Director of Marketing Objectives to January 2013
Objective
70% students saying that
LiverpoolSU has a positive
impact on their student
experience
We will be experts on our
members
We will demonstrate we are
best placed to access the
student voice
KPI
How will you know you
have achieved the
objective?
Evidence of increasing
scores once baseline
established
o NSS Q23
o Mirror survey
o Big Student Survey
Reach targets met for
comms activity
Action Plan
How are you going to achieve the objective?
What steps are you going to
take to achieve this objective
(and time frame for each
step)?
Resources available
(including people,
books, research
equipment etc.)
Q23 baseline identified & action
plan created to deliver 70%
over 3 years
NSS
Ed Moloney
July 2012
Implement and update comms
plan every 6 months with reach
targets
August
2012
Comms Strategy written and
embedded with Staff
October
2012
Ed Moloney
Bam income
increased by 5% to
£59k commission
March
2012
April 2012
Pod strategy implemented
o
Sept 2012
Produce annual map of
participation, reach and touch
to LJMU demographic
GOATing plan in place
Improve financial contribution
of marketing to LiverpoolSU
bottom line
Completion
Date
Annual review of BAM sales
sheet with recommendations
Chris Ellsworth
(BAM)
April 2012
Analysis of NUS sales data and
NUSSL
July 2012
o
o
Ensure students are at the
heart of any LiverpoolSU
development – ensuring
LiverpoolSU has the right
information to make good
decisions
Consultation plan in
place for each point in
development of planning
o
Develop a 3 year plan of market
research and informed analysis to
improve our performance
o
o
o
Creation of a strong website
and digital communication
strategy
NUS Extra sales
income increased by
10% to £14,500
At least 1 new
income stream
opportunity identified
o
Strategic objectives
KPIs monitored
All new ideas tested
Service
improvements
demonstrated in all
areas based on
feedback
Web traffic stats
increase year on year
Increased
engagement and use
of social media
targeting for 2012 card
Research marketing income
streams across movement
SUM
Oct 2012
Research & visit other unions
involved in building projects
i.e. Sheffield, Newcastle,
Manchester
October
2012
Consultation plan & questions
drafted for each stage and
ready for launch once LJMU
confirm options
October
2012
Market Research Strategy in
place
April 2012
Market Research Toolkit
implemented
March
2012
SMS scheme implemeted
Feb 2012
Web development plan in
place for 2012/13
Magpie
BAM
April 2012
Define what excellent web
presence is across the sector
& put business case to
SUM
October
2012
o
channels
Strong user feedback
organisation
Project plan in place for
2013/14
NUS Digital
Magpie
Research digital comms
strategies
o
o
Improve sales in commercial
area
o
Identify and source appropriate o
development in becoming a
stronger leader
Market research
evidences need for all
commercial activity
Evidence students
are aware of offers
and why they should
choose LiverpoolSU
Evidence where
marketing campaigns
enhance the bottom
line
360 feedback reflects
change
Feb 2013
Dec 2012
Project plans in place for
venues and retail
Nadine & Wendy
April 2012
Identify leadership style
required by LiverpoolSU and
then my own style – gap
analysis on skills requiring
development
MAP & Demonic
Morris
July 2012
Source marketing mentor in
movement or third sector
Dominic Morris
April 2012