The document discusses how the current environment requires a new approach to strategy and management. It argues that in today's "super VUCA world", strategies and rigid plans are less useful due to constant and rapid changes. Instead, organizations need a culture that fosters creativity and allows for unreasonable ideas. The key currency is ideas, not strategies, and brands need a compelling vision or "dream" like Martin Luther King's, rather than just a vision statement.
Integrating Online Games into Learning & DevelopmentBe Learning
Nine billion hours a year are spent playing Window's Solitaire
The online games industry is worth – give or take a few – around 15 billion
20 million players have spent 17 million hours on the Xbox – that’s more than 2 hours played for every person on the planet
Just imagine what we could do if we harnessed just a small percentage all that creativity and energy (and money!) and channeled it towards something really worthwhile…
Connecting the why’s, where’s and how’s to create a winning strategy that maximises your use of social media platforms and brings you the best ROI; a look at two charities that are already on top of their game; and the future of social media marketing.
AdvancEd 2012 Creativity, Critical Thinking, and Communicationmelissagoodwin
Melissa Goodwin and Cate Sommervold are presenting their book, Creativity, Critical Thinking, and Communication for the AdvancEd conference in Chamberlain, SD.
The Ten Commandments of App Marketing - Big Ideas Machine at Digital Growth DayOMN
Digital Growth Day: September 18, 2014
THE TEN COMMANDMENTS OF MOBILE APP MARKETING
Everyone knows that apps are the future - but how do you market them? With hundreds of apps launching every day, how do you build an audience, reach the media, and get your app featured on the app stores? Most importantly of all, how can you turn your app into a business?
We'll share the ten essential considerations that any brand or publisher needs to address when launching an app, and give an up-to-date viewpoint on the challenges and rewards of the app business.
James Kaye, Director, Big Ideas Machine
John Ozimek, Director, Big Ideas Machine
Integrating Online Games into Learning & DevelopmentBe Learning
Nine billion hours a year are spent playing Window's Solitaire
The online games industry is worth – give or take a few – around 15 billion
20 million players have spent 17 million hours on the Xbox – that’s more than 2 hours played for every person on the planet
Just imagine what we could do if we harnessed just a small percentage all that creativity and energy (and money!) and channeled it towards something really worthwhile…
Connecting the why’s, where’s and how’s to create a winning strategy that maximises your use of social media platforms and brings you the best ROI; a look at two charities that are already on top of their game; and the future of social media marketing.
AdvancEd 2012 Creativity, Critical Thinking, and Communicationmelissagoodwin
Melissa Goodwin and Cate Sommervold are presenting their book, Creativity, Critical Thinking, and Communication for the AdvancEd conference in Chamberlain, SD.
The Ten Commandments of App Marketing - Big Ideas Machine at Digital Growth DayOMN
Digital Growth Day: September 18, 2014
THE TEN COMMANDMENTS OF MOBILE APP MARKETING
Everyone knows that apps are the future - but how do you market them? With hundreds of apps launching every day, how do you build an audience, reach the media, and get your app featured on the app stores? Most importantly of all, how can you turn your app into a business?
We'll share the ten essential considerations that any brand or publisher needs to address when launching an app, and give an up-to-date viewpoint on the challenges and rewards of the app business.
James Kaye, Director, Big Ideas Machine
John Ozimek, Director, Big Ideas Machine
Storytelling and Integrated Marketing CommunicationsmStoner, Inc.
Storytelling is imperative if you want to build an enduring brand for your college or university.
The truth is, we could all be better at articulating who we are, what we’ve experienced, and why it matters. In order to tell better stories, institutions must first develop a true understanding of and empathy for target audiences, clarify brand messaging, and then develop staffing and skill sets to infuse storytelling into robust integrated marketing campaigns.
The digital space allows storytellers to immerse audiences even more fully in our stories with the opportunity to integrate and weave video, photography, user-generated content, and other rich media throughout the marketing campaign.
