The Future of FE Prospectuses
Eastern Education Group’s Award-Winning,
Digital-First, Sustainable Prospectus
In 2023, the Eastern Education Group (EEG), embarked on a groundbreaking transformation to digitalise its student recruitment tools. Moving from traditional printed prospectuses to an interactive, digital-first model, EEG has since revolutionised both its environmental sustainability and student engagement practices.
As the first FE group in the UK to fully implement a digital prospectus, EEG is now positioned as a leader in sustainability and digital innovation in education. The group’s partnership with Prospectus Plus allowed it to reduce its environmental impact, streamline operations, and provide prospective students with a personalised, relevant experience that meets the demands of the digital age.
By saving approximately 348 trees annually and delivering an improved user experience, EEG is a model for other educational institutions looking to adopt sustainable, digital-first approaches. Their success, validated by the Gold Award for Sustainability, demonstrates the potential of digital innovation to transform student recruitment while aligning with broader sustainability goals.
57%
Budget reduced significantly
Award
Winning
Gold Award:
Sustainability
1,196,000
Pages saved,
every year
Their success culminated in January 2024 when EEG won the prestigious Gold Award for Sustainability at the College Marketing Network’s Annual FE First Awards, recognising their commitment to sustainable marketing practices.
The Challenge:
Environmental and Cost Impacts of Printed Prospectuses
In 2022, EEG printed 22,500 prospectuses across its colleges, amounting to a staggering 1,196,000 pages. The environmental impact was substantial—not only in terms of paper consumption but also in the processes of printing, transportation, and eventual waste. The financial toll of maintaining this practice was also significant, with EEG now saving over 57% annually on prospectus production. Moreover, printed materials quickly became outdated, providing prospective students with inaccurate or incomplete information, and offering little flexibility in content updates.
The Solution:
A Digital-First Approach with a Focus on Sustainability
EEG sought a sustainable and efficient alternative. After discovering Prospectus Plus at a College Marketing Network conference, EEG decided to trial the interactive, digital-first prospectus solution. Prospectus Plus provided the group with a platform that allowed for personalised, instantly updated, and trackable prospectuses tailored to the individual user. As the first FE group to adopt this solution, EEG faced the challenge of ensuring that the tool met the needs of their diverse student base.
To support their decision, EEG conducted seven focus groups with stakeholders including students, parents, staff, and local employers. Over 90% of participants expressed a preference for a digital prospectus, while some parents valued a small printed booklet with key information. This insight led EEG to complement their digital-first approach with an A5 booklet printed on FSC recycled paper, covering vital information like application processes and entry requirements.
The Digital Prospectus Experience
The result was a streamlined, dynamic digital prospectus that allows prospective students to personalise their journey by selecting their preferred college, courses, and qualification levels. The digital platform enabled real-time updates, ensuring that course information was always current, and allowed users to save and share their customised prospectus with family and friends.
EEG’s approach also enhanced the student experience by offering tailored content that aligned with the user’s interests. The digital prospectus serves as a recruitment tool, helping students move seamlessly from one educational level to the next, promoting internal progression across Entry Level to Level 7 courses.
Sustainability Wins and Resource Savings
By eliminating printed prospectuses, EEG saved approximately 348 trees per year. The budget previously allocated to printing was redirected towards more impactful initiatives, such as producing eco-friendly event materials and promotional items like recycled bookmarks and travel cups. This shift not only demonstrated EEG’s commitment to sustainability but also promoted responsible consumption in line with the United Nations’ Sustainable Development Goals.
The Outcome: Positive Engagement, Award Recognition, and ROI
EEG’s bold move to a digital-first prospectus has delivered numerous benefits:
- Gold Award for Sustainability: EEG’s efforts were officially recognised when they received the Gold Award for Sustainability at the College Marketing Network’s FE First Awards in January 2024. This accolade acknowledges EEG’s innovative approach to reducing environmental impact while enhancing student engagement.
- Cost Savings: Eliminating the yearly spend on printing and shipping enabled EEG to invest in more valuable student recruitment activities.
- Enhanced Student Experience: The interactive platform provides a tailored, user-friendly experience, allowing students to explore their education options in a modern and engaging way.
- Increased Applications: EEG reported higher open event attendance and increased application numbers for the new academic year, which they attribute to the success of the digital prospectus.
- Environmental Impact: EEG’s decision to digitalise their prospectuses helped reduce their environmental footprint, saving an estimated 1,196,000 printed pages annually.
Overcoming Challenges: Managing Multiple College Systems
EEG (comprising Abbeygate Sixth Form College, One Sixth Form College, and West Suffolk College) encountered challenges when attempting to integrate different course management systems from its three colleges. While some course data could be directly synced with the digital prospectus, manual processes were required for others. This challenge provided an opportunity for content review and quality assurance before publication, resulting in more accurate and polished course listings.
“We knew that moving to a digital-first prospectus wasn’t just about saving on printing costs—it was about transforming how we engage with prospective students and their families. Winning the Gold Award for Sustainability is a validation of all the hard work our team has put into making this vision a reality. The digital prospectus not only reflects our commitment to the environment but has fundamentally reshaped how we present our colleges. It’s a tool that meets the expectations of today’s tech-savvy students while aligning with our values of sustainability and innovation.”
Carrie Edwards, Group Head of Marketing and Brand, Eastern Education Group
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