SMSU Marketing and Communications Strategy 2015-2018
Introduction St Mary’s Students’ Union (SMSU) is an independent not for profit organisation (Charity no: 1150328) run by students, for students. SMSU provides representation for St Mary’s University students on a university-wide, local, regional and national level. SMSU also provides recreational and developmental activities for students, such as Sports Clubs and Societies, and coordinates all of the major events on campus throughout the academic year. In addition to this, SMSU provides services to students, such as advice and support, booking out of SU space, and the SU Shop. As part of the Students’ Union’s Strategic Plan 2013-2018, SMSU is committed to developing a Marketing and Communications Strategy that complements its strategic aims and objectives. SMSU communicates to a diverse audience via many channels, and getting key messages right, both to and with the audience – our members - is vital if we are to achieve the strategic aims. Operating within an ever changing and increasingly challenging environment, an effective and sustainable approach to Students’ Union marketing and communications is essential for success. This strategy is fully aligned to the SMSU strategic priorities and paves the way for marketing and communication in accordance with SMSU’s and St Mary’s University’s strategic goals.
Context In 2011-2012, SMSU employed 2 Media Interns to coordinate basic communications with a small focus on the establishment of St Mary’s University Campus (SMUC) Radio. The internships were for a very short fixed term and offered hardly any opportunity for developing the marketing and communications function of the Students’ Union. In 2013, SMSU introduced a full time position – the Marketing and Communication Coordinator - whose role involves taking responsibility for coordinating day to day communications operations, and implementing long term plans around the Students’ Union’s marketing and communications. Since 2012 SMSU has evolved. No longer is the core business of the organisation concerned solely with events and sport; the organisation has shifted focus towards representation, development and the enhancement of the student experience. The first SMSU Strategic Plan was implemented in August 2013 and offers an ambitious view of where the organisation will be in 5 years’ time. One of the main aims of the SMSU Strategic Plan is to develop marketing and communications to ensure that every student at St Mary’s is involved in some way with SMSU. A more robust training programme for Executive Officers has been introduced, allowing officers to understand the greater impact that they could have on the university and beyond. This has in turn introduced more campaigning and the need for further market research on campus. The student representation system has been developed and as a result the number of students involved in university committee representation, SU Council, the Programme Representatives system and Elections has increased. There has also been a significant increase in students contacting SMSU for advice, support and personal representation.
Through representative activity, SMSU is now seeing an increased need for student opinion on all aspects of the student experience. Whilst events such as the Summer Ball and Boat Party have always been known to sell out, more effective targeted publicity and marketing messages have resulted in this happening in record time. Freshers’ Week sales have risen gradually over the years, culminating in over £41,000 being raised in 2014. The SMSU marketing function also now includes marketing sales – income generation via external sponsorship and advertising. Since becoming a charity in January 2013, a ‘customer service’ approach has been introduced by SMSU, relying heavily on communications with students. SMSU has adopted a new visual brand, new website platform (which has CRM capabilities) and a new policy on the usage of social media.
Why do we need a strategy? SMSU’s marketing and communications function is clearly having a positive effect; however the organisation has now come to a point where it requires a more structured approach to marketing and communications to ensure growth, increased engagement with members and increase commercial (income) activity. A marketing and communications strategy will ensure that SMSU can make positive steps towards achieving the aims of the SMSU Strategic Plan 2013-18. In order to realise what SMSU may be like in 2018, the SMSU Strategic Plan has identified the following Strategic Aims: 1: To create effective student representational systems across campus 2: To support students throughout their student experience and beyond 3: To encourage and build a strong community on and off campus 4: To provide effective, open communications with students and increase marketing opportunities 5: To be a professional organisation and to increase the number and quality of commercial services to students 6: To develop a diverse range of student activities that enhance personal development, skills, enterprise and the student experience SMSU aims to make a positive impact on the lives of all students. In order to do this, communications will need to reach out to the entire student body, and not rely on simply reaching certain groups. SMSU needs to be mindful of the student demographic at St Mary’s University and utilise a diverse range of marketing and communications tools and messages in order to engage effectively with all students. SMSU also needs to be able to tailor communications based on a student’s personal interests, programme of study, school etc, and this should be an area for innovation and
focus in the future. Ensuring that students receive the most relevant information forms a strong base for our marketing and communications.
