http://www.anu.edu.au/mac/content Support and advice from Marketing & Communications Division categorised by Marketing Strategy And Planning en Jessica.Angwin@anu.edu.au Copyright 2009 2009-02-11T23:08:57+10:00 http://www.anu.edu.au/mac/images/uploads/SampleCommunciationsPlan.pdf http://www.anu.edu.au/mac/images/uploads/SampleCommunciationsPlan.pdf#When:06:16:04Z {satopic_overview} Marketing, Strategy and Planning 2008-09-05T06:16:04+10:00 http://www.anu.edu.au/mac/content/support_advice/page/preparing_a_marketing_plan_elements_to_consider/ http://www.anu.edu.au/mac/content/support_advice/page/preparing_a_marketing_plan_elements_to_consider/#When:06:03:43Z {satopic_overview}What Goals are we trying to achieve? Goals are high level things such as: Increase student numbers Increase the number of PhD students Raise the awareness of the School What are our Objectives? Objectives are more detailed and should be SMART (Specific, Measurable, Achievable, Realistic, Timed. For example: Increase student numbers in the Bachelor of Architecture by 10% by 2011 Have an average of 2 PhD students per department academic staff member by 2012 Have 50 media mentions by staff in the department per year in 2009 Generate 25 applications for the new program for 2010 Situation Analysis It is a good idea to briefly describe what the current situation and outlook is in terms of factors that will influence the plan and strategies. It is most likely to be a general narrative and could include comments on the political environment, current situation with regards to students (eg. PhD students are 30% of student population and rising/falling), economic outlook, drivers of the University's reputation, trends in relevant factors (eg student enrolments, median UAI entry), competitive position and trends, etc. What Strategies will we use? Strategies describe how the objectives will be reached.  For example: Raise the profile of the Bachelor of Architecture Develop the capacity within the Department to relate to and utilise the media Use on-campus experiences to promote ANU to targeted prospective students The plan should contain strategies which address each of the elements identified in the SWOT analysis (below). In traditional marketing plans, strategies would be grouped by the 4 P's of marketing: Product, Price, Place (Distribution) and Promotion. In the University context, there tends to be little flexibility in a number of those elements (eg. programs are predefined, prices for domestic students are fixed through HECS-HELP, and ANU has one campus), and hence often the focus of the plan will be on communications. SWOT Analysis When developing strategies, a SWOT (Strengths, Weaknesses, Opportunities and Threats) Analysis is a helpful tool. Strengths and weaknesses are often internal to the University, opportunities and threats will tend to be external. For example: Strengths:  Strong reputation of ANU ANU ‘On-campus' experience First year accommodation guarantee Weaknesses Shortage of on-campus accommodation Competition between Colleges for same students Lack of market knowledge and market research Image of ANU tied to poor image of Canberra Opportunities New sources of funding for PhD scholarships New, more approachable Government Threats Declining local cohort of prospective students Catastrophic event damages ANU reputation Fall in ANU ranking   Implementation Activities Implementation activities are the action plans for implementing the strategies. They need to be sufficiently detailed to allocate resources, budgets, and to monitor progress. They should contain timeframes and allocate responsibilities. For example: Create a webpage explaining the new offering by June 2009 (J. Smith) Review University policy regarding students remaining in Hall accommodation beyond 1st year (R. Williams by March 2009) Undertake focussed student recruitment campaign in regional Victoria in 2009 (F. Nerk) Identify and attend 3 relevant conferences to identify potential PhD candidates (S. Pale) Communications Plan A sample communications plan is included in the Templates and Resources section below.   Marketing, Strategy and Planning 2008-09-05T06:03:43+10:00 http://www.anu.edu.au/mac/content/support_advice/page/anu_rankings/ http://www.anu.edu.au/mac/content/support_advice/page/anu_rankings/#When:00:59:23Z {satopic_overview}Standard statement When promoting The Australian National University in marketing or publicity materials, you can use of the two following descriptions including the reference. 1) ANU is ranked number one in Australia, top in the southern hemisphere and 17th in the world by the London Times Higher Education Supplement (2009). The University is also ranked number one in the southern hemisphere by the Shanghai Jiao Tong University Institute of Higher Education (2009). 2) ANU is Australia's highest ranking university and among the world's best.* *Ranked 1st in Australia and 17th in the world by The Times Higher Education Supplement (2009). Ranked 1st in Australia and 59th in the world by the Shanghai Jiao Tong University, Academic Ranking of World Universities (2009). Figures The following figures can be used if cited appropriately. The 2009 edition of the Good Universities Guide gave ANU five stars in the following areas: student demand research grants research intensivity the educational experience: generic skills the educational experience: overall satisfaction the educational experience: teaching quality graduate starting salary proportion of research students cultural diversity - four stars. In The Times Higher Education Supplement, ANU ranked 17th in the world and first in Australia in 2009. In the Academic Ranking of World Universities by Shanghai Jiao Tong University, ANU ranked 59th in the world and first in Australia in 2009. In Newsweek International's list of the top 100 global universities, ANU was ranked 38th and 1st in Australia in 2008. In