10:00 – 10:30 Welcome by Welcome, Introductions and Setting the Scene Bruce Bernstein, Executive Director - Global Engagement, CASE Europe
Marketing Institute — Rachel Sandison, Deputy Vice Chancellor, External Engagement, University of Glasgow and Crystal Apple Award for Teaching Excellence Winner
Alumni Relations Institute — Molly Southwood, Co-Director (Acting), Development & Alumni Relations, University of Bath and David Williams, Director Ivesley Consulting
10:30 – 11:15 Joint session with Marketing Institute
11:15 – 11:30 Break
11:30 – 12:30 Tutorial Session
12:30 – 13:30 Lunch
13:30 – 14:15 Strategic positioning — Data Supporting Strategy Ed Layt, Head of Consultancy, SMRS
This session will explore the power of data. Guiding you through the complexities of the big data landscape and establishing practical ways to use institutional and external data in your day-to-day roles. This will include strategy development and performance evaluation, engaging audiences effectively through CRM, portfolio development and customer experience.
14:15 – 14:30 Break
14:30 – 15:15 Brand and Content — Taylor Swift, 'the Haters' and Shaking It off: What Articulating a University Brand Is Really All About Helen Pennack, Chief Marketing and Communications Officer, University of Nottingham
Can you, and should you, sum something up as diverse, emotional and complex as a university in a single brand? This session considers the opportunities and challenges of building brand, and touches upon the realities and the practicalities that need to be considered along the way, including the feelings of the people involved and how the drama of that can play out very publicly...
15:15 – 15:30 Break
15:30 – 16:30 Tutorial Session
16:30 – 16:45 Break
16:45 – 17:00 Day 1 close
19:00 Dinner Combined with the Marketing Institute
09:00 – 09:45 Strategic positioning — The Strategic Importance of Marketing within the Sector
Richard Taylor, Chief Operating Officer, Loughborough University
09:45 – 10:00 Break
10:00 – 10:45 Joint session with Marketing Institute —Evaluate, Curate, Innovate - Let’s Get Digital, Digital! the Good, the Bad and the Future of Digital Engagement Rachel Sandison, Deputy Vice Chancellor, External Engagement, University of Glasgow and Crystal Apple Award for Teaching Excellence Winne
In an increasingly competitive marketplace, it's critical that marketeers develop a digital communications strategy that meets institutional objectives for recruitment and wider stakeholder engagement. This session explores who we communicate with, what we say, when we say it and what platforms should be used to maximise impact and effectiveness. Digital communications have revolutionised content creation and dissemination but is this all we need and what comes next?
10:45 – 11:00 Break
11:00 – 12:00 Tutorial Session
12:00 – 13:00 Lunch
13:00 –13:45 Brand and Content — What Has Kylie Minogue Got to Teach Us About Content Strategy? Justin Cole, Executive Director of External Relations, Newcastle University
Content is king, as the saying goes, but how should it be deployed within universities?
This fast-paced session will provide an overview on the theory supporting content development. It will help you to understand the Why? the Who? and the How? of content strategy, as well as answering the all-important question of what the hell pop-icon Kylie Minogue has to do with all of this.
13:45 – 14:00 Break
14:00 – 14:45 Evaluate, Curate, Innovate — The Real 4 Ps of HE Marketing: Power, Politics, Permission and Persuasion – Curating your Career
Tricia King, Founder & Director TKCC Consulting and Former VP Global Engagement, CASE
At a time of real change and impending turbulence in our sector, marketers are vital to the future success of our institutions. You need to find ways to flourish in your current role and to plan for success in your future career. And it’s not always that easy…
This session offers practical ideas about how to identify, navigate and negotiate power and politics effectively. It will also help you understand how to get permission to operate effectively and how to be your persuasive best so you can bring about the change needed.
14:45 – 15:00 Break
15:00 – 15:45 Tutorial Session
15:45 – 16:45 Closing remarks and both Institute close
14:00 – 14:45 Evaluate, Curate, Innovate — The Real 4 Ps of HE Marketing: Power, Politics, Permission and Persuasion – Curating your Career
Tricia King, Founder & Director TKCC Consulting and Former VP Global Engagement, CASE
14:45 – 15:00 Break
15:00 – 15:45 Tutorial Session
15:45 – 16:45 Closing remarks and both Institute close