Becoming Leeds Beckett University - Victoria Sanderson * Clare Jackson
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Transcript of Becoming Leeds Beckett University - Victoria Sanderson * Clare Jackson
Becoming Leeds Beckett University: Fostering a community of change
Victoria Sanderson, Head of the Strategic Planning Support Service &
Clare Jackson, Planning & Projects ManagerStrategic Planning Support Service
Name change quiz
Test your brand knowledge - Can you fill in the blanks in our name change and brand quiz?
Name change & brand quiz answers
1. Lloyds pharmacy
2. John Lewis
Name change & brand quiz answers3. Snickers
4. Starburst
5. Pepsi
6. Google
Name change & brand quiz answers
Other institutions have braved this before us…
7a. University of Central England (changed to Birmingham City University in 2007)
7b. Thames Valley University (changed to University of West London in 2010)
Name change & brand quiz answers
Brand confusion…
8. Ferrari
9. Costa Coffee
10. Lego
PART B: Discussion point (5mins)
How do brand changes make us feel?
What behaviour or concerns might this spark in customers/stakeholders?
Community
Who are we to our
stakeholders?
Business
Social commentators
Charity
Enterprise hub
Knowledge generator
Voluntary support
Personal support
Advisor
Service user
Publisher
Creator/producer
HomePeer
SponsorProfessional practitioners Experts
Service provider
Research institute
Competitor
Customer
Employer
Trainer
Partner
Sports Centre
Economic contributor
Support network
Experience provider
Social enterprise
Dependent
Funder
ProprietorTennant Consumer
Friend
Client
Neighbour
Educator
Social hub
What concerns may our stakeholders have?
Will employers recognise our awards?
Will our business processes remain the same?
Will quality change?
Will we still be the same organisation?
Will they have a say in the choice of name?
Will contractual arrangements remain the same?
Becoming Leeds Beckett University: Fostering a community of change
How we engaged all of our stakeholders in our name change journey…
Becoming Leeds Beckett University: Fostering a community of change
• Why change our name?• Stakeholder consultation• Taking our stakeholders with us• What difference has it made?• What next?
Why now?Institutional reasons
Strong progress against our Strategic Plan and KPIs
Out grown our current name Completed curriculum reviews and
rationalised our portfolio Embedded graduate attributes Increased international applicants Increased our tariff One of three Leeds Universities Seeking Customer Service
Excellence & Investors in People Gold accreditations
Why now?External environment New fee regime ‘Market competition’ and need for
distinction Distinctive names have been used by
other post-92 Universities e.g. Sheffield Hallam, Nottingham Trent and Oxford Brookes amongst others
Why?The rationale for the name change
The message we shared with our stakeholders during and after our the name transition:
We are one of the most popular universities in the UK and we would like a name which is distinctive
(i.e. there are four other metropolitans) and reflects our ambition in a competitive global market.
Stakeholder consultationWhy did we engage stakeholders in the choice of name?
To develop our relationships with them To support our application To capture & listen to both positive
and negative feedback Answer questions & minimise
confusion To start a significant
journey of change
– & bring everyone
with us!
Stakeholder consultationName suggestions from our stakeholders
100Potential names
Geographic Northern People
ShortlistLeeds Headingley UniversityLeeds Beckett UniversityLeeds Ridings University
Lowest risk and highest opportunity combinations.
Title Risk Opportunity level
Aire High Very low
Beckett Mid High
Headingley Low High
Ridings Mid High
Rose Very High High
Students
Staff
Applicants
Alumni
Honorary Graduates
Funding Bodies
Charities Commission
HE & FE Institutions
Partners, schools, colleges & organisations
Professional, statutory & regulatory bodies
Local MPs
Leeds City Council
Other affected by name change
Stakeholder consultationReviewing our shortlist
3.2%Response
rate
Formal consultation28 May – 28 June 201345450 Stakeholders
contacted
Stakeholder consultationThe favoured choice
Board approval 19 July 2013
Most positive & least negative
comments
Winner!
Stakeholder consultationGetting the green light!
Privy Council approval granted November 2013
Leeds Metropolitan University
to become
Leeds Beckett University
on 22 September 2014
Key successes in our consultation process
Visible leadership from our Vice Chancellor and senior management;
staff & student focus groups; fluent staff and student communications on
progress; a long lead time helped to decrease costs; logging stakeholder concerns to address in
name migration project; gaining Privy council approval to provide
awards that reference both names during the transition phase – in response to student feedback!