the Melbourne Institute Index of the International Standing of Australian Universities, ANU was ranked first in 2007 (after weighting by scope). The University's research record includes four Nobel Prize recipients, the Japan Prize, four Australia Prizes and the 2000 'Albert Einstein' World Award of Science Advertising, Branding and ANU Logo, Marketing, Strategy and Planning 2008-08-13T00:59:23+10:00 http://www.anu.edu.au/mac/content/support_advice/page/marketing_material/ http://www.anu.edu.au/mac/content/support_advice/page/marketing_material/#When:03:59:29Z {satopic_overview}General Guidelines Publications should follow visual identity standards unless otherwise approved. Default position of the logo is top right. Logos used on small and odd sized publications may deviate from this placement with the approval of the Publications Unit. The logo exclusion zone must be respected in all uses. For all areas, single ‘hero’ cover images should reflect the disciplines involved, be clear and unambiguous. Montages and multiple images should be avoided. College name should appear on front cover (for Faculty/School/Centre/Department publications it should appear at the bottom, left aligned with heading, 18pt Rotis Semi Sans Bold for A4/14pt Rotis Semi Sans Bold for DL/etc). Publications Services & Approvals Standard and basic brochures can usually be designed free of charge by the Creative Services Unit, Marketing Office. Areas will pay for printing only. To ensure we present a consistent image of ANU, any promotional materials — newsletters, posters, websites, brochures, flyers etc. — that bear the ANU logo must be approved by the Director Marketing Office prior to distribution, via publications@anu.edu.au. The Creative Services team is available to advise and support you. Your first point of contact for all publications is the Creative Services Manager on 6125 4170 or email: publications@anu.edu.au Tier Levels All ANU marketing materials fall in one of the following tiers. They must display the ANU logo and, where applicable, the College and Faculty/School/Centre/Department name. No more than three levels of organisational hierarchy should be displayed on the front cover (that is, University logo/College name/Faculty, School, Centre or Department name). Tier 1 - Corporate/University-Level All publications and publicity material in Tier 1 use the University corporate publications blue colour as the primary colour (PMS 654). This tier includes Centres not within the College structure, such as the National Centre for Indigenous Studies. ANU Halls and Residential Colleges should also use the University corporate publications blue as the base colour. Inside University publications, College colours can be used on College-related content Examples of Corporate/University-level marketing materials include: University-level corporate publications including Research Review, Connections, Pocket Profile, Annual Report, etc. University-level recruitment publications – eg undergraduate and postgraduate coursework/research guides University-level publicity information – eg Public Lecture flyers, invitations Upper-level advertising templates ANU home page and corporate pages of web site Campus life publications. Tier 2 - College level Colleges should use their College colour to identify their College marketing and publicity materials. They should also have ‘hero images’ which can be used to represent their College when required. Examples of College-level marketing materials include: College-level undergraduate and postgraduate student recruitment publications College profile brochures College newsletters College Annual Reports College journals College banners College advertising templates College poster shells College web page. Tier 2 Sublevel - Faculty, School, Centre or Department Colleges have the flexibility to produce publications at the Faculty, School, Centre or Department Level within a College. The predominant colour used in these publications should be the College colour. Neutral colours, shades and tints of the College colour can be used for emphasis/variety, but no other colours should be used. A School, Centre or Department can choose to use corporate publications blue for all of their marketing materials upon agreement with their College. Corporate publications blue must then be used for all materials produced by that School, Centre or Department. The College name should appear on front cover (bottom, left aligned with heading, 18pt Rotis Semi Sans Bold for A4/14pt Rotis Semi Sans Bold for DL/etc). Examples of Faculty, School, Centre or Department marketing materials include: Faculty, School, Centre or Department undergraduate or postgraduate program information and recruitment material Faculty, School, Centre or Department scholarship or summer internship information Faculty, School, Centre or Department seminar/lecture information Faculty, School, Centre or Department newsletters Faculty, School or Centre new program information Faculty, School or Centre poster shells Faculty, School or Centre invitations Faculty, School, Centre or Department websites. Tier 3 - Administrative areas All publications and publicity material in this tier use the University corporate publications blue colour as the primary colour (PMS 654). These materials are primarily for an internal audience, both staff and students. Publications might include brochures and flyers about divisional services for staff and students – eg Security, Human Resources, Marketing and Communications, etc. Advertising, Branding and ANU Logo, Marketing, Strategy and Planning, Print Publishing 2008-08-07T03:59:29+10:00 http://www.anu.edu.au/mac/content/support_advice/topic/marketing_strategy_and_planning/ http://www.anu.edu.au/mac/content/support_advice/topic/marketing_strategy_and_planning/#When:02:59:19Z {satopic_overview} Marketing, Strategy and Planning 2008-07-30T02:59:19+10:00