Maggie Leggett Director of Communications and Marketing ...€¦ · • A brand narrative: a clear,...
Transcript of Maggie Leggett Director of Communications and Marketing ...€¦ · • A brand narrative: a clear,...
Maggie LeggettDirector of Communications and Marketing
Queen Mary University of London
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Starting from zeroMaggie Leggett
Director of Marketing and Communications
Turning the best kept secret in the Russell Group into a household name
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Queen Mary
Excellent research and teaching
Very diverse student
body: more than 5
applicants per place
Locally engaged
and embedded: Gold Watermark for Public
Engagement
Our research profile
REF 2014 for quality of research Rank University
% 3*/4* outputs
1 Imperial 86.59
2 LSE 83.68
3 Warwick 83.66
4 Cambridge 83.31
5 QMUL 83.15
6 Cardiff 83.10
7 Oxford 83.01
8 Bath 81.95
9 Sheffield 80.22
10 Southampton 80.14
11 King’s 79.99
Student demographics
Circa 25,000 students; (162 nationalities; 9% EU; 35% overseas); 4000 Transnational Education.
19,000 undergrads• 90% state school • 60% BAME• 55% Widening
participation• 50% local• 42% first in family
into Higher Education
• 27% household income less than £10k.
However…
That Catholic
college in
Twickenham?
A hospital in
Paddington?
WHO?? Would you like
to be
nominated for
an unsung
hero award?
Houston, we have a problem
Why….
Our history. Can’t decide when we were founded or what we are called
Mergers and acquisitions –and a very angry daughter
Barts
(and the London
School of Medicine
and Dentistry)
Queen
Mary
Westfield
College
No burning platform, no investment, very devolved structures
(though possibly our toes are getting singed)
What to do? A three-pronged approach
• A brand narrative:
a clear, consistent story
• Demonstrate success;
change the discourse
• Step into the leadership void
and raise the bar for the team
At Queen Mary
University of London,
we believe that a
diversity of ideas
helps us achieve
the previously
unthinkable.
Throughout our history, we’ve fostered social justice
and improved lives through academic excellence. And
we continue to live and breathe this spirit today, not
because it’s simply ‘the right thing to do’ but for what it
helps us achieve and the intellectual brilliance it
delivers.
We continue to embrace diversity of thought and
opinion in everything we do, in the belief that when
views collide, disciplines interact, and perspectives
intersect, truly original thought takes form.
Introduction to Queen Mary
Take homes• In a university like mine, it’s all
about relationships
• The basics matter: data matters, evidence matters, rigour matters
• Above all, people matter
• Senior management can be like magpies
• Use the toys – sparingly
• Admit failure and talk about success.. and keep talking