STRATEGIC LEADERSHIP OF THE INTERNAL ENVIRONMENT: Marketing the University

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STRATEGIC LEADERSHIP OF THE INTERNAL ENVIRONMENT
Marketing the University Presentation HERS Cape
Town 16 September 2009
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Aim of the presentation

• External environment
• Internal environment
• The role of marketing
• UP example (2006 ytd)
• Learnings/insights
• Challenges

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MARKETING THE UNIVERSITY THE EXTERNAL ENVIRONMENT

• Regulated, turbulent
• Established old enterprise
• Licence to operate
• Compete in free market
• Market behaviour

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MARKETING THE UNIVERSITY THE EXTERNAL ENVIRONMENT

• Right versus product ?
• Macro, holistic view
• Public enterprise responsible behaviour

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MARKETING THE UNIVERSITY THE INTERNAL ENVIRONMENT

• Size matters ZA RB 3 in 2008
• Nine Faculties and UP GIBS (Business school)
• Faculties 140 departments and 85 centres,
  institutes and bureaus
• 2008 student numbers 57 409 (38 934 contact and
  18 475 distance)
• gt1800 academic programmes Afrikaans and English

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MARKETING THE UNIVERSITY THE INTERNAL ENVIRONMENT

• CE at UP 400 certificate courses in various
  training fields
• 6 campuses, various other premises
• 28 residences male, female, mixed
• BE at UP

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MARKETING THE UNIVERSITY THE INTERNAL ENVIRONMENT

• Insular
• University versus business debate
• Well entrenched silos
• Single minded, focused approach
• Narrow view
• High intellectual capital

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MARKETING THE UNIVERSITY THE INTERNAL ENVIRONMENT

• Cynical, bright, critical
• Ultimate truth
• Patriarchal society Pater Familias
• UP century 2008
• Academic confidence in public space?

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MARKETING THE UNIVERSITY THE INTERNAL
ENVIRONMENT Marketing Division

• Structure follows strategy/ies or personalities?
• Support service versus strategic service
• 2006 preceded 5 years of instability
• Numerous vacancies
• Inadequate structure
• Decentralised

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MARKETING THE UNIVERSITY

• Communication and Marketing should bridge the gap
  between internal and external environment
• Identify target audiences and messages
• Identify the USPs
• Tell the story compellingly to get top of mind
  position

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MARKETING THE UNIVERSITY Main Objectives
August 2006

• Integrate existing functions, refocus structure
  and align in support of the UP strategic drive
• Refocus energy in team, identify urgent vacancies
  and recruit
• Corporate identity cleanup, including making
  provision for a Centenary logo in all possible
  applications

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MARKETING THE UNIVERSITY Main Objectives
August 2006

• Align faculty and divisional marketing
  communication effort with corporate marketing
  campaigns and stop fragmentation of messages and
  brand identity
• Order and maintain selection of appropriate
  corporate gifts
• Utilise available research and introduce
  competitor analysis in order to allow for
  relevant tailor-made messages

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MARKETING THE UNIVERSITY Main Objectives
August 2006

• Appoint agency for interim urgent work to be
  reviewed through pitch process if required
  Appointed, briefed and finalised deliverables and
  time frames
• Align all internal and external communication and
  revive internal communication drive. Consider
  internal survey to measure brand loyalty and
  general perceptions and gaps to be addressed
  through internal marketing campaign.
• Communication to support business processes like
  strategic positioning, new management model,
  Quality Audit etc through integrated message
  alignment

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MARKETING THE UNIVERSITY Main Objectives
August 2006

• Develop crisis communication procedures and
  guidelines
• Continue to evaluate brand touch points and find
  defining relationship-cementing moments to expand
  on and angles to exploit
• Manage divisional resources to achieve best
  results, special focus on budget

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MARKETING THE UNIVERSITY University of Pretoria

• IN 2006 - What market did not say about UP
• Innovative institution
• Internationally recognised research
• International accreditation
• Participation in community projects
• Links with government
• Entrepreneurial culture
• Financial strength
• Social / sport / culture

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MARKETING THE UNIVERSITY THE UP CASE STUDY 2007

• In a nutshell - Positioning gaps
• Associations - Transformation, innovation
• Brand promise - Research, internationalisation,
• postgraduate, innovation, empowering
  organisational culture
• Identity - Visibility

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MARKETING THE UNIVERSITY 2007

• Align brand positioning and communication with
  strategic direction set out in UP strategic plan
• Across functions, ALL actions to showcase
• UP as Top 500 university
• Academic and research quality and excellence
• Local impact, truly transformed

