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MARKETING FOR SCHOOLS 101 – TIPS FROM A UNIVERSITY
Emma Leech
Director of Marketing & Advancement
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Collaboration at the heart of our strategy
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What is reputation?
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Branding approach
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Stakeholder engagement
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The 7 P’s
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Focus on stand out
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Strategic alignment
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Data and market research
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Competitor activity
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New ways to market
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Mobile rules…
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Strategic focus
• Profile, reputation and reach
• Messaging and impact
• Targeting and cohesion
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Points of proof – prospectus
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Points of proof – prospectus
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Points of proof – schools liaison
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Points of proof – fairs and exhibitions
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Points of proof – digital engagement
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Points of proof – on campus
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D-Day
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Leading by example: Jess
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Strategic events and collaboration
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Partnerships and advocacy
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Other brand advocates
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Web, digital and video impact
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Best student experience
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Best student experience
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Social media buzz
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Strengthening communications strategy
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Developing a ‘global army of ambassadors’
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Why news is important… and PR methods need updating
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Content, search and social media in a PR context
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Integrated public relations
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Thought leadership and video case studies
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User generated content
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Creating engaging content
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Creating content – your thoughts
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The journey so far…
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The conversation in context
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Social media explained
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Results day: golden ticket – PR amplification
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Results day: golden ticket – detailed content strategy
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Results day: golden ticket – emotional appeal
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Results day: golden ticket – cut through and clarity
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Results day: golden ticket – media profile
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Results day: golden ticket – social impact
Facebook: Main page
+902 followers (Total reach 1.26M)
Freshers page
+243 followers (Total reach 24.6K)
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Results day: golden ticket – COPE methodology
Snapchat totals: Snaps: 19 Views: 43,800 Screengrabs: 105
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Results day: golden ticket – leveraging images
Instagram: Followers increased by 259 17-22 August, 3,000 #LboroFamily video views Storify: 2K views
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Results day: golden ticket – personalisation
200+ selfies and golden tickets received
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Results day: golden ticket – online impact
Twitter: Main account 15 - 21 August 2016 - 828.2K impressions
2.9K link clicks 1.2K retweets 1.8K likes 143 replies +427 followers
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Results day: golden ticket – mapping the metrics
Page views by hour
VS
Calls received
Hour Page
Views
Unique
Page
Views
Bounce
Rate
Pages/Session Calls received
7 2,343 1,669 38.17% 3.4 N/A
8 5,029 2,743 29.16% 5.07 1223
9 5,524 2,998 28.68% 5.08 1419
10 5,228 2,694 31.94% 5.2 1149
11 4,528 2,270 26.60% 5.38 779
12 3,172 1,683 29.73% 5.12 650
13 2,542 1,422 28.57% 4.78 462
14 2,162 1,267 24.34% 4.78 380
15 2,016 1,127 29.00% 5.04 320
16 1,411 885 27.30% 4.19 258
17 1,068 700 33.09% 3.93 268
40,105 23,384 30.58% 4.58 9183
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Results day: golden ticket – shareable content
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It’s all about people
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And when it all gets too much…