The key objective of the CXC 2017 marketing plan was to increase stakeholder awareness and influence an increase in consumption of CXC examination products. Emphasis was placed on expanding customer awareness of CXC support resources, certification products and private candidate registration across various segments including parents and school-aged and adult learners.

The theme "Now Is Your Time" was used in conjunction with the existing slogan "You're In Control" to inspire learners to instantaneously take control of their personal success journey by gaining qualifications towards their goals. A multimedia campaign was executed using new (mobile, online and social) media and traditional (print, broadcast and out-of- home) media in the eight (8) countries with the highest candidate registration numbers.

The CXC Support Resources campaign was disseminated via traditional and new media, including electronic billboard advertising in Jamaica and Trinidad and Tobago and bus wraps in Barbados. All advertising included a link to the upgraded CXC Support Resources microsite – gocxc.org – where customers can view and click through to a variety of resources, receive online materials and join the CXC mailing list.

The campaign around the CXC product suite was also executed across traditional and new media. Television and radio advertising appeared in select territories; and online banners, Facebook and mobile ads were executed across the region. All advertising directed customers to the main CXC website for more information on certification products and subjects.

The private candidate registration campaign was executed together with exam registration awareness during the 2018 exam registration period in each country. It encouraged both school-aged and adult learners to take advantage of private candidate registration for their desired subjects/ examinations and pointed to cxc.org/2018-subject- offerings on the CXC website, where the 2018 subject offerings were displayed.

Marketing also played a key role in the planning and promotion of CXC initiatives including the launch of the CXC Connect App, E-Testing Awareness Campaign, Barbados Student/ Parent workshop and private centre primary research. The Assistant Registrar-Marketing Officer worked closely with the Assistant Registrar – Public Information and Customer Service and Assistant Registrar-WebMaster in the planning and execution phases of these initiatives.

Additionally, two students were provided with sponsorship to attend UWI’s Student Program for Innovation in Science and Engineering (SPISE) four-week summer programme geared toward Caribbean STEM students.