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Collaborative Partnership Forum Marketing Initiatives
Lydia McClelland Head of Marketing University of Ulster 11 October 2013
Overview
• Marketing Working Group • Marketing Tools • DEL: Access To Success – Foundation
Degrees • Future Developments
Marketing Working Group
• Late 2012 • 6 colleges, CAFRE, Ulster • Marketing reps • Academics
Marketing Working Group
Remit: • To improve the collaborative nature of marketing
between Ulster, its 6 partner colleges and CAFRE
• To improve Ulster’s brand within FE and CAFRE • To work in partnership with Ulster’s partnership
managers to increase progression from HE to FE (2013-14)
Marketing Tools • Leaflets • Video testimonials • Website • Course Finder Tool • “Become a University of Ulster Associate
Student” logo • Schools Engagement – signposting • Partnership working – case study
Leaflets
Website
• Study at Ulster – www.ulster.ac.uk/study • Dedicated page –
www.ulster.ac.uk/associatestudents
• Further development of webpages for Associate Students
Video Testimonials
• http://www.youtube.com/watch?feature=player_embedded&v=JAwTknahaBk&list=UULu2Pw0SIE1vSJA4Umn2dRQ
Course Finder Tool
Logo and Branding
• Joint branding of courses and the benefits of being an associate student • College prospectus • College website • Ulster’s website www.ulster.ac.uk/study
Schools Engagement • 15,000 applicants annually for UG courses at Ulster • 35,000 applications • c. 4,500 places • Ensuring young people STAY in education post school • c. 180 schools visits annually • Engagement with 30,000 prospective students • Reference to colleges in Ulster’s schools presentation • “Ride two horses” • Signposting
Partnership Working • Siobhan Breen (SWC)/Lisa Bradley (Ulster) • Foundation Degree Financial Services Mgt (SWC – Omagh) • Pathways to Ulster
– Business and Accounting – PT/FT (Magee) – Business Admin – PT (Magee)
• Summer Bridging • Constantly innovating – development of new ideas and pathways • Working together • Industry relevant qualifications • “Selling Ulster” from Day 1 of foundation degree course • Partnership working
DEL - Access to Success: Foundation Degree Stakeholders’ Forum • To work with HE providers, the Department and relevant
others to advise on the design, development and promotional campaign which is able to meet existing and future information needs of employers and others regarding Foundation Degrees
• Campaign to promote foundation degrees – Employers – Students
Future Developments • PR -Celebrating 10 Years of Success -Engaging Learners through
Partnership – 10 success stories for PR and video
• Further development of Ulster’s Brand in HE • Brand guidelines • Communications plan • Enhancement of Course Finder Tool • Development of video testimonials • Marketing Resource • “mighty oaks from little acorns grow”
