General Marketing Update

From Newcastle. For the world.

General Marketing Update27.07.20


1. Zoe Charlton – People Services Adviser

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General Marketing Update

2. New Starters

3. Returning to campus


Wellbeing SupportZoe Charlton


Wellbeing

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COVID-19 Support toolkit a collection of both personal and work related resources

The COVID-19 Wellbeing Programme which includes a schedule of activities and resources.

Quiet Fridays

Wellbeing Ambassadors

ChaplaincyManaging Stress

https://newcastle.sharepoint.com/hub/orghas/Pages/Covid-19-Support.aspx

https://newcastle.sharepoint.com/hub/orghas/Pages/COVID-19-Wellbeing-Programme.aspx


Resources collated which may help colleagues in this time of change and uncertainty

Support for line managers and colleagues.

Includes:• Covid-19 Wellbeing-Survey• Manager’s toolkit for supporting their teams wellbeing • Self care • Counselling and mental health support for colleagues• Homeworking and Desk Set-up• Sources of support • Financial Wellbeing

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Covid-19 Support Toolkit


Our Employee Assistance Programme is available if you wish to speak to someone about yourmental health and can offer face-to-face, telephone or online counselling as appropriate. All callsare answered by a trained counsellor.

You can also contact the Employee Assistance Programme for health and lifestyle, homelife,financial or legal advice, medical information or for many other reasons.

Lots more information about the EAP and support available can be found on ourEmployee Assistance Programme web pages.

Free 24 Hour confidential helpline: 0800 030 5182Or for international calls: +44 0161 836 9498 (this will incur a charge)Username: NewcastlePassword: University

You can also contact the EAP via the web portal (password as above) or app (install the HealthAssured app on your mobile

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Employee Assistance Programme – Health Assured

https://newcastle.sharepoint.com/hub/orghas/Pages/Employee-Assistance-Programme.aspx

From Newcastle. For the world.Your healthy advantage

Issues Health Assured Supports

Home LifeLegal Information

Work LifeHealth and

Lifestyle Psychical health Mental health

Addiction Rehabilitation

Sickness Absence Terminal illness

Critical and Traumatic incidents

Eldercare

Redundancy Return to work

Managing change Redeployment

Stress Retirement

Harassment Bullying

Separation and divorce Caring for a dependant

Probate and wills Legal queries

Debt and financial Buying a new home

Identity and LGBT Domestic abuse

Discrimination Relationships and Marital

Bereavement and Loss Buying a new home


The For Families team has led in the development of a service where our staff (both in-coming & current) can tap into the services of a qualified Childcare & Carer Coordinator, Susan Matheson from South Tyneside NHS Foundation Trust.

Support can take the form of a face-to-face meeting, a telephone call or an email.Contact - Susan Matheson; Telephone - 0191 5656256 - Extension: 40069; Email [email protected]

Susan can provide flexible and individualised support in relation to childcare. This includes:

•Sourcing emergency childcare for a well child (e.g. in the case of an ill childminder or an urgent meeting on a day/time when the staff is usually not at work)•Advice in relation to sourcing routine childcare provision (e.g. when a staff is moving to Newcastle from another city / country or returning from extended parental leave)•Advice in relation to play schemes and help with childcare costs•Advice in relation to the school application process.

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Support with childcare

From Newcastle. For the world. 9

Website Design – What we did

• Coordinating CMA updates across all UG course pages: ensuring all UG course pages are updated in line with Education Resilience Framework changes to delivery and programme content for September 2020 entry. Liaising with Faculty Marketing Recruitment teams, LTDS, Marketing colleagues and Mediaworks to ensure the deadline of 03 August is met. Creating new copy to sit across all course pages to provide general guidance for applicants.

• Additional COVID-19 study pages and messaging to explain changes.• COVID 19 FAQs updates and presentation of user research/possible long-term

strategy for this content to stakeholders• Alumni Day of Action – completing 5 extra pages for this project not scoped in with

Domain 7 plus additional support• Amends and updates to Pre-Clearing event landing page + web analytics for Clearing

organic conversions• NICD Environment Datajam round-up page• Sport website COVID-19 safe re-opening page• School of Engineering content editing ongoing• School of Dental Sciences information architecture approved, content/build strategy

agreed and editing content commencing• Web Governance stakeholder research and strategy insights analysis• Further FMS staff lists set-up and updates/amends for their new website• Support for third party development of CoReD content/page build• Started analysis of 4,000+ responses to Hotjar poll on PG website for PG Reimagine• NUService


Website Development – What we did

FMS Staff listA request came through to make sure staff lists are sorted alphabetically by the employees surname. This required some work to allow the script to deal with people with more than 2 names and to be able to filter out various titles I.e "DR", "Professor".

