The Drum Awards for Marketing - Extended Deadline

-d -h -min -sec

IC Billingtoncartme

ICS set to reposition brand with ‘Learning at your fingertips’ proposition

Author

By The Drum Team, Editorial

September 29, 2011 | 2 min read

Distance learning organisation ICS is to reposition its brand within the UK, having tasked Billington Cartmell with the project.

The new branding saw the Edinburgh office of Billington Cartmell undertake an eight-week planning project, which saw a new proposition ‘Learning at your fingertips’ developed.

This will be communicated across TV, paid-for-search, direct mail and online display, breaking during the summer as part of the company’s long-term marketing strategy for the brand.

Jossy Elvidge, planner at Billington Cartmell, said: “Our research showed us that the biggest barrier to distance learning was ‘understanding’ – knowing how distance learning actually works, from starting a course to completing it. While they understand the principle, many people don’t believe they’ll have the motivation to do it on their own.

“As well as championing distance learning’s unique ability to fit learning around individual needs, we wanted to reassure people that, with ICS, they would be motivated and supported step-by-step through their chosen course.

“Learning at your fingertips expresses the control you have over your learning experience. It emphasises the support and expertise at your disposal from a learning organisation with over 100 years of experience.”

Jonathan Jones, head of marketing at ICS, added: “We needed to update our proposition and positioning to drive the business forward. We gave BCL a challenging brief with a short timescale however they delivered on time and budget, responding with flexibility and professionalism throughout. We are excited about the new brand deployment over the coming months and the possibilities it gives us for 2012 and beyond. We now have a relevant, appealing and solid foundation to build on.”

IC Billingtoncartme

More from IC

View all

Trending

Industry insights

View all
Add your own content +