One down, one to go

Kylie Aldridge, Marketing Officer

So, I’m back from my holiday now and it was great!! I’m feeling refreshed and even have a wee tan, which is unusual for me. Before I went away I managed to get most of my big jobs wrapped up, which means  my first week back was more relaxed than expected (but by no means easy!) because as usual we have lots happening with in our small team.

Hot off the press!

It’s arrived…

My final job before going on holiday was to brief the final amends to the UCMK prospectus ready for print and with the help of my colleagues, Sarah and Clare, who picked up the final print sign off in my absence, the prospectus was sent off to print week commencing 2 June. It arrived on my desk last week, and it looks great- clean and professional, even if I do say so myself, and we've had some good feedback from the wider MARC team. So that was the highlight of my first week back. Just the postgraduate prospectus to finish now, which is still chugging along nicely…

As some leave us, more arrive

As the summer approaches and the University buildings slowly empty, our team still have lots of key focuses. One of which is our new students who will be starting with us in September. As part of the focus on our new students, Sarah is working on our new student guide and I am working on our college and nursing guides. These are important publications for new students and aim to provide valuable information on registration and orientation, next steps of student finance, our Students’ Union and lots more- a full guide to starting with us.

I am also working on evaluations from our recent open days, the June edition of our B4Beds e-zine and editing CRM videos.

UCAS convention at Bedford

As many of you will know, we held the Bedfordshire, Northamptonshire and Milton Keynes UCAS Convention at our Bedford campus on 23 and 24 June. And I am told from my colleagues around the office that this was a really good (and busy) event, and the sun was out which always helps, especially when you have live bands playing.

Speak to you all soon

K

The latest in Campaigns

Krystle Hall, Campaign Officer

After much deliberation, consultation and testing we have chosen our artwork concept for Clearing.  It is a dynamic visual that has real impact.  Our ‘Clearing a path to your future’ strapline conveys that clearing can really open doors and be that second chance to discover your potential and embark upon a transformational journey.  It suggests that our high-quality teaching and outstanding student support will bring the best out in students.  

It is important for the artwork to be pioneering, inspiring and visible whilst remaining adaptable for multiple platforms.  We have some really inspirational UoB students on board who will be appearing in the artwork and describing their experiences in online video.

Camera, lights, action

We had our photo-shoot last week in the Postgrad Centre.  We photographed 8 students from a range of disciplines.  They were enthusiastic and professional, displaying lots of patience as we strived for the right shot.

We had all manner of props and costumes loaned from our faculties; for instance, we had the latest portable eye tracking glasses for our Psychology student Sameera, a motion capture suit for Robotics student Seb and an authentic legal gown for Law student Ashlin.

The real test for our models was poise and patience.  The students had to wait patiently as the photographer took test shots and adjusted the lighting.  They had to position themselves in all kinds of stances.  With our Advertising Design student Shahnaz we really wanted to get a motion shot of her throwing coloured pencils up in the air.  We had to conduct take after take to capture the pencils mid-air.  Kate, our Performing Arts student was dizzy from walking in circles so that we could get the trail of her dress just right.  The other Performing Arts student Paige had to balance very carefully, holding some challenging dance poses whilst Bobby and Joseph our Business and HRM students were made to strut repeatedly up and down the set. 

Once they had finished their photography they were whisked away by the Digital Team for filming.  Interviews were conducted to get their views on Clearing and their advice to others on how to conduct research.  Our resident Communications Assistant was also on hand to uncover each student’s journey at the university, as well as, their career aspirations. 

The results of the shoot are now in and I am working with our design agency Z3 to finalise the artwork.  I will post the final article in my next blog.

Bright Ideas

The team has been researching and investigating innovative and alternative forms of advertising to promote the UoB brand and raise awareness of Clearing via new forums.  We have looked into the likes of sporting events, flash mobs, murder mystery night, first aid stand and creative writing event.  An interesting company that specialise in outdoor art and sculptures is Media Gang.  They offer 3D floor art, reverse graffiti, floor adverts and 3D video projections.   This element of the campaign is still at planning stage so look out for an update on activity soon. 

Krystle

Clearing the way forward: 2014 and beyond

Sarah Hampton, Marketing Manager

Getting Creative: On set with one of our
current students, Joseph, who came
via Clearing

For many, the months of June and July signify the end of term. Students are winding down after sitting their final exams and submitting their final assessments, and all of a sudden the campus seems to feel like a bit of a ghost town, as everyone starts to kick back, relax, and enjoy their summer break - but not the Marketing team! For us, the summer months are some of our most busiest and important, as we gear up for the Clearing Campaign, which is without question, our biggest burst of activity throughout the academic year. But Clearing doesn't just start on 14 August when the A level results come out. For us at least, Clearing involves months of preparation, as we plan and book in a host of activity, and devise a creative concept which we know will deliver results.

