Marketing Brand Audit

1. Marketing Overview
Nile University

2. SOSTAC Analysis
Situation
• Where we are
Objective
• What we want
Strategy
• How to do it (long
term)
Tactics
• How to do it (Short
term)
Action
• Operational Plan
Control
• Reports and
Dashboard

3. Situation
Where we are now

4. Situation
• How are we performing? Customer feedback and sales
• What are our distinctive competitive (marketing) advantages?
• How effective is our Marketing Mix?
• Are we focusing on the best segments with the right type of customer?
• Are we using the most appropriate channels for communication and
distribution?
• What uncontrollable event(s) or trend(s) can impact my business?

5. Performance Analysis –Website.1

6. Performance Analysis –Website.2

7. Performance Analysis –Website.3

8. Performance Analysis –Website.4

9. Performance Analysis – Facebook 1

10. Performance Analysis-
Facebook.2

11. Current Prizm
Top notch Education
Excellent Staff
State of the art Facility
Reliable
Professional
Serious
Prestigious
Global
Inclusive
Government
Static
Formal
Mute
Boastful
Preachy
Vague
Respect
Loyality

12. Situation- Brand Life cycle
12
Introduction Growth Maturity Decline
Brand
establishment
Brand
reinforcement
Brand
revitalization
Brand
harvesting

13. Situation Recap
Strengths
•Staff
•Offerings
•Community impact
Weakness
•Reputation ({Previous feud on the land)
•Identity
•Engagement
•Message
Threats
•Competition
•Perception
Opportunity
•Relationship & Engagement
•Contribution to Community
•Lack of awareness of the competition
•Connections with influencers
•Students Brand loyality
SWOT

14. Objective
What we want

15. Objective
• Business Mission &Vision
• The 5Ss of Marketing (to Be aligned with business
objectives)
• Sell: Customer Acquisition and retention targets
• Serve: Customer SatisfactionTargets
• Sizzle:Wow Factor ( AddedValue)
• Speak: EngagingCustomer (Message andTone)
• Save: ROI and ROMI targets

16. Business Mission andVision
Vision
• To be a world class, internationally recognized research university
Mission
• The mission of Nile University is to contribute to the development of the technology-driven
economies in Egypt and the region through the pursuit of education and research at the
highest levels of excellenceThrough the following:
• Recruit, develop and retain high quality faculty and staff.
• Attract, support and retain highly qualified and motivated students.
• Create an educational environment and physical facilities conducive to learning and
research.
• Establish strong linkages with business, government and NGOs to enhance the capacity
building in the local and regional community.
• Promote a culture for creative research and critical thinking.
• Leverage the expatriates' resources.
• Encourage collaboration with other universities.
• Harvest research output and incubate intellectual property.

17. Sell - Customer Acquisition and
retention targets
• The first University in Mind, when it comes to the
Employer, the Parent and Future Student.
• The identity of the University to touch the lives of each
student that they echo the benefits of the university
organically creating booming word of mouth effect.
• Showing off the diverse progressive colorful community
that our customer could be part off.

18. Serve : Customer Satisfaction
Target
• Highlighting the differentiators of the University:
• Exchange programs
• FinancialAids
• International Study opportunity
• Research…etc
• Up to date programs
• Acquiring customer Feedback through surveys and focus
groups.

19. Sizzle:Wow Factor ( AddedValue)
• Rate of employment (The opportunities create but such profound
education)
• The Hip lifestyle
• The Community Projects
• Causes Supported
• Democratic Environment
• Student Involvement
• Career Consultation and Mentorship
• Accreditation

20. Speak: Engaging Customer
(Message andTone)
Hip Trendy Approachable Dynamic
Vibrant Casual Colorful Insightful
Inclusive Precise Accurate Informative

21. Speak: Engaging Customer
(Message andTone)

22. Save: FinancialTargets
• XXXXXX
• Focusing on Social Media as its is the cheapest and most
impactful communication platform.
• Personalizing the message for the young demographic to
achieve the highest conversion rate.
• Create engaging Activities for the alumni students that
helps carry the word of mouth effectively.

23. Strategy
How we will get there? (LongTerm)

24. Strengthen Recruitment Across all
Markets
• Promote the University and encourage applications in all
student markets..
• Champion the national widening participation agenda
and through campaigns.
• Identify and deliver to target schools and colleges,
recruitment events, engagement in curriculum and staff
development, and partnership activities.

25. Enhancing the University’s
Reputation
• Circulate and manage the University’s brand, key
messages and visual identity,.
• Generate greater media coverage of the University, its
staff and its students locally and internationally
• Promote the impact and value of research and knowledge
services/

26. Building relationships
• Engage in sustained and comprehensive relationship
campaigns with student applicants, partner institutions and
educational agents, to convert applicants into registered
students;
• Strengthen our relationship and engagement with our
alumni
• Through a prioritised programme, specify, target, build
relationships with and market to key influencers
• Deliver a website and marketing materials, managed in
accordance with the University’s brand and brand identity

27. Decisions underpinned by research
and Insight
• Be proactive in the provision of market intelligence and research, including
competitor analysis, analysis of impacts of changes in schools and colleges,
external factors including economic data, security and regulatory framework
developments, and other market information;
• Deliver scoping studies and reviews of specific subject areas and/or markets
in support of agreed strategic priorities, for example the market for part-time
students, and of portfolio management to enable evidence-based decisions
to be made;
• Through the use and understanding of web analytics, student and staff
surveys and other tools, develop the most effective communications
strategies for all target audiences;
• through systematic evaluation of all marketing activities across the
University, support a culture of continuous improvement of all such activity
to ensure we are excellent in all we do and are addressing audiences
effectively.

