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TEAMHead of Marketing - Natasha Gohill
Head of Communications - Esi ChristopherHead of Creative: Campaign I - Helene Cohn
Head of Creative: Campaign II - Hannah Mitchell
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TABLE OF CONTENTS
Client Profile 3Competition Analysis 4Creative Advertising Plan 6
Campaign I 7
Campaign II 8
Marketing Plan 10Mission Statement 10
Marketing Strategy 10
Implementation, Evaluation and Control (PEST) 10Situation Analysis (SWOT) 11
Future Projection 13
Future Advertising 13
Appendix 1 14Campaign I: Advertisement I
Appendix 2 15Campaign I: Advertisement II
Appendix 3 16Campaign I: Advertisement III
Appendix 4 17Campaign I: Advertisement IV
Appendix 5 18Campaign I: Advertisement V
Appendix 6 19Campaign II: Advertisement I
Appendix 7 20Campaign II: Advertisement II
Appendix 8 21Campaign II: Advertisement III
Appendix 9 22Campaign II: Advertisement IV
Appendix 10 23Meeting Schedule
Reference List 24
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CLIENT PROFILE
The stereotypical Bond College student is someone who has a desire to engage in tertiary
education. They are adventurous, open minded, hardworking, like a challenge and are interested
in travelling. Most importantly, the Bond College student is someone with a strong desire to learn,
but feels constrained by the high school style education. They have clear goals in mind, and want
a fast tracked education. Bond College students are recruited in a number of ways, with 30%
hearing about Bond College through friends and family, 25% finding out about the college after
missing direct entry, 20% discovering the college through school career advisors, 12% from
agents overseas and 6% from online (Hinton, 2011). The student base is both domestic and
international, with a mix of high school leavers and mature students.
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COMPETITION ANALYSIS
Through research, Infinity established that the three key competitors to Bond College were
Concord College, Cardiff Sixth Form College and Chelsea Independent College (Education
Advisers Ltd, 2010). All three colleges teach A-levels, the U.K higher education requirement.
The course at Concord College is six semesters long, over two years. The college requires
students to attend daily individual sessions a tutor. The colleges average student Universities
and Colleges Admissions Service (UCAS) score was 499 points in 2011 (Concord College, 2011).
In addition, 80% of student grades were A+s and As in the year 2010 (Education Advisers Ltd,
2011). Students can attend Concord College in sixth form, from the age of 15, up until the age of
18 (Concord College, 2006). Boarding is available, and student fees range from 11,700 to
26,550 per year, depending on if they board or not (Concord College, 2006).
Chelsea Independent College (n.d) offers students a two year long course, with three semesters ayear. There is also a one year intensive course available to those wishing to retake t A-levels
(Chelsea Independent College, n.d). Students can join the college anywhere between the ages of
16 and 20 (Chelsea Independent College, 2011). There are usually 120 students a year with
small classes of six to seven students. (Chelsea Independent College, n.d). The cost of the two
year course is 30,900, while the one year course ranges from 6,414 to 16,035, depending
on what subjects are resat (Chelsea Independent College, 2011). Boarding is not provided at this
college.
Cardiff Sixth Form College (2010) offers two year, one and a half year, and one year courses,
each with three semesters a year. However, one year courses are only for students who areretaking A-levels (Cardiff Sixth Form College, 2010). Of the 2011 class, 98% of students achieved
A+ to B grades and 84% of those students achieved A+ to A grades (Cardiff Sixth Form College,
2011). The Cardiff class size is small, with nine to 10 students per class (Cardiff Sixth Form
College, 2011). One on one and group tutorials are also offered (Cardiff Sixth Form College,
2010). The cost of the one year long course is 33,000, while the one and a half year course is
49,000, and the two year course costing 66,000 (Cardiff Sixth Form College, 2011). Boarding
is included in the fees (Cardiff Sixth Form College, 2011).
