Marketing Strategy

SMSU Marketing and Communications

Strategy 2015-2018

Introduction

St Mary’s Students’ Union (SMSU) is an independent not for profit organisation (Charity no:

1150328) run by students, for students. SMSU provides representation for St Mary’s

University students on a university-wide, local, regional and national level. SMSU also

provides recreational and developmental activities for students, such as Sports Clubs and

Societies, and coordinates all of the major events on campus throughout the academic year.

In addition to this, SMSU provides services to students, such as advice and support, booking

out of SU space, and the SU Shop.

As part of the Students’ Union’s Strategic Plan 2013-2018, SMSU is committed to

developing a Marketing and Communications Strategy that complements its strategic aims

and objectives. SMSU communicates to a diverse audience via many channels, and getting

key messages right, both to and with the audience – our members - is vital if we are to

achieve the strategic aims.

Operating within an ever changing and increasingly challenging environment, an effective

and sustainable approach to Students’ Union marketing and communications is essential for

success. This strategy is fully aligned to the SMSU strategic priorities and paves the way for

marketing and communication in accordance with SMSU’s and St Mary’s University’s

strategic goals.

Context

In 2011-2012, SMSU employed 2 Media Interns to coordinate basic communications with a

small focus on the establishment of St Mary’s University Campus (SMUC) Radio. The

internships were for a very short fixed term and offered hardly any opportunity for developing

the marketing and communications function of the Students’ Union. In 2013, SMSU

introduced a full time position – the Marketing and Communication Coordinator - whose role

involves taking responsibility for coordinating day to day communications operations, and

implementing long term plans around the Students’ Union’s marketing and communications.

Since 2012 SMSU has evolved. No longer is the core business of the organisation

concerned solely with events and sport; the organisation has shifted focus towards

representation, development and the enhancement of the student experience. The first

SMSU Strategic Plan was implemented in August 2013 and offers an ambitious view of

where the organisation will be in 5 years’ time. One of the main aims of the SMSU Strategic

Plan is to develop marketing and communications to ensure that every student at St Mary’s

is involved in some way with SMSU.

A more robust training programme for Executive Officers has been introduced, allowing

officers to understand the greater impact that they could have on the university and beyond.

This has in turn introduced more campaigning and the need for further market research on

campus. The student representation system has been developed and as a result the number

of students involved in university committee representation, SU Council, the Programme

Representatives system and Elections has increased. There has also been a significant

increase in students contacting SMSU for advice, support and personal representation.

Through representative activity, SMSU is now seeing an increased need for student opinion

on all aspects of the student experience.

Whilst events such as the Summer Ball and Boat Party have always been known to sell out,

more effective targeted publicity and marketing messages have resulted in this happening in

record time. Freshers’ Week sales have risen gradually over the years, culminating in over

£41,000 being raised in 2014. The SMSU marketing function also now includes marketing

sales – income generation via external sponsorship and advertising.

Since becoming a charity in January 2013, a ‘customer service’ approach has been

introduced by SMSU, relying heavily on communications with students. SMSU has adopted

a new visual brand, new website platform (which has CRM capabilities) and a new policy on

the usage of social media.

Why do we need a strategy?

SMSU’s marketing and communications function is clearly having a positive effect; however

the organisation has now come to a point where it requires a more structured approach to

marketing and communications to ensure growth, increased engagement with members and

increase commercial (income) activity. A marketing and communications strategy will

ensure that SMSU can make positive steps towards achieving the aims of the SMSU

Strategic Plan 2013-18.

In order to realise what SMSU may be like in 2018, the SMSU Strategic Plan has identified

the following Strategic Aims:

1: To create effective student representational systems across campus

2: To support students throughout their student experience and beyond

3: To encourage and build a strong community on and off campus

4: To provide effective, open communications with students and increase marketing

opportunities

5: To be a professional organisation and to increase the number and quality of commercial

services to students

6: To develop a diverse range of student activities that enhance personal development,

skills, enterprise and the student experience

SMSU aims to make a positive impact on the lives of all students. In order to do this,

communications will need to reach out to the entire student body, and not rely on simply

reaching certain groups. SMSU needs to be mindful of the student demographic at St Mary’s

University and utilise a diverse range of marketing and communications tools and messages

in order to engage effectively with all students.

SMSU also needs to be able to tailor communications based on a student’s personal

interests, programme of study, school etc, and this should be an area for innovation and

focus in the future. Ensuring that students receive the most relevant information forms a

strong base for our marketing and communications.

SMSU’s Key Communication Messages

Values

Student-led :

SMSU is actively led by students, and student leadership at all levels is fundamental to the

purpose of the organisation.

Passionate:

SMSU gives 100% in everything that we do to ensure students get the best from their

student experience.

