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I: Desk research
Kathryn works with each institution to identify and gather available background information to set the scene and demonstrate existing strategy, plans and performance. She will review objectives, current practices, approaches and results with a view to improving future performance, assessing information and any relevant analytics and market intelligence.
As universities face recruitment challenges at home and abroad, it is no surprise that senior leadership teams want reassurances that marketing and other activities are effective and efficient. Kathryn's three-stage essential marketing review acts as an impartial, confidential 'sense check'. Conducted sensitively at a Department or functional level, it identifies strengths and weakness in current structures, resources and activities, flagging up key issues for management consideration and recommendations to resolve them.
II: Consultation & analysis
To add context to the review, you may wish to involve internal 'clients’ and partners, such as leadership, Department and Academic Heads. This ensures Departmental activity is reflective of current issues, concerns and priorities. Kathryn conducts 1:1 meetings with functional heads and key members of staff to solicit their ideas for the future and uncover best practice. Analysis of all research and consultation then takes place.
III: Reporting & recommendations
The final report includes: executive summary; recommendations for future structure, resources and activities; and earmarks any achievable cost efficiencies, within the context of the desired strategic and operational requirements of the University and Department. Kathryn also offers an optional on-site presentation to senior leadership in which she will highlight key findings and recommendations.
Goldsmiths, University of London
Recent restructuring had provided leeway within current resources, making an objective review timely. Keen to ensure these were used to best effect , Goldsmiths approached Kathryn to provide an objective view of resources, activities and plans.
"The work Kathryn did for us has proved remarkably useful and I have been able to use many of the insights she provided. The review has already formed the basis of some initial structural changes and informed the process of subsequent recruitment. The team is more effective as a result of the feedback and guidance. They are doing some great work, so all in all it was a good investment for us."
Kieron Broadhead, Director of Student Experience & Academic Registrar