Marketing and communications in higher education 2021

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Overview

With the world returning to a state that somewhat resembles normalcy, how will universities' marketing and communication teams switch gear to meet the demands of a new landscape? How have student expectations changed, and how can we utilise digital tools and platforms such as TikTok to improve communication with students? And with the UK having officially left the EU and the world still experiencing travel restrictions, what will the future of student recruitment look like?

This hybrid event will bring together communications, marketing, external relations, public affairs and digital professionals to explore how the sector can navigate the new landscape it finds itself in. Delegates will be able to choose whether they attend the event in-person or online.

Why should you attend?

A highlight of the year, this conference is dedicated for marketing and communications professionals to hear from sector experts on what to expect for the coming year, as well as to share best practice and network with peers.

If you have any questions about this or any other of our events, please contact us at events@universitiesuk.ac.uk or 07500 441505.

We allow delegates to cancel their bookings up to one month before the event and receive a refund. If this applies to you, please contact us at the email or phone number above.

If you want to stay up to date with our events, news and publications, you can sign up for our newsletters here.

Agenda

09:30

10:00

Conference venue / platform opens

In-person at Woburn House: Registration and refreshments
Online: Platform opens for self-navigation and exploration

10:00

11:40

Opening plenaries

Hybrid sessions: if you are attending online you will be able to submit your questions for speakers via the conference platform

Room: Woburn Hall

10:00

10:15

Welcome and opening address

Angus Walker, Account Director, Denford, former Government Special Adviser and ITV News Correspondent

10:15

10:55

Navigating social and cultural division

Viki Cooke, Founding Partner & Chair, BritainThinks
Smita Jamdar, Partner & Head of Education, Shakespeare Martineau

Freedom of speech and academic freedom are a fundamental part of UK universities, but as universities hit the headlines on this topic does this interest from some sections of politics and media reflect what’s really happening on campuses and do the public care about it? And what’s going to change when the Higher Education (Freedom of Speech) Bill becomes law?

10:55

11:40

Technology trends: Tik Tok and Twitch

Catherine Beachill, Social Media Manager, University of Salford
Samantha Hornsby, CEO and Co-Founder, ERIC

This session will explore how universities are engaging with the latest technology trends and highlight successful projects and campaigns. Are these platforms here to stay and should you get on board?

11:40

12:00

Refreshments / screen break

12:00

12:45

Breakout sessions (choose one to attend)

Hybrid sessions: these interactive breakouts will bring online and in-person attendees together - if you are attending online you will be able to turn your camera and microphone on to speak to panellists and other delegates

12:00

12:45

A: The power of storytelling: changing the narrative for arts and humanities

Lee Hornsby, Senior Development & Partnerships Manager, Talent & Skills, Creative UK

This session will focus on how those championing arts, humanities and social sciences can develop and deliver a narrative which demonstrate the importance of creativity and the arts for society and the economy. What role can universities play to support this through the power of storytelling?

Room: Foster

12:00

12:45

B: Conscious Advertising: How to navigate the ethics of advertising while reaching your audience

Mark Garrett, Director of International, University of Law and Chair, Universities Marketing Forum, CASE Europe
Jon Kirk, Lead Client Partner, SMRS
Chair: Alex Murray, Civil Society Partnerships Manager, Conscious Advertising Network

Do you know where your marketing budget is going? With modern technology advancing so quickly and advertising ethics falling behind, how can the sector ensure they are working within good practices to make conscious advertising decisions? This session will cover alternative media options that are available, how you can work collaboratively with the ad industry to address online harms and why you don't have to turn your ads off to make a difference.

Room: Bloomsbury

12:00

12:45

C: How your China digital marketing can finally be brought in-house

Desmond Kohn, Head of Partnerships, Sinorbis
Giles Jacobs, Regional Director (East Asia), Aberystwyth University
Chair: Jeremy Phillips, UK Partnerships, Sinorbis

In Higher Education, China is simultaneously one of the most important international markets, but also the hardest to crack. The result? Often, China marketing initiatives are outsourced entirely or restricted to very few people. In this session, we will demonstrate that once you have the right tools, you can finally start mastering China in-house, the same way you tackle all other markets.

Room: Woburn Hall

12:45

13:30

Lunch and networking

In-person: Lunch and networking
Online: Break from sessions and opportunity for 1:1 networking

13:30

14:05

Specialism roundtables (choose one to attend)

These roundtables are a chance for counterparts and peers who work in similar areas across the sector to network and share best practice on current challenges and relevant topics.

