Community Knowledge Exchange

Digital Marketing Plan 2015 – 2016

1

About CKE• Links community groups and student researchers

• Work is pro bono or part of undergraduate practical work

• The Knowledge Broker is first point of contact for community groups and NGOs

• Ties in with EU objective of bringing communities closer to HEIs.

• CKE is not unique to Ireland nor Europe

Market Positioning Statement:

“To community groups that are low on time and monetary resources, the CKE is an initiative that allows these groups to utilise the expertise of students at much lower costs than other channels.”

2

Environmental Analysis• 6 completed projects to date

• Current Marketing Activities• Presentations

• Emphasis of WoM especially in Humanities and Social Science Department

• Digital Presence – DCU Website

3

Environmental Analysis

4

• Students

• Lecturers

• Researchers

• National Lottery

• Previous Partnerships

• Potential Future Partnerships

• The general public that avail of the community services

General Public

Community Groups

UniversityGovernment

Near Media Co-OperativeKlawitter Theatre GroupD12 DisabilityMainstream Access Project

Volunteer Ireland

Ballymun School Completion Programme Axis BallymunYouth Advocate Programme

Market Research

Survey (DCU Students)

• 98% of respondents do not know about CKE

• 64% of eligible students would like to work with community groups

• 72% of students agree that academic research should try to solve problems in society

• Majority of students that know about CKE are from Humanities and Social Science Department

Interviews (Community Groups)

• There is an interest from community groups to work with students

• There is a lack of knowledge about CKE

• Challenges for community groups: funding, resources, reaching out to community

• Maintaining links with DCU difficult in past

• Suggests making website more clear

• Open to Facebook, twitter and email communication

5

Strategic & Marketing Objectives

Marketing Objectives

Increase awareness of the CKE in DCU & community groups

Enhance the CKE’s reputation through digital channels

Increase enquiries and applications to the CKE

Encourage students to address community problems when writing dissertations

Strategic Objectives

Firmly establish the CKE as a service to facilitate research collaborations between the University and wider community

Generate research partnerships that offer DCU students applied research experience and build community capacity

Ensure that the CKE is a sustainable service through Knowledge Broker and training academic staff, students & community groups 6

Marketing Goals

CKE Marketing Goals

1. 30% of final year students in DCU will be aware of the CKE

2. Capture 10 research requests via the online requests form per month

3. To gain one corporate sponsor

4. To host one major event for members of the community and DCU students

7

Tactics

8

CKE Funnel

9

Website/Blog

• Primary platform for self-promotion• Blogging functionality for publishing content • Will double up as a product portfolio• Will allow CKE to better establish link between the public & DCU

10

Post Type Description Purpose/Goal Frequency

Feature Post Projects, Updates, Research News Awareness Bi-weekly

Guest Post Student Experiences, Testimonials Advocacy Monthly

Announcement Events, Seminars, Completed Projects Awareness Monthly

LinkedIn

• Primary function building the CKE network

• Promotional tool for past and current projects

• Creating and maintaining a LinkedIn CKE Group

• Creating a discussion between academics and professionals

11

Action Description Purpose/Goal Frequency

Participate and create a

group

Build a community and create

conversation

Community engagement,

Awareness Twice a week

Blog Posts

Publish snippets of blog posts on

pulse Content Dissementation Bi-weekly

Updates and

Conversation

Regularly updating profile and

participating in conversation Awareness Weekly

Email Marketing

Email Type Recipients Purpose/Goal Frequency

Newsletter Subscriber List Awareness, Value Creation Quarterly

Promotional - Internal DCU Students Awareness, Consideration Start of Semesters

Promotional - External NGO's, Community Groups Awareness, Consideration Ongoing

Proposal Specific Individuals Partnership Agreement When Required

Event All Relevant Parties Signups, Awareness Initial & Reminder

• Build Email Lists – website, internal & external emails, offline events • Segment List Based On Personas• Manage through Mailchimp - Free

12

Event – Technology Hub Competition

“Design and plan a space for young people in the community to have access to technology”