SMSU’s Key Communication Messages Values Student-led : SMSU is actively led by students, and student leadership at all levels is fundamental to the purpose of the organisation. Passionate: SMSU gives 100% in everything that we do to ensure students get the best from their student experience. Inclusive: SMSU strives to create an inclusive environment for our diverse student community. Supportive: SMSU will support students throughout their student experience whether it be via advice and guidance, innovative ideas or student -ed activities. Unique: SMSU provides a totally unique experience for St Mary’s students that will help them to prepare for their life experiences . Vision By 2018, St Mary’s will be a student-centred university and SMSU will make a positive impact on the lives of every student by providing dynamic, member-led services which deliver the best possible student experience of all the small universities. Mission To support, develop and represent students of St Mary’s University and to make their time the best it can possibly be – a positive, self-defining era providing a firm foundation for the rest of their professional and personal lives.
SMSU Key Communication Themes 1/ Not for profit - just for students. SMSU is a charitable organisation and all of the income generated via grants, services, memberships and advertising is recycled back into student representation, support and activities. 2/SMSU is the main representative body for all students at St Mary’s University. SMSU represents St Mary’s students at a university, local, regional and national level. Students elect their main representatives to help make positive change within the university and beyond. 3/ SMSU makes a positive difference to the St Mary’s University experience. All students are affected by the difference that SMSU makes at St Mary’s University. Whether students attend events, are members of sport clubs and societies, or experience changes on academic programmes, every student should benefit from being a member of the Students’ Union. 4/ SMSU provides diverse opportunities through activities. Students can choose to get involved in a range of diverse activities including sports clubs and societies, weekly entertainments, major events, SU Council and Executive Committee, Programme Representatives, or personal development workshops. 5/ SMSU provides a fun, safe environment for all students at St Mary’s University. It is important that SMSU contributes to a fun student experience which embraces equal opportunities for all and is free from prejudice or hatred .
Marketing Mix Communication methods available: Press Press release (to liaise with Marketing) Radio (to liaise with Marketing) Opinion Editorial (to liaise with Marketing) Online Website (both SU and University) Intranet (including SIMMSpace and Staffnet) Blogs Screensavers E-newsletters Videos E-flyers Emails
Text service (mobile phones) Social networking sites
Print Brochures/magazines Posters (notice boards) Leaflets Newsletters ‘Samarian’ Simmarian?? Magazine (Alumni) Other Staff Development sessions Focus groups
Staff meetings/committees Conferences Workshops
Events/campaign Plasma screens
Key Audiences Primary Target Audiences:
Current students (including: 18-21 years, 21yrs+, International, onsite learners, distance learners) Prospective students (including: 18-21 years, 21yrs+, International, onsite learners, distance learners)
Secondary Target Audience:
Parents, families and guardians Staff (Schools and Departments) Senior Management Graduates and Alumni External organisations Colleagues from other HEI’s/SU’s Media Policy makers including, government departments
Marketing and Communications SWOT Analysis Strengths
Weaknesses
New brand and visual identity New, strong website with CRM function Data on member participation Strong relationship with university Experience of Executive Committee (recent and current students) University communication tools readily available for use by SU Relationship with university marketing team Small, community feel to the university which means word-of-mouth on SU activities spreads quickly Good amount of advertising space on campus for internal and external events Students are particularly active and engaged on social media Annual communications plans in place Robust overarching organisational strategic plan Size of SMSU team - very small One member of staff focused on marketing and communications function Lack of previous strategy Tight overall budget – unable to provide training to Marketing and Communications Coordinator that is required for continuous development Difficult to capture everything that is happening at the university Celebrating success
Opportunities
Difficulty in measuring/understanding engagement Fully understanding the needs of different groups of students
Location and reputation of the university – a platform for income generation via marketing sales Increasing engagement year on year Local press/local social media utilisation - to improve the image of the university in the local area Radio station Positive ‘product’– SU here to benefit all aspects of the student experience – students to buy into this Commercial services development and growth
Threats
Advances in technology Large number of messages to communicate Rapid growth in engagement with SU – can SMSU sustain its function with the resource it has? Staff illness/absence/resignation Social media comments/negative public perception
Marketing and Communications: Strategy Aims 1: To create effective student representational systems across campus MCR1 – Publicise Executive Committee by means of a PR campaign throughout the academic year MCR2 – Raise the profile of Programme Representatives via a streamlined communications plan. MCR3 – Publicise SU ‘Big Wins’ to the university community. MCR4 – Increase student involvement in influencing university decisions. MCR5 – Increase engagement with democratic systems with students throughout the year – not just at key times (such as elections). SMSU will have succeeded when:
There is an increase in candidates standing for election. There is an increase in Programme Representative engagement with the SU and we can evidence the influence they have. There is an increase in motions by students proposed at SU Council (at least 3 per meeting).
2: To support students throughout their student experience and beyond MCS1 – Improve communications about support (health, advice and guidance) across campus and online MCS2 – Research how students gain information about support, advice and guidance. MCS3 – Support student-led campaigns.
