14 Sep 11

ICS - Educating Glasgow

ICS is a Glasgow-based distance learning provider that offers a wide range of courses.

Background
ICS wanted to raise awareness in its home city and increase the number of enrolments from the surrounding areas.

How MediaCom made a difference
MediaCom recommended an integrated approach to target commuters in Glasgow. We used the key commuter media of Outdoor, Radio and Press to engage with our target audience.  ICS dominated the two main subway stations in Glasgow, with escalator panels, 6 sheets, 4 sheets, floor vinyl’s and ticket barrier advertising. This was coupled with a radio campaign on Clyde 1 and 2.

A four-page wrap of Record PM launched the campaign and highlighted the promotional stand in the Buchanan Galleries Shopping Centre over a weekend in June. Insertions in local Glasgow press, such as the Glasgow Evening Times and The Glaswegian gave more information and local credibility to the ICS message.

Results
Our core KPI was to increase brand awareness. Lead generation has been strong and in-line with results driven by a weeks worth of national DRTV campaign, historically ICS’ strongest media channel.