Dukes Education Content plan // Hero, hub and help

The challenge

Since 1999, Dukes Education Group has delivered high-quality education and admissions guidance for students of all ages, helping them develop academic excellence and gain entrance to top independent schools and leading international universities.

We were asked to establish a suite of content to engage and communicate the values and pathways the group offers to prospective Dukes Education clients. The first film was a hero video created to communicate the core values and mission of the Dukes Education Group.

Hub content

Both hero and help content are about finding a new audience – either through big, bold ads, or by providing information when a searcher has a query.

Hub content is aimed at audiences who already know about you - perhaps because they’ve seen your hero content, or they live locally, or they’ve subscribed to your updates. They actively want to receive engaging content from you on a regular basis, as long as it’s relevant to their stage in the customer journey.

Hub content is normally deeper under the surface than hero content. It might be the second video prospective students watch as they search your courses, or video links you send to your email database. It’s push content, which deepens your relationship with prospective students, and maintains their interest and engagement over time. Hub content helps you keep prospective students warm, and convert to enrolments.

Help content

The second in this series of Dukes Education tips films is a piece of 'help' content, which we created to answer one of the frequently asked questions relating to the Dukes Education pathways.

Most of the time, help content sits ready for when your target audience seeks it out, perhaps on the FAQs page of your website, or – if it’s got wide appeal – you can push it out through your social channels, just like these bitesize how-to videos from Buzzfeed. If it’s a seasonal, timely or newsworthy piece of content, you may want to actively put some paid advertising behind it at relevant times of year. If it’s really useful and well executed, you may also scoop some ‘earned’ distribution, through shares, media coverage and links to it by influencers.

Up next

The University of Northampton have achieved a lot since they first started as a higher education institution back in 1999. They have created some fantastic campaigns that have really led the market in branding, design and film. We were honoured then when we managed to win a very competitive pitch and be commissioned to produce a campaign promo that would be distributed online, cinema and video-on-demand.

 

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