Marketing & Communication Strategy 2013/14
Robert Gordon University Student Association Marketing & Communication Plan 2013/14 1. Background RGU Student Association (the Union) has suffered in the past due to the lack of a clear and defined Marketing & Communication Strategy. With the exception of an initial Freshers Week introductory information pack, much of the Union’s term-time advertising is focussed on driving traffic to our three commercial services, notably the Union bar. As a result of this, we have found ourselves predominately targeting domestic undergraduate students more than any other group. This has lead to severe under-promotion of non-commercial aspects of the business, and many students from under-represented groups (international, postgraduate, distance learners) are left feeling unengaged. On campus there has been a definite lack of consistency shown in how the Union communicates with the student population. As part of the University’s Masterplan, all RGU students now study at our Garthdee campus, which is based almost 3 miles from the Union building in the city centre. Until mid-2011, the Union had no physical base at Garthdee, and we had found ourselves on the outside looking in as opposed to being included at the physical heart of the University. This severely limited our on campus activities, which had been restricted to sporadic promotional events, and occasional postering & flyering trips. Efforts were made to increase the Union’s presence on campus, and a structured timetable of promotional events were set out at the beginning of the 2012/13 session and published in our annual Student Guide (co-produced with the University). A small student PR team was installed, containing a combination of current Union bar staff, and stand-out members of our Freshers Team. This team works twice weekly engaging with students, once on campus at Garthdee and once around city centre student halls. Additional space was allocated to the Union at the beginning of the 2013/14 session, with new student offices opened in the heart of the campus. Although this has helped to increase awareness of Union activities amongst our members, a clear and co-ordinated structure is still to be set out to ensure that all communication methods work effectively together. This strategy aims to detail such a structure.
Robert Gordon University Student Association
2. Market Research The Union researches student opinion at various points throughout the academic year. Our team of promotional reps have been utilised to collect feedback to ‘quick-fire’ questions when engaging with students on campus. These questions cover a number of different topics (including satisfaction levels with our commercial services, willingness to take part in volunteering opportunities, and awareness of our different non-commercial services) with the subject area changing regularly. This data collection takes place throughout all buildings at the Garthdee campus in order to gain opinions from as many different faculties and demographics as possible, although more detailed information (such as whether the student is undergraduate or postgraduate, part time or full time etc) is not mandatory in order to reinforce the ‘quick-fire’ and anonymous nature of the polling. Our main opinion poll takes place towards the end of each academic year, and is hosted online through our website (www.rguunion.co.uk). This survey is larger than our weekly ‘quickfire’ polling and focuses on how the Union has performed in the eyes of our members (both commercially and non-commercially) throughout the year, as well as gathering opinions on potential improvements that we can make to aid their student experience. This particular questionnaire has received support from commercial partners in recent years, for example T In The Park festival tickets donated by Tennents. These are used as part of a prize draw, which gives students an incentive to fill in what is generally perceived as ‘just another University survey’. This end of year questionnaire is promoted primarily through the University’s e-mail system, ensuring that all students (including distance learners and those that study part-time) are targeted equally and encouraged to take part. Each year since 2008, this questionnaire has gained approximately 800 responses - a respectable number, but one that we should aim to improve upon yearly. Although undoubtedly longer and more in depth than our ‘quick-fire’ polling, the questions in this survey have previously also been reasonably vague and should be focussed more on specific areas of the Union’s work in order to gain more constructive feedback. The Union works closely with a number of the University’s departments, notably the Communications Office, who invited us to provide input to a university-wide ‘Internal Communications Survey’, which would focus on how students and staff are informed of developments at both the University and the Union. Although this survey was due to be launched early into the 2011/12 session, the project is currently on hold. The Union-specific sections of this survey could be included in the ‘End of Year Questionnaire’ in order to provide us with valuable feedback regarding our publications, website content, social networking and e-mail contact methods.
