43 Wilton Estate
Green wood Road
London
E4 YT78
24/11/13

Marketing Manger
Bsix Sixth Form College
Kennington Road
London
E6 TY67
Dear Miss Rose,Sir or Madam
Re: Evaluating External Corporate Communications of Bsix Sixth Form College
Corporate communication is the communication issued by an organisation to all stakeholders such as employees, customers, media, government and the general public. Corporate communication activities involved in managing all internal and external communications aimed at creating good impressions with stakeholders. An organisation can present corporate communications in ways such as: mission statement, advertising, packaging, logos, livery, straplines, endorsements and sponsorship.
What is the purpose of each of the corporate communication and what Bsix is trying to achieve?
Mission statement is a statement that defines the purpose of a company or a business. The mission statement represents the business products or services it intends to offer to customers. Mission statement includes the aims and objectives of the company for the future benefit or plans. Aims and objectives shows where the business is set up to achieve in the future also serve as a guide to the business. The mission statement should be the first consideration for that for any employees before applying for that specific job in the business.
Bsix College mission statement shows where the college wants to go in the future. Bsix is trying to inspire and support student to achieve an academic and personal success in the college which helps to gain more students in the UK.
Bsix College is to raise the aspirations and achievements of young people in London. The college offer courses from entry through to advanced, educating young people who have no prior qualifications. Teachers always give students commendation cards for their achievement and attendance in class which also motivate students to put in their best in class to get more commendation cards. Students can get USB and free meal by the number of commendation cards they get to compliment them to put more effort in their work. Teachers also support students during lesson with their course work so they can achieve their ambition grades to universities of their choices.

http://www.bsix.ac.uk/staff/Job_vacancies/Background%20Information%20for%20Applicants.pdf

Advertising is a form of communication used to help sell products and services. Advertisement is used to promote the products and the business to customers so that they would be aware of the product or the business in order to increase sales for the business. It attempts to persuade potential customers to purchase or to consume more of a particular brand. There are many ways businesses can advertised their product to the public which includes: television, radio, video games, newspapers, cinema and internet.
Bsix College used advertisement to promote the college to visitors which persuade visitors (students) to enrol in the college. Through advertising the college, they gain more students which also help the college to gain competitors advantage over other colleges in the UK.
Bsix can promote the college by offering a rich range of courses in both academic and applied subjects. The College caters for students at all levels from those with few or no GCSEs through to those aspiring to go to university as their next step. The college believes that all students enrolled can achieve high standards and can be thoroughly prepared for their next step, whether it be the next level at BSix, university or the world of work through the support given to them by the teachers. Students can enrol on any of the courses to shape their future which also influence students to apply for the college in order for them to shape their future as well.

http://www.bsix.ac.uk/courses/index.htm

Packaging can be described as the enclosing or protecting of products for distribution, sale and use. Packaging and package labelling have several objectives which help to attract customers to purchase a product. Business can use packaging to encourage potential customers to purchase the product which help the business to make more profit.
Bsix College also used packaging to attract students to enrol in the college. They put their current and previous results on the college website to persuade potential students and to create good impression of the college. This could also help the college to keep their staff from leaving as they see the college as a good place to work. The result attract student because, every student wants the best result to enter into the university after college and in so doing they would like to apply in order to get the best result for university. Ofsted result also helps in the promoting of the college to the public as well.
The success rate at BSix for 2012/13 has just been finalised and it is 84%.This is a big breakthrough for the college because last year 84% was the national average for sixth form colleges. It also maintains the College's year-on-year improvement. In 2007 BSix's success rate was 61% and it has risen every year since.

http://www.bsix.ac.uk/college/news_archive/2013/september/continuingsuccess.htm
Logo is the visual symbol for every organisation or brand to promote the business to the public. The logo can also represent the name of the business and also to known to the public. The logos help customers to identify the business.
Bsix logo promotes the college to be recognised by the public. The logo helps student to identify the college easily from other colleges in the UK.

