Think Student Live 2019 Natives Presentation

The annual show for student marketing specialists
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Win a night in Brighton!

EVE
CORNWELL
ROSS
DOYLE
10:30
DOUGLAS
WASHBURN
09:45
TOM
SETTER
12:15
11:15 - Break
11:45
13:00 - Lunch
14:00
LOUISE
HALLWORTH
THESTUDENTHUT
OPINIONPANEL
14:45
15:30 - Break
PETE
DURANT
16:00

THINKSTUDENTLIVE
Enjoy!

EVE
CORNWELL
Student Influencer
Q&A presented by
Dan Lever @
Student Hut: 
A fireside chat
with Eve, the most
influential student
social media star
in the UK

• No.1 rated influencer on
Student Hut  
• 170,000 followers on
YouTube 
• Most viewed video this
month - 1.3 million
views 
• Trainee at Magic Circle
firm
 
EVE
CORNWELL
Student Influencer

Trainee lawyer by day, coffee-
fuelled comedian by night.
Settle in for fast paced edits
and a big dose of Gen-Z
realness.
While her trendy outﬁts,
creative vlogs and impressive
law degree may make it appear
like she has her life together,
she would argue otherwise.
Eve’s content is just as witty,
relatable and hilarious as she is.
EVE
CORNWELL
Student Inﬂuencer

Think Student Live 2019 Natives Presentation

Q&A
EVE
CORNWELL
Student Inﬂuencer

DOUGLAS
WASHBURN
Marketing Manager @ Swedish Institute
Up next
Encompassing
all voices: The
development
of a cohesive
brand strategy

Encompassing all voices:  
Thedevelopmentofacohesivebrandstrategy 
Photo: Henrik Trygg, Image Bank Sweden

What am I going to talk about today?
• Who’s the Swedish Institute and Study in Sweden?
• Background on our brand work
– Concerns
– Our old brand
– Our process
• Lessons learned during our process
– Data
– Stakeholders
– Test
– You can’t please everyone
– Stand out

What does the word brand mean?

SI over the years
1945to2018–theworldchanges,needsremainunchanged
Ola Ericson | Image Bank Sweden

Some background on our brand work
Source: Simon Paulin, imagebank.se

What were our concerns with our brand?
Our brand was based
on old research
We weren’t sure our
brand was
differentiated from
our competitors
We were concerned
our brand promise
was vague

The Study in Sweden brand
Our old brand promise
“The informal and non-hierarchical learning environment at Swedish universities allows
students to grow and encourages them to think independently and creatively and therefore
leads to a successful career”

Stage 1 – What have we done?
Interviews
8 Study in Sweden
staff members
● Brand elements
● Core messaging
● Marketing materials
Stakeholder survey
14 Embassy staff, 22
university staff
● Brand elements
● Core messaging
● Marketing materials
Student Survey
(prospective,
current, past
students)
6,524 responses
● Decision making
● Unique aspects
● Messaging
● Experiences
Marketing Assets
● Search & Display
● Social media
● Website
● Offline assets
● Content
Brand workshops
7 Study in Sweden staff
members
40 University
representatives

Stage 2 – What are we doing now?
Developing a new brand strategy
• Mission and manifesto- completed
• Content pillars - completed
• Tone of voice – finalised next week
• Brand personality – finalised next week
• Messaging for different segments
• Creative work

Lessons learned
Simon Paulin, imagebank.se

Data is critical for brand development

What did we learn from our data?
Why do students choose Sweden?
Quality of
education
Best place
for
programme
Lifestyle  
& Culture
Career
prospectsInstitution
reputation/
ranking
To advance
myselfFacilities
Scholarship
s
Environment  
& Sustainability
Creativity &
Innovation
Living
standards
Safety

What did we learn from our data?
What factors influenced your decision to study in Sweden?

