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Communications Strategy SBS - Master

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David Mashiter

on 4 March 2015

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Transcript of Communications Strategy SBS - Master

Context Analysis & 2020 Strategy

Presentation Aims & Objectives:

Outline the development of a communications strategy for SBS by examining and identifying:
Context Analysis: Lancaster University
Promotional Goals (Identification and definition thereof)
- Corporate Goals
- Marketing Goals
- Communication Goals
Stakeholder identification
Promotional Strategy
- Pull
- Push
- Profile
Coordinated Communication Mix
Evaluation (including success measures)
Identification of communication and marketing priorities within SBS

'Communication - 2020'
Development of a Communications Strategy for Student Based Services (SBS)

Espírito Santo
Minas Gerais
495 Clientes
David Mashiter
Wednesday 13 August 2014
Promotional Goals
Corporate Goals
Corporate Goals - Part I
The development of a communications strategy for SBS must be aligned with, underpinned by and support the Strategic 2020 plan (creating a global university)
Support through our SBS function, the priorities of:
- research
- teaching (student experience)
- engagement (students, businesses & communities)
Support through our SBS function, the strategic goals of:
- establishing ourselves as a global university
- strengthening our national position
Communication Goals
Communication Goals
To inform - stakeholders e.g. key information/statistics
To request (call to action) - request specific action by the receiver
To persuade - reinforce or change a receiver's belief.opinion about a topic
To build relationships - with stakeholders (internal and external)

Specifically : (underpinned by the AIDA model - Attention, Interest, Desire & Action)
to disseminate information in an appropriate timescale
to ensure information is appropriate to the audience
to ensure the appropriate audience receives the information
to ensure a consistent brand and professional image is used in relevant communications (internal communications framework / house style)
to raise awareness of departmental services to students and other stakeholders
to make the best use of available technology in delivering messages to students and stakeholders.
Corporate Goals - Part II
Communication Strategy linked to SBS Values & Behaviours
to establish SBS as the service of choice students think about and want to use
for SBS to become an expected, valued and integrated element of the student journey
to ‘inform, excite and inspire’ our customers (students, staff and alumni)
to be the benchmark / market leader of student services across the HE sector (2020 Strategy)
to understand the changing needs of all our customers/clients
Marketing Goals
Marketing Goals
to market SBS as a fundamental core need for students to support their journey
to ensure SBS is viewed as professional, supportive, innovative and fun
to increase footfall into The Base - increase engagement
to promote SBS widely across all stakeholder groups (internal & external)
to target non-users of the service (established through research, forums)
to build collaborative relationships with intermediaries and other partners
to collect, collate and report on evaluation and feedback of our services

Underpinned by Lavidge and Steiner (1961) model cited in Fill 2002, page 488
to raise Awareness
to generate Interest/Knowledge
to ensure stakeholders Evaluate/Preference
to ensure stakeholders Trial/Conviction

Internal Stakeholders
External Stakeholders
Thank you for listening, Time for Questions
Timely, constructive and collaborative engagement through effective communications and marketing with key stakeholders:

Internal Stakeholders
SBS Divisions:
- The Base, Accommodation, Careers (incl: Employment & Recruitment Service), Counselling & Mental Health, Disability, Student Funding, Registry, International Student Support
Wider Lancaster University Colleagues/Departments
- 4 main faculty areas (FASS, FST, FHM, LUMS)
- Academics (Tutors)
- Professional Support staff (external to SBS)
- Facilities (to inform students of maintenance work)
- LIS (to
- Students’ Union (collaborative working)

Current Students: (Full time part time, distance learning)
- Undergraduates (FdA, PELP)
- Postgraduate (Masters, Research, PhD)
- International students, on-campus and off-campus (including) partner colleges/institutions), home and international (including EU)

Potential / Prospective students (UK & International Recruitment) (16 / 17 years olds)

Past Students
- Alumni

Employers (Info Lab, SME's, Unite with Business)

External stakeholders

The Quality Assurance Agency for Higher Education (QAA)
Office of Fair Access (OFFA)
Employers (Recruitment Service, Chamber of commerce)
BACUP (Counselling)
AGCAS, Matrix (Careers)
UPP (Accommodation)
Employers (Info Lab)

