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Federation of Hertfordshire Colleges
Increase understanding and buy in to raise profile and secure funding
“The big picture engaged with our audiences and has been highly effective at promoting the importance of FE to Hertfordshire. It has
proved incredibly powerful to have the message on one page. For message effectiveness the big picture is 10/10.” Mark Dawe, Principal, Oaklands College, Hertfordshire
The Federation of Hertfordshire Colleges (FHC) combines four Colleges of Further Education (FE) which are integral to the growth and success of the region.
An independent economic report had recently highlighted the valuable contributions that the FE Colleges make to the region. FHC understood the need to effectively communicate the results of the report to ensure maximum value and maintain investment in the Colleges. They needed to communicate these findings clearly and quickly to local decision makers (political and financial), the local community and its taxpayers, and potential students.
Cognac Solution:
During the interview process we uncovered the key influencers within the report and how they related to different audience perspectives. The big picture highlights the benefits of FE to the regional economy and society in general, as well as to individuals (employers, taxpayers and learners). By focusing on the benefits for these five different perspectives we could show how FE is a vital investment for Hertfordshire.
However, before this message could be communicated there was an important obstacle that needed to be addressed. The interviews uncovered that historical scepticism about the quality and value of FE was still lingering. FE’s reputation was lagging behind the scale and quality of improvements that have been made. This resistance needed to be acknowledged and addressed in order for the core message regarding the importance of the present day contributions to be accepted.
The left side of the big picture deals with this issue, acknowledging the changes and improvements in Hertfordshire’s FE Colleges. The rest of the big picture uses an electrical theme. ‘FE is a vital investment for Hertfordshire’ is the core message, with currents of energy and vitality linking from the core out to the contributions that FE makes to Hertfordshire. These contributions are grouped into the five different audience perspectives.
Results:
The big picture process stimulated debate amongst stakeholders, raising awareness, and understanding and ultimately increasing alignment.
The big picture itself presents a clear, strong message to the audiences so that they can quickly understand the value of FE to Hertfordshire.
