The Caribbean Examination Council needed a full-scale Advertising Strategy to support Phase 2 Marketing Plan to increase the consumption of its certification products (CSEC, CAPE, CXC-AD, and CCSLC) among the in-school and out-of-school learner segments.
Our strategy zeroed in on increasing private candidate registration by targeting in-school learner influencers (parents), out-of-school learners, and private candidate centers; as well as increasing awareness and demand for CXC certification among employers. The visibility of single mothers, in particular, was integral in the design of the multi-media campaign. Accela handled conceptualization, production, and placement of advertising and marketing/ promotional materials such as print and digital brochures, newspaper and magazine adverts, digital adverts/ banners, video adverts, and out-of-home adverts, and a web page.
A high impact campaign successfully placed in eleven (11) countries (Antigua, Cayman Islands, Dominica, Jamaica, Trinidad and Tobago, Guyana, Barbados, Belize, Saint Lucia, St. Vincent and the Grenadines, St. Kitts and Nevis and Grenada). Increased enrollment in CXC Educational Products and engagement on their online learning platforms.