New Diploma promotion in South London Schools

In April and May 2008 we planned and created a campaign for schools in Lambeth and Southwark around the new Diploma in Engineering which is being introduced in September 2008.

The campaign was a mix of targeted information to students and parents using leaflets and promotional materials.

We also worked closely with the Connexions service and Lambeth and Southwark Colleges to provide web based content to promote the new qualification.

The main aim of the campaign was to raise awareness about the new offering and to ensure students and parents could make informed choices about the Diploma.

Ambassador recruitment campaign in BAME press and

broadcast media

In 2007 we also planned and managed a media campaign to recruit black and minority ethnic ambassadors for the Royal Academy of Engineering.

The approach combined limited amounts of paid advertising with strong editorial coverage.

Adverts

• The Voice
• Eastern Eye
• Muslim Weekly
• African Echo

Posters

Two posters were adapted from adverts and mail shots were sent to a number of key organisations, as well as being made available online.

Our use of target media identified linked to key audiences and geographical criteria:

• Using media releases tailored to each publication
• Using Patrick Clarke – a senior black role model, as a figure head for   the campaign in some approaches with media, and Ros Hanson, a successful black female IT specialist from Lloyds TSB
• Seeing opportunities around the news agenda e.g. publication of the REACH report and its relevance to issues like positive role models for black boys
• Targeting networks and their publications and online activities e.g. Science and Engineering Institutions with a London membership base and Universities within London, particularly alumni networks and publications including Imperial College, London South Bank University and London Metropolitan University.

Local Media in South London

• South London Press
• Lewisham Mercury
• Southwark News

Weekly Press covering black and asian communities

• The Voice
• Muslim Weekly
• New Nation
• Eastern Eye
• African Echo

Local Authority Media - monthly magazines

• Lambeth Life
• Southwark Life
• Lewisham Life

Specialist Media

• New Start (Regeneration Magazine)

• The Structural Engineer

Radio

• BBC London - interview with Ros Hanson
• BBC Caribbean Connections - two interviews - Patrick Clarke and Ros Hanson
• Colourful Radio - interview with Patrick Clarke

Online Media

• Building.co.uk
• Institute of Civil Engineers
• Merton Chamber of Commerce
• London South Bank University Alumni
• African Echo online

Mosques and Churches

We spoke to a number of large Christian churches and mosques in south London, securing the support of many to either display a poster or announce the campaign to their congregations.

Result

We achieved and exceeded the Royal Academy’s aim of recruiting 50 new BAME engineering Ambassadors in London.