Presentation Transcript

1. Knowledge Exchange (KE)MARKETING

   Alison Sammin KE MARKETING MANAGER
2. A moment’s reflection... Research objectives Research is required to gain a better understanding of our existing customers, to understand their motives and needs better and how we can influence these in order to develop mutually beneficial relationships.
3. WHY?
4. What is marketing? Marketing is the strategic business function that creates value by stimulating, facilitating and fulfilling customer demand. It does this by building brands, nurturing innovation, developing relationships, creating good customer service and communicating benefits. With a customer-centric view, marketing brings positive return on investment, satisfies shareholders and stakeholders from business and the community, and contributes to positive behavioural change and a sustainable business future. The Chartered Institute of Marketing
5. In the past “Any customer can have a car painted any colour that he wants so long as it is black.” Henry Ford – commenting on the Model T in 1909
6. Now: things have changed
7. Customer centric customer
8. HOWEVER! Universities are not generally regarded as marketing organisations. Strategically oriented marketing organisations not only proactively identify customers to which they will be attractive, they also consider how best to organise themselves to provide the best way of managing external relationships from the customer’s perspective, rather than on the basis of their own expertise. “ “ “ “ (UK Council for Industry & Higher Education, International Competitiveness Report 2007)
9. Notice any similarities?
10. Now: things have changed
11. Competition for... Students Funding Income / Investment Relationships and contacts Collaborations Development opportunities (i.e. overseas links) Profile and status Recruitment - of people and their expertise
12. KE marketing team – our remit Internally Support the growth of the University’s KE business, and its KE ambitions Increase the number of academics engaged in KE Specific responsibility for: Investigating and developing a better understanding of the University’s KE capabilities Raising awareness and understanding of KE Raising awareness of policies and the support available from teams including CPD and Business Gateway
13. KE marketing team – our remit Externally The team supports the University’s KE strategy through the enhancement of KE relationships with: commercial, public sector and other organisations. Specific responsibility for: Addressing the overlap between the University’s KE ambitions and research ambitions. Addressing the global ambitions with respect to the international strategy, in particular positioning the internationalisation potential of our business development, alongside the international standing of our research.
14. KE marketing team Intern – 6 months 3 members of staff
15. The challenge Welcome to... BUSINESS PARK
16. The challenge – a host of offerings NIHR Medicines for Children Research Network North West Hub for Trials Methodology Research Ophthalmology Research Unit    Tesco Dairy Centre Veterinary Hospitals and Clinics  Wellcome Trust Centre for Research in Clinical Tropical Medicine Wolfson Centre for Personalised Medicine Advanced Genomics Facility Biomedical Electron Microsopy Unit Functional Proteomics Facility Liverpool Microarray Facility Liverpool Tissue Bank Centre for Intelligent Monitoring Systems Centre for Marine Sciences and Climate Change Centre for Materials Discovery Centre for Mathematical Imaging Techniques Cockroft Institute  Biomedical Research Centre in Microbial Diseases Centre for Cell Imaging Centre for Critical & Major Incident Psychology Centre for Genomic Research Centre for Integrative Mammalian Biology Centre for Medical Statistics and Health Evaluation Clinical Trial Research Centre  CR-UK Liverpool Cancer Trials Unit Impact Research Centre  Liverpool BioCampus Liverpool Cancer Research Centre Liverpool Experimental Cancer Medicine Centre Liverpool Institute for Biological Complexity Liverpool NMR Centre for Structural Biology  MRC Centre for Drug Safety Science   National Centre for Zoonosis Research
17. The challenge - a host of offerings Environmental Radioactivity Research Centre Institute for Sustainable Water, Integrated Management and Ecosystem Research (SWIMMER) Knowledge Centre for Materials Chemistry Lairdside Laser Engineering Centre Liverpool Computer Science Maclab Magnetic Resonance and Image Analysis Research Centre North West Laser Engineering Consortium Surface Science Research Centre Virtual Engineering Centre Ultra Mixing & Processing Facility Liverpool Verification Laboratory National Instruments e-Automation Laboratory Semantic Web Technologies Laboratory SuperSTEM Laboratory Agility and Supply Chain Management Centre Centre for Architecture and Visual Arts Centre for Enterprise and Entrepreneurial Leadership Centre for Experiential Consumption Studies Centre for the Study of International Slavery Culture Campus Liverpool Eighteen-Century Worlds Research Centre Impacts 08 Innovation Academy Institute for Popular Music Liverpool Centre for Medieval and Renaissance Studies Liverpool Law Clinic Liverpool University Centre for Poetry and Science Merseyside Social Inclusion Observatory Northwest Culture Observatory The Reader Organisation
18. The challenge - a host of offerings AMP (Improving Access to Mental Health in Primary Care) Academic Palliative and Supportive Care Studies Group (APSCSG) Accountability, Regulation and Corporate Governance Agent Applications, Research, and Technology Ancient Historiography Archaeology of Human Origins Architecture Environment and Process Architecture History and Theory Arithmetic and Algebraic Geometry Avian Infectious Disease BioMEMS, Organic and Silicon Electronics Biological Psychology Calcium Signalling Catalysis Cell Growth and Division and Geodynamics Cell Signalling Centre for Architecture and the Visual Arts Centre for the Study of the Child, the Family and the Law Charity Law Unit Chemical Biology Clinical Chemistry Clinical Engineering Cognitive Science and Neuroscience Computational Mathematics Condensed Matter Physics Crime, criminal justice and social control Critical Care Culture, politics and identity Dental Public Health Disease Control Strategy Dynamical Systems Dynamics and Control