The colours of Bsix college logo can only attract students without even giving information about the college. The text in the logo is bold and clear which makes it very easy for students to read compared to Leyton Sixth Form College. Leyton sixth form college logo background colour is black which might cause problems to students when reading it at night. Because of the text and the background colours of both logos can help students easily to recognise both colleges without even asking anyone. https://www.google.co.uk/search?q=bsix+logo&rls=com.microsoft Straplines is a type of catchphrase for businesses to send message to the public about the business or product. Straplines are most commonly seen in adverts and on large signs. Strapline make existing and potential customers more aware of who the business is and what does and convince them to make a purchase.
Bsix College use straplines to convince student and teachers and also helps them to remember the college. The strapline also helps to promote the college which create public awareness. Bsix use `investors in Diversity`.
BSix college strapline is `Aspire Study Achieve` whiles Hackney community college strapline is 'promoting and celebrating equality and diversity in all we do'. Bsix college strapline tell students more about the college aims and objective. The college strapline make students aware of the college and what the college is set to achieve which also convince them to apply for the college. Bsix college strapline even motivate some students to put more effort in their work or study hard to achieve a great future. The college strapline serve as a guide to students whenever they see it on walls or anywhere in college which also boost their energy to work hard to be in the next level or get admission in one for the best universities in the UK. http://www.bsix.ac.uk/staff/Job_vacancies/Background%20Information%20for%20Applicants.pdf Livery is effectively used to promote a business brand. Company livery is an important part of an integrated corporate communication plan.
Bsix College use blue and white colours for its livery which attract both students and teachers to apply for the college because it is eye-catching which also tells little about the college.
Endorsement marketing is having famous people recommend your product or service to the public. It could be celebrities, star, athletes, musicians etc. when a business uses celebrities to recommend a product which might persuade people to buy product. The celebrity gets a fee and the hopefully the business sales increase. The endorsement is usually used on all advertising and marketing material. Endorsement can increase sales fast as it gives creditability to a business product or service.
Bsix advertised the college using famous universities like university of Oxford and Queen Mary to endorse the college. They also use Queen Elisabeth to promote the college website which attracts viewers to find more information about the college.
Sponsorship is the process whereby businesses support an event, activity or another organisation by providing money or other resources that are value to the sponsored event. It helps to promote the business which might give the business great advantage to gain more customers. These are television and radio programme sponsorship, sport sponsorship such as the Barclays premier league.
Ofqual sponsors Bsix College to be well known to the public. It helps to promote the college which might give them advantage to gain more students in the college.
Who is the target audience of the communication?
Bsix college main target audience are students and teachers. Students are the main product of the college and without them the college cannot operate. Students are Bsix customers because, they are the people the college will communicate to by providing service like teaching and learning in the college for them. Teachers are also the target audience because, they provide services to student in the college such teaching and assisting students in the class and out the class.
How does the business want the audience to respond to the communication?
Bsix College communicate to their audience through the college website by providing them with details information about the college. Bsix give out accurate information about the courses and college which is understandable to the audience which also help to suit their needs and expectations. The college website should be in large front sizes for viewers to get the information well which might influence them to apply for the college. All viewers depend on the college website to get more information about the college.
What are the strengths and weaknesses of the communication?
Mission statement gives clear information about the college and the aims and objectives. Students and teachers can find it boring to read the mission statement because it contains a lot written information. Students and teachers might read the mission statement if they want more information about the college. The main reason why students might read the college mission statement is when assignment is given to them in class by teachers to research more about the college. Colleges might compare their mission statement to Bsix college mission statement which helps them to know more about the college performance and activities so they might also do the same or set higher target to overcome Bsix College.
Bsix can advertise the college on the television because is very effective than any other means of advertising such as radio, poster and flyers. Through television advertisement, the college can reach their target audience in the UK and other countries as well which will influence a lot of parents to enrol their child in the college. Advertising is so expensive for Bsix College because they haven’t got the money to advertise the college on the television but for posters and flyers is less expensive for Bsix to advertise the college. Even though television advertisement cost a lot of money to the college but it is the best way for the college to target their audience in the UK. Teachers and students respond quickly to enrol in the college through television advertisement because they get more information about the college on time College.
Packaging is the best way for Bsix College to share information about the college such as .i.e. Current and previous results and Ofsted result to the public. It helps the public to know the performance of the college before applying online. The weakness of the packaging depends on how the college present the information on the website for their target audience. The information should be clear and visible for viewers to read and also understand the information without any difficulties. The college should make sure the result is for different levels such A Levels, GCSE and BTEC with their percentages by their side.
The main strength for Bsix college`s logo is to differentiate themselves form other colleges in the UK. The logo of the college consist of the name which symbolised the college however if the logo doesn’t have the initials of the college then students and teachers wouldn’t know the type of college the logo is representing.
Bsix livery is eye-catching which help students and teachers to remember because of the colour which represent the college. Some visually impaired leaners also find certain colour combination problematic, such as green and yellow. If the college should have had bad combination colour as their livery colour representing the college which would have cause problems to viewers to view the information on the website. Gr
If the college had bad combination colours as their livery colours might cause problems to viewers to view the information on the college website.
Bsix college slogan is used for advertisement which helps students and teachers to remember the college. The college slogan tells the public more about the college which create public awareness. The slogan must link to how the college operate.
Endorsement is very essential way of promoting the college to the public. Endorsement helps to improve the image of the college. Students and teachers expectation and need depend on the reputation and the success of the college which also helps to attract students into the college. The endorsement use by businesses can also affect the business. If the public don’t like the person on the product or on the business website then they wouldn’t purchase any product from the business.
Overall, how likely is it that the communication will enable the business to meet its objectives?
Overall the mission statement of Bsix College has a great impact on the college and how they operate which help them to meet their aims and objectives. Bsix college success rate also tells the public how they are meeting their student needs and expectations. It is effective for college in the UK to compare their mission statement that of Bsix college.
Overall livery is very essential to the college; the livery of the college can be used to attract students all around the world find more information about the college which might also influence them to fill in an online application on the college website.
Overall advertising has made the public aware of the college which has attracted people from different countries such as Ghana, Togo, Spain, and Germany to apply for the college.
Overall the logo has a great impact on the college because the logo can be easily identified by the public from different colleges in the UK. References: http://www.bsix.ac.uk/college/news_archive/2013/september/continuingsuccess.htm http://www.bsix.ac.uk/courses/index.htm http://www.bsix.ac.uk/staff/Job_vacancies/Background%20Information%20for%20Applicants.pdf http://www.bsix.ac.uk/college/news_archive/2013/september/continuingsuccess.htm https://www.google.co.uk/search?q=bsix+logo&rls=com.microsoft Business book 1 Level 3
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