Teesside university presentation

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“Teesside University needs to continually improve its position in the competitive HE marketplace. From a marketing perspective, identify the critical issues and outline your approach to this requirement.” Jason Yip 24/09/2010

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Transcript of Teesside university presentation

Page 1: Teesside university presentation

“Teesside University needs to continually improve its position in the competitive HE marketplace. From a marketing perspective, identify the critical issues and outline your approach to this requirement.”

Jason Yip 24/09/2010

Page 2: Teesside university presentation

24/09/2010 Jason Yip | Vacancy: Marketing Manger

The Critical Issues

Page 3: Teesside university presentation

24/09/2010 Jason Yip | Vacancy: Marketing Manger

The Critical Issues

Issues

Negative Perceptions

Ways to Tackle:

Campaign Activity

Page 4: Teesside university presentation

24/09/2010 Jason Yip | Vacancy: Marketing Manger

My Approach Destination Image Campaign

An image campaign aimed at challenging perceptions of Middlesbrough/Teesside University Campaign Synopsis

Challenges Destination Perceptions Partnering Opportunities

Tees Valley Unlimited Tees Valley Regeneration Tees Valley Tourism Tees Valley LEP

Can target a wide or specific audience depending on the image/message shown i.e. surfing for undergraduates Works across media channels – online and offline

Page 5: Teesside university presentation

24/09/2010 Jason Yip | Vacancy: Marketing Manger

My Approach Destination Image Campaign

Page 6: Teesside university presentation

24/09/2010 Jason Yip | Vacancy: Marketing Manger

My Approach Destination Image Campaign

Page 7: Teesside university presentation

24/09/2010 Jason Yip | Vacancy: Marketing Manger

My Approach Destination Image Campaign

Page 8: Teesside university presentation

24/09/2010 Jason Yip | Vacancy: Marketing Manger

My Approach Destination Image Campaign

Page 9: Teesside university presentation

24/09/2010 Jason Yip | Vacancy: Marketing Manger

The Critical Issues

Issues

Negative Perceptions

Lack of Awareness

Ways to Tackle:

Campaign Activity

Market Research

Page 10: Teesside university presentation

24/09/2010 Jason Yip | Vacancy: Marketing Manger

My Approach ‘Made By Teesside’ Campaign

A campaign that uses students to contribute to the advertising activity and marketing collateral:

Copy writing – Marketing Students Design & Artworking – Design Students Visualisation – 3D/Visualisation Students Media Buying – Business/Marketing Students Campaign Site – Web Dev Students Social Media – Student Led Crowd Sourcing – All Students

Campaign Synopsis Strong student focus Highlights

Career Opportunities Promotes Aspiration

Social Media Focus encourage participation Strong PR Angle Brave and dynamic ‘Made By Teesside’ can be applied to all marketing activity A Campaign Website/Section will profile the students involved in ‘Made By Teesside’

Page 11: Teesside university presentation

24/09/2010 Jason Yip | Vacancy: Marketing Manger

My Approach ‘Made By Teesside’ Campaign

Janet Brown

Visualisation

Student –

Designed this

Product

Design

Sarah Smith

Business

Student –

Sourced the

Manufacturer

Campaign identity +

Call to Action

Page 12: Teesside university presentation

24/09/2010 Jason Yip | Vacancy: Marketing Manger

My Approach ‘Made By Teesside’ Campaign

Janet Brown

Marketing

Student –

Wrote this

Copy

Tanya Rice

Design

Student –

Designed

this Poster

Page 13: Teesside university presentation

24/09/2010 Jason Yip | Vacancy: Marketing Manger

My Approach – Tackling the Issues Market Research / Strategy

Market Research Current Position Business Analysis Competitors Audience Decision Making Process

Maximise existing channels Existing students #27,954 Alumni Network University Enterprises

13 Strides

Key Partners / Affiliates Regional Schools, Colleges & 6th Forms UCAS

Where Advantageous Use University Enterprises & student skill base Assess ROI and refine collateral, channels and messages

Page 14: Teesside university presentation

24/09/2010 Jason Yip | Vacancy: Marketing Manger

The Critical Issues

Issues

Negative Perceptions

Lack of Awareness

Increasing Competition

Ways to Tackle:

Campaign Activity

Market Research

Effective Media Buying

Page 15: Teesside university presentation

24/09/2010 Jason Yip | Vacancy: Marketing Manger

My Approach – Tackling the Issues DELIVERY

Media Buying Target niche publications with relevant key messages and products (part-time courses)

Target online space where related discussions are occurring

LinkedIn

Professional Networks

Undergraduate Online Resources www.push.co.uk

www.thestudentroom.co.uk

Page 16: Teesside university presentation

24/09/2010 Jason Yip | Vacancy: Marketing Manger

The Critical Issues

Issues

Negative Perceptions

Lack of Awareness

Increasing Competition

Devaluing of Education

Ways to Tackle:

Campaign Activity

Market Research

Effective Media Buying

Using Ambassadors

Page 17: Teesside university presentation

24/09/2010 Jason Yip | Vacancy: Marketing Manger

My Approach Ambassador Campaign

Use high-profile ambassadors to highlight the key association with the University and promote positive experiences

opera singer Suzannah Clarke; Marek Reichman, Design Director for Aston Martin; Deborah Dyer (singer, Skin); Roger Shannon, Cannes award-winning film producer.

