Teesside university presentation

335
-1

Published on

Published in: Business, News & Politics
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
335
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
3
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Teesside university presentation

  1. 1. “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
  2. 2. 24/09/2010 Jason Yip | Vacancy: Marketing Manger The Critical Issues
  3. 3. 24/09/2010 Jason Yip | Vacancy: Marketing Manger The Critical Issues Issues Negative Perceptions Ways to Tackle: Campaign Activity
  4. 4. 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
  5. 5. 24/09/2010 Jason Yip | Vacancy: Marketing Manger My Approach Destination Image Campaign
  6. 6. 24/09/2010 Jason Yip | Vacancy: Marketing Manger My Approach Destination Image Campaign
  7. 7. 24/09/2010 Jason Yip | Vacancy: Marketing Manger My Approach Destination Image Campaign
  8. 8. 24/09/2010 Jason Yip | Vacancy: Marketing Manger My Approach Destination Image Campaign
  9. 9. 24/09/2010 Jason Yip | Vacancy: Marketing Manger The Critical Issues Issues Negative Perceptions Lack of Awareness Ways to Tackle: Campaign Activity Market Research
  10. 10. 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’
  11. 11. 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
  12. 12. 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
  13. 13. 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
  14. 14. 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
  15. 15. 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
  16. 16. 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
  17. 17. 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
  18. 18. 24/09/2010 Jason Yip | Vacancy: Marketing Manger My Approach Ambassador Campaign “Studying at Teesside University was the Stepping stone in my career”
  19. 19. 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
  20. 20. 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
  21. 21. 24/09/2010 Jason Yip | Vacancy: Marketing Manger QuestionsThank You - Questions
  22. 22. 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
  23. 23. 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’
  24. 24. 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
  25. 25. 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
  26. 26. 24/09/2010 Jason Yip | Vacancy: Marketing Manger Tackling These Issues In Detail
  27. 27. 24/09/2010 Jason Yip | Vacancy: Marketing Manger Example Marketing Campaigns
  28. 28. 24/09/2010 Jason Yip | Vacancy: Marketing Manger Delivery / Tactics
  29. 29. 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
  30. 30. 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
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×