Successful Branding in Higher Education

23-Apr-09

... to the latest Discovering Futures conference on Successful Branding in Higher Education: how to build a brand that creates sustainable competitive advantage.

The agenda features speakers, from the both the commercial and HE sectors, who are leaders in their field - they will help you to advance your knowledge of branding by engaging with specific challenges, findings and experiences. Whatever your role within your institution, the delivery of the brand's promise is the responsibility of all. This conference will offer invaluable new insights into this under-exploited but essential marketing activity.

Why brand?

As competition intensifies in the higher education sector, branding has become an essential component of universities' marketing strategies. A successful brand is an invaluable asset in the recruitment and retention of students - and forward-looking institutions recognise its vast potential in creating a competitive advantage in a crowded market place. Put simply, it could mean the difference between survival and failure.

Most of us know that this task involves far more than simply redesigning visual identities: effective branding cannot rely on image alone. A successful and sustainable brand is built by ensuring that your university has a unique and distinctive image - one that arouses a positive emotional attachment while meeting the needs of its key stakeholders. A successful brand can only be created if the product or services are good - a mismatch between image and reality will mean your brand will ultimately fail.

Ideally, the entire university community has to be involved in creating the brand, not just its marketing and communications professionals. And even if you're happy with your brand, how can you monitor and adapt it to ensure it continues to have a positive impact on student recruitment?

Now is the time to grasp the opportunity to gain a sustainable competitive advantage for your university. There is comparatively little brand differentiation in the UK's higher education sector and it is widely recognised amongst branding experts that there is huge potential for real brand building in universities.

Join us

Join the country's foremost experts on branding - from innovative creative agencies to higher education specialists - to gain invaluable new insights into this under-exploited but essential marketing activity.

Our keynote speaker will be Adrian Burton, creative director at Lambie-Nairn, a leading branding agency whose clients include the BBC, Channel 4, Sainsbury's and O2. Also on the day's agenda are speakers from Facebook, Google UK and the British Council, complemented by contributions from HE representatives with wide-ranging experience in branding.

Key issues

Our speakers will spark debates on the most important challenges facing marketers and communicators charged with branding their university. Their presentations will aim to give you new ideas and a fresh perspective to help you re-invigorate your organisation's branding strategies.

Sessions cover:

  • the principles of successful branding
  • using online media
  • employer branding
  • HE branding in China and India
  • the presentation of specially commissioned research into students' perceptions of HE brands
  • managing sub-brands
  • attracting overseas students
9.00 Registration / refreshments
9.40 Welcome from the chairman Andrew Platt-HigginsManaging DirectorBarkers
9.45 Keynote speaker Adrian BurtonCreative DirectorLambie-Nairn
What is “Brand”? - principles of successful branding
10.30   Chris ChapleoSenior Lecturer in MarketingUniversity of Portsmouth

and

Robert Mighall

Senior Brand Consultant

Radley Yeldar

What exactly IS the purpose of branding the university?
11.15 Break and networking
11.30   Josh SmithHead of Inside SalesFaceBook
Facebook for Universities
12.00   Luke MckendIndustry Head, Local/CareersGoogle UK
The power of online branding
12.30   Ian Morgan and Phill LaneBarkers Education
Presentation of specially commissioned research undertaken by TheStudentRoom.com into students’ perceptions of brand
1.00 Lunch and networking opportunity
1.45   Chris DryHead of CommunicationsUCAS
Branding the applicant journey
2.15   Philip DoddDirectorMade in China UK  (madeinchinauk.com)
Passage to the UK: a view from China and India
2.45 Special interest sessions 1
• 1   Martyn SpenceHead of Marketing, Recruitment and Communication ServiceUniversity of Cumbria
Turning a dream into reality - branding a new university
• 2   Richard Clark and Jeff MarshallBarkers Education
Ambassadors or Assassins - the role of staff in managing brand and reputation
3.20 Break and networking opportunity
3.35 Special interest sessions 2
• 1   Maria LlinaresEducation UK Brand and Communications ManagerBritish Council
Education UK - the development and implementation of an international education brand
• 2   Ashar EhsanDirector of Marketing and CommunicationsUniversity of Wolverhampton
Is it really about sub-brands in higher education or about managing logo hounds!
4.10 Special interest sessions 3
• 1   Tom AbbottWeb Communications ManagerUniversity of Warwick
Using on and off-line media to raise your brand awareness
• 2   Richard Berry Head of CreativeLeeds Metropolitan University
How branding can differentiate, add value and be appropriately accounted for on the balance sheet as an intangible asset
4.45   The special interest sessions speakers panel
A review of the sessions and an opportunity for Q and As.
5.15 Closing plenary Professor Laurie TaylorBroadcaster and Times Higher Education Columnist
Branding Poppleton
5.45 Depart

