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Transcript of Sheffield Made Us. Using social media to engage students in the university brand Dave Stanley...
![Page 1: Sheffield Made Us. Using social media to engage students in the university brand Dave Stanley Marketing Manager Twitter: #iwmw10 #a6.](https://reader035.fdocuments.in/reader035/viewer/2022062318/551607d6550346cf6f8b5e9f/html5/thumbnails/1.jpg)
SheffieldMadeUs.Using social media to engage students in the university brand
Dave StanleyMarketing Manager
Twitter: #iwmw10#a6
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A case study• Sharing our experience
• What is a brand?
• Aims of the project
• The project timeline
• Costs & evaluation
• Watching some films
• Plenty of time for questions & discussion
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What are brands?
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“The best brands create a special relationship with customers, based on intangible qualities that evoke strong emotional responses.
“These might consist of a logo, a general look and feel, a tone of voice and the way a company interacts with its customers – but the whole should be much greater than the sum of the parts.”
Chartered Institute of Marketing
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Lovemarks
• Saatchi and Saatchi
• Emotion
• Loyalty Beyond Reason
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Why will this help you?
• Liberating
• Empowering
• A ‘filter’ for making the ‘right’ decisions without constant supervision
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ToDiscoverAndUnderstand.
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RerumCognoscereCausas.
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Project timeline
• 17 April Start-up meeting
• 22 April Decide on name
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Made In Sheffield.
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Sheffield Made Us.
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Project timeline
• 17 April Start-up meeting
• 22 April Decide on name
• 6 May Creative brief for designers
• 8 May Project and comms plan
• 11 – 21 May Initial film
• 19 May Draft promotional text
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10/04/23
© The University of Sheffield
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Timeline part 2
• 20 – 27 May Competition processes
• 28 May Edit & upload initial film
• 1 June Launch competition
• 1 June – 18 Oct Ongoing comms
• 19 Oct Close competition
• 19 – 20 Oct Review entries
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Timeline part 3
• 27 October Judging panel
• 17 November Inform winner
• 27 November Announce winner
• January 2010 Review and evaluation
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Costs
Budget £10,000
Projected
Prize £3000
Design £2500
Promotion £4500
Actual
£3000
£2300
£1045
£6345
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Promotional costs
£120 Payment to student ambassadors
£280 Press adverts
£285 Poster printing
£200 Poster sites
£160 Facebook adverts
£1045
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Evaluation
• 31 entries by closing date
• Total views 60,000
• Costs £6345
• Duration of each film approx. 2 minutes
• Cost of each view 6345/60000 = 10.5p
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Topics• Can anyone share their experience of a social media
campaign? Did your brand play a role?
• How necessary are financial incentives? Can results be achieved without these?
• Can you really manage a brand in a social media environment? Is a new approach needed to brand management?
• How do you encourage users to supply the content in the first place? How can you ensure that the content fits your brand?
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The fundamental big idea(What we stand for)
To Discover and Understand
The fundamental big idea(What we stand for)
To Discover and Understand
Offer(What are we actually offering the
World – how will we deliver impact?)
The Sheffield Graduate +
The Sheffield Academic?
Offer(What are we actually offering the
World – how will we deliver impact?)
The Sheffield Graduate +
The Sheffield Academic?
Position(The place we occupy in the HE
sector compared to other universities)
To be a global University firmly positioned amongst the World’s
leading universities.Top 5 in the UK.
Position(The place we occupy in the HE
sector compared to other universities)
To be a global University firmly positioned amongst the World’s
leading universities.Top 5 in the UK.
Shared Values(What motivates us to work at Sheffield rather
than somewhere else.)
?
Shared Values(What motivates us to work at Sheffield rather
than somewhere else.)
?
Personality(How we look, act and talk)
?
Personality(How we look, act and talk)
?
Not explored in Our Shared Vision.
Action: Needs addressing in a conversation about motivations and values with staff.
Not explored in Our Shared Vision.
Action: Needs addressing in a conversation about motivations and values with staff.
Not explored in Our Shared Vision.
Action: Needs addressing in a conversation about motivations and values with staff.
Not explored in Our Shared Vision.
Action: Needs addressing in a conversation about motivations and values with staff.
Not explored in Our Shared Vision.Need to find a commonality to our offer.Education? Research? Employability? The Sheffield Graduate ?
Not explored in Our Shared Vision.Need to find a commonality to our offer.Education? Research? Employability? The Sheffield Graduate ?
Not a unique idea. A great idea which could encompass the totality of the student experience. Needs to be developed collaboratively into something unique.
Not a unique idea. A great idea which could encompass the totality of the student experience. Needs to be developed collaboratively into something unique.
Vision/Impact(The difference we want to make)
Improve the world by seeking to understand it.
Vision/Impact(The difference we want to make)
Improve the world by seeking to understand it.
So what? How will this improve the World?Be explicit.
Action: Needs addressing in a conversation impact on society with staff.
So what? How will this improve the World?Be explicit.
Action: Needs addressing in a conversation impact on society with staff.
Action: How do Global organisations act. Review systems and procedures in line with this?
Action: How do Global organisations act. Review systems and procedures in line with this?