Are your readers at the heart of your institution’s story? Join mStoner and our branding partner BVK for the third webinar in our summer series. We’ll arm you with the knowledge you need — storytelling principles, concrete planning steps, and best-practice examples — to ensure storytelling is at the heart of your integrated marketing communication.
What You Will Learn:
How to develop an on-brand storytelling strategy
How to structure your stories
Traits of successful stories and how to measure impact
Ways to weave storytelling in your next integrated marketing campaign
Build your opportunities, build your future, build your dreams, by @AndreaTEdwards prepared for Primetime Singapore networking lunch, August 2016 #personalbranding #SocialCEO #socialmedia
Graduate Management Admission Council . Business 3.0 ConferenceJayant Murty
This talk delivered at the Intetnational GMAC Conference to Deans and heads of admission of MBA schools around the world seeks to examine what they can learn from brands across other industries. With MBA schools coping with declining admissions, strong overseas competition, disruption from MOOCs ( Massive Open Online Courses) and image parity across schools , there seems a dire need to disrupt and current model and embrace change with agility
Video killed the radio star, marketing in the infinite environment Mathew Sweezey
The iconic pop song of the 80’s explains the shift in marketing and sales perfectly. New technology killed the former king, and in todays age we have seen this play out in our sale and marketing roles. The former king of revenue generation for any business is now only 20% of their former glory. In our modern world of limitless information, easy access, and instant feedback 80% of the buying cycle will be in the hands of marketers by 2020. Learning how to deal with the shifts from the 10/90 sales and marketing mix to the new 80/20 marketing and sales mix takes a new set of foundations, fresh approaches to selling, and deeper understanding of the new consumer. Join Mathew as he walks us through the new tenets of sales and marketing, the new roles we must fill, and better practices for converting your department into the revenue machine of the future.
Where Is Your #DigitalGenius Hiding? Digital strategy in the age of digital m...Doyle Buehler
Where Is Your #DigitalGenius Hiding? Digital strategy in the age of digital marketing by Doyle Buehler
Doyle is a world authority on digital transformation, a best selling author, podcaster, teacher and entrepreneur. He has consulted, coached, taught and inspired many in the areas of digital leadership, online marketing, social selling, social media marketing & digital strategy.
Doyle plays at the intersections of entrepreneurship and digital innovation, and has spent the past 16 years in the business world with multiple businesses and startups from around the world. He positions these digital leaders to think in a clearer, logical, more strategic manner for evolving their business.
Doyle host’s an iTunes podcast, Breaking.Digital, where he interviews digital marketing influences from around the world, discussing digital strategy and branding for B2B & B2C, and is a judge on the 2019 “Canadian Marketing Association Awards” and the “Australian Web Industry Association Awards
What defines success in social media? How can you ensure success across different social media platforms, countries and cultures? This document sets out We Are Social's best practice guide to strategic social media marketing, outlining our 10 core steps to enduring brand engagement. It also contains an overview of our 8-step framework for planning powerful social media strategies. This version is fully updated, with the latest stats and thinking for 2014.
Our changing world: Four trends set to impact how we lead in the future. A presentation by Futurist Adam Jorlen for the Holos Group Real Leadership Program in Melbourne, Australia July 2012.
Americans spent 121 billion minutes on social media in the first part of 2012 alone. With so many new platforms popping up and masses of people young and old adopting social networking, what’s a time-strapped businessperson to do?
Stacey King Gordon from Suite Seven leads a workshop to help you thoughtfully evaluate how to develop a sustainable and successful social media strategy. The days of being everywhere and everything to everybody are over. The workshop will look at optimal uses for social media channels and lead you through exercises to evaluate and plan for develop a social media presence that supports brand awareness and business growth. We will also look at how to measure results and build a framework that lets you stay nimble and tweak your approach for the best results.
