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A New Approach to Branding UWI on line

A New Approach to Branding UWI on line. Why are we really here?. Dawn-Marie De Four-Gill University & Campus Director Marketing & Communications The University of the West Indies. Setting the Context. New strategic vision for UWI

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A New Approach to Branding UWI on line

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  1. A New Approach to Branding UWI on line Why are we really here? Dawn-Marie De Four-Gill University & Campus Director Marketing & Communications The University of the West Indies

  2. Setting the Context • New strategic vision for UWI • By 2012, the Uwi will be innovative, internationally competitive, contemporary university deeply rooted in the Caribbean, committed to creating the best possible future for all stakeholders. It will be the university of first choice for the region’s students and talented academics. It will provide a truly supportive environment that rewards excellence and it will be agile enough to thrive in a dynamic global environment.

  3. Setting the Context cont’d • Core Strategic Focus of the plan • Teaching & Learning • Graduate studies • Research & Innovation • Service to UWI -12 Countries & other Underserved Communities

  4. Setting the Context cont’d • Major enablers • Administrative reform • Marketing & Branding • Funding the enterprise • Other areas of importance • Strengthening regionality • Strengthening national engagement process • International partnerships

  5. And the ‘web’ fits where? • Cross cutting • Part of the integrated marketing mix • Search engine marketing • Viral marketing • Web 2.0 technologies • CGC • http://www.campaignforrealbeauty.com/home.asp • http://www.youtube.com/watch?v=iYhCn0jf46U

  6. Some interesting stats..

  7. Some interesting stats.. • The internet reaches 747 million people worldwide. Stamats 2007

  8. Some interesting stats..

  9. Some interesting stats..

  10. The Millennials – Interesting facts Teens: 15-18 age-group • Consume 2.5 hours of TV per day • Spend more than 1.5 hours on the internet per day Based on 2006 Veronis Suhler Stevenson Report University students • spend an average of 19.2 hours online per week. • 80% regularly use social networking sites • 95% own a mobile • 78% sent a text message in the last week • 75% own a music player, e.g. iPod • 55% own a video game device Based on 2007 survey by Youth Trends

  11. Web 2.0: Imagine the Possibilities

  12. Tools for Collaboration • Social Networks • Facebook, MySpace • Flickr • YouTube • Blogs • Wiki’s • Podcasts

  13. What does this mean for us • We cannot be the proverbial ostrich • We cannot have a half hearted attempt • The internet levels the playing field • The power of one…new technologies and viral marketing is here to stay

  14. Because we ARE there…and I am not only talking about the official websites

  15. It never goes away • Anything that is published can live forever

  16. Have an agreed approach to branding / e-branding / e-marketing or any such thing

  17. So our on-line brand must be • Robust • Consistent • Distinctive • One university – four campuses • Anchored by a team approach • Top level pages/landing pages • Adoption of Web 2.0 technologies

  18. To accomplish this • Resources, resources and more resources • Clear definition of web team • The Right people to fit into the carefully identified/described positions • Work together across campuses – virtual teams • Learn from Best Practice on each campus

  19. To accomplish this • Clear web promotional strategy - use of landing pages / SEM • Clear understanding that does not mean the death of print – supportive • Getting the lower pages right • M&C and IT working closely together

  20. So the next steps…

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