Teesside university presentation

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    30-Oct-2014
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Transcript of Teesside university presentation

1. Teesside University needs to continually improve its position in the competitive HE marketplace. From a marketing perspective, identify the critical issues and outline your approach to this requirement. Jason Yip 24/09/2010 2. 24/09/2010 Jason Yip | Vacancy: Marketing Manger The Critical Issues 3. 24/09/2010 Jason Yip | Vacancy: Marketing Manger The Critical Issues Issues Negative Perceptions Ways to Tackle: Campaign Activity 4. 24/09/2010 Jason Yip | Vacancy: Marketing Manger My Approach Destination Image Campaign An image campaign aimed at challenging perceptions of Middlesbrough/Teesside University Campaign Synopsis Challenges Destination Perceptions Partnering Opportunities Tees Valley Unlimited Tees Valley Regeneration Tees Valley Tourism Tees Valley LEP Can target a wide or specific audience depending on the image/message shown i.e. surfing for undergraduates Works across media channels online and offline 5. 24/09/2010 Jason Yip | Vacancy: Marketing Manger My Approach Destination Image Campaign 6. 24/09/2010 Jason Yip | Vacancy: Marketing Manger My Approach Destination Image Campaign 7. 24/09/2010 Jason Yip | Vacancy: Marketing Manger My Approach Destination Image Campaign 8. 24/09/2010 Jason Yip | Vacancy: Marketing Manger My Approach Destination Image Campaign 9. 24/09/2010 Jason Yip | Vacancy: Marketing Manger The Critical Issues Issues Negative Perceptions Lack of Awareness Ways to Tackle: Campaign Activity Market Research 10. 24/09/2010 Jason Yip | Vacancy: Marketing Manger My Approach Made By Teesside Campaign A campaign that uses students to contribute to the advertising activity and marketing collateral: Copy writing Marketing Students Design & Artworking Design Students Visualisation 3D/Visualisation Students Media Buying Business/Marketing Students Campaign Site Web Dev Students Social Media Student Led Crowd Sourcing All Students Campaign Synopsis Strong student focus Highlights Career Opportunities Promotes Aspiration Social Media Focus encourage participation Strong PR Angle Brave and dynamic Made By Teesside can be applied to all marketing activity A Campaign Website/Section will profile the students involved in Made By Teesside 11. 24/09/2010 Jason Yip | Vacancy: Marketing Manger My Approach Made By Teesside Campaign Janet Brown Visualisation Student Designed this Product Design Sarah Smith Business Student Sourced the Manufacturer Campaign identity + Call to Action 12. 24/09/2010 Jason Yip | Vacancy: Marketing Manger My Approach Made By Teesside Campaign Janet Brown Marketing Student Wrote this Copy Tanya Rice Design Student Designed this Poster 13. 24/09/2010 Jason Yip | Vacancy: Marketing Manger My Approach Tackling the Issues Market Research / Strategy Market Research Current Position Business Analysis Competitors Audience Decision Making Process Maximise existing channels Existing students #27,954 Alumni Network University Enterprises 13 Strides Key Partners / Affiliates Regional Schools, Colleges & 6th Forms UCAS Where Advantageous Use University Enterprises & student skill base Assess ROI and refine collateral, channels and messages 14. 24/09/2010 Jason Yip | Vacancy: Marketing Manger The Critical Issues Issues Negative Perceptions Lack of Awareness Increasing Competition Ways to Tackle: Campaign Activity Market Research Effective Media Buying 15. 24/09/2010 Jason Yip | Vacancy: Marketing Manger My Approach Tackling the Issues DELIVERY Media Buying Target niche publications with relevant key messages and products (part-time courses) Target online space where related discussions are occurring LinkedIn Professional Networks Undergraduate Online Resources www.push.co.uk www.thestudentroom.co.uk 16. 