MARKETING AND CORPORATE COMMUNICATION STRATEGY 2011-2014 Author: George Hotchkiss, Assistant Principal, Enterprise & Organisational Development Impact Assessment Date: 2 September 2010 Date: August 2011
Contents 1 Introduction... 2 2 Environmental Analysis... 2 3 West Lothian College Corporate Aims:... 3 4 Marketing Strategies:... 3 4.1 Brand and Positioning Strategy... 3 4.2 Learner Centred Culture Strategy... 4 4.3 Innovative and Balanced Portfolio Strategy... 5 4.4 Business Support Strategy... 5 4.5 Positive staff relations Strategy... 6 4.6 Corporate Communication Strategy... 7 5 Marketing Activities to support Marketing and Corporate Communication Strategy... 7 5.1 Informed Pricing Policies... 7 5.2 Effective Marketing Communications... 8 5.3 Corporate Social Responsibility... 8 5.4 Public Relations... 8 5.5 Promotional Activities... 8 5.6 Marketing and Corporate Communication Strategy... 9 5.7 Implementation... 9 6 Monitoring... 9 7 Review... 9 1
1 Introduction The Marketing and Corporate Communication Strategy will promote internally and externally, the vision of a high performing and creative College with a national reputation for excellence in demand led learning and pro-active skills development. The Marketing and Corporate Communication Strategy activities focus on supporting and promoting the corporate aims, objectives and values as set out in West Lothian College s Corporate Plan 2011-2014. 2 Environmental Analysis 2008 was the year the economic environment changed and the world went into recession. 2010 started with the UK Government acting to secure the British economy from collapse by borrowing finance internationally. Mid-year the Government changed and, with it, came new financial policies designed to reduce UK debt. A result of this will be a reduction in Government spending and in 2011 this will have a major financial effect on the College reducing the College s core funding from the Scottish Government by between 7% and 20% over 4 years. This foreseeable external change will require the College to align its operations to sustain its Corporate Aims. Marketing will play a major role in providing clear and timely communication to support changes, whilst ensuring the image of the College continues to be enhanced. The reduction of core funding will require Marketing to seek out alternative revenue streams and support the Academic Centres in identifying more efficient delivery modes whilst still improving the service to learners and providing a curriculum that meets the needs of the wider community. Social communication and the use of digital technology in learning will offer greater opportunities for the College to expand its delivery to new geographic, social and cultural areas, while digital social networking will provide formal and informal channels of communication for the College and its learners. One of the first changes required will be the focus and structure of the College Marketing and Sales Centre. The focus will now have greater emphasis on: Generating non core funding to support the College business. Communication through digital social networking. Digital marketing. These should not detract from the current activities of promotion, research, College publications, internal and external communication and the development of the College image. 2
3 West Lothian College Corporate Aims: A College whose excellent performance delivers value to both the individual and the wider community. Excellence in learning and skills development. An excellent and sustainable business. 4 Marketing Strategies: The marketing strategies are the parameters for the activities and targets as detailed in the Marketing Operating Plan(s). Position and reinforce the College brand as a learner centred College with Centres of Excellence in learning and skills development. Identify, develop and promote added value to the learner learning experience. Support a balanced, demand led portfolio meeting the needs of learners, employees, businesses and the community. Identify, develop and promote a range of profitable commercial income streams to support the business. Continue the development of a positive culture through excellent employee relations and team working. Provide and maintain robust information for effective internal and external communication to key stakeholders. 4.1 Brand and Positioning Strategy Position and reinforce the College brand as a learner centred College with Centres of Excellence in learning and skills development The College s strong branding is represented by the curved logo and associated designs that is understood, practised and evaluated continually both internally and externally. The branding logo has evolved from the unique campus design, and perception is reinforced by regular consumer research. This logo will continue to be developed with suitable design themes and promoted in all marketing materials. The brand supports and underpins the College s vision of a high performing and creative College with a national reputation for Centres of Excellence in learning and skills development. 3