• Involve Ballymun & Glasnevin Community Groups and Schools

• Secure a corporate sponsor

• Coca Cola 125 Fund - €25,000 grants

• Generate awareness & earned media for DCU & CKE

13

Social

• Primary Function Content Dissemination

• Only for high value content

• Leverage existing DCU accounts

Network Content Frequency Accounts

Facebook Events, Blogs Ongoing DCU, DCU SU, DCUBS

Twitter Events, Blogs Ongoing DCU Science Comm

LinkedIn Articles, Publications Ongoing CKE

YouTube Testimonial, Webinar 1 per semester CKE

14

DCU Community Knowledge Exchange Implementation & Resourcing Plan 2015 - 2016

Component Description Goal Target AudienceResponsible

Time BudgetMonth September October November December January February March April May June July August

Week 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4

Email Marketing Email Marketing

Internal Project Proposals, Opportunities, Awareness, Consideration DCU Students & Researchers CKE20 mins per

email

External Project Proposals, Opportunities, Awareness, Consideration NGO's & Business Associations CKE20 mins per

email

Newsletter Sent Quarterly Awareness, Value Creation DCU & Community Groups CKE 2 hours

Blog / Website Blog / Website

Feature Blog Post Project Updates, Research News Awareness, DCU, Industry, General PublicCKE &

Researchers1 hour

Guest Blog Student Experience, Testimonials Advocacy DCU Students, IndustryStudents,

Community Groups

0

Announcement Posts

Events, Seminars, Completed Projects

Awareness DCU, Industry, General Public CKE 30 MinsWHEN REQUIRED

Social Media Social Media

TwitterLink to content, Event announcements

Content Dissemination DCU, General PublicDCU Science

Comm10 Mins

WHEN REQUIRED

FacebookLink to content, Event announcements

Content Dissemination DCU, General PublicDCU Facebook

Accounts10 Mins

WHEN REQUIRED

LinkedIn Create & Participate In GroupsCommunity Engagement, Awareness

Industry, DCU Students CKE 1 hour

LinkedInRepost Blogs, Links to Relevant Articles

Content Dissemination Industry, General Public CKE 10 MinsWHEN REQUIRED

Video Email Marketing

Testimonial Student & Community Group Advocacy, Lead GenerationIndustry, DCU Students & Researchers

CKE

WebinarDissertation Tips, Community Research

Awareness, Lead Generation DCU Students CKE

Event / Local Community Competition

Event / Local Community Competition

Internal Planning CKE

External Seeking Sponsorship

Website/Blog First Announcement Awareness, ConsiderationIndustry, DCU Staff, Community Groups, Students, Competitors CKE

20 mins

Facebook Announcement Awareness, Lead Generation DCU, General Public CKE10 mins

LinkedIn Announcement Post Awareness, Lead Generation Industry, Community Groups CKE 10 mins

Twitter Announcement Awareness Media CKE 10 mins

External Email EventContent Dissemination, Sentiment

Industry, DCU Staff, Community Groups, Students, Competitors, General Public CKE

Twitter Live Tweet Content Dissemination, Sentiment

Industry, DCU Staff, Community Groups, Students, Competitors, General Public CKE

Testimonial/Vlog VideoContent Dissemination, Sentiment

Industry, DCU Staff, Community Groups, Students, Competitors, General Public Student

15

Appendices

1. Key Survey Results

2. Completed Projects

3. Personas

4. Email Marketing Plan

5. Competitors

6. Content Calendar

7. Proposed Budget

16

1. Key Survey Results – 113 Respondents

What Faculty are you primarily associated with?What is your age?

Would you be interested in collaborating with community or voluntary organisations as part of your academic research?

Have you heard of the Community Knowledge Exchange in DCU?

17

Survey on Collaboration between Academics and Community Groups

Please state if you agree or disagree with the following statements.

