teesside university presentation
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“Teesside University needs to continually improve its position in the competitive HE marketplace. From a marketing perspective, identify the critical issues and outline your approach to this requirement.”
Jason Yip 24/09/2010
24/09/2010 Jason Yip | Vacancy: Marketing Manger
The Critical Issues
24/09/2010 Jason Yip | Vacancy: Marketing Manger
The Critical Issues
Issues
Negative Perceptions
Ways to Tackle:
Campaign Activity
24/09/2010 Jason Yip | Vacancy: Marketing Manger
My Approach Destination Image Campaign
An image campaign aimed at challenging perceptions of Middlesbrough/Teesside University Campaign Synopsis
Challenges Destination Perceptions Partnering Opportunities
Tees Valley Unlimited Tees Valley Regeneration Tees Valley Tourism Tees Valley LEP
Can target a wide or specific audience depending on the image/message shown i.e. surfing for undergraduates Works across media channels – online and offline
24/09/2010 Jason Yip | Vacancy: Marketing Manger
My Approach Destination Image Campaign
24/09/2010 Jason Yip | Vacancy: Marketing Manger
My Approach Destination Image Campaign
24/09/2010 Jason Yip | Vacancy: Marketing Manger
My Approach Destination Image Campaign
24/09/2010 Jason Yip | Vacancy: Marketing Manger
My Approach Destination Image Campaign
24/09/2010 Jason Yip | Vacancy: Marketing Manger
The Critical Issues
Issues
Negative Perceptions
Lack of Awareness
Ways to Tackle:
Campaign Activity
Market Research
24/09/2010 Jason Yip | Vacancy: Marketing Manger
My Approach ‘Made By Teesside’ Campaign
A campaign that uses students to contribute to the advertising activity and marketing collateral:
Copy writing – Marketing Students Design & Artworking – Design Students Visualisation – 3D/Visualisation Students Media Buying – Business/Marketing Students Campaign Site – Web Dev Students Social Media – Student Led Crowd Sourcing – All Students
Campaign Synopsis Strong student focus Highlights
Career Opportunities Promotes Aspiration
Social Media Focus encourage participation Strong PR Angle Brave and dynamic ‘Made By Teesside’ can be applied to all marketing activity A Campaign Website/Section will profile the students involved in ‘Made By Teesside’
24/09/2010 Jason Yip | Vacancy: Marketing Manger
My Approach ‘Made By Teesside’ Campaign
Janet Brown
Visualisation
Student –
Designed this
Product
Design
Sarah Smith
Business
Student –
Sourced the
Manufacturer
Campaign identity +
Call to Action
24/09/2010 Jason Yip | Vacancy: Marketing Manger
My Approach ‘Made By Teesside’ Campaign
Janet Brown
Marketing
Student –
Wrote this
Copy
Tanya Rice
Design
Student –
Designed
this Poster
24/09/2010 Jason Yip | Vacancy: Marketing Manger
My Approach – Tackling the Issues Market Research / Strategy
Market Research Current Position Business Analysis Competitors Audience Decision Making Process
Maximise existing channels Existing students #27,954 Alumni Network University Enterprises
13 Strides
Key Partners / Affiliates Regional Schools, Colleges & 6th Forms UCAS
Where Advantageous Use University Enterprises & student skill base Assess ROI and refine collateral, channels and messages
24/09/2010 Jason Yip | Vacancy: Marketing Manger
The Critical Issues
Issues
Negative Perceptions
Lack of Awareness
Increasing Competition
Ways to Tackle:
Campaign Activity
Market Research
Effective Media Buying
24/09/2010 Jason Yip | Vacancy: Marketing Manger
My Approach – Tackling the Issues DELIVERY
Media Buying Target niche publications with relevant key messages and products (part-time courses)
Target online space where related discussions are occurring
Professional Networks
Undergraduate Online Resources www.push.co.uk
www.thestudentroom.co.uk
24/09/2010 Jason Yip | Vacancy: Marketing Manger
The Critical Issues
Issues
Negative Perceptions
Lack of Awareness
Increasing Competition
Devaluing of Education
Ways to Tackle:
Campaign Activity
Market Research
Effective Media Buying
Using Ambassadors
24/09/2010 Jason Yip | Vacancy: Marketing Manger
My Approach Ambassador Campaign
Use high-profile ambassadors to highlight the key association with the University and promote positive experiences
opera singer Suzannah Clarke; Marek Reichman, Design Director for Aston Martin; Deborah Dyer (singer, Skin); Roger Shannon, Cannes award-winning film producer.
