Marketing @ Loughborough Director of Marketing and Advancement, Loughborough University

Marketing @ LoughboroughDirector of Marketing and Advancement, Loughborough University

E.J.Leech@Lboro.ac.uk EMMAJ70

What We’ll Cover

• Challenges

• The marketing function

• Identifying audiences and

opportunities

• The strategy

• What’s next...

Challenges

Challenges

• Lack of planning, frameworks and connectivity

• Capacity and skills• Institutional understanding about

marketing and communications• Branding and positioning• Meeting the “brand promise”• Resources and ROI

The Marketing Function at Loughborough

o New structure – Marketing and Advancement

o Comprises six previously disparate areas: Design and Print, Marketing, Communications,

SOAR, International Office, DARO – “cradle to grave” structure focused on the student

experience and linked to recruitment at the core but with wide ranging focus on corporate

promotional, reputation, influencing and brand

o Reputation as a key strategic enabler spanning all forms of income generating activity

including recruitment, research, enterprise, philanthropic and other income, commrical

income

Focus on Stand Out

Strategic Alignment

Aims and Objectives

So Who Matters?

Kotler and Fox (1985): The University and its Publics

Strengthening Communications Strategy

Developing a ‘Global Army of Ambassadors’

Using Social Media Strategically

• Developing reach and building connected communities of interest

• Harnessing ambassadors• Raising awareness and amplifying

impact• Building connections• Responding to opportunities• Supporting recruitment,

fundraising and other forms of income generation

Content, Search and Social Media in a PR Context

Why News is Important…and PR Methods Need Updating

Integrated Public Relations

Social media

Link to further content Subhead

Link to lead researcher’s page on The University of Nottingham website

Embedded video also included, where appropriate

Working Your Media Content

Student Involvement

Other Brand Advocates

Staff Advocacy

Understand Your Audience

The Impact of Devices

Online Usage

Infographic by www.bestedsites.com via Pinterest

Understanding the recruitment marketing mix

New Ways to Market

The Conversation in Context

Mobile Rules…

Global Opportunities

Strategy Development

Marketing Planning, Monitoring and Evaluation

Aligning On and Offline Activity

Encouraging Buy-In

Uses, Channels and Opportunities

A Strategic Framework

A Seven Step Process

Why Bother?

Customer First

The Right Tools For The Job

Top Line Uses

Governance and Training

Listen, Engage, Analyse

A key strategy for reach and leverage is to re-purpose and refocuscontent across a wide rangeof channels.

Monitor channel development andgrowth and go where your audiences are — you can’t be everywhere.

Maximise channel links and opportunities to engage across platforms and embedsocial media within your PR and marketing strategy (inc. publications).

Multiple Uses and Careful Targeting

COPE in Action

Resourcing Issues

And When It All Gets Too Much…

The Future?

What’s Next?

And Finally…

“However beautiful the strategy, you should occasionally look at the results.”

Winston Churchill

Thank you for listening.