User Focused SEO - Malcolm Slade at Figaro Digital Marketing Summit Epiphany
Modern SEO is more user focused than ever with Google acting like just another user of your website with very specific needs and limitations. In October 2018, our Head of Technical SEO, Malcolm Slade, spoke at Figaro Digital’s Marketing Summit about user focused SEO, discussing how Google is changing its focus towards intent and how you can counter via a very user focused approach to your SEO.
The Importance Of Brand Building For Search - Malcolm Slade at Figaro Digital...Epiphany
The world of search is evolving faster than it ever has before thanks to AI, Machine Learning, improvements in mobile technology, and a matured user base. With search engines such as Google now focusing on things over strings, and human behaviour over proxy metrics, it’s time to look beyond keywords and links to see how more traditional marketing and brand building activity could be driving success online.
Storytelling and Integrated Marketing CommunicationsmStoner, Inc.
Storytelling is imperative if you want to build an enduring brand for your college or university.
The truth is, we could all be better at articulating who we are, what we’ve experienced, and why it matters. In order to tell better stories, institutions must first develop a true understanding of and empathy for target audiences, clarify brand messaging, and then develop staffing and skill sets to infuse storytelling into robust integrated marketing campaigns.
The digital space allows storytellers to immerse audiences even more fully in our stories with the opportunity to integrate and weave video, photography, user-generated content, and other rich media throughout the marketing campaign.
Are your readers at the heart of your institution’s story? Join mStoner and our branding partner BVK for the third webinar in our summer series. We’ll arm you with the knowledge you need — storytelling principles, concrete planning steps, and best-practice examples — to ensure storytelling is at the heart of your integrated marketing communication.
What You Will Learn:
How to develop an on-brand storytelling strategy
How to structure your stories
Traits of successful stories and how to measure impact
Ways to weave storytelling in your next integrated marketing campaign
Build your opportunities, build your future, build your dreams, by @AndreaTEdwards prepared for Primetime Singapore networking lunch, August 2016 #personalbranding #SocialCEO #socialmedia
Graduate Management Admission Council . Business 3.0 ConferenceJayant Murty
This talk delivered at the Intetnational GMAC Conference to Deans and heads of admission of MBA schools around the world seeks to examine what they can learn from brands across other industries. With MBA schools coping with declining admissions, strong overseas competition, disruption from MOOCs ( Massive Open Online Courses) and image parity across schools , there seems a dire need to disrupt and current model and embrace change with agility
Video killed the radio star, marketing in the infinite environment Mathew Sweezey
The iconic pop song of the 80’s explains the shift in marketing and sales perfectly. New technology killed the former king, and in todays age we have seen this play out in our sale and marketing roles. The former king of revenue generation for any business is now only 20% of their former glory. In our modern world of limitless information, easy access, and instant feedback 80% of the buying cycle will be in the hands of marketers by 2020. Learning how to deal with the shifts from the 10/90 sales and marketing mix to the new 80/20 marketing and sales mix takes a new set of foundations, fresh approaches to selling, and deeper understanding of the new consumer. Join Mathew as he walks us through the new tenets of sales and marketing, the new roles we must fill, and better practices for converting your department into the revenue machine of the future.
Where Is Your #DigitalGenius Hiding? Digital strategy in the age of digital m...Doyle Buehler
Where Is Your #DigitalGenius Hiding? Digital strategy in the age of digital marketing by Doyle Buehler
Doyle is a world authority on digital transformation, a best selling author, podcaster, teacher and entrepreneur. He has consulted, coached, taught and inspired many in the areas of digital leadership, online marketing, social selling, social media marketing & digital strategy.
Doyle plays at the intersections of entrepreneurship and digital innovation, and has spent the past 16 years in the business world with multiple businesses and startups from around the world. He positions these digital leaders to think in a clearer, logical, more strategic manner for evolving their business.