What did we learn from our data and how did we develop our brand?
The classroom experience was spoken about
positively, but showed less uniqueness than
Swedish lifestyle and culture.
The broader study experience - lifestyle and
culture proved to be the greatest differentiator
against competitors
This lead to us changing our brand to
reflect the entire study experience

We developed content pillars based on students interests
Lifestyle
Equality, Gender,
Politics, Society,
Lifestyle, Freedom &
Safety
Learning
Learning Experience,
Careers & Future
Prospects
Our planet
Stewardship,
Environment &
Sustainability
Business and
responsibility
Business, Science,
Creativity, Culture &
Technology

Data is important but don’t get overwhelmed but data

Data from our stakeholders taught us valuable lessons
Swedish Embassies
Swedish HEI
marketing staff

Stakeholders are critical for developing brands

Stakeholders can also be a massive headache

How did we engage with our stakeholders?
• Telephone interviews with the Study in Sweden team
• Workshops with the Study in Sweden team
• Survey sent to Swedish embassies and to Swedish universities
• Two workshops from Swedish universities
• University staff focus group
• But I made a near fatal mistake

Be willing to defend your brand

If you do it right your stakeholders can become advocates

LGBTQIAlifestyle and our brand
What factors made Chinese students choose Sweden?

Equality campaign in China & Taiwan

You can’t please everyone
“You can spend your time on stage pleasing the heckler in the
back, or you can devote it to the audience that came to hear you
perform.”
-Seth Godin

We didn’t please everyone
International Student Experience
Classroom
experience
Lifestyle
But...Non-hierarchical
(Equality)
Informality Work-life
balance
Independence Freedom
Safety Friendly Work-life  
balance
Quality of
Life
Equality
Loneliness
Lack of
Social
Cohesion
Boring Climate Expensive

Find out who your fans are
Net Promoter Score
Our NPS was 37

What did they like?
Promoters Detractors

Standing out is hard
“In a crowded marketplace, fitting in is a failure. In a busy
marketplace, not standing out is the same as being invisible.”
-Seth Godin

We failed to stand out with our messaging
“Open to International Minds”
The slogan rated as most in line
with experiences or expectations
of studying in Sweden
Slogan % of respondents
Open to international minds 77
Reinvent your world 73
A free state. Of mind 72
Think, play, participate 69
Don’t just pick a place, pick a future 68
Be part of the solution 66
Land of ideas 64

But we did stand out through our values
Which factors influenced our students decision to study in Sweden?

But we did stand out through our values

Who’s Study in Sweden?
Our mission is to empower
the new group of students
to build a radically better
world, the Swedish way

How do we communicate our brand?

How do we communicate our brand?
Source: Asaf Kliger Torne, imagebank.se
Tone of voice
• Bold but not aggressive
• Playful but not confrontational
• Informal but not careless
Our DNA
• Visionary
• Young
• Inclusive

Tone of voice
Bold Playful Informal

What are our next steps?
• Finalising the creative work
• Developing content in line with our brand and living our brand
• Educating our stakeholders

THINKSTUDENTLIVE
It’s break time.
Please be back in your seats at
11:40am for the next speaker

TOM
SETTER
Director of Advertising @ Natives
Up next
Students and
media: Insights
and understanding
to deliver
performance

ROSS
DOYLE
Account Strategist @ YouTube
Up next
Understand, reach,
and engage:
Building a holistic
and effective
audience strategy
in the digital world

Understand, Reach, Engage.
Building a holistic and effective audience strategy in the digital world

90%
+
of Gen Z feel
stressed out
about the
world
Source: Gen Z Effect 2017, Cassandra
World events have
left Gen Z feeling
disillusioned with the
state of the world
Gen Z’ers are more likely
than other generations to be
stressed about news topics
and feel uncertain about the
future.
Many issues feel personal
and are amplified on social
media - particularly gun
violence, along with suicide
rates, and sexual
harassment. This social
anxiety and stress is
reflected in Gen Z’s
relationship with brands as
well.

Gartner CMO Spend
Survey 2019 Shows
Marketing Budgets
Continue to Climb

Marketing Budget continues to grow

How do marketing budgets for education compare to other
industries

Long-term growth
most often achieved
with 60:40 brand to
sales activation split.
This fosters
emotional
connection to the
brand, and reduces
price sensitivity.
What is the Golden Ratio?

