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Leicester College wins prestigious HEIST award


Leicester College has triumphed at the 2011 Higher Education Information Services Trust (HEIST) awards, winning recognition in the ‘Best Student Recruitment Campaign’ category.

The College’s marketing team scooped a silver award for its Student Recruitment Campaign which highlighted the career aspirations and ambitions of learners. Influenced by inspirational media such as Britain’s Got Talent, The X Factor and associated reality television programmes, the campaign featured three highly ambitious current Leicester College learners and raised questions such as “why can’t an inner-city mechanic aspire to work for Ferrari?” and “how can a computer-studying female succeed as a world-class programmer for Google?”

Bus and Taxi poster advertising, texting and live chat were among the channels used to communicate these campaign messages during the months of July and August 2010.

With over 4,500 new learners recruited for the 2010/11 academic year, the campaign had significant impact in raising awareness of the courses offered at Leicester College.

The winners were announced at a ceremony hosted by the UK’s leading education marketing body at The Queens Hotel in Leeds on 26 May 2011. The Awards were presented by the actor and writer Simon Callow.

Sue Bourne, Head of Marketing and Sales at Leicester College said: “The marketing team at Leicester College is proud to have received this award for the best student recruitment campaign.  It is worthy recognition of the excellent work of the department.”

The Heist awards celebrate the professionalism and innovation of education marketing across the UK.