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Similar but Different – How to Differentiate Brand Identity in a University
CASE Circle of Excellence Award winner - Learn how University College Cork, successfully created a unique and vibrant brand identity for Alumni and Development while simultaneously creating value for the overall brand of the University. Watch the innovative ways that the ‘Connecting You’ visual identity uses the key motif to connect alumni back to their alma mater on both a metaphorical and literal level. You will be taken on a highly visual and creative journey outlining the steps taken to develop a new brand identity - focusing on the power of symbols, effective storytelling, compelling multi-media content and emotive design that evokes a sense of connection and opportunity with the University.
Kate McSweeney, Director of Communications, Alumni and Development , University College Cork
Panel: Thinking Like a Journalist - How to Make Your Content Work Harder
Since the beginning of the pandemic, Stori have been amplifying and telling the stories of universities across the UK reading and reviewing 100s of pieces of content. In our Q&A with an education news and media journalist, we will discuss how the pandemic has driven change in HE content, what worked, what didn’t and how we can build for a better future.
We will cover; how to make the most of your existing content, the stories that work and how to make sure you reach as wide an audience as possible.
Trina Everall, Co-Founder, Stori
The All-Inclusive CRM: A Tool and a Journey
High-quality data and the ability to use it analytically is crucial for successful partnership management. At Aalto University, we have gradually implemented a “one CRM” policy which integrates not only alumni and donors, but also partner companies, externally funded research projects, start-ups emerging from our innovation ecosystem, and customers of our campus services into a single CRM system. The list of user groups is growing, and the journey has led us to a critical re-examination of our ways of working beyond the CRM system itself. This, in turn, has helped to enhance synergy across our units, break silos and streamline processes. In this session, we will share hands-on how this has unfolded, and we invite you to bring your insights and questions to the discussion.
Ville Krannila. Head of CRM and Analytics, Aalto University and Teppo Heiskanen, Director, Advancement and Corporate Engagement, Aalto University
Make It Happen! Build a Team, Partnerships, and a Community – From Home
It all started with an optimistic Alumni Relations plan drafted for important people at the top of the organisation. Aided by our energy and belief in the strategic importance of alumni engagement, inspired by the institution’s mission, and with the help of colleagues, we got started. Then came the pandemic: not the best way to start building a community...
We will share the keys to Making It Happen:
- Tips on building a team and embedding them into a complex organisation – all online
- Professionalism, camaraderie, creativity, and what can happen if you trust people to make plans come to life
- ‘The battle of the data’, silo mentality, and the need to believe in what you do
- Managing upwards, outwards and across divides
Noomi Peter, Executive Management Assistant, Erasmus University Rotterdam
Sue Martin, Director Alumni Relations, Erasmus University Rotterdam
Finding the Leaks in Your Student Recruitment Hosepipe
Post-COVID budgets are tight, and we must show how we have achieved the best VFM. One effective way we can do this is through the Leaky Hosepipe.
Imagine a garden hose that has punctures along the way. No matter how much you turn the garden tap, there will always be a loss of water at the end of the hose. The result? Little more than a trickle of water at the end.
Most universities unwittingly operate their student recruitment function exactly like a leaky hosepipe, spending many thousands of pounds to source leads that are ultimately lost.
Hear about our work to date with university clients on the main leak trends and how we can all use this intelligence to prove excellent Value for Money.
Penny Eccles, HE Strategic Marketing & Student Recruitment Consultant
Strength Based No Costs Approach: Speedstart by Highlighting Portfolio of Values
Though ELTE was is established in 1635, the organized alumni life has just started five years ago. How to vitalize alumni activity ASAP and how to overcome critical difficulties meanwhile: old registration method; GDPR; hardly any alumni activities; almost no communication, old website lacking content; minimal resources? Time for miracles. Let’s rely on the strengths of the university: treasures, great places; famous alumni; nice stories to remember; seventy languages taught. A wide range of advantages helped to kickstart - focusing on 7 key territories parallel: Market research, Benchmarking; Structure and Internal connections; Communication, Content; Registration; Mobilization; Resources; Still a long way to go, but the progress is already impressive with promising results. ...and what a good foundation this all proved to be during home-office period!
Csilla Pataky, Head of Department for Alumni Relations & Development, Eötvös Loránd University
Sound minds and the Great York Run: Two approaches to fundraising for student mental health
Panel: The Campaign’s Over, Where Do We Go from Here?
Do you think ending a campaign is simple and straightforward? The hard work is done and all that's left is to coast to the finish line with a series of parties and slaps on the back all round? Well, think again. The options are complex and your stakeholders' expectations high and often varied, whether donors, staff, voluntary or institutional leadership.
A panel of leading Advancement professionals will give insights into three of Europe's largest and most successful higher education campaigns. They will share war stories of the considerable planning, angst and joy that went into ending campaigns on a high, options that were considered and those rejected. Finally, how to manage complex stakeholders while learning lessons and establishing the foundations for what is to follow.
Sion Lutley, Partner, More Partnership, Liesl Elder, Chief Development Officer, University of Oxford, Adrian Punaks, Executive Director of Development, UCL, and Kate Bond, Director of Advancement, Trinity College Dublin
Panel: Global Alumni Relations Beyond the University Sector
Recent years have seen the expansion of alumni models to new areas of endeavour. Charities, research institutes and NGOs have all explored the power of engaging networks to create social change, extend global reach, and support critical missions. This panel session will explore what these new programmes have learnt from Higher Education alumni programmes and how they have evolved them outside of the Development Office structure to explore global connectivity, increased collaboration, and social change.
David Whitaker, Head of Alumni & Networks, British Heart Foundation
George Pyrgos, Alumni Engagement Manager, Francis Crick Institute
Abigail Nokes, Chief Executive Officer, InHive
Driving Academic Diversity in Our Media Voices: Lessons from UA's Campaign
In a new campaign to tackle the lack of diverse academic voices in the media, University Alliance and its member universities are taking practical action to double the number of Alliance experts, particularly those from diverse backgrounds, participating in media opportunities by 2024.
This is a cause that those working in higher education marketing and communications can learn from, as we all work to generate a more balanced profile that reflects a multi-diverse community on our campuses, and that serves our beneficiaries. This session will explore why we need to tackle diversity in our media strategies, the barriers we face when encouraging diverse academics to seize the potential of media opportunities, and how to enable change in projecting our academic voices externally.
Beth Button, Head of Communications and Public Affairs, University Alliance and Justin Shaw, Chief HE Consultant, Communications Management