Developing a university content strategy: 6 key questions Richelle - - PowerPoint PPT Presentation

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Developing a university content strategy: 6 key questions Richelle - - PowerPoint PPT Presentation

Dec 16, 2023 146 likes •437 views

Developing a university content strategy: 6 key questions Richelle Quinn - Head of Strategic Marketing John Ferguson - Head of Digital Experience RADIO 1 Prospective Current Corporate student student marketing marketing marketing Content

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Developing a university content strategy: 6 key questions

Richelle Quinn - Head of Strategic Marketing John Ferguson - Head of Digital Experience

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RADIO 1

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Content 
 and digital team Corporate marketing Current student marketing Prospective student marketing

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VARYING METRICS LOTS OF 
 AUDIENCES OVERLAPPING 
 CHANNELS USER NEEDS LOTS OF 
 ORGANISATIONAL MESSAGES SILOED TEAMS OVERLAPPING EFFORTS DIFFERING 
 OBJECTIVES

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The solution: to develop a framework that empowered marketers to develop their 


  • wn audience specific content strategies
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Stage 1 - audit

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Stage 2 - thematic analysis

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Six golden questions

Why Sheffield? Why Sheffield 
 Hallam? Why this 
 course? What is? How do I? Why work 
 with Hallam?

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Why this region? Why Hallam?

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Why this region? Why Hallam? Why this course?

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Why Hallam? Why this course? Why work with Hallam?

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Why this course? Why work with Hallam?

What is...?

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Why work with Hallam?

How do I...? What is...?

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How do I...? What is...?

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Why this region? Why Hallam? Why this course? Why work with Hallam?

How do I...? What is...?

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Identified Gaps

Why this region? Why Hallam? Why this course?

Overarching regional content (Video)

Sell region to local audience. The benefits to staying

Affordability and relatively low living costs compared to other areas

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Identified Gaps

Why this region? Why Hallam? Why this course?

Overarching Employability (video) Graduates to big brand employers and small (cool) companies

Subject area employability videos Website: Re-structure/ Re-think of Study Here area Overarching (video) Postgraduate showcase to sell Hallam to current students Health and Social Care information hub Graduation & Graduates, how has Hallam helped find them a place in the world

Showcase of Hallam accommodation.

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Identified Gaps

Why Hallam? Why this course? Why work with Hallam?

D e p a r t m e n t / C

  • u

r s e l e v e l f a c i l i t i e s i m a g e r y / v i d e

  • Employability,

highlight the impact

  • f the learning

Career progressor video with support message Career changer video with support message

P

  • s

t g r a d u a t e s t u d e n t l

  • a

n s

PhD's in a minute x 3 Student viewpoint of courses, study and placements

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Identified Gaps

Why this course? Why work with Hallam?

What is...?

Showcase of why Business should work with Hallam

Case studies

  • f ( Access our

Talent ) Case studies of ( Leadership ) Case studies of ( Develop your business ) Future Leaders video Why get an Apprentice (SME, Large corporate) Ads Apprenticeship case studies Heart of the Region content

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Identified Gaps

Why work with Hallam?

How do I...? What is...?

What is the Apprenticeship levy? an Apprenticeship and the benefits to me? What is the day to day of an apprentice? What is an Apprenticeship: resource pack for students? What is a Postgraduate? What does a PG, do day to day? What is a PhD? What is Allumni and its team?

What is: Leadership, Innovation, Enterprise, Internships, KTP , Research?

What is an Open Day?

What is (subject) e,g, Engineering? Nursing? Paramedic? Mid level introductions to subject areas

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Identified Gaps

How do I...? What is...?

How do I apply for postgraduate study? How do I apply and fund a PhD? H

  • w

d

  • I

u s e m y c u r r e n t e x p e r i e n c e f

  • r

a n e w c a r e e r p a t h ? How do I manage my workload? How do I afford to live? H

  • w

d

  • I

w

  • r

k w i t h t h e U n i v e r s i t y ? ( c

  • n

t a c t a n d p r

  • c

e s s ) ?

How do I afford postgraduate

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Identified Gaps

Why this region? Why Hallam? Why this course? Why work with Hallam?

How do I...? What is...?

Overarching regional content (Video)

Sell region to local audience. The benefits to staying Affordability and relatively low living costs compared to other areas

Overarching Employability (video) Graduates to big brand employers and small (cool) companies

Subject area employability videos Website: Re-structure/ Re-think of Study Here area Overarching (video) Postgraduate showcase to sell Hallam to current students Health and Social Care information hub Graduation & Graduates, how has Hallam helped find them a place in the world Showcase of Hallam accommodation.

D e p a r t m e n t / C

  • u

r s e l e v e l f a c i l i t i e s i m a g e r y / v i d e

  • Employability,
highlight the impact
  • f the learning
Career progressor video with support message Career changer video with support message P
  • s
t g r a d u a t e s t u d e n t l
  • a
n s P h D ' s i n a m i n u t e x 3 S t u d e n t v i e w p
  • i
n t
  • f
c
  • u
r s e s , s t u d y a n d p l a c e m e n t s

S h

  • w

c a s e

  • f

w h y B u s i n e s s s h

  • u

l d w

  • r

k w i t h H a l l a m

C a s e s t u d i e s
  • f
( A c c e s s
  • u
r T a l e n t ) C a s e s t u d i e s
  • f
( L e a d e r s h i p ) C a s e s t u d i e s
  • f
( D e v e l
  • p
y
  • u
r b u s i n e s s ) F u t u r e L e a d e r s v i d e
  • W
h y g e t a n A p p r e n t i c e ( S M E , L a r g e c
  • r
p
  • r
a t e ) A d s A p p r e n t i c e s h i p c a s e s t u d i e s H e a r t
  • f
t h e R e g i
  • n
c
  • n
t e n t What is the Apprenticeship levy? an Apprenticeship and the benefits to me? What is the day to day of an apprentice? What is an Apprenticeship: resource pack for students? What is a Postgraduate? What does a PG, do day to day? What is a PhD? What is Allumni and its team? W h a t i s : L e a d e r s h i p , I n n
  • v
a t i
  • n
, E n t e r p r i s e , I n t e r n s h i p s , K T P , R e s e a r c h ?

What is an Open Day?

What is (subject) e,g, Engineering? Nursing? Paramedic? Mid level introductions to subject areas How do I apply for postgraduate study? How do I apply and fund a PhD? H
  • w
d
  • I
u s e m y c u r r e n t e x p e r i e n c e f
  • r
a n e w c a r e e r p a t h ? How do I manage my workload? How do I afford to live? H
  • w
d
  • I
w
  • r
k w i t h t h e U n i v e r s i t y ? ( c
  • n
t a c t a n d p r
  • c
e s s ) ? H
  • w
d
  • I
a f f
  • r
d p
  • s
t g r a d u a t e
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How we make it work?

Trello

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Sign-off and buy in

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Giving teams a framework 
 empowers, supports and 
 brings consistency

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Teams need to think 
 about ALL aspects 


  • f content
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Thank you Questions? https://www.surveymonkey.co.uk/r/ JohnFerguson_RichelleQuinn