Doyle host’s an iTunes podcast, Breaking.Digital, where he interviews digital marketing influences from around the world, discussing digital strategy and branding for B2B & B2C, and is a judge on the 2019 “Canadian Marketing Association Awards” and the “Australian Web Industry Association Awards
What defines success in social media? How can you ensure success across different social media platforms, countries and cultures? This document sets out We Are Social's best practice guide to strategic social media marketing, outlining our 10 core steps to enduring brand engagement. It also contains an overview of our 8-step framework for planning powerful social media strategies. This version is fully updated, with the latest stats and thinking for 2014.
Our changing world: Four trends set to impact how we lead in the future. A presentation by Futurist Adam Jorlen for the Holos Group Real Leadership Program in Melbourne, Australia July 2012.
Americans spent 121 billion minutes on social media in the first part of 2012 alone. With so many new platforms popping up and masses of people young and old adopting social networking, what’s a time-strapped businessperson to do?
Stacey King Gordon from Suite Seven leads a workshop to help you thoughtfully evaluate how to develop a sustainable and successful social media strategy. The days of being everywhere and everything to everybody are over. The workshop will look at optimal uses for social media channels and lead you through exercises to evaluate and plan for develop a social media presence that supports brand awareness and business growth. We will also look at how to measure results and build a framework that lets you stay nimble and tweak your approach for the best results.
User Focused SEO - Malcolm Slade at Figaro Digital Marketing Summit Epiphany
Modern SEO is more user focused than ever with Google acting like just another user of your website with very specific needs and limitations. In October 2018, our Head of Technical SEO, Malcolm Slade, spoke at Figaro Digital’s Marketing Summit about user focused SEO, discussing how Google is changing its focus towards intent and how you can counter via a very user focused approach to your SEO.
The Importance Of Brand Building For Search - Malcolm Slade at Figaro Digital...Epiphany
The world of search is evolving faster than it ever has before thanks to AI, Machine Learning, improvements in mobile technology, and a matured user base. With search engines such as Google now focusing on things over strings, and human behaviour over proxy metrics, it’s time to look beyond keywords and links to see how more traditional marketing and brand building activity could be driving success online.
Brand: The Only Future Ranking Factor - Malcolm Slade speaking at Leeds Loves...Epiphany
Malcolm has been working in search since 2005, when he joined Epiphany as the first employee. His expertise is problem solving which lends itself very well to his role as Head of Technical SEO. Malcolm likes to think of himself as an “approachable nerd”, able to talk equally well to normal people and technical nerds like him.
Talk Synopsis: You have implemented best practice, created great content and achieved some awesome links. Welcome to Page 2! In this talk we will look at the concept of Brand and how Google is likely to be using it to ensure Page 1 is the best it can be.
Brand: The Only Future Ranking Factor - Malcolm Slade speaking at Brighton SEOEpiphany
Malcolm’s presentation, Brand: The Only Future Ranking Factor, revisits research he carried out back in 2012 to see if he was right about the importance of brand signals in SEO and the influence brand power has in affecting rankings.
Additionally, Malcolm also discussed what the state of play for SEO looks like in 2017, and the potential opportunities that will drive search success in the near future.
MWL - Moment Marketing- Tom Salmon, EpiphanyEpiphany
Moment Marketing. Ten actionable insights for 2017. For more information regarding this presentation please get in touch at hello@epiphanysearch.co.uk or call on 0800 019 9727
Moment Marketing: 10 Actionable Insights for 2017 - Tom Salmon at Marketing W...Epiphany
Epiphany MD, Tom Salmon, presents in the Marketing Transformation theatre at Marketing Week Live 2017.
Tom's presentation covers why being there in the moment matters so much, and gives 10 actionable tips for marketing success this year.
Tom explores consumer behaviour, new technologies, and what they mean for multi-channel marketers interested in search, content and programmatic advertising.
Epiphany was founded as a search specialist in 2005. Over the years we’ve helped to set a benchmark for search excellence in the UK and have supported a broad range of clients to benefit from new technologies in consumer search, expand into international markets and to out-compete their peers online.
Epiphany was founded as a search specialist in 2005. Over the years we’ve helped to set a benchmark for search excellence in the UK and have supported a broad range of clients to benefit from new technologies in consumer search, expand into international markets and to out-compete their peers online.
