Marketing strategy

Marketing is not simply about promoting your offer to the employer. It requires a planned approach through a marketing strategy and a plan that shows how marketing can support your organisation’s strategy for engagement with employers and intermediary organisations. It needs to be consistent with messages from the national strategy. Responsive marketing is changing the way that organisations generate their new business appointments. In a responsive organisation marketing will aim to change your clients’ perception and previous experience of the FE sector, by your being informed about local, regional, national and sector skills needs and about your customers and that your marketing activities will reflect that knowledge.

For example, your marketing plan will clearly identify the way you have segmented your market and targets set against local priorities as well as highlighting where the required resources are needed. Within this plan is a pricing strategy for all your products and services and that staff are familiar with and trained in its use. Methods for evaluating the effectiveness of all your marketing activities as an overall organisation and for individual sections, are identified and are effectively analysed to inform future marketing activities.

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