Inclusive:

SMSU strives to create an inclusive environment for our diverse student community.

Supportive:

SMSU will support students throughout their student experience whether it be via advice and

guidance, innovative ideas or student -ed activities.

Unique:

SMSU provides a totally unique experience for St Mary’s students that will help them to

prepare for their life experiences .

Vision

By 2018, St Mary’s will be a student-centred university and SMSU will make a positive

impact on the lives of every student by providing dynamic, member-led services which

deliver the best possible student experience of all the small universities.

Mission

To support, develop and represent students of St Mary’s University and to make their time

the best it can possibly be – a positive, self-defining era providing a firm foundation for the

rest of their professional and personal lives.

SMSU Key Communication Themes

1/ Not for profit - just for students.

SMSU is a charitable organisation and all of the income generated via grants, services,

memberships and advertising is recycled back into student representation, support and

activities.

2/SMSU is the main representative body for all students at St Mary’s University.

SMSU represents St Mary’s students at a university, local, regional and national level.

Students elect their main representatives to help make positive change within the university

and beyond.

3/ SMSU makes a positive difference to the St Mary’s University experience.

All students are affected by the difference that SMSU makes at St Mary’s University.

Whether students attend events, are members of sport clubs and societies, or experience

changes on academic programmes, every student should benefit from being a member of

the Students’ Union.

4/ SMSU provides diverse opportunities through activities.

Students can choose to get involved in a range of diverse activities including sports clubs

and societies, weekly entertainments, major events, SU Council and Executive Committee,

Programme Representatives, or personal development workshops.

5/ SMSU provides a fun, safe environment for all students at St Mary’s University.

It is important that SMSU contributes to a fun student experience which embraces equal

opportunities for all and is free from prejudice or hatred .

Marketing Mix

Communication methods available:

Press

Press release (to liaise with Marketing)

Radio (to liaise with Marketing)

Opinion Editorial (to liaise with Marketing)

Online

Website (both SU and University)

Intranet (including SIMMSpace and

Staffnet)

Blogs

Screensavers

E-newsletters

Videos

E-flyers

Emails

Text service (mobile phones)

Social networking sites

Print

Brochures/magazines

Posters (notice boards)

Leaflets

Newsletters

‘Samarian’ Simmarian?? Magazine

(Alumni)

Other

Staff Development sessions

Focus groups

Staff meetings/committees

Conferences

Workshops

Events/campaign

Plasma screens

Key Audiences

Primary Target Audiences:

Current students (including: 18-21 years, 21yrs+, International, onsite learners, distance learners)

Prospective students (including: 18-21 years, 21yrs+, International, onsite learners, distance learners)

Secondary Target Audience:

Parents, families and guardians

Staff (Schools and Departments)

Senior Management

Graduates and Alumni

External organisations

Colleagues from other HEI’s/SU’s

Media

Policy makers including, government departments

Marketing and Communications SWOT Analysis

Strengths New brand and visual identity

New, strong website with CRM function

Data on member participation

Strong relationship with university

Experience of Executive Committee (recent and current students)

University communication tools readily available for use by SU

Relationship with university marketing team

Small, community feel to the university which means word-of-mouth on SU activities spreads quickly

Good amount of advertising space on campus for internal and external events

Students are particularly active and engaged on social media

Annual communications plans in place

Robust overarching organisational strategic plan

Weaknesses Size of SMSU team - very small

One member of staff focused on marketing and communications function

Lack of previous strategy

Tight overall budget – unable to provide training to Marketing and Communications Coordinator that is required for continuous development

Difficult to capture everything that is happening at the university

Celebrating success

Difficulty in measuring/understanding engagement

Fully understanding the needs of different groups of students

Opportunities Location and reputation of the university – a platform for income generation via marketing sales

Increasing engagement year on year

Local press/local social media utilisation - to improve the image of the university in the local area

Radio station

Positive ‘product’– SU here to benefit all aspects of the student experience – students to buy into this

Commercial services development and growth

Threats Advances in technology

Large number of messages to communicate

Rapid growth in engagement with SU – can SMSU sustain its function with the resource it has?

Staff illness/absence/resignation

Social media comments/negative public perception

Marketing and Communications: Strategy Aims

1: To create effective student representational systems across campus

MCR1 – Publicise Executive Committee by means of a PR campaign throughout the

academic year

MCR2 – Raise the profile of Programme Representatives via a streamlined communications

plan.

MCR3 – Publicise SU ‘Big Wins’ to the university community.

MCR4 – Increase student involvement in influencing university decisions.

MCR5 – Increase engagement with democratic systems with students throughout the year –

not just at key times (such as elections).

SMSU will have succeeded when:

There is an increase in candidates standing for election.

There is an increase in Programme Representative engagement with the SU and we

can evidence the influence they have.