Mobile Marketing Magazine Travel and Tourism SummitEpiphany
Marketers understand that mobile is an important part of the customer journey. But how do you prove it to the rest of the business to demonstrate the case for investment? Tom Salmon outlined some starting points during a short presentation at Mobile Marketing Magazine's Travel and Tourism Summit, held in London on 4th June 2015.
On 3rd March 2012 our Senior SEO Analyst Malcolm Slade made his full session speaking debut at Think Visibility 7. Malcolm spoke about the importance of brands, and behaving like a brand, in search.
A review of the growth of the Israel Genealogy Research Association Database Collection for the last 12 months. Our collection is now passed the 3 million mark and still growing. See which archives have contributed the most. See the different types of records we have, and which years have had records added. You can also see what we have for the future.
Executive Directors Chat Leveraging AI for Diversity, Equity, and InclusionTechSoup
Let’s explore the intersection of technology and equity in the final session of our DEI series. Discover how AI tools, like ChatGPT, can be used to support and enhance your nonprofit's DEI initiatives. Participants will gain insights into practical AI applications and get tips for leveraging technology to advance their DEI goals.
Model Attribute Check Company Auto PropertyCeline George
In Odoo, the multi-company feature allows you to manage multiple companies within a single Odoo database instance. Each company can have its own configurations while still sharing common resources such as products, customers, and suppliers.
This slide is special for master students (MIBS & MIFB) in UUM. Also useful for readers who are interested in the topic of contemporary Islamic banking.
Operation “Blue Star” is the only event in the history of Independent India where the state went into war with its own people. Even after about 40 years it is not clear if it was culmination of states anger over people of the region, a political game of power or start of dictatorial chapter in the democratic setup.
The people of Punjab felt alienated from main stream due to denial of their just demands during a long democratic struggle since independence. As it happen all over the word, it led to militant struggle with great loss of lives of military, police and civilian personnel. Killing of Indira Gandhi and massacre of innocent Sikhs in Delhi and other India cities was also associated with this movement.
Safalta Digital marketing institute in Noida, provide complete applications that encompass a huge range of virtual advertising and marketing additives, which includes search engine optimization, virtual communication advertising, pay-per-click on marketing, content material advertising, internet analytics, and greater. These university courses are designed for students who possess a comprehensive understanding of virtual marketing strategies and attributes.Safalta Digital Marketing Institute in Noida is a first choice for young individuals or students who are looking to start their careers in the field of digital advertising. The institute gives specialized courses designed and certification.
for beginners, providing thorough training in areas such as SEO, digital communication marketing, and PPC training in Noida. After finishing the program, students receive the certifications recognised by top different universitie, setting a strong foundation for a successful career in digital marketing.
Macroeconomics- Movie Location
This will be used as part of your Personal Professional Portfolio once graded.
Objective:
Prepare a presentation or a paper using research, basic comparative analysis, data organization and application of economic information. You will make an informed assessment of an economic climate outside of the United States to accomplish an entertainment industry objective.
Synthetic Fiber Construction in lab .pptxPavel ( NSTU)
Synthetic fiber production is a fascinating and complex field that blends chemistry, engineering, and environmental science. By understanding these aspects, students can gain a comprehensive view of synthetic fiber production, its impact on society and the environment, and the potential for future innovations. Synthetic fibers play a crucial role in modern society, impacting various aspects of daily life, industry, and the environment. ynthetic fibers are integral to modern life, offering a range of benefits from cost-effectiveness and versatility to innovative applications and performance characteristics. While they pose environmental challenges, ongoing research and development aim to create more sustainable and eco-friendly alternatives. Understanding the importance of synthetic fibers helps in appreciating their role in the economy, industry, and daily life, while also emphasizing the need for sustainable practices and innovation.
