ICS launches Educating Glasgow campaign
Distance learning provider ICS is launching a marketing campaign in Glasgow as it looks to attract new students.
The 'Educating Glasgow' campaign, starting on Monday (June 15) is being piloted in the company's home city of Glasgow, with ICS aiming to roll out a campaign across the UK in the coming months.
Glaswegians will be offered a £100 discount on ICS courses through newspaper, web and Radio Clyde advertisements.
Edinburgh-based Mediacom has organised the campaign presence, which also includes two Daily Record PM wraps and ads in the Herald, Evening Times and the Glaswegian.
The web and press ads were designed by ICS's internal design team, while the radio ads were created by Radio Clyde's in-house team. Glasgow-based agency The Big Partnership is handling the campaign's PR.
ICS claims it is investing about £200,000 in Glasgow to "highlight the importance of education, skills and training".
As part of the campaign, Glasgow's Subway, which carries 14m passengers a year, is being re-branded as the 'ICS Skillway'.
ICS branding will be prevalent across ticket barriers, escalators and platforms at subway stations St Enoch and Buchanan Street - Glasgow's busiest subway stop.
ICS's head of marketing Brigitte Read said: ”We wanted to target mediums which have a strong affinity with Glasgow. The subway has a young and captive audience with a high dwell time and Radio Clyde was a best fit in terms of its geographical spread.”
There will also be a consumer event at Glasgow's Buchanan Galleries shopping centre during the weekend of 20 and 21 June when tutors and ICS representatives will give advice about courses and the availability of the £100 discounts.
ICS managing director Sally Pulvertaft said: “The idea of Educating Glasgow is about emphasising the value of learning to the people of Glasgow as well as brand awareness.
"We want to promote ICS as a company in Glasgow that is committed to Glasgow and to encourage a front of mind awareness that ICS is a great option either now or later for developing your skill set.”