Working Together. Marketing and. Communications Strategy August Uncontrolled Copy. Marketing and Communications Strategy

Transcription

1 Marketing and Working Together Communications Strategy August 2013 Borders College 30/9/ Working Together

2 Marketing and Communications Strategy Vision 1.1 The College will ensure that all marketing and communication is appropriately targeted, effective and free from any negative bias. 2.0 Introduction and Context 2.1 In its Corporate Plan , the College has identified five Strategic Themes, relating to: - Portfolio and Partners Learning and Learners Workforce Development Quality Sustainability Each Strategic Theme has a number of linked Ambitions, giving more specific outcomes which the College wishes to achieve. 2.2 To support the Themes and Ambitions, the College has agreed a set of six Strategies relating to: - HR and Workforce Development Finance and Procurement ICT Estates Marketing and Communications Learning and Teaching Employer Engagement Learner Engagement 2.3 The College is committed to its obligations under equalities legislation and as such will ensure that communications and marketing fully supports the equality outcomes and mainstreaming requirements and will not discriminate on the grounds of any protected characteristic. Borders College 30/9/ Working Together

3 2.4 The College believes that, in order to support sustainable learning and teaching, an appropriate strategy for marketing and communications is essential. To achieve this, the College engages with key stakeholders, including the local community planning partnership, local employers, staff, learners and local schools. 2.5 To support the Corporate Plan and to ensure the development of effective marketing and communications, this document sets out specific objectives and targets applicable to College in the period Strategy Themes and Objectives In supporting the Corporate Themes and Outcomes, the College has identified five themes within this strategy. They are: 3.1 College Brands Objective 4.5 Maintain and improve the reputation and status of the College within our local environment With regard to College Brands, the College will: Ensure that the range of corporate and internal College brands is effective and appropriate Maximise the impact of College brands by ensuring that they are appropriately and effectively targeted Ensure that the corporate brands of the College retain a strong identity at the Scottish Borders Campus. 3.2 Marketing Objective 1.5 Promote opportunities for all individuals in our organisation and within our community irrespective of background or protected characteristics. Objective 4.5 Maintain and improve the reputation and status of the College within our local environment Borders College 30/9/ Working Together

4 With regard to Marketing, the College will: Produce an annual marketing plan of events and activities to support the ambitions of the Corporate Plan Continue to develop and utilise electronic media and emerging technologies to promote the College Ensure that all marketing material supports and promotes the College s commitment to delivering its agreed outcomes in relation to equality and diversity Continue to encourage a College culture where marketing is the responsibility of all Recognise and highlight the success of the College, its learners and workforce to enhance its reputation and raise aspirations Ensure the provision of an appropriate marketing service to support the various curricular, business development and support departments internal priorities and initiatives within available resources. 3.3 Market Research Objective 2.7 Engage with our learners to ensure that they are fully involved in shaping their own learning and in improving their learning experience and the wider life of the College. Objective 3.2 Engage with our local businesses and employers to identify their workforce development requirements and work with partner organisations to support economic growth for the region With regard to Market Research, the College will: Support activities to enable a fuller understanding of stakeholders perceptions of the College to inform future developments Support processes and procedures for conducting market research to determine demand for new areas of the curriculum Continue to seek the views of current learners to provide the College with an accurate understanding of their experience and to shape future improvements. Borders College 30/9/ Working Together

5 3.4 External Communication Objective 1.5 Promote opportunities for all individuals in our organisation and within our community irrespective of background or protected characteristics. Objective 4.5 Maintain and improve the reputation and status of the College within our local environment With regard to External Communication, the College will: Monitor customer services standards to ensure both written and verbal communication is professional and consistent across the College Ensure that all external communication is appropriate, clear, concise and timeous Make effective use of appropriate networks and partnerships to ensure that the College is involved in local and national priorities and initiatives Ensure all necessary statutory returns are accurate and returned by required dates Respond to relevant consultations and circulars to ensure that the College s views have the opportunity to influence decision making Ensure that all curricular areas, in liaison with the Employer Engagement Officer, maintain and develop effective working relationships through Industry Boards and employer engagement Utilise a wide range of appropriate media to communicate effectively with our external stakeholders Engage with past learners to encourage their continued engagement with the College. 3.5 Internal Communication Objective 2.7 Engage with our learners to ensure that they are fully involved in shaping their own learning and in improving their learning experience and the wider life of the College. Objective 4.7 Engage and involve our staff in the delivery of our corporate aims, maintaining positive employee relations and creating a safe and healthy working environment Borders College 30/9/ Working Together

6 With regard to Internal Communication, the College will: Ensure that communication with both staff and learners is appropriate, clear, concise and timeous Maintain a formal committee structure involving both staff and learners which ensures effective two-way communication across the organisation Consult with learners to ensure they are influencing their own learning experience Ensure staff and learners have the opportunity to be consulted with and involved in the wider life and development of the College Use an appropriate range of media to communicate effectively with all our internal stakeholders Ensure that appropriate structures are in place to support and encourage teamworking within and across departments to achieve common aims. 4.0 Responsibilities 4.1 The Board of Management is responsible for setting the strategy. 4.2 The Vice Principal: Quality and Innovation is responsible for ensuring the achievement of the outcomes of the strategy. 4.3 The College Management Team is responsible for ensuring the implementation of the strategy. 4.4 The Head of Student Services is responsible for ensuring the delivery of the associated marketing plan, appropriate PR activities and liaison with the various media platforms. 4.5 All College teams are responsible for supporting the delivery of the objectives and targets of this strategy. Borders College 30/9/ Working Together

7 5.0 Monitoring and Review 5.1 The College Management Team will receive monitoring reports in accordance with its meeting cycle. 5.2 The Senior Management Team will monitor and review progress through self-evaluation reports and will make recommendations for adjustment to the Head of Student Services where appropriate. 5.3 The Strategy will be monitored and reviewed annually by the authors. 6.0 Related Documents 6.1 Corporate Plan Learner Engagement Strategy 6.3 HR and Workforce Development Strategy 6.4 Social Media Strategy 6.5 Equality Outcomes and Mainstreaming Report 6.6 Customer Services Policy 6.7 ICT Strategy 6.8 Data Protection Policy 6.9 Information Security Policy 6.10 College Website, VLE and Facebook Pages 6.11 College Committee Structure Borders College 30/9/ Working Together