19. I could go on... there’s plenty more E-Business and Supply Chain Management Earth Structure Ecology and Evolution of Infectious Disease Education Research Group Egyptology Eighteenth-Century Worlds Endocrinology English Literature Environmental Modelling Epidemiology and Population Health Epithelial Malignancy Biomarkers Epithelial Signalling European Regional Politics and Security Evolution and Behaviour Experimental Cancer Therapy Eye and Vision Sciences Feminist Legal Research Unit Flight Science and Technology Fluids Engineering Functional Materials Functional and Comparative Genomics Gastroenterology Gastroenterology and Metabolism Gauge Field Theories and Phenomenology Gender and Health Geomagnetism Globalisation, Development and Place Government and Policy Haemato-Oncology Health Technology and Informatics Health and Community Care Research Unit (HaCCRU) High Energy Particle Physics Host-Parasite Biology Inclusion, exclusion and the city
20. Companies in UK place HEI’s low on their sources of innovation source: Universities, Business and Knowledge Exchange – Centre for Business Research University of Cambridge
21. Also operating in challenging climate
22. It’s not all doom and gloom Grant for Research and Development A new Technology Strategy Board scheme is offering funding to (SMEs) to engage in R&D projects in the strategically important areas of science, engineering and technology, from which successful new products, processes and services could emerge.
23. Our plans for 2011 / 12
24. Develop detailed customer profiles Based on findings from our Market Research GLOBAL CORPORATE
25. Build on external publications Prospectus & flyer 95% of readers surveyed agreed that the publication was interesting 93% agreed that the publication provided the right level of detail 86% agreed that the publication had increased their understanding of working with the University 88% were interested in a discussion with the University after reading the guide 67% would like to be kept up to date with more info / sign-up for e-newsletter
26. External publications 2011/12 edition Objectives: build a clear understanding of key areas of expertise (our KE “offer”) raise profile & awareness promote central teams: Business Gateway , CPD, Careers etc
27. Website and email liv.ac.uk/businessgateway & business@liv.ac.uk @
28. Digital marketing Objectives: re-develop and regularly update the website investigate social media marketing and networking opportunities (online groups) build video and other digital content + online delivery
29. External newsletter The KE newsletter ‘thexchange’ re-launch in 2011/12 supported by e-newsletter Objectives Ensure relevant information reaches appropriate decision makers Maintain an ongoing relationship Drive traffic toward our website Provide a vehicle for us to communicate the ‘University’ offer – i.e. a marketing vehicle that supports others trying to build profile and awareness
30. e-news Customers register to receive regular communications (helps establish relationships) Potentially need to think about developing a 2 way process of communication (management issues!!) Easier to analyse results
31. Relationship management ACT! Relationship management – 14,000 contacts + Building ever more sophisticated content and intelligence data Access to One Source Business browser Global express Search company data - North America, United Kingdom, Europe and Asia Pacific. Company profiles News alerts Executive contact details Access to market intelligence reports (via Datamonitor)
32. Identify & support exhibitions / events Pro-actively identify opportunities to exhibit and attempt to ensure a University presence at strategically important events Study feedback and identify development opportunities for future events (internal & external)
33. Video production Currently have: Ultra Mixing & Processing Facility Arts Life Sciences Engineering Earth & Ocean Sciences Social
34. Advertising
35. Internal marketing Publication and postcard campaign Mailed to 2,734 members of staff All academic and research staff PVCs / Faculty Managers / Heads of Schools / KE champions Key Professional Services staff (Incl. HoDs, SMT, KE Steering Group, Research & KE Committee, Partnerships & Innovation, Corporate Communications, etc)
36. Internal marketing Readers survey - rated the content for usefulness
37. Internal marketing Readers survey – increased my understanding of...
38. Internal marketing Since its launch: 1,610 page views Future objectives: Develop the online resource – build relevant information and advice (based on academic need) Develop initiatives / communications to drive regular traffic to the site
39. Research / Intelligence International business Detailed competitor analysis Measuring marketing activity / response rates / evaluating customer feedback Conduct 1-1 marketing meetings with customers Attempting to gather customer intelligence data from colleagues Ongoing desk research – monitoring the KE landscape Marketing benchmarking
40. Strategic alliances A move to Corporate Communications in 2011 Closer working relationship with Research Policy Building links with Exec PVC’s and Faculty Managers (in particular) CSD and KE Information Manager – build a better picture of our alliances ‘customers’ External partnerships and relationships
41. THE VISION Engage 100% of academic staff in measurable KE activities. Be in the top half of the Russell Group in respect of KE income per academic FTE Treble the number of large, long-term collaborative research and KE projects valued at over £1M.
42. Thank you