There is an increase in motions by students proposed at SU Council (at least 3 per

meeting).

2: To support students throughout their student experience and beyond

MCS1 – Improve communications about support (health, advice and guidance) across

campus and online

MCS2 – Research how students gain information about support, advice and guidance.

MCS3 – Support student-led campaigns.


There is an increase of 20% in student numbers contacting university support

services.

There is an increase of 15% in student numbers contacting the SU for advice and

guidance.

There is an increase in annual campaigns coordinated by the SU.

3: To encourage and build a strong community on and off campus

MCC1 – Make effective communications to build a more positive rapport with the local

community.

MCC2 – Create a fully engaged student community on and offline.

MCC3 – Perform market research into understanding the student demographic at St Mary’s.

MCC4 – Establish links with local businesses and organisations.


There is a 30% increase in students voting in the Elections.

There is an increase in students participating in clubs and societies to 1300.

SMSU can better define the student population at St Mary’s University.

There is an increase in local community collaborations on projects and events.

4: To provide effective, open communications with students and increase marketing

opportunities

MCM1 – Communicate more effectively about SU business to students and wider

community.

MCM2 – Source sponsorships for events and possible ‘blanket’ sponsorship for Clubs.

MCM3 – Improve and increase feedback mechanisms to students on and off campus.

MCM4 – Increase marketing sales potential and income generation.


SMSU reaches an annual income of £25k via media and advertising sales.

Elections turnout reaches 30% and an increase in feedback to the SU.

Every sports club has an income stream via external sponsorship.

5: To be a professional organisation and to increase the number and quality of

commercial services to students

MCP1 – Communicate to students about the services available via targeted marketing

campaigns.

MCP2 – Ensure open and transparent communications around SU processes.

MCP3 – Communicate the message that SMSU is a charity and what that may mean for our

members.

MCP4 – Conduct market research around students’ expectations of SMSU.


Shop and commercial sales increase by 25% by 2018.

Engagement in Elections increase to at least 30% in 2018.

There is an increase in engagement in democratic processes.

SMSU completes a report/audit about student expectations of SMSU.

Improved NSS satisfaction score (question 23).

6: To develop a diverse range of student activities that enhance personal

development, skills, enterprise and the student experience

MCA1 – Better communicate SMSU activities to a diverse student audience, via a diverse

range of communications tools.

MCA2 – Conduct market research around the type of activities students want to be involved

in at St Mary’s.

MCA3 – Communicate and promote how students can create new activities for the St Mary’s

community.

MCA4 – Build partnerships with university departments to aid student development and

communicate the importance of engagement in extra-curricular activity.

MCA5 – Showcase the uniqueness of the St Mary’s student experience.


1300 students are engaged in sports and societies.

All club and society presidents (at least) engaging in a qualification or accreditation

related to extra-curricular activity.

SMSU has created a report/audit capturing all of the activities that students are

engaging with across campus.

SMSU has evidence from research about why students choose, stay at, and come

back to St Mary’s.

Appendix i – Costing

Aim 1: To create effective student representational systems across campus

Objective Action Plan Costs

MCR1 – Publicise Executive Committee by means of a PR campaign throughout the academic year

Publicity materials printed

Electronic info on Plasma screens, website and SIMMSpace

Social media campaign

‘Meet your Exec’ days

£150 per year for printing and materials

MCR2 – Raise the profile of Programme Representatives via a streamlined communications plan.

Website info and tools

Emails throughout year

Recruitment campaign at beginning of the year

Develop social media interaction

£100 per year for printing and materials

MCR3 – Publicise SU ‘Big Wins’ to the university community.

Publicity materials printed

Electronic info on Plasma screens, website and SIMMSpace

Social media campaign

£100 per year for printing

MCR4 – Increase student involvement in influencing university decisions.

Social media awareness campaign about what changes have made due to student representation.

Website development evidencing influence

£0 per year (electronic)

MCR5 – Increase engagement with democratic systems with students throughout the year – not just at key times (such as elections).

Utilise website CRM capabilities using targeted mailing and polling

Feed in ‘Big Wins’ campaign online

More effective advertisement of SU Council via electronic resources


Aim 2: To support students throughout their student experience and beyond


MCS1 – Improve communications about support (health, advice and guidance) across campus and online

Develop SU website to provide more online info and effective signposting

Work with University Marketing, Student Services and Medical Centre to improve communications on campus


MCS2 – Research how students gain information about support, advice and guidance.

Online polling and targeting emailing

Focus groups

£100 for focus groups (year 2)

MCS3 – Support student-led Campaign materials created for £200 for

campaigns.

national and local campaigns

Electronic and social media communications

printing and materials (per year)

Aim 3: To encourage and build a strong community on and off campus


MCC1 – Make effective communications to build a more positive rapport with the local community.

