NEVER TOO LATE TO LEARN

Celebrating and inspiring learners aged 60 and over

1,175,956

TOTAL MEDIA REACH

85

EXCLUSIVE COMPETITION ENTRIES

19

PIECES OF COVERAGE - NATIONAL AND REGIONAL

What was the challenge?

Open Study College wanted to positively harness an interesting statistic unearthed during an internal research project - a 39% increase in over 60s signing up for distance learning courses. The college wanted to raise awareness of its older learners and their inspiring stories, hoping to encourage more people that it is never too late to study.

cab campaign advised a creative campaign targeting the niche grey market media specifically would resonate with the target demographic and drive awareness.

TARGET NICHE DEMOGRAPHIC

Drive more online
enquiries

INSPIRE OTHERS TO STUDY

Our approach

We drafted a press release around the rise of online learning amongst retirees, including the strong OSC statistic of a 39% increase in over 60s signing up for courses and powerful quotes from learners aged 60 plus.

cab campaign packaging up and creatively pitched the piece announcing the stats and findings alongside existing inspiring case studies and interviewee opportunities providing the media with exactly the type of content they’re interested in.

In addition, we secured and set up exclusive partnerships and a competition with a leading grey market publication, to give away a fully-funded course to a retiree alongside targeted pitches to relevant lifestyle consumer press, national press, grey market publications and broadcast channels selling in the niche campaign.

It was a campaign backed by data and cab campaign worked closely with our in-house marketing team to ensure it was totally integrated across all of our marketing channels.

From the feedback we’ve received already we know we have helped inspire others to continue learning later on in life, which is exactly what this campaign was all about!

NATALIE PEJOVIC SENIOR MARKETING MANAGER, OPEN STUDY COLLEGE

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