Brand Development and Management Enabling Strategy

Transcription

1 Brand Development and Management Enabling Strategy Table of Contents 1. Purpose... 2 Enabling Strategy Scope... 2 Overall aims... 2 Specific objectives Strategy... 2 Initiatives and actions Forms/Instructions Links/Dependencies Appendices... 7 Policy control Approved by Contact/s Corporate Management Team Director of MARC History/Revision dates Approved 2012 Revised 2013 Audience Internal (Intranet only) X External (Internet) X Page 1

2 1. Purpose Enabling Strategy The Brand Development and Management Strategy focuses on general activities which will assist in delivering the University s ambitions in these areas. It is intended as a support for other strategies and plans, including the University s Strategic Plan Scope Overall aims To ensure the University of Bedfordshire brand is synonymous with the provision of transformational opportunities and excellent educational experiences. To develop the University s reputation for graduate employment, high level student achievement, applied research that impacts policy and practice and client led enterprise and innovation. To enhance the communication of the brand and profile of the University nationally and internationally. Specific objectives Strengthen the brand regionally, nationally and internationally Develop recognition of the University with external organisations and stakeholders Grow the University s reputation Build the brand in new markets, manage it where it is established and manage reputation risk in markets where products are being divested Create ambassadors for the University s success and reputation Communicate the University s reputation for staff expertise Communicate messages that reference curriculum quality and innovation Prioritise communications that reference a positive student experience 3. Strategy Initiatives and actions Action and achievement are crucial in building a credible and impressive reputation; pride, confidence and ambition are equally important in building the brand. Page 2

3 1. Mobilise staff members, students, alumni and stakeholders as ambassadors for the University and its brand. a) engage and mobilise successful alumni as the most influential advocates, supporters of the student experience and brand ambassadors b) develop a script and programme to support staff and students as ambassadors in describing the outstanding student experience c) provide staff and ambassadors with a key facts guide to the University, describing the University s strengths and unique selling points, including subject areas in which the University has expertise d) encourage staff, students, alumni and stakeholders to live the core values of the University; they are the brand e) set expectations for staff and students to achieve their personal best f) actively engage ambassadors in promoting the University s success stories and achievements. 2. Develop and spread a shared set of key messages a) disseminate the verbal brand strategy and implement the full communications plan that arises from it b) communicate a distinctive position through brand values, key messages and an appropriate mix of activity and media c) ensure staff engage with the University s communications channels, including its web site, videos and marketing materials to ensure information is described accurately and on brand, with clearly-defined key messages. d) develop a narrative through the use of values and key messages that people believe and can share e) conduct explicit planning of communication activities to deliver desired outcomes f) communicate brand values and key messages to a schedule of message milestones g) ensure consistency of messages is maintained across all media h) ensure clarity in communication and that all messages are accurate, relevant, credible Page 3

4 i) focus on simple message and distil complex information into meaningful facts and usable information 3. Utilise internal communications to improve knowledge and understanding and engage staff in brand and reputation building activity a) encourage staff to share good practice, knowledge and expertise b) prioritise internal communications in relation to brand and reputation to keep the University informed c) provide meaningful opportunities for engagement around the student experience d) develop opportunities for staff to communicate their thoughts within the context of the brand e) introduce feedback, collection and analysis mechanisms ensure appropriate action feedback f) define and implement appropriate feedback mechanism to evaluate progress on staff support for brand development activities 4. Establish external communications and partnerships that enhance reputation and brand a) encourage staff to develop their links and networks and to communicate the benefits the University brings to the community b) communicate the achievements of our students to our feeder schools and colleges c) develop close and effective relationships with target audiences, for example, by matching academics with teachers in schools to share expertise, opinions and information as well as providing mentoring, shadowing and consultancy d) position the University as a key contributor to the region through partnerships, business and community engagement e) develop plans for strategic stakeholder engagement identify, prioritise and engage with external stakeholders through a programme of events, meetings and communications f) engage with key opinion leaders and decision makers locally, nationally and internationally, whose views and/or responsibilities may impact positively on the reputation and development of the University Page 4

5 g) engage in research collaborations with the best partners and engage in strategic partnerships with key businesses and commercial h) implement the Community Engagement Strategy to ensure the University collaborates with its larger communities for the mutually beneficial exchange of knowledge and resources in a context of partnership and reciprocity 5. Develop a proactive programme of media relations a) develop a proactive programme of media relations that celebrates the University s work and builds a clear and a compelling narrative to showcase achievement b) enable staff to develop their media profiles and communicate their knowledge and expertise and professional standing c) develop productive media relations and news management and inform public debate d) review our crisis communications to mitigate any damage to brand 6. Provide staff training that supports staff in engaging in brand development activities a) train, enable and encourage staff to give presentations/speak b) communicate the brand, core values and expectations at induction and at regular intervals c) ensure staff understand that the student experience starts from a single moment of engagement with the University d) staff should attend relevant and regular development and training to ensure they can deliver an excellent student experience e) develop an understanding of the impact on reputation of lack of project completion or poor delivery f) enable staff to develop a cultural understanding of global partners 7.. Ensure that success is recognised and celebrated a) recognise and celebrate student, staff and stakeholder achievements at awards ceremonies, graduations etc. Page 5

6 b) publish articles on staff/student achievements in staff, stakeholder and student magazines c) managers to recognise staff achievements at team, one to one meetings and appraisal d) press releases, blogs, social media to feature articles about staff achievements 8. Manage the associated risk of other organisations brands with which we do business a) develop service level agreements and service quality as standard b) develop codes of conduct and standards of behaviour for external suppliers c) deliver appropriate and effective communications and events to all stakeholders 9. Establish evidence of impact of brand development and management activities a) conduct perceptions surveys b) conduct market scanning/intelligence c) conduct sentiment analysis on social media and traditional media analysis d) analyse application and acceptance rates and track subsequent success of learners e) develop key measures for brand and reputation and communicate via a dashboard f) introduce a system to measure and evaluate brand value, brand equity etc. 4. Forms/Instructions None. 5. Links/Dependencies This strategy should be read and its use considered with reference to the University of Bedfordshire s Strategy Page 6

7 6. Appendices None. Page 7