking for publications which:

~ were true to themselves – representing the needs of their

target audience and reflecting the college’s agenda

~ demonstrated innovation and creative thinking to stand out

from the crowd

~ were friendly and welcoming and supported widening

participation and equal opportunities

~ suggested that marketing drives the curriculum

~ explained links with employers and businesses

Although not a winner, judges commended Lauder Collegefor its innovation in dividing its prospectus into two – one for

under 20’s and one for over 20’s.

Gold AwardLeeds College of TechnologyFull Time Course Guide

Project manager: Philip Steel (Marketing Executive)

External contributor: Workhouse Marketing

This entry met every criteria specified by the panel. The area of

technology was something the judges felt could come across as

dull, boring and dry. However, this publication managed to bring

the subject to life in an attractive manner.

The images used are excellent and the publication really works for

the target audience it is meant for, right through to the envelope it

was distributed in.

This prospectus stands out from the rest of the entries as an

outstanding example of an FE prospectus which other institutions

should aspire towards.

Heist AwardsBlackpool and The Fylde CollegeWhat Course? – The awards issue

Project manager: Andy Iredale (Director of Marketing) with Liz Wilson

(Advertising Manager) and Debbie Dean (Marketing Assistant)

External contributors: The Imageworks Ltd (design and print),

Simon Stock (photography)

This ‘magazine style’ prospectus was liked for its youth-

orientation, which is obviously key in this FE market. The design

and images within this publication were thought to be good. The

braille on the front and back covers reflected the importance of

equal opportunities.

The college was thought to have clear objectives, most of which

were met.

Cricklade CollegeFull-time Prospectus 2003/4 – Your Future, Your Choice

Project manager: Ruth Sparkes (Marketing Co-ordinator)

External contributors: Raincoat Design, Kent Edwards (printers)

This bright and vibrant publication is full of happy, smiley people.

Judges felt the design makes good use of the format and is very

visually appealing. Case studies of what students go on to do

were commended.

Warrington Collegiate InstituteGo for It – 16-19 Prospectus (Academic Year 2001-2002)

Project manager: Kathryn Higgins (Learner Services Team Leader)

External contributors: Jan Chlebick (photography), Shanleys (print)

Internal contributors: Hazel Roberts (design), Roisin Rowley-Smith (copy)

This pocket sized prospectus was liked for its innovative look.

It was felt to be young person orientated, providing all the relevant

information needed. Quotes were commended for being original

and used well to break up text.

Information can be found easily as there is consistent design

throughout. The panel thought that it would appeal to non-

traditional students as it made learning look ‘cool’.

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In association with

Gold AwardLeeds College of Technology

Heist AwardsBlackpool and The Fylde College

Cricklade College

Warrington Collegiate Institute

FinalistsBradford College, Croydon College, Dudley College,

Edinburgh’s Telford College, Lauder College, Nescot,

Newcastle College, Newry and Kilkeel Institute of

Further and Higher Education, St Helens College,

Strode College, Westminster Kingsway College

Category 7

Higher Education ProspectusGold AwardsThe University of Bradford

King Alfred’s Winchester

Northern School of Contemporary Dance

Heist AwardsBath Spa University College

Bradford College

Falmouth College of Arts

Trinity College of Music

Judging CriteriaThe quantity and quality of entries in this category always poses

judges with a challenge. So many publications are good (and

indeed very good) that tough decisions have to be made.

On top of the usual criteria of clear navigation, targeting of

language and prompting action, the panel looked for the

following in the publications that were to be selected to

represent the leading edge of prospectus production in 2002:

~ differentiation of the institution through clear statements of

competitive advantage – ideally backed up by hard evidence

and external endorsement

~ a recognition of the importance of careers/progression

opportunities in the decision process with use of first

destination statistics and examples of job areas

~ integration of communications – pointing up the website

and its contents in appropriate places, in particular with

course entries, and making it clear when further

information booklets can be requested

~ strategy – using the prospectus as part of a planned student

recruitment strategy which could include other activities

such as relationship marketing but maintaining a

consistency of message/design approach

~ effective use of design to position and to promote – one judge

described it as using ‘advertising principles’ to attract the

reader in (front cover) and keep their interest.

Because of the very specialist nature of some of the

institutions entering, judges took this into account when

making the awards – ensuring representation from all types of

organisation in the final winners list.

