Marketing and growth

Marketing

Our centres are expected to grow the number of candidates year on year and increase access to our exams. Expected growth rates and entries targets will be discussed between the applicant centre and a regional Cambridge English office. Targets vary according to the product and region, and Centres should share aim to increase candidature while ensuring compliance and candidate experience are of the high standards we would expect.

This means investment from the Centre in marketing and other activities – more detailed guidance on expectations and the support we provide is available from our regional offices.

A small number of centres are approved who will only offer the exams to their own students, and entries targets will take this into account.  

Minimum entry requirements

All centres are expected to make a minimum number of entries in each year. The minimum entry requirements vary according to the country, the market and local circumstances; the Cambridge English office in your region can confirm these requirements to you.

Advertising centre status

Our centres have a responsibility to promote Cambridge English exams, in order to encourage an increased level of entries. We seek to encourage and support this promotional activity. However, it is important for centres and CEMs to be aware that the identity of the University of Cambridge is protected by international law and that strict regulations apply to its use by centres and other organisations and individuals. In particular the shield of the University of Cambridge and the Cambridge English logo of which it forms a part may not be reproduced in any form without specific written permission from Cambridge English. The regulations for the use of the Cambridge English logo vary from country to country because of differences in intellectual property law and practice, and in local agreements which may affect the availability of the logo.

Clear guidance for the use of the Cambridge English Authorised Centre logo is provided to all registered centres upon signing a centre agreement.

The following principles apply to all centres:

• The shield of the University of Cambridge may never be reproduced by centres except as part of the Authorised Centre or Platinum Centre logo.
• The logo may not be altered in any way. In particular, the text must appear exactly as supplied, and must not be retyped.
• Neither the shield of the University of Cambridge, nor the Cambridge English logo may be reproduced by preparation centres.
• Centres should be careful to ensure that their publications make clear that their authorisation and the exams they offer are provided by Cambridge English, and not by the University of Cambridge as a whole.

Persistent or wilful failure to comply with these principles, or with any other instructions issued by Cambridge English in relation to the use of the intellectual property of the University of Cambridge constitutes grounds for the summary termination of a centre, and may lead to civil or criminal prosecution.