Reaching new global audiences — Nottingham’s World Expo Showcase
The Nottingham Context <ul><li>40,829 students in the UK, Malaysia and China </li></ul><ul><li>- 32,999 (Nottingham) </li>...
The University of Nottingham in Malaysia Founded in 2000 and ranked amongst the country’s elite
The University of Nottingham Ningbo First foreign university to establish a full university campus in China (in 2005)
Our marcomms toolkit  is global
Media relations
Digital trends and statistics  by country UK USA Brazil China India Malaysia Singapore Internet penetration 82.5 % 76.3 % ...
Shanghai Expo
About the campaign
Aims <ul><li>Develop international partnerships and connectivity </li></ul><ul><li>Raise awareness </li></ul><ul><li>Deliv...
Objectives <ul><li>Business engagement targets </li></ul><ul><li>Student recruitment targets </li></ul><ul><li>Brand/profi...
Research
Target audiences
Channels <ul><li>Events </li></ul><ul><li>Dual-language printed collateral  </li></ul><ul><li>Branded merchandise (URL) </...
Press releases
Collateral
Challenges
Internal communications <ul><li>Exchange magazine </li></ul><ul><li>Staff/student portal news </li></ul><ul><li>Message of...
Outcomes <ul><li>+ 62% on event delegates </li></ul><ul><li>1,000+ new global contacts </li></ul><ul><li>200+ business enq...
Outcomes <ul><li>1,000 VIP visitors </li></ul><ul><li>PG applications to UNNC up 20% </li></ul><ul><li>Brand awareness — a...
Lessons
Thank you for listening emma.leech@ nottingham.ac.uk
Upcoming SlideShare
Loading in …5
×

Reaching new global audiences - Nottingham's World Expo showcase: Emma Leech, Director of Communications and Marketing, University of Nottingham

517 views

Published on

PR, events and stakeholder relations project with global impact, The University of Nottingham's Shanghai Expo project set new benchmarks in international communications and generated unprecedented ROI for the University. The campaign won Gold at the 2011 Heist Awards for Best Business / Community Engagement Campaign.

Published in: Education, Spiritual
  • Be the first to comment

  • Be the first to like this

Reaching new global audiences - Nottingham's World Expo showcase: Emma Leech, Director of Communications and Marketing, University of Nottingham

  1. 1. Reaching new global audiences — Nottingham’s World Expo Showcase
  2. 2. The Nottingham Context <ul><li>40,829 students in the UK, Malaysia and China </li></ul><ul><li>- 32,999 (Nottingham) </li></ul><ul><li>- 3,399 (Malaysia) </li></ul><ul><li>- 4,431 (China) </li></ul>150 countries represented on campus in Nottingham
  3. 3. The University of Nottingham in Malaysia Founded in 2000 and ranked amongst the country’s elite
  4. 4. The University of Nottingham Ningbo First foreign university to establish a full university campus in China (in 2005)
  5. 5. Our marcomms toolkit is global
  6. 6. Media relations
  7. 7. Digital trends and statistics by country UK USA Brazil China India Malaysia Singapore Internet penetration 82.5 % 76.3 % 37.8 % 31.6 % 6.9 % 64.6 % 77.8 % Average time online per week 22 hours 21 hours 16 hours 23 hours 10 hours 20 hours 23 hours % of people using internet for… Email Computer Mobile device 86 % 52 % 87 % 66 % 78 % 51 % 67 % 33 % 39 % 45 % 86 % 36 % 85 % 57 % Social networking Computer Mobile device 51 % 46 % 50 % 44 % 55 % 39 % 52 % 39 % 27 % 36 % 69 % 36 % 56 % 48 % Knowledge/education Computer Mobile device 34 % 20 % 34 % 24 % 46 % 30 % 49 % 25 % 22 % 31 % 54 % 21 % 45 % 30 % Planning and organising Computer Mobile device 20 % 20 % 18 % 26 % 21 % 21 % 22 % 20 % 10 % 14 % 21 % 17 % 26 % 27 % Average number of ‘friends’ 164 178 231 67 72 233 183 Most ‘important’ activities (SNS = social networking) (K&P = knowledge & planning) Email (47%) SNS (24%) Admin (7%) Email (53%) SNS (17%) Admin (9%) Email (59%) SNS (17%) K&P (10%) SNS (28%) Email (19%) Interests (13%) Email (48%) SNS (36%) K&P (13%) Email (49%) SNS (24%) Admin (6%) Email (54%) SNS (21%) Interests (6%) Most popular SNS Facebook Facebook Orkut RenRen Orkut Facebook Facebook
  8. 8. Shanghai Expo
  9. 9. About the campaign
  10. 10. Aims <ul><li>Develop international partnerships and connectivity </li></ul><ul><li>Raise awareness </li></ul><ul><li>Deliver recognition (University and region) </li></ul><ul><li>Increase international student recruitment </li></ul>
  11. 11. Objectives <ul><li>Business engagement targets </li></ul><ul><li>Student recruitment targets </li></ul><ul><li>Brand/profile raising </li></ul><ul><li>Alumni and development links </li></ul>
  12. 12. Research
  13. 13. Target audiences
  14. 14. Channels <ul><li>Events </li></ul><ul><li>Dual-language printed collateral </li></ul><ul><li>Branded merchandise (URL) </li></ul><ul><li>Systematic PR </li></ul>
  15. 15. Press releases
  16. 16. Collateral
  17. 17. Challenges
  18. 18. Internal communications <ul><li>Exchange magazine </li></ul><ul><li>Staff/student portal news </li></ul><ul><li>Message of the day </li></ul><ul><li>Social media </li></ul><ul><li>Student e-newsletter </li></ul><ul><li>NSS – key focus for students </li></ul><ul><li>From students to alumni </li></ul>
  19. 19. Outcomes <ul><li>+ 62% on event delegates </li></ul><ul><li>1,000+ new global contacts </li></ul><ul><li>200+ business enquiries </li></ul><ul><li>+ 400% on target visitor numbers </li></ul>
  20. 20. Outcomes <ul><li>1,000 VIP visitors </li></ul><ul><li>PG applications to UNNC up 20% </li></ul><ul><li>Brand awareness — at 40m reach via PR </li></ul>
  21. 21. Lessons
  22. 22. Thank you for listening emma.leech@ nottingham.ac.uk

×