Más contenido relacionado Similar a Precedent at CASE 2012 (20) 1. THRIVE
The digital campaign that changed
everything
Presented at CASE Europe 2012
Louise Casella, Cardiff University’s Director of Strategic Development
Lindsay Herbert, Precedent’s Head of Digital Marketing
Digital Finance Forum 2011
7. Strategy without tactics is
the slowest route to victory.
Tactics without strategy is
the noise before defeat.
Sun Tzu, Art of War
38. UK application decline: 7 per cent
Cardiff University: 4 per cent
(despite predictions we’d be hit
harder than any other institute)
39. THRIVE is now the permanent
UG recruitment brand (and the
Schools are all on-board!)
42. Thank you for listening
Find us at Exhibition Hall
Stand 22
Notas del editor Both: Intro relationship to project and role within organisation Lindz Lindz: The sector in a panic about the reaction to tuition hikes Lindz: Students mistrustful of unis, worried about future, etc Louise: Tuition and policy landscape Louise: Reasons why Cardiff stood to lose most Lindz: Intro art of war Lindz: The 5 elements Louise Louise: Campaign objective Louise: Top students from top schools Louise: Also top students from outside the top schools (e.g. widening access) Lindz Lindz: Overall scene and timing of the campaign Lindz:Anger, fears and reactions within the sector (e.g. English unis marketing in Wales) Lindz: Couldn’t present a marketing message Lindz: But that’s what the university had Lindz: what real students look like Lindz: prospective students trusting their peers more than marketers Louise Louise: Traditional marketing at Cardiff and the need to go digital Louise: Open days, prospectuses, and each academic school doing their own thing Louise: Restrictive web presence, traditional brand Lindz Lindz: Cardiff Uni know its audiences and have the resources, Precedent know the sector and the technology Lindz: Started with a concept ‘bait for smart people’ Lindz: And grew into action plans for social media, the web, print, email, and events Louise and Lindz Lindz: Both teams heavily involved and engaged with one another. Phone calls, team meetings, and ideas being developed back and forth. Louise: Student created content and the freedom of having it on a microsite Lindz: The hook, to get them to look at the great content Lindz: The insiders to facilitate the competition but also create that sense of having an older brother or sister already at cardiff Louise: How youtube was used to select finalists and the academic rigour of the competition Louise: The delight of seeing ‘cardiff-type personalities’ shining through the videos and levels of creativity Lindz Louise: Lindz: Louise: effect on applications but also the general boost to awareness etc Louise: Internal buy-in and understanding of THRIVE and what it’s meant to achieve (e.g. we can’t pretend to be 17) Louise: Moments from open day Lindz: And what happens when you do something meaningful with social media integration Lindz
