‘Time to embrace technical history’
WHEN I saw the job advert, it read…: ‘Do you want to help put Stoke-on-trent College on the map?’
As a proud, born-and-bred resident of this pioneering city, and as a college alumni, this call to be part of the technical college of the city’s journey of transformation was too good to miss.
Five months into my journey, it is clear that the college provides significant economic and social value to the communities it serves.
But sometimes its technical career pathways and courses are not as wellknown and therefore less frequently recommended to prospective students, young people or adults, across the city region.
Helping to level up chances for young people and adults by providing an aspirational vocational, professional and technical education that is inclusive and supports individuals to progress has become our bold marketing mantra.
This is in line with the college’s widening access and participation commitment.
Marketing the benefits and value of this education and training is certainly not a walk in the park, but then who wants an easy life?!
Like the city, further education has suffered from years of underinvestment and a poor profile, and therefore it’s important to ensure the key messages of the value of technical education to the individual in terms of skills and salary is properly understood by those advising our young people and adults.
As a route to university, the college is also a pipeline of talent and an opportunity to help reskill or upskill the workforce for industry changes and challenges, including digital, artificial intelligence, robotics and sustainable solutions.
The campuses in Shelton and Burslem are vibrant places where I constantly meet employers, teaching professionals, support staff and students with a fascinating array of interests and expertise providing a treasure trove of stories.
And by helping to tell their stories, we can showcase the college’s true diversity.
Historically, we’ve been quite reserved in all that we do and say, especially when it comes to shouting about our successes and, like other providers across the sector, there have been policy and funding challenges but we have bounced back stronger.
In December, after almost a decade, the college was graded good by Ofsted. If only the atmosphere at college and among our partners and supporters when the news was announced could have been captured and bottled.
We hope you’re noticing a change for the good too. These are exciting times with lots to shout about: our four growth areas of Creative and Digital, Construction and Green Technologies, Health and Social Care, and Engineering continue to go from strength to strength; a new capital programme is under way; new T-levels start in September; and there’s an exciting adult and distance learning offer available online or via a combination or workbook and telephone tutor support.
Brands can become diluted with messaging and brand guidelines unevenly utilised, and opportunities lost or not fully capitalised because of weak communication.
It is paramount to reposition the Stoke-on-trent College brand at the forefront of the minds of prospective students, employers and industry partners so they see the college and its offering as a more viable option.
Quite simply, ensuring the college has a recognisable brand reputation that resonates and provides advocacy and endorsement will help it to build on the latest Ofsted performance and play our part in energising and growing the city.
The role of marketing is to build trust and credibility in the college brand by working collaboratively to ensure the effective delivery of our promises to learners, employers and stakeholders.
As our principal and chief executive proudly proclaimed in her keynote speech presented at Staffordshire University’s Vice Chancellor’s Dinner recently: there has never been a better time for the city and local area to embrace its technical history and support a new generation of skills with us at our very own ‘technical college of the future’.
The advert seems to have done its job. From a marketing perspective, Stoke-on-trent College is making good progress in helping to put the city on the map!