The purpose of this project was to review the current structure of the Business School’s marketing function ahead of its ‘re-launch’ in 2011, which hinged on the opening of a new state-of-the-art building.
The School had come through a two-year period of rapid growth in student numbers and programme development, and was therefore in an optimal position to consolidate its brand offer and take a fresh look at the marketing function. During 2010, the School had also seen a number of changes to marketing personnel, and therefore had the opportunity use the review process as a mandate for recruiting critical posts, as well as ensuring its overall marketing strategy was set up to navigate a tougher, more commercially competitive trading environment (with reference to changes to the university fee system and cut backs in research funding).
The review also provided the opportunity to help ‘professionalise’ the marketing function by considering individuals’ roles, their interface with senior management, reporting structures, working practices, and cultural dynamics.
Admiral was tasked with re-branding the Business School’s website to bring its image in line with other marketing collateral. This included implementing the iconic ‘shards’ motif across the website, designing a fully editable HTML e-mail template and creating invites for school events. In addition, the agency also built a fully branded student blog with full Facebook and Flickr functionality.