24/09/2010 Jason Yip | Vacancy: Marketing Manger The Critical Issues Issues Negative Perceptions Lack of Awareness Increasing Competition Devaluing of Education Ways to Tackle: Campaign Activity Market Research Effective Media Buying Using Ambassadors 17. 24/09/2010 Jason Yip | Vacancy: Marketing Manger My Approach Ambassador Campaign Use high-profile ambassadors to highlight the key association with the University and promote positive experiences opera singer Suzannah Clarke; Marek Reichman, Design Director for Aston Martin; Deborah Dyer (singer, Skin); Roger Shannon, Cannes award-winning film producer. Campaign Synopsis Targeted Niche Advertising Highlights Career Progression Opportunities Enhances Image and Improves Perception Different Teesside Stars would appeal to different market segments Online and Offline opportunities Twitter Campaign 18. 24/09/2010 Jason Yip | Vacancy: Marketing Manger My Approach Ambassador Campaign Studying at Teesside University was the Stepping stone in my career 19. 24/09/2010 Jason Yip | Vacancy: Marketing Manger The Critical Issues Issues Negative Perceptions Lack of Awareness Increasing Competition Devaluing of Education Political and Economic Factors Ways to Tackle: Image Campaign Market Research Effective Media Buying Use Ambassadors React to Change 20. 24/09/2010 Jason Yip | Vacancy: Marketing Manger My Approach Change Your Career CAMPAIGN A campaign aimed at highlighting the opportunities for changing your career through HE at Teesside Campaign Synopsis Use interesting courses and job prospects to highlight new career opportunities Games Level Designer Crime Scene Investigator Economical Relevant (Jobs Cuts & Losses) Chorus Public Sector Cuts Use of quirky / striking photography i.e Teesside Uni Crimelab / Crime scenes Opportunity for Viral Marketing Opportunities Interactive Course Chooser 21. 24/09/2010 Jason Yip | Vacancy: Marketing Manger QuestionsThank You - Questions 22. 24/09/2010 Jason Yip | Vacancy: Marketing Manger My Approach Tackling the Issues STRATEGY Market Research Current Position Business Analysis Competitors Audience Decision Making Process Maximise existing channels Existing students #27,954 Alumni Network University Enterprises 13 Strides Key Partners / Affiliates Regional Schools, Colleges & 6th Forms UCAS Assess ROI and refine collateral, channels and messages 23. 24/09/2010 Jason Yip | Vacancy: Marketing Manger My Approach Made By Teesside Campaign A campaign that uses students to contribute to the advertising activity and marketing collateral: Copy writing Marketing Students Design & Artworking Design Students Visualisation 3D/Visualisation Students Media Buying Business/Marketing Students Campaign Site Web Dev Students Social Media Student Led Crowd Sourcing All Students Campaign Synopsis Strong student focus Highlights Career Opportunities Promotes Aspiration Social Media Focus encourage participation Strong PR Angle Brave and dynamic Made By Teesside can be applied to all marketing activity A Campaign Website/Section will profile the students involved in Made By Teesside 24. 24/09/2010 Jason Yip | Vacancy: Marketing Manger My Approach Made By Teesside Campaign Janet Brown Visualisation Student Designed this Product Design Sarah Smith Business Student Sourced the Manufacturer Campaign identity + Call to Action 25. 24/09/2010 Jason Yip | Vacancy: Marketing Manger My Approach Made By Teesside Campaign Janet Brown Marketing Student Wrote this Copy Tanya Rice Design Student Designed this Poster 26. 24/09/2010 Jason Yip | Vacancy: Marketing Manger Tackling These Issues In Detail 27. 24/09/2010 Jason Yip | Vacancy: Marketing Manger Example Marketing Campaigns 28. 24/09/2010 Jason Yip | Vacancy: Marketing Manger Delivery / Tactics 29. 24/09/2010 Jason Yip | Vacancy: Marketing Manger My Approach Tackling the Issues DELIVERY E-Marketing / Online Activity Data capture oppo