The market position of the College is to be developed and supported through: Achieving recognised standards of excellence along with individual awards. Promoting Centres of Excellence and resident experts. Demonstrating the value the College places on community interaction. A major element of the College s position is its values which will be preserved throughout all planning, decision making and actions. 4.1.1 College Values The values of the College are fundamental both internally and externally to those interacting with the College. They are recognised as developing good citizenship and improving the economic and social environment. Promote Learner empowerment Cultivate mutual respect and accountability Act with integrity 4.2 Learner Centred Culture Strategy Identify, develop and promote added value to the learner learning experience College publications and learner information will be factual, accurate and timely in a language appropriate to the target market enabling learners to make informed decisions. The College will encourage and support learners to participate in the planning development and review of the College s performance. The College will encourage and reward individual learners and group participation in extra curricula activities that benefit the College or the community. The College will provide information enabling learners to access support in a confidential manner. In assisting learners to develop core skills and support their vocational learning, the College will provide and promote free access to learning support for all learners. The College will continue to encourage participation in citizenship events through a range of non curricular activities such as charity work and social events. 4
The College recognises the need to develop close links and communication with past learners to monitor and promote performance of past West Lothian College learners. To achieve this, the College will set up an Alumni database to communicate with past learners. The College will explore and develop digital and social media to expand and enhance both formal and informal communication with learners and potential learners. 4.3 Innovative and Balanced Portfolio Strategy Support a balanced, demand led portfolio meeting the needs of learners, employees, businesses and the community The Marketing and Sales Centre will provide robust national and local market information to support curriculum planning decisions. The College will provide local schools and prospective learners with current information on employment trends and future opportunities. This information will be available in paper and digital formats. The Marketing and Sales Centre will, on an annual basis, produce post course destination statistics and information from past students on the appropriateness of skills learned in College. The Marketing and Sales Centre will work closely with Academic Centres and Service Departments to monitor learner satisfaction of the College application, interview and induction process. The Marketing and Sales Centre will through a range of methods and activities, evaluate the student learning experience. The Marketing and Sales Centre will, work with other colleges and training providers to maximise opportunities for the learner and the College community. 4.4 Business Support Strategy Identify, develop and promote a range of profitable commercial income streams to support the business The Marketing and Sales Team will operate to the agreed College budgets and secure at least 10% of each year s corporate business revenue from new clients. All commercial courses and services to be priced using College pricing documentation. 5
The Marketing and Sales Centre will continue to undertake environmental scanning identifying new trends and commercial opportunities to ensure the College maintains its market image of an innovative College. Supporting the development of new products, services and profitable commercial activities will require additional financial resources and the Marketing and Sales Centre to seek out funding and partnership opportunities from local, national and international organisations. The College campus and its facilities offer a major opportunity for securing additional commercial income. The Marketing and Sales Centre will work with all College centres to identify and promote these commercial opportunities. Maximise the facilities within the College CRM system to improve communication with both new and existing commercial customers. The Marketing and Sales Centre will use and evaluate a range of marketing tools and communication channels. To ensure the image of the College is sustained the Marketing and Sales Centre will monitor and report on customer satisfaction to Centre Heads and Senior Management. 4.5 Positive staff relations Strategy Continue the development of a positive culture through excellent employee relations and team working During this period of economic constraint it is imperative to recognise the importance of and reward individuals for their contribution to the development of the College and its learners. To enhance the image of the College, its staff and learners the College will seek external recognition for the outstanding performance of individuals, groups, events and activities undertaken individually or in partnership with the wider community. As part of the process of developing and promoting the existing benefits of being a College employee the Marketing and Sales Centre with Human Resources will research and promote additional external benefits to provide added value for employees. Promote social interaction across the College and develop inter-centre relationships, the Marketing and Sales Team will promote social activities with staff and learners for charitable and non curriculum activities. The College will continue to support and promote professional development to maintain the current and future skills demanded of a progressive organisation. 6
