Page 122 - 2020 CXC Annual Report

CARIBBEAN EXAMINATIONS COUNCIL ANNUAL REPORT 2020

Public Relations and Stakeholder Relationship Management

Marketing

MARKETING REPORT
The key objectives of the CXC® 2020 marketing plan
were to boost the take-up of CXC’s suite of qualifications
and products, utilising owned and paid communication
channels, increase brand awareness of the Learning
Hub online platform and increase the awareness and
recognition of the Caribbean Primary Exit Assessment™
(CPEA™), Caribbean Certificate of Secondary Level
Competence® (CCSLC®) and Caribbean Advanced
Proficiency Examination® (CAPE®) New Generation
subjects, as regionally and internally recognised
qualifications. The target audience for the campaign
included parents, school-aged and adult learners,
employers and teachers.

This year’s advertising campaign was centred around
positioning our qualifications as tools which candidates
can utilise to achieve their education and career goals,
in both regional and international settings. These tools
also include the new CXC® Learning Hub which was
marketed as a resource of materials for learners and a
space where teachers and students can collaborate in
virtual classrooms.

While various campaigns were formulated, the global
COVID-19 pandemic resulted in halted school operations
and economic lockdown. As limited business activities
resumed and the organisation began its examination
registration process, materials were developed which
communicated our message of preparing for the future
with CXC® qualifications.

Prior to the national lockdown measures in Barbados and
Jamaica, Marketing representatives attended education
expos targeted to secondary school students and parents,
to raise awareness of our suite of qualifications.

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