Achieving real value through strategic marketing
Q. How important is the open day talk to the recruitment success of your university?
A. It’s crucial
This autumn, more than ever, we want to put our best foot forward when presenting ourselves at open days. We want to make sure that students really get the essence of our university personality, whether we’ll be doing that via videos or webinars or in person. Do you need support in making sure your subject passion comes through?
In one of my blogs I talk about how an open day talk is the equivalent of a Million Pound Pitch. Is your message clear enough and entertaining enough to make your subject talk the one to remember? Or at least one of the best five to earn a place on the 2021 UCAS application?
Now is the time to invest in support for you or your academic colleagues to deliver sticky (memorable) online open day talks.
I am offering individual one-hour Zoom calls with open day speakers to review and reshape the content of their open day talks. The following week, each participant will receive a bespoke written briefing and a 30-minute online session from a skilled coach to ensure you give a memorable performance. Both sessions will be delivered in partnership with the participant to create an authentic and engaging subject session. I have experience of working with VCs, PVCs and senior academic/professional colleagues to ensure their open day message is crisp and clear.
Individual session with content and performance coaching £400 + VAT each
Block booking: 10 individual coaching sessions over four pre-booked days £3500 + VAT
Contact me for further details
People / Resources
Team: How to work better together
Penny is an Insights Discovery Accredited Practitioner which means she can profile colleagues and coach them individually or as a team. This is a powerful way of identifying how the team can better reach their collective endeavour. This can be delivered through individual coaching sessions or facilitation of engaging and dynamic Away Days.
Fresh Pair of Eyes: How can you and your team prove you are achieving Value for Money?
It’s important to get an outsider’s perspective on what your marketing and communications functions do. Are your structures, skills and capabilities fit for purpose for the changing world? Having benchmarked several UK universities (and visited four Australian universities) Penny has a unique perspective on what the team of the future needs to look like. This can be delivered as a ‘Fresh Pair of Eyes’ audit, advice on achieving buy-in across the university or providing leadership support when developing and implementing team reviews or restructures.
Penny provides advice on, or leadership of projects relating to:
Strategic Student Recruitment and market share
Delivered through a unique 28-point framework to assess where student recruitment activities need additional focus or a complete overhaul across an 18 month delivery plan. This method has delivered results at four universities and has generated several hundreds of millions of pounds of additional tuition fee revenue.
For most UK universities, clearing is a business-critical event. It can be over in a matter of days, if not hours. The most successful clearing activity starts with a well-scoped institution-wide approach, with clear processes, shared objectives and scenario planning. This can be scoped as an annual plan or a quick-fix approach to achieve measured value for money.
A market-driven portfolio of courses
How a university positions itself in the market is more about its ‘product’ (course) offer than it is about a series of glamorous adverts or social media outputs. Here we can scope a project to get the foundations right for longer-term recruitment success. How can you better focus resources to exit subject areas with reducing market share and develop existing subject areas with greater market potential?
Pricing and the setting of Entry Tariffs
In any purchase decision ‘price’ is a proxy for quality. How are you positioning the quality of your courses through your pricing and entry tariff decisions? Commissioning a competitive positioning report and advice on entry tariff setting is crucial for continued recruitment success (or addressing a course with high insurance choices).
Strategic marketing is less about marketing communications and more about galvanising the right stakeholder groups at the right time and ensuring that they are fully engaged with your brand message. Is your CRM plan fully integrated and aligned with the institutional strategy?