Three of the finalists were commended for particular aspects of

their work: Harper Adams for its very effective use of design

and photography to convey a distinctive personality;

University of Portsmouth for its introductory section; and

Trinity and All Saints College for its work on an integrated

set of communications materials.

Gold AwardsThe University of BradfordUndergraduate Prospectus 2003

Project manager: Alison Darnbrough

(Director of Marketing and Corporate Communications)

External contributors: Face (design), Broad Daylight (photography),

Linney Print

The design, photography and use of colour and differentiating

copy work well to present the institution in a good light. The

addition of a separate mini guide to Bradford is an innovative way

to address the negative perceptions that are held about the city.

Quantified information on career destinations is given with real

examples. Course entries include website links to specific pages.

Quotes from students and staff are used well.

King Alfred’s Winchesterstudy@kingalfred’s undergraduate 2003

Project manager: Gill Longman

(Head Communication and Marketing Services)

External contributors: Linney Print

This entry presented solid evidence of market research including a

clear understanding of the institution’s selling points and the

profile of its target audiences. Cost-effectiveness has been

maximised by use of an agency for initial design concepts which

could be followed through by internal staff. This has enabled the

colourful and distinctive concept to be extended to an impressive

set of materials used in maintaining the relationship from enquiry

to enrolment – course information, open day registration card,

student handbook, etc.

Northern School of Contemporary DanceProspectus 2003

Project manager: Richard Whistler (Marketing Officer)

External contributors: Globe Design, Steve Hanson (photography)

Outstanding photography has been used effectively with colour

and layout variations to achieve a result which cannot fail to

impress. Careers information, a good introduction to Leeds with

relevant external website links and great profiles of the tutors

demonstrated that the copy had been thought about just as

carefully as the design.

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Heist AwardsBath Spa University CollegeUndergraduate Prospectus 2003/2004

Project manager: Tessa Alton (Head of Marketing and PR)

External contributors: The Creative Dept

Judges loved the use of typography to add interest to the pages

and to lead the eye into the text. Course spreads looked interesting

with relevant photography and a ‘snapshot’ fact column along the

edge of the page to summarise details including career

opportunities, QAA score and key features. Course combinations

can be seen easily using a quick reference grid which is on a flap

inside the back cover and hence can be viewed alongside the

course details on any page.

Bradford CollegeProspectus Undergraduate and Postgraduate 2003

Project manager: Janet McNeill (Public Relations and Marketing Officer)

External contributors: Globe Design Consultants, Camera Crew

(photography), Nuffield Press (print)

After finding a winning formula which has achieved past

successes in the Heist Awards, Bradford has now evolved its

prospectuses based on thorough research with target audiences.

The result is a new design style but the publication retains the

excellent course information pages which won it commendations

in the past. The photography creates the feeling of having visited

and projects a happy, lively and friendly place.

Falmouth College of ArtsProspectus 2003

Project manager: Jilly Easterby (Public Relations Officer)

External contributors: Fox Design Consultants, Bob Berry (photography),

Top Twenty Displays (repro), Westernprint (repro and print)

Few prospectuses use the front cover to position an institution in

words as well as pictures – Falmouth’s statement of its competitive

advantages is simple and powerful – introducing the

‘Peoplelikeus’ theme that is followed through with profile pages

of students and graduates inside. Great photography and use of

colour make for stunning course spreads which incorporate shots

of student work. Care has been taken in the copy introducing

each course to ensure that the typical repetitious ‘This course

offers students...’ is avoided.

Trinity College of MusicProspectus 2003

Project manager: Emma Kendon (PR and Marketing Manager)

External contributors: Matt Prince, Richard Learoyd and Dominic Dibbs

(photography), Mark Cranton (in-house design), Trichrom Ltd (print)

The printed prospectus is complemented by an exceptionally well-

thought-out and produced CD which allows the user to take a

virtual tour of the College and evesdrop on some of the activities

taking place. It is the effectiveness of this package that wins

Trinity College of Music a Heist Award. The printed publication

has strong imagery and the classical design oozes quality.