Language switcher component

Our t4 environment now has the ability to support multiple language content. The component is simply added to the page required and it allows the user to select their preferred language if the related content is available (initially developed for CoRed but available across whole system)

A lot of work has recently gone into the creation of CTA buttons which scroll the page to their related section within the design system. Currently we have made it available to add CTA scroll links to a header of a page which can be linked to specific content pieces within t4 via a content manager

Scroll Links


Channel Owners

Campaign Success – Weekly Overview

27.07.20


Website Delivery – What we did


Web Delivery – What we did

AdvancementDay of action microsite: Content and assembly due to be completed w/e 24/07/20. Phase 1 review meeting and phase 2 kick-off being planned.

Magazine content: Hubspot being used to deliver Arches magazine content online for Oct/Nov.

PG ReimagineFirst stakeholder engagement session went well, next sessions are being organised. Follow-up survey to first stakeholders is being finalised.

Co-RedWatching brief. Content development in progress through third party. Logo has been developed for accessibility.


Paid Search – What we did

1. Meeting with Google rep

2. International Remarketing

3. Preparing for August

Impressions – 53,694Clicks – 4,654Conversions – 110


Paid Social–What we did

Optimisation - moving spend around to best performing campaigns

Meeting with Google – turns out we're doing great!Meeting with Facebook – some tips on how to make our campaigns more successful

TikTok – set up and looking at placement options

Planning - final budget splits and messaging for August across Facebook/Instagram/Snapchat/Google Display/Google Discovery and YouTube

This week we will be mainly:

Building everything out for August (wish us luck!)

Some stats from last week:Snapchat – 1,27 million impressions, 9,500 swipe upsYouTube – 977,000 impressions, 7,500 clicksGoogle Display – 4.2 million impressions, 20,700 clicksGoogle Discovery – 676,000 impressions, 2,500 clicks

Unrelated to clearing – launched a LinkedIn campaign for Cait – TEDEI online course


Organic Social–What we did

- Virtual Grad: videos, stories, intern content, harvesting pictures, celebrating with our students.

- Press Releases- Events- #MyNCLPics- PG Q&A Takeover- Instagram Stories- Monitoring & Replies- Blog Sharing- Working on New Blogs- UCAS Training- Planning ahead: Clearing, Q&A takeovers with other depts, Intern content, induction content.- Community building- Comms with Press Team- Sharing content from elsewhere around uni.


CRM / Email Marketing– What we did

• Hubspot audit/Embargo• Exported list of 168 workflows• Divided into categories, system/to delete/not live/live etc• Tuned off any that would affect embargo• Next Attributes

• Clearing• Clearing and Confirmation emails to OH• Pre clearing event, post clearing event forms/webhooks• Manually pull offer holders out, matching HubSpot leads to hobson• Sent CSV to vfairs for event until webhooks work

• BDE• Amends to Exec Ed workflow, ensuring all get emails• Created attributes to distinguish from core database• Looking into importing IOC data, confirming form requirements

• HubSpot Handover – meeting with HubSpot technical support (Katie)

• Gecko training – full overview, refresher training

• Daily feed checks – Imports/exports/rejects/duplicates


Creative Development– What we did

• Developing August Clearing Creative• Back on campus to film facility tours• Getting Giphy with it• Finalising Congregation Filters• Starting to prep for September Open Day• Keeping up the Corporate Comms


Marketing Planning – What we did

PG Campaign – In life

• Supported finance requirements and set up of

PG aggregators to ensure integrated support• Continued to work with GAs to develop BLOG contentPG Re-imagine

• Continued to reach out across stakeholders in the engage

and define the scope of the project with the project team

focused on the next priorities for this to include PG events, IO and stakehlders across schools,

Accommodation and Catering

Worked on a range of collateral to include intake booklets and

brochures, on campus signage in support of COVID-19 and

worked on the YoYo promotion scheme to develop the point

redemption scheme to ensure cateing income can be optomised



Market Planning - Next campaign plans• Progressed with market context, market insight,

underpinning information against next campaign plans –UKUG/ INT UG/ INT PG

• Continued with recruitment cycle calendars to inform briefing calendar mapping key countries to timeline