Please note, the agenda may be subject to last minute revisions

The Conference Venue:

London School of Economics

Bankside House

24 Sumner Street

London SE1 9JA

Bankside House is in a prime central location and easily accessible. It is located on the south bank of the River Thames, just behind Tate Modern and just a few minutes from Shakespeare’s Globe Theatre.

You can see Bankside’s location on this Google map

Getting there

The nearest tube stations are Blackfriars, London Bridge and Southwark and the nearest rail connections are at Blackfriars, London Bridge and Waterloo, all of which are approximately a ten minute walk away.

You can plan your journey using Transport for London's TfL website

Accommodation

Overnight accommodation is not included in the conference fee. Rooms are available at Bankside House, the conference venue, subject to availability. Should you wish to enquire about accommodation at Bankside, or any other LSE hall, please see: lsevacations.co.uk

There is a wide choice of accommodation available in central London, ranging from the cheap-and-cheerful to luxury five star! Download a list here. You could also Google with your specific requirements but don't forget that the most local hotels will be in the SE1 postcode area.

Your luggage

There is plenty of room at the conference venue to store your overnight bags, should you have luggage with you. Just check it in with us when you register.

Your luggage

There is a staffed cloakroom at the conference venue where you can leave your coats, and any overnight bags, should you have luggage with you. Just check it in with us when you register.

Wifi

Although we hope you won't be distracted by the demands of the office, it's still great to know that there is the convenience of a wifi facility at the conference venue - so you'll be able to keep track of your emails!

Adrian Burton (Keynote Speaker)

Creative Director

Lambie-Nairn

Adrian’s role is to put his creative stamp on all the work done for all of Lambie-Nairn’s clients: from initial creative concepts, development, implementation to launch and beyond, adopting an on-going role to ensure the work our clients and their many agencies produce remains consistent, coherent and relevant. He has over 20 years of experience in design, having worked at Sedley Place (UK and Berlin) where his clients included Volkswagen Group (VW, Audi, Seat and Skoda), Smart, and Arjo Wiggins, UDV, Seagram, and The Royal Mail. A graduate from Leicester with a degree in design, Adrian never does things by halves and has demanding twin boys. Getting more demanding by the day! Since moving to Lambie-Nairn in 1997 he has been at the helm of many high profile branding projects including the BBC (Masterbrand, TV, radio and events), ADTV, EA Games, FIFA, NMEC, Sainsbury’s, BT, Direct Gov, Expedia, Sunrise and O2.

Andrew PlattHiggins (Conference Chair)

Managing Director

Barkers

Andrew (also known as APH) has worked in the communications sector for more than 20 years, most of that time with Barkers. He studied English at university and spent six months as a trainee stockbroker, before joining the launch marketing team at London City Airport. In 1988, fearing that Docklands was an idea that would never work, he left for Farringdon Street and Barkers, just before the banks and newspapers decided to move in the opposite direction. Over the next five or six years, he took on stints in copywriting, agency marketing and communications, research and studio management before leaving for a role at Aspen Business Communications in the mid-1990s. There, he worked alongside account planners for the first time and – having argued with them constantly – he re-joined Barkers two years later to build our own planning function. For nearly ten years, APH headed a growing team of market research, insight and employer branding specialists, delivering solutions for clients across the industry spectrum, as well as writing and speaking on branding, recruitment and communications strategy, both within the UK and further afield. Andrew was appointed managing director of Barkers London in August 2008, nearly 20 years after first crossing the threshold – a powerful testimony to the Barkers employer brand.

