UKCBC is a higher education institution which specialises in providing undergraduate qualifications (HND, AAT, Bachelor and Top-Up degrees). The college owns six campuses serving London and Essex, including the English language school, UKCE. I worked for UKCBC as the senior marketing executive, covering various digital marketing channels, which included:

Google Ads

Google Ads is a cost-effective way of advertising to users when they are searching for a product or service. My role was to create, monitor, optimise, track and report the campaigns that were promoted through Google. The primary goal of the campaigns was to generate leads for the courses offered by the college and to promote events. I had the opportunity to work with different campaign types such as search, display and remarketing. It was also my responsibility to create the landing pages linked with the adverts.

Facebook and Instagram Ads

In addition to Google Ads, I used to work with Facebook and Instagram advertising platforms, with the main goal of generating leads for the courses and promoting events at the College. Facebook and Instagram ads are a great way to advertise to audiences that have previously been to the website, have seen an ad or have been in touch with a brand. It is also great for reaching specific demographics.

Website Development

UKCBC’s website reflects the college’s culture and vision. Its student-centric content covers course descriptions and other valuable information for prospective students. It features a blog where the college publishes news about relevant industries as well as students career advice. The website is built in WordPress; it is responsive and easy to navigate.

I was responsible for improving the website. My tasks included: planning website navigation and the user journey; creating new pages and specific landing pages for campaigns; installing and updating plugins; creating redirects; and reporting the website’s performance through Google Analytics.

I was responsible for SEO on the website’s highest ranking pages; I also worked closely with UKCBC’s content editors for keyword research and content strategy.

UKCBC website development

Social Media Management

Facebook, Twitter, LinkedIn, Google+ and YouTube are the social media networks used by UKCBC. My responsibility was to plan the social media calendar, create and schedule the content and report the results of the different channels. As a direct result of my work, UKCBC gained leads through social for the first time in the company’s history.