Using Evidence to Influence Strategic Decision Making

in an Omni Channel World:

Image courtesy of Matt Grum

Strategic Marketing and Digital Strategy

underpinning External Relations

Image courtesy of Matt Grum

The invitation to join the Russell Group of leading research-based institutions in 2012 confirmed just how far York had come in a relatively short time… A former winner of University of the Year titles from both The Sunday Times and Times Higher Education, York is a genuinely world-class university… Entrance requirements are high and the dropout rate of less than five per cent is among the lowest in the country… The Times and Sunday Times University League Tables, 2014

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A WORLD-CLASS UNIVERSITY

Structure and governance 28 Academic Departments plus Centres

Support departments

– Registrar’s and Planning, Estates and Campus Services, Commercial Services, Finance, External Relations, Academic Registry, HR, Information, Research and Enterprise

Senior Management Group (SMG) is made up of both Heads of Support Departments and Pro-Vice Chancellors with portfolios:

– Students

– Teaching and Learning, Information

– Research

– Estates and Strategic Projects

– Business and Community

New VC and New Strategies

University Strategy

Research Strategy

Teaching and Learning Strategy

DARO

International Relations Community

Engagement

Strategic Marketing

Student Recruitment

Corporate relations

Admissions

Developing a market-led approach

August 2012

Introduction of fees

Competitors investing heavily in marketing

Dropping in the league tables

Poor destination data

Applications down in some departments

Why change?

A redesign project was born…

New design; colours, typography, imagery

Enhanced experience; global navigation, introduction of cluster pages

Responsive design

Release in

iterations

Measure success

Respond to user

behaviour

Project principles

1 2 3 4 5 6 7 8 9 10

Alignment with University Strategy

To understand the University strategy, and how we contribute to this overarching vision To establish overarching goals and priorities for External Relations To foster greater collaboration across External Relations– how can we work better together towards success?

Implementation Challenges

• Programme Reviews aligned to marketability

• Tackling poor performance

• Investment choices • Refining our brand • Diversifying our

income • Where to grow and

where to shrink

Why do we need to change?

Data Analysis and Interpretation

Identify Challenges

Integrated Work-

streams

Evidenced-based decision making

Underpinned by strong digital, print and strategic marketing tools

WHAT WOULD SUCCESS LOOK LIKE?

Distinctive Brand

Back in Top 10

Increased and

Diversified Income

Staff and Student

brand ambassadors

Partnerships and

Collaborations

EXTERNAL RELATIONS – AN ENGINE FOR CHANGE

Change will not come if we wait for some other person or some other time. We are the ones we've been

waiting for. We are the change that we seek Barack Obama