Marketing & Communication Strategy 2013/14
2. Market Research (cont) Having analysed the feedback gained, it is clear that the majority of RGU students view the Union primarily as an entertainment venue and a bar. Comments and suggestions that have been received are mainly commercially-based and show that most members view ‘the Union’ as a physical building, as opposed to an organisation which offers a wide variety of commercial and non-commercial services.
Robert Gordon University Student Association
3. The RGU:Union Brand The RGU:Union title and current branding was introduced in 2007 to bring the Union in line with the University’s brand guidelines at the time (where various departments and Universityled projects & initiatives were given the ‘RGU:’ prefix to show their direct affiliation).
The previous RGUnion logo, used from approx 2003 until 2007
The current RGU:Union logo, introduced with the rebrand in mid-2007
Although having been in existence for well over 20 years, RGUnion (as the Union was previously branded) had failed to build any kind of positive reputation amongst its members, who it seems could not see past its run down building and poorly promoted commercial services. Any campaigns or initiatives launched by the Union (although these were few and far between) were not taken seriously by students, and ultimately, due to a combination of ineffective promotion and student apathy, did not succeed. This is reinforced by the fact that student election voting numbers had dropped to below 200 in 2007 - less than 2% of the student body at RGU. The rebranding process took place during a period of positive change for the Union, which saw a new senior management team installed, restructuring of Sabbatical and Officer positions, and a much needed financial injection of over £250,000 from the University. The brand has been built up successfully since being implemented, and a new-found consistency in the look and feel of our promotional materials has meant that items produced by the Union are easily recognisable and differentiated from those of the University. Various sub-brands have been created to compliment a number of different events and services co-ordinated by the Union, ranging from our second-hand bookshop service, to Freshers Weeks, to our yearly student elections. Although used as stand-alone brands with their own marketing and promotional materials, all are easily recognisable as being part of RGU:Union.
Marketing & Communication Strategy 2013/14
The Union, however, is still often referred to as the ‘Student Association’ in materials and publications produced both in-house and by the University. Although ‘RGU Student Association’ is the company’s registered trading name, this may be causing confusion amongst our members, and may be contributing to the students’ perception that RGU:Union is simply a building which houses commercial services. Events and commercial activities are consistently promoted using the RGU:Union brand, however the phrase ‘Student Association’ is used regularly when addressing non-commercial activities such as volunteering, representation and advice. Many students do not realise that the Union and the Student Association are in fact the same organisation. It is suggested that we discontinue the phrase ‘Student Association’ in all materials directed towards our members, and replace with ‘the Union’, ‘the Students Union’ or ‘RGU:Union’. This will result in all activities, whether commercial or non-commercial, falling under the same umbrella, and will help to reinforce the fact that there are many different services provided by the Union at RGU, not just a bar. This would compliment a potential ‘Did You Know’ or ‘More Than A Bar’ campaign, which would be aimed towards raising awareness of non-commercial side of the Union.
Robert Gordon University Student Association
4. Current Communication Methods We currently have access to the following methods of communication in order to interact with our members:
Website Although regularly being updated with relevant news and information, the Union’s website has been greatly underutilised for many years, with each incarnation and redesign failing to strike a fair balance between style and substance. In 2013 the decision was made to invest in the Membership Services Limited (MSL) web platform, which will provide the us with a fully functioning, user friendly website, which is combined with a full membership analysis package. As of November 2013 the development and research stages are underway, with a launch date of January/February 2014 targeted.
