Case Study
Runshaw College
Finding the Right Balance Between Print and Digital
Print-Light Strategy
Runshaw cut print by a third — replacing dense course listings with QR codes that direct readers to a personalised digital version. It’s proof that sustainability doesn’t have to mean sacrificing tradition.
Real-Time Flexibility
With Prospectus Plus, Runshaw can update course information, add new programmes, and evolve content instantly — something print could never achieve.
Personalised Experience
Every student now accesses tailored content enriched with video and interactivity, turning the static prospectus into a living, data-driven recruitment tool.
Runshaw College has long been recognised for its creative approach to student recruitment. But in 2024, the Lancashire-based institution took a bold step forward: reimagining its prospectus strategy to meet the expectations of today’s tech-savvy students without abandoning the tactile charm of print.
The result? A digital-first, print-light approach powered by Prospectus Plus – one that has already contributed to their best-ever enrolment numbers.
For years, Runshaw College printed around 12,500 prospectuses annually. These hefty 144-page booklets were expensive to produce, awkward to store (“12 pallets”, as Creative Leader Martin Oldham recalls), and unsustainable in every sense. Yet, print remained a deeply embedded part of the college’s marketing mix. Martin and his team faced a common dilemma: how do you go digital without alienating parents, teachers, and students who still love flicking through a physical book?
Results at a Glance
- Printed pages reduced by 33%
- Print run down from 12,500 to 10,000 copies
- Best-ever enrolment year
- 500+ open day registrations within one week
- Fully integrated digital prospectus with real-time updates
The Shift to a Print-Light Model
In 2024, Runshaw College made the strategic decision to reduce its print run to 10,000 copies and trim the page count by a third. Course listings, once sprawling across dozens of pages, were stripped back and replaced with smart QR codes leading readers straight to their digital prospectus on Prospectus Plus.
“We weren’t brave enough to decimate print completely, but we knew we had to move towards something more sustainable and aligned with how young people actually research their options.”
The hybrid approach allowed the college to preserve the prestige of print while offering the interactivity, analytics, and instant updatability of a digital platform.
Why Prospectus Plus?
When evaluating options, Runshaw explored a range of tools, from static flipbooks to fully web-based catalogues. Prospectus Plus quickly emerged as the best fit. It offered the polish of print, the personalisation of digital, and none of the headaches of a traditional web build.
“It was the easiest to implement and the easiest to market.
Setup was incredibly straightforward. Our team had it live within weeks, and we could make changes instantly without any bottlenecks.”
Implementation and Impact
Prospectus Plus became a cornerstone of Runshaw’s digital transformation, sitting alongside a newly launched mobile app and redesigned website. The marketing team now uses QR codes in presentations, school liaison slides, and open event materials to drive prospective students directly to their personalised digital experience.
The impact was immediate. The college reported its best-ever enrolment year, with applications closing early for the first time. Their November Open Event saw nearly 500 registrations within days of launch – many driven by Prospectus Plus links.
And while the team is still exploring analytics in depth, early indicators show strong engagement and high user retention.
Cultural Buy-In and Lessons Learned
Adopting a digital-first mindset can be daunting, but Martin notes that internal resistance was minimal. “We had a couple of skeptics at the top who asked, ‘Why do we need this if we already have a website?’ But once they saw how easy it was to use – and the results coming through – the questions stopped.”
His advice to others considering a similar shift?
Don’t duplicate.
Martin Oldham
Creative Leader, Runshaw College
“Treat your digital prospectus as its own product. Make use of it as a standalone recruitment tool, not just an online version of your print piece. It adds another level of personalisation for the end user. It’s something they’ve created themselves, that feels like their own.”
The Future of Print and Digital
Runshaw College’s leadership team see their new strategy as an evolution, not a revolution.
“There will always be a place for print, but the balance is changing. The death of print has been predicted for years, but what we’re really seeing is its rebirth in a more sustainable, complementary role.”
With Prospectus Plus now embedded into their recruitment toolkit, the college is already looking at expanding its use (including exploring Prospectus Plus’s Printer Plus feature, which prints personalised QR cards for students on the spot) and considering new ways in which they could reduce print further in creative and interactive ways – watch this space!
A Platform That Evolves
One of the biggest benefits of Prospectus Plus has been agility. Unlike their printed materials, the digital prospectus can evolve throughout the year. “We can add new courses instantly,” Martin explains. “The printed version smells great, but once it’s off the press, that’s it. Prospectus Plus is alive. It grows with us.”
Features such as video integration, analytics, and personalisation have allowed Runshaw to create an experience that complements their print strategy rather than competes with it. “We didn’t want duplication. We wanted a platform that gave our students something new, something more personal,” Martin says.
Inspired by Runshaw College’s success?
Book a demo to see Prospectus Plus in action, and see how we can help you provide a personalised experience for your students.