Tom Abbott

Web Communications Manager

University of Warwick

Tom Abbott is the Warwick iCast project manager. Tom joined the University of Warwick in 2002 as online communications officer. In November 2005 Tom launched the Warwick podcasts programme which has developed into an extensive resource of audio content by university academics. He has also been involved in Research-TV, a project managed by the University of Warwick providing a video news release service for universities and other research organisations in the UK. Tom has overseen the development of Warwick iCast and will be working with academics to identify stories for the service, as well as managing the promotion and distribution of content.

Richard Berry

Head of Creative Design

Leeds Metropolitan University

Richard studied art and design at Dartington College of Arts in the mid-80s. As a graduate he worked for Pindars, the printers, at the dawn of the DTP revolution as a project executive. And as a result he trained many of Pindar’s clients design teams, including: Penguin books, Hachette Magazines and IPC Magazines. He then went to work for a top ten law firm, Nabarro Nathanson, as production manager, where he launched a new corporate identity, developed their website, and produced a CD-Rom 'brochure' and billboard campaigns that were firsts in professional services marketing. In 1997 Richard joined Leeds Metropolitan University as production manager, later he was promoted to head of creative design and again launched a new corporate identity. He has been responsible for brand development for the University for the past six years. Richard has an MA in Graphic Arts & Design, is a fellow of the Higher Education Academy and has the Professional Postgraduate Diploma in Marketing.

Chris Chapleo

Head of department and brand consultant

Bournemouth University

Dr. Chris Chapleo is owner of Brand Education consultancy and currently head of the department of marketing at Bournemouth University, where his expertise is in marketing and branding in the non-profit sector, particularly education and charities. He has published, consulted and spoken widely on aspects of branding, and has over 15 papers in peer reviewed journals.

Prior to academia he was a partner in a marketing agency and has held senior marketing roles in the publishing and leisure sectors and higher education, where his interest in the topic first began. He regularly runs workshops on branding, combining an understanding of key theories with impact focused strategies to maximise your brand. Recent projects have involved working with universities, shampoo brands and B2B engineering companies to define and communicate their brands.

Richard Clark

Account Planner

Barkers Education

Formerly an award-winning copywriter, Richard joined Barkers in 2004 to focus on branding and audience insight. As a specialist in employer branding, Richard works closely with HR, marketing and leadership teams to diagnose organisations' employer reputation objectives and challenges. Through research, he and the wider Barkers team then develop appropriate propositions, channels and architecture to activate new employer brand strategies. Clients have included: The Coca-Cola Company (Europe), Microsoft, Crown Prosecution Service, Maritime & Coastguard Agency and Halfords.

Philip Dodd

Director

Made in China UK

Philip Dodd is an internationally recognised expert in the field of culture and creative industries, he is regularly invited to speak and advise on the creative industries, from Chaoyang District Government, Beijing, to Sapporo City Government, Japan, to the UK and appears frequently in the international media from the Financial Times to BBC World Service. He has helped the UK government develop its cultural and creative industries strategy and is credited with helping to develop the government’s ‘Cool Britannia’ strategy. In 2000, while director of London’s Institute of Contemporary Arts, he founded the globally recognised Cultural Entrepreneurs Club: a support agency for over 500 of London’s creative industries. He has taught widely in the university sector, holding visiting professorships at King's College London and the University of the Arts; helped to found the London Consortium PhD programme and has been centrally involved in developing postgraduate education around the creative economy. He was recently named “one of the top 50 UK design gurus” by Design Week magazine and one of the “top five creative entrepreneurs” by Elle Deco. Philip Dodd has travelled and worked very regularly in China since 1998, when he was invited to accompany Prime Minister Tony Blair on his first visit to China. Since then he has established many networks in China and is a recognised authority on China by the UK’s creative and cultural industry community. He is the European consultant to the Li Ka Shing Foundation. He is an award-winning broadcaster and editor, and currently represents a weekly programme for the BBC. In 2004, he was described by The Guardian as “one of two of the cleverest analysts of the political-cultural changes of his generation”.

