20 Tavistock Square
This conference will give marketing and communications professionals the opportunity to learn about the latest digital innovations that can enhance university marketing and communications strategies and effectiveness.
Learning the most effective ways to engage effectively across multiple channels and segments
Ensuring the alignment of your message, channel and tone of voice
Empowering staff across your institution to implement your digital communications strategy
Examining what success looks like for your own campaigns
How you can best measure success
Universities operate on a global stage, and must communicate effectively with a vast range of different stakeholders. An effective digital presence is key to building and maintaining your institution's reputation, which in turn attracts students, staff, partners, and funding.
The ability to adopt digital innovation in marketing and communication strategies is more critical than ever for universities. But, with a plethora of digital platforms, how do you know which ones are right for you? And how do you ensure that everything you do complements your university brand, whilst reaching all of your target markets?
This conference will examine all of the above in the context of the 'challenger institutions' of the near future, digitally-savvy students, and the increasing need to react and adapt quickly and effectively.
UUK with partners Eduserv are conducting a survey with Marketing and Communication professionals working in the UK higher education sector.
The research aims to identify the challenges of managing a higher education web presence; and the resulting report will look into the changing role of the university website in light of new sector challenges and how universities should adapt to overcome these.
If you have responsibility for a university website we would like to invite you to fill in this short survey (13 questions, 5-10 minutes). For participating in this work you will receive a copy of the final report.
Nicky Old, Deputy Director, Communications and External Affairs, Universities UK
Professor Mark Smith, Vice-Chancellor, Lancaster University, and Trustee, Jisc
Staff are one of the most important aspects of your digital strategy, how do you ensure first of all that you have the right people, and secondly that they have the opportunity to develop the right skills? This session will examine how you ensure that staff across your institution are involved in your digital strategy, how you make sure they are confident in what it means for them and their departments, and how you empower staff to embed your digital strategy in all marketing and communications.
Tim Cockle, Head of Digital Strategy, Eduserv
Steve Newstead, Solutions Architect, Eduserv
What do university marketers think of their websites and their competitors? Analysing the results from Eduserv’s survey with Universities UK, this session will assess the priorities and digital tools in use and examine what universities can learn from other sectors.
Natasha Kizzie, Director of Marketing & Communications, National Citizen Service (NCS)
NCS recently passed the milestone of 200 000 young people having taken part, the result of a huge digital campaign. The success of this campaign was down to the use of metrics to inform their decision-making, and adapting strategies during the campaign in response to analytics.
Using a university demonstrator website, this session will show you how to:
Show potential students the right information at the right time
How university websites can be personalised to improve the user experience, and maximise conversions
Choose and use the right digital tools; how to recruit more international students.
Joseph Devo, Deputy Director of Marketing and Communications, Birmingham City University
Patricia Murchie, Director of Marketing and Communications, Birmingham City University
This session will examine Birmingham City University’s innovative social media campaign around clearing 2015 and 2016.
Peter Aitchison, Director of Communications and Public Affairs, University of Glasgow
Daniel Marrable, Senior Social Media Officer, University of Glasgow
It is becoming increasingly important to stand out in a crowded social media landscape. In this workshop, you’ll learn how the University of Glasgow effectively showcased the university’s contribution to the international discovery of gravitational waves using tailored content on all their social media channels. Come away with the tools you need to communicate, engage and stand out from the crowd with social media. The gravitational waves campaign reached over 3 million people winning the CIPR award for Best Use of Social Media and the HEIST Gold award for Most Effective Use of Social Media.
Dan Beynon, Head of Education, SMRS
The panel will share their experiences in relation to university marketing and communications, and answer questions in relation to their own applicant student journey recalling what impressed them, or otherwise. The session will cover the application period as well as the first year as an undergraduate. SMRS launched their exciting research project, 'Revisions and Decisions - The Student Journey’ in September 2013. Over the last 3 years, 50 students have taken part in ongoing qualitative research and dialogue investigating their practical and emotional journey as they make key decisions on courses and careers. This session will also include outputs from the R&D project.
Donald McLeod, Deputy Director of Marketing and Communications, University of Hertfordshire and Chair, Higher Education External Relations Association (HEERA)
Craig Elder, Co-founder, Edmonds Elder
Craig Elder led the Conservatives’ digital campaign during the 2015 General Election, the first UK election where digital had a significant and demonstrable impact on the outcome. Through sophisticated use of social media, email and creative content, the Conservatives identified and motivated supporters to take actions to support the campaign, and reached swing voters with highly targeted messages on the issues relevant to them. He now runs the digital consultancy Edmonds Elder, and will explain how he works with organisations from a range of sectors to identify and reach key audiences, build communities and get real results from digital.