If we measure
over this period,
happy days- our
rational messaging
has out performed
our emotional
messaging
Short Term Uplifts Are Short Lived

But if we measure
over the LONG
term, the emotional
campaign has
actually driven
significant uplift
from the base.
Forging Emotional Correlations Drives Long Term Uplift

Success of Peak Season is Dependent on….
Open Days Pre Clearing Clearing
If you want
to win
students
here

Open Days Pre Clearing Clearing
You need
to be
nurturing
your new
customer
here.
How Much Work You’ve Put into build up to Peak Season

Student query level is at its highest from September to December, with
another spike occurring in January
Queries grew 4% in Q1'19 with 43% of all searches on mobile.
Mobile 18% ▲ 7% ▲
Tablet -9% ▼ 3% ▲
Computer -4% ▼ -3% ▼
Overall 4% ▲ 2% ▲
Indexedqueries
Source: Google internal data for Colleges, Universities & Post-Secondary Education | United Kingdom. Time period: Q1 2019
YoY growth
(Q1'19-Q1'18)
QoQ
growth
(Q1'19-Q4'18)
% of
queries
(Q1'19)

Build large scale
awareness among
target audience
-Masthead
-TrueView In
Search & In
Discovery
-Bumper Ads
-Display
Prospecting
-Non branded
search
Ramp towards
conversions from
the get-go with a
Remarketing,
Branded &
Generic Search,
Customer Match
& Similar
audiences to
capture interest
generated by
awareness
pieces with
targeted search
creatives.
What this might look like for Universities
Sept Oct Nov Dec
Jan

Confidential & Proprietary
Source: Google/Ipsos Connect, U.S., Generation Z / Media & Values study, n=1000 people age 13–17, 2018.
The power of
YouTube for Gen
Z
YouTube has changed how
today’s teens connect, learn, and
relax. When we asked Gen Zers
which platforms they turn to when
they want to relax or cheer up, the
No. 1 response was YouTube.
80%
70%
68%
“YouTube has
helped me
become more
knowledgeable  
about something”
“Watching videos
with others  
helps them be
more connected”
“YouTube has helped
me improve or gain
skills that will help
me prepare for the
future”

Video can also amplify your search activity
Source: Google Data, Global. Jan 2015-June 2018, Compared to advertisers that run Search only.
Advertisers that run YouTube video
ads in addition to Search ads see:
Higher Search
conversion volume
+8%
Higher Search
conversion rate
+3%
Lower
Search CPA
-4%
+

Proprietary + Confidential
How do I build a full funnel student strategy?

Our Customer journey into the Purchase Funnel
See-Think-Do-Care framework
See Largest addressable qualified audience
Think Largest addressable qualified audience,
with some commercial intent
Do Largest addressable qualified audience,
with loads of commercial intent
Care Current customers,
with two or more commercial transactions
App Installs
Start a Free Trial
Register Complete
Payment Action
Awareness
Consideration
Drive Action
Grow
Loyalty

Brand Awareness & Reach
Product & Brand
Consideration
Drive Action:
Sales, Leads,
Traffic, App
Grow
Loyalty & Re-
engage
Google Solutions meet Advertiser's Objectives
Impressions, Unique Reach / Views,,
VTR’s, Session Length, BLS
Masthead, Trueview In-stream/Bumper
Impressions, Clicks, CTR’s, VTC’s
Lightbox, Text, Image Ads
CTC’s, CPA’s, BLS
Dynamic, Text & Image Ads
CTC’s, CPA’s, VTR’s, BLS
Search Text, Shopping, Hotel, Flight Ads
CTC’s, CPA’s, BLS
Trueview for Action & App Promo
App Promo info cards/CTA (CM),
Retargeting
Conversion Repeat Rate, ROAS, In-App
App Promo, Text, Image Ads (GDN Rmkt
Converters)
Search, App Promo ads (RLSA
Converters+Customer Match)
CTC’s, CPA’s, Re-engagement, VTC’s
Gmail Ads (Customer Match)
Conversion Repeat Rate, In-App Actions,
ROAS,
CTR’s, Clicks
Gmail Ads
Trueview with info cards/CTA
Search Text & Dynamic Search Ads
CTC’s, CPA’s, Search Interest
Lightbox, Text, Image Ads
VTC’s, CTR’s, CPA’s, CTC’s
Views, VTR’s, VTC’s, BLS,
Ad Formats
Metrics
Clicks, CTR’s, Session Length

