09.30
| Platform opens for self-navigation and exploration
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10:00-
12:00 | Morning plenaries
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10:00
| Welcome and opening remarks from the chair
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10:10
| Opening keynote: challenging the sector on equality and diversity
Nishma Robb, Marketing Director, Google – invited
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10:30
| Covid-19 recovery - what next?
Jennifer Lipman, Associate Director, Lexington Communications Dr Susan Kinnear, Director of Global Communications MA, Cardiff University Ben Verinder, Founder and Managing Director, Chalkstream
Now that we as a country are moving through the recovery phase of this pandemic, what are the next big challenges for university marketing and communications leaders, and how do we address them?
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11:20
| The defining social media app of Gen Z: Tik Tok
Richard Waterworth, General Manager, UK & EU, TikTok - invited
Anu Hautalampi, Head of Social Media and AV, University of Cambridge
More speakers to be announced.
With the highest social media engagement rates per post and over 800 million active users worldwide, TikTok has the attention of millions of people aged 16 to 24. How can universities harness the power and reach of this rapid global phenomena to engage with current and prospective students in a way which feels natural and in-keeping with the platform?
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12:00- 14:30 | Break from sessions and opportunity for networking
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14:30-16:00 | Day 1 - Breakout sessions
Choose one session to attend. Small group discussions to follow each session.
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| Internal relations and communications
Mark Tallentire, Communications Officer (Corporate), Durham University
Kerry Law, Chief Marketing and Engagement Officer, University of Leicester Dr Philip Pothen, Acting Executive Director of Marketing and Communications, De Montfort University The last 12 months have had an unprecedented impact on university communities. With existing challenges and pressures facing institutions and individuals of Brexit and industrial action, Covid-19 has meant that the focus on internal communications and staff engagement has been more important than ever. As universities attempt to deliver their usual activities in far from usual circumstances, effective communication with staff and students – and with the local community. This session will explore case studies from two institutions which have taken innovative approaches to internal relations.
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| Virtual recruitment events
Amanda Gregory, Chief Operations Officer, Univer
Beth Prescott, Head of Events and Ceremonies, Queen Mary University Chair: Emma Darwin, Director, Assemble Events
More speakers to be announced.
Marketing and events teams have been thrown into the world of virtual open days, graduation ceremonies and other set pieces where they have had to figure out a way to virtually open their doors to external audiences. What have been the benefits of conducting business online and how has this affected international recruitment? Will they become a part of the business as usual? As universities have rushed to transfer open days online, what has gone well, and what are the pitfalls to avoid for the coming year?
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| End of Day 1
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9:30
| Day 2 - Platform opens for self-navigation and exploration
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10:00-11:30
| Day 2 - Morning breakout sessionsChoose one session to attend. Small group discussions to follow each session.
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| Crisis communications in HE
Fiona Fox OBE, Chief Executive, Science Media Centre – invited Chris Tucker, Course Leader for CIPR Crisis Communication Diploma, PR Academy, Consultant, TopLine Comms, Associate Lecturer (Public Relations), London College of Communication Tahmina Choudhery, VP Professional & Social Sciences, Middlesex University Students’ Union
As communications professionals, your job is to promote but also to defend. What happens when something goes wrong? What happens when you get it wrong? How do you reassure your communities that everything is under control or get the right messages across both internally and externally? This session will tackle crisis and risk in communications but also address how to support communication staff with dealing with fallout and mass responses. We will also hear reflections on how universities communicated responses to the Black Lives Matter campaign, and what lessons can be learnt from this.
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| Ensuring expectation equals reality
Paul Humphreys, Founder and CEO, StudentCrowd
Dan Ramsay, Director of the GREAT Campaign, Department for International Trade
More speakers to be announced
How well are UK universities managing expectations of prospective students and the reality of current students?
In recent years several universities have been criticised for their use of statistics in promotion and advertising. How can marketing professionals highlight their university’s strengths, while not misleading? In this era of blended learning, student experience has changed. This session will explore what universities need to be aware of to ensure their university promotions reflect the student experience.
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11:30-14:30
| Break from sessions and opportunity for networking
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14:30-16:30
| Day 2 - Afternoon plenaries
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14:30
| Welcome opening remarks from chair
Nicky Old, Director of Communications and External Relations, Universities UK
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14:40
| In conversation with... Kamal Ahmed
Kamal Ahmed, Editorial Director, BBC News
In this session, we welcome Kamal Ahmed to discuss the BBC’s strategy for shaping editorial content to ensure that it accurately reflects its audience and how it is changing and embracing new technologies. We will also hear how you work effectively with news media and content providers to promote your good news stories.
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15:00
| Communicating value to local and wider communities
Lizzie Ellen, Communications Manager, King’s College, London
Victoria Pearson, Head of Corporate Communications, University of Reading
While attention has been on the impact of covid-19 and the move of university teaching and services online, the question of the value of higher education has not gone away. This session will look at case studies from two Universities who have gained public attention for their initiatives that aimed to contribute and add value to our wider society. They will discuss what impact they had and the response they received.
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15:30
| Recruiting and engaging in tough times
Jim Tudor, Founder, Future Index
Polly Cziok, Director of Communications, Culture and Community, Hackney Council
Jen Capstraw, President & Co-Founder, Women of Email - invited
Cutting through the noise and standing out in a recovering global market is tough. Why should prospective students choose you? Why should current students stick with you? This session will share highlight strategies to engage concerned audiences and how to stand out as a trustworthy brand.
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16:05
| The future of league tables
Alastair McCall, Editor, The Sunday Times Good University Guide
As UK universities take a hit in the global higher education rankings, we take a look at the behaviour in the market that led to these results. This session will hear from league table providers about how sustainable their methodologies are and how they contribute to a University’s reputation.
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16:25
| Closing remarks
Nicky Old, Director of Communications and External Relations, Universities UK
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