MARKETING & PUBLICITY

1. MARKETING & PUBLICITY • WHAT IS IT? • A statement of what you want to say. It should include: • Target audience • Key messages • Marketing methods used MARKETING PLAN

2. MARKETING & PUBLICITY • WHO IS YOUR TARGET AUDIENCE? • It is who you want to communicate with. • Specific demographic • All students • Staff • External companies TARGETED MARKETING

3. MARKETING & PUBLICITY • TARGETED MARKETING: • Target marketing is a differentiation in messages, marketing mix and ultimately the execution of your marketing to different demographics. TARGETED MARKETING

4. MARKETING & PUBLICITY • TARGETED MARKETING: • Remember, The University has over 14,000 students: • 62.3% of these students are female. • 53.4% of students are over the age of 21 when they start • 12.8% of students are International Students • 28.7% of students study part time • 9.4% of students study at neither Avenue or Park Campus, but at one of our Partner Colleges. • 6.8% have a known disability TARGETED MARKETING

5. MARKETING & PUBLICITY • RESEARCH: • Ask students what they want • Investigate similar events/activities in the area • Investigate similar organisations at other Students’ Unions TARGETED MARKETING

6. MARKETING & PUBLICITY • WHAT IS A KEY MESSAGE: • A Key Message is what you want your audience to remember after reading your marketing. They’re your most important take-aways, as the name would suggest, the key information within your advertising. KEY MESSAGES

7. MARKETING & PUBLICITY • CREATING A KEY MESSAGE: • You should also ensure that your key messages are: • Believable • Understood • Drive your agenda • Avoid negativity • Enhance positivity KEY MESSAGES

8. MARKETING & PUBLICITY • TARGETED MESSAGES: • Your target audience will influence and impact your key messaging. We’ve identified that we have a varied student population and that they need and want different things. Bearing this in mind it naturally follows that your key messaging to these student groups will be different. KEY MESSAGES

9. MARKETING & PUBLICITY • MARKETING METHODS: • Posters • Flyers • Face to face promotion • The Union Website • Email Marketing • Facebook • Twitter • Plasma Screens in the Union • Press Releases or event invitations METHODS

10. MARKETING & PUBLICITY • PRINTED MATERIAL: • Printed posters and flyers can be a great way to target students in high footfall areas, but it is a method won predominantly on the law of averages i.e. 1 in every 20 may read your poster or 1 in every 10 students flyered may look up more information. METHODS

11. MARKETING & PUBLICITY • PRINTED MATERIAL: • Keep posters simple. Stick to your key messages and don’t try and clutter it with too much information or too many colours or graphics. • Whether you’re printing a poster or a flyer, you must include the Students’ Union logo if you are a Society or Stallions logo if you are a Sports Club. METHODS

12. MARKETING & PUBLICITY • FACE TO FACE PROMOTION • Face to face promotion is a fancy term for talking to people. Often the best way to get your message out there is to go out and talk to people yourself. It’s also the easiest way to tailor your message to your different target audiences. METHODS

13. MARKETING & PUBLICITY • UNION WEBSITE • The Union Website is one of your best methods of promotion. The Union website is visited by an average of 4000 unique users every month – that’s over 25% of every student at the University! METHODS

14. MARKETING & PUBLICITY • UNION WEBSITE • Sports and Society events on your webpages are synced to the homepage so that students can see everything that’s going on from the first page. • You can add news items, photos, documents – anything you want to communicate with potential members. Plus you can integrate your Facebook Page or Twitter feed. METHODS

15. MARKETING & PUBLICITY • EMAIL MARKETING • Your membership list is built into the website, enabling you to mass mail all of your members regarding fixtures, events, meetings or campaigns. METHODS

16. MARKETING & PUBLICITY • FACEBOOK • Facebook has changed the internet. • 20% of all webpages visited last year in the UK were on Facebook. • Facebook has 1, 3 BILLION users and 1 million links are shared every 20 minutes • Pages are preferable to groups for promotional purposes. There are currently over 52 million pages. METHODS

17. MARKETING & PUBLICITY • TWITTER • 200 million tweets are tweeted every day. • Twitter is a fantastic tool for creating buzz about your organisation or event and expanding your reach, when retweeted. • Your Union webpages are built with twitter integration so you can embed a twitter feed METHODS

18. MARKETING & PUBLICITY • PLASMA SCREENS • The Students’ Union has a number of plasma screens in our venues showing SubTV and SubInfo that can show your sports club, society or event advertisement. • There is no cost to this advertisement • We need at least 3 days’ notice to upload it • The file needs to be 856 x 480 pixels in size METHODS

19. MARKETING & PUBLICITY • PRESS RELEASE • If you’ve got something big coming up that you really want to shout about then think about writing a press release or event invitation. • NUNewsis published 8 times a year with a circulation of 3000 students. • Similarly NURadioreport throughout the year on student activities • And we have contacts with local media too! METHODS

20. MARKETING & PUBLICITY • YOU SHOULD NOW KNOW: • How to target your marketing • How to craft key messages • Marketing methods you can utilise ANY QUESTIONS?