Chair—Donald McLeod, Deputy Director of Marketing and Communications, University of Hertfordshire and Chair, Higher Education External Relations Association (HEERA)
Speakers—Helen Pennack, Director of University Marketing, The University of Warwick
Ann Fernandez, Director of Marketing and Communications, Bournemouth University
Tania Rhodes-Taylor, Director of Marketing and Communications, Queen Mary University of London
Lorraine Westwood, Director of Marketing and Communications, Keele University
An effective digital presence is key to building and maintaining your institution's reputation, which in turn attracts students, staff, partners, and funding. Universities have a plethora of channels at their disposal, and must ensure that they use the most effective channels and messaging, whilst ensuring consistency and accuracy of information.
How do you ensure that new social media channels are fully integrated into your marketing and communications strategy, and how do you ensure that what you do is rooted in core marketing principles?
How do you decide what channels work best for what message?
How do you work with the fact that you cannot control all stakeholder voices?
What are the benefits and drawbacks of a corporate, centralised tone of voice versus a decentralised one?
What steps can you take to ensure that words are not detached from delivery when delivering a message across different channels?
Nicky Old is a Deputy Director – Communications and External Relations leading the in-house communications and external relations team which covers UUK’s media, government and political affairs, social media, digital and campaigning activities.
Before joining Universities UK, Nicky was Chief of Staff for the CEO and Head of Corporate Communications for the Education Funding Agency, part of the Department for Education. She also led on public affairs for the Building Schools for the Future programme. Before working in government, Nicky was a Head of Press and Information for the University of Oxford. She originally trained and worked as a print journalist.
Professor Mark E. Smith has been Vice-Chancellor of Lancaster University since January 2012, having previously been Deputy Vice-Chancellor at Warwick University. He has also worked in Germany and Australia. He is the current Chair of UCEA, the Financial Sustainability Strategy Group for Higher Education and the Graduate Prospects and HECSU boards. He is also a member of the HESA Board, the UniversitiesUK Research Policy, Funding Policy and Long Term Strategy Network groups, the Strategic Advisory Network for the EPSRC, is a Trustee of the AQA Council, and board member of the Higher Education Funding Council for Wales and the UPP Foundation Advisory Board, along with HEFCE’s Leadership, Governance and Management Committee. He has recently been appointed as a Council member of the All-Party Parliamentary University Group. Mark chaired the national review of A-level content 2013-14 and in December 2014 he became a Trustee and Board Member of Jisc. Regionally in the North West of England, Mark is a member of the LEP Board for Lancashire and also serves on the North West Regional Leaders Board.
Tim is an experienced technologist with a formal research background, combined with practical hands-on experience and commercial awareness.
He has worked as a Solutions Architect across several sectors and a diverse mix of technologies including service oriented architecture, mobile computing, clustered and distributed systems, visualisation, cloud and artificial intelligence.
Tim is a Chartered IT Professional with a Ph.D. in distributed computing and a MBA specialising in technology management. He seeks to realise the benefits offered by leading technology by understanding the business need and real world constraints.
Steven's career started in the financial sector where he developed banking applications for Santander and Co-operative banks. Since then he has worked in both full service digital agencies and web development software houses producing enterprise level Sitecore and Umbraco solutions.
In the last 18 months Steve has moved into a Solutions Architect role, advising customers on how to better leverage technology.
Outside of work you’ll find him wrestling his children into car seats and pottering down to the coast for some fresh sea air. He is also very happy to be able to sit and enjoy a nice cup of tea with a couple of chocolate Hobnobs.
Natasha is a youth marketing specialist with over 13 years broad category experience in the private sector. Most recently Natasha was Head of Entertainment for Arnold KLP. She was the strategic business lead responsible for creative ideation for all entertainment new business account wins: Guinness, Smirnoff Ice, Hennessy, Orange UK, Orange group, Nokia and Bacardi. She has a successful track record conceiving and delivering youth and young adult 360 cross-channel communications campaigns that drive awareness, consideration and engagement.
Peter Aitchison is the Director of Communications and Public Affairs at the University of Glasgow. A former senior news editor with the BBC working on programmes including Today, Good Morning Scotland and Newsnight Scotland, Peter joined the University of Glasgow in 2011. He oversees external and internal communications, social media, public relations and public affairs.
Daniel Marrable is the Senior Social & Digital Media Officer for the University of Glasgow. Daniel’s team manages all content and activity for UofG’s main Social Media channels which reach an online community of over 1 million people per week. This year the UofG Social Media team won both the CIPR and HEIST awards for most effective use of social media for their coverage of the discovery of gravitational waves.
SMRS help universities tackle their communication and branding challenges. Dan provides insight and sector expertise to SMRS’s 25 University clients. He has over 14 years experience in higher education and student recruitment marketing and has worked with both UK and International universities. Over the last 3 years Dan has led SMRS’s Revisions and Decisions project following 50 UK students every step of the way through their undergraduate application process.
Mark is the Managing Director of Twenty Thousand Leagues. He is particularly interested in the social uses of technology. From a marketing communications perspective this translates to taking an evidence-based view of what we believe is effective and testing it thoroughly. He has found these answers usually contradict the prevailing trends.
