Decreasing population in Latvia makes all secondary and higher education institutions face the challenge of attracting potential students to their study offer. In addition, vocational education institutions must also fight off the widespread public opinion about the low prestige of vocational education which, in fact, is incorrect because vocational education institutions have managed to rebuild their infrastructure and introduce up-to-date technologies into the study process over the recent years.

To assist Ventspils Technical College in attracting students, we developed Generational Marketing Strategy for 2020–2021, which defined the communication goals and principles, target and intermediate audiences, messages for target audiences, and the tactical solutions specifying the suggested information channels and methods for public relations and advising on digital communication, drafting of information materials, and organising of events.

As a result, two separate event plans were developed to meet the needs of rather different target audiences that can be broadly divided into two groups: young people aged 13–16 interested in studies at a technical college, and adults aged 30–50 interested in life-long learning programmes.

Generational Marketing Strategy of Ventspils Technical College was a part of the project Next Generation Micro Cities of Europe co-financed by the EU. This project aims to introduce innovative solutions to develop labour skills and strengthen human resources in cities, and to lay grounds for successful business development and job creation resulting in prospering economic and business environment in two cities of Latvia–Ventspils and Valmiera.

Picture: Ventspils Technical College Facebook profile