Campaign Synopsis Targeted Niche Advertising Highlights Career Progression Opportunities Enhances Image and Improves Perception Different ‘Teesside Stars’ would appeal to different market segments Online and Offline opportunities

Twitter Campaign

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24/09/2010 Jason Yip | Vacancy: Marketing Manger

My Approach Ambassador Campaign

“Studying at Teesside

University was the

Stepping stone in

my career”

Page 19: Teesside university presentation

24/09/2010 Jason Yip | Vacancy: Marketing Manger

The Critical Issues

Issues

Negative Perceptions

Lack of Awareness

Increasing Competition

Devaluing of Education

Political and Economic Factors

Ways to Tackle:

Image Campaign

Market Research

Effective Media Buying

Use Ambassadors

React to Change

Page 20: Teesside university presentation

24/09/2010 Jason Yip | Vacancy: Marketing Manger

My Approach Change Your Career CAMPAIGN

A campaign aimed at highlighting the opportunities for changing your career through HE at Teesside Campaign Synopsis

Use ‘interesting’ courses and job prospects to highlight new career opportunities

Games Level Designer Crime Scene Investigator

Economical Relevant (Jobs Cuts & Losses) Chorus Public Sector Cuts

Use of ‘quirky’ / ‘striking photography i.e Teesside Uni Crimelab / Crime scenes Opportunity for Viral Marketing Opportunities

Interactive Course Chooser

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24/09/2010 Jason Yip | Vacancy: Marketing Manger

Questions Thank You - Questions

Page 22: Teesside university presentation

24/09/2010 Jason Yip | Vacancy: Marketing Manger

My Approach – Tackling the Issues STRATEGY

Market Research Current Position Business Analysis Competitors Audience Decision Making Process

Maximise existing channels Existing students #27,954 Alumni Network University Enterprises

13 Strides

Key Partners / Affiliates Regional Schools, Colleges & 6th Forms UCAS

Assess ROI and refine collateral, channels and messages

Page 23: Teesside university presentation

24/09/2010 Jason Yip | Vacancy: Marketing Manger

My Approach ‘Made By Teesside’ Campaign

A campaign that uses students to contribute to the advertising activity and marketing collateral:

Copy writing – Marketing Students Design & Artworking – Design Students Visualisation – 3D/Visualisation Students Media Buying – Business/Marketing Students Campaign Site – Web Dev Students Social Media – Student Led Crowd Sourcing – All Students

Campaign Synopsis Strong student focus Highlights

Career Opportunities Promotes Aspiration

Social Media Focus encourage participation Strong PR Angle Brave and dynamic ‘Made By Teesside’ can be applied to all marketing activity A Campaign Website/Section will profile the students involved in ‘Made By Teesside’

Page 24: Teesside university presentation

24/09/2010 Jason Yip | Vacancy: Marketing Manger

My Approach ‘Made By Teesside’ Campaign

Janet Brown

Visualisation

Student –

Designed this

Product

Design

Sarah Smith

Business

Student –

Sourced the

Manufacturer

Campaign identity +

Call to Action

Page 25: Teesside university presentation

24/09/2010 Jason Yip | Vacancy: Marketing Manger

My Approach ‘Made By Teesside’ Campaign

Janet Brown

Marketing

Student –

Wrote this

Copy

Tanya Rice

Design

Student –

Designed

this Poster

Page 26: Teesside university presentation

24/09/2010 Jason Yip | Vacancy: Marketing Manger

Tackling These Issues In Detail

Page 27: Teesside university presentation

24/09/2010 Jason Yip | Vacancy: Marketing Manger

Example Marketing Campaigns

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24/09/2010 Jason Yip | Vacancy: Marketing Manger

Delivery / Tactics

Page 29: Teesside university presentation

24/09/2010 Jason Yip | Vacancy: Marketing Manger

My Approach – Tackling the Issues DELIVERY

E-Marketing / Online Activity Data capture opportunities and EDM activity Web/Online

Online Videos – annotate and hyperlink to more content Incorporate Social Bookmarking

Personalisation – IP detection on website Translation Personalised Content

Showcase outstanding student work Encourage student bogging and ‘Tweeting’ Get an Authorised Twitter Account Use Location Based Web Services

Gowalla FourSquare 24hr Campus Tours Tips for Alumni Encourage ‘Freshers’ to Explore Infuse the Universities Culture Beyond Campus

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24/09/2010 Jason Yip | Vacancy: Marketing Manger

My Approach – Tackling the Issues DELIVERY

Explore New Technologies Internet Explorer 9 Web applications Mobile Applications

Mobile Friendly Site iPhone App/ Online Widget

Maps Directory Courses Athletics Radio Videos Emergency Information Library Augmented Reality

iTunes University – distribution of course information Course Chooser Web Application Personalised Print / Print on Demand Teesside University Web Widget