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WE’LL COVER…
1. A QUICK INTRO TO TOTUM
2. WHY STUDENTS WILL WANT IT
3. HOW IT’LL HELP SUs
4. HOW WE’LL HELP YOU SELL MORE CARDS
5. GETTING READY FOR LAUNCH
But first…a few points for
context
LAUNCH DAY ONE…is about protecting, repurposing, building and launching at Freshers’
FOLLOWED (fast) BY…Embracing TOTUM – the Platform – to drive change and innovation across the ecosystem…
LAUNCH IS (almost) BAU, BUT BETTER …NUS extra rebranded, supercharged... and btw, there is a great App (and platform)
We are super focused on giving you everything you need to sell cards and make you great Brand Ambassadors…Yes we know every day counts…
1.INTRO TO TOTUM
WHY WE EXIST…
EVENTS
COMMUNITY
I-DA NEW DIGITAL PLATFORM FORTHE WHOLE STUDENT ECO-SYSTEM
EVENTS
COMMUNITY
I-D
FOR STUDENTS
EVENTS
COMMUNITY
I-D
FOR STUDENTS' UNIONS
EVENTS
COMMUNITY
I-D
FOR SU OUTLETS & VENUES
EVENTS
COMMUNITY
I-D
FOR BRAND PARTNERS
EVENTS
COMMUNITY
I-D
FOR EVENT PARTNERS
EVENTS
COMMUNITY
I-D
FOR HE/FE INSTITUTIONS
1.COLLABORATE TO WIN2.FREEDOM TO IMAGINE3.HAVE THEIR BACK, ALWAYS4.DO IT WITH HEART5.MOVE FAST, LEARN FAST
OUR VALUES
OUR PERSONALITY: An ethical rebel
Rebellious: We break down barriers and disrupt the status quo to give students an edge & help them get ahead.
Ethical: But we’re a trusted service that always seeks to do things the right way – with purpose & conscious.
OUR TONE OF VOICE: Irreverent & encouraging
REBE
LLIO
US
ETHI
CA
L
IrreverentBringing an informal and light-hearted tone to challenge the status quo.
Confident, informal but punchy! Happy to be self depreciating Always rooted ‘in their world’ Straight up, no fluff
EncouragingBut we also inspire and support people to do more and be better.
Positive and optimistic tone Empathetic (i.e. showing that
we understand them) Human & from the heart Authentic
[Designed Go Further slide]2. WHY STUDENTS WILL WANT IT
UNRIVALED VALUE
ENHANCED EXPERIENCE
BETTER LIFESTYLE FIT
WHAT WE WANT STUDENTS TO KNOW ..wow its better and more exciting, great value,powered by NUS extra…..
[Designed Go Further slide]3. HOW IT’LL HELP SUs
A digital product integrating fantastic discounts, offers and loyalty with banking/payment services and a financial education toolkit
A brand marketing platform for global, national and local brands - including Students' Union outlets and concessions
Digital marcomms platform for Students' Unions and clubs & societies to engage with and communicate with their student community
A student membership development and engagement platform including a rich learner-voice toolkit and an events & e-ticketing platform
A powerful tool for capturing insight and data on students' needs and behaviours to assist in advocacy and policy development
. . . all underpinned by a gold standard '3D' student ID system which combines digital ID + physical 18+ ID + campus access control ID
Once you have the platform, you will find
so many ways to use it in your ecosystem
4. HOW WE’LL HELP YOU SELL MORE CARDS
SUPERCHARGED COMMS
BIGGER & BETTER MARKETING
SMARTER SUPPORT
SUPERCHARGED COMMS…1. SHARPER MESSAGING2. ASPIRATIONAL DESIGN3. LIFESTYLE DRIVEN4. POWERED BY NUS EXTRA5. SUPER-DESIRABLE CARD!
BIGGER & BETTER MARKETING
1. MORE CASH!2. MORE CHANNELS3. BETTER CONTENT4. BETTER CONSUMER KNOWLEDGE5. DEEPER PARTNER ENGAGEMENT
SMARTER SUPPORT
ENABLING A MULTICHANNEL, MULTIFACITED APPROACH FOR SUs
BUT WE WANT TO GO EVEN FURTHER!
5. GETTING READY FOR LAUNCH
WHAT ARE WE DOING NOW
1. CORE AND CAMPAIGN CREATIVES / MARKETING
2. BRAND PARTNER STRATEGY AND ONBOARDING
3. DIGITAL CHANNEL CUTOVER 4. SUs ONBOARDING FOR LAUNCH
Nov Dec Jan Feb MarJun Jul Aug Sep Oct
NUS ExtraRun-off
Apprentice Extra
TOTUM Wave 1
TOTUM Wave 2
TOTUM Activation
PRODUCT CUT-OVER SCHEDULE
OUR BIG MARKETING GOALS
1. DRIVE CARD SALES2. DRIVE DOWNLOADS3. REACTIVATE EXISTING USERS4. FULL BRAND ACTIVATION
CORE AND CAMPAIGN ……messaging and creative, taking it from zero to 10 one or two quick steps at a time…
LAUNCH CAMPAIGN
TOTUM HELPS MAKE YOUR MONEY GO FURTHER SO YOU CAN DO MORE, GET MORE & LIVE LIFE TO THE FULL. SO YOU CAN…
SOCIAL MEDIA STRATEGY:‘WE’VE GOT YOUR BACK’Providing extra value to students lives by giving them inside knowledge, life hacks and support to help them get ahead and #GoFurther.
Not just about ‘flogging cards’ and Memes.
CHANNELS:
CONTENT STRATEGY:‘WE’VE GOT YOUR BACK’
We’ll create longer form content (blogs & video) that help students get ahead and Go Further – i.e. fun content that helps improve their lives.
But we’ll also enable and incentive them to generate their own content.
BRAND PARTNER STRATEGY AND ONBOARDING……they’re with us –we’re getting them ready to go at a national level. We will give you comms kits to support your local brands.
In parallel we are actively engaging new brands and reviewing the category strategy..
CUTOVER …
…the switch from NUS extra to TOTUM...
Students will see it out in the wild from A level results day...
TIMELINE – THE TOTUM STORY BEGINS...
JUN JUL AUG SEP OCT NOV DEC
TOTUM GO LIVE
CARD SALES ONLY
CARD + APP SALES
CUT OVER – 13/14 AUG NUS extra
APP GO LIVE 12TH
SU ONBOARDING …
Getting you ready ...
WHAT’S HAPPENING
1. WEEKLY UPDATES – Get in touch2. DIGITAL AND PHYSICAL ASSETS3. HOW TOs AND TRAINING 4. FRESHERS SUPPORT
Nov Dec Jan Feb MarJun Jul Aug Sep Oct
How to’sTraining
Champions COMMS
SU ONBOARDING
Assets / Messaging
Mechanics
Freshers’ Support onsite and remote
Support
TOTUM CHAMPIONS
1. SIGN UP – Weekly updates2. ASSETS – and information3. ASK QUESTIONS – book a call4. CHAMPIONS KITS
ASSETS
1. ONGOING DIGITAL ASSETS2. PHYSICAL ASSETS – by the end of
AUG3. HOW TOs – Fit for purpose4. FRESHERS KITS
HOW TOs AND TRAINING
1. UPDATES TO CONNECT and WIKI2. FIT FOR PURPOSE TRAINING3. HOW TOs4. ONGOING SUPPORT
FRESHERS
1. OVER AND ABOVE BAU – Tailored to you
2. ONSITE AND REMOTE – It’s a conversation
[Designed Go Further slide]