SMSU will have succeeded when: There is an increase of 20% in student numbers contacting university support services. There is an increase of 15% in student numbers contacting the SU for advice and guidance. There is an increase in annual campaigns coordinated by the SU.
3: To encourage and build a strong community on and off campus MCC1 – Make effective communications to build a more positive rapport with the local community. MCC2 – Create a fully engaged student community on and offline. MCC3 – Perform market research into understanding the student demographic at St Mary’s. MCC4 – Establish links with local businesses and organisations. SMSU will have succeeded when:
There is a 30% increase in students voting in the Elections. There is an increase in students participating in clubs and societies to 1300. SMSU can better define the student population at St Mary’s University. There is an increase in local community collaborations on projects and events.
4: To provide effective, open communications with students and increase marketing opportunities MCM1 – Communicate more effectively about SU business to students and wider community. MCM2 – Source sponsorships for events and possible ‘blanket’ sponsorship for Clubs. MCM3 – Improve and increase feedback mechanisms to students on and off campus. MCM4 – Increase marketing sales potential and income generation. SMSU will have succeeded when:
SMSU reaches an annual income of £25k via media and advertising sales.
Elections turnout reaches 30% and an increase in feedback to the SU. Every sports club has an income stream via external sponsorship.
5: To be a professional organisation and to increase the number and quality of commercial services to students MCP1 – Communicate to students about the services available via targeted marketing campaigns. MCP2 – Ensure open and transparent communications around SU processes. MCP3 – Communicate the message that SMSU is a charity and what that may mean for our members. MCP4 – Conduct market research around students’ expectations of SMSU. SMSU will have succeeded when:
Shop and commercial sales increase by 25% by 2018. Engagement in Elections increase to at least 30% in 2018. There is an increase in engagement in democratic processes. SMSU completes a report/audit about student expectations of SMSU. Improved NSS satisfaction score (question 23).
6: To develop a diverse range of student activities that enhance personal development, skills, enterprise and the student experience MCA1 – Better communicate SMSU activities to a diverse student audience, via a diverse range of communications tools. MCA2 – Conduct market research around the type of activities students want to be involved in at St Mary’s. MCA3 – Communicate and promote how students can create new activities for the St Mary’s community. MCA4 – Build partnerships with university departments to aid student development and communicate the importance of engagement in extra-curricular activity. MCA5 – Showcase the uniqueness of the St Mary’s student experience. SMSU will have succeeded when:
1300 students are engaged in sports and societies. All club and society presidents (at least) engaging in a qualification or accreditation related to extra-curricular activity. SMSU has created a report/audit capturing all of the activities that students are engaging with across campus.
SMSU has evidence from research about why students choose, stay at, and come back to St Mary’s. Appendix i – Costing
Aim 1: To create effective student representational systems across campus Objective MCR1 – Publicise Executive Committee by means of a PR campaign throughout the academic year MCR2 – Raise the profile of Programme Representatives via a streamlined communications plan. MCR3 – Publicise SU ‘Big Wins’ to the university community.
MCR4 – Increase student involvement in influencing university decisions.
Action Plan Publicity materials printed Electronic info on Plasma screens, website and SIMMSpace Social media campaign ‘Meet your Exec’ days Website info and tools Emails throughout year Recruitment campaign at beginning of the year Develop social media interaction Publicity materials printed Electronic info on Plasma screens, website and SIMMSpace Social media campaign
MCR5 – Increase engagement with democratic systems with students throughout the year – not just at key times (such as elections).
Social media awareness campaign about what changes have made due to student representation. Website development evidencing influence Utilise website CRM capabilities using targeted mailing and polling Feed in ‘Big Wins’ campaign online More effective advertisement of SU Council via electronic resources
Costs £150 per year for printing and materials
£100 per year for printing and materials
£100 per year for printing
£0 per year (electronic)
£0 per year (electronic)
Aim 2: To support students throughout their student experience and beyond Objective MCS1 – Improve communications about support (health, advice and guidance) across campus and online
MCS2 – Research how students gain information about support, advice and guidance. MCS3 – Support student-led
Action Plan Develop SU website to provide more online info and effective signposting Work with University Marketing, Student Services and Medical Centre to improve communications on campus Online polling and targeting emailing Focus groups
Campaign materials created for
Costs £0 per year (electronic)
£100 for focus groups (year 2)
£200 for
campaigns.
national and local campaigns Electronic and social media communications
printing and materials (per year)
Aim 3: To encourage and build a strong community on and off campus Objective MCC1 – Make effective communications to build a more positive rapport with the local community. MCC2 – Create a fully engaged student community on and offline.
