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From CUBS to Cass: Building a Business School Brand. Agenda. Context The Impetus for Change The first 6 months Where we are now Highlight areas The Team and Structure Media Relations Corporate Communications Service Employee Communications Q and A. Context.

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Presentation Transcript
agenda
Agenda
  • Context
  • The Impetus for Change
  • The first 6 months
  • Where we are now
  • Highlight areas
  • The Team and Structure
      • Media Relations
      • Corporate Communications Service
      • Employee Communications
  • Q and A
context
Context
  • Rebrand activity a good start - awareness of School and new name still weak
  • Programme marketing and recruitment strong – synergies lacking
  • Corporate collateral, merchandise, brand messaging, elevator pitch etc. old, competitive or non-existent
  • No tracking of media success or proactive press outreach - responding to 2% of press enquiries, limited spokespeople
  • No coherent events programme
context continued
Context continued …
  • No employee communications programme
  • No content plan for web
  • Greater opportunities for partnerships / alliances with third parties
  • Weak visual identity and tensions with central services
  • Marketing and Communications simply not on the corporate agenda
the impetus for change
The impetus for change
  • New Dean and Senior Management Team – restructures begun
  • Increasingly competitive market
  • Increasingly stiff University targets
  • New name and lack of differentiation impacting recruitment
  • The new building
  • Refocus on marketing and communications
broad objectives
Broad Objectives
  • Position Cass Business School as a world-class business school in all communications - external and internal
  • Increase awareness of Cass Business School amongst stakeholder groups
  • Improve internal communications within the School
quick wins first 6 months
Quick wins – first 6 months
  • Team restructure – the right people
  • Formation of ‘VMG’
  • Events programme put in place
  • Queen’s visit as springboard for employee communications
  • Brand work begun
  • News on the web
  • Proactive press outreach begun – media training
  • Budget secured for next FY
  • Good communication and partnership with central University
  • Board level support
2 years on
2 years on …
  • Board level prioritisation
  • The Best of Both Worlds
  • Huge media success
  • 150 events per year
  • Collateral and merchandise in place
  • Co-ordinated activity across programmes
  • Employee communications plan in place
  • Web site overhauled
  • Visual identity debate begun
  • Cradle to grave marketing begun
so how did we do it
So how did we do it?
  • For today’s presentation focus on:
  • The Team
  • Media Relations
  • Corporate Communications Service
  • Employee communications
the team
The Team
  • The right people
  • Best of both worlds
  • VMG
  • Shared resource, knowledge, planning
  • Drive school-wide projects
  • Diverse backgrounds
  • A service and customer-led culture
  • Board level representation
structure
Structure

MSc Marketing

Manager

MBA Marketing

Manager

Undergraduate Marketing

Manager

media relations
Media relations
  • Dedicated press office function and measurement
  • Business education and research
  • Thought leadership themes
  • PR Heroes – a service to academics
  • Training and internal recognition
  • External visibility metric in appraisal
  • Domestic then international
  • Beyond the FT
corporate communications a service
Corporate Communications – a service
  • Understanding of academic pressures
  • Flier and brochure production
  • Web content
  • Direct mail support
  • Event logistics and speakers
  • Sponsorship
  • Internal communications
  • Leg-work, leg-work, leg-work
employee communications
Employee communications
  • ESSENTIAL
  • Shared ownership
  • Watch your language
  • IiP (June 2004)
  • MORI (December 2004)
  • If it ain’t broke …
  • … and something new
  • Feedback loop
  • Wider University important
what s next
What’s next?
  • Proactive international media relations
  • Genuine cradle to grave marketing
  • Clearer brand definition – corporate and programmes
  • The Battle for Visual Identity
  • The Customer Experience
  • MEASUREMENT
  • Survival of the Fittest