successful branding in higher education · 2015-01-08 · successful branding in higher education...

www.discoveringfutures.com

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SUCCESSFUL BRANDING IN HIGHER EDUCATIONHOW TO BUILD A BRAND THAT CREATES SUSTAINABLECOMPETITIVE ADVANTAGE

A one-day conference for marketing and communication professionalsin higher education

23 April 2009, LSE Bankside House, London SE1

"We are no doubt in the Great Age of the Brand.”Tom Peters, business writer and consultant

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WHY BRAND?

As competition intensifies in the higher education sector, branding has become an essential component of universities' marketing strategies.

A successful brand is an invaluable asset in the recruitmentand retention of students – and forward-lookinginstitutions recognise its vast potential in creating acompetitive advantage in a crowded market place.

Put simply, it could mean the difference between survivaland failure.

Most of us know that this task involves far more thansimply redesigning visual identities: effective brandingcannot rely on image alone. A successful and sustainablebrand is built by ensuring that your university has a uniqueand distinctive image – one that arouses a positiveemotional attachment while meeting the needs of its keystakeholders. A successful brand can only be created if theproduct or services are good – a mismatch between imageand reality will mean your brand will ultimately fail.

Ideally, the entire university community has to be involved in creating the brand, not just its marketing andcommunications professionals. But how can organisations,traditionally resistant to business-driven strategies, bepersuaded to embrace the branding process? Can we usethe private sector as a role model? Or does highereducation need to find its own way?

And even if you're happy with your brand, how can youmonitor and adapt it to ensure it continues to have apositive impact on student recruitment?

Now is the time to grasp the opportunity to gain asustainable competitive advantage for your university. There is comparatively little brand differentiation in the UK's higher education sector and it is widely recognisedamongst branding experts that there is huge potential for real brand building in universities.


JOIN US

Join the country's foremost experts on branding – frominnovative creative agencies to higher education specialists– to gain invaluable new insights into this under-exploitedbut essential marketing activity.

Our keynote speaker will be Adrian Burton, creative directorat Lambie Nairn, a leading branding agency whose clientsinclude the BBC, Channel 4, Sainsbury's and O2. Also on theday's agenda are speakers from Facebook, Google UK andthe British Council, complemented by contributions from HErepresentatives with wide-ranging experience in branding.

“Your premium brand had better be deliveringsomething special or it's not going to get the business.” Warren Buffett, American investor

KEY ISSUES

Our speakers will spark debates on the most importantchallenges facing marketers and communicators chargedwith branding their university. Their presentations will aimto give you new ideas and a fresh perspective to help youre-invigorate your organisation's branding strategies.

Sessions cover:

• the principles of successful branding

• using online media

• employer branding

• American approaches to HE branding

• managing sub-brands

• attracting overseas students

You can also update your knowledge with the findings fromspecially commissioned research exploring the power ofstudents' perceptions of brands.

“A brand for a company is like a reputation for aperson. You earn reputation by trying to do hardthings well.”Jeff Bezos, Amazon.com

ADDRESSING YOUR PROFESSIONAL NEEDS

Whatever your role or position in your faculty/school,department or centre, you will discover how you can create a branding strategy that will help to createcompetitive advantage for your university.

• Sessions are designed to give you a wide cross-section of models for successful brand-building both withinhigher education and the business world, includingGoogle and Facebook.

• Our speakers are all leaders in their fields who will helpyou to advance your knowledge of branding by engagingwith the specific challenges within higher education.

• Find out what we can learn from our colleagues in the US and how their branding and evaluation differ from ours.

• By attending the series of special interest sessions in theafternoon you will hear your peers talk about specificprojects and strategies and how they were formulated,executed and evaluated.

• This is your opportunity for professional development inone of marketing's fastest-evolving and most complex fields.

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"Your brand is created out of customer contact and the experience your customers have of you." Stelios Haji-Ioannou, Chairman, EasyGroup

WHY YOU SHOULD ATTEND?

The event promises to provide an exciting mix of sessionsas speakers discuss the many aspects of successful branding.They will offer views on how a brand’s robustness mightperform in an ever-changing marketplace.

You will have the opportunity to discuss how you can planyour longer-term branding campaign as these changes andthe pressures of competition affect your institution's abilityto recruit and maintain key performance targets.

