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

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