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THRIVE The digital campaign that changed everything Presented at CASE Europe 2012 Louise Casella, Cardiff University’s Dir...
It’s 2011 and the question is:How do you market to this?
The landscape, audience,proposition – everything hadchanged.
Cardiff University had to changeits strategy and fast, or riskthe greatest losses.
Strategy without tactics isthe slowest route to victory.Tactics without strategy isthe noise before defeat.       Sun Tzu,...
The MissionThe ClimateThe GroundThe LeadershipThe Method
The MissionThe ClimateThe GroundThe LeadershipThe Method
The Mission:Who is your targetand what is yourobjective?
The MissionThe ClimateThe GroundThe LeadershipThe Method
The Climate:What’s the competitivelandscape? What’s thebehaviour of thetarget users?
The MissionThe ClimateThe GroundThe LeadershipThe Method
The Ground:Is the territory familiar?Is it familiar to thecompetition?
The MissionThe ClimateThe GroundThe LeadershipThe Method
The Leadership:How will it be managed?Who will plan andcarry out actions?
The MissionThe ClimateThe GroundThe LeadershipThe Method
The Method:What tactics will beused and why?How will you handlethe response?
The Method:Which tactics will be used?How will they be plannedand implemented?
The Method:Which tactics will be used?How will they be plannedand implemented?
The Method:Which tactics will be used?How will they be plannedand implemented?
The Method:Which tactics will be used?How will they be plannedand implemented?
It’s 2012 and the question is:Did it work?
UK-wide press coverageand celebrity endorsement.
Over 1200 subscribers activelyengaged on Facebook.
UK application decline: 7 per centCardiff University: 4 per cent(despite predictions we’d be hitharder than any other inst...
THRIVE is now the permanentUG recruitment brand (and theSchools are all on-board!)
The Method:Which tactics will be used?How will they be plannedand implemented?
The Method:Which tactics will be used?How will they be plannedand implemented?
Thank you for listening Find us at Exhibition HallStand 22
Precedent at CASE 2012
Precedent at CASE 2012
Precedent at CASE 2012
Precedent at CASE 2012
Precedent at CASE 2012
Precedent at CASE 2012
Precedent at CASE 2012
Precedent at CASE 2012
Precedent at CASE 2012
Precedent at CASE 2012
Precedent at CASE 2012
Precedent at CASE 2012
Precedent at CASE 2012
Precedent at CASE 2012
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Precedent at CASE 2012

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  • Both: Intro relationship to project and role within organisation
  • Lindz
  • Lindz: The sector in a panic about the reaction to tuition hikes
  • Lindz: Students mistrustful of unis, worried about future, etc
  • Louise: Tuition and policy landscape
  • Louise: Reasons why Cardiff stood to lose most
  • Lindz: Intro art of war
  • Lindz: The 5 elements
  • Louise
  • Louise: Campaign objective
  • Louise: Top students from top schools
  • Louise: Also top students from outside the top schools (e.g. widening access)
  • Lindz
  • Lindz: Overall scene and timing of the campaign
  • Lindz:Anger, fears and reactions within the sector (e.g. English unis marketing in Wales)
  • Lindz: Couldn’t present a marketing message
  • Lindz: But that’s what the university had
  • Lindz: what real students look like
  • Lindz: prospective students trusting their peers more than marketers
  • Louise
  • Louise: Traditional marketing at Cardiff and the need to go digital
  • Louise: Open days, prospectuses, and each academic school doing their own thing
  • Louise: Restrictive web presence, traditional brand
  • Lindz
  • Lindz: Cardiff Uni know its audiences and have the resources, Precedent know the sector and the technology
  • Lindz: Started with a concept ‘bait for smart people’
  • Lindz: And grew into action plans for social media, the web, print, email, and events
  • Louise and Lindz
  • Lindz: Both teams heavily involved and engaged with one another. Phone calls, team meetings, and ideas being developed back and forth.
  • Louise: Student created content and the freedom of having it on a microsite
  • Lindz: The hook, to get them to look at the great content
  • Lindz: The insiders to facilitate the competition but also create that sense of having an older brother or sister already at cardiff
  • Louise: How youtube was used to select finalists and the academic rigour of the competition
  • Louise: The delight of seeing ‘cardiff-type personalities’ shining through the videos and levels of creativity
  • Lindz
  • Louise:
  • Lindz:
  • Louise: effect on applications but also the general boost to awareness etc
  • Louise: Internal buy-in and understanding of THRIVE and what it’s meant to achieve (e.g. we can’t pretend to be 17)
  • Louise: Moments from open day
  • Lindz: And what happens when you do something meaningful with social media integration
  • Lindz
  • Transcript of "Precedent at CASE 2012 "

    1. 1. THRIVE The digital campaign that changed everything Presented at CASE Europe 2012 Louise Casella, Cardiff University’s Director of Strategic Development Lindsay Herbert, Precedent’s Head of Digital MarketingDigital Finance Forum 2011
    2. 2. It’s 2011 and the question is:How do you market to this?
    3. 3. The landscape, audience,proposition – everything hadchanged.
    4. 4. Cardiff University had to changeits strategy and fast, or riskthe greatest losses.
    5. 5. Strategy without tactics isthe slowest route to victory.Tactics without strategy isthe noise before defeat. Sun Tzu, Art of War
    6. 6. The MissionThe ClimateThe GroundThe LeadershipThe Method
    7. 7. The MissionThe ClimateThe GroundThe LeadershipThe Method
    8. 8. The Mission:Who is your targetand what is yourobjective?
    9. 9. The MissionThe ClimateThe GroundThe LeadershipThe Method
    10. 10. The Climate:What’s the competitivelandscape? What’s thebehaviour of thetarget users?
    11. 11. The MissionThe ClimateThe GroundThe LeadershipThe Method
    12. 12. The Ground:Is the territory familiar?Is it familiar to thecompetition?
    13. 13. The MissionThe ClimateThe GroundThe LeadershipThe Method
    14. 14. The Leadership:How will it be managed?Who will plan andcarry out actions?
    15. 15. The MissionThe ClimateThe GroundThe LeadershipThe Method
    16. 16. The Method:What tactics will beused and why?How will you handlethe response?
    17. 17. The Method:Which tactics will be used?How will they be plannedand implemented?
    18. 18. The Method:Which tactics will be used?How will they be plannedand implemented?
    19. 19. The Method:Which tactics will be used?How will they be plannedand implemented?
    20. 20. The Method:Which tactics will be used?How will they be plannedand implemented?
    21. 21. It’s 2012 and the question is:Did it work?
    22. 22. UK-wide press coverageand celebrity endorsement.
    23. 23. Over 1200 subscribers activelyengaged on Facebook.
    24. 24. UK application decline: 7 per centCardiff University: 4 per cent(despite predictions we’d be hitharder than any other institute)
    25. 25. THRIVE is now the permanentUG recruitment brand (and theSchools are all on-board!)
    26. 26. The Method:Which tactics will be used?How will they be plannedand implemented?
    27. 27. The Method:Which tactics will be used?How will they be plannedand implemented?
    28. 28. Thank you for listening Find us at Exhibition HallStand 22
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