BY ATTENDING YOU WILL:

• understand the nature of brands in higher education and whether there are any special aspects specific tobranding in a higher education context

• hear from experts in their field about brand-building and the importance of managing the brand long afterthe signage has been erected

• discover how a number of your peers maintain the mainbrand whilst also establishing complementary sub-brands

• be one of the first to see the findings of speciallycommissioned research exploring how students’perceptions of brands impact on student recruitment

• understand the brand journey and how your role as a marketing / communications professional does not stop once a student applies

• discover the international relevance of the UK brand and how this can benefit the individual institution

• benefit from the latest thinking and network with colleagues

• and in the final plenary, hear from the University ofPoppleton’s director of corporate affairs, Jamie Targett’srepresentative about the brand values and managementchallenges associated with the marketing of theUniversity of Poppleton

SPEAKERS INCLUDE:Adrian BurtonCreative DirectorLambie Nairn

Chris ChapleoSenior Lecturer in Marketing and HE Brand ExpertUniversity of Portsmouth

Tom Abbott Online Communications Officer University of Warwick

Josh SmithHead of Inside SalesFacebook

Russ CohnGoogle UK

Mark KopenskiVice PrincipalRichmond The American International University in London

Martyn SpenceHead of Marketing, Recruitment and Communication ServiceUniversity of Cumbria

Ashar EhsanDirector of Marketing and CommunicationsUniversity of Wolverhampton

Richard BerryHead of CreativeLeeds Metropolitan University

Maria LlinaresEducation UK Brand and Communications ManagerBritish Council

Chris DryHead of CommunicationsUCAS

Robert MighallSenior Brand ConsultantRadley Yeldar

Professor Laurie TaylorUniversity of Poppleton

WHO SHOULD ATTEND?

Those with an interest in this area and with responsibilityfor their institution’s marketing, communications/PR,and/or corporate reputation.

Areas include:

- Academics and Researchers

- Admissions

- Communications/PR

- Conferences and Events

- Corporate Affairs

- Course Organisers and Administrators

- Design and print

- e-Marketing

- External Relations/Affairs

- Faculties and Schools

- Human Resources

- Information

- International

- Marketing

- Online Media

- Press or Media

- Public Relations

- Publications, Editorial and Copywriting

- Recruitment

- Registry

- Research Centres

- Schools and Colleges Liaison

- Website Design and Editorial

- Widening Participation and Access

THE CONFERENCE VENUE

London School of EconomicsBankside House24 Sumner StreetLondon, SE1 9JA

Bankside House is located on the south bank of the RiverThames, close to Tate Modern and just a few minutes walkfrom Shakespeare’s Globe Theatre. Bankside House is in aprime central location and easily accessible.

Getting there

The nearest tube stations are Blackfriars, London Bridgeand Southwark and the nearest rail connections are atBlackfriars, London Bridge and Waterloo, all of which areapproximately a ten minute walk away.

Accommodation

Overnight accommodation is not included in the conferencefee. Rooms are available at Bankside House, the conferencevenue. Should you wish to enquire about accommodationat Bankside, or any other LSE hall, please see:www.lsevacations.co.uk

There is a wide choice of accommodation available incentral London and Discovering Futures can provide lists of local hotels. Please email: [email protected]

Details are also on the website.



HE / FE / college *: fees for bookings made on or after 2 April 2009. Teams also receive a discount!

One Two Three delegate delegates** delegates**

£345 £640 £915

CONFERENCE FEES

Register for your place either by booking online usingour secure server (and pay by VISA, Mastercard ordebit card), or by completing the enclosed booking form.

All bookings are subject to our terms and conditions,shown in this brochure on page 10 and also availableonline at: www.discoveringfutures.com

Save £££s by booking your place early!

The early bird discount expires at midnight on 1 April 2009, so register today.

All other sectors: fees for bookings made on or after 2 April 2009. Teams also receive a discount!

Please note:

We do not charge VAT.

* HE / FE / college sector rates apply to universities, colleges andother educational establishments. Third party organisationsassociated with education do not qualify. Definition of theeducation sector will be determined on the delegate having a bonafide university/college address and/or email addressending in ‘ac.uk’ or ‘edu’, or recognised equivalent.

** This special rate is for two or three delegates who book at thesame time and who are from the same institution/organisation.

Please contact the conference office if you wish to book delegate places for four or more colleagues from the sameinstitution/organisation as we will be able to offer moreadvantageous rates.

Your fee includes:

• all written materials

• access to a protected part of our website for downloadingpre-arrival information and speakers' presentations post-conference

• lunch

• teas and coffees, served at registration, mid-morning and mid-afternoon


£415 £780 £1125

HE / FE / college *: Early bird discounts for bookings made on or before 1 April 2009. Teams also receive a discount!


£275 £500 £705

All other sectors: Early bird discounts for bookings madeon or before 1 April 2009. Teams also receive a discount!