The College will continue to develop its position of supporting the communities it serves by encouraging the involvement of College management and staff in external local and national organisations. As part of the College s aim to improve efficiency and effectiveness of its processes and performance indicators, the College will promote, recognise and reward individuals and groups of staff. 4.6 Corporate Communication Strategy Provide and maintain robust information for effective internal and external communication Through the College internal newsletter, positive PR, good news, views, and achievements of College staff, learners and associates are communicated. Promote the development of ICT skills and encourage increased use of the College Intranet as a channel of internal communication between all College employees. Assist in the development of Cross College Course Teams through internal course bulletin boards offering open access for staff to communicate and receive information. Maximise opportunities and manage the risks of using social networking to communicate the College brand through a range of learner activities and blogs. Continue to stimulate social interaction between staff the wider College s community. Provide accurate information for press releases and publications in a form that stimulates interest in the College and augments the brand. Monitor and respond to positive and negative publicity in a way that reflects the values of the College. Monitor publicity and communication materials to ensure compliance with College policies, procedures and values. Produce a quarterly external College News Bulletin in paper and e-format highlighting College/partnership achievements and awards. 5 Marketing Activities to support Marketing and Corporate Communication Strategy 5.1 Informed Pricing Policies College pricing will be competitive and provide a suitable financial contribution to the College. 7
The College recognises the importance of learning being accessible to all and aims to balance this requirement with the need to meet funding and financial targets, whilst maximising the financial contribution of income streams. 5.2 Effective Marketing Communications The Marketing and Sales Centre will use a range of marketing methods and communication channels to effectively communicate with new and existing customers, businesses and other stakeholders ensuring both internal and external customers receive targeted communications via the most appropriate media channel. The College will continue to develop and maximise the effective use of digital communication with students, staff, employers and stakeholders. The Marketing and Sales Team as part of the process of managing the College s brand will monitor and alert the Senior Management Team of references in the media to the College or the sector. 5.3 Corporate Social Responsibility The College realises the importance of its Corporate Social Responsibility and the need to work with local communities to strengthen communication and mutual understanding. A variety of social marketing activities will take place with local communities, networks and partnerships, including charity fund-raising events. The College will in its communication demonstrate high ethical standards and a proactive approach to equality. 5.4 Public Relations Public relations will be used to support and enhance the College s profile using targeted media publications and marketing campaigns. This includes the use of press releases, case studies and award entries. 5.5 Promotional Activities The Marketing Operating Plan and Marketing Calendar outline the key marketing activities that will be undertaken each year. Both of these documents are subject to annual review to ensure they are adapted to meet changing customer demands and marketing trends. A wide range of internal and external promotional tools will be used including: Advertising. 8
Events, including Open Days, Enrolment Evenings and Careers Fairs. Public Relations. Promotional materials including, prospectuses, brochures, posters, leaflets, letters, news letters, calendars, postcards and branded giveaways targeted at specific market segments. Targeted direct mail campaigns. Website. Business networks. Visits to companies, local community centres and schools. Leaflet dispensers. Sub contracting to specialist media and marketing organisations. 5.6 Marketing and Corporate Communication Strategy This strategy will be supported by the annual Marketing Operating Plan, which will underpin the strategies and detail the targeted tactics, actions and objectives needed to successfully implement this strategy. 5.7 Implementation The Marketing and Sales Centre Head will be responsible for the implementation of the strategy through the Annual Marketing and Corporate Communication Plans. 6 Monitoring The Assistant Principal, Business & Enterprise will monitor the implementation of the strategy and provide an annual report on progress to the Finance and General Purposes Committee. 7 Review The strategy will be reviewed bi-annually by the Assistant Principal, Business & Enterprise in conjunction with the development of the College s Corporate Plan. 9