Digital Marketing and Communications Workshop:
The Art of the Possible for the Higher Education
Sector
Fee: Complimentary
Introduction
The critical role that digital marketing delivers in improving Student Experience is now considered
to be one of the most important competencies that universities want to drive through their
organisations, according to Gartner and other leading analysts.
However, few higher education organisations have a clear digital marketing strategy that is fully
understood and supported by their executive team. Those that do, are putting the right levels of
investment into the people processes the technologies require to deliver their strategy and are
gaining impressive outcomes.
The main challenges that slow up digital marketing planning are primarily down to digital marketing
being a relatively new discipline and as such there are few well-trodden paths to follow. The
following are the resulting four main obstacles to assertively and programmatically adopting digital
marketing:
1. An insufficient understanding as to what a digital marketing strategy is.
2. A lack of a solid business case for implementing digital marketing and the expertise to
produce one.
3. Vagueness on how the specific capabilities of digital technologies directly contribute to
specific business, marketing and operational objectives.
4. Digital marketing technology projects are often led by IT technologists who understandably
have minimal marketing expertise that only serves to exacerbate points 1 to 3 above.
Workshop Objectives and Deliverables
This workshop sets out to alleviate the above challenges and help set out a coherent digital
marketing roadmap supported by an objective business case. However, every organisation is at
a different level of digital marketing maturity. Therefore, objectives are set for each workshop but
typically comprise of:
1. Level setting: to gain a common understanding across all key functions as to the potential
and value of digital marketing and technologies to your organisation.
2. The business case and ROI: to determine how, and to what effect, digital marketing and
the enabling technologies can drive your business, marketing and operational objectives.
3. Making it happen (optional): To set out a high-impact digital marketing and technology
plan that has the collective understanding, commitment and often new enthusiasm from its
stakeholders.
Tel: +44 (0) 1225 474300 | Fax: +44 (0) 1225 474301 | Email: contact@eduserv.org.uk
Royal Mead, Railway Place, Bath, BA1 1SR | www.eduserv.org.uk
Eduserv is a company limited by guarantee (registered in England & Wales, company number: 3763109) and a charity (charity number 1079456). Registered office as above.
Workshop Content and Deliverables
This is a very practical and fully interactive workshop run by professional facilitators with deep
digital marketing expertise in the higher education market.
The workshop uses well proven digital marketing planning roadmaps, methodologies and models
devised by Sitecore and Eduserv consultants.
The agenda is tailored to each workshop but often includes the following modules:
Part 1 - Introduction
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Delegate Introductions
Reaffirmation of workshop objectives
Part 2 – Context & level setting
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Digital marketing today: its challenges and opportunities
Relevant case studies of organisations in your industry who are leaders
Part 3 – So how?
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Managing the student experience and journey
Knowing your audience and getting to a Single Student View
Digital Experience Maturity Model: where is your organisation now?
What digital marketing experience platforms can do for your organisation, and how?
Part 4 - Formulating the Business Case
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Factors that need to be considered
Calculating the return on investment (ROI) using an ROI calculator
Optional Module: Part 5 - Reviewing or setting out your roadmap
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Objectives: why are we doing this?
Goals: what are the measurement?
Force field analysis: what are the drivers and resistors to making digital marketing work for us?
Roadmap: strategies, how, when and who?
Review process: agree
Tel: +44 (0) 1225 474300 | Fax: +44 (0) 1225 474301 | Email: contact@eduserv.org.uk
Royal Mead, Railway Place, Bath, BA1 1SR | www.eduserv.org.uk
Eduserv is a company limited by guarantee (registered in England & Wales, company number: 3763109) and a charity (charity number 1079456). Registered office as above.
Who should attend?
Getting your organisation to exploit the value of digital marketing and customer experience
management requires an element of ‘digital transformation’ and subsequent ‘change
management.’
Therefore, this workshop is cross-functional and delegates ideally should be from marketing, IT,
finance, course leaders and head of admissions for example.
The workshop is effective with up to 20 delegates but will work with as few as 6.
Workshop Duration and Location
This workshop can be run as a half or full day, depending on how far down the line your
organisation is with digital marketing and whether the workshop is more of a review and reset of
your existing plans or if an overhaul is required.
Location: the workshop can be held at your premises or at a location of your choice including
Eduserv’s (Bath or Swindon) or Sitecore’s (London) offices.
Alternative Approach
Should it prove difficult to get key executives in one room for a day, maybe because they work in
separate geographies, then we can deliver a similar programme for you using our consultancy
services.
What happens next?
Please contact Eduserv’s Digital Campaign Manager, Oliver Capel on 01225 474 382 or email
oliver.capel@eduserv.org.uk and he will set up an initial call with you determine how the
workshop’s objectives, content and deliverables needs to be tailored to suit your circumstances.
Tel: +44 (0) 1225 474300 | Fax: +44 (0) 1225 474301 | Email: contact@eduserv.org.uk
Royal Mead, Railway Place, Bath, BA1 1SR | www.eduserv.org.uk
Eduserv is a company limited by guarantee (registered in England & Wales, company number: 3763109) and a charity (charity number 1079456). Registered office as above.