MARKETING BULLETIN 30 June 2021 - Cornerstone Institute
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MARKETING BULLETIN
30 June 2021
What has the Marketing Department been doing?
This Bulletin serves to create awareness of the work that the
Department has done over the past quarter, giving a glimpse into
the hard work that’s been happening behind the scenes.
Time is flying by as we present our 2nd term edition of the
Marketing Bulletin. During the past three months the Marketing
Department has spent a considerable amount of time analysing
data from our first recruitment cycle this year and have begun
marketing for the upcoming January 2022 intake.
Engaging the marketing department.
The Marketing Department exists to assist all departments within
the institution with work they want designed or conceptualised for
external consumption. This can range from designing posters to
editing website tabs to conducting live streams.
For our assistance and collaboration, we ask that you
please email your brief (with as much information as
possible) to marketing - marketing@cornerstone.ac.za at
least 1 week in advance. The earlier the better
particularly where graphic design and videography
are concerned.
01
The marketing department has three pillars:
•Lead Generation – Ensuring that we generate interest to study
with the institution.
•Brand Integrity & Awareness – Ensuring that in all our
communication the messaging is consistent with the brand and
that it’s seamlessly communicated to all who we are, what we do
and why we’re different from other institutions.
•Internal Communication – Ensuring that all the communication
within the institution is comprehensive and aligned with our
brand identity.
The way we interact with students until they graduate (and even as
alumni) is part of the internal communication process that never
ends. We need to ensure that all our engagements with them are
aligned to our brand identity.
As a result we need to ensure that they understand beyond the
support they receive from us that they also know their education is
in great hands.
PROJECTS COMPLETED
Marketing Campaigns
We aim to provide informative and visually inspiring ways of
engaging current and prospective students through our website
and social media platforms. We have many exciting ongoing
projects. We have a great selection of videos on our YouTube
channel and social media pages where you can keep up to date
with current and past campaigns and events.
02
Be sure to visit our social media pages here:
Facebook: https://www.facebook.com/cornerstoneinstitute
Instagram: https://www.instagram.com/cornerstone.institute/
YouTube: https://www.youtube.com/channel/UCV76GDYtdgT
MAXNT-r8T-HQ
Twitter: https://twitter.com/Cornerstone_CPT
LinkedIn: https://www.linkedin.com/company/cornerstone-in
sti/
These are the encouraging metrics on the Cornerstone Facebook
page over the last month. Thanks for liking and sharing our posts!
Graduation 2nd Edition
Catch the 2nd part of Cornerstone Institute’s graduation ceremony
here:
https://youtu.be/fcVov8VM0ok
03
Graduation Invitation Teaching Award Certificates Graduation Booklet As part of the second session of the graduation ceremony the Marketing Team created the programme booklet, outlining the ‘Survived and Thrived’ programme, which can be viewed on the Cornerstone website here: https://cornerstone.ac.za/ graduation2020/ 04
CRITICAL DIALOGUES
During the past few months we worked with Shakirah Dramat towards
putting together the second and third Critical Dialogues of the year. An
excellent selection of panellists unpacked the long term effects of
student debt. in South Africa, as well as, the misinformation
surrounding the COVID-19 pandemic. With good interactions and
engagement from viewers, they were a great success and we look
forward to the rest of the year’s line-up. If you missed them be sure to
click on the links below.
The April Critical Dialogue gave us valuable food for thought into
questions surrounding whether
writing off all historical student
debt is a viable approach? How
do we uphold the standard of
tertiary education in South
Africa if we do that, and does the
unemployment crisis in our
country have a role to play?
View the full event here:
https://www.youtube.com/watch?v=lkq7SNM1Rmw
The May Critical Dialogue delved into how the “infodemic” in South
Africa has affected public perception around COVID19, its impact on
public health and explored the
potential implications it may
have on the vaccine roll out.
View the full virtual event here:
https://youtu.be/Xp9r2GI4ZnU
05
As we commemorated Youth Month and honoured the young people of 1976 who laid down their lives fighting for freedom and the right to equal education, we also reflected on the challenges faced by the current youth of South Africa. A declining economy with record high unemployment numbers, and all of this during one of the most tumultuous times in human history. The June Critical Dialogue explored how young people envision the path to economic recovery in South Africa and shared the steps they've taken within their communities to contribute positively to the development of the country and to uplift those around them. 06
INTRODUCTION TO THE RECRUITMENT TEAM
As an integral part of the lead generation and retention of applicants,
Cornerstone marketing and recruitment go hand in hand, so we are
very pleased to welcome the Student Recruitment Officers of the
recruitment team.
Melissa Sparrow
Melissa started her studying career at Helderberg
College of Higher Education where she completed
her Bachelors of Art in Psychology magna cum
laude. She then completed her Honours and
Research Masters in Psychology at Stellenbosch
University while being extremely active in the
student community, including social justice as an
integral part of her study curriculum. She now finds
great joy working with the student community at
Cornerstone Institute.
Ncebakazi Azaphile Lengisi
Ncebakazi worked in a similar role before joining
Cornerstone. She loves music and is on her journey
to becoming a traditional healer.
07
Jennifer Moolman
Jennifer has extensive experience in sales. She is
passionate about all things that she takes on board
and she believes that service is key to success.
