Anglia Ruskin University (ARU)
ARU approached Kathryn to conduct an audit of the marketing department, paying particular attention to VFM following an institution-wide Tribal financial benchmarking exercise. The exercise included a detailed evaluation of marketing communications spend and the significant funds previously allocated to Clearing advertising. The review led to a number of recommendations regarding the structure and allocation of resources within individual teams, as well as activities being undertaken with recommendations for future strategy, tactics, measurement and evaluation.
Birmingham City University (BCU) / University of Northampton
As director of department, Kathryn oversaw and directly undertook marketing audits which led to the restructuring of marketing and communications operations with impressive results in both institutions. At Northampton, this included professionalising marketing, assessing the feasibility of fundraising, and subsequently expanding the alumni team. Following a Staff Wellbeing Survey in 2006, the Department was studied as an example of best practice after staff showed the most commitment to and appreciation of their roles. At BCU, Kathryn developed the rationale and proposals to restructure and reinvigorate the Department, merging marketing teams from a separate business within the University's portfolio. Her highly respected, award-winning team secured Silver Investors in People on first inspection and was shortlisted in the ‘Outstanding Marketing/Communications Team’ category of the THELMAs in both 2011 and 2013. It went on to achieve the Gold Investors in People standard prior to her departure in February 2014.
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Anglia Ruskin University
"We appointed Kathryn to conduct a value for money (VFM) review of our marketing activities and to provide advice on future marketing metrics for the Department. We were very impressed with her final report, which clearly evidenced the impact of marketing against a range of competitors and provided several useful recommendations, which we can and need to implement. We benefited greatly from her in-depth knowledge of the sector and advanced analytical skills."
Chris Chang, Pro Vice-Chancellor, Corporate Marketing International and Development Services