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FinalistsHarper Adams University College

University of Hertfordshire

University of Lincoln

Liverpool Institute of Performing Arts

University of Newcastle Upon Tyne

University of Portsmouth

University of Surrey Roehampton – Becoming a Teacher

Trinity and All Saints College

University of Wales Institute, Cardiff

Category Sponsor

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Category 9

Postgraduate Prospectus Gold AwardsBirkbeck, University of London

Goldsmiths College, University of London

Heist AwardsInstitute of Education, University of London

King Alfred’s Winchester

FinalistsThe University of Bradford

University of Glamorgan

University of Hertfordshire

University of Newcastle Upon Tyne

The University of Salford

The University of Sheffield

Judging CriteriaThe postgraduate prospectus should be aiming to make an

impression, setting the institution apart from the competition,

as well as delivering relevant content in an inspiring way to

the target audience. Cover impact, paper and format choice,

photography, page layout and the use of colour were all

considered by the judges. The inclusion and positioning of

information about research opportunities/activities as well as

taught courses was thought important, with the panel

preferring to see this presented in department/subject

sections rather than separating courses from research.

Of the finalists, The University of Sheffield’s publication

was commended for its contemporary feel, use of typography

and presentation of information.

Gold AwardsBirkbeck, University of LondonPostgraduate Courses and Research 2003

Project manager: Jane Van de Ban (Marketing and Publications Officer)

External contributors: Hudson Fuggle (design),

The Photo Unit Birkbeck and THEM (photography), Linney Print

The three-quarters A4 size sets this publication apart from the rest

of the pack. Its effective use of typography and photography

conveys an image of a vibrant and active environment. The course

and research information is presented clearly with good use of

colour and boxes to highlight information. Student and staff

quotes are used well to add interest throughout the publication.

Goldsmiths College, University of LondonPostgraduate Prospectus 2003

Project manager: Timothy Lawson (Publications Officer)

External contributors: epitype (design), Broglia Press (print)

This prospectus demonstrates what is possible on a low budget –

two-colour throughout it presents a highly creative and dynamic

institution in a very distinctive way. The first three pages, live up

to the brand message of ‘the UK’s leading creative university’ and

the well-written copy is in tune with the target audience.

Heist AwardsInstitute of Education, University of LondonAdvanced Courses 2003-04

Initial Teacher Education 2003-04

Project manager: Helen Green (Press and Publicity Officer)

External contributors: Crescent Lodge (design), The Colour Works (print),

Philip Meech (photography)

These two complementary prospectuses (each covering a different

range of courses/target audiences) were entered separately and

both were considered by the panel to be worthy of an award. They

project an understated confidence through the sophisticated

design style yet display information in a clear and uncluttered way.

Photography is used to achieve maximum impact with action

shots and more candid people pictures.

King Alfred’s WinchesterPostgraduates@kingalfred’s Programmes 2003

Project manager: Gill Longman

(Head of Communications and Marketing Services)

External contributors: Linney Print

A real sense of personality is conveyed through this effectively

designed prospectus. The bold and brave use of colours makes an

immediate impact – ‘It’s hard to forget,’ commented one judge.

The information is presented clearly with photos giving a visual

impression of life at King Alfred’s that is appropriate for the

target audience.

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In association with

Category 10

Publication Promoting Part-time OpportunitiesGold AwardUniversity of Sunderland

Heist AwardsLondon College of Printing

Rugby College

FinalistsBirkbeck, University of London

Derby College

Reid Kerr College

Swansea College

Judging CriteriaThe judging panel looked for evidence that institutions really

did understand their target market. Credible market research

is essential – not just relying on existing students for research

purposes, but also targeting of the audience/s who are under-

represented in the institution. Publications have to be easy to

use and have the essential information – those omitting what

the panel considered to be vital detail (such as course fees)

were not short-listed.

The design and structure of course information in publications

comes in many forms and creativity of approach was applauded.

The thought that goes into distribution of the publications and

the cost-effectiveness were also considered by the panel.

Gold AwardUniversity of SunderlandPart-time Magazine 2002/2003 Entry

Project manager: Andy Atkinson (Publications and

Advertising Manager)

External contributors: The Roundhouse/Mailer (design),

Potts Printers, Rent-a-Writer (copy), Alex Telfer (photography)

The judges felt this to be a very original approach to promoting

part-time higher education. The publication looks and feels like a

magazine, and it works! Good use of photographs and space eases

the reader gently towards the course information and the tone is

very encouraging for the potential student. Effective use of links

with industry added to this.

