10 Things I Wish I'd Known Earlier (In My Career)
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This document outlines 10 things the author wishes they knew earlier in their career. It begins by listing the marketing-related roles and departments at the university where the author works. It then shares exaggerated "stories" about digital marketing experiences at different universities. Some key lessons outlined include understanding the politics and culture of one's institution, recognizing there is more to marketing than just digital efforts, and focusing on emotion over just facts when communicating with students. The document advocates evolving services over time, focusing on areas proven successful, and not being too idealistic. It closes by emphasizing learning from others and having courage despite fear.
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10 Things I Wish I'd Known Earlier (In My Career)
- 1. 10 THINGS I WISH I’D KNOWN EARLIER (IN MY CAREER) Alison Kerwin, Director of Marketing University of York
- 4. MARKETING CONTENT BRAND RECRUITMENT RESEARCH INTERNAL COMMS ACADEMIC DEPARTME DIGITAL SOCIAL PRINT
- 6. (WARNING: SOME STORIES HAVE BEEN EXAGGERATED TO MAKE THEM SOUND BETTER) 1-5 THE (DIGITAL) MARKETING STORIES
- 7. THERE IS NO MAGIC FORMULA
- 8. ONCE UPON A TIME AT EDGE HILL...
- 9. There is this amazing thing called Web 2.0… “
- 11. What do you need?“
- 12. ONCE UPON A TIME IN BATH...
- 13. Look. Everyone else is looking at Web 2.0… “
- 16. Did you know our 6th most accessed page is our 404? “
- 18. Let’s put a committee together... “
- 19. ONCE UPON A TIME IN YORK...
- 20. Did you know our 10th most accessed page is our 404? Everyone else is... “
- 23. IT’S ALL POLITICALSO KNOW THE POLITICS AND YOUR INSTITUTION
- 24. Remember when we changed the how to apply page? +26%increase in unique pageviews (25,381 vs 20,215) +78% increase in entrances (4,470 vs 2,505) -9% decrease in bounce rate (42% vs 51%)
- 25. THERE IS A WORLD BEYON DIGITAL
- 27. IT’S GOOD TO HAVE IDEALSBUT DON’T BE IDEALIST
- 28. YEAR ONE – EVOLUTION ▪ Service delivery to every dept. ▪ Building a best in class team ▪ Evaluating current effectiveness ▪ Delivering improvement to existing marketing tools ▪ Creating prototypes to test potential innovative routes YEAR THREE – TRANSFORMATI ON ▪ Creating new approach to marketing services at York ▪ Increasing spend on areas proven to be successful, reducing on those less effective ▪ Providing evidence for role played by marketing services YEAR TWO – INVENTION ▪ Continuing to provide support for depts. ▪ Rolling out new marketing innovations with key depts. ▪ Demonstrating effectiveness of new activities
- 29. Search courses
- 33. WHAT DOES BEING A STUDENT AT UNIVERSITY OF [ ______ ] SAY ABOUT ME?
- 34. 6-10 THE ‘IT’S ALL ABOUT ME’ STORIES (WARNING: SOME NAMES HAVE BEEN CHANGED TO PROTECT THE INNOCENT)
- 36. IT’S REALLY OK NOT TO BE OK
- 42. DON’T BE TOO PIG-HEADED TO LEARNFROM OTHERS
- 43. FEEL THE FEAR AN DO IT ANYWA
- 44. THANK YOU HAVE A GREAT WORKSHOP!
Editor's Notes
- Alison Kerwin heads up the Marketing function at the University of York and has responsibility for brand, marketing and internal communications. Prior to York she was the Head of Digital at the University of Bath and before that Edge Hill University. Reflecting on her career and roles at three very different institutions Alison will share the knocks and triumphs, both personal and professional, that she has experienced along the way. She’ll also explain how York are trying to break apart digital silos to build a fully integrated marketing team with digital principles at its core.
- Alison Kerwin heads up the Marketing function at the University of York and has responsibility for brand, marketing and internal communications. Prior to York she was the Head of Digital at the University of Bath and before that Edge Hill University. Reflecting on her career and roles at three very different institutions Alison will share the knocks and triumphs, both personal and professional, that she has experienced along the way. She’ll also explain how York are trying to break apart digital silos to build a fully integrated marketing team with digital principles at its core.
- Example’s from Edge Hill, Bath and York to get investment
- I was going into the Board with the web at the centre of my universe without realising that before me someone is going in with a bid for a building, and after something for mental health. Edge Hill was very much a recruiting university, it could seize an opportunity. Bath was very planning focused. Conscious of the changes tuition fees would bring. A sense of urgency that we need to be more. York had been through significant expansion and lots of areas required additional investment as a consequence. Different organisations with different needs.
- Do some good stuff and report on it. AT EVERY OPPORTUNITY.
- York has given me (us) the opportunity to really join things up and think about all the messages people get at all the various touchpoints.
- You are forced to iterate with print. But we don’t always iterate
- You are forced to iterate with print. But we don’t always iterate
- Molton Brown. How BK feels when he settles himself into a Real Ale pub. We talk about user behaviour but we should also think about emotional behaviour. What are they feeling. What are they hoping for? How can we make them feel something?
- Alison Kerwin heads up the Marketing function at the University of York and has responsibility for brand, marketing and internal communications. Prior to York she was the Head of Digital at the University of Bath and before that Edge Hill University. Reflecting on her career and roles at three very different institutions Alison will share the knocks and triumphs, both personal and professional, that she has experienced along the way. She’ll also explain how York are trying to break apart digital silos to build a fully integrated marketing team with digital principles at its core.
- Grew up being called quiet. Then shy. Became so conscious of being the quiet or shy one that it was like paralysis. Too afraid to speak. Blushing in meeting. Staff governor who didn’t speak! AT ALL. Good listen. Observe.
- PND STORY Sometimes everything collides. Sometimes for reasons unbeknownst to us it’s all too much. Why pretend we’re invincible. None of us are. Be real.
- John Cater.