Please note: there will be separate roundtables and hosts for in-person and online delegates.

13:30

14:05

A: International student recruitment

In-person host: Charlene Allen, Co-Founder and Director, The IC Global Partnership (Room: Foster)
Online host: Mark Garrett, Director of International, University of Law and Chair, Universities Marketing Forum, CASE Europe

13:30

14:05

B: Internal communications

In-person host: Liam FitzPatrick, Partner, Donhead Consultants (Room: Bloomsbury)
Online host: Nicky Old, Director of Communications and External Relations, Universities UK

13:30

14:05

C: Widening participation and recruitment activities in a hybrid world

In-person host: Lizzie Burrows, Director of Marketing, Recruitment and Admissions. Imperial College London (Room: Woburn Hall)
Online host: James Seymour, Director of Student Recruitment, Marketing and Communications, University of Gloucestershire

14:05

14:10

Short comfort break

14:10

14:55

Masterclasses: How to (choose one to attend)

Hybrid sessions: these interactive, practical masterclasses will bring online and in-person attendees together - if you are attending online you will be able to turn your camera and microphone on to speak to panellists and other delegates

14:10

14:55

A: So you want to start a podcast?

Rebecca Lever, Associate Director of MRI (Marketing and UK Student Recruitment), Swansea University
Stephen Cleary, Founder and Director, Carnival Content
Richard Miron, CEO, Earshot Strategies

This session will give you a chance to hear from teams who are creating and releasing successful podcasts. Discussion will focus on the practicalities of setting up a podcast, from content creation to technical knowledge and from promotion to evaluation and impact.

Room: Woburn Hall

14:10

14:55

B: Effective campaigns on a small budget

Helen Waters-Marsh, Student Engagement Facilitator, Centre for Enhancement in Learning and Teaching (CELT), Bishop Grosseteste University
Jennifer Rollason, Digital Communications Officer, Bristol Waste Company

How much impact can your campaign have with little budget? This session will discuss the practicalities and challenges of running an effective campaign on a small budget.

Room: Foster & Bloomsbury

14:55

15:15

Refreshments / screen break

15:15

16:45

Closing plenaries

Hybrid sessions: if you are attending online you will be able to submit your questions for speakers via the conference platform

Room: Woburn Hall

15:15

15:20

Welcome back from the chair

Angus Walker, Account Director, Denford and former Government Special Adviser & ITV News Correspondent

15:20

15:40

The next chapter: Student recruitment and marketing in today’s digital world

Nick Willmer, Head of Education, Net Natives

Technology is changing the way we live, learn and connect, and the world of student recruitment is no different. This panel will explore the future of student recruitment in today's digital world, looking at the potential of technology, the strategic opportunities in front of us and the move to a data-driven ROI approach.

15:40

16:15

Communicating the value of higher education

Andrew Schall, Project Manager, Value of Higher Education, Council for Advancement and Support of Education (CASE)

In this session you will hear about a project being undertaken by the Council for Advancement and Support of Education (CASE) to change the narrative about the value of higher education in the US and highlight how universities offer so much more to today’s society than they are often given credit for.

16:15

16:40

Sustainable marketing and communications

Jo Swift, Managing Director, Greenhouse PR
Sharlene Gandhi, Business and sustainability journalist

With climate action in the spotlight, how can marketing and communications professionals play a role? This session will discuss embedding sustainability into day-to-day practices as well how to encourage and speed up behaviour change in our universities by campaigning and communicating to the wider student and staff community.

16:40

16:45

Closing remarks

Angus Walker, Account Director, Denford, former Government Special Adviser and ITV News Correspondent

16:45

Drinks reception (in-person)

Who should attend?

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:

Director/Head of Communications
Director/Head of External Relations
Director/Head of Public Affairs/Strategic Partnerships
Director/Head of Marketing and Student Recruitment
Communications/Marketing Manager/Officer
Head of Campaigns
Head of Digital
Head of Media/Media Manager
Social Media Manager/Officer

Sponsorship

We have a range of sponsorship opportunities available for this conference. You can view them here.

Please contact Esther Dudley, Head of Events and Engagement, for more information: esther.dudley@universitiesuk.ac.uk

In partnership with:

Sinorbis

https://sinorb.is/2YpfeXO

Akero

https://akerolabs.com/

Book here