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MARKETING THE UNIVERSITY 2007

• Marketing plan to be drafted based on UP
  strategic plan and address gaps
• Aim to reposition UP in brand-savvy environment
  with identified stakeholders through tailored
  messages

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MARKETING THE UNIVERSITY 2007

• Provide ample reasons-to-believe
• Research output quality and relevance
• Academic products and achievements
• Ratings
• Academic talent
• Management and corporate governance

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MARKETING THE UNIVERSITY 2007

• 6. Facilities and campuses
• 7. Collections, arts, culture, botanical gardens,
  architecture
• 8.Tuks Sport
• 9.Tuks Residences
• 10. Library service
• 11. Community-based projects

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MARKETING THE UNIVERSITY 2007

• How?
• Marketing effort to share the internal reality
  compellingly with all different stakeholders
• Illustrate quality through design of corporate
  identity, choice of photography, media selection,
  web efficiency and design, etc
• Reputation risk and issue management

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MARKETING THE UNIVERSITY 2007

• Integrity and legitimacy - Overpromise and
  underdeliver
• Integrate external and internal marketing
• Exploit corporate and faculty synergies to get
  more bang for buck
• Measure in order to manage

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MARKETING THE UNIVERSITY 2007 Advertising Spend
Universities Nov 05 till Oct 06
Total
Rands
TOTAL 42,294,944
TSHWANE UNIVERSITY TECHNOLOGY 1,027,189
UNIVERSITY OF JHB 6,723,081
UNIVERSITY OF KWAZULU NATAL 2,106,203
UNIVERSITY OF PRETORIA 4,156,078
UNIVERSITY OF SA 21,111,118
UNIVERSITY OF STELLENBOSCH 2,991,093
UNIVERSITY OF THE FREE STATE 2,269,523
WITWATERSRAND UNIVERSITY 1,910,659
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MARKETING THE UNIVERSITY 2007 TOOLS UTILISED

• Advertising/ advertorial
• relevant media selection based on markets and
  messages electronic and print to be considered
  locally as well as internationally
• Agency managed to get best possible return on
  investment
• Weekly status meetings
• Monthly strategic sessions
• Quarterly feedback to senior leadership

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MARKETING THE UNIVERSITY 2007 TOOLS UTILISED

• Market Research to measure and monitor progress
  continuously
• Reputation and trends (Media clippings)
• Advertising success/ Message retention
• Brand awareness
• Competitive analysis and advertising spend and
  trends

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MARKETING THE UNIVERSITY 2007 TOOLS UTILISED

• PR and Communications
• Exhibitions
• Events
• Stakeholder Relationship management
• Media relationship management, press releases and
  Publications Tukkievaria, Tukkie, new electronic
  internal newsletter
• Web Internet
• Internal communication and intranet
• Direct marketing In support of TuksAlumni,
  Institutional Advancement, etc

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MARKETING THE UNIVERSITY Achieved 2007

• Refreshed design elements
• UP photographs introduced
• Faculty colours
• Extensive lobbying
• Education Innovation
• Current logo
• Sepedi introduced as communication language

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MARKETING THE UNIVERSITY Achieved 2007

• Correct corporate branding
• Vehicles
• Stationary
• Envelopes
• Application forms, etc
• Mainframe generated documents
• Centenary elements prepared for rollout January
  2008

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MARKETING THE UNIVERSITY Focusing on the Brand
in 2008

• Created a bold, contemporary look for Centenary
  celebrations
• Audit all faculties all support service
  documents collected
• Brand audit completed end September 08
• Completed draft mini Brand Manual
• Agreements with branding and co-branding
  implications signed, without stipulating the
  brand guidelines or hierarchy reviewed
• Brand education/advice high priority and ongoing

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Centenary celebrations
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MARKETING THE UNIVERSITY ecoms 2007/2008

• New web design and rebuild for Audit in May 2007
  and update continued 2008
• Groundwork for staff and student intranet
  completed 2007
• Backend architecture and information design of UP
  website firmly laid down in 2008
• 352 departments, faculties, support services and
  residences ownership of mini-sites on the UP web
  platform, traffic averaging 71 000 visits per
  week
• Additional functionalities added 2008 Wikis,
  blogs, photo galleries, integration with
  advertising campaigns, video library clips of
  all events etc

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MARKETING THE UNIVERSITY 2007/2008 Events

• 68 events hosted, organised, co-hosted during
  2007 Major events 2007 Chinese President, Tony
  Blair, inauguration of Chancellor, launch of
  Centenary rose
• Open Day 2007 attended by estimated 20 000
  people, compared to 15 000 in 2006
• Open Day 2007 awarded a first prize Unitech
  Competition - Integrated Campaign category.
• Open Day 2008 attended by estimated 30 000
  people, compared to 20 000 in 2006

