marketing @ loughborough director of marketing and advancement, loughborough university
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Marketing @ Loughborough Director of Marketing and Advancement, Loughborough University. [email protected]. - PowerPoint PPT PresentationTRANSCRIPT
Marketing @ LoughboroughDirector of Marketing and Advancement, Loughborough University
[email protected] EMMAJ70
What We’ll Cover
• Challenges
• The marketing function
• Identifying audiences and
opportunities
• The strategy
• What’s next...
Challenges
Challenges
• Lack of planning, frameworks and connectivity
• Capacity and skills• Institutional understanding about
marketing and communications• Branding and positioning• Meeting the “brand promise”• Resources and ROI
The Marketing Function at Loughborough
o New structure – Marketing and Advancement
o Comprises six previously disparate areas: Design and Print, Marketing, Communications,
SOAR, International Office, DARO – “cradle to grave” structure focused on the student
experience and linked to recruitment at the core but with wide ranging focus on corporate
promotional, reputation, influencing and brand
o Reputation as a key strategic enabler spanning all forms of income generating activity
including recruitment, research, enterprise, philanthropic and other income, commrical
income
Focus on Stand Out
Strategic Alignment
Aims and Objectives
So Who Matters?
Kotler and Fox (1985): The University and its Publics
Strengthening Communications Strategy
Developing a ‘Global Army of Ambassadors’
Using Social Media Strategically
• Developing reach and building connected communities of interest
• Harnessing ambassadors• Raising awareness and amplifying
impact• Building connections• Responding to opportunities• Supporting recruitment,
fundraising and other forms of income generation
Content, Search and Social Media in a PR Context
Why News is Important…and PR Methods Need Updating
Integrated Public Relations
Social media
Link to further content Subhead
Link to lead researcher’s page on The University of Nottingham website
Embedded video also included, where appropriate
Working Your Media Content
Student Involvement
Other Brand Advocates
Staff Advocacy
Understand Your Audience
The Impact of Devices
Online Usage
Infographic by www.bestedsites.com via Pinterest
Understanding the recruitment marketing mix
New Ways to Market
The Conversation in Context
Mobile Rules…
Global Opportunities
Strategy Development
Marketing Planning, Monitoring and Evaluation
Aligning On and Offline Activity
Encouraging Buy-In
Uses, Channels and Opportunities
A Strategic Framework
A Seven Step Process
Why Bother?
Customer First
The Right Tools For The Job
Top Line Uses
Governance and Training
Listen, Engage, Analyse
A key strategy for reach and leverage is to re-purpose and refocuscontent across a wide rangeof channels.
Monitor channel development andgrowth and go where your audiences are — you can’t be everywhere.
Maximise channel links and opportunities to engage across platforms and embedsocial media within your PR and marketing strategy (inc. publications).
Multiple Uses and Careful Targeting
COPE in Action
Resourcing Issues
And When It All Gets Too Much…
The Future?
What’s Next?
And Finally…
“However beautiful the strategy, you should occasionally look at the results.”
Winston Churchill
Thank you for listening.