28. Tactics & Actions
Operational Plan

29. Identifying Customer Decision Flow
Functional
Pre-
Planning
1st Moment of Truth
Admission Process
(What
Do I Need /Want)?
Emotional
Resources Influencing College
Choice
Brand Equity/
Fame and
perception
Do They Have
What I Need ?
Convenient
Segmentation
Who Am I?
Life Stage
Ethnicity
Income Level
Habits
Psychographics
Time
On Campus
Experience
Guidance
Clarity Community
Personalized Facilities
Expertise Readiness
University Offerings
-Employment
-Accreditation
-Expertise
-Price, Value
Price Perception
Admission Mode

30. All this pours into the insight
If it’s not capable of driving and changing shopper behaviour, it’s not an insight!
Insight Powerful enough to
change behaviour
A deeper understanding of what
motivates our Customer
Factual information on shopper attitudes
and behaviour
Insight
no-one else
has
Understanding
Data & Information
Customer
Research
Customer
DNA
Identifying and
Influencing the
moment of Truth
Insight
Platform

31. Segmentation and insight
Employers
Parents
Postgraduatestudent
Students
Lifestyle,
Opportunity
Accreditation. Fees
Accreditation
Opportunity Professional
Skills acquired
Up to date
methods
Applied
Studies.
convenience
Fees
Applied
Studies
Accreditation
Financial plan.

32. Brand Checklist
A strong proposition – a big, enduring, idea
Distinctive Brand Identity
Creating EngagingCulture
Iconic customer Experience
Design once –Deploy Everywhere
Consistency over time with flawless execution
Alignment of Activities.

33. Inclusive Environment of Big
Thinking and Possible
Achievements
• Purposeful ambition
• Global Perspective
• Radical Empathy
• Bold Participation
The NU Experience
TheValues of the
University
Amplified
ambition and
inspiration that
impact our society
and reach new
heights
• Empowerment and personal
transformation
• Leadership through
understanding
• Progression and Belonging
• Determination and Bias for
Action
Brand Voice Map

34. Message Perception
• Our audiences vary in their priorities, knowledge of the University
and their expectations.The basic principles of our written
communications, however, are universal.
• Keep the messages simple and consistent .
• Make the evidence that supports the messages compelling (Proof of
message).
• As far as possible, make the messages unique to the UniversityOur
written content and tone should be true to our vision and values, and
reflect our personality .
• Using “TheThis how it happens” makes our overall message more
compelling and more memorable.

35. Facebook Revitalization
• Videos longer than 3 mins should be uploaded on website blog
• Post Commentary shouldn’t be longer than 3 sentences.
• Language on Facebook should be easy and inviting.
• Post Headlines should be in form of question and on a general subject.
• Relevant events to public only should be shared on facebook
• One post per day in form of question or general topic about the university is
recommended
• Continues reminders on the admission process and the programs offered.
• Allowing an occasional live coverage to answer questions about admission and
University programs.

36. Website Rooting
• SEO
• The roots and the libraries of the stories should be mainly on the website.
• Enriching the content of the website and making it more interesting
through:
• Videographic and infographic illustation
• Brand identity guidelines
• Survival kits
• Mentorship tips about the journey of education
• Contribution of Student alumni
• Testimonials and Success stories

37. Photography
Details
People
Facility

38. Photography Cont.

39. Recruitment Campaign
• Making your ambition more attainable and real – focuses
on promoting the learning and life experience we offer
our students that gives them a great basis for a successful
career.
• The campaign started with the visual style and tone
being carried through all recruitment material.This
includes a landing page for the website, emails, digital
ads, social media and the 2018 undergraduate prospectus

40. Open Days
Plan with a robust
Schedule
Start early Influence the
influencers
Segment the campaigns
for each audience
Consider the power of
social referrals
Remind your website
visitors of the date
Focus on getting
data from the campaign,
but don’t dissuade those
from just turning up
Encourage sign ups with
subtle calls to action e.g.
“get our prospectus” or
“find out more”
messages.
Encourage sign ups
by adding a competition
element to the process.

41. Open Day DesignVisual
Responsive Landing Page
Email message with call to action Visuals on Open day Survival Kit

42. Open DayVisuals 2
Inoformative Billboards
Call to Action and proof o
message

43. The Halo Effect
• The Halo effect is where the perception of one trait
influences the perception of other traits in a person or object
• For example judging an attractive person as kinder and more
intelligent
• Or a brand as more appealing due to one popular product

44. Controls
Reports and Dashboards