The excellent distribution policy justified the cost and early

enrolment figures look encouraging.

Heist AwardsLondon College of PrintingLCP 2002-2003 Part-time Prospectus

Internal contacts: Doreen Stone, Lauren Hotson (text manager),

Joe Paice (Images manager)

External contributors: Frazzlefish (design), Jan Erik Posth (photography),

Ventura Litho (printers)

The size (smaller than A5) and use of interesting photography

makes this an appealing and different prospectus. The course

information is concise and modern. It has a quality feel which you

would expect to associate with a printing college. The design uses

space and is refreshing, quirky, and modern – very appropriate for

the target audience. Navigation is excellent with a course listing at

the front and an index at the back.

Rugby College‘FWD’ Part-time ProspectusProject manager: Kate Atwell (Marketing Co-ordinator)

External contributor: Cre8 (agency)

This is an excellent example of disguising further education

opportunities in a “magazine lifestyle” way – not necessarily

original but certainly effective.

There is good use of photography (that captures the target group

well) and colour throughout the publication. Promotional

incentives are a nice touch to encourage early enrolment.

The detailed information on the market research carried out

was welcomed.

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In association with

Category 11

Web Site for Marketing UseGold AwardsSheffield Hallam University

Wakefield College

Heist AwardsBournemouth University

University of Ulster

FinalistsThe Nottingham Trent University

Judging CriteriaThe category title makes the important point that websites

should be part of an integrated marketing strategy – those that

have achieved awards stand out from the crowd in thinking

about the target audiences and the other materials they come

into contact with.

The visit experience starts with the home page and judges

were keen to see menus which reflect user needs and features

pointing to pages of topical or newsworthy interest. The

editing of copy for the web, consistency of the design and

navigation experience and evidence of review and user testing

were also important.

Robust technology has to underpin website development – fast

download time and effective use of database content

management systems were considered essential for sites to be

at the leading edge of the sector.

The Nottingham Trent University reached the final stage of

judging. While not a winner this year, judges applauded the

site’s distinctive homepage (www.ntu.ac.uk) with student

profiles as a refreshingly different approach.

Gold AwardsSheffield Hallam Universitywww.shu.ac.uk

Project manager: Will Cox (New Media Marketing Manager)

SHU’s site is ‘brimming with good e-marketing and e-CRM

practice,’ commented one judge. It shows a real grasp of e-

communications with a proactive stance being taken on collecting

visitor data for marketing purposes and integration with off-line

campaigns (Flat Bob). Concepts of viral marketing (send an e-

postcard to a friend), advice guides (attracting a wider range of

visitors to the site) and on-line application for part-time courses all

place this at the forefront of its peer group. Consistent design,

excellent course listings and well-structured intuitive navigation

will be appreciated by users.

Wakefield Collegewww.wakcoll.ac.uk

Project manager: Dean Yoxall (Webmaster)

The high design values of this newly developed site and the

professional feel will project a positive image for the College across

a number of target audiences. The site concentrates on the core

information likely to be sought by potential students and other

audiences and uses very customer-focused navigation. Advert

features on the home page change on refresh and provide a

dynamic insight into some of the College’s activities. Course

information is well displayed in a question and answer style.

Heist AwardsBournemouth Universitywww.bournemouth.ac.uk

Project manager: Grant Campbell (Head of Design)

External contributors: Netpol Research Agency, Zoo Media,

Sam Bailey New Media Consultancy

A lot of thought and research has gone into this newly designed

site with visual guidelines extending down to academic school

level. Bournemouth is one of few universities recruiting in the

international market to offer a welcome in a home language to

these visitors. The home page clearly shows a commitment to

potential international students and dovetails with off-line

recruitment activity. Great use of captioned photographs and well

edited text.

University of Ulsterwww.ulst.ac.uk

Project manager: Gareth McAleese (Web Development Manager)

A very different feel to this site is created by its focus on

newsworthy happenings at the University. It appears more driven

by corporate affairs than student recruitment priorities –

illustrating the University’s role in regional, national and

international contexts. The menu structure and database

technology works very well. Having separate sections for the

‘social’ aspects of the diverse campuses is a good move – perhaps

the ability to gain a list of courses for each campus would be

welcomed by potential students?

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