Westminster City Council (Adult Education Service)

During my employment with Westminster City Council as the Senior Marketing Manager for their Adult Education Department, Westminster Adult Education Service (WAES), I developed and implemented a successful strategy and plan that resulted in an increase in enrolments and an improved awareness of the brand within the community.

During this process, all of the WAES publications were redesigned and redeveloped to a high standard and with a targeted customer focus. The most notable was that of the yearly academic prospectus. This publication was previously released in August for the following academic year, but under my management the release date of May was achieved. This had a dramatic impact on early enrolments and for the 2009/2010 academic year, enrolments were 57% higher than the previous year.

Publications for the community and hard to reach groups also improved and this was noted in the Office for Standards in Education, Children’s Services and Skills (Ofsted) inspection in May 2009. Marketing materials are lively and well targeted at the wide variety of communities and diverse minority ethnic groups represented in the local area. A thoughtfully produced booklet to accompany the main prospectus sensitively and clearly sets out programmes for those with learning disabilities and/or difficulties’.

WAES Previous Prospectus | Irene Watt | Marketing & Communications | Brisbane | Australia

WAES Previous Prospectus

WAES New Prospectus | Irene Watt | Marketing & Communications | Brisbane | Australia

WAES New Prospectus

WAES Learning Difficulties Prospectus | Irene Watt | Marketing & Communications | Brisbane | Australia

WAES LDD Prospectus

WAES New Staff Briefing | Irene Watt | Marketing & Communications | Brisbane | Australia

WAES New Staff Briefing

WAES E-Learning Branding | Irene Watt | Marketing & Communications | Brisbane | Australia

WAES E-Learning Branding

 

I also initiated SEO campaigns leading to increased traffic and improved organic search results.  The results were excellent with WAES appearing on the first page of Google results for “Adult Education” and “Adult Education London” within 6 months of the initiation of the campaign.  I also paved the way in social media by establishing the department’s presence on Facebook, Twitter and Google.

WAES previous website | Irene Watt | Marketing & Communications | Brisbane | Australia

WAES previous website

WAES new website | Irene Watt | Marketing & Communications | Brisbane | Australia

WAES new website

WAES Google ranking | Irene Watt | Marketing & Communications | Brisbane | Australia

WAES Google ranking

WAES' social media presence | Irene Watt | Marketing & Communications | Brisbane | Australia

WAES social media presence

I also developed the corporate brand and image for WAES’ Employer Training Unit, Westminster Business Solutions (WBS).   As part of the brand development, a new website was built and set up as a micro site within WAES together with its own unique URL to make sure we attracted as many potential customers as possible. The brand and website was successfully launched by the Lord Mayor of Westminster in April 2008.

During the 09-10 academic year, I also implemented and managed a successful direct marketing campaign for WBS which secured appointments for our business advisors with British Home Stores, Debenhams and IKEA. As part of this campaign we used text response and e-broadcasts to enhance our print and radio advertising, direct mail and telemarketing.

WBS Branding | Irene Watt | Marketing & Communications | Brisbane | Australia

WBS Branding

WBS Brochures | Irene Watt | Marketing & Communications | Brisbane | Australia

WBS Brochures

WBS Brochures and E-Campaign | Irene Watt | Marketing & Communications | Brisbane | Australia

WBS Brochures and E-Campaign