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Marketing @ Loughborough Director of Marketing and Advancement, Loughborough University

Marketing @ Loughborough Director of Marketing and Advancement, Loughborough University. E.J.Leech@Lboro.ac.uk.

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Marketing @ Loughborough Director of Marketing and Advancement, Loughborough University

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  1. Marketing @ LoughboroughDirector of Marketing and Advancement, Loughborough University E.J.Leech@Lboro.ac.uk EMMAJ70

  2. What We’ll Cover • Challenges • The marketing function • Identifying audiences and opportunities • The strategy • What’s next...

  3. Challenges

  4. 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

  5. The Marketing Function at Loughborough • New structure – Marketing and Advancement • 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 • Reputation as a key strategic enabler spanning all forms of income generating activity including recruitment, research, enterprise, philanthropic and other income, commrical income

  6. Focus on Stand Out

  7. Strategic Alignment

  8. Aims and Objectives

  9. So Who Matters? Kotler and Fox (1985): The University and its Publics

  10. Strengthening Communications Strategy

  11. Developing a ‘Global Army of Ambassadors’

  12. 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

  13. Content, Search and Social Media in a PR Context

  14. Why News is Important…and PR Methods Need Updating

  15. Integrated Public Relations

  16. Working Your Media Content Embedded video also included, where appropriate Social media Link to further content Subhead Link to lead researcher’s page on The University of Nottingham website

  17. Student Involvement

  18. Other Brand Advocates

  19. Staff Advocacy

  20. Understand Your Audience

  21. The Impact of Devices

  22. Online Usage Infographic by www.bestedsites.com via Pinterest

  23. Understanding the recruitment marketing mix

  24. New Ways to Market

  25. The Conversation in Context

  26. Mobile Rules…

  27. Global Opportunities

  28. Strategy Development

  29. Marketing Planning, Monitoring and Evaluation

  30. Aligning On and Offline Activity

  31. Encouraging Buy-In

  32. Uses, Channels and Opportunities

  33. A Strategic Framework

  34. A Seven Step Process

  35. Why Bother?

  36. Customer First

  37. The Right Tools For The Job

  38. Top Line Uses

  39. Governance and Training

  40. Listen, Engage, Analyse

  41. 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).

  42. COPE in Action

  43. Resourcing Issues

  44. And When It All Gets Too Much…

  45. The Future? What’s Next?

  46. And Finally… “However beautiful the strategy, you should occasionally look at the results.” Winston Churchill Thank you for listening.

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