• Continued to work up the strategic themes to develop inputs

from MP & P into the new 3 year plan

Market Research

• Continued to gather and summarise market research insights, to include a continuation of COVID perceptions

research and other market intel to inform market plans

Clearing Campaign – in life

• Continued to support various channel colleagues with

clearing, updating subject targeting priorities, and assisting with content including a step by step guide to clearing

• Worked with clearing opps to ensure information updates

cascaded as part of the marketing clearing call


Events – What we did

• Completed first draft of the June Open Day report – looking at attendance data, survey feedback and recommendations

• September Undergraduate Open Day planning

• Working with the CRM team on data flows and emails for the pre and post Clearing events

• Supporting SRT with planning for pre and post Clearing events

• Supporting planning for online Offer Holder Events

• Continuing liaison with VFairs on changes needed to the system to deliver all of these events

• Looking at opportunities for postgraduate events, working with Theo

• Set up an Events space in Wrike and doing Wrike training

• Hubspot training




Facilities Marketing• Conversations with 4/13 facilities about their offer and audiences • Plans to prioritise projects, ensure web page information is up to date& relevant & improve SEO• Aim to start targeted marketing campaigns

Licensing • Starting review of licensing information & web pages & check details & content up to date• Conversation/mini conference with University of Minnesota to learn from their approach to marketing

licenses

Exec Ed• Ist Linkedin Ad campaign concluded generating 40 leads• NE Times sponsorship package started 13 July & ongoing until August

CPD• Preparing to launch next 3 dental school pilot cpds• Develop signposting project with webteam for one entry point for current cpds offering• 2nd phase of Ads for TEDEI online paediatric cpd course set up and running

Institute of Coding• Launch new software engineering Degree Apprenticeship• Supporting messaging for online event on Wed 5 August in which IoC Newcastle University are a

partner to encourage women to retrain in technology. 23

Business Development & Enterprise Marketing – What we did


Singapore• Brochure Copy• Permissions

Blog space• Started a couple of weeks ago• Moving along well

NUCOREs• Finally underway with MediaWorks

Helix• 11th hour swerve on options paper

Minnesota• Mini conference preparation

CDT• PowerPoint template

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Research, Reputation & Ranking, Singapore


SEO – What we did

SEO• Keyphrase research on studying abroad, and

audit with competitor analysis recommendations delivered

• SEO training and KTP organic strategy consultancy

• Repurposed some old blogs and optimised for Clearing-related keywords

• Published a new blog for parents• Finished planning and started writing an

eBook on how much does university cost• Finished schedule for subject-pillars content,

inclusive of keyphrase research• Writing Clearing alerts for the week


Marketing Production – What we did

• International UG Guide 2021Signed off by International Office. Last couple of tweaks before PDF available for use

• PG Guide 2021V1 received. Design and content checks ongoingExpecting to send amends back to designer by end of weekNext version to include updated course list

• Congregations Newcastle (Class of 2020)Final proof read in progress. Due to be signed off this week

• Congregations London (Class of 2020)Pagination options created and sent for feedback

• VFairs eventsBooth photo and graphic panels updated for Pre-clearing event

• Conference BrochureInner spreads signed off. Cover still under discussion

• Accommodation Terms and ConditionsV2 received and design/brand/photography feedback given

• Insights and Live Music Programme CardsPrinting confirmed for 3rd week in August. Mail out beginning Sept

• CMA Compliance and Course ContentAssisted web team with checking changes re UG course regulations

• Supported Content MarketingCOVID-19 related reassurance emails - UK and International UG and PG audiencesBlogs - COVID-19 related, Clearing and generic content

University support summary• Answered 13 brand, design and logo queries• Processed 23 logo and photography requests• Worked with 31 departments/teams across the university• Supported Creative Assets on 4 projects, involving proof reading, print acquisition and management


Faculties – What we did

Clearing• Ongoing Academic Hub and logistics planning• Clearing Events: Working with Schools to identify staff/students, developed training docs, working with SRT on

FAQs so all staff are up to speed with ERF messaging and Clearing processes

CMA compliance

UG course update queriesPresent in person communications

Events

• Ongoing planning for PGT ECLS online event• Virtual Open Day (via Zoom) for our MA Translating and Interpreting programme

Medical Sciences careers webinars for year 12 studentsFirst Virtual Medicine, Dentistry and Vet Sciences UCAS Fair

• Planning for NUBS PGT Live Chats with DPDs for August

School website project

• APL, SELLLS and NUBS ongoing• Dental - ongoing

Other projects

• NUBS digital prospectuses for UG, PG, MBA• PG Dip Clinical Implant Dentistry

Documents

General Marketing Update