13:00 – 13:15 Welcome from Institute Chair and CASE
13:15 – 14:15 Fundamental: Strategy - What's on MarComm Leaders' Minds?
Speaker: Terry Flannery, Executive Vice President & Chief Operating Officer, CASE
14:15 – 15:00 Tutorial - Putting into practice
15:00 – 15:30 Break
15:30 – 16:30 Fundamental: Beyond the Oscars...Reputation Management in Higher Education - What it Is and Why it Matters
Speaker: Rachel Sandison, Deputy Vice-Chancellor, External Engagement, University of Glasgow
Does institutional reputation underpin organisational success? Who owns reputation and how can it be lost or won?
This session explores the important role reputation plays in the fortunes of an organisation, touching on the theory of reputation management and providing best practice examples from across the sector and beyond.
16:30 – 17:15 Tutorial - Putting into practice
17:30 – 18:45 Ghost Walking Tour of York
19:00 Reception drinks and dinner
07:30 – 08:50 Breakfast
09:00 – 10:00 Fundamental: Data Supporting Marketing and Communications Strategy
Speaker: Ed Layt, Head of Consultancy, SMRS
This session will explore the power of data. Guiding you through the complexities of the big data landscape and establishing practical ways to use institutional and external data in your day-to-day roles. This will include strategy development and performance evaluation, engaging audiences effectively through CRM, portfolio development and customer experience.
10:00 – 10:45 Tutorial - Putting into practice
10:45 – 11:15 Break
11:15 – 12:15 Fundamental: Taylor Swift, 'The Haters' and Shaking it off: What Articulating a University Brand is really all about
Speaker: Helen Pennack, Chief Marketing and Communications Officer, University of Nottingham
Can you, and should you, sum something up as diverse, emotional and complex as a university in a single brand?
This session considers the opportunities and challenges of building brand, and touches upon the realities and the practicalities that need to be considered along the way, including the feelings of the people involved and how the drama of that can play out very publicly…
12:15 – 13:00 Tutorial - Putting into practice
13:00 – 14:00 Lunch
14:00 – 15:00 Fundamental: What has Kylie Minogue got to Teach us About Content Strategy?
Speaker: Justin Cole, Executive Director of External Relations, Newcastle University
Content is king, as the saying goes, but how should it be deployed within universities?
This fast paced session will provide an overview on the theory supporting content development. It will help you to understand the Why?, the Who? and the How? of content strategy, as well as answering the all-important question of what the hell pop-icon Kylie Minogue has to do with all of this.
15:00 – 15:30 Break
15:30 – 16:30 Guest Speaker: Agile and Flexible Working - The Where, How and Why We Work
16:30 – 17:00 Tutorial - Putting into practice
17:00 – 19:00 Free time
19:30 Dinner
07:30 – 08:50 Breakfast
09:00 – 10:00 Faculty Panel: Leadership in Marketing and Communications - Influence Inside and Outside your Institution
10:00 – 10:30 Break
10:30 – 11:30 Tutorial - Putting into practice
11:30 – 12:30 Closing session: Seven Trends Shaping Future HE Marketing & Communications
Speaker: Jim Tudor, Founder of Future Index
A fast paced look at seven of the most important trends we need to be aware of. A highly visual presentation will showcase 40 sparks of inspiration to help us understand and embrace these themes. Whilst many of the examples will come from global HE institutions, some will come from other sectors, notably fashion, sport and popular culture. We'll look at the full spectrum of university marketing and comms whilst considering just where existing and emerging channels will fit in the mix. This session promises to enthuse and inspire, reminding us all what an amazing opportunity the world of HE offers us.