Post on 21-Oct-2014
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Digital Finance Forum 2011
THRIVEThe 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
It’s 2011 and the question is:How do you market to this?
The landscape, audience, proposition – everything had changed.
Cardiff University had to change
its strategy and fast, or risk the greatest losses.
Strategy without tactics isthe slowest route to victory.
Tactics without strategy isthe noise before defeat.
Sun Tzu, Art of War
The Mission
The Climate
The Ground
The Leadership
The Method
The Mission
The Climate
The Ground
The Leadership
The Method
The Mission:
Who is your target and what is your objective?
The Mission
The Climate
The Ground
The Leadership
The Method
The Climate:
What’s the competitivelandscape? What’s thebehaviour of the target users?
The Mission
The Climate
The Ground
The Leadership
The Method
The Ground:
Is the territory familiar?Is it familiar to the competition?
The Mission
The Climate
The Ground
The Leadership
The Method
The Leadership:
How will it be managed?Who will plan and carry out actions?
The Mission
The Climate
The Ground
The Leadership
The Method
The Method:
What tactics will beused and why? How will you handlethe response?
The Method:Which tactics will be used?How will they be plannedand implemented?
The Method:Which tactics will be used?How will they be plannedand implemented?
The Method:Which tactics will be used?How will they be plannedand implemented?
The Method:Which tactics will be used?How will they be plannedand implemented?
It’s 2012 and the question is:Did it work?
UK-wide press coverage and celebrity endorsement.
Over 1200 subscribers actively engaged on Facebook.
UK application decline: 7 per cent Cardiff University: 4 per cent (despite predictions we’d be hit harder than any other institute)
THRIVE is now the permanent UG recruitment brand (and the Schools are all on-board!)
The Method:Which tactics will be used?How will they be plannedand implemented?
The Method:Which tactics will be used?How will they be plannedand implemented?
Thank you for listening Find us at Exhibition Hall Stand 22