Precedent at CASE 2012

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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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