If a picture tells a thousand words, what does a video do?

Sarah De Guzman, Marketing Manager

Keeping on top of the latest
information and content trends

My last blog post was focused on the importance of imagery in marketing work. This post follows a similar theme, but this time highlights the value of video content. With online communities on the rise, as well as a real appetite for quick information, marketers have to evolve their content strategies to make sure they are getting their messages out in the most effective way. Video content is fast becoming the future of content marketing. That is, if it already isn't an expectation of many students.

Here in the Marketing team, we've been working on producing a series of location videos to support our 2017 Conversion campaign which launches next week, following on from the January UCAS deadline. As part of our conversion strategy we send out a series of communications to applicants to help them make an informed choice. But this year, we wanted to build on our work further, by telling stories, and through adopting a 'show don't tell' approach to our communications.

On location in MK

Our work has culminated in the production of two new location videos - one for Milton Keynes, and one for Bedford, as well as some social media teaser edits. It's been a big team effort to bring these videos to fruition in quite a tight time frame. There may be more of a desire for video content, but it definitely requires a lot of planning to make sure the creative output is both of a good quality and most importantly, relevant to our audience: from appointing a video production company, setting the briefs, working with the local town Councils, agreeing the film schedules and timings, all the way through to accompanying the film crew on location, and working on the edits, there's a lot of elements to fit into our working day.

Happy Birthday Milton Keynes!

But why the tight time frame, you may say? Good question! And for that, there are two answers. Firstly, our conversion campaign kicks off from next week - it's a key time in the recruitment cycle to deliver key information to encourage applicants to pick up as one of their top two choices (firm or insurance). Secondly, in order to get the best engagement from our location videos, and specifically our Milton Keynes video, we wanted to release the video to coincide with #MK50 - Milton Keynes' 50th birthday anniversary which is taking place on 23 January. And so being able to seed out the content at the optimum time is almost as important as the content itself.

Multi-channel marketing - the recipe
for success

A key part of producing any new content is considering how to get the content out and seen by the right people, and so a seeding strategy is needed. For anyone who is a regular reader of this blog, or indeed an avid social media user you couldn't help but notice our location campaign last year. It was a great success and even landed us in the top 100 University social media league table for the first time – securing a top 50 position. Social Media forms a key part of our seeding strategy, but in order to be successful, a multi-channel approach is needed. In order to realise the video's full potential and to maximise on engagements, we need to make it as easy as possible for our audience to find it and share it..

Taking inspiration from Sean Bean

For many marketers original video content is starting to dominate their strategies, and it's really not difficult to see why. Videos have the potential to go viral, or if done well, can demonstrate their share-ability, meaning our potential students will spend longer viewing our content, visiting our website and interacting with our brand - all important aspects of building up brand advocacy. Keep your eyes posted on our social media channels: Twitter and Facebook over the coming week's to see our big reveal of video content and the first pieces of what we hope to develop into a longer video content strategy.

Multi-channel, Multi-tasking Marketers - The Digital Frontier

By Sarah Hampton, Marketing Manager

We 'do' digital

In true 'the Fast show' style: This week I have mostly... been in training sessions and agency meetings. Sounds fun right? Well, with current changes taking place within the department, and being part of a team who are always keen to expand our repertoire and skills set, we've taken it upon ourselves to shadow other colleagues and enhance our knowledge, particularly in the digital arena. The need to be fully integrated, and shift the weighting of our campaigns towards a stronger digital focus, means that it's becoming more and more important for us marketers to have a firm understanding of the many digital platforms available to support us in campaign planning and implementation. And so, to help us on our merry way, we've been working closely with the digital team this week, to grasp a firmer understanding of Google advertising and analytics, as well as getting some handy hints, tips and techniques to engage with our audiences through social media. It's all very exciting, and so we look forward to sharing some learnings and insight as we get more involved in upcoming campaigns, on the digital front.