£345 £640 £915

(note all fees are exclusive of VAT, which we do not charge)

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The Agenda:Successful branding in higher education conference How to build a brand that creates sustainable competitive advantage23 April 2009


9.15 Registration / refreshments

9.40 Welcome from Andrew Platt-Higginsthe chairman Managing Director

Barkers

9.45 Keynote speaker Adrian BurtonCreative DirectorLambie Nairn

What is “Brand”? - principles of successful branding

10.30 Chris ChapleoSenior Lecturer in MarketingUniversity of Portsmouth

and Robert MighallSenior Brand ConsultantRadley Yeldar

What exactly IS the purpose of branding the university?

11.15 Break

11.30 Josh SmithHead of Inside SalesFacebook

and Russ CohnGoogle UK

12.30 Richard BadleyGroup Head – EducateandThe Student Room

Your students views of brand – presentation of specially commissioned research

1.00 Lunch

1.45 Chris DryHead of CommunicationsUCAS

Branding the student journey (title to be confirmed)

2.15 Mark KopenskiVice PrincipalThe American International University

Different strokes! US & UK approaches to HE branding and marketing

(Sessions may be subject to change) Continued on next page.

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Successful branding in higher education conference continued...


2.45 Special interest sessions 1 (40 mins)

• 1 Martyn SpenceHead of Marketing, Recruitment and Communication ServiceUniversity of Cumbria

Case study on branding a new university

• 2 Paul Walker and Jeff MarshallBarkers

Employer BrandingWhy it is important for the HE sector and why marketing shouldn’t leave it up to HR

3.25 Tea break (15 mins)


• 1 Tom AbbottWeb Communications ManagerUniversity of Warwick

Using on and off-line media to raise your brand’s awareness

• 2 Ashar EhsanDirector of Marketing and CommunicationsUniversity of Wolverhampton

Managing and implementing brand to enhance your student recruitment


• 1 Richard BerryHead of CreativeLeeds Metropolitan University

Differentiating your university through the use of sub-brands

• 2 Maria LlinaresEducation UK Brand and Communications ManagerBritish Council

Attracting overseas students – international branding of the UK by the British Council (tbc)

5.05 Closing plenary Professor Laurie TaylorBroadcaster and Times Higher Education Columnist

Lessons to be learned from the conference with reference to the University of Poppleton

5.45 Depart

© 2009 Discovering Futures Ltd (Sessions may be subject to change)

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Name (Mr/Mrs/Ms/Dr/Prof)

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I agree to the terms and conditions as stated in this brochure nn Tick box to agree

By signing this booking form you are agreeing to our terms and conditions as stated in this brochure and on the Discovering Futures website.

This booking is not valid without a signature.

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Please indicate how you wish to pay:

nn Enclosed is a cheque made payable to Discovering Futures for: £

nn Please invoice me. I attach a purchase order (or agree to provide one within seven days). The purchase order number is:

Bookings cannot be accepted without either a purchase order number or written confirmation that a p/o is not required.

If this form has been completed by a person other than the named delegate please record your name:

Telephone:

Email:

Once completed, you can fax this form to: + 44 (0) 20 7788 3484

or post to: Discovering Futures Successful Branding in Higher Education Conference, Sixth Floor, 30 Farringdon Street, London, EC4A 4EA

or email the required information to: [email protected]

If you have any questions please call +44 (0) 20 7099 6033

Thank you for booking a place at the Discovering Futures Successful Branding in Higher Education Conference.

VISA, Mastercard and debit card payments can be made on our secure website: www.discoveringfutures.com


Booking Form

Please reserve me a place at the forthcoming Discovering FuturesSuccessful Branding in Higher Education conference, on 23 April 2009.

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ABOUT US

Discovering Futures was set up in 2006 by marketing andcommunications consultant Robert Hawker in collaborationwith Barkers, one of the UK's top ten marketing andrecruitment advertising agencies. (www.barkers.co.uk)

Recognising that the world of education is in constant fluxand that the UK's universities and colleges now compete ona global level, Discovering Futures provides a forum for newideas and practical solutions for today's HE professionals.

Discovering Futures conferences focus on the very latestdevelopments in the sector and equip delegates with theknowledge and practical skills they need to apply theseconcepts in their own organisations.

Speakers are drawn from the highest levels of education,industry and the public sector. These professionals aresetting the agenda in their fields, helping organisations to retain their competitive advantage and to flourish inchallenging times. Senior figures from Apple, UCAS, The British Council, Bebo, GCap Media, Teachers’ TV, and The Guardian, as well as speakers from over 30universities, have all contributed to the conferences,providing a multi-faceted view of the key themes andcomplementing the diverse range of speakers from education.

Each Discovering Futures conference is designed andmanaged by a team of experts, led by Robert Hawker andhis Barkers associates. All the contributors are known asinnovators and leaders in their fields – with specialistknowledge of areas such as student recruitment, socialnetworking or branding – chosen for their relevance to theconference theme. Many are keen to share their knowledgeand skills with colleagues in the education profession. Thiscollaboration ensures that our delegates benefit from themost up-to-date intelligence and the most effective tools in the workplace today.