Social Networking The Union has a strong presence on both Facebook and Twitter, currently two of the most popular online social networking platforms. Since launching in early 2010, the RGU:Union Facebook profile has attracted over 6,500 ‘fans’ (as of November 2013). A number of more specific profiles have also been created so that specific student groups can be targeted online (for example, ‘RGU Freshers Week 2013’, ‘Woolmanhill Halls’, ‘Rosemount Halls’ etc). To date, profiles set up by the Union have collectively gained approximately 20,000 members and counting. The ‘rguunion’ account on Twitter currently has around 3,000 followers. Our social networking profiles have an intentionally relaxed and informal feel to them, which appears to have had a positive effect on the number of fans that interact with us through this medium. We are seen as having a reasonably strong presence on these sites compared to those of our commercial competitors, and have been approached by organisations looking to take advantage of this and have us help them publicise an event or a specific promotion. In 2011, individual Twitter profiles were created for each of our three full-time Presidents, and are used regularly in order to informally communicate with the membership, answer any questions that are raised, cross-promote campaigns/events, and to keep the student body up to date with current projects. In 2012, profiles will be created for each of our Vice Presidents
Marketing & Communication Strategy 2013/14
E-Mail Communication The Union has communicated with students through the University’s internal e-mail system for many years, with varying levels of success. A regular ‘E-Zine’ was introduced in 2004. This has taken a number of different forms since its inception, but mainly acts as an e-mail newsletter, collating a number of small relevant news items submitted by officers, staff, University departments, and students. In its current form, ‘Wired’, news items are placed along-side small mini-features such as Deal Of The Week, Featured Society, Song Of The Week, fashion/style features, and a listing of events taking place at the Union. Competitions are regularly promoted through Wired, and external organisations are invited to make use of banner ad spots scattered throughout the email – which in turn generate additional income for the Union. Much like our social networking profiles, ‘Wired’ has a fairly light-hearted and casual writing and presentation style. This was adopted not just in order to appeal to the membership, but also as it runs alongside a more formal equivalent e-mail newsletter produced by the University, ‘The Bulletin’. Individual ‘All-Student’ e-mail messages are sent from the Union on occasion for larger, highly important matters or for campaigns that require extra promotion. However, these are used sparingly in order to increase their impact.
Freshers Welcome Pack These packs are sent out to each of our new first year students in early September, prior to their arrival at RGU. Regularly included are copies of our Student Guide, Freshers edition of Reform Magazine, Freshers Week Entertainments Guide, plus flyers from various Union departments. External advertisers are also invited to submit promotional flyers for distribution in these packs (which generates additional income for the Union), and extras such as Freshers Week Discount Cards have also been added in recent years.
Posters & Flyers Although a large amount of our promotional work is now being executed online, traditional PR methods such as postering and flyering should not be ignored. Clip-frames are spread throughout each floor of the Union city centre building, specifically in the highest-traffic areas within the bars and café. The ground floor windows are also fitted with 18 frames in order to take advantage of the city-centre shoppers passing by. In 2009 the Union was supplied with a small number of clip-frames on the Garthdee campus (one in each building’s main refectory). Although since being installed, changes to the refectory layouts have meant that some of these have been covered up, or in some cases are simply used by other University-run commercial outlets on campus. Posters can however be placed on Robert Gordon University Student Association
the various notice boards situated around each building, although these are often extremely busy and over-crowded, meaning that items can easily be overlooked. Generally, our posters & flyers are produced in-house as and when required, and are distributed either by our PR team twice a week – once on campus at Garthdee, and once to Woolmanhill, the University’s largest set of student halls. To increase the impact of our postering & flyering, it is suggested that more dedicated RGU:Union poster spaces are requested, either in the refectory areas, in other high-traffic walkways/social spaces, or in the toilets both on campus, and in the Union (a tactic that is used extensively in many bars, clubs, shopping centres and commercial venues).
Plasma Screens There are a number of plasma screens situated around campus at the entrance to each building, as well as large projector screens. These display a Power-Point style slideshow, which the Union can submit slides to. The Union’s internal subTV plasma screen system (consisting of 7 x 42” screens spread across three floors) is also used to advertise to customers in our bars and café. A similar subTV system (with 7 additional screens) is also due to be installed in our new student base on campus, with a target date of January 2014.
Local & National Press The Union has close links with the University’s Communications Department, enabling valuable exposure in both the local and national press. In recent years, our elected officers have made appearances on television and radio news bulletins, and have gained column inches in local and national newspapers many times.
