“It’s not just a digital prospectus… It’s a strategic tool.”
We spoke with Bethan Evans (Marketing Executive at Coleg Gwent) to see how Coleg Gwent is redefining the role of the prospectus, and using it to compete smarter.
Coleg Gwent’s decision to move from print to digital was driven by two clear imperatives: soaring print costs and the need for better audience intelligence.
At £15,000 a year on printed prospectuses (across full-time, part-time and higher education streams) the model was financially and operationally unsustainable.
So in 2025, Coleg Gwent wanted the prospectus to do more than just deliver information.
Today, they use Prospectus Plus as the core of a recruitment strategy rooted in agility, intelligence, and budget-conscious decision-making.
This shift, from delivering pages to delivering value, underpins everything they’ve done with Prospectus Plus.
From Information to Insight
Traditional prospectuses tend to operate like static brochures. Coleg Gwent saw the opportunity to turn theirs into a data-generating, strategy-shaping tool.
Within weeks of launch, usage data was informing content decisions. USPs, which were once questioned internally for being “too salesy,” emerged as the most viewed content.
That single insight has now shaped messaging across other channels.
“With Prospectus Plus, we’re learning what prospective students care about. And that helps us make smarter decisions everywhere.”
Your Prospectus. Wrapped.
To promote the new digital prospectus, Coleg Gwent launched a multi-channel campaign inspired by Spotify Wrapped, with the support of Public Sector Media, a full service media and marketing agency, covering out of home advertising and digital marketing,
The message? Personalised content, just for you. It’s running across Spotify, bus stops, billboards, and shopping centres.
It’s slick. It’s smart. But more importantly, it’s an expression of how they think about recruitment now.
Example: The Coleg Gwent Spotify Advert
“At Public Sector Media, we’re always looking to push the boundaries of further education advertising. Using Spotify to reach students where they already are felt like the obvious next step.
But reach is only half the equation. You need a destination that delivers. Prospectus Plus gave us that. Its personalisation engine and data capture tools meant we weren’t just driving clicks; we were driving insight. Coleg Gwent could see exactly how the campaign performed and where the value was coming from.
That’s gold for any marketer.”
Christopher Hughes, Senior Account Manager at Public Sector Media
Competitive Advantage Through Data
In a region with five local competitors, Coleg Gwent is leaning into data to stay ahead.
The insight-driven design of their prospectus lets them adapt in real-time—responding to demand, highlighting differentiators, and segmenting audiences with precision.
One example of this is a deeper focus on parents as a decision-making audience.
After internal research revealed that over 80% of learners consult their parents, the team created a bespoke parent persona. Prospectus Plus allows them to serve tailored content—and track how it’s received.
Sustainability That Makes Sense
Being based in Wales, Coleg Gwent are proud to promote the Welsh language. In the print era, this meant that producing “tilt and turn” dual-language prospectuses naturally doubled the costs.
“Our commitment to net zero means we’re now able to offer a comprehensive, engaging prospectus without the waste associated with traditional print runs.”
By going digital, they’ve removed the barriers of cost and waste, while ensuring they continue to meet our bilingual obligations — all in a more sustainable way.
“Isn’t this just a mini website?”
As Coleg Gwent looked to adopt Prospectus Plus, there were questions about the approach. Some thought that it might end up simply recycling existing content found elsewhere. It’s a common concern. But Bethan’s reflection is crystal clear:
“The digital prospectus allows us to tailor information to each individual, so users only see what’s relevant to them. It’s a more focused and streamlined way to explore what the college offers.”
Websites are expected to do everything. Prospectuses, on the other hand, are single-purpose: they exist to recruit. Coleg Gwent’s digital prospectus has been designed for that task, and it’s delivering—clearly, quickly, and with measurable outcomes.
Powered by Tools That Work
Features like our Magical Course Sync mean course updates happen nightly, pulled straight from the website. It’s one of the team’s favourite features—not because it’s flashy, but because it eliminates admin friction entirely.
“It’s a dream. No chasing, no reformatting, just automatic updates. That alone has changed how we work.”
Coleg Gwent is proving that the modern prospectus is a:
Data engine
Strategic tool
Faster route to better decisions
Competitive advantage
The Coleg Gwent Prospectus today, is far more than just a digital publication. It’s a source of insight, a campaign enabler, and a route to genuine personalised information and guidance for prospects.
“It’s made our whole process smarter. The platform helps us stay current, cut costs, and understand what our audience actually wants. We’re not guessing anymore.”
Bethan Evans, Marketing Executive, Coleg Gwent
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