Must Have Features for Accelerating Your 2020 Strategy

Mastheads: Use Mastheads to kickoff or turbo-charge a brand
campaign
Format: Own YouTube’s Homepage for 24hrs,
across devices: 60-75M impressions
Objective: Build awareness and set the tone for the
start of your campaign or turbo-charge an existing
brand campaign for mass reach on launch day
Cost: Reservation: £2.29 eCPM / £140,000
Ratecard per day for video bundle

What objectives can Mastheads achieve?
Duration
Lift
“Burst” behaviour
+ Sustained Lift
Build awareness and set the tone for the start of your campaign

Google Preferred
Reach the top 5% of popular channels on Youtube
with the most passionate audiences in the UK

TrueView for Action
Reach people based on their intent
with signals from Google Search and more
Make it easy for them to take action
with new YouTube video ad formats
Prove it works & optimize to a CPA
with cross device & in-store measurement
+ Target CPA bidding
BUY NOW

What if you could reach audiences on YouTube
that just searched Google for what you offer?
Source: Google/Magid Advisors, "The Role of Digital
Video in People’s Lives”, Global (US, CA, BR, UK, DE,
FR, JP, IN, KR, AU), August 2018, n=20,000, A18-64
general online population. 
55%of people search for
a product on Google,
and then learn more by
going to YouTube
before they buy it 
 
[your keywords]
MORE THAN

First, reach only the audiences that are most likely to do
business with you
with real-time intent signals
from Google Search
and the rest
of Google

How is it different than regular TrueView?
Forms Ads inBeta

In a mobile-first world, advertisers are challenged
to make an impact despite small screens and short
attention spans.
Bumper Ads are a powerful 6 second format,
surprising users with their brevity and delighting
advertisers with high impact brand building.
Good things come in small packages
Bumper Ads

Telling a story on Youtube

2. Amplify
Run Bumpers and longer form
videos (TrueView, Masthead Google
Preferred) together for incremental
reach and brand impact
Every good story has a build up, climax and resolution.
3. Echo
Tell the full story with full length
video (TrueView or Google
Preferred) then remarket to users
with Bumpers for a follow-on
message or product update
1. Tease
Build excitement for a brand story
with Bumper Ads then tell the full
story with full length video
(TrueView or Google Preferred)
upon launch
EchoTease
Amplify
Full Length
Video

What a Youtube strategy for Universities would look like
Tease
Amplify
Echo
Always On

THINKSTUDENTLIVE
It’s lunch time.
1:55pm for the next speaker

LOUISE
HALLWORTH
Head of Marketing @ Leeds University Union
Up next
Students:
More than
a market

Students:
More than a market
Louise Hallworth, Head of Marketing, Leeds University Union

Why are students
distrustful?
Because they've kind of
been screwed over

But what does this
distrust mean?

Jobs
Higher ethical standards
Realness
To make the world a better place

Harness their
entrepreneurial skills
and creativity
(without taking
advantage!)

Be there for
them
(genuinely &
authentically)

Help them
make the world
a better place

Students are living in a
tough world
Fight their corner
Motivate them

GELLNERNDUDI
Kingston University
Business School
ISABELLECOLVIN
UCL
GUYFLETCHER
Imperial College
London
LEAHGILES
De Montfort
University
NATASHAORCHANT
Bristol University
RIYENKARIA
University of
Nottingham
SEANBOWERS
University of
Roehampton
SOPHIEADAMS
De Montfort
University
ELLABULUWELA
Edinburgh
University
DEANNAKEENE
London School of
Economics

THINKSTUDENTLIVE
It’s break time.
3:55pm for the next speaker

PETE
DURANT
Head of Digital Marketing and Social Media
@ Endemol Shine
Up next
How to become a
modern social
brand: Deﬁning
your true USP,
creating a story
engine and how to
tell your story