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MARKETING THE UNIVERSITY Results 2007/2008

• Holistic approach to events saw integrated media
  campaigns gaining maximim publicity (internal and
  external)
• Design and use of branding guaranteed high levels
  of exposure to UP brand
• Value of relationship and experiential marketing
  invaluable

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MARKETING THE UNIVERSITY The Centenary

• Number of events January November 2008 54
• Numerous Conferences on campus during the
  centenary
• Branding and marketing material issued
• Centenary Shop established in the Cultural
  precinct supplying corporate gifts and
  memorabilia to all internal clients and external
  visitors

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MARKETING THE UNIVERSITY External Communication
2007/2008

• Competitive analysis completed end 2007 and
  ongoing
• Communication strategy 2008 TV advertisement,
  support by radio
• Other advertising Bookjol, Open Day, UPplause,
  Laureate awards, Matric/UP results
• Highly visual and impactful campaigns created
  Bookjol, Open Day 2008, UPplause for UParts
• Draft Multimedia

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MARKETING THE UNIVERSITY 2008 Exhibitions

• 5 April 2008 Mining Indaba Cape Town
  showcasing Faculty of EBITs Mining Department
• March 2008 Gardenex Exhibition Johannesburg
  4000 flyers of the University of Pretoria
  Centenary rose distributed
• 14 June 2008 Cape Town Book Fair
• 11 August 2008 Sasol Techno X Expo (Second
  prize/ silver for the exhibition stand Overall
  prize for the "Best Science Show" beating big
  companies such as MTN and Eskom)

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MARKETING THE UNIVERSITY 2008 Exhibitions

• 15 September 2008 Insite Exhibition
• October 2008 Baja Challenge
• 1 October 2008 Expo for young Scientists

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MARKETING THE UNIVERSITY Results Media management
2006 - 2009

• Editorial print media value measured
• - 2008 Jan Dec 172 910 425
• - 2007 Jan Dec 81 885 076
• - 2006 Jan Dec 59 741 806
• Electronic media value measured
• - 2008 Jan Dec 35 102 333
• TOTAL 2008 208 012 758
• Negative media reports 2006 84 2007 70 2008
  96

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MARKETING THE UNIVERSITY Results Media
management 2006 - 2009

• Negative stories that were covered during the
  year so far
• Story of misconduct by students in Kiaat
  residence (given an initiation slant) Feb 09
• Stabbing incident by microbiology student that
  took place in Hatfield (not covered broadly) -
  May 09
• Resignation Prof Pistorius

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MARKETING THE UNIVERSITY Results Media
management 2006 - 2009

• Negative stories that were covered during the
  year so far
• Blind student that fell in lift shaft in Klaradyn
  residence Jul 09
• Student attacked in Curlitzia residence Jul 09
• Letter in Beeld about English courses used in
  Afrikaans advertisement of CE at UP Jul 09
• Allegations of Freedom Front Plus students about
  depoliticizing of SRC elections Aug 09

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MARKETING THE UNIVERSITY Results Media
management 2006 - 2009

• TOTAL AVE 2009
• Jan 09 R10,636,934
• Feb 09 R15,721,272
• Mar 09 R21,030,532
• June 09 R18,093,841
• Total 4 months R65,482,579
• Projected for 8 months (Year to date)
  R130,965,158
• To be confirmed end 2009

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MARKETING THE UNIVERSITY MAIN GAPS 2010

• Internal communication and marketing
• Postgraduate recruitment
• External communication/positioning, including
  formal advertising
• Reputation enhancing editorial
• Brand Model implementation

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MARKETING THE UNIVERSITY

• Important projects for the year
• Restructuring of all UP marketing related
  functions
• Internal and external marketing opportunity of
  the new VC and Principals appointment to be
  fully exploited
• Installation of the new VC and Principal

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MARKETING THE UNIVERSITY Learnings/insights

• University should act like brand, because we
  compete with brands
• Mergers in SA tertiary sector were helpful
• Structure matters
• Mind of the academic matters

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MARKETING THE UNIVERSITY Learnings/insights

• Consultation, consultation, consultation
• Consistent on target on message communication is
  key (Making up 5 years is impossible)

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MARKETING THE UNIVERSITY Challenges

• Support service versus core business
• Turn cynical staff into brand ambassadors
• Finding the reputation building stories!
• Get structure to follow strategy
• Scan and interpret the environment

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MARKETING THE UNIVERSITY

• Discussion