Campaign Synopsis Targeted Niche Advertising Highlights Career Progression Opportunities Enhances Image and Improves Perception Different ‘Teesside Stars’ would appeal to different market segments Online and Offline opportunities
Twitter Campaign
24/09/2010 Jason Yip | Vacancy: Marketing Manger
My Approach Ambassador Campaign
“Studying at Teesside
University was the
Stepping stone in
my career”
24/09/2010 Jason Yip | Vacancy: Marketing Manger
The Critical Issues
Issues
Negative Perceptions
Lack of Awareness
Increasing Competition
Devaluing of Education
Political and Economic Factors
Ways to Tackle:
Image Campaign
Market Research
Effective Media Buying
Use Ambassadors
React to Change
24/09/2010 Jason Yip | Vacancy: Marketing Manger
My Approach Change Your Career CAMPAIGN
A campaign aimed at highlighting the opportunities for changing your career through HE at Teesside Campaign Synopsis
Use ‘interesting’ courses and job prospects to highlight new career opportunities
Games Level Designer Crime Scene Investigator
Economical Relevant (Jobs Cuts & Losses) Chorus Public Sector Cuts
Use of ‘quirky’ / ‘striking photography i.e Teesside Uni Crimelab / Crime scenes Opportunity for Viral Marketing Opportunities
Interactive Course Chooser
24/09/2010 Jason Yip | Vacancy: Marketing Manger
Questions Thank You - Questions
24/09/2010 Jason Yip | Vacancy: Marketing Manger
My Approach – Tackling the Issues STRATEGY
Market Research Current Position Business Analysis Competitors Audience Decision Making Process
Maximise existing channels Existing students #27,954 Alumni Network University Enterprises
13 Strides
Key Partners / Affiliates Regional Schools, Colleges & 6th Forms UCAS
Assess ROI and refine collateral, channels and messages
24/09/2010 Jason Yip | Vacancy: Marketing Manger
My Approach ‘Made By Teesside’ Campaign
A campaign that uses students to contribute to the advertising activity and marketing collateral:
Copy writing – Marketing Students Design & Artworking – Design Students Visualisation – 3D/Visualisation Students Media Buying – Business/Marketing Students Campaign Site – Web Dev Students Social Media – Student Led Crowd Sourcing – All Students
Campaign Synopsis Strong student focus Highlights
Career Opportunities Promotes Aspiration
Social Media Focus encourage participation Strong PR Angle Brave and dynamic ‘Made By Teesside’ can be applied to all marketing activity A Campaign Website/Section will profile the students involved in ‘Made By Teesside’
24/09/2010 Jason Yip | Vacancy: Marketing Manger
My Approach ‘Made By Teesside’ Campaign
Janet Brown
Visualisation
Student –
Designed this
Product
Design
Sarah Smith
Business
Student –
Sourced the
Manufacturer
Campaign identity +
Call to Action
24/09/2010 Jason Yip | Vacancy: Marketing Manger
My Approach ‘Made By Teesside’ Campaign
Janet Brown
Marketing
Student –
Wrote this
Copy
Tanya Rice
Design
Student –
Designed
this Poster
24/09/2010 Jason Yip | Vacancy: Marketing Manger
Tackling These Issues In Detail
24/09/2010 Jason Yip | Vacancy: Marketing Manger
Example Marketing Campaigns
24/09/2010 Jason Yip | Vacancy: Marketing Manger
Delivery / Tactics
24/09/2010 Jason Yip | Vacancy: Marketing Manger
My Approach – Tackling the Issues DELIVERY
E-Marketing / Online Activity Data capture opportunities and EDM activity Web/Online
Online Videos – annotate and hyperlink to more content Incorporate Social Bookmarking
Personalisation – IP detection on website Translation Personalised Content
Showcase outstanding student work Encourage student bogging and ‘Tweeting’ Get an Authorised Twitter Account Use Location Based Web Services
Gowalla FourSquare 24hr Campus Tours Tips for Alumni Encourage ‘Freshers’ to Explore Infuse the Universities Culture Beyond Campus
24/09/2010 Jason Yip | Vacancy: Marketing Manger
My Approach – Tackling the Issues DELIVERY
Explore New Technologies Internet Explorer 9 Web applications Mobile Applications
Mobile Friendly Site iPhone App/ Online Widget
Maps Directory Courses Athletics Radio Videos Emergency Information Library Augmented Reality
iTunes University – distribution of course information Course Chooser Web Application Personalised Print / Print on Demand Teesside University Web Widget
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