When comparing the three competitors to Bond College, the advantages are clear. Bond College
offers a two semester course, running for eight months, which is much shorter than all three
competitors examined. Additionally, mature age students are welcome to study at Bond College,
whereas the competitors do not allow people over 20 to study at their institutions. Also, the
structure of Bond College, in comparison to the competitors, gives students more free time, as
well as getting a real university style experience, while students at the competitors are treated
more like high school students. On completion of Bond College, students guaranteed entry into
the degree of their choice (except medicine and architecture), at Bond University, as well as two
credit points towards their degree (Hinton, 2011). Students at the competitor colleges still have
to apply to university and risk not getting admission into the university or program of their choice.
In addition, the foundation program and two credit points are recognised by 17 Australian
universities and can be transferred if the student chooses not to study at Bond University
(Hinton, 2011). Furthermore, admission into Bond University is three times a year, whereas otheruniversities, such as those in the U.K, only offer admission once a year. In regards to fees, Bond
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College equates to around 11,000 for the whole course, which is generally cheaper than the
competitors and quicker as well.
The disadvantages of Bond College that can be seen are primarily related to the possibility of a
U.K student studying at Bond College, but then wishing to study at a U.K university. These
disadvantages include the fact that Bond College doesnt offer A-levels, meaningstudents arent
guaranteed entry to any U.K universities. The Bond College course is also not UCAS transferrable.
Other general negatives include the fact that class sizes are slightly larger, boarding is not
included in the fees and a visa is needed to study at Bond College.
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CREATIVE ADVERTISING PLAN
The Bond College advertising campaign will be executed between July 27 and August 12, 2012
to coincide with the London Olympic Games. This event has been chosen for two key reasons: its
suitability to our chosen target market and the potential to gain maximum exposure.
Upon receiving the brief, it was revealed that Bond College is eager to expand their international
client base, as this will aid in closing the gap between international and domestic enrolment
figures. This campaign will focus on recruiting international students, specifically, those from the
United Kingdom. This region was chosen for a number of reasons. With half of the Infinity team
originating from England, we have authority in stating that when it comes to students from the
U.K, Australia is the ideal location, and Bond College is the perfect educational facility.
The reasons for targeting students from the United Kingdom include the fact that the Gold Coast
climate is particularly enticing to students from colder regions, such as the U.K. The lifestyle of a
Bond College student, living on the Gold Coast, is just one potential way Infinity plans to sell the
College.
Furthermore, Bond College is the perfect place for U.K students as there will be no language
barriers. This will make our target markets educational experience all the more enjoyable due to
the lack of stress they may have experienced if they studied somewhere where English was not
the main language. Students can still expect to enjoy the cultural exchange, while not having to
worry about being able to speak two languages fluently. This, in turn, means that they will be all
the more able to reach their full potential at Bond College.
Finally, because Australia and the U.K are part of the Commonwealth, it will be much easier for
visas to be granted to students from the U.K, making the process as smooth as possible.
The chosen target market of the United Kingdom makes the London 2012 Olympics the perfect
time and venue to execute the advertising campaign.
The second reason for running the campaign during the Olympics is the fact that Bond College
will be able to gain maximum exposure to both our target market (United Kingdom students), as
well as those outside of our target market, who are travelling from overseas to attend the
Olympic games.
The official population of London is 7,825,200 (Office for National Statistics, 2010). In addition,
it is expected that nine million tickets will be sold to the Olympics (The City of London, 2011). This
gives us an audience of almost 17 million people. No other event in the world would be capable
of granting Bond College this much exposure.
In regards to the advertising campaign, Infinity plans to advertise Bond College across several
mediums, but in doing so, will keep the campaign consistent, with all advertisements following a
common theme. Infinity has developed two possible advertising campaigns, both revolving
around the theme of the Olympics, but with each taking a different angle to this theme. The first
campaign will be referred to as the Olympic Rings campaign, whereas the second campaign will
be referred to as the Think Bond College campaign.
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Campaign I: Olympic RingsA range of advertisements have been created around a central theme developed by the Infinity
team. This theme focuses on the five components of the Bond College logo and the five Olympic
rings. Each ring has been assigned a section of the Bond College logo, and each pairing signifies
a pillar and selling point, of Bond College. There are no legal issues in using the Olympic rings inour advertisements, so long as a fee is paid (Olympic.org, 2011).
