something big 2016 sixth form prospectus review
TRANSCRIPT
OPEN
PROSPECTUSREVIEW.
SIXTH FORM
WE WORK WITH MANY CLIENTS IN THE EDUCATION SECTOR WHO WANT TO CREATE THE BEST POSSIBLE PROSPECTUS TO HELP THEM FIND AND RECRUIT THE BEST STUDENTS FOR THEIR COLLEGE.
AS A CREATIVE
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Last year we undertook a prospectus review to see how sixth form colleges were presenting themselves, and what parents and prospective students felt about their prospectuses.
Why are we doing this?
We want to help our clients design the best possible prospectus that really showcases their college and what they have to offer. Great design is more than looking beautiful, it’s also about making sure it appeals to the target audience, so it’s key for us to seek their opinion.
COMMUNICATIONS AGENCY...
DID YOU KNOW? THAT COLLEGES EDUCATE AND TRAIN
2.9 MILLION PEOPLE IN THE UK EACH YEAR?
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BUT FIRST...WHAT’S CHANGED?We’ve been busy reviewing and researching previous college prospectuses to see what’s changed, and if these changes have been for the better or worse. Have colleges truly reflected their brand, showcased their facilities and given both parents and students the information they are looking for?
WHAT DID WE FIND?
FORMAT
46% used A4 format
28% used small rectangular format
26% used medium rectangular, square or unique format
COVER
59% had a thick matt cover
41% had either a thin matt, medium thick or uncoated cover
PAPER STOCK
84% used glossy or matt
16% used uncoated
EXTRAS
50% had a letter, brochure or both
34% had no extras
16% had an application form or an additional prospectus
DESIGN AND LAYOUT
All prospectuses had good, simplistic design and layoutOnly 16% had too many images or too much text per page
All prospectuses used realistic photography, only one had not matched the target market
PAGESThe average page number (including covers) 7625% have less than 50 pages
25% have more than 100 pages
LOOK AND FEEL
50% had a professional, academic look and feel
34% had a premium look and feel
16% had an ordinary, plain look and feel
IS YOUR
Is the content engaging? Do you show images, colours and fonts that truly reflect your identity?
ARE YOU TALKING TO THE RIGHT PEOPLE IN YOUR PROSPECTUS? Consider that both parents and students are equally important, but may require different information… or information to be delivered in a different way.
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PROSPECTUSTHE BEST IT COULD BE?
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STUDENTS“I really like that they’ve shared where the leavers have gone to – makes me feel confident in attending.”
“It’s good to see real life images of students doing activities that I could get involved in.“
“The front cover needs to look fun, inviting and exciting or I wouldn’t want to go to that college!”
“My favourite prospectuses are the ones that are easiest to read, less words and more pictures showing what we get to do on the course.”
PARENTS“The prospectus gives me a feel to how much the college invests in their students, if they try hard to get the right students then they are likely to look after them.”
“As a parent I want a clear view of what the college can offer my child.”
“Seeing what new skills my child could develop outside of their course is really important.”
WE’VE TALKED TO SOME
PARENTS AND STUDENTS AND HERE’S WHAT WE FOUND OUT...
“There is a lot of choice at college which is great but it can be overwhelming so being able to understand what my options are is quite important.”
“What I’m looking for in the prospectus is what it’ll be like to be there from, not just the courses, but the type of friends I might make, what food there is, what the facilities are like.”
“Location is so important! Having a clear map and transport links is really useful when looking at college prospectuses.”
“I feel really under pressure to help my daughter make the right decision. I need the prospectus to help me make that decision, so clear choices of different pathways and what career options come from different courses is key.”
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Getting the right students for your college and helping them choose the right course is vital.
THE PRESSURE IS ON:
Participation in full time education for 16-18 year olds is on the up, so you need to stand out to make sure you make the most of the growing market. 2013/14 saw the highest levels since records began, rising by 1.6%.
Did you know that 178,000 16-18 year olds failed to complete their post 16 qualifications?*
*The Independent “drop out generation” failed by colleges - 2012/13 article.
HAVE YOU CONSIDERED...
In 2015, 71,000 students chose to take an apprenticeship through colleges – are you talking about apprenticeships?
15% of students in colleges have a learning difficulty and or disability – are you clearly illustrating how you can support these students?
22% of 16-18 year olds and 29% of adults in college are from an ethnic minority background.
OTHER THINGS TO CONSIDER...
LESS IS MORE “CLEAR TITLES AND SMALLER PARAGRAPHS - GET TO THE POINT!”
“I DON’T NEED TO KNOW EVERYTHING ABOUT THE COLLEGE, I CAN GO TO THE OPEN DAY FOR THAT.“
“THE PROSPECTUS HELPS ME GET A FEEL FOR THE COLLEGE BUT FOR THE COURSE INFORMATION I’D PROBABLY EXPECT TO FIND MORE ON THEIR WEBSITE.“
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TOP TIPS Brand is key – Be transparent and reflect your college through your images, font and colour scheme. Don’t follow every trend – you are unique and need to stand out from the crowd, and be recognized for your reputation, tone and image.
Less is more – provide your prospective students and parents with condensed, clear, concise content and lean on your website for more detail.
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Always use real life imagery – allow students to be able to imagine themselves at the college.
Give clear, easy to understand travel information – by providing students and parents with this is a great way to show them that you’ve got everything covered. Present an engaging, clear map to illustrate the best ways to get to the college whether it be via train, car or bus.
Show that life only truly begins after you leave college – present real life case studies of students who have attended the college and how they are now happy in their career – how did the college help?
Work hard, play hard – show fun activities, trips, clubs that the students can be part of. Use great photography and real quotes from students to sell in the college’s community spirit.
Being straightforward – clearly showing the minimum grades that are required for a student to be able to take part in the course, answer their main questions. ‘Do I have the grades to take this course? Will it be too hard?’
Clearly highlight – the different pathways available to your students whether it’s A Levels, AS Levels, BTEC or apprenticeships – provide them with the best information to steer their decision.
Social Media – promote your social media channels so that you can keep the conversation going with potential students.
Be yourself – everything you do with your prospectus, from the images you choose to the type of paper you print on reflects how you portray your college.
OUR
BE INFORMATIVE, CONFIDENT
AND FRIENDLY.
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WHAT TO INCLUDE IN YOUR PROSPECTUS● Options for pathways
● Course overview
● Course facilities
● Course information
● Results
● Extra curriculum activities
● Pastoral care
● Personal note from the principal
● Career opportunities
● Stories from ex students
● Transport information
● Location
PROSPECTUSES WE
REVIEWED● Godalming College
● Reigate College
● Merrist Wood College
● Farnborough Hill
● Christ The King Sixth Form College
● Guildford College
● Coulsdon Sixth Form College
● Brighton Hove & Sussex Sixth Form College (BHASVIC)
● Reigate Grammar School
● East Berkshire College
● Dulwich College
● Nescot College
● South Thames College
● Central Sussex College
● Woking College
● Farnham Sixth Form College
● Alton College
● Brooklands College
● Carshalton College
● Charterhouse Sixth Form
● Esher College
● Merton Sixth Form
● Strodes College
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