Goingglocal.Whateverhappenedtoourbrochures?

DianaRabuleaMarke;ng&RecruitmentOfficerInterna;onalRela;onsandMobilityOfficeVrijeUniversiteitBrussel

Global+Local=Glocal

•  Willingnessto“thinkglobally,actlocally”

•  Deliveringstandardizedcontentinawaythatislocallyrelevant

•  Designingprinciplesata“global”levelasguidingprinciplesforinnova;onatthe“local”level

•  Goingglobalwhilemaintaininglocalroots‐>greaterawarenessofinter‐culturalandcross‐culturalexchanges

Brochures:printand/oronline?

‐  Impactofprintedbrochuresiscurrentlyoveres;mated

‐  Theinternet:themostimportantsourceofinforma;on

‐  Sta;cvs.dynamic.Upda;ngprintedbrochuresvs.upda;ngwebpages

‐  Ands;ll…weneedbrochureswhenaVendingfairs,etc.

‐  Listyourprogrammesonstudyportalsorinrelevantpaperpublica5ons?

‐  Createbrochuresmostlyforprintorasonlineinfo?‐  Createviewbooksorvideos?

VrijeUniversiteitBrussel:

Factsandfigures

•  10,000+students,ofwhich•  15%interna;onal•  8facul;es•  40+Englishtaughtprogrammes•  1,000+researchers•  2,700+staff•  LargestDutchlanguage

employerinBrussels

Missionandgoals.Interna;onaliza;on.

“TheVrijeUniversiteitBrusselisacompe55ve,high‐quality,sociallycommiDedandinterna5onally‐orienteduniversitylocatedinBrussels.”

Pillarsofinterna3onaliza3on:1.  ThefurtherdevelopmentofanexcellentDutch‐speaking

universityinBrusselsviaauniqueeduca;onconcept

2.Furtherdevelopmentofa(bio)medicaluniversitycampusinJeVe

3.Thefounda3onofaninterna3onalBrusselsUniversity

Alliance(togetherwith)UniversitéLibredeBruxelles

Howwelldointerna;onalandPRofficesworktogether?(Intl.Marke;ngperspec;ve)

HeadofDept.ElectronicCommunica;onPressrela;onsPublica;onsSecretariat

Interna;onalRela;onsandMobilityOffice:

25employees

Whataretheneedsofuniversi;es?

‐  House‐style

‐  Website

‐  Brochures‐  Corporatebrochure‐  Annualreports‐  Universitymagazine(quarterly?)‐  Generalbrochure‐  Prospectuses‐  Programspecificbrochures‐  Servicebrochuresondifferenttopics(pre‐departure,

housing,joboffice,immigra;on,campusmaps)

•  Publica;ons:–  InEnglish

•  Studentontopoftheworld4xA4overviewofallMasterandPostgraduateprogrammesattheVUBtaughtinEnglish

•  EuropeanStudiesinBrussels4xA4•  Beforeyoutakeoffaguideandusefulmanualfornewforeign

studentsattheVUBwithallprac;calinforma;onimportanttoknowbeforecomingtotheVUB(includinginforma;ononthemandatoryprepara;vearrangementsbeforeleavingyourhomecountry)

•  Starter’sguideaguidefornewforeignstudentsattheVUBwithprac;calinforma;onabouttheVUBimportanttoknowonceyouhavestartedhere

•  TherectoratebuildingoftheVUB•  Corporatebrochure(t.b.d.)•  “Mastercards”–forprogrammesandforservices•  Akademos

–  InGerman–  InChinese

•  StudyinBrussels

VrijeUniversiteitBrussel

‐interna;onalfairs ‐liaisonofficers ‐e‐portals ‐ads(e‐andhardcopy) ‐alumninetwork ‐universityvisits ‐scholarshipprograms ‐ambassadors

VUB’s:Interna;onalM&Rtools

Howdoyouhandleglobalandlocalcontentonaglobal

portal?

•  Replace Global/Local with Common/Specific –  Shioofperspec;ve“whoneedsthecontentrather

thanwhocreatedit.”

•  Identify type of content, services, and features required for each local audience/target

•  Customize information/message –  Useoflocalteams:agents,liaisonofficers,field

marketers,branches•  valuable“on‐the‐ground”customerknowledgethatcan

makelocalmarke;ngeffortsmorecustomer‐centricandeffec;ve.

dependingonthetarget…Example1

Versionsavailable:DutchFrenchEnglishArabicTurkish

Example2

Example3

‐  E‐flyers‐  Germanlanguagewebsite‐  Onlinecommuni;es‐  SocialMediaintegra;on‐  Consultancyservices‐  Trainings‐  Qualitycontrol

Thenewbrochures…

E‐book“Prepareyourstay”

Mixedapproach:predefineddesign,up‐to‐datecontent,

localprin;ng

Akademos–VUB’sinfomagazine

Conclusions?

‐  Findyourbalance:printvs.online‐  Localizeyourtargets‐  Adapttoyourcustomers’needs

•  “Eachbrandmustundertakethechallengetodefinewhichelementsoftheirmarke;ngmixwillbeglobalandwhichelementwillbelocal,”

•  “Brandvisionandmission,itsposi;oningstatement,itsbrandarchitecture,logoanditslookandfeelshouldbeglobal…

•  manifesta;onsoftheseelementscanandshouldbeleotothelocalmarkets.”

Discussion:marke;ngofjointordouble

degrees

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