STRATEGY & POLICY COVER SHEET 1.

Name of Document:

Marketing Strategy 2008-2010

2.

Originator:

Marketing Manager/SMG

3.

Date of Origination: Version 1

June 2005

4.

Academic Board Ratification

7th June 2005

5.

: Assigned Ref Number: (by PA to Principal)

SD006

6.

Revision History Revision 1 Academic Board Ratification Assigned Ref Number:

4th April 2008 12th March 2008 SD013

Revision 2

Marketing Strategy Action Plan 08-09 10th June 2008 SD013/a1

Academic Board Ratification Assigned Ref Number Revision 3

Academic Board Ratification Assigned Ref Number Revision 4 Academic Board Ratification Assigned Ref Number: 7.

Destruction Date Confirmation:

3rd November 2008 University College updates Marketing Strategy and Marketing Strategy Action Plan SD024 SD024/1(1) 1st January 2009 New Principal updates SD024P SD024P/1(1) (Date)

UNIVERSITY COLLEGE Document Reference: SD024P

NORWICH UNIVERSITY COLLEGE OF THE ARTS Principal: Professor John Last MA(Ed), BA(Hons), PGCE, FRSA Marketing Strategy 2008 – 2010

1.

UNIVERSITY COLLEGE MISSION, CORE VALUES AND AIMS

To be a centre of excellence and innovation in learning, teaching and creative practice which, through partnership and subject knowledge, contributes to the creative industries, cultural life of the community and the development of education in the arts. The University College will achieve its Mission and Vision through the following Core Values and Aims: Core Values The University College has a commitment to: i. ii. iii.

the intellectual, professional and personal development of the student and staff as a basis for a lifetime of experience and learning; an open, accountable, creative and inclusive environment; recognise the contribution of all members of the University College to its success.

The University College Aims to: 1. 2.

9.

Provide courses, which are current, relevant, challenging and enhance employability; Achieve regional, national and international recognition for the University College through knowledge and innovation in creative practice and theory; Ensure the effective business operation of the University College through attracting and retaining quality staff; Respond to and support the quality of the student experience; Provide physical resources in an accessible, safe and healthy environment for learning and work; Grow and develop as a specialist Higher Education Institution; Work in collaboration with the creative and cultural industries, business, educational institutions and the community; Ensure a learning and work environment which celebrates diversity and eliminates discrimination; Contribute to the creative and cultural life of the region.

2.

INTRODUCTION

2.1.

Background

3. 4. 5. 6. 7. 8.

The Marketing Strategy has been drafted in response to the relevant aims and objectives of the Corporate Plan 2005-2010 to ensure that the University College promotes itself effectively and efficiently to support anticipated growth in student numbers.

Marketing Strategy 2008-2010 January DG

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UNIVERSITY COLLEGE Document Reference: SD024P

Overall student numbers have increased from c.900 in 2004-05 to c.1200 in 2007-08. The course portfolio continues to increase with new programmes in FdA Film and Video, FdA Surface Design, MA Motion Graphics and MA Managing Creative Enterprise. In addition there have been several course name changes. BA (Hons) Contemporary Textile Practices to BA (Hons) Textiles, MA Digital Practices to MA Digital Arts, and BA (Hons) Graphic Design subject areas expanded into five separate BA awards: BA (Hons) Animation, BA (Hons) Design for Publishing, BA (Hons) Graphic Design, BA (Hons) Illustration and BA (Hons) Photography. The planned growth of student numbers by 2013-14 is to 1800, with new courses in areas such as Fashion, Performance, Theatre and new combined honours programme. In 2004 an external design agency was appointed to produce the University College’s Prospectus and Website. Both communications vehicles have received positive feedback from potential and existing students as well as staff from feeder institutions and indeed competitor institutions. This quality of provision has been mirrored in all recent promotional materials such as postcard packs, CIBC brochures, international brochures, newsletters, posters, adverts and so on. The latest promotional campaign for Open Days employed a branded suite of materials including posters, flyers, t-shirts, outdoor banners, balloons, directional signage, follow-up materials and maps. As a result Open Day attendance for 2007 is up by nearly 30% on the previous year. In 2006 a PR agency was appointed to raise the profile of the University College and enhance the reputation. Over 40 press releases were sent out between June 2006 and November 2007. In late 2007 the University College was successful in receiving Taught Degree Awarding Powers. As a result, consultation with staff, students and stakeholders has commenced to change the name from ‘University College’ to a ‘University College’. A new corporate identity will also be commissioned in 2008. This strategy seeks to enhance and further develop the marketing and PR activities to raise the profile of the University College and support its future growth in line with the Corporate Plan. It is related to other University College strategies such as the Recruitment Strategy, Knowledge and Innovation Strategy and takes into account the Academic Development Plan 2007-13. The Marketing Strategy is overseen by the Marketing Manager and monitored by the Planning Review Group on behalf of Academic Board. Relevant developments and amendments are subject to approval by Academic Board. 2.2.

Links to the relevant aims of the Corporate Plan 2005-2010

Aim 1:

To provide courses which are current, relevant, challenging and enhance employability.

Aim 2:

To achieve regional, national and international recognition for the University College through knowledge and innovation in creative practice and theory.

