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Organising your marketing


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Presentation from the National Union of Students' 2014 conference for managers and officers about how you can structure marketing and communications.

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Organising your marketing

  1. 1. Organising your marketing Jo Walters @jowalters #sucomms Communications Manager University of Sussex Students' Union
  2. 2. In which I will cover... Different models for structuring your marketing function Central control or delegated responsibility? Workflow tools & models Do you do everything or do people do things themselves? How much of a control freak are you? So. Much. Work.
  3. 3. Me. University of Sussex Students' Union. Communications Manager. Digital nerd. #sucomms evangelist. Control freak. 13,000ish students. Brighton. Campus cat. 4 of us doing communications
  4. 4. My straw poll... How much does your marketing team control the marketing output of your Union? 12 respondents Total None ActualIdeal
  5. 5. My straw poll... How much does your marketing team control the marketing output of your Union? 12 respondents 50% 33% 17% want more control are content want less control
  6. 6. My straw poll... Do other departments/projects in your Union have their own communications channels? 12 respondents None All of them ActualIdeal
  7. 7. My straw poll... Do other departments/projects in your Union have their own communications channels? 12 respondents 67% 33% 0% want more control are content want less control
  8. 8. Two structures: a. Central marketing department alongside others Skills, outputs, knowledge, experience, marketing work is centralised What we've been doing
  9. 9. Two structures: b. 'Hub & spoke' model Decentralised. People deliver their own communications with support What we'll be doing
  10. 10. Centralised. Advantages Easier to control brand identity, message, tone, style, quality and reputation Coherent communications Fewer channels = less fragmentation Utilise team's expertise & experience Can prioritise key messages Disadvantages Time intensive Too few marketing staff Hard to juggle priorities & requests Individual messages diluted Could overwhelm students with a busy channel Marketing department becomes a bottleneck What have I missed?
  11. 11. Hub & spoke. Advantages Less time intensive for marketing team Empowers colleagues Fewer bottlenecks Easier for smaller teams Disadvantages Lack of central control & coherence Time still required to coach & support colleagues Fewer marketing skills outside the team Communication can be a lower priority for operational colleagues What have I missed?
  12. 12. At Sussex... We're moving away from a centralised approach Our new strategy prioritises a general Union awareness campaign so we needed to create time for our marketing team to create, deliver and monitor this I did not love this originally. My team did not love this originally. Some colleagues didn't love it either. How could we address these concerns and make it work? I'm a control freak, remember? Turns out they like being in control too What about the impact on their work?
  13. 13. Thinking hats time. I used the 'six thinking hats' approach to look at the issue with my team
  14. 14. White. Facts We do not have enough time to do everything and a new Union campaign Our new strategy includes this change Green. Ideas Assign mentors Provide training Get people excited Provide resources Share handy tools Move away from print & design Switch over in one go Switch over gradually Yellow. Positives Gives us time for an exciting new project Develop our skills Find secretly talented colleagues We'll direct our own work far more Can focus on students, not internally Black. Negatives Quality of marketing output will fall More work for others Reputation will be damaged Our brand/message won't be consistent Fragmented communications Red. Feelings Worried Lots of unknowns Curious Resigned Unsure about what it will be like Concerned about the impact on colleagues We needed to focus on and maximise these We needed to address and minimise these
  15. 15. Our plan. Training. Information. Templates. Tools & resources. Guidelines. Delegate. Coach. Trust.
  16. 16. The value of trust. Do we use control instead of trust? Give people tools, guidelines and encouragement. Let them make mistakes. Coach them and help them learn.
  17. 17. Channels? Central and/or separate?
  18. 18. My approach. You consistently have enough to talk about You will frequently make time to update your feed and respond to comments You've had training and understand how to do great social media, particularly that this isn't a megaphone to use to promote yourself all the time You keep us in the loop so we can help if needed Your channels stay focused on your thing & don't become another general feed
  19. 19. Workflow tools. Back to my straw poll... I asked people what they use to keep track of work in their department. 50% use something digital 17% use something physical 33% use both
  20. 20. Digital tools.
  21. 21. Prioritising. Whoever nags the most / makes me cry Time available Termly priorities then the rest ad hoc Deadlines & impact of projects Prioritised in team meetings Union priorities Online form + regular meetings Commissioning forms with 28 days notice Whatpeopletoldme Still not cracked it completely Moving from weekly to longer term priorities collectively agreed (so we're not the bad guys) Us
  22. 22. Questions?
  23. 23. What do you think?
  24. 24. So that's it. Blog post - I'm @jowalters on Twitter. The cool kids use #sucomms Come to Comms by the Coast (30-31 July) Get in touch to say hi!