Campaigns: Education - AAT offers an alternative to university

Campaign: There are Alternatives to University
Client: AAT (Association of Accounting Technicians)
PR team: In-house/Radio Relations/Band & Brown
Timescale: August 2010
Budget: £6,000

AAT is a professional accounting qualification and membership body that offers a non-graduate route into a career in accountancy. Following the news that thousands of potential students would not get a university place this year, the AAT wanted to highlight that a degree is not the only way into a profession.

Objectives

- To promote the AAT Accounting Qualification as an alternative to university

- To attract students

- To raise the AAT's profile.

Strategy and plan

The campaign was built around A-level results day to target school-leavers, their parents and opinion formers. The team issued case studies of students who had chosen the AAT route after A-levels instead of going to university. These were issued to broadcast and print education journalists, careers websites, blogs and forums.

Measurement and evaluation

The campaign generated 98 items of coverage. Case studies appeared in The Sunday Times, BBC and ITV. The AAT's director of education and training gave 30 radio interviews and appeared on ITV Tyne Tees news.

Results

The number of enquiries from prospective students aged 16 to 24 increased by 27 per cent during the campaign compared with the same period last year.

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

John Lewis to tell brand story with "tasteful" 150th anniversary celebrations

John Lewis to tell brand story with "tasteful" 150th anniversary celebrations

Department store John Lewis is to use its 150th anniversary this year to talk about its history, which "not enough people know about", according to director of communications Peter Cross.

Labour hires Obama election strategist David Axelrod to fight General Election

Labour hires Obama election strategist David Axelrod to fight General Election

The man who helped Barack Obama win the 2008 and 2012 US presidential elections is to work for Labour along with members of his team.

Sky adds Fever PR to its roster after splitting with Cake

Sky adds Fever PR to its roster after splitting with Cake

Pay-TV giant Sky has added Fever PR to its agency line-up for a wide-ranging brief covering products and services.

Max Clifford trial jury to continue deliberations after Easter break

Max Clifford trial jury to continue deliberations after Easter break

The jury in the trial of celebrity publicist Max Clifford has been sent home for Easter and will reconvene on Tuesday for further deliberations about its verdicts on 11 charges of indecent assault.

Home Office brings in Munro & Forster to campaign against FGM

Home Office brings in Munro & Forster to campaign against FGM

The Home Office has tasked Munro & Forster (M&F) with supporting its campaign to eradicate female genital mutilation (FGM) as part of a wider retained brief.