David TurtonCampaign and Conversion Manager

University of Sunderland

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CAMPAIGNING: A PLAN OF ATTACKDAVID TURTON: UNIVERSITY OF SUNDERLAND

AIMS

• APPROACH – ALTERNATE WITH You STILL CAN

• SITUATIONAL ANALYSIS• OBJECTIVES• STRATEGY• TACTICS/ACTIONS• CONTROLS• EVALUATION

WHY ME?

• Campaign and conversion manager for university of Sunderland

• 15 Years experience – 10 in education marketing

• Heist award for best undergraduate recruitment initiative (2017) and best postgraduate recruitment initiative (2018)

• Marketing campaign planning, delivery, evaluation, digital marketing, crm

FOLLOW A MODEL

• SOSTAC

• OASIS

• Where are we now

• Where do we want to be

• How are we going to get there?

SITUATIONAL ANALYSIS

• Know your audience• Internal data – quantitative and qualitative• External data• Trends – the market• Ucas data, prospects, nus reports• Motivations, barriers• Your knowledge – use your instincts as part of the mix• Build up a picture of the audience – segments, personas

WHAT WE DID!

• MATURE / LATE APPLICANTS

• FOCUS GROUPS, DATA, RESEARCH

• MOTIVATIONS/BARRIERS – THOUGHT IT HAD PASSED THEM BY

• THREE PERSONA GROUPS – CAREER ENHANCERS, CAREER CHANGERS, PASSION PURSUERS

• LOCAL

OBJECTIVES

• SMART

• GO HARD OR GO HOME

• LINK TO RECRUITMENT FIGURES, OPEN DAY ATTENDEES ETC

• MUST BE ACHIEVABLE

• AVOID SOFT TARGETS UNLESS CAMPAIGN IS SET UP THAT WAY

• TIME SCALES

WHAT WE DID

• DRIVE 300 on CAMPUS

• DRIVE 600 LATE APPLICATIONS

• INCREASE NEW MATURE STUDENTS BY 200

STRATEGY

• Which segments will you targeting?

• Which Segments won’t you target?

• What is the positioning of the university?

• What value are you offering the audience?

• Budget and internal capabilities

• FUNNEL – RACE, JOURNEY

WHAT WE DID

• Mainly targeted career enhancers and changers

• Positioning related to insight – ‘You Still Can’

• Funnel – Reach, Act, Convert, Engage

ACTIONS AND TACTICS

• MARKETING MIX – DIGITAL, PRINT, CRM ETC

• PAID vs INTERNAL RESOURCE

• RACI – WHO DOES WHAT

• GANTT TIMELINE

ACTIONS AND TACTICS

• Outdoor advertising (local)

• Reconfigured events

• social media - #youstillcan

• Digital advertising – aimed at target audience

• CRM and WEBSITE – CASE STUDIES, VIDEOS

CONTROLS

• HOW WILL YOU KNOW YOU’VE GOT THERE?

• EVALUATION - Don’T SKIP

• TELL PEOPLE! KNOW YOUR AUDIENCE.

• AWARDS – CELEBRATE SUCCESS

• WHAT DID YOU LEARN? DON’T FEAR FAILURE.

WHAT WE DID

• MET ALL TARGETS

• INCREASED RECRUITMENT FOR MATURE STUDENTS

• HEIST GOLD AWARD

SUMMARY

• USE A MODEL TO PLAN

• SITUATIONAL ANALYSIS KEY

• Objectives – SMART and HARD

• STRATEGY – HOW ARE YOU POSITIONED? WHO WILL YOU TARGET/NOT TARGET?

• ACTIONS, TACTICS – RACI

• EVALUATION, EVALUATION, EVALUATION

THANKS

•ANY QUESTIONS?