For more than ten years I have been successfully increasing student numbers in colleges through a combination of consultancy, interim management and hands-on support.
I was previously a newspaper journalist for 20 years, including further education editor at the Times Educational Supplement, having joined when it was a sister paper of Times.
Typically, colleges ask for an analysis of the current marketing strategy and activity, working closely with senior managers, marketing managers, curriculum leaders and those involved in processing applications.
By working closely with college colleagues, I identify areas for improvement in the approach within the existing resources.
This work covers the approach to advertising, the way in which applications are captured and the wider communication with potential students, including the website and the prospectus.
Colleges may wish to take the recommendations which follow from this work to inform further development internally or they may prefer assistance in bringing change about, in which case I work alongside the marketing department to help put recommendations into action.
Support can involve the creation of a marketing strategy which allows future activity to be guided by clear principles based on what works best.