Workshopen er særleg retta mot deg som jobbar med internasjonale studentar, enten med marknadsføring, rekruttering, opptak eller mottak. Maks 2 deltakarar per institusjon.
Diku ønskjer eit tettare og meir systematisk samarbeid mellom med institusjonane om promotering av fagmiljø, studieprogram, institusjonar og så vidare, der internasjonale studentar er målgruppa. Med desse to samlingane er målet å utvikla ein god merkevare- og innhaldstrategi for marknadsføring av studietilbod i Noreg. Strategien vil omfatta merkevara "Study in Norway", der institusjonane har ein sentral plass.
Tracy Playle leiar workshopen - ho er ekspert på utvikling av merkevare- og innhaldstrategiar innan utdanningssektoren, og har også gjennomført liknande workshopar både i Sverige og i Estland. Seminaret går føre seg på engelsk. Playle er direktør i og grunnleggar av Pickle Jar Communications.
Me ønskjer oss først og fremst deltakarar som arbeider med internasjonal rekruttering. Er det fleire som er involvert i dette arbeidet eller de vurderer som relevante så er det uproblematisk å stille med fleire enn ein. Merk at workshopen handlar om promotering av Noreg ovafor internasjonale studentar, ikkje Noreg som samarbeidsland. Me har stor tru på at denne dagen kan bidra til ei betre promotering av Noreg som studieland i framtida.
Brand and Content Strategy Workshop 2 (29 August 2019):
In this workshop we will focus on:
09.00 Welcome back and introductions
Tracy will introduce the purpose of the day and recap what we worked on during our previous session
09.30 Your brand and elevator pitch
In this session we will now compare the brand values that we chose for our individual institutions, and see how they differ.
NB Homework: A representative from each institution will also be asked to share a 60 second "elevator pitch" to promote their university to a prospective international student, using language that aligns to your brand values.
*** Please come prepared ready to share these***
10.45 Understanding what our audience wants and needs
Understanding our audiences, and their wants, needs and motivations is the bridge that takes us from a strong brand strategy to actual impact and results in our marketing activity. In this session we will share insights from audience research with international students in Norway and consider the implications of these insights for our brand and content strategy.
11.30 From a brand strategy to a content strategy
We'll now consider the role that a content strategy and content marketing strategy plays in bringing our brand to life for our audiences. What is content strategy? What is a content marketing strategy? How can I create one that works for us?
12.00 What makes compelling content?
In this session we will now think about the qualities that make content compelling and impactful for our audiences. We'll start by brainstorming this in our groups, and then after lunch we'll take a look at examples of content with impact.
13.30 Great content strategies and compelling content marketing content
We'll return from lunch with Tracy showcasing examples from around the world of higher education marketing, and non-education sector examples, of impactful content. We'll use this to inspire content ideas for the rest of the day.
14.00 Planning compelling content
In this activity we'll all be given an audience persona (inspired byour work in our first session together in June), and a user journey map for that persona. We'll work through their decision-making journey to design content ideas to keep them moving towards Norway and our institutions. As we do so, we'll also start to ask ourselves the queston: who should be producing this content and where should they find it?
15.30 Channels, platforms and editorial calendars
Having lots of great content ideas is a wonderful start, but we need to get that content out there and we often have multiple channels and platforms to use to do this. In this session we'll consider how to decide what goes where (and when), and the role that editorial calendars have in helping you manage this.
16.15 Measuring and evaluaating the impact of our brand strategy and content strategy
We'll finish the day sharing ideas for how we can measure and evaluate the success of our work. We'll consider measurment frameworks, tools and approaches
16.50 A final word on your planning toolkit and answering any questions
17.00 Session close
Brand and Content Strategy Workshop 1 (6 June 2019):
09.00 Coffee and registration
09.40 In pursuit of brilliant brands
An introductory presentation that helps us think about what we mean by brand and brand strategy, why it’s important, and the role it plays in the international higher education market.
10.10 Defining a Norwegian brand in the global higher education market
sets Norway apart as a study destination? Why are we unique? Why should students from elsewhere in the world study in Norway? Through a range of card sort and compare and contrast activities, and by looking at place, people and personality, we’ll explore how we collectively want Norway to be seen by the world.
11.30 Coffee break
11.45 From brand to story
How can we move from brand principles to actual stories, and from stories to brand principles? We’ll take a look at how other brands do this, and then start to think about how brand and stories can come together for Norway as a study destination.
13.45 Defining our tone and voice
We’ll now move on to look at how we should design our voice and tone to align with the brand principles and storytelling approach that we’ve explored through the morning. We’ll consider what we mean by voice and tone, why it is important and then map this out for Study in Norway.
14.45 Coffee break
15.00 Understanding our audiences
In this session we will consider the importance of an audience-led approach to brand engagement, develop personas for the audiences we wish to reach, and consider audience research approaches.
16.15 Introducing the strategy framework We’ll end the day by taking a look at the strategy framework, walking through each section and how to use it, and answering questions as they arise.
17.00 Session close