Tight budgets, fragmented marketing, and the challenge of raising the profile of Higher Education (HE) within Further Education (FE) settings are familiar struggles for college marketing teams. But what if there was a more effective way to overcome these obstacles?
The College Marketing Network (CMN) recently united more than 20 colleges to demonstrate that collaboration is the key to success. By pooling their resources, these colleges launched a high-impact national marketing campaign to spotlight the power of local, College-based Higher Education (CbHE).
A Campaign to Meet a Critical Need
In the UK, over 130 FE colleges provide higher education to around 100,000 students annually. These programmes are vital for economic growth, primarily because they:
- Serve adult learners, with over 70% of students aged 21 or older.
- Deliver vocational courses tailored to local industry needs.
- Offer flexible study options for those already in the workforce.
- Widen participation by making higher-level skills accessible to all.
In short, colleges are already delivering the bulk of England’s higher technical education. This campaign, built around the tagline “You don’t have to go far to go further,” was designed to bring this essential contribution into the national spotlight.
Bringing the Vision to Life
At the heart of the campaign is an inspiring film produced by the award-winning agency Clearhead. But the collaboration didn’t stop there. Participating colleges received a full suite of creative assets, including social media clips and still photography, with some featuring their own college branding. This provided each institution with high-impact, ready-to-use marketing materials at a fraction of the cost of going it alone.
The creative focuses on authentic student stories from diverse backgrounds, showcasing how they advanced their careers through courses at their local colleges. By highlighting relatable journeys, the film powerfully conveys that accessible, high-quality HE is available right on your doorstep.
The campaign’s national reach was secured by the specialist marketing agency Forward & Thinking, which managed a broadcast slot on ITVx. This ensured the message reached a broad audience of prospective students and influencers, amplified further by social media sharing from every partner college.
Endorsed by the Sector
The campaign’s launch was perfectly timed following the publication of a recent report; ‘Taking Higher Education Further: Widening Opportunity through College Based Higher Education’, published by Lifelong Education Institute (LEI) in partnership with the Mixed Economy Group. The report described colleges as “a vital strand” of higher education and emphasised the urgent need to raise awareness – a goal directly addressed by this campaign.
The initiative gained the support of the LEI, who shared the campaign with their members. This broad backing adds significant credibility and highlights the sector-wide consensus on the importance of promoting and expanding College-based HE.
A New Standard for Collaboration
This innovative project demonstrates what can be achieved through unity and creativity. As the LEI report states, “working together, colleges and universities can open up accessible opportunities and make a real difference to people’s lives.”
The “You Don’t Have to Go Far to Go Further” campaign turns this principle into action. By pooling budgets and ideas, the participating colleges have not only raised the profile of their HE offerings but have also created a tangible, cost-effective marketing package and set a new template for future collaborative marketing in the sector.
“By pooling our budgets, we created a campaign with impact and quality far beyond what any one college could achieve alone. This project exemplifies the power of connection and collaboration that CMN champions. It’s one of the many benefits of being part of the network.”
Sean Howitt, Head of Marketing & Communications at Solihull College & University Centre
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The Power of Connection and Collaboration
As we continue to face the challenges of tight budgets and fragmented marketing, this campaign serves as a shining example of what’s possible when colleges collaborate and pool resources. The “You Don’t Have to Go Far to Go Further” initiative is just one way CMN is helping colleges amplify their voices, raise awareness, and drive meaningful change within the Further Education sector.
The power of connection and collaboration cannot be overstated. This campaign not only demonstrates the incredible impact that can be achieved when colleges work together but also sets a new benchmark for future marketing collaborations in the FE sector. As we look to the future, CMN remains committed to supporting colleges in their efforts to grow and thrive, helping them showcase the vital role they play in delivering accessible, high-quality higher education.
“This initiative really shows that when colleges come together through the CMN, their collective voice can make a huge impact on the Further Education sector.
“At CMN, we’re here to support our members and boost the growth of FE by building connections and sharing knowledge. Being part of CMN means joining a network that fosters collaboration and provides a platform to thrive.”
Emma Wilde, Executive Director, College Marketing Network (CMN)
By joining forces, we can continue to shine a spotlight on the incredible work taking place in colleges up and down the country, ensuring that more students can access the higher education they need to thrive. The future of Further Education is brighter when we work together.
