The document outlines the marketing strategy and campaign for expanding the number of affiliate universities for the Undergraduate Awards program. Key aspects of the strategy include: - Targeting 500 universities globally through online brochures, videos, and webinars. - Expanding engagement in regions like Australia/NZ, Europe, North America, South America, and Africa. - Contacting key personnel at universities like admissions, research, and careers offices. - Implementing an online advertising campaign using videos, websites, emails, and webinars to promote benefits to universities. - Projecting signing up 80 new affiliate universities by February 2015 through the campaign.

1. 1
• Global Campaign- Marketing material
delivered to 500 universities via online
brochures and video presentation
• Design and implemented new system for
online presentation ‘webinars’ for
prospective universities
• Assist in revision of 2014/15 marketing
material and update of online content
(website, FB, LinkedIn, Twitter, etc.)
• Database developed with ranking system-
identifying actions required for each
institution
• Contacts database maintained and
expanded- ranking system implemented
International Engagement Executive – Progress Update Dec 2014
• Maintaining existing relationships
• Further International Expansion gained
• Number of Affiliate Universities has grown
from 102 to 130, projected 300 by 2016
• Overall Value Added through fee
introduction
• Introduction of tiered fee system
• New Jurisdictions: New Zealand, Africa
• New Corporate Sponsors secured

2. 2
International Engagement Executive – Online Strategy: University Targets
Who will we target?
A revision of all universities listed in the Higher Education Ranking database will provide an initial list
of all universities to be contacted. These will be added to the UA database and ranked based on
current level of engagement, if any.
Online, non campus-based academic institutions should form part
of this campaign.
Regions to be further expanded:
• Australia/New Zealand
• Europe
• North America
• Asia
New Regions to be targeted:
• South America
• Africa
Recommendation: consideration should be given to the translation of at least one webpage/online brochure into
Spanish in order to improve engagement opportunities within Central-South America/Spain.

3. 3
International Engagement Executive – Online Strategy: University Contacts
Who will we contact?
Most universities have a number of potential contact points within their campus- it is likely that for any
given institution a number of campus personnel should be contacted simultaneously.
Departments and Key Personnel to be targeted within each institution:
• Admissions Office
• Enterprise and Partnerships Office
• Campus Companies
• Innovation Academy
• Dean of Research
• Academic Services Division
• Careers Advisory Services
• Communications and Marketing Directorate

4. 4
Projection of number of universities to
become Affiliates due to online
campaign:
New Affiliate Universities to be signed up
directly from online campaign: 80
• Australia/New Zealand: 10
• Europe: 10
• North America: 10
• South America: 20
• Africa: 15
• Asia: 15
Timeline: September-February 2014
Fee deadlines introduced in order to
encourage participation early in academic
year
International Engagement Executive – Online Advertising Campaign Strategy

5. 5
Online Advertising Campaign Strategy
Online Campaign Key Message?
The Target Audience is the Universities themselves and the key contacts within them. Message should
be clear, concise and have a strong focus on the following:
• About the Undergraduate Awards: In a nutshell- who we are, what we do
– The world’s only pan-discipline academic awards programme that identifies leading creative thinkers through their
undergraduate coursework.
• What we offer students: support, networking, participation in Global Summit, recognition
• What we offer Academic Institutions: exposure to target audience, global recognition, access to
the best students worldwide (identify needs)
• What we are hoping to achieve: Engagement with Universities, Affiliate memberships, on-campus
promotion and student participation
• How institutions can be involved- message is its easy, and low-cost and fast. Benefits are far-
reaching and outweigh the costs! (identify gains)

6. 6
Online Advertising Campaign Strategy
Delivery?
Again: The Target Audience for this campaign are the Universities and the key contacts within them.
Campaign will focus on directing the target audience to the www.undergarduateawards.com website,
and the Get Involved pages will be built upon to facilitate more information and to outline the benefits
 Short promotional video (1-2 min) to accompany the campaign: effective and target reaching
 Search Engine Optimization
 Social Media (selected for target audience, i.e. not students): LinkedIn, Facebook, Twitter,
YouTube
 Websites: Online sources such as Open University website, local corporate websites
 Email Marketing to carefully selected key people (personalized if possible) to include video etc.
 Organize ‘webinar’ that interested parties can log in to and receive an online presentation (10
mins) of the UA and benefits of becoming Affiliate Universities.
 A parallel campaign could be run targeted at students, making the UA appear to be a global
competition with the ‘if your university is not yet an Affiliate- be proactive and get your university to
join’

7. 7
Campaign Timeline
• Timeline: September-February 2014
• September: Design Campaign and decide
on communication methods
• End Sept/October: Initial delivery timed to
coincide with commencement of term
(through not first week)
• November: Advertise Global Summit to be
added to message, affiliate universities
begin to sign up
• December: Follow-up with Universities who
have not yet responded
• January: Campaign message to note fee
deadline (to avail of lower fees)
• February: Final targeted Universities sign up
Online Advertising Campaign Strategy

8. 8
New York University – Partnership Opportunity & Marketing Program
Our Partner’s contribution and support of the UA is integral to the long-term success and global reach of
the awards program
Partner Benefits UA Provides
Mutually beneficial and sustainable partnership opportunity. Be a part of a fast-growing movement with an international
presence along with other prestigious universities
Access to potential future postgraduates Student contact opportunities, interview facilitation
Strategic opportunities to reach your target audience,
achieve a high level of visibility and meet your marketing
objectives
Sustained promotion of the University’s Global Profile
Increased online presence on all UA marketing material
(website, Facebook, LinkedIn, Twitter, etc.). 2-page
advertisement in the annual journal
The promise of the increasingly global reach of the UA Number of affiliate universities set to increase to 300 by 2016
Participation in the annual Global Summit event
Booth at the awards event for representatives of the University
(premium space at discounted rate)
International networking opportunities with other participating
Affiliate and Partner Universities
University connections through participation at the UA Global
Summit
Facilitation of exchange programs, use of shared technology
across institutions
Academic Benefits Participation on the UA Academic Advisory Board

9. 9
Our comprehensive programs are designed to
enhance your profile through diverse marketing
initiatives.
 Tiered Partnership opportunities based on
level of engagement:
• Diamond Level Partnership: €8000
– Includes Global Summit booth and advertising
– Premium online marketing package
– Includes advertisement in Journal (2 page)
• Platinum Level Partnership: €6000
– Includes advertisement in Journal (1 page)
– Moderate online visibility package
• Gold Level Partnership: €5000
– Basic online marketing package
UA Partnership Opportunities
For more information on the benefits of
becoming a University Awards Partner, or
for questions regarding the Sponsorship
and Marketing Program, please contact:
Hilary Clarke
International Engagement Executive,
Undergraduate Awards
Hilary@undergraduateawards.com
T: +353 1 5431286