Taking our stakeholders with us:Our Name Migration project
Project aims: To ensure a seamless transition to the new
University name; to minimise disruption to our business
processes and interactions; to ensure all of our stakeholders are
appropriately informed and engaged.
Taking our stakeholders with us: Name Migration timelineproject
Nov 2013
Dec 2013
Jan 2014
Feb 2014
Mar 2014
Apr 2014
May 2014
Jun 2014
Jul 2014
Aug 2014
Sep 2014
Oct 2014
20 November 2013 - 29 October 2014
Taking our stakeholders with usProject Governance
Group established ahead of formal approval to undertake scoping.
Vice Chancellor’s Group representation and Project Sponsor.
Representation from Corporate Management Team, departmental heads and middle management.
Monthly meetings – swift decision making, horizon scanning & close scrutiny of risks and issues.
Standing item on Corporate Management Team meeting agenda.
Highly visible leadershipSwift decision making
Immediate staff updates
Strong customer focusForesight
Taking our stakeholders with usProject focus
To do To inform
Current studentsAlumni
Applicants
Prospects
Contractual partners
Customers
Suppliers
Media
Other stakeholders
Educational partners
International recruiters
External systems & websites
External dependents
Staff & student cardsTrademarks/Ltd
companies
Regulatory framework
Awards
Branded goods
Disposal
Signage
Financial arrangements
Systems
Legal
Hoodies
Staff & prospective staff
What wasn’t included
Name change consultation Brand distinctiveness Evaluation of the impact of
the name change
Decision20 Nov
Staff 20 Nov
Students 21 Nov
Media 21 Nov
Student FAQs22 Nov
Staff bulletin 25 Nov
Alumni Mag29 Nov
VC Staff email9 Dec
Initial comms timeline:
Taking our stakeholders with us
Current students
Name change post exam boards and at start of new academic year
Consultation with SU on certificate wording
Awards to reference both names during transition period
New student cards for all with SU logo
Financial support for SU and Athletic Union re-branding
Signage updated after Graduation
Student facing systems prioritised for updating
Free Leeds Beckett hoodie for all campus students
Taking our stakeholders with us
Current students
Open forum with VC and Secretary & Registrar
www.leedsbeckett.ac.uk
Regular communications via multiple channels
Postcard provided for students studying with an educational partner
Bespoke communications for placement, Erasmus and study abroad students.
Website pop-up including name change rationale
Student FAQs
Taking our stakeholders with usApplicants & prospects
Applicant letter to explain the rationale
73% read rate
On email to home and EU students & all comms over 50%
Stand to reference both names and system to acknowledge planned change
Leeds Beckett prospectus launched March 2014
Bespoke comms to international students
New Be Beckett TV ad launched
Agents conference briefing April 2014
Taking our stakeholders with usStaff
Corporate Leadership team review of project highlight report
All staff to get a new campus card and hoodie
Practical guidelines supplied on a designated staff intranet pageRegular staff
communications
IT services led audit of systems requiring updates
Mail out to 9,000 stakeholders
Mail out to:
3208+ suppliers
3416+ customers
2500+ other contacts
407 schools
Taking our stakeholders with usOther stakeholders
Externally facing systems prioritised
Legal consultation
Name change email contact point
External signage
Press interviews
Opportunistic promotions
29 pieces of coverage on launch day
What difference has it made?
Some intended outcomes: A sea of Leeds Beckett hoodies; A continued sense of community; Coordination with our brand identity; Improved aesthetic of our estate and signage; Positive feedback from international students
What difference has it made
Some unintended outcomes:
Increased confidence in our management structures to deliver significant change;
Engagement in our Project Management Framework;
Better engagement in staff communications; Greater understanding of our IT infrastructure; Sense of spring cleaning.
What next?Starting position
New name Successful QAA review Relatively stable financial position Increased REF profile Only University to hold Customer Service Excellence and
Investors in People Gold accreditations New DVC Academic & 2 new Deans New Chair of our Board of Governors Strong brand identity
What next?On the horizon…
New VC starting September 2015 New Strategic Plan Really owning our name Building upon our distinctiveness
and reputation Maintaining our strong ‘people-
focussed’ workforce and
customer ethos