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University of LimerickMarketing Support Request
Form
This document is a request to the Marketing Team for assistance with launching your programme, creating brand awareness or the delivery of a student recruitment campaign. It is relevant to both Undergraduate and Postgraduate programmes in Ireland and the EU.
Please fill out all the fields with as much detail as possible in order to help us to assess the scale of the project and the level of support required.
This policy has been developed to act as a guideline for a strategic approach to the generation of marketing requests and support for the University of Limerick.
Requester: [Requester name]
Date: DD/MM/YYYY
Department: [Department name]
Project Sponsor: [Sponsor’s name]
Contact: [Contact email address & Phone Number]
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Contents
Project Overview...................................................................................................................................2
Target Audience – class size and student numbers...............................................................................2
Programme information (if this is for programme promotion).............................................................2
Market information...............................................................................................................................2
Contact/Further Information.................................................................................................................2
When do you need the campaign to go live?........................................................................................2
What marketing and promotional activities have you engaged in previously?.....................................3
What social media channels do you currently use/does the department/faculty have?......................3
What additional marketing materials do you have?..............................................................................3
Point of contact.....................................................................................................................................3
Budget...................................................................................................................................................3
New content creation............................................................................................................................3
UL Marketing support process...............................................................................................................4
Initial Contact and Request Document..................................................................................................4
Evaluation..............................................................................................................................................4
Proposal Document...............................................................................................................................4
Scheduling.............................................................................................................................................5
Completion and Sign Off........................................................................................................................5
Support evaluation and KPI’s.................................................................................................................6
Outline and examples of support work.................................................................................................6
Contacts.................................................................................................................................................7
Workflow...............................................................................................................................................8
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Project Overview
[Why do you need marketing support and what is the purpose of this request? Provide a summary of the desired goals and aim from the work with our team i.e. what do you want this marketing campaign to achieve? What level of marketing support do you think you’ll need?]
Target Audience – class size and student numbers
[Who are the target audience for this campaign? What is the age profile? , country targets, county targets? Industry connections, interests & education background of the target audience? If this is relevant to an undergrad or postgrad programme what are the target numbers, & what is the max you can take passed the agreed target?)
Programme information (if this is for programme promotion)
[What are the key selling points of the programme/event? Why is it better in UL? (Hint: ‘only programme outside Dublin’, ‘flexible delivery’, ‘award winning’.) What are the outcomes e.g. emerging industry, employability, niche, emerging industry, graduate profiles & success stories, impact on student’s career?]
List the benefits and it’ll help us understand how best to communicate with your target audience. This section is aimed at helping marketing sell the most attractive elements of the programme.
Market information
[Who are the main competitors? what other universities are offering similar programme/training? Are there any feeder courses that suit your programme within other Universities or IoT’s? Within UL, other Uni’s in Ireland or in the EU]
Contact/Further Information
[Is there a brochure available? what is the website link? Where can we direct the interested parties for further information?]
When do you need the campaign to go live?
[If you have a specific deadline, please include]
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What marketing and promotional activities have you engaged in previously?
[List examples or links here]
What social media channels do you currently use/does the department/faculty have?
[Provide all links here]
What additional marketing materials do you have?
[Please provide information on blogs, videos, brochures, imagery, student profiles, alumni profiles, photography]
Point of contact
[Marketing will need content and/or other support within the unit, who will be the main point of contact]
Budget
[Is there budget available?]
New content creation
[Do you know what sort of content you’d like created or are you happy for us to make a suggestion?]
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UL Marketing support process
As resources are finite, any new requests will be evaluated on an individual basis and the Marketing team will evaluate in order of priority (with regard to the University’s strategic aims and goals) and resource accordingly.
The Marketing support request procedure is as follows –
Initial Contact and Request Document
Requests for marketing support can be sought by contacting the marketing team via [email protected] or through the page https://www.ul.ie/marcomms/resources/policies-procedures-strategies where the ‘Request for Marketing Support’ document can be downloaded and then sent back to the marketing team.
This document will define the service required and should help clarify issues such as -
The purpose of the support The content approach The users and the tasks they will need to perform The desired timelines
Evaluation
The Marketing Team will evaluate the Request Document and discuss the contents on the basis of the scale of the requirements, the resources available for marketing support and the priority that can be given to the project in accordance with the broader UL strategy.
Based on this discussion either a Proposal Document will be generated by the Marketing Team or the request will be declined and the contact informed of the rationale behind the decision. It may take several iterations of discussions and consultation with the requestor before a Proposal Document is finally generated and signed off on.
Proposal Document
The Proposal Document will detail all the requirements to fulfil the request. It may also outline aspects such as -
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Content outline and suggestions Scheduling Milestones and timelines Budget details Requirements and timelines for the requestors to deliver content, data or other assets Agreed KPI’s
If possible any work will be carried out by the Marketing Team. If the scale of the project is deemed to be too big for available resources, then it may be decided to procure an external provider to carry out the work.
Any such procurement will be carried out by the Marketing Team and not the site requestor. The Marketing team will act as an intermediary between the requestor and the procured resource.
Scheduling
The Marketing Team will make clear the expected timeline for the development and will attempt to undertake work on the project as soon as possible.
All Marketing work and support is subject to available resources including staff and budget provision.
Due to work load, please be advised that it may be several weeks before work can commence. The MarComms Team will advise on current potential start dates on a case by case basis.
Thus, the earlier that the team is contacted about any potential work prior to any desired launch date, the better. From experience we would advise that we are contacted:
6 weeks prior to your event launch date so we can guaranteed delivery. 6 months before a new programme launch 4 months for established programme promotion
Work updates - Regular progress updates will be provided to the contact by the Marketing Team. The above are sample lead-in times, they will vary depending on the request.
Completion and Sign Off
Once the Marketing Team has completed the work, the requester and the Marketing Team Leader will review the collateral to ensure that the work has fulfilled the specifications laid out in the Proposal Document.
Once both parties agree, the work is signed off by all and the campaign can commence.
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Support evaluation and KPI’s
Once the campaign is complete a member of the Marketing team will send on KPI’s in relation to website traffic, social media reach, and print coverage along with any other relevant metrics.
Outline and examples of support work
The minimum level of marketing we can do is to;
Social media push across our channels including paid ads on Facebook, LinkedIn, Instagram and Google.
Suggested content (sample posts) to push out on your social channels. Organic content – blogs, opinion pieces and thought leadership pieces from lectures.
Graduate content and success stories via blogs. Email marketing campaign to a select group of targeted students.
This is just a sample of campaign effort and support will be based on the criteria listed above.
All other additional marketing and promotional activities can be discussed once the request form has been submitted.
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Contacts
Marketing and Communications Division
Eleanor McCormack, Marketing Manager – Brand and Marketing Enquires061 23 4241 / [email protected]
Kerry Betts, Marketing and Communications Administrator – General Marketing & Communication Enquiries061 20 2254 / [email protected]
Sharon Kelly, Marketing Officer – General Marketing & Communication Enquiries061 20 2254 / Sharon.Kelly <[email protected]>
Robert Stone, Digital Marketing Officer – General Marketing Enquiries061 23 4921 / [email protected]
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Workflow