Student Media The Union has become heavily involved with the growth of three student media outlets at RGU, taking the forms of a printed magazine (Radar), radio station (RGU:Radio), and online video content (RGU:TV).
Marketing & Communication Strategy 2013/14
5. Continuous Communication with All Members Action Wired weekly e-mail Website news items On-site notice boards
Reason To keep members informed and up to date with news & event details from the Union. To keep members informed and up to date with news & event details from the Union. To inform members of event details. Gives sports clubs & societies space to publicise events/campaigns.
Responsibility GDMCo PresCD
Timescale Ongoing (weekly)
Cost Free
Dept Heads
Ongoing
Free
Reception staff, PresSPA, SPAT Team, VPSocs, SDVCo, GDMCo, CommercialMgr
Ongoing
Free
GDMCo
Ongoing
Poster/flyer printing costs
GDMCo, CommercialMgr, PR Team
Ongoing (weekly)
Staff: £6/hr
Allows members to post general notices.
On campus promo days
Gives details of sports clubs & society meeting times, contact details etc. Publicise Union events/campaigns faceto-face. Give the Union a presence on campus.
Postering & Flyering
Poll students to gain feedback. Publicise Union events/campaigns/ promotions
£8 per 100 A5 flyers (160gsm) £4 per 100 A3 posters (80gsm)
Radar Magazine
To keep members informed and up to date with news & events from the Union in more detail.
Robert Gordon University Student Association
PresCD, Student Media Team
Quarterly
£8 per 100 A3 posters (160gsm) Quantity dependant
Social Networking posts
Student Guide
To keep members informed and up to date with news & event details from the Union and Sabbaticals. Provide an introduction to life at RGU and outline different services offered by the Union and University.
GDMCo, PresCD, PresEW, SD&VCo, VPSocs GDMCo, Student Services
Ongoing
Free
Ready for distribution early September
6. Communication with New Students Action Freshers Week Facebook Pages
Reason First point of contact for the majority of prospective & new students.
Responsibility GDMCo, PresCD
Timescale April/May
Cost Free
GDMCo
Late August/ Early September
GDMCo, SDVCo, GM
September & February
Varies
PresCD PresEW PresSPA
September
Free
Allows two-way communication between new students & the Union Helps to ease the integration into student life as it provides an informal platform for students to discover flatmates & coursemates before they arrive Freshers Mailing Packs Freshers Fayre & Re-Freshers Fayres
Event promotion Introduces new students to the Union’s services before they arrive at university. Allows face-to-face interaction with new students. Information distribution
Induction Talks
Event promotion Introduce the Sabbaticals to the students, and talk about the Union & its services
Marketing & Communication Strategy 2013/14
7. Communication with Part Time Students, Distance Learners, Mature & Postgraduate Students Action Wired weekly e-mail
Reason To keep members informed and up to date with news & event details from the Union.
Responsibility GDMCo PresCD
Timescale Ongoing (weekly)
Cost Free
Responsibility GM
Timescale On demand
Cost Free
GDMCo PresCD
Ongoing (weekly)
Free
GM
Ongoing
Free
Responsibility GDMCo PresCD
Timescale Ongoing (weekly)
Cost Free
Dept Heads
Ongoing (weekly)
Free
Presidents & VPs
Ongoing
Free
8. Communication with Staff (Union) Action Induction Process Wired weekly e-mail 3rd Floor Staff Meetings
Reason To welcome and introduce new staff to the Union Inform staff of latest news & events at the Union For dept heads to discuss current work
9. Communication with Staff (University) Action Wired weekly e-mail
University ‘Bulletin’ weekly e-mail Committee meetings
Reason Inform staff of latest news & events at the Union. (University staff can be added to the distribution list on request.) Inform staff of latest news & events at the Union To communicate member’s needs & wants directly to the University
Robert Gordon University Student Association
Marketing & Communication Strategy 2013/14