20 Tavistock Square
Universities UK's annual Marketing and communications in higher education conference returns. A highlight of the year, this one-day event will bring together communications, marketing, external relations and digital professionals to discuss the changing communications landscape we find ourselves in, and the associated risks and opportunities.
The prevalence of social media is blurring lines between the public and private spheres. This presents a great opportunity for universities to engage students on a more personal level than ever before, while an increasingly rapacious news cycle and distrustful political atmosphere are creating a challenging environment for universities to make their case to the public.
This conference will be useful for staff who have responsibility for or play a part in the communications and marketing strategy of their organisation. All with an interest in this topic may attend, but relevant job titles include:
If you have any questions about this or any other of our events, please contact us on firstname.lastname@example.org or 020 7419 5535.
We also have a range of sponsorship opportunities available at this event. Please contact Esther Dudley, Head of Events and Engagement for information. tel: 020 7419 5412; email: email@example.com.
Tracey Lancaster, Deputy Vice-Chancellor (Resources), Leeds Beckett University
Kirsty Marrins, Digital Communications Freelancer and author of A wellbeing guide for Comms professionals
How does data significantly impact your advertising strategy and therefore influence campaigns? At Akero, we find ourselves uniquely positioned within our sector, drawing from a wealth of data spanning the last decade of online advertising. This insight has allowed us to understand the impact of events and external factors on advertising campaigns and engagement of our target audience. In this session we look at how this can drive strategy and how data-driven tools and methods can ensure the best campaign outcomes.
Shay Savage, Head of Sales, Akero
MadeAtUni is the UK higher education sector's public impact campaign. Since launching one year ago, the campaign has reached 46 million unique users on social media and generated 343 items of media coverage including the Mail Online, Mumsnet, BBC Breakfast and Sky News.
There are plans to take the campaign to the next level over the next year, as we seek to demonstrate how universities are making life better for people, whether they've been to university or not. This session aims to make the most of delegates' creativity, insight and knowledge as we explore future themes for the campaign: creative excellence, sport, and the environment.
Michael Thompson, Deputy Director of Communications & External Relations, Universities UK
Nicole Martin, Associate Director, ENGINE MHP
Joel Essex, Senior Account Manager, Run Communications
The UK has long been an appealing destination for international students: our reputation for excellence; our heritage and the lifelong value of a UK education. But in a more competitive world, hear how the Study UK campaign promotes the study offering on behalf of the whole of the UK. In this session we'll share some of our insights which drive our marketing approach; what's working; how UK universities can get involved.
Fiona Samson, Campaign Director, Study UK, British Council
Kitty Jones, Social Media Officer, GREAT Campaign, British Council
With clearing becoming the route of choice for more students than ever before, are institutions prepared for this increasingly growing and complex marketplace? Jonah Duffin, CMO, IDP Connect, uses Complete University Guide and Whatuni data to understand this year’s clearing performance and what’s needed to prepare for the future.
Jonah Duffin, Chief Marketing Officer, IDP Connect
Charlotte Urwin, Head of Standards, IPSO
Tamsin Starr, Head of News, University of Cambridge
Chatham House Rules apply for this session.
In December 2016, Newcastle University student Ed Farmer died from excessive alcohol following an initiation event. The tragedy came at the end of a year which had been marked by rising tensions between permanent residents and students living in Newcastle following a rise in anti-social behaviour and the emerging 'super-party' phenomenon.
The first part of this session will look at the crisis communications led by Newcastle University in the wake of Ed's death and how we worked with the family and other partners to ensure something positive came from such a tragedy.
In the second part, we will look at the impact of growth on 'student' areas, discuss some of the community engagement projects being led by Durham University and discuss how we can counter the rowdy student image.
This will be an interactive session with the opportunity to discuss in groups your own student/resident relations and how different universities are tackling the problem.
Louella Houldcroft, Senior Communications Manager, Newcastle University
Claire Whitelaw, Head of Communications & Engagement, Durham University
During this session we will hear from Gavin, Managing Director of Little Forest on how leading institutions are working to approach the issues of accessibility and why this is a pertinent and all-important topic for marketing and communications professionals.
Gavin Colborne, Managing Director, Little Forest
This session will showcase new research into 14 to 17 year olds specifically created for the conference. The research will identify what is important to this audience and the sort of content and assets that change behaviours. In addition, this session will showcase some applied examples of how different Universities (working with Rocket) have delivered campaigns acting on these insights.
James Erskine, Managing Director, Rocket - Powered by the Big Shot
Nicola Marsh, Associate Director, Social and political research, Savanta ComRes
Rachel Hewitt, Director of Policy and Advocacy, Higher Education Policy Institute (HEPI)
Chaired by: Nicky Old, Director, Communications and External Relations, Universities UK
Tracey is Deputy Vice Chancellor (Resources) at Leeds Beckett University with strategic responsibility for external and internal communications, UK and international student recruitment, which comprises c. 75% of the University's income, widening participation in higher education and the University's civic engagement.
Her role also includes Finance, Estates, ITS, Human Resources as well as Sports Facilities. She joined Leeds Beckett in July 2016 and, prior to that, was Director of Corporate Affairs at Sheffield Hallam University where she reshaped and united its marketing, communications and student recruitment functions.
Tracey started her senior career as a marketing manager for the Royal Shakespeare Company before moving into higher education in 2002 to become the first Director of Marketing at the University of Birmingham.
