- www.cambridgeesol.org
- THE CHALLENGE:
- To implement a marketing strategy which would raise Cambridge ESOL’s profile among UK employers and generate awareness across all sectors and sizes.
- THE RESULT:
- The project was completed under tight timescales with only one month to undertake the research and then develop and produce a strategy to present to Cambridge ESOL. The marketing strategy was accepted and Black Pig is now in the process of developing the tactical plans to implement the strategy.
Cambridge ESOL [unpublished] - Black Pig Case Study - Strategic Marketing
Back To Case StudiesCambridge ESOL provides the world's leading range of English examinations for speakers of other languages. A certificate to show proof of language abilities can help people gain entrance to college or university as well as significantly improve their job prospects - in fact, it is now a legal requirement for many jobs.
When Cambridge ESOL was set the challenge of raising the organisation's profile among UK employers and generating awareness across all sectors and sizes, they knew they needed specialist help and called on Black Pig to help them implement a marketing strategy. Black Pig carried out some valuable secondary research looking at the perceived importance employers place on English language skills when recruiting foreign workers.
Black Pig then looked at developing routes through to the employers and started to come up with an appropriate marketing message. A range of response devices were considered, ranging from literature, websites and road shows. This included ways to reach employers through industry associations who Black Pig felt could lend their weight to demonstrate and emphasise the importance of employing migrant workers with good English language skills.
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