Busiswa Mbodlana
Busisiwa believes in working as a team to achieve
one goal. She holds a BTech in Business
Administration and her personal values are
friendliness, respect and commitment.
Shannon Welgemoed
Shannon Welgemoed is a psychology student and an
aspiring educator with a background in sales and
hospitality. They are, at their core, a helper. They are
motivated by people, challenges and social justice,
and aim to use everything at their disposal to work for
equity.
08
Judith Makuma
Judith is a Congolese-born South African citizen,
social media enthusiast, feminist, parent, and activist
who is passionate about promoting and supporting
local businesses and organisations. Her interest in
development has led to her involvement in various
projects in 9 different countries in the last decade.
Judith is excited to share her diverse work experience,
passions and interests with Cornerstone in her
experiences, passions and interests role as a Student
Recruitment Officer.
Craig Hendricks
Craig Hendricks has extensive sales experience.
WEBSITE UPDATE
Many of you may have noticed our website has been refreshed and is aligning
with all current and up-to-date documents,
courses and information. As the face of
Cornerstone Institute we endeavour to create a
user friendly experience for those returning to
the site, as well as for those visiting the site for
the first time.
09
In addition to our updated web pages we now have a new page for the BA majoring in Alternative Education which can be viewed here: https://cornerstone.ac.za/programmes/undergraduate-higher-cer- tificates-studies/bachelor-of-arts-alternative-education/ SHORT COURSES With the launch of two new short courses, creatives and social media marketing commenced. 10
CREATIVES DID YOU KNOW CAMPAIGN
ENROL NOW CAMPAIGNS
With the run up to the
close of applications in
June, the marketing
team put together
various ways to
broaden public
awareness of
the great courses on
offer at Cornerstone,
as well as focus on
specific target groups
besides creating our
Facebook and
YouTube videos.
This we achieved through our IOL and Biz Community ads and radio
campaigns being aired on Good Hope and One FM.
11STUDENT LIFE AT CORNERSTONE
Video created as part of creating awareness of the life at Cornerstone,
posted on our Facebook and YouTube channel.
https://youtu.be/U6W92RJVd9g
12PEOPLES WEATHER COMPETITION
April’s launch of the R1000 cash competition was a great success. The
prize was granted to the first person
to answer 3 correct questions to do
with the Cornerstone ‘What Do We
Offer’ video. The commercial was
aired on DSTV’s Peoples Weather
Channel and the competition drew
further attention to Cornerstone’s
offerings. Congratulations to the
winner of our competition, Selma
Chikongo.
Public Service Announcements (PSA)
You can view the ‘Africa PSA’ video
here:
https://youtu.be/9i5JVhDLU74
EXPOS
Alongside various other Higher Education institutions Cornerstone
joined the Cape Careers Exhibition Association (CCEA) on a roadshow
throughout various towns in the Southern Cape such Oudtshoorn,
Knysna, Plettenberg Bay, George and Mosselbay to showcase our
institution and programme offerings. In addition to marketing
Cornerstone Institute, our task was to also provide high school
learners with career advice and assist in helping them fulfill their
passion and dreams. Cornerstone Institute has visited nearly 20
schools and interacted with many students from various cultural and
socio-economic backgrounds.
1314
Eden FM Interview
As part of the Southern Cape Expo Tour Eden FM radio facilitated an inter-
view with Oscar Cloete, who represented Cornerstone on the 14 June 2021.
“Oscar was an absolute natural in engaging with us about Cornerstone Insti-
tute and his recent visit to the schools in the Southern Cape. I am sure that
the thousands of listeners who tuned into our show, were delighted to hear
about the wonderful history and exciting offerings of Cornerstone Institute.”
– Professor Quinton Johnson.
For full interview, click here:
https://www.youtube.com/watch?v=EZrnkfxlLm8
ARTICLES
Articles on various subjects are published monthly and generate
interest from a broad spectrum of audiences view our most recent
articles below, with many thanks to Rudi Buys for his monthly
contributions and voice as Executive Dean of Cornerstone Institute.
Denver Isaacs: An Inspiration in the Face of Adversity
Cornerstone Institute student Denver Isaacs is proving to be a
shining light of inspiration and a prime example of a unique case of
overcoming childhood trauma, and utilising his experiences to pave
the way for other young people to rise above their own adverse
circumstances.
https://cornerstone.ac.za/post-template/an-inspiration-in-the-face-of-adversity/
Rudi Buys: Election Results Pointer to SA’s Future Political Direction.
“As the final round of voting prior to the municipal elections later this
year, the smooth running, or not, of the elections this week, as much
as their results, will offer useful information to estimate what may
follow in October.”
https://cornerstone.ac.za/election-results-pointer-to-sas-future-political-direction/
15Rudi Buys: Let’s Hear The Roars of the SA Youth. “Roar, young lions, roar! For more than five decades these words swept across a nation, albeit across very different social and political landscapes.” https://cornerstone.ac.za/lets-hear-the-roars-of-the-sa-youth/ BIRTHDAY CARDS To end our Marketing Bulletin we would like to give a special mention to those who received birthday cards in the past three months, as well as wish them all a prosperous and joyful year ahead. 16
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