Tracey is chair of 'Go Higher West Yorkshire', a collaboration between the region's further education colleges and universities, striving to increase the numbers of young people accessing higher education in West Yorkshire. She is currently a member of UUKs Admissions Review.
Kirsty is a copywriter, accredited trainer and consultant working in the charity sector. She has a regular column in Third Sector where she writes about all things digital and was named one of the 100 most influential people in the charity sector. She won Best Trustee in the Social CEOs Awards in 2017 and is a proud trustee of CharityComms.
Shay brings a wealth of experience and knowledge in advertising, media and account management. With 8 years' experience working within advertising, social listening and market research technology, Shay is no stranger to navigating her way through complex enterprise, governmental and educational institutions. This allows her to be well equipped to understand the complexity and key goals of your organisation and work with you to define and implement your marketing and campaign strategies.
Steven has worked in the communications team at the Department for Education (DfE) for over four years, with the last two of those spent managing the government's Higher Education portfolio, responsible for media and communication activity in this area. This includes creating media stories, strategic planning of communications activity, acting as Press Secretary to the Universities Minister and providing advice to the Education Secretary, while coordinating this with other work across government.
Fiona joined the British Council eighteen months ago to lead on the Study UK campaign. Most of Fiona's career has been in central government where she led marketing programmes for Department of Health; Defra, and finally at the Department of Energy & Climate Change. Her most recent role was at the Royal Academy of Engineering where she worked with the engineering faculty across a group of universities on a programme to promote engineering to young people as a career.
joined IDP Connect in 2017 after 11 years in various roles at Birkbeck,
University of London, including Director of External Relations and Head of
Marketing and Recruitment. He brings together all digital marketing disciplines
across the Higher Education and International channels as well as B2B
marketing, creating a strategic platform for growth.
Charlotte Urwin is Head of Standards at the Independent Press Standards Organisation (IPSO), the regulator of the majority of the UK's newspapers and magazines. Her responsibilities include developing guidance for journalists, monitoring compliance with the Editors' Code of Practice, and developing and overseeing IPSO's Standards Investigation procedures. Charlotte previously worked for the Health and Care Professions Council as Policy Manager and has also worked for charities and for the Department of Health.
Tamsin Starr, Head of News, University of Cambridge Communications Office
Tamsin Starr is head of news of the University of Cambridge, overseeing communications on education and teaching in addition to reputation management. She oversees the University's widening participation and access communications as part of her current role and was responsible for designing and delivering the current 'Get in Cambridge' social media campaign to attract underrepresented students to Cambridge, which drove 500+ 'hard to reach' students to the University's open day bookings earlier this year. She has held senior communications roles in higher education institutions including St George's medical school in London and in external relations for one of the government's largest departments. This followed a career as a national news journalists for outlets including the Guardian group, BBC and Daily Mail Trust.
Louella jointly leads the press team at Newcastle University and is also responsible for all communications relating to the Faculty of Science, Agriculture and Engineering. After more than a decade in regional and national print journalism, she moved to become Head of Communications for Northumbria Healthcare NHS Trust before moving to Newcastle University.
Claire is head of communications for Durham University, leading the corporate and research communications teams, and has won numerous industry awards for campaigns. She was previously media relations manager for Durham and Newcastle universities. Claire is a qualified journalist and spent the early part of her career as a researcher for national BBC TV and as a reporter for regional newspapers in North East England and Yorkshire.
Gavin Colborne is passionate about communications and how digital channels help to make the world a smaller and smarter place to live. He leads the team at Little Forest in their mission to help organisations improve their websites through Digital Governance. Gavin has 25 years of experience in web technology and has helped hundreds of brands in this time. His current interests are Accessibility, Auditing Web Estates and Content Policy. Being a father of 5 children keeps Gavin busy when he is not at work.
James Erskine, is Managing Director of 'Rocket - Powered By The Big Shot'. Over the last 10 years, Rocket have become recognised as a leader in marketing, creative and content to reach youth and children's audiences.
They currently work for 7 Universities, ITV, Merlin Entertainment , Penguin Random House, NUS Extra and many others, creating content and delivering engaging marketing as well as delivering a number of other entertainment properties.
James pioneered content marketing in his work at Omnicom agencies nearly 20 years ago. Outside of work he has two children which explains the bags under his eyes.
Nicola heads up the Social and Political Research team at ComRes, helping her clients to use data effectively to guide internal decision-making and strategy on communications, reputation, stakeholders and membership, and public policy.
Nicola has extensive experience of conducting mixed method research, with expertise in conducting research on complex and divisive topics, such as those which are determined by embedded value and cognitive frames or driven by political views. She has applied research findings to advise clients in the post-18 education sector on topics including student funding, the perceived value of international students amongst the general public and parliamentarians, the successes and challenges of apprenticeships, and perceptions of specific universities across a number of stakeholder groups.
Rachel joined HEPI in November 2018, as Director of Policy and Advocacy and has written about a wide variety of HE policy issues, including the financial stability of universities and the well-being of staff. Prior to joining HEPI, Rachel held a number of roles at the Higher Education Statistics Agency (HESA), focused on data policy and governance and gathering requirements for information that could be met from HESA data. Rachel also lead on the review of data on graduate destinations and designed and implemented the new Graduate Outcomes survey.
Nicky Old is 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.