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Sky High or Free Fall: All Aboard the Web Roller-Coaster

Sky High or Free Fall: All Aboard the Web Roller-Coaster. David Sweeney Vice-Principal, Royal Holloway. Evolution. Research-led. RANKING INSTITUTION Cambridge London School of Economics Oxford Imperial College London Warwick York University College London Bristol

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Sky High or Free Fall: All Aboard the Web Roller-Coaster

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  1. Sky High or Free Fall: All Aboard the Web Roller-Coaster David Sweeney Vice-Principal, Royal Holloway

  2. Evolution

  3. Research-led RANKING INSTITUTION Cambridge London School of Economics Oxford Imperial College London Warwick York University College London Bristol ROYAL HOLLOWAY, UNIVERSITY OF LONDON St Andrews (Research Assessment Exercise 2001)

  4. IT First Marketing Last Looking through each others’ eyes? Web: First Car or Last

  5. Improve communication to widen knowledge and understanding of the College Promote a consistent visual identity and navigation to present a united front Add value to activities and relationships Develop online services to enhance interaction Replace paper where appropriate Web Aims & Objectives

  6. Successes and Failures Understanding customer needs Benchmarking Understanding why web-sites really work Varying literacy skills Different styles of information engagement Some very flawed research A Bumpy Ride

  7. Often Technology-driven Open-Standards Accessibility The Mobile revolution Content Management E-learning Blogs E-commerce Personalisation How much time wasted? Holy Grails

  8. Dare we learn from the experts? Should we trust the experts? Can we engage with the experts? Budgets? Marketing ‘Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably’ CIM

  9. What you think about yourself and your key messages Customer perception Useful framework for thinking but don’t take yourself too seriously Poses some very hard questions Branding

  10. What’s special about us? What are our key messages? Who are our key audiences? Who are we?

  11. Why students like Royal Holloway

  12. Focus Groups Surveys Market Research Lots of meetings Internal Roadshow Comparator research Consultation

  13. Distilling the Essence Developing the Messages Creating a Visual Style Going for broke Rolling out in all media A Rallying Cry

  14. Not all consultants are hopeless….but most are. IT people aren’t always right… What’s wrong with blinkers anyway? Marketeers contribute a stream of consciousness Market Research helps Creative people think they’re always in charge Lessons learned?

  15. VCs think they are in charge Direct marketing to VCs is awful It’s going to take time Working together can make a difference…. Lessons learnt?

  16. Work together • and learn from each other

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