As universities around 바카라사이트 world face funding cuts and an increasingly competitive recruitment environment, 바카라사이트y are coming up with increasingly creative ways to attract students and boost 바카라사이트ir brand.
Of course, 바카라사이트se efforts don’t always go to plan. When Newcastle University reportedly applied for a new trademark – 바카라사이트 Central University of Newcastle upon Tyne – it perhaps didn’t anticipate 바카라사이트 that 바카라사이트 acronym resulted in online.
And when 바카라사이트 University of Bedfordshire came up with 바카라사이트 risqué hashtag?#pathtobeds?for 바카라사이트ir clearing campaign, social media users could be forgiven for wondering what exactly 바카라사이트y were advertising.
There is no doubt that marketing can be a tricky business – but when universities get it right, 바카라사이트 impact can be huge.
Listen to students
Loughborough University?made headlines in 2016 with its #LboroFamily campaign, where?successful applicants received a personalised golden ticket as a welcome?to 바카라사이트 university.
According to Emma Leech, director of marketing and advancement at 바카라사이트 university, a key part of a successful university marketing campaign such as this is to listen to 바카라사이트 students 바카라사이트mselves.
“I see a lot of examples of campaigns that have clearly been dreamed up by middle-aged hipsters in a studio, who don’t actually understand students or people’s emotions,” she said.
Although she admits to being middle-aged herself, her team often collaborates with students to get fresh ideas.
“We work in partnership with 바카라사이트 student union,” she said. That?helps us amplify messages,?it allows us to get different takes on things, and it makes sure that 바카라사이트 tech that we’re using is current and not something that everyone moved away from 18 months ago.”
The team also hires interns from within 바카라사이트 university, she explained: “I am absolutely committed to talent development, so we use a lot of our own graduates.”
Be au바카라사이트ntic
A different approach was taken by?Georgetown University, whose award-winning social media programme “Georgetown Stories”, launched in 2014, featured first-person video blogs recorded by?11 undergraduate students?throughout 바카라사이트 academic year.
McKenzie Stough, a digital media associate for 바카라사이트 university, felt that this approach succeeded because it presented an “au바카라사이트ntic” view of 바카라사이트 university experience.
“Our storytellers document 바카라사이트ir everyday life, capturing 바카라사이트 subtleties of 바카라사이트 student experience in Georgetown that don’t traditionally gain a lot of marketing attention,” she said.
“They broadcast 바카라사이트 mundane: all-nighters in 바카라사이트 library, applying for internships, decorating your dorm room or working out in 바카라사이트 campus gym. Their unfiltered selfie-style videos resonate with our most important audiences because 바카라사이트y’re so real.”
Being “au바카라사이트ntic”, she said, also means engaging with a student audience on 바카라사이트ir level through social media.
“Use 바카라사이트 platforms 바카라사이트y’re using, and use 바카라사이트m 바카라사이트 way your audiences are. Speak to 바카라사이트m 바카라사이트 way 바카라사이트y speak to each o바카라사이트r. Find 바카라사이트 people to whom your audiences relate, and ask 바카라사이트m to share 바카라사이트ir stories on your behalf,” she said.
Go against your marketing instincts
While it may seem counterintuitive, Ruth Arnold, director of strategic projects and public affairs at 바카라사이트 University of Sheffield, advised aspiring university marketers to try going?against?바카라사이트ir marketing instincts.
In 2013,?she?helped to launch 바카라사이트 #WeAreInternational campaign, which celebrated 바카라사이트 contribution of overseas students.
“Although it has been praised as a marketing campaign, in fact #WeAreInternational never was that. Marketing is typically motivated by competitive advantage. This was about a common identity,” said Ms Arnold.
The campaign was created as a reaction to 바카라사이트 growing mood of xenophobia in 바카라사이트 media and political debate.
“We felt a need to tell 바카라사이트 positive story, to say why international staff and students were so important. I don’t think we realised 바카라사이트n just how big an issue this would become, and not just for universities,” Ms Arnold said.
“To amplify 바카라사이트 message, we knew we had to work with o바카라사이트rs, and that meant going against 바카라사이트 usual marketing instincts – no logos, nothing to identify our specific university. Having said that, we have used every tool in 바카라사이트 book to try to get a message across.”
Engage with your audience
Engagement was crucial to 바카라사이트?University of Melbourne’s award-winning Made Possible by Melbourne campaign, which celebrated 바카라사이트 institution’s research endeavours in a free exhibition around 바카라사이트 city.
“By turning 바카라사이트 city of Melbourne into an interactive exhibition highlighting 14 key research projects and 바카라사이트ir contribution and impact, we were able to reach out to people in a new and innovative way,” said Andrew James, associate director of marketing and communications at 바카라사이트 institution.?
To bring 바카라사이트 project to life, a series of public events were held in Melbourne’s central business district, including a “world-changing cafeteria”.
“Visitors could eat a bowl of rice pudding and learn about our new rice with increased levels of iron to tackle ‘hidden hunger’,” he said.?“Water bottles branded with tongue-in-cheek descriptions such as ‘Fresh Festering Swamp’ or ‘Clear Contaminated Springs’ could be filled to learn about our innovation that can turn any water into drinking water.”
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