Our conferences attract large audiences of delegatesrepresenting the broad spectrum of education providers in the UK today. Indeed, the events have also attractedcolleagues from a number of institutions in the EU. We respond to their needs and are committed to thecontinuous improvement of our events, using delegatefeedback to create conferences that will help our universitiesto thrive in today's increasingly competitive marketplace.

Robert Hawker: “Universities today need to exploit the latest technologies and management solutions. The challenge is staying ahead of the game, especially if heavy workloads are stopping you from getting the staff development you need.

“With Discovering Futures conferences we aim to encapsulatethe best ideas and deliver them in a useful and highlyenjoyable package that will help you to kickstart your plan of action.”

Robert Hawker has worked in marketing and communicationsroles in higher education for 16 years, most recently atdirector level at Roehampton University. Here he led a teamof 27, managing the annual cycle of recruitment activitiesto meet the university's targets, whilst ensuring that the full mix of marketing channels – from media to website –supported this goal.

He is a highly experienced events organiser. His portfolioincludes royal, ministerial and VIP visits, high-level receptions,chancellor installations, student open days, the opening ofnew buildings and annual series of graduation ceremonies.

Barkers is one of the UK's leading marketing andrecruitment communications agencies. A preferred supplierto the DIUS (formelry DfES), UAC and UAG, Barkers workswith over 80 universities, colleges, research and fundingcouncils, delivering a range of services from strategicmarketing support and media planning to full-servicecreative advertising. With one of the largest digital teamsin the sector, incorporating digital media buyers, digitalcreatives, designers and programmers, Google-accreditedsearch specialists and campaign managers, Barkers is atthe forefront of delivering fully integrated, audience-ledmarketing strategies.

Barkers Education Practice, a dedicated team of educationspecialists and researchers, supports Barkers networkof eight offices across England and Scotland withsector-specific insight, bespoke and omnibus marketresearch, and thought leadership on all issues relatingto education, education marketing and staff recruitment.

For more information please contact Ian Morgan, Head ofDevelopment – Education, email: [email protected],tel: 07718 652892.


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THE SMALL PRINT - TERMS AND CONDITIONS

Fees

Your fee includes all-day access to the event, buffet lunch and refreshments and available conference papers.Fees do not include travel. Shared places are not permitted.Payment must be received in full prior to attending theevent, as outlined on page 5.

Confirmation

Once we receive written confirmation of a booking alongwith payment we will send you confirmation of yourattendance. If you have not received confirmation twoweeks before the conference please contact the DiscoveringFutures office. Joining instructions will be issued to alldelegates via email around seven to ten days prior to theconference date. NB: we must receive your full paymentprior to the conference date unless you have made priorarrangements with the Discovering Futures office.

Data protection

Discovering Futures does not sell, trade or rent your personalinformation to others. Your details will be added to theDiscovering Futures database in order to process yourconference booking and to keep you up-to-date with theconference arrangements. We would like to use your detailsto inform you of further Discovering Futures events in thefuture. If you do not wish to receive any further informationfrom us, whether by post or email, please notify us at theaddress below or as shown on our website.

Cancellation

Conference fees are payable in full before the start of the conference. Should you be unable to attend, a substitute delegate from your institution only is welcome at no extra charge, simply notify DiscoveringFutures (tel: +44 (0) 20 7099 6033) in good time.

Other cancellation fees apply, see below.

Cancellation fees will be chargeable as follows:

– 21 days or more: 20%

– Between 14-21 days 50%

– Less than 14 days 100%

– Failure to attend 100%

In the case of terrorist alert or other eventuality beyond our control we will not offer refunds unless the conferenceis cancelled. In this instance we will retain up to 50% of theconference fee to cover administration costs. We reserve theright to make changes to the programme, location and/orspeakers. The organisers do not accept any liability for delegates’travel or accommodation costs should the event be rescheduled,postponed or cancelled. Booking a place on this conferenceindicates acceptance of these terms and conditions.

Photo acknowledgements:

Front cover: ‘Studying for a...’ hvaldez1

pages 2 and 9: Jonathan Brady

page 3: ‘Cambridge college’ Sue R B

page 4: 'Commerce Acts books’ Gabriel Doyle

page 5: ‘Happy Days’ Alex Furr

page 7: 'Student + laptop’ Christopher Rayan

Additional copy:

Helen May

Discovering FuturesSixth Floor30 Farringdon Street London EC4A 4EA

t: 020 7099 6033f: 020 7788 3484

e: [email protected]: www.discoveringfutures.com© 2009 Discovering Futures Ltd

successful branding in higher education · 2015-01-08 · successful branding in higher education...

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