A Strategic Approach: GenAI in EducationPeter Windle
Artificial Intelligence (AI) technologies such as Generative AI, Image Generators and Large Language Models have had a dramatic impact on teaching, learning and assessment over the past 18 months. The most immediate threat AI posed was to Academic Integrity with Higher Education Institutes (HEIs) focusing their efforts on combating the use of GenAI in assessment. Guidelines were developed for staff and students, policies put in place too. Innovative educators have forged paths in the use of Generative AI for teaching, learning and assessments leading to pockets of transformation springing up across HEIs, often with little or no top-down guidance, support or direction.
This Gasta posits a strategic approach to integrating AI into HEIs to prepare staff, students and the curriculum for an evolving world and workplace. We will highlight the advantages of working with these technologies beyond the realm of teaching, learning and assessment by considering prompt engineering skills, industry impact, curriculum changes, and the need for staff upskilling. In contrast, not engaging strategically with Generative AI poses risks, including falling behind peers, missed opportunities and failing to ensure our graduates remain employable. The rapid evolution of AI technologies necessitates a proactive and strategic approach if we are to remain relevant.
3. the death of the big idea…
“We don’t just live in a VUCA world - a volatile, uncertain, ambiguous
and complex world - we live in a super VUCA world. We live in a vibrant
world where our kids are connecting to each other and to brands across
the world with no money involved. To us this is a world that’s gone crazy.
“Strategy is dead. Who really knows that is going to happen anymore in
this super VUCA world? The more time and money you spend devising
strategies the more time you are giving you rivals to start eating your
lunch.
“Management is dead. To win today you need a culture and an
environment where the unreasonable power of creativity thrives. Ideas
are today’s currency not strategy. Martin Luther King did not say ‘I have a
vision statement’ did he? He had a dream. You have to make sure you
have dreams and your brand also needs a dream.”
Kevin Roberts, CEO of Saatchi & Saatchi Worldwide
4. marketing has changed (slightly)
• new platforms
• quick media
• social web
• communications
• content management
•
•
mobile
search
so much to
•
•
design
data
remember…
• multichannel
• CRM
• analytics
• Data, data, data!
• and on and on and on
5. your brand is the space you occupy in
someone else's head
You’ll be able to find this presentation on Twitter if you search for @tominleeds.First of all I think its important to say that David’s point there about segmentation in HE marketing will probably be one of the biggest take aways that Unions can take from this conference. University’s target segments are crucial for Unions to understand as they could bring a huge change in the way that Unions need to provide services and attract engagement according to the type of students that the institution is marketing to – there is already an element of this at work but if University’s successfully start to market themselves in specific segments we could really see a more radical localisation element in terms of Union provision.And that leads me in to what I’d like to talk with you about…
So please turn your phones on and tweet using the conference hashtag.
The death of the big idea and the rise of the constant conversation.I’ve broken every rule of presentations within my first slide!Now, Kevin was looking for a reaction when he said all of this. That’s what Saatchi do after all. I don’t think that these ideas should be taken without a pinch of salt – someone even said in response to his talk ‘doesn’t Kevin Roberts know that saying that things are dead is dead?’But there are some good ideas in here – things move quickly, as a marketer or brand owner you’re not guaranteed to be in control anymore and that means that good marketing strategy is now about enablement rather than control. Its about helping people to have conversations rather than trying to out shout your competitors. And that’s a shift for traditional marketers. And I think it’s a shift that student union marketers can really use to their advantage to grow their influence on campus. Because if there is one forum for the student voice on campus, it’s the Union.Good marketing is now about developing an honest proposition for the right audience, developing ways of speaking with people, reasons for people to talk about you. top down marketing doesn’t work that well anymore – its too easy to spot.people are knowledgable, niche, the can get access to data, to compare and find out what other people think.
just some of the things that need to be in your head as a contemporary marketer… for you as marketers in students unions but also for your colleagues in the university who (frankly) are scared out of their minds at the moment!New platforms, changing market place, demanding academics, demanding councils… this is a hugely challenging time for HE marketers. I’m not going to go into detail about any of those things on the list, we’re going to keep this broad.
