Transcript Marketingx - Loughborough University

Marketing @ Loughborough
Director 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
Working Your Media Content
Embedded video also
included, where
appropriate
Link to further content
Link to lead researcher’s page on
The University of Nottingham
website
Social media
Subhead
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
Multiple Uses and Careful Targeting
A key strategy for reach and
leverage is to re-purpose and refocus
content across a wide range
of channels.
Monitor channel development and
growth and go where your audiences
are — you can’t be everywhere.
Maximise channel links and
opportunities to engage across
platforms and embed
social media within your
PR and marketing strategy
(inc. publications).
COPE in Action
Resourcing Issues
And When It All Gets Too Much…
What’s Next?
The Future?
And Finally…
“However beautiful the
strategy, you should
occasionally look at the
results.”
Winston Churchill
Thank you for listening.