Infinity has paired the following: The blue ring with the Southern Cross, the black ring with the full
Bond College logo, in addition to the text Bond College in black, the red ringwith the sun, the
yellow ring with the book, and the green ring with the sand.
This campaign will be based on five print advertisements, four of which will focus on a particular
ring and pillar of Bond College. The fifth advertisement will be an image of the full set of rings.
The first print advertisement (appendix 1) focuses on the Southern Cross component and is
teamed with the slogan, Australias five star college. This is in reference to the Good Universities
Guide, where Bond University has been rated five out of five stars, for five years running, in the
areas of positive graduate outcomes, graduate starting salaries, teaching quality, staff
qualifications, graduate satisfaction and staff to student ratios (The Good Universities Guide,
2008). It is thought that because Bond College is a branch of Bond University that students will
be exposed to the same five star opportunities as those studying at Bond University. If they
complete an undergraduate degree at Bond University, which most are expected to, they will
most definitely be able to enjoy the five star benefits listed earlier.
The second (appendix 2) concentrates on the sun, and is paired with the motto, Your gateway to
a brighter future. This sends the message that a Bond College education ensures success.
The third (appendix 3) focuses on the book, with the adage, Start a new chapter. This
advertisement makes use of the academic portion of the logo, while endorsing the message that
Bond College is the perfect place for students to start a new of their lives.
The fourth (appendix 4) concentrates on the sand, and is teamed with the catchphrase, Gold
medal education on the Gold Coast. This utilises both the quality education Bond College
provides, as well as the unique location of the Gold Coast as selling points. It also ties in well to
the Olympics theme due to the gold medal references.
Each of these four advertisements will have the full set of Olympic rings in the top left hand
corner, to tie them all together and keep the campaign consistent. The slogan and selected
aspect of the Bond College logo will be located in the centre of the advertisement, with the Bond
College masthead in the bottom right hand corner to result in visual harmony.
The final advertisement (appendix 5) will be a blown up version of the Olympic rings and Bond
College composition. There is no need for the fifth ring to have its own poster as it is simply
represents the name Bond College, rather than a specific aspect of the College. The full Olympic
rings advertisement will take the place of this fifth ring.
The Olympic Rings campaign will include these five print advertisements and will be displayed on
a variety of out of home mediums. These will include billboards throughout central London,
Underground advertising in the form of escalator panels, tube car panels and wonderwalls, as
well as airport advertising via walls parallel to the moving walkways.
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Billboards:The five Olympic ring themed billboards will be displayed in central London, to maximise
exposure. Not only will those living in London be able to see the billboards, but those who travel
into London for work will see them, as well as the unprecedented amount of tourists who will be
in London for the Olympics.
Underground:The campaign will be displayed in the London Underground, in the form of escalator panels, tube
car panels and wonderwalls. Advertising in the Underground will ensure maximum exposure for
Bond College due to the fact that over three million people use the Tube on a daily basis, with
almost three and a half million using the Tube on weekdays (Transport for London, 2007). These
numbers will only increase during our campaign execution, due to tourists. The rationale for
advertising here is twofold, and includes the idea that many individuals, who are travelling via the
Tube, may be school students who dont enjoy school. On the other side of the coin, there will
young adults who either dropped out of school, or didnt get the right score to study at university,and consequently are stuck in a job they dont enjoy. This is ideal, as it will undeniably mean our
target market will be exposed to these billboards. The target market may be unhappy with school
or their job, so Bond College could be the perfect alternative for them.
Airport:The airport will be an interesting place to advertise as it wont necessarily be directed at our
target market of U.K citizens. The basis behind advertising at this venue is the possibility of
gaining students from those who are travelling to London to experience the Olympic Games. The
Olympic Games ticket sales expect an additional nine million tourists to be travelling into London
(The City of London, 2011). This serves as a large pool of possible students, originating from allfour corners of the globe, so by advertising to these people, we are effectively publicising Bond
College to over a hundred of countries, as it is hoped that the people using the airport will not
only notice out advertisements and consider attending Bond College, but they will also go home
and tell their friends and family. This is working off the same principle that currently gets Bond
College 30% of their admissions from word of mouth through friends and family (Hinton, 2011). If
Bond College could establish a word-of-mouth reputation internationally, the results could be
astounding.