Answer OptionsStrongly

disagreeDisagree

No

opinion/NeutralAgree

Strongly

agree

Rating

Average

Response

Count

Academic research must be transparent 3 4 29 49 28 3.84 113

Academic research should fulfil a need of

society4 12 15 54 27 3.79 112

Academic research should be socially

responsible4 4 21 52 31 3.91 112

It is difficult for voluntary groups and academics

to collaborate5 25 49 27 5 3.02 111

Collaboration with academics from different

discipline is hard to organise3 11 44 44 10 3.42 112

Academic research should serve the needs of

corporations before it serves the need of the

community

25 57 23 7 1 2.13 113

Academic research should try to solve problems

in society4 9 17 59 21 3.76 110

Mid-research reviews are disruptive 3 23 70 14 2 2.90 112

Ethical issues must be dealt with from the offset 5 2 18 55 33 3.96 113

answered question 113

skipped question 1

18

2. Completed Projects

19

3. Personas

20

Persona Segment Name Organisation Example Contact Your Motivation Their Motivation

Academic

Staff

DCU

University Mr Paul King School of Education

Studies- Education and

Wellbeing

paul.king@dcu.ie -Academic staff can find eligible

students

-Academic staff can promote the

CKE to students

-Academic staff can provide

insights into the difficulties of

finding and working with

community groups

- Makes academia relevant

to community

·- Fulfils DCU civic

engagement aims

DCU Student University DCU contact can be made

through student

email/lecturer/loop/dcu

website

-Students can propose topics of

interest

-Without interested students,

research cannot take place

-Past students can write

testimonials to promote CKE

- Real world experience

- Primary research

opportunity

-Networking opportunity

Community

Group

Community Youth

Advocate

Programme

This is a nationwide

organisation which

supports vulnerable

young people and their

families.

There is a branch in

Ballymun.

Contact form on

www.yapireland.ie/cont

act-us

018689180

-Provide a problem for the students

to address in their research

-Without interested community

groups, research cannot take place

-Following a successful

collaboration, community groups

can write testimonials to help

attract new projects

-Gain insight from outsider’s

perspective

-Retain link with college for

future projects

-Create relationships with

students as future leaders

Journalist General

Public

Carl O Brien -Irish Times

Chief reporter.

Formerly social affairs

correspondent

@carlobrien -Carl O’Brien is a Chief reporter in

the Irish Times and is therefore an

influencer. Contacting someone of

this stature may get more leads for

the CKE.

-Carl O’Brien has an interest

in social, political affairs

Journalist General

Public

Kitty Holland -Staff reporter, IT @KittyHollandIT -Kitty Holland has a large

readership at the Irish Times

-Kitty Holland is a DCU

alumni with an interest in

social justice, women’s

rights, homelessness, drug

addiction

Email Subject Recipients Purpose/Goal

Sep-15 CKE Opportunities NGOs & Business Associations Promote awareness of the CKE

CKE Opportunities Follow Up NGOs & Business Associations Reminder of CKE services, generate priority list

Oct-15 Dissertation Opportunities DCU Students Follow up from research lectures, signup newsletter subscribers

Dissertation Follow Up DCU Students Reminder of CKE services, generate priority list

Nov-15 Research Proposal NGOs & Business Associations

Specific proposals from students, signup partners for research

projects

Research Proposal Post Grad Students Match external research proposals with students

Dissertation Tips & Resources DCU Students Assist students with dissertation proposals

Dec-15 CKE Newsletter Students, DCU Staff, External Organisations Show case projects, initiatives, key upcoming events

Jan-16 Good Luck With Your Exams DCU Students Awareness, reminder of CKE services

Feb-16 Semester 2 - Get Organised DCU Students

Remind students to organise dissertations, signup students who

have not decided on proposal

Mar-16 CKE Newsletter Students, DCU Staff, External Organisations Show case projects, initiatives, key upcoming events

Dissertation Tips & Resources DCU Students Assist students with dissertation proposals

Apr-16 Stuck for Dissertation Ideas? DCU Students Find last minute proposals for students

May-16 Good Luck With Your Exams DCU Students Awareness, reminder of CKE services

Jun-16 CKE Newsletter Students, DCU Staff, External Organisations Highlight completed projects, promote value of CKE