Pete Durant 
June 2019
How to become a modern social brand:
defining your USP,
creating a story engine
and telling your story

TRUTHS
Be Emotional
No control
Death of linear
Mobile Me
Nano seconds
Attention spans
Strategic and practical

Society is built on
shared
experiences 
& emotional ties

Modern brands 
thrive 
on these ties
with consumers

Think of your
brand and
experiences like
making a new
best friend

Identity forming values
& fulfilled promises
Trust built  
through brilliant
interactions, utility  
or information
Exciting  
experiences that create
warmth, currency &
prestige
T 
I 
E

Creating
these ties is
true social
marketing

And these
TIEs are
your USP &
the story
you need to
tell

Why? Because that’s how our minds work
Emotions are the
primary reason
why consumers
prefer brand name
products
We evaluate
brands using
emotions rather
than information
FMRI Neuro-imagery
'Likeability' is  
most predictive of
whether ads
improve sales
Advertising Research
Foundation
Positive emotions
make customers
more loyal  
than trust
Psychology Today
THE INFLUENTIAL ROLE OF EMOTION IN CONSUMER BEHAVIOUR IS WELL DOCUMENTED

… And because it works for businesses
1 – Source: Field, IPA and Gunn Report, “Selling Creativity Short” 2 – “The New Science of Customer Emotions” November 2015 – Harvard Business Review  
3 - Nielsen Consumer Neuroscience study,
Emotional campaigns are 10x more
efficient than standard campaigns
Emotionally connected consumers are
52% more valuable than highly satisfied
consumers
Emotional ads deliver a 23% uplift in
sales volume vs. non-emotional ads
10x 52% 23%
MORE
EFFICIENT
MORE
VALUABLE
MORE  
SALES

Planning the
business
Telling your story…
INSIGHT DRIVEN STRATEGY & CREATIVE
Trust Identity Experience
Stimulus AdvocacyExperiences Collaborations
Contextual brand content
creating need & awareness
Democratised brand stories
through peer-to-peer WOM,
reviews, product sampling
and loyalty progs
Both digital and real world
brand moments inc.
customer service
Shared influence through
talent, media and brand
partnerships
Modern Social Brand
FIRST MOMENT
External facing marketing
Creative & content
Advertising
Reviews & Ratings
THEIR MOMENTS
People (#1 choice in hiring
and retention)
Advocacy &
recommendation passing on
your brand
DIRECT MOMENT
Courses
Bars, places to stay
Service, faculty
Website/Platform/App
Advertising
Sustainability
INDIRECT MOMENTS
Tech partners and solutions
Media placements
Brand and influencer
partners
Brand advocates
Recruiters
Charity partners

Brand planning
and loyalty progs
brand moments inc.
customer service
partnerships
Modern Social Brand
IMMEDIATE / INTERACTIVE / IMMERSIVE

Creating your TIE stories & content
IMMEDIATE INTERACTIVE IMMERSIVE
CREATE - - - CURATE - - - COLLABORATE

IMMEDIATE

FRAMING
LOOPING
COMPRESSION
SOUND
END FIRST
BREAKING THE RULES

FRAMING COMPRESSION
LOOPING SOUND
END FIRST
PLAY

INTERACTIVE

IMMERSIVE

Media second  
BUT  
not forgotten

Brand planning
and loyalty progs
brand moments inc.
customer service
partnerships
Modern Social Brand
IMMEDIATE / INTERACTIVE / IMMERSIVE
Paid
Social  
Channels
Native Digital DigitalAdvocacyTraditional
FB, Pin, IG, TW,
Snap – full brand
and performance
advertising on
social channels
Content-led
execution that fits
naturally in its
environment
Contextual PPC,
Display  
inc. YouTube /
Video &
programmatic
buys
Fully optimised
owned web real
estate, social
platforms & offline
publications
Full paid
distribution and
content creation
through
influencers of
different size
Paid media options and tie-ins
across traditional platforms
such as TV, Press & Outdoor
Media pick up and coverage of
major stories and moments
Earned Owned

PeteDurant.co 
@PeteDurant 
peterkdurant@gmail.com 
New books available now!

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Think Student Live 2019 Natives Presentation