Public Sector: Kirklees scores with football partnership

Kirklees College in West Yorkshire wanted to improve its image with a football club partnership.

Kirklees: scores with football partnership
Kirklees: scores with football partnership

Campaign Get Real Results
Client Kirklees College
PR team In-house
Timescale April 2011
Budget £117,000

Objectives

  • To reward at least 100 staff and 200 college students
  • To increase business income from £100,000 to £500,000.

Strategy and plan

The in-house team invested its budget in sponsoring Huddersfield Town Football Club, providing exposure at match days and on Fifa 11, with branding on shirts and advertising boards. The Get Real Results recruitment campaign featured college alumni photographed at the club's ground and on its website. Tickets for future games and events were given away to 482 students and 340 staff as prizes. Students performed at match days and pursued work experience placements at the club. The college hosted business events using the club's facilities.

Measurements and evaluation

The sponsorship campaign achieved broadcast coverage on BBC One's Football League Show and the FA Cup on ITV1.

Results

Employers at business events signed deals for £660,000. According to Ask Insight, 58 per cent of pupils named the college as their first choice in 2011 (20 per cent in 2010). The campaign has been shortlisted for a PRWeek Award.

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