Page 89 - 2019 CXC Annual Report

Public Relations and Stakeholder Relationship Management

Marketing

MARKETING REPORT The CXC® Support Resources campaign was carried out
The key objectives of the CXC® 2019 marketing plan were before and after the May-June 2019 examination session.
to increase awareness of the CXC® brand and to expand the Both the resource suite and specific support resources were
CXC® income portfolio. Emphasis was placed on stimulating featured; and campaign elements were disseminated via web,
demand for CXC® certification through product marketing, social media and newspaper advertising as well as cinema
events and sponsorship, promotion of CXC® initiatives, exam screens and electronic billboards. All advertising referenced
registration and support resources. The target audience for the the CXC® Support Resources microsite - gocxc.org - where the
campaign included parents, school-aged and adult learners. audience could click through to a variety of resources and join
the CXC® mailing list.
This year’s advertising campaign speaks to changing mindsets
and approaches. Learner audiences are encouraged to think Marketing participated in education expos targeted to
differently, aim higher and most of all work smarter, leveraging secondary school students, to further raise awareness of our
the opportunities and resources that CXC® offers these products. Students were also provided with information about
ausdiences to help them reach their goals. The campaign also career planning at these exhibitions and at group sessions at
showed how CXC® was flipping the switch to offer learners secondary schools.
more through innovations such as e-certificates.

The product marketing campaign designed to stimulate
demand for CXC® certification, focused on raising general
awareness of CCSLC, CVQ, CPEA and CXC®-AD programmes.
All advertising directed customers to the examinations section
of the CXC® website for more information on certification
products. Messaging was disseminated via social media and
newspaper advertising.

The e-certificate campaign was designed to raise awareness
of the tool and its benefits. Messaging was disseminated via
web, social and written content in online newspapers. CXC®
was also able to garner information on learner preference
between traditional paper certificates and e-certificates, via
paid advertising of online and social media polls.

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