Context Analysis

Lancaster University - 50th Year (Founded 1964)
c.21,000 students overall
c.12,000 students on campus (Lancaster) from 120 countries
2500 staff across academic depts and professional services
- 4 main faculties
- c.90 departments/centres
100,000 alumni in 148 countries worldwide
UK Partnerships:
Furness College
University of Cumbria
University of Manchester
International Partnerships:
Lancaster University Ghana
‌India: Goenka
Malaysia: Sunway University

To collect, collate and report on evaluation and feedback of our services, as follows:

Gather evaluation after each SBS event/workshop
To evaluate stakeholders after interaction with SBS
Undertake ‘on the spot’ evaluation of users and non-users (randomly selected on campus) throughout the academic year
Evaluate users of our e-guidance/engagement e.g. (TARGETconnect)
Evaluate the webpages using analytical software - Use results to inform the development of our online presence
conducting market research / forums
analyse consumer responses to the advertisements using various media channels
revisit communication strategy/plan after 6 months have elapsed
creation and dissemination of customer satisfaction surveys

(Pull/Profile Strategies)
- High frequency ‘scheduling’ (OTS & OTH) ‘advertising’ campaign which will reach our target audiences.
- LU Plasma Screen Television Advertising
- Web/Internet 'Advertising'
- Social Media: Facebook, Twitter, Instagram
- YouTube, Vimeo
- Publications/Printed Press

Personal Selling
(Push Strategy)
- CollegesFoyers
- Workshops/fairs/events
- 1-1 meetings/sessions

Sales Promotion
(Push Strategy)
- Posters/flyers
- demonstrations
- exhibitions
- giveaways
- merchandising

Public Relations
(Profile Strategy)
- Press releases - favourable publicity (for internal and external audiences)
- Credible case studies
- opinion leaders (societies) to break down any potential barriers.

Direct Marketing
(Pull/Push strategy)
- E-marketing/viral marketing techniques such as e-mail, e-newsletters, blogs, e-zines etc
- Direct mail - Flyer drops
- SMS text messages to stakeholders announcing events and updates
- Global stakeholder emails

Why does SBS need a communication strategy? To support the below:

Development of SBS communications to staff, students & external audiences. To ensure these communications are clear, effective and coherent.

Competition within HE sector. Post inception of variable tuition fees (Brown Report, 2011)

National Satisfaction Survey (NSS)

Unistats and Key Information Sets (KIS)

Destination of Leavers from Higher Education (DLHE)

Support the retention of students - (Reduce attrition)

Engagement with our stakeholders...
who are they?
Rationale for the development of an SBS Communications Strategy. Why?
Coordinated Communication/Marketing Mix
Identified Communication Priorities for SBS
Current Students: (Full time, part time, distance learning)
- Undergraduates (BA, BSc, BEng, FdA, PELP)
- Postgraduate (Masters, Research, PhD)
- International students:
- on-campus
- off-campus (including) partner colleges/institutions), home and international (including EU)

Prospective Students:
- 16/17 yr old - College and 6th form students

Past students:
- Alumni/Alumnus

External Agencies / Professional Bodies
Our Students
Full audit of existing Communication and Marketing approaches (frequency of communications, audiences etc)

Create a matrix mapping document for each area of SBS detailing existing communications and marketing

Review & develop existing SBS Website (all divisions)

Formation of a communications network across SBS and LU areas (key stakeholders)

Outline the delivery of the strategy - The Plan:
How I will achieve the identified goals. How, when, where, who, and what?
Resource Identification: (including)
IT resources
Non-IT resources
Operational 'vehicles'
Frequency of Messages

ICT Resources:
Moodle VLE
Lancaster Answers
CRM systems

Non-IT resources
Face to Face communication - as a 'vehicle'
Frequency of Messages
Source: www.lancaster.ac.uk/vc/key_facts , 2014
"I skate to where the puck is going to be, not where it has been."
Wayne Gretzky - Canadian former professional ice hockey player

Promotional Strategies:
Full transcript