Campaign II: Think Bond CollegeThe second campaign developed by the Infinity team was the Think Bond College campaign. This
campaign also revolved around an Olympics theme, whereby Bond Colleges advantages were
revealed in such a way to tie them in with the Olympics. All advertisements in this campaign
ended with the phrase Think Bond College. This was used as the hook on the advertisements,
and gave consistency throughout the campaign. Also, by including a common phrase such as
Think Bond College in all the advertisements, it would undoubtedly increase audience recall,
and after viewers saw a few Bond College advertisements they would instantly be able to
recognise them, due to the consistency. Additionally, all advertisements included the Bond
College logo.
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The Think Bond College campaign will be displayed in the same locations as the Olympic rings
campaign, due to the reasons stated earlier in the Olympic rings section of the report.
The coach is just as important as the sportThis advertisement (appendix 6) emphasises the importance of quality teaching staff to an
education. It indicates to the audience that Bon College knows the importance, and as such, has
world-class educators. 75% of Bond Universitys teachingstaff boasts a PhD (Bond University,
2011), suggesting that Bond College students will have access to educators of a similar calibre,
and will have access to these same educators when they commence their undergraduate degree.
The training grounds build the athleteThis advertisement (appendix 7) reinforces the importance of quality facilities at an educational
institute, and the difference they can make to a degree. The correlation between excellent
facilities and world-class graduates is expressed analogously to athletes with the phrase the
training grounds build the athlete. This is based off the notion that, if, for example, a hurdler
practiced at a venue without track lines and hurdles, they could never fulfil their whole potential.
The state of the art facilities at Bond University are utilised by Bond College students, and
contribute to the overall quality of their learning and assist in fulfilling their full potential.
Thinking of a gold medal career?In appendix 8, the phrase thinking of a gold medal career ties in the Olympics with the benefit
that Bond College graduates can receive. They will be better prepared for university, and
therefore will be more likely to succeed. This success in university will no doubt then lead to
success in the workplace and a gold medal career.
Thinking of getting ahead of the competition?This advertisement (appendix 9) refers to the notion that by studying at Bond College, you will
have an advantage when going on to study your undergraduate degree. It is a known fact, that on
average, Bond College students who go on to study at Bond University achieve better grades than
those who do not take part in the university preparation program (Hinton, 2011). Studying at
Bond College results in a competitive edge for students when they go on to study at Bond
University. Bond College graduates will have developed academic skills such as essay writing,
referencing and note taking, as well as practical skills such as study methods. Additionally, they
will have one of the biggest advantages against those who have not studied at Bond College, in
the form of being able to easily transition into university life, which many students fresh out of
high school struggle with, which in turn, negatively impacts on their grades.
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MARKETING PLAN
Mission StatementThe aim of Infinity is to boost awareness and interest in applying for Bond College. Infinity would
like to see an increase to 40% international student intake, and ideally see it at 50%
international and 50% local students.
In order to do this and reach our target market we are going to use an advertising campaign that
will be used in London, during the Olympics. We would like to use the advertising to gain many
different types of students.
Marketing StrategyWe have chosen people who are visiting London for the Olympics and local people who live there,
due to the sheer amount of people we can get to. Our advertising campaign will be directed
towards those who are motivated, want to learn and get themselves a better education and move
onto one of the countrys best universities. In order to reach these people, who we feel are an
ideal group to advertise to and that are not going to react to the advertising campaigns that are
already being used by Bond College. We chose to tie in the bond College them with the event of
the Olympics, thus creating a stronger overall look.
Implementation, Evaluation and Control (PEST)Politically
Student Visa: A valid student visa needs to be organised for students from overseas toattend Bond College.
Basic Education: Does the student in question have the required minimum level ofeducation to apply to study and Bond College. In the case of Bond College, you need to
have completed the Australian high school equivalent of grade 11.