Action Plan Contribute to the SHRA newsletter Attend ward meetings Target local social media sites with good news stories
MCC3 – Perform market research into understanding the student demographic at St Mary’s. MCC4 – Establish links with local businesses and organisations.
Develop the SMSU website for info about how to get involved on and off campus Hold live chats online with the Sabbatical Team Hold elections online Online polling and targeting emailing Focus groups Training for staff on market research Mail outs to local businesses once per term Engage in social media activity with the local community Sabbatical Officers and GM attend business networking sessions within Richmond
Costs £0 (electronic)
£0 (electronic)
£100 for focus groups One off cost for training TBC £150 for printing per year
Aim 4: To provide effective, open communications with students and increase marketing opportunities Objective MCM1 – Communicate more effectively about SU business to students and wider community.
MCM2 – Source sponsorships for events and possible ‘blanket’ sponsorship for Clubs. MCM3 – Improve and
Action Plan Promote SU ‘Big Wins’ to the St Mary’s community Sabbatical Officers and GM attend business networking sessions within Richmond Engage in social media activity with the local community Contribute to the SHRA newsletter Utilise social media and SIMMSpace Build links with local businesses Mail outs to local businesses Utilise existing contacts
Utilise capabilities of website
Costs £100 (see MCR3)
£150 (see MCC4)
£100 per year
increase feedback mechanisms to students on and off campus.
MCM4 – Increase marketing sales potential and income generation.
platform for online polling and feedback Take the SU out onto campus creating feedback days using stalls and interactive ways to gain feedback Utilise social media by creating live chats with the Sabbatical Officers Audit what SMSU can offer businesses in terms of advertising and sponsorship opportunities Create links and relationships with local businesses
for materials
£TBC
Aim 5: To be a professional organisation and to increase the number and quality of commercial services to students Objective MCP1 – Communicate to students about the services available via targeted marketing campaigns.
MCP2 – Ensure open and transparent communications around SU processes.
MCP3 – Communicate the message that SMSU is a charity and what that may mean for our members. MCP4 – Conduct market research around students’ expectations of SMSU.
Action Plan Utilise the SMSU website CRM system to its full potential Targeted emails to different groups of students Online shop marketing campaign Training for staff via NUS Minutes of all meetings available online SU Council agenda available online before meetings Continue dialogue about SU Council meetings online (social media) Minutes of all meetings available online Clear info on website SORP available on website
‘Have your say’ campaign about what students think with one question per month ‘Have your say’ stall to engage students once per month ‘Have your say’ publicity on campus
Costs £0 (electronic) One off cost for training TBC £0 (electronic)
£0 (electronic)
£100 per year for printing
Aim 6: To develop a diverse range of student activities that enhance personal development, skills, enterprise and the student experience Objective MCA1 – Better
Action Plan Audit communication tools that
Cost £0
communicate SMSU activities to a diverse student audience, via a diverse range of communications tools.
MCA2 – Conduct market research around the type of activities students want to be involved in at St Mary’s.
MCA3 – Communicate and promote how students can create new activities for the St Mary’s community.
MCA4 – Build partnerships with university departments to aid student development and communicate the importance of engagement in extra-curricular activity.
MCA5 – Showcase the uniqueness of the St Mary’s student experience.
can be utilised by SMSU Utilise full potential of website including targeted mailing Do GOATTS to gain feedback using survey on tablets/devices
(electronic)
Utilise full potential of website including targeted mailing Do GOATTS to gain feedback using survey on tablets/devices
£0 (electronic)
Utilise full potential of website including targeted mailing Publicity campaign about what SMSU can do for you Stall once per month by Sabbatical Team Create and/or attend departmental meetings Engage with and create more opportunities with Careers and Centre for Workplace Learning Monthly editorials in the Staff Newsletter about SMSU developments Clubs and Societies present at Open and Visit Days Students involved in opportunities for coaching and participation across the Richmond Borough Utilise media opportunities across campus, with SHRA and Richmond Borough social media
£100 per year for printing (see MCP4)
£50 per year for networking/hospitality
£150 for networking and hospitality
Document Record Document title:
SMSU Marketing and Communications Strategy
Version
1
Department responsible
Students’ Union
Authors
Marketing and Communications Coordinator/SU General Manager
Document date
January 2015
Date last amended Effective from
1 August 2015
Review date
31 July 2018
Impact Assessment Date
January 2015
History (where discussed / Executive Committee: 06 February 2015 who circulated to / Student Experience Committee: 10 February 2015 committees considered Trustee Board: 26 March 2015 SMSU AGM: 22 April 2015