So in the last few weeks, we've been working with our agency Z3 Design, to come up with a number of concepts for this years big campaign. We're really pleased with the one we've chosen, as we feel that it really pushes the brand to an exciting new level, and is a bit more commercial in its approach meaning it will definitely not fall into the 'safe' box, and will most definitely turn heads in a rather crowded market place. We ran two days of photo shoots last week, which were crammed packed full of weird and wonderful shot lists with our current students. It's taken a while to get the creative to where we wanted it to be, but we're happy that it's direct and functional enough to drive enquiries, and quirky enough to show personality and differentiation, so we're really excited to share the visuals with the wider University over the coming weeks - keep a look out in future posts, for a first look of this years visuals.

We're live: our CRM system
is up and running

Although our activity is firmly rooted in Clearing - for 2014 entry, we're already beginning work to communicate with our 2015 enquirers by inviting them to Open Days and sharing relevant content via our CRM system: Belong at Beds. But what many don't know is that we're already thinking ahead to 2016. We've been meeting with agencies over the last few weeks to discuss our plans and publication timelines as we slowly approach the tender stage for our 2016 activity. It takes up a lot of time meeting so many different companies, but is nonetheless important; it gives us a chance to find out more about the agency, their resourcing and project management capabilities, to ensure that they don't just offer creativity and innovation but have the processes in place to deliver on the development of the work, which is no easy task. By widening the pool of companies we may work with we're able to bring fresh and exiting ideas to the table.

New campus: our UCMK
prospectus cover

Aside from this, we've also been busy progressing the Postgraduate 2015 Prospectus, as we approach second proof stage, and have been supporting the recruitment team with a high volume of jobs for both the June set of Enquirer Open Days, and the upcoming UCAS convention which is taking place on 23 and 24 June. We'd had a large numbers of requests to produce leaflets and other marketing communications to ensure that each department and faculty has a variety of collateral available on the day to promote their courses effectively to potential students, and provide them with a snap shot of the courses and successes within their subjects. We've also got the UCMK prospectus off to print (see cover right), and this 40 page publication will be printed and delivered just in time for the event, so we're pleased to be able to use this great platform, to promote our new campus location.

Postgraduate Forum: June

Postgraduate Taught Courses in a falling market

Yesterday I was in London for the latest PG Forum, 'UK PGT in a falling market - how to reverse the trend'. The event saw delegates from over 25 universities across the country gather to discuss the downward trend in PGT applications and the ways in which we, as marketers and recruiters, might be able to change things.

It was a very interesting day of discussion, and the willingness of delegates to share experiences and ideas was really heartening. Though I'm not sure we got anywhere near figuring out how to reverse the downward trend in PGT applications, some really great ideas were discussed.

Useful considerations to come from the day:
1. Widening Participation
This was a big topic of conversation throughout the day; lots of Universities, like us, seemed to be doing fairly well at converting their undergraduates into postgraduates but the general consensus was that this won't be enough in the future. There was lots of discussions about the accessibility of PG and how we can encourage applications from students based on experience rather than a UG qualification, in order to attract those who might not consider themselves capable of PG study.
2. 'The Postgraduate cliff '
This phrase rather ominously came up on multiple occasions throughout the day. Almost everyone in attendance is worried about what happens when the first £9,000 fees UG cohort reaches their final year; how will they react to PG, and will their already substantial debt put them off? If it does, how do we react?
3. University Systems vs. The Student Experience
During a fascinating student panel, we heard that one current PG student dismissed lots of possible universities based on not being able to pay fees in installments and also the request for her UG transcript before she had received it from her current university. Although it was widely accepted that university processes are in place for good reason, it was interesting that students are dismissing universities because their processes make it too difficult to apply.
   
Other updates

• While we're nearing the print phase of the UCMK 2015 prospectus, the proofing of the PG 2015 is still in full swing. Everything seems to be on track and we're seeing lots of progress being made with each set of proofs that comes in. 
• We're working hard on promoting the upcoming June undergraduate open days, and numbers are growing steadily. 
• You might have noticed the new, large Postgraduate Information Point stand that is now in Park
  Square campus. We hope you'll agree it's looking really good, and we'll be making sure the screen is live and the stand fully stocked by the time our undergraduates are back on campus after summer. 
• I've been spending lots of time filming staff and students, creating content in the form of one minute long mini-lectures ('PGTips'), continuing to film Q&A interviews, and videoing our very own Recruitment Team for the newly launched CRM system, Belong at Beds. 

As ever there's loads of smaller jobs going on alongside those big ones so we're all being kept on our toes.

I'm sure we'll catch up soon!

Clare