Precedent at CASE 2012
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This document summarizes a digital marketing campaign called THRIVE that was carried out by Cardiff University. The campaign was presented at CASE Europe 2012 and aimed to address how the university should market to prospective students in the changing digital landscape. The summary describes how the university developed a new strategy using a 5 step framework called "The Mission, The Climate, The Ground, The Leadership, and The Method" to identify their target audience, competitive landscape, familiarity with their message, management of the campaign, and tactics to be used. The tactics included a digital campaign with UK press coverage, celebrity endorsements, and an active Facebook community. The campaign was successful with fewer application declines for Cardiff University compared to predictions and becoming their permanent
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Precedent at CASE 2012
- 1. THRIVE The digital campaign that changed everything Presented at CASE Europe 2012 Louise Casella, Cardiff University’s Director of Strategic Development Lindsay Herbert, Precedent’s Head of Digital Marketing Digital Finance Forum 2011
- 2. It’s 2011 and the question is: How do you market to this?
- 5. The landscape, audience, proposition – everything had changed.
- 6. Cardiff University had to change its strategy and fast, or risk the greatest losses.
- 7. Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat. Sun Tzu, Art of War
- 8. The Mission The Climate The Ground The Leadership The Method
- 9. The Mission The Climate The Ground The Leadership The Method
- 10. The Mission: Who is your target and what is your objective?
- 13. The Mission The Climate The Ground The Leadership The Method
- 14. The Climate: What’s the competitive landscape? What’s the behaviour of the target users?
- 20. The Mission The Climate The Ground The Leadership The Method
- 21. The Ground: Is the territory familiar? Is it familiar to the competition?
- 24. The Mission The Climate The Ground The Leadership The Method
- 25. The Leadership: How will it be managed? Who will plan and carry out actions?
- 28. The Mission The Climate The Ground The Leadership The Method
- 29. The Method: What tactics will be used and why? How will you handle the response?
- 30. The Method: Which tactics will be used? How will they be planned and implemented?
- 31. The Method: Which tactics will be used? How will they be planned and implemented?
- 32. The Method: Which tactics will be used? How will they be planned and implemented?
- 34. The Method: Which tactics will be used? How will they be planned and implemented?
- 35. It’s 2012 and the question is: Did it work?
- 36. UK-wide press coverage and celebrity endorsement.
- 37. Over 1200 subscribers actively engaged on Facebook.
- 38. UK application decline: 7 per cent Cardiff University: 4 per cent (despite predictions we’d be hit harder than any other institute)
- 39. THRIVE is now the permanent UG recruitment brand (and the Schools are all on-board!)
- 40. The Method: Which tactics will be used? How will they be planned and implemented?
- 41. The Method: Which tactics will be used? How will they be planned and implemented?
- 42. Thank you for listening Find us at Exhibition Hall Stand 22
Editor's Notes
- Both: Intro relationship to project and role within organisation
- Lindz
- Lindz: The sector in a panic about the reaction to tuition hikes
- Lindz: Students mistrustful of unis, worried about future, etc
- Louise: Tuition and policy landscape
- Louise: Reasons why Cardiff stood to lose most
- Lindz: Intro art of war
- Lindz: The 5 elements
- Louise
- Louise: Campaign objective
- Louise: Top students from top schools
- Louise: Also top students from outside the top schools (e.g. widening access)
- Lindz
- Lindz: Overall scene and timing of the campaign
- Lindz:Anger, fears and reactions within the sector (e.g. English unis marketing in Wales)
- Lindz: Couldn’t present a marketing message
- Lindz: But that’s what the university had
- Lindz: what real students look like
- Lindz: prospective students trusting their peers more than marketers
- Louise
- Louise: Traditional marketing at Cardiff and the need to go digital
- Louise: Open days, prospectuses, and each academic school doing their own thing
- Louise: Restrictive web presence, traditional brand
- Lindz
- Lindz: Cardiff Uni know its audiences and have the resources, Precedent know the sector and the technology
- Lindz: Started with a concept ‘bait for smart people’
- Lindz: And grew into action plans for social media, the web, print, email, and events
- Louise and Lindz
- Lindz: Both teams heavily involved and engaged with one another. Phone calls, team meetings, and ideas being developed back and forth.
- Louise: Student created content and the freedom of having it on a microsite
- Lindz: The hook, to get them to look at the great content
- Lindz: The insiders to facilitate the competition but also create that sense of having an older brother or sister already at cardiff
- Louise: How youtube was used to select finalists and the academic rigour of the competition
- Louise: The delight of seeing ‘cardiff-type personalities’ shining through the videos and levels of creativity
- Lindz
- Louise:
- Lindz:
- Louise: effect on applications but also the general boost to awareness etc
- Louise: Internal buy-in and understanding of THRIVE and what it’s meant to achieve (e.g. we can’t pretend to be 17)
- Louise: Moments from open day
- Lindz: And what happens when you do something meaningful with social media integration
- Lindz