Lets just use this as our model today for understanding marketing and its impact on brand. John Hegarty…
This is a big opportunity that I’d like to explore in this session.Massive change in the sector. Massive change in the sector alongside a challenging employment market is leading many people to concentrate on a very important, but potentially limiting topic – employability.Massive change in the tools and data that is available to marketers…New media and the social web, very few university’s using social (and by social I mean a whole plethora of platforms that allow people to share their ideas and content online – not just Facebook, Twitter and YouTube!) But lots of Unions are, but with very little investment. And that’s because unions are involved in the conversation, they are the home of a lot of the conversation and they’re trusted within that conversation (by current students) that sometimes a university isn’t.
This is something that we cannot forget as marketers working in HE. Not an experience limited to success in the job market (which you could actually argue was broken in and of itself). What kind of job market are we creating graduates for?Transformation is a key asset to HE marketers and a lot of the time it’s the students’ union who is the lead player in that.Emotion is really important to remember.
So I’d like to show you a few pieces to get the ball rolling…
When you work at a University, but specifically in a good Union you are surrounded by emotion.As we saw from the LGBT video that Leeds produced, which was filmed by a very talented intern called Ollie, to an extent all you have to do is point a camera at it and find the emotional angle. You know what that stuff feels like – you see it every day in the union! And that means that you are probably the best people on campus to be telling the story about what its like at the university of x, y and z.
University’s aren’t famous for their nimble communications or digital PR – exactly the kind of skills you need in this changing landscape of people’s interactions with brands. But, and there’s a big sweeping statement coming here, I’d suggest that students’ unions can help here. And that’s because Unions are governed by people who understand what its like being a student. Steve Smith made that point in his welcome speech this morning.You are, in many ways, the resource that University’s lack. The compelling voice of the customer. You are the jewel in the crown – a way of the university showing its prospective students, what current students are up to. Showing prospective students how students are co-creators in their own education.And that means that your strategy could be to enable conversations with your members, lots of smaller interactions. Your staff are enthusiastic (I hope!), they believe and care about the student experience and they are in far more contact with students than your colleagues in the university marketing department who are more likely to be seeding a press release about a piece of research than listening to their consumers. A friend of mine is a marketing director at an HE instituion and she makes it quite clear that when she arrived in post she inherited a strategy (and to some extent still works to this strategy) that focused on student recruitment and alumni relations.Because the University’s brand is no longer about what it is saying about itself – its about what people are saying about it. And that applies not only in the realm of student recruitment but also in terms of what students are doing in the local community, what value the university plays in its local area and what value there is for a university’s alumni to give back to its community.New media and the social web, very few university’s using social (and by social I mean a whole plethora of platforms that allow people to share their ideas and content online – not just Facebook, Twitter and YouTube!) But lots of Unions are, but with very little investment. And that’s because unions are involved in the conversation, they are the home of a lot of the conversation and they’re trusted within that conversation (by current students) that sometimes a university isn’t.
This goes back to what Kevin said at the IoD conference right back at the beginning.This is about connecting with people, rather than swinging big ideas around your head.So what would that mean?Creating a structure that helps everyone share your messagePlatformsRelationshipsStaff trainingMarketing collateralBrand guidelinesSocial media usage policies50, 100, 250 word descriptions of your organisation
Finding shared visionsMarketing teamAlumni teamStudent recruitment teamPR and communications teamInternational teamWelfare teamWhat does the future look like?
Reward brilliancePromote those who promote youReward staff Use the talent that is around youPromote brilliant ideas (even when they’re not your own)
We’re after a distinctive, honest voice here so you’re not trying to reinvent something – you’re shining a light on the things that are already there and providing a platform for people
And finally, like we saw in the videos none of this means a thing if it is poorly executed. And it is the execution of the idea that is the most important stage.Be honest and connect with the emotions that are all around you – they’re the biggest help you’ve got in telling your story.