A former global head of brand management for oil giant Shell is behind the launch and marketing of a new website aimed at helping 15 to 19-year-olds decide on further education choices.
Michael Kesztenbaum, who was also director of strategic marketing for the government’s Learning and Skills Council until 2004, is chief executive of the broadband video platform University Choice TV (UCTV).
The site gives students and parents the chance to take a look at promotional films from universities, colleges and higher education courses online before making any decisions about studying there, and gives the institutions a forum to sell themselves to potential students.
UCTV.org launched online last September but marketing activity is only just starting. Kesztenbaum says 17 universities have signed up; he hopes to attract more than 500,000 users by the end of the year.
He adds that UCTV.org is seeking potential sponsors. Shell has signed up to a dedicated engineering area and is close to signing a deal with a record company that would see CDs featuring a mix of information about the website and new music by the label’s artists given out free to students when UCTV.org representatives visit schools.