Economically
Cost: Bond Colleges unique and personal education means that their fees are moreexpensive than average. Students applying for a spot at Bond College need to realise thiswhen applying and consequently have sufficient funds to do so.
Being International: Because they are an international student they may not be able totake advantage of any government support available to local students.
Exchange Rates: The Australian dollar is very strong at the moment, so this will have to betaken into account when students from the U.K are considering Bond College.
Socio-culturally
International Study Ratio: Bond College currently has a 20% international student base(Hinton, 2011), which means those attending Bond College benefit from diversity in theclassroom.
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Solid Intellectual Grounding: The combination of subjects studied at Bond College helpgive the student a solid intellectual grounding, making for a more rounded individual.
Technologically
Bond College Website: It is apparent that Bond College does not have a clear website andthat it takes a lot of time to locate the links for applying for the college through the Bond
University website. Therefore, students may find it difficult to look for information on
Bond College. This is a huge issue as it may prevent a student from potentially attending
Bond College if they cannot get the information theyre after.
Bond College and BUELI Shared Website: Bond College and BUELI have a shared websiteand as an outsider, they appear to be connected when in actual fact they are not. Bond
Colleges foundation program should have a separate dedicated website so there is no
confusion over what exactly the program entails.
Social Networking: Bond University utilises social networking mediums, such as Twitter.Bond has multiple Twitter accounts, with one for the university, one for the Health
Sciences and Medicine faculty, one for Bond Briefs (Journalism entry level publication);
one for Bond Rugby, one for Bond Entrepreneurship, the list goes on. However, Bond
College does not have a Twitter account.
Situation Analysis (SWOT)
Strengths Weaknesses
Able to reach a larger market through ourchoice of campaign execution.
Students may not have the equivalentschooling requirement of year 11 in Australia,
therefore may not be eligible for Bond College
Solid intellectual grounding. A wide array of
subjects are studied at Bond College, all of
which are helpful for future study and help
mould an individual. Bond College also
emphasises the importance of academic skills,
such as essay writing, referencing, etc.
The Bond College website is a weakness as it is
not its own separate site. The website is shared
with BUELI and is simple a page on the Bond
University website. This makes information
difficult to find and it is also hard to distinguish
what exactly Bond College is due to the
connection with Bond University and BUELI.
Fantastic preparation for university. Ordinarily,
students who come to university fresh out of
high school experience a culture shock due to
the fast paced learning and different study
structure of university. By studying at Bond
College, students will have experience as a
university, making the transition to university
much easier.
There are only a certain amount of places
available at Bond College, so if demand was
high, not everyone would be able to study at
Bond College.
Studying at Bond College will guarantee entry
into any program at Bond University, except for
architecture and medicine.
There is no guarantee into architecture or
medicine at Bond University after completion of
a Bond College course.
Studying at Bond College will also result in two
credit points towards said Bond University
degree.These credit points can be transferred to one
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of 17 universities that Bond College currently
has an articulation agreement with.
The Bond campus is very multi-cultural
campus, suggesting that everyone is accepted,
no matter what race.
Excellent facilities available for Bond Collegestudents, since they use the facilities at Bond
University.
Bond College is quiet small, making for a more
personalised and supportive educational
experience.
Bond University staff are of a high calibre, with
75% holding a PhD (Bond University, 2011).
Some of these staff also teach at Bond College.
Therefore students can expect exceptional
teachers, at both Bond College and when they
move onto Bond University.Australia and the U.K are both part of the
Commonwealth, which means that if a U.K
student wants to study at Bond College as a
stepping stone to studying law at Bond
University they will be able to. Much Australian
law is based on English case law, and because
both nations are part of the Commonwealth
they operate under the same common law
legal system. This means a U.K student could
study at Bond College and Bond University and
go back to the U.K with a law degree and be
able to practise law. They will also finish boththe foundation program at Bond College, and
their law degree at Bond University, earlier than
their peers who studied in the U.K.
It is much easier for our target market to get
visas to study in Australia as both nations are
part of the Commonwealth.
Opportunities Threats
If there is an increase in international students
going to Bond College, it increases exposure tothe College and Bond University.
