In this episode of PR in the Real World, Louise Marsden, Vice Principal Marketing and Brand Strategy at East Lancashire Learning Group (ELLG), shares how brave, evidence-led campaigns can change behaviour and transform education brands.
Louise talks about her early days at Keep Britain Tidy, where research-driven stunts (including rat tanks and unapologetically graphic dog fouling ads) showed why you can only push creative boundaries if you can back them up with data.
She then lifts the lid on the reality of FE marketing, including four campaigns a week, complex audiences from 16 to 90 and the responsibility of marketing colleges that are sanctuaries and second chances for students.
She also reveals what it really takes to rebrand large education groups like LTE Group and ELLG using her vast experience as a lesson for anyone in a similar role.
Along the way, she touches on crisis comms, prison education and her trustee work in the social care sector.
A must-listen for anyone working in education, charity or behaviour-change marketing who wants to be braver without losing sight of impact.
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