Chris Dry

Head of Communications

UCAS

Chris Dry has worked in education communications for nearly 20 years. Initially working in publishing, he later transferred to a communications role in institutions working for nine years at City University in London. For the past three years, he has worked at UCAS as head of communications, within the policy and communications department. He leads a team of 19 staff, with expertise including marketing, media relations, PR, website development, publications and design.

Ashar Ehsan

Director of Marketing and Communications

University of Wolverhampton

Ashar Ehsan has a marketing career spanning 15 years. Predominately in FE/HE sector (NESCOT, Cass Business School, and the University of Bradford), he spent four years (2000-04) in the private sector at Oxford Instruments plc, and online marketing consultant at Fujitsu Siemens (Munich). He has direct experience of marketing and communications management (brand identity, marketing campaigns, market research, internal communications, market research, stakeholder and PR management etc). He has a Masters in marketing and his thesis was on ‘Integrated marketing communications – a concept and framework in higher education institutions’. He is starting his PhD in September 2009, which will focus on: ‘Brand management vs organisational strategy in further and higher education – the development of a working concept and framework for marketers in education.’

Phillip Lane

Head of Planning

Barkers Education

In his nine years at Barkers, Phill has researched and planned recruitment strategies for clients ranging from investment banks to children’s charities. As a planner and MRS-qualified researcher, he is experienced in desk research, focus group design and moderation.
Most recently much of Phill’s expertise has been focused on the graduate marketplace. Successful projects and campaigns have included an annual programme of Europe-wide market research for BP, the implementation of Accenture's award winning ‘It Makes You Think’ campaign and on-campus ‘Ecycling’ CSR initiative, together with the development and design of brand new graduate schemes for Barratt Homes, the Crown Prosecution Service and Cancer Research UK. A regular keynote speaker on the graduate circuit, Phill is responsible for industry-standard research in the National Graduate Media Audit and End of Term Report. Current work includes the development of pod scrolls and consulting on a range of new media channels.

Maria Llinares

Education UK Brand and Communications Manager

British Council

Maria Llinares joined the British Council four years ago as education UK brand and communications manager, where she is responsible for the management of the Education UK brand, working with around 80 countries worldwide. Prior to joining the British Council, Maria marketed long haul holidays as worldwide brand manager for Cresta Holidays. A graduate from Manchester Metropolitan University, she started her career in newspaper marketing, working for the North Wales Newspapers group.

Jeff Marshall

Head of Education Research

Barkers

Jeff is ideally suited to head the education research team, having had considerable directly relevant experience in the sector, as well as of managing research projects for about 60 colleges and universities. Previously an assistant principal at a large London college, Jeff taught in further and higher education for some time. He has first and master’s degrees from the University of London; is a member of both the Market Research Society and the Academy of Marketing; and is the author of various reports and papers on education and training issues. Jeff’s particular interest – and the focus of much of his work at Barkers – is how institutions distinguish themselves in a very full and complicated market place. Recent work has included market research on branding and curriculum development at the proposed University of the Highlands and Islands, a positioning exercise for Birmingham City University and the merger that produced Kirklees College, plus its subsequent branding and launch.

Luke Mckend

Industry Head - Local/Careers

Google UK

Luke Mckend is industry head classifieds markets at Google UK. In this capacity he works with some of Google's largest clients, helping them develop their online marketing strategies. He has specific responsibility for managing clients in recruitment, social networking/dating, restaurants and has recently been working with a selection of Google's education clients. Luke has worked in the online industry since arriving from South Africa in 1998, gaining experience across a wide variety of areas. He first worked for TMP Worldwide, initially in their candidate management unit, and eventually consulting with larger clients assessing their readiness to adopt enterprise e-recruitment systems. He joined e-recruitment innovators i-Grasp in 2003 as commercial director, and more recently worked for Stepstone after i-Grasp was acquired in 2005.

Robert Mighall

Senior Brand Consultant

Radley Yeldar

Robert is a senior brand consultant at Radley Yeldar, specialising in higher education branding. He has been involved in most of the major re-branding projects in the sector over the last five years, including The University of Manchester (when it merged with UMIST), TVU (when it merged with Reading College), and the formation of the University of Bedfordshire. Robert is a former academic, having been a fellow in English at Merton College, Oxford, and the former editor of the Penguin Classics series. He comments regularly on branding issues in the trade press.