They may lose the amount of local students
who want to go to Bond College if there a largeramount of international students.
Helps makes connections with Colleges and
High Schools in the U.K and the rest of Europe
too.
Bond College would be jeopardised if there is a
lack of interest in the programme by the
international students.
Having that international aspect on your
resume, of attending Bond College, looks
better for prospective employers.
Cost of international flights, could hinder the
decision for an international student to decide
to attend Bond College, or staying at home.
Infinite opportunity to improve the Bond
College website.
The Australian dollar is quite strong at the
moment, and this could hinder the chance of
some international students attending BondCollege due to the exchange rates.
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The competitors, Cardiff Sixth Form College,
Chelsea Independent College and Concord
College are possible threats to Bond College,
as U.K students may choose to study locally.
Future Advertising
Bond College is great because it has a high turnover and students are able to get two credit
points towards their Bond University degrees, therefore Bond College and Bond University should
really be working together to keep creating fresh advertising campaigns to draw in new students.
Future Projection
By launching this advertising campaign during the Olympics in the summer, during the dates of
27th July to 12th August 2012; we are hoping to gain exposure to the most amount of people. Our
projection is to increase the amount of international Bond College applicants to increase to 40%,
of the overall student intake, by the end of next year.
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Appendix 1Campaign I Advertisement I: Australias Five Star College
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Appendix 2Campaign I Advertisement II: Your Gateway to a Brighter Future
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Appendix 3Campaign I Advertisement III: Star a New Chapter
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Appendix 4Campaign I Advertisement IV: Gold Medal Education on the Gold Coast
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Appendix 5Campaign I Advertisement V: Rings
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Appendix 6Campaign II Advertisement I: The coach is just as important as the sport
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Appendix 7Campaign II Advertisement II: The training grounds build the athlete
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Appendix 8Campaign II Advertisement III: Thinking of a gold medal career?
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Appendix 9Campaign II Advertisement IV: Thinking about getting ahead of the competition?
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Appendix 10MEETING SCHEDULE
Meetings held between Esi Christopher, Helene Cohn, Natasha Gohil and Hannah Mitchell.
Day Date TimeWednesday 12th October 12pm-2pm
Monday 24th October 12.30pm-2pm
Wednesday 26th October 12pm-1.30pm
Monday 31st October 12pm-1.30pm
Wednesday 2nd November 12pm-2pm
Monday 7th November 12pm-2pm
Wednesday 9th November 12pm-2pm
Monday 14th November 12pm-2pm
Wednesday 16th November 4.30pm-5pm
7pm-8pm
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REFERENCE LIST
Bond University. (2011). 10 Reasons Why Bond. Retrieved from http://www.bond.edu.au/about-
bond/introducing-bond/10-reasons-why-bond/index.htm
Education Advisers Ltd. (2010). The Independent Sixth Form Colleges who published A Level
Exam Grades for Summer 2010. Retrieved from http://www.best-schools.co.uk/league-
tables/sixth-form-colleges.aspx
Education Advisers Ltd. (2011). Concord College. Retrieved from http://www.best-
schools.co.uk/school-details.aspx?school=291
Cardiff Sixth Form College. (2010).A-Levels. Retrieved from http://www.ccoex.com/alevels.php
Cardiff Sixth Form College. (2010). Our Approach. Retrieved fromhttp://www.ccoex.com/approach.php
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http://www.ccoex.com/results.php?id=12
Cardiff Sixth Form College. (2011). Tuition Fees. Retrieved from
http://www.ccoex.com/tuitionfees.php
Chelsea Independent College. (n.d).A Level 1 Year & Retakes. Retrieved from
http://www.cic.ac/courses/a-level-1-year-retakes/
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level-2-year/
Chelsea Independent College. (n.d). Courses and Our Approach. Retrieved fromhttp://www.cic.ac/courses/courses-and-our-approach/
Chelsea Independent College. (n.d). Personal Attention. Retrieved from http://www.cic.ac/the-
college/personal-attention/
Chelsea Independent College. (n.d). 37% A+/ A Grades. Retrieved from
http://www.cic.ac/news/37-a-a-grades/
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