The key objective of the CXC 2018 marketing plan was to increase awareness and influence the consumption of CXC examination products. Emphasis was placed on stimulating demand for CXC certification through product advertising, increasing private candidate registration awareness and increasing awareness of CXC support resources. The target audience for the campaign included parents, school-aged and adult learners.

This year’s “I Will” campaign theme was chosen to advocate a choice and a feeling of conviction to encourage learners to actively pursue their goals through education. Campaign imagery was edgy and reflected learners and parents creating forward momentum towards achieving their dreams. A multimedia campaign was executed utilising traditional (print, broadcast and out-of-home) and web placements in select territories and social media throughout the region.

The product marketing campaign designed to stimulate demand for CXC certification, focused on raising general awareness of CCSLC and specific subject options within CSEC, CVQ, CAPE and CXC-AD programmes. All advertising directed customers to the examinations section of the CXC website for more information on certification products.

The private candidate registration campaign was executed together with exam registration awareness during the 2019 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/2019exams on the CXC website, where January and May-June subject offerings were displayed. Messaging was disseminated via email, web and social media as well as newspaper and radio advertising.

The CXC Support Resources campaign was carried out during the months leading up to the May-June 2018 and the January 2019 examination sessions. Both the resource suite and specific support resources were featured; and campaign elements were disseminated via email, web, social media and electronic billboard postings. All advertising referenced the CXC Support Resources microsite - gocxc.org - where the audience could click through to a variety of resources and join the CXC mailing list.

To further promote the “I Will” campaign theme, the “Wall of Will” mini campaign was introduced to inspire learners to document their goals on a virtual CXC wall. The wall was promoted via web and social media utilising display and video ads. This enabled the audience to become more engaged with the CXC brand, the campaign and each other.

Marketing participated in information sessions at secondary schools and played a key role in the October beta launch of the CXC Learning Hub.
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