Ian Morgan

Director

Academium

A graduate of University of Leeds, Ian began his career in the banking sector, working with NatWest and First Direct where he helped launch one of the UK's first internet banking services. He joined the agency world as a digital strategist at TMP in 1998, moving on to become Head of Education Marketing at Barkers, overseeing the growth of what was then the largest specialist education recruitment communications practice in the UK. He left to found Academium, a specialist HE marketing and communications agency, in July 2011. Ian has broad HE sector marketing experience and has worked with over 25 institutions on domestic and international marketing projects. He has a strong track-record of supporting clients manage change in their approaches to digital marketing, engagement and metrics, and is known for speaking at HE sector events on digital innovation, having been one of the first to use Facebook, Bebo, TheStudentRoom and Google for student recruitment. Academium specialises in UK & international digital and search marketing, in campaign analytics, and in sourcing and implementing new technologies to support HE marketing and conversions.

Josh Smith

Head of Inside Sales

Facebook UK

Josh has a strong recruitment background, working for 10 years at The Guardian Newspaper on the recruitment team – finishing as national online manager with responsibility for guardianjobs.co.uk. During this time the site became one of the biggest jobsites in the UK, with a large number of direct clients, recruitment agencies and consultancies using it as well as regularly hitting over a million monthly users. He joined Facebook in June 2008 to set up the UK’s inside sales team. This team looks after both recruitment and display agencies in the UK. One of his first jobs was to look at how Facebook could be used as an effective recruitment platform - working with a number of advertisers to get actual insights into what works best. Using these insights, the team has now brought on many new recruitment agencies, consultancies and clients. Josh will talk today, using Facebook as the example, about how social networking sites can be used to target exactly the audience you need with recruitment messages directly relevant to your audience and the results this can generate.

Martyn Spence

Head of Marketing, Recruitment and Communication Service

University of Cumbria

Martyn Spence is head of marketing, recruitment and communication at the new University of Cumbria. He led the development of the marketing and communication strategy for the university and the successful development and launch of the Cumbria brand into HE and FE markets. A member of the university management team, Martyn is responsible for developing and delivering university strategy for marketing, communication and student recruitment. He leads a service with 53 staff working from campuses across Cumbria and in Lancaster and has overall responsibility for brand and reputation management, market research, advertising, student supplier relations, student enquiries and admissions, web/on-line development and alumni relations. Martyn has worked in educational marketing and recruitment for the last 12 years in both further and higher education, building successful and award winning teams at all three of his last institutions. Previous achievements have included many individual and team awards and nominations from organisations including THES, Heist, the Marketing Network and CiB North. A chartered marketer, Martyn has an MA (marketing) from the University of Lincoln and holds several other marketing and management qualifications. He is an active member of a number of professional management, HE and marketing bodies and sits on the organising committee of the CIM HE members interest group.

Professor Laurie Taylor

Broadcaster and Times Higher Education Columnist

University of Cumbria

Laurie Taylor is visiting professor in the department of politics and sociology at Birkbeck College, University of London. He was recently made a Fellow of Birkbeck College and also holds visiting professorships at the University of the Arts and University of Westminster. He has been awarded honorary doctorates by the universities of Central England, Leicester, and Nottingham. His contributions to social science were recognised in 2003 by his election to the Academy of Learned Societies for the Social Sciences. His contribution to business development was recognised last year by his appointment as an ambassador for Investors in People. Before entering academic life, he had eight years industrial and sales experience, worked as a librarian in Liverpool, taught in a London comprehensive school, and was a professional actor with Joan Littlewood's famous Theatre Workshop Company at Stratford East. He is the author of 14 books on motivation, change, communication, and personal identity, and is a regular contributor to the New Statesman, The Independent, and The Times. His weekly satirical column on university life has been appearing in THE (Times Higher Education) for the last 20 years. His most recent book (written with his son, Matthew) was called What Are Children For? For the past 25 years he has been heard on BBC Radio 4 in such programmes as Stop the Week, The Radio Programme, News Quiz, Speaking as an Expert, Afternoon Shift, and Room for Improvement. He can currently be heard every Wednesday afternoon on R4 presenting Thinking Allowed, a programme devoted to society and social change. He has made several major television documentaries on such topics as crime, drinking behaviour, and the purpose of education. His last major film (broadcast in December 2003) was a Channel 4 documentary on the meaning of celebrity. He is currently working on a documentary for C4 concerned with the inadequacies of palliative care in the UK. In the last 12 years he has addressed over 500 major national and international companies on such topics as change, motivation, teamwork, new technology, risk, and communication. He is now engaged in a speaking tour of British universities called 'Articulated Laurie'.

