SheffieldMadeUs.Using social media to engage students in the university brand

Dave StanleyMarketing Manager

Twitter: #iwmw10#a6

A case study• Sharing our experience

• What is a brand?

• Aims of the project

• The project timeline

• Costs & evaluation

• Watching some films

• Plenty of time for questions & discussion

What are brands?

“The best brands create a special relationship with customers, based on intangible qualities that evoke strong emotional responses.

“These might consist of a logo, a general look and feel, a tone of voice and the way a company interacts with its customers – but the whole should be much greater than the sum of the parts.”

Chartered Institute of Marketing

Lovemarks

• Saatchi and Saatchi

• Emotion

• Loyalty Beyond Reason

Why will this help you?

• Liberating

• Empowering

• A ‘filter’ for making the ‘right’ decisions without constant supervision

ToDiscoverAndUnderstand.

RerumCognoscereCausas.

Project timeline

• 17 April Start-up meeting

• 22 April Decide on name

Made In Sheffield.

Sheffield Made Us.

Project timeline

• 17 April Start-up meeting

• 22 April Decide on name

• 6 May Creative brief for designers

• 8 May Project and comms plan

• 11 – 21 May Initial film

• 19 May Draft promotional text

10/04/23

© The University of Sheffield

Timeline part 2

• 20 – 27 May Competition processes

• 28 May Edit & upload initial film

• 1 June Launch competition

• 1 June – 18 Oct Ongoing comms

• 19 Oct Close competition

• 19 – 20 Oct Review entries

Timeline part 3

• 27 October Judging panel

• 17 November Inform winner

• 27 November Announce winner

• January 2010 Review and evaluation

Costs

Budget £10,000

Projected

Prize £3000

Design £2500

Promotion £4500

Actual

£3000

£2300

£1045

£6345

Promotional costs

£120 Payment to student ambassadors

£280 Press adverts

£285 Poster printing

£200 Poster sites

£160 Facebook adverts

£1045

Evaluation

• 31 entries by closing date

• Total views 60,000

• Costs £6345

• Duration of each film approx. 2 minutes

• Cost of each view 6345/60000 = 10.5p

SheffieldMadeUs.

youtube.com/sheffieldmadeuswww.sheffield.ac.uk/sheffieldmadeus

d.stanley@sheffield.ac.uk

Topics• Can anyone share their experience of a social media

campaign? Did your brand play a role?

• How necessary are financial incentives? Can results be achieved without these?

• Can you really manage a brand in a social media environment? Is a new approach needed to brand management?

• How do you encourage users to supply the content in the first place? How can you ensure that the content fits your brand?

The fundamental big idea(What we stand for)

To Discover and Understand

The fundamental big idea(What we stand for)

To Discover and Understand

Offer(What are we actually offering the

World – how will we deliver impact?)

The Sheffield Graduate +

The Sheffield Academic?

Offer(What are we actually offering the

World – how will we deliver impact?)

The Sheffield Graduate +

The Sheffield Academic?

Position(The place we occupy in the HE

sector compared to other universities)

To be a global University firmly positioned amongst the World’s

leading universities.Top 5 in the UK.

Position(The place we occupy in the HE

sector compared to other universities)

To be a global University firmly positioned amongst the World’s

leading universities.Top 5 in the UK.

Shared Values(What motivates us to work at Sheffield rather

than somewhere else.)

?

Shared Values(What motivates us to work at Sheffield rather

than somewhere else.)

?

Personality(How we look, act and talk)

?

Personality(How we look, act and talk)

?

Not explored in Our Shared Vision.

Action: Needs addressing in a conversation about motivations and values with staff.

Not explored in Our Shared Vision.

Action: Needs addressing in a conversation about motivations and values with staff.

Not explored in Our Shared Vision.

Action: Needs addressing in a conversation about motivations and values with staff.

Not explored in Our Shared Vision.

Action: Needs addressing in a conversation about motivations and values with staff.

Not explored in Our Shared Vision.Need to find a commonality to our offer.Education? Research? Employability? The Sheffield Graduate ?

Not explored in Our Shared Vision.Need to find a commonality to our offer.Education? Research? Employability? The Sheffield Graduate ?

Not a unique idea. A great idea which could encompass the totality of the student experience. Needs to be developed collaboratively into something unique.

Not a unique idea. A great idea which could encompass the totality of the student experience. Needs to be developed collaboratively into something unique.

Vision/Impact(The difference we want to make)

Improve the world by seeking to understand it.

Vision/Impact(The difference we want to make)

Improve the world by seeking to understand it.

So what? How will this improve the World?Be explicit.

Action: Needs addressing in a conversation impact on society with staff.

So what? How will this improve the World?Be explicit.

Action: Needs addressing in a conversation impact on society with staff.

Action: How do Global organisations act. Review systems and procedures in line with this?

Action: How do Global organisations act. Review systems and procedures in line with this?