Taking PRide in our work -
 to gain regional recognition

In between all of the meetings, training sessions and Marketing tasks, I've still somehow managed to squeeze in two more award entries - there's just so many exciting things going on at the moment and so it's hard to resist. This week, we've submitted two entries to the CIPRide Awards for the Thames and Chiltern region, in the categories of best Integrated Campaign (for our 2014 Clearing campaign), and best Low Budget Campaign (for the September 2014 Open day campaign, where we almost doubled the footfall compared to the previous year). The short-list is out in mid-July. It's always great to showcase the effectiveness of the work undertaken within Marketing, and it's great for the team to be able to see the results of their hard work; especially after Kylie wrote an 87 page report on Open Day insight. So it's always nice when we're able to use the wealth of data, insight and analysis to further bolster the reputation and credibility of the team through bench-marking against our fellow industry peers.

Delighted to see @uniofbeds have been shortlisted for Best Student Recruitment campaign at the @heistawards - yay! pic.twitter.com/DRxYcuht5U

— Sarah Hampton (@Sarah_Hampton) May 15, 2015

Making a PR splash - with
our Clearing flash mob

In order news, I was absolutely over the moon to see that we had been short-listed for Best Student Recruitment Campaign at this year's Heist awards. The award entry, which was wonderfully written by Krystle Hall (Campaign Officer), showcases the very best from the 2014 Clearing campaign; from our community events and recruitment roadshow, to a range of wide spanning activity which made up a fully integrated, multi-channel approach - it's all in there. And don't forget the University's very own flash mob which took place in the Mall Luton. It's quite a large short-list, but we're going to keep everything crossed that we scoop the big win at these coveted awards. The ceremony dinner is on the 9th July, so stay tuned or keep an eye on twitter @uniofbeds to watch the evening's events unfold.

Finally, as we come to the end of the week, it becomes time to bid farewell to some more MARC colleagues. Lauren Hague (Digital Marketing Officer) and Mick Hart (Publications Officer) are leaving the University this week; Lauren is leaving us to pursue new challenges in the digital marketing arena, whilst Mick is retiring after serving almost 19 years as part of the team. We wish them all the best for their future endeavours, and look forward to sending them off in the traditional MARC way. It's going to be a quiet office, come Monday!

Work hard and...work harder

By Michelle Ramsumair

Recently I attended the CIM Writing an integrated marketing communications plan training day in Euston, London. The title is pretty self explanatory and it’s something we should all be doing in some way but we don't always take the time to step back from the daily grind to really consider exactly why we are doing what we are doing. It was reassuring so see we are on the right track but learnt a lot from the workshop leader and hearing feedback from other organisations in different industries.

We are currently looking to work with a media agency to assist with the logistics of the campaigns. We have never done this before but with the number of campaigns we roll out now it has become more apparent this is needed. The challenge will be making sure everything from the bookings to the artwork is as transparent and integrated as possible. However, here we do enjoy a challenge and for me it’s a new project to sink my teeth into.

We had our first Applicant Open Day this Saturday gone at our Bedford campus which was very successful. I always enjoy working these and helping nervous applicants and parents as much as possible. Everyone enjoyed the day and improvements for this type of event definitely paid off. Our next one is at our Luton campus this Saturday 08 February where more registrants are expected. I think flat shoes are in order again! For further information about our open days feel free to visit www.beds.ac.uk and click '2014 Applicant Open Days' for more details. 

I am currently working on a campaign for Aylesbury to promote the March intake for Adult Nursing. As we haven’t done much promoting for this in the past, it is very interesting to work on as we will be able to better measure and review throughout as it is very specific. If you know anyone who maybe interested why not recommend they come along to our healthcare open day on Saturday 15 February at our Aylesbury campus.

With all the above going on it's important to just break away, maybe to some scenic views and fresh air. I was either rather brave or silly but I decided to take a trip to The Downs on what was possibly the windiest day of the week. Enjoy the view!