Jul-16 Research Opportunities with DCU NGOs & Business Associations

Awareness, generate external interest for upcoming academic

year

Aug-16 Research Opportunities with DCU NGOs & Business Associations

Awareness, generate external interest for upcoming academic

year

Sep-16 CKE Newsletter Students, DCU Staff, External Organisations Awareness, Opportunities for academic year,

4. Email Marketing

Plan

21

22

Internal Competitors

Learning, Innovation and Knowledge Research Centre (LInK) utilises the work of

DCU research to help reach their goal of increasing competitiveness, productivity,

innovation and entrepreneurial capacity of the Irish economy.

The Irish Social Sciences Platform (ISSP) platform is an integration of social

science research and graduate training programmes, focusing on the social, cultural

and economic transformations that are occurring and changing Ireland.

Just like the CKE the ISSP have a high focus on connecting students with projects

that focus on the well-being of Irish society.

The Centre For Family Business utilises DCU research to help counsel

relationships and enhance the future generations of Irish family businesses.

The Centre For Family Business is similar to the CKE as it works with smaller

business that are the cornerstones of Irish communities.

External Competitors

NUI Galway’s Community Knowledge Initiative (CKI) has similar aims to the

CKE and aims to promote greater civic engagement through teaching and

research. It was launched in 2001. In 2007 it received core funding from NUI

Galway and from the Atlantic Philanthropists.

Trinity College’s Corporate Partnership & Knowledge Exchange is the most

established competitor, it has multiple segments but the ‘Innovation Academy’

and ‘LaunchBox’ initiatives are most similar to the

• they specialise in nurturing PhD students to recognise the innovation potential

of their research

• research students are connected with industry partners or Trinity Alumni,

rather than community groups

• The CP&KE website hosts documents that clearly illustrate the work by the

group (case studies), allows the client search for available technologies and

provides a brochure that documents the key success stories of the initiative.

5. Competitors

23

Publication Date AuthorContent

TypeTitle Category Topic Target Talking Points Keywords User Intent Facebook Twitter LinkedIn

Reason for 3rd party

to share

September

Monday, August

31, 2015CKE Article

Why Collaboration

is Key!Community

The 2 folded

effects of college

students

collaborating with

community

programs

Community

Partners/

College

Students

Benefits on

community/Ben

efits for college

students

college,

research,

community,

project,

academic

Know

Status: The

positive effects

research

collaboration has

for students (Insert

link to article)

Tweet: The positive

effects research

collaboration has for

students (Insert link to

article)

Share link

on

LinkedIn

Knowledgeable/Infor

mative

Monday,

September 7,

2015

CKE Image

Students working to

create better living

standards in our

community (pic of

DCU students doing

Research)

Research

Picture from a

successful project

that came out of

CKE

Researche

rs in

Humanities

& Science

Link to the page

/ Call to action

ie Click here to

learn more

Students,

college,

academic,

Go

Picture : 'Students

working to create

better living

standards in our

community' Insert

link to CKE

webpage

Picture : 'Students

working to create

better living standards

in our community'

Insert link to CKE

webpage

n/aInformative/Entertaini

ng

Monday,

September 14,

2015

CKE Article

How to decide on a

thesis topic by

looking to the

community

Research

Tips on looking to

the needs of the

community to

decide on a thesis

topic

Researche

rs in

Humanities

& Science

how to,

thesis

ideas

Know

Status: Stuck for

what to do your

thesis on? Find

inspiration in the

community (link to

article)

Tweet: How to come

up with a thesis idea by

looking at problems in

society (link to article)

Share link

on

LinkedIn

Informative

Monday,

September 21,

2015

CKE VideoHow to get

started with CKECommunity

The procedure for

finding a

researcher

Community

Partners/

College

Students

-testimonial

from community

group

how to

Do n/a

ask DCU twitter to

tweet this and @ some

volunteer groups

:inked In-

Volunteer/c

ommunity

group

discussion

page.

-useful content

-who to contactcommunity

groups

-time

-what

information to

send CKE

broker

24

7. Budget