Contribute to the SHRA newsletter

Attend ward meetings

Target local social media sites with good news stories

£0 (electronic)

MCC2 – Create a fully engaged student community on and offline.

Develop the SMSU website for info about how to get involved on and off campus

Hold live chats online with the Sabbatical Team

Hold elections online

£0 (electronic)

MCC3 – Perform market research into understanding the student demographic at St Mary’s.

Online polling and targeting emailing

Focus groups

Training for staff on market research

£100 for focus groups One off cost for training TBC

MCC4 – Establish links with local businesses and organisations.

Mail outs to local businesses once per term

Engage in social media activity with the local community

Sabbatical Officers and GM attend business networking sessions within Richmond

£150 for printing per year

Aim 4: To provide effective, open communications with students and increase

marketing opportunities


MCM1 – Communicate more effectively about SU business to students and wider community.

Promote SU ‘Big Wins’ to the St Mary’s community

Sabbatical Officers and GM attend business networking sessions within Richmond

Engage in social media activity with the local community

Contribute to the SHRA newsletter

Utilise social media and SIMMSpace

£100 (see MCR3)

MCM2 – Source sponsorships for events and possible ‘blanket’ sponsorship for Clubs.

Build links with local businesses

Mail outs to local businesses

Utilise existing contacts

£150 (see MCC4)

MCM3 – Improve and Utilise capabilities of website £100 per year

increase feedback mechanisms to students on and off campus.

platform for online polling and feedback

Take the SU out onto campus creating feedback days using stalls and interactive ways to gain feedback

Utilise social media by creating live chats with the Sabbatical Officers

for materials

MCM4 – Increase marketing sales potential and income generation.

Audit what SMSU can offer businesses in terms of advertising and sponsorship opportunities

Create links and relationships with local businesses

£TBC

Aim 5: To be a professional organisation and to increase the number and quality of

commercial services to students


MCP1 – Communicate to students about the services available via targeted marketing campaigns.

Utilise the SMSU website CRM system to its full potential

Targeted emails to different groups of students

Online shop marketing campaign

Training for staff via NUS

£0 (electronic) One off cost for training TBC

MCP2 – Ensure open and transparent communications around SU processes.

Minutes of all meetings available online

SU Council agenda available online before meetings

Continue dialogue about SU Council meetings online (social media)

£0 (electronic)

MCP3 – Communicate the message that SMSU is a charity and what that may mean for our members.

Minutes of all meetings available online

Clear info on website

SORP available on website

£0 (electronic)

MCP4 – Conduct market research around students’ expectations of SMSU.

‘Have your say’ campaign about what students think with one question per month

‘Have your say’ stall to engage students once per month

‘Have your say’ publicity on campus

£100 per year for printing

Aim 6: To develop a diverse range of student activities that enhance personal

development, skills, enterprise and the student experience

Objective Action Plan Cost

MCA1 – Better Audit communication tools that £0

communicate SMSU activities to a diverse student audience, via a diverse range of communications tools.

can be utilised by SMSU

Utilise full potential of website including targeted mailing

Do GOATTS to gain feedback using survey on tablets/devices

(electronic)

MCA2 – Conduct market research around the type of activities students want to be involved in at St Mary’s.


Do GOATTS to gain feedback using survey on tablets/devices

£0 (electronic)

MCA3 – Communicate and promote how students can create new activities for the St Mary’s community.


Publicity campaign about what SMSU can do for you

Stall once per month by Sabbatical Team

£100 per year for printing (see MCP4)

MCA4 – Build partnerships with university departments to aid student development and communicate the importance of engagement in extra-curricular activity.

Create and/or attend departmental meetings

Engage with and create more opportunities with Careers and Centre for Workplace Learning

Monthly editorials in the Staff Newsletter about SMSU developments

£50 per year for networking/hospitality

MCA5 – Showcase the uniqueness of the St Mary’s student experience.

Clubs and Societies present at Open and Visit Days

Students involved in opportunities for coaching and participation across the Richmond Borough

Utilise media opportunities across campus, with SHRA and Richmond Borough social media

£150 for networking and hospitality

Document Record

Document title: SMSU Marketing and Communications Strategy

Version 1

Department responsible Students’ Union

Authors Marketing and Communications Coordinator/SU General

Manager

Document date January 2015

Date last amended

Effective from 1 August 2015

Review date 31 July 2018

Impact Assessment Date January 2015

History (where discussed /

who circulated to /

committees considered

Executive Committee: 06 February 2015

Student Experience Committee: 10 February 2015

Trustee Board: 26 March 2015

SMSU AGM: 22 April 2015

Marketing Strategy

Documents

Transcript of Marketing Strategy