Mark's experience comes from working at the UK’s top-rated search agency, then at the world’s largest independent digital media agency for a number of years, finally as Director of Social Media for the UK and Europe. More recently he has worked for the University of Brighton and now provides independent consultancy to a number of different institutions, all centred on using online marketing in unique ways to directly support student recruitment targets.
John is Head of Content and Channels at Sheffield Hallam University. He leads the team responsible for the development of marketing content across all platforms as well as heading up the delivery of the new University website - driving forward a long-term strategy for embedding a digital culture across the organisation. Prior to working at Sheffield Hallam, John managed the Design team at multinational mass media and information firm Thomson Reuters.
Richelle¹s current role involves enhancing the reputation of Sheffield Hallam University by promoting the impact of our research and innovation, the quality of our contribution to the city and region and the richness of our partnerships with organisations. She has led on a number of innovative marketing initiatives including sponsorship of Tramlines - an urban Sheffield music festival, development and implementation of the Sheffield Institute of Education rebrand and large scale recruitment and reputational campaigns.
In previous roles Richelle was Marketing Manager at HSBC, where she focused on Foreign Exchange and managed a global project team across 42 regions and Advertising Manager for British Telecom developing consumer advertising campaigns.
Jerome Price is the Community Manager at the University of Hertfordshire, a role responsible for overseeing social accounts and strategy for the university social community. Jerome has over ten years’ experience in higher education, building and maintaining online communities, managing reputations, and creating engaging content. He was part of the team who were highly commended in the Innovation category at the 2016 HEIST Awards, and finalists in CIM Marketing Excellence and CIPR Excellence Awards, for the live streaming broadcast 'Clearing Live'. Jerome is passionate about the University community, both as a member of staff and a graduate, having achieved his MA in Journalism and Media Communications in 2012.
Over the last 20 years Donald has held a variety of roles in the field of marketing and communications. Starting at the Benefits Agency and then moving on to the University of Hertfordshire, where he was initially the University’s only Marketing Officer.
In his current role he has responsibility for the University’s marketing, communications, international recruitment and alumni & development activity.
Donald is an early adopter of technology that has been deployed to deliver high impact and award winning marketing and communications campaigns. He believes the perverseness of digital media brings many challenges for large complex organisations and these include coherence and consistency of message, effective channel management and, of course, personalisation.
Martha is founder and executive chair of Doteveryone.org.uk. In April 2016 she was appointed as a non-executive director of Twitter. Martha became a crossbench peer in the UK House of Lords in March 2013, which was also the year she was awarded a CBE, and in March 2014 she was appointed Chancellor of the Open University.
Martha co- founded and chairs LuckyVoice, revolutionising the karaoke industry, and is a non-executive director of the Baileys Women’s Prize for Fiction, the Creative industries federation, the Scale Up Institute and the Open Data Institute. Martha has also founded her own charitable foundation Antigone, and also serves as a Patron of AbilityNet, Reprieve, Camfed and Just for Kids Law.
Along with Brent Hoberman, Martha co-founded Europe’s largest travel and leisure website lastminute.com in 1998, which they took public in 2000 and sold in 2005.
Craig Elder is Co-Founder of Edmonds Elder, a digital consultancy that helps clients put digital right at the heart of organisations and campaigns - where it can drive real results. Prior to starting Edmonds Elder, Craig was Digital Director for the Conservatives at the 2015 UK General Election, spending two years building a digital operation that experts agree was crucial to delivering the Party's first majority in 23 years. He has also worked at at leading advertising and communications agencies helping a range of clients - including McDonald’s, the BBC and Nando’s - with their digital strategy.
Helen Pennack is Director of Marketing and Communications at the University of Warwick. In her role she provides strategic marketing and communications leadership for the University, with responsibility for brand and positioning, marketing communications, marketing support for departments, market and customer insight research, online and digital communications, relationship marketing and CRM, student and staff communications, alumni engagement and events. Helen also has direction over the marketing activities in the University’s commercial arm.
Helen is passionate about brand and integrated marketing communications, relationship marketing and online marketing and the use of market research and customer journey mapping to drive all marketing activity.
Tania Rhodes-Taylor is Director of Marketing and Communications at Queen Mary University of London. She has strategic oversight and responsibility for reputation development, marketing, international activities, student recruitment, widening participation, public relations and events. Tania has worked in Higher Education for ten years and prior to this her experience was primarily in the private sector.
Loraine took up the post of Director of Marketing and Communications at Keele University in April this year. This is the latest step in a career in higher education marketing and communications which spans more than 15 years.
With experience of the challenges of both small specialist institutions, with five years as Director at Harper Adams University, and ten years at post 92 universities, Birmingham City and Manchester Met, Lorraine has faced a broad range of challenges. Throughout her career she has remained focused on the indivisible link between student recruitment, widening participation, brand and reputation. Whilst others have often separated out these Lorraine strongly believes that the needs of all are best served by a fully integrated approach to marketing and communications.