Case StudyREBRANDING THE DRIVING FORCE BEHIND THE UK’S BEST STUDENT EXPERIENCE

the skills and experience to help you build, design and manage your brandwww.rebeccabattman.com

TIME OF

YOUR LIFE“We went into the project having had no, or very little, real brand and strategic thinking experience, and the steep learning curve challenged us to look at ourselves differently. The project actually taught me more about my organisation than I probably would have learned without it.” LSU Brand Team Member

A STEP CHANGE FORLOUGHBOROUGH STUDENTS’ UNION

£9000 per annum tuition fees changes everything. With expectations higher than ever, Loughborough Students’ Union (LSU) recognised a need for a step change - to redefine their role and remit, to create a strategic brand platform for the future and to deliver better value for today’s and tomorrow’s students.

As the ultimate social enterprise, run by and for its members, it was an imperative for LSU that their elected student officers were thoroughly involved throughout the process, helping to drive a Strategic Brand Review of the organisation.

The LSU Brand team, formed to select and work in partnership with the selected agency, chose Rebecca for her clear process and approach to involving and coaching student officers, as well as her demonstrated understanding of the strategic opportunity and their vision from the word go.

The driving force behind the UK’s best student experience, Loughborough Students’ Union is challenging and inspiring student members to make the most of their time at University, enhancing their skills and shaping their future.

the skills and experience to help you build, design and manage your brandwww.rebeccabattman.com

“Rebecca worked as a project leader developing our in-house team, including elected student officers, working jointly with her great creative staff to deliver a result we and our members are delighted with. She found our essence and matched our values with remarkable speed and insight. She has helped us gain a deep understanding of our brand and the brand process. We picked her because we wanted challenge and insight and we got both.”

Andy Parsons, General Manager, LSU

Case Study

CREATING A STRATEGIC BRAND PLATFORM

Consistently rated as one of the best Students’ Unions in the UK, by the National Student Survey (NSS), LSU knew they were already delivering a valued experience.

However, in LSU’s own words, the Union strategy had reached its sell by date. In a new world of £9000 per annum fees, the Union team knew they needed to be more ambitious and strategic, presenting a bolder, more consistent image and developing their services to keep engagement levels high and to deliver better value in a changed marketplace.

Coaching the LSU Brand team through each stage, RBL re-examined recent research and conducted a series of workshops with the LSU Brand team, Trustees, members of the Union Council and a wide selection of Union staff to gauge current opinion of the complete Union offer.

This evaluation highlighted the need for a more proactive approach, tighter control over core messages and clearer defined goals translated and coordinated across all departments, to enable staff and students to better understand and engage with LSU’s key values and principles.

Following a benchmarking exercise against other leading Students’ Unions, an audit of key membership organisations, and an in-depth identity audit of all communications and channels, it became clear LSU was not only better than they looked but they had very

bold aspirations for how they wanted their organisation to be seen.

With the findings of the Current State Audit laying the groundwork, a workshop with a selection of key stakeholders challenged LSU to debate and define the future of their organisation, shaping an articulation of the LSU strategy that is centred around the structured, member-focused service areas of Time of Your Life, More than Your Course, Always on Your Side and 7 key beliefs that are at the heart of everything LSU does.

This Brand Proposition defined 5 student ‘tribes’ of distinct values and personalities and a clear assessment of all customers and stakeholders, creating a platform from which LSU can tailor their communications to extend and increase participation, bringing different stakeholders, both student and external groups, closer to their Union centre.

PRESENTING A BOLDER, MORE CONSISTENT IMAGE

LSU’s brand identity had developed organically over time and was a visual jungle of sub- brands and logos. With the Brand Proposition acting as a brief for creative development, RBL set about to bring to life the distinctive Loughborough spirit.

Taking lessons learned from other membership-focused brands, a bold new look and feel has equipped LSU to own the role that they have been fulfilling for years, as the driving force behind the UK’s best student experience.

RBL have gone on to support the delivery of a core suite of communications materials, including taking a fresh approach to the Union membership pack, launching the revitalised brand to the next generation of Loughborough students.

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DID YOU KNOW?

LOUGHBOROUGH HAS WON BUCS SPORTS CHAMPIONSHIPS FOR THE LAST 33 YEARS

LSU MAKES NO PROFITANY MONEY TAKEN GOES BACK INTO IMPROVING THE UNION

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CONNECT WITH US:

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Come down and check out all that your Union membership has to offer! You can get involved in Media, Societies, Rag, Action, Associations, Campaigns and much more...

UNIONBAZAAR2013 SUNDAY 6TH OCTOBER

11am - 5pmat Loughborough Students’ Union

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Experience the best of Loughborough Students’ Sport all in one place. With live presentations and people on hand to answer all your questions, deciding which Athletic Union club or sport you want to take part in will be a joy.

SPORTBAZAAR2013STUDENT

SATURDAY 5TH OCTOBER10am - 4pmSUNDAY 6TH OCTOBER10am - 4pm

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OURMISSION STATEMENT

WE CHALLENGE AND INSPIRE OUR STUDENT MEMBERS TO MAKE THE MOST OF THEIR TIME AT UNIVERSITY AND COLLEGE, ENHANCING THEIR SKILLS AND SHAPING THEIR FUTURE.

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WELCOMETO LOUGHBOROUGH

STUDENTS’ UNION

MEMBERSHIP

GUIDE2013

lsu.co.uk

Office 01926 678368 Mobile 07785 771547

rebecca.battman@mac.com www.rebeccabattman.com

17 Chapel Court 17 Portland Street Leamington Spa CV32 5EW

REBECCA BATTMAN THE SKILLS AND EXPERIENCE TO HELP YOUBUILD, DESIGN AND MANAGE YOUR BRAND

MDes RCA

A much needed decluttering of pages and re-skin of the Union’s website has bolstered the brand’s online presence ahead of a brand new website, due to be launched in 2014.

Literal BIG thinking for the Union’s interior and exterior image has tranformed the Union building. Large-scale, asserting digital wallpapers, 3D features and impactful signage are inspiring visitors to get involved and make the most of their time at the University.

LSU’s distinctive look is helping the team to establish a consistent identity across all

communications and sub-brand groups, and to stand out and confidently engage in a more competitive world.

A STEP CHANGE

Operating within a complex governance structure threw up some distinct challenges, as the Brand Proposition and identity had to be put through a series of staff and student focus groups for buy in, before being presented to and signed off by the Board of Trustees and Union Council, with rounds of development taking place at each turn.

This diligent process of review by all key stakeholders has resulted in a tightened offer that is wholeheartedly embraced by, and presents the voice of, the Union.

Facilitating and coaching the team through each stage, RBL has helped LSU develop a more ambitious strategy that brings together a highly successful commercial operation with deeply committed student development services.

The process has instilled a more strategic outlook and a new found confidence within the LSU team. They are now developing their services, particularly the weaker areas highlighted by the process, working towards achieving their ultimate goal to ‘be the best’ in everything they do.

Equipped with a refined, value-adding offer and a strong vision for the future, LSU have the tools to drive forward, ensuring thousands of students continue to buy in to the culture that is ‘Loughborough ‘Til We Die’.

www.lsu.co.uk