Aim 6:

To grow and develop as a specialist Higher Education Institution.

Aim 9:

To contribute to the education, creative and cultural life of the region.

Marketing Strategy 2008-2010 January DG

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UNIVERSITY COLLEGE Document Reference: SD024P

3.

AIMS, OBJECTIVES AND TARGETS

3.1

Aim of the Strategy

To communicate the brand values and corporate identity of the University College, achieving positive reactions from stakeholders, productive internal and external relationships, and successful student recruitment. 3.2

Objectives of the Strategy

Objective 1: To raise the profile of the University College regionally, nationally and internationally. Objective 2: To produce high quality marketing materials to promote the University College effectively and ensure consistency of brand. Objective 3: To inform and support the development of the University College’s academic portfolio. Objective 4: To inform and support research and knowledge transfer. Objective 5: To enhance and support the delivery of the University College’s Recruitment Strategy. 3.3

Targets of the Strategy

Are identified as actions in the template appended to this document. 4.

KEY RISKS AND MITIGATION

1.

Failure to communicate brand values. Mitigated by Marketing Strategy action planning, Recruitment Strategy and knowledge and Innovation Strategy.

2.

Failure to meet recruitment targets. Mitigated by internal and external progression arrangements, review and approval of existing and new awards and estates planning.

3.

Failure to raise profile of the institution. Mitigated by close collaboration with PR advisors and Marketing Strategy action planning.

Marketing Strategy 2008-2010 January DG

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UNIVERSITY COLLEGE Document Reference: SD024P/1(1)

NORWICH UNIVERSITY COLLEGE OF THE ARTS Marketing Strategy Action Plan 2007-08 Objective from strategy

Action

1. To raise the profile of the University College regionally, nationally and internationally.

1.1. Achieve regional TV and Radio coverage for TDAP Launch. PR Agency to liaise with news editors from Anglia, BBC TV, Radio Norfolk, Radio Broadland, Radio Norwich, Beach FM and BBC Online. 1.2. Achieve regional and national press coverage for TDAP Launch. PR Agency to liaise with relevant national news editors e.g. Times Higher Ed, Guardian Education, Design Week and A-N Magazine. 1.3. Liaise with PR Agency to compile a ‘History of Norwich University College of the Arts’ feature for the EDP and/or other relevant media. 1.4. Maximise opportunities to raise profile through coverage of academic developments, research and knowledge transfer, business and community engagement etc. 2.1. Establish corporate identity guidelines to ensure correct use of logo and branding. Liaise with appointed design agency to create clear guidelines for use by all staff.

2. To produce high quality marketing materials to promote the University College effectively and ensure consistency of brand.

1

Action required by whom SMG, Marketing Manager, PR Agency.

Action required by when February 2008.

Action monitored by PRG.

SMG, Marketing Manager, PR Agency.

February 2008.

PRG.

Marketing Manager / PR Agency.

May/June 2008

PRG

Ditto

July 2008

PRG.

SMG, Marketing Manager.

September 2008.

PRG.

UNIVERSITY COLLEGE Document Reference: SD024P/1(1)

Objective from strategy

3. To inform and support the development of the University College’s academic portfolio. 4. To inform and support research and knowledge transfer.

Action

Action required by whom

Action required by when

Action monitored by

2.2. Marketing Department to act as a guardian for the University College’s new logo 2.3. All marketing materials under new corporate identity to be approved by Marketing Manager. 2.4. Prospectus design, under new corporate identity, to go out to tender. 2.5. Website design, under new corporate identity to go out to tender. 2.6. Production and ongoing maintenance of University College Profile brochure/booklet, for use in external publicity, recruitment of staff, and awareness-raising with external organizations. 3.1. Marketing Manager or Recruitment Manager to be a member of the internal validation panel for all new course development. 4.1. Produce pack of alumni profiles to inspire potential students. 4.2. Work closely with the Business Manager to ensure updated CIBC content and navigation for new website. 4.3. Work closely with the Business Manager and Alumni Officer to ensure that Norwich University College of the Arts News and the Alumni Magazine conform to the new corporate identity

Marketing Manager.

October 2008.

PRG.

Marketing Manager.

October 2008.

PRG.

Marketing Manager.

November 2008.

PRG.

Marketing Manager.

November 2008.

PRG.

Marketing Manager.

May 2008.

PRG.

Marketing Manager / Recruitment Manager.

January 2008.

PRG.

Marketing Manager / Alumni Officer. Marketing Manager / Business Manager

February 2008.

PRG.

August 2008.

PRG.

Marketing Manager / Business Manager / Alumni Officer.

November 2008.

PRG

2

UNIVERSITY COLLEGE Document Reference: SD024P/1(1)

Objective from strategy

Action

Action required by whom

Action required by when

Action monitored by

Marketing Manager / Recruitment Manager. Recruitment Manager

August 2008.

PRG.

April 2008

PRG.

guidelines.

5. To enhance and support the delivery of the University College’s Recruitment Strategy.

5.1. Work closely with Recruitment Manager to assess promotion and organization of Open Days. 5.2. Twice yearly meetings to be convened in October and March of each academic year in order for all staff involved in external activities.

3