Slides for a session on "A Roundtable Discussion: How Do You Start Without Knowing Where You’re Going?"

1. How do you start
without knowing
where you’re going?
@precedentcomms
A R O U N D TA B L E D I S C U S S I O N .
Paul Hoskins, Chairman and Founder, Precedent

2. Agenda
 Introduction
 Discussion
 Group activity:
 mapping the customer journey
 planning digital activities
 Discussion and take-aways

3. Precedent.
Transformation strategy
Digital strategy
Digital student experience design
Design and build services
UK, Australia and Hong Kong
Research amongst VCs, Pro VCs, CMOs and CIOs
UK, Australia, USA, Canada, China and India

4. Questions to consider
 How does a university become ‘digital at heart’?
 Is it possible to begin a transformation project without defining ROI?
 Is it possible to identify goals and objectives without a fixed future
state in mind?
 How does a university choose the first small steps toward greater
change?
 How can predictive analytics be used to inform digital decision
making for universities?

5. Tactical
Strategic
 Positioning divergence. Do it our way VS do it your way.
 Individually bespoke through data and content.
 Digital academic solutions replacing traditional.
Digital-enabled mission

6. Local
National
International

7. Website
Social
Media
Intranet
TACTICAL
MARKETING
RECRUITMENT STUDENT
COMMUNICATIONS

8. Personalised
marketing
Student
experience
SM WEB INTRANET
Information
repository

9. Think big. Start small. Act quickly.

10.  Executive buy-in.
 Procure to outcomes.
 Outside-in technical and process evolution.
Think big. Start small. Act quickly.

11. User models
Product
design
Data
Think big. Start small. Act quickly.

12.  Personalisation through analytics and AI.
 Cross internal boundaries.
 Measure to existing and new outcomes.
Think big. Start small. Act quickly.

13.  Create excitement within a small team.
 Go for the easy stuff.
 Embed content at the start.
Think big. Start small. Act quickly.

14. Questions to consider
 How does a university become ‘digital at heart’?
 Is it possible to begin a transformation project without defining ROI?
 Is it possible to identify goals and objectives without a fixed future
state in mind?
 How does a university choose the first small steps toward greater
change?
 How can predictive analytics be used to inform digital decision
making for universities?

15. Group activity
 Individually:
 Write down 1-2 pain points and/or opportunities on the post-it notes provided.
 Place these on the student lifecycle timeline.
 As a group:
 Assign corresponding data, systems, and owners for each.
 Identify digital projects to capitalise on opportunities presented, while
remedying pain points.