A RECRUITMENT campaign focusing on the student journey has earned the marketing team at Bradford College a trip to London.

The team is shortlisted for a prize in the Chartered Institute of Marketing’s Marketing Excellence Awards for its campaign that used an American road system theme to guide students along a journey to enrolling at the college.

The campaign, which helped the college smash its target for further education student numbers for the current academic year, is one of eight in the Innovation - Not-for-profit/Public Sector category.

Its rivals for the trophy include Welsh Water, Drinkaware and Glasgow Subway. The winner will be named at a ceremony at the Grosvenor House Hotel in London’s Park Lane on April 12.

The team used the American highway theme to simplify the enrolment process for those wanting to start a course at the college. The college’s Advanced Technology Centre was decked out with American-style signage and students were allocated a route based on their circumstances, with options like superhighway, sidewalk, expressway, freeway and Route 66.

The theme had earlier seen adverts placed on buses and at train stations, bus stations, bus stops and on roadsides.

Gemma Dunn, Head of Marketing and Communications at Bradford College, said: “I am delighted that the team has been successfully shortlisted for a CIM Marketing Excellence Award - it is testament to the hard work, professionalism and creativity that went into the FE Student Recruitment and Enrolment Campaign.

“The campaign involved multiple teams and our entry demonstrated team work and how to maximise a budget to great effect. It is always great to receive external recognition but the CIM Awards are particularly tough, so to be recognised amongst national brands and big hitters many with huge budgets is an incredible achievement.”

Dawn Leak, Director of Employer Responsiveness and member of the Executive team at the college, also praised the team for becoming finalists. She said: “I am delighted the team has made the finals, all their hard work and effort has been recognised professionally and the team should feel very proud.”