 

The event promises to provide an exciting mix of sessions as speakers discuss the many aspects of successful branding. They will offer views on how a brand’s robustness might perform in an ever-changing marketplace.

You will have the opportunity to discuss how you can plan your longer-term branding campaign as these changes and the pressures of competition affect your institution's ability to recruit and maintain key performance targets.

By attending you will:

  • understand the nature of brands in higher education and whether there are any special aspects specific to branding in a higher education context
  • hear from experts in their field about brand-building and the importance of managing the brand long after the signage has been erected
  • discover how a number of your peers maintain the main brand whilst also establishing complementary sub-brands
  • be one of the first to see the findings of specially commissioned research exploring how students’ perceptions of brands and their impact on student recruitment
  • understand the brand journey and how your role as a marketing / communications professional does not stop once a student applies
  • discover the international relevance of the UK brand and how this can benefit the individual institution
  • benefit from the latest thinking and network with colleagues
  • and in the final plenary, hear from the University of Poppleton’s representative about the brand values and management challenges associated with the marketing of the University of Poppleton

Addressing your professional needs

Whatever your role or position in your faculty/school, department or centre, you will discover how you can create a branding strategy that will help to create competitive advantage for your university.

  • Sessions are designed to give you a wide cross-section of models for successful brand-building both within higher education and the business world, including Google and Facebook.
  • Our speakers are all leaders in their fields who will help you to advance your knowledge of branding by engaging with the specific challenges within higher education.
  • Find out what we can learn from our colleagues in the US and how their branding and evaluation differ from ours.
  • By attending the series of special interest sessions in the afternoon you will hear your peers talk about specific projects and strategies and how they were formulated, executed and evaluated.
  • This is your opportunity for professional development in one of marketing's fastest-evolving and most complex fields.

 

The event promises to provide an exciting mix of sessions as speakers discuss the many aspects of successful branding. They will offer views on how a brand’s robustness might perform in an ever-changing marketplace.

You will have the opportunity to discuss how you can plan your longer-term branding campaign as these changes and the pressures of competition affect your institution's ability to recruit and maintain key performance targets.

By attending you will:

  • understand the nature of brands in higher education and whether there are any special aspects specific to branding in a higher education context
  • hear from experts in their field about brand-building and the importance of managing the brand long after the signage has been erected
  • discover how a number of your peers maintain the main brand whilst also establishing complementary sub-brands
  • be one of the first to see the findings of specially commissioned research exploring how students’ perceptions of brands and their impact on student recruitment
  • understand the brand journey and how your role as a marketing / communications professional does not stop once a student applies
  • discover the international relevance of the UK brand and how this can benefit the individual institution
  • benefit from the latest thinking and network with colleagues
  • and in the final plenary, hear from the University of Poppleton’s representative about the brand values and management challenges associated with the marketing of the University of Poppleton

Addressing your professional needs

Whatever your role or position in your faculty/school, department or centre, you will discover how you can create a branding strategy that will help to create competitive advantage for your university.

  • Sessions are designed to give you a wide cross-section of models for successful brand-building both within higher education and the business world, including Google and Facebook.
  • Our speakers are all leaders in their fields who will help you to advance your knowledge of branding by engaging with the specific challenges within higher education.
  • Find out what we can learn from our colleagues in the US and how their branding and evaluation differ from ours.
  • By attending the series of special interest sessions in the afternoon you will hear your peers talk about specific projects and strategies and how they were formulated, executed and evaluated.
  • This is your opportunity for professional development in one of marketing's fastest-evolving and most complex fields.
Fees are not available for archived conferences

Password for conference papers: