Kathryn Jones' marketing experience
Northampton University, Director of Corporate Communications
Appointed in 2004, Kathryn led the preparation for the then University College Northampton’s rebrand prior to the awarding of university status in 2005. She organised major perceptions research with key stakeholders, as well as internal and external branding focus groups before developing the University’s market proposition, and was responsible for creating the over-arching brand identity of ‘Inspiring change, transforming lives’, which is still being used almost a decade later.
The ‘Year of University' celebrations she orchestrated included internal presentations to all staff, an official public launch and a series of hospitality events for external guests, all of which received significant praise.
To improve student recruitment, Kathryn developed an extensive literature and CRM strategy, professionalising prospective student and applicant engagement. Enquiry levels rose from around 16,000 in 2003 to 22,000, while UCAS applications almost doubled and student numbers grew 11% from 10,445 to 11,585 during Kathryn’s tenure as Director. She won a Gold Heist Award for her Student Recruitment Campaign in 2008.
While at Northampton, Kathryn expanded the small alumni team to create the University's first Development office and launched a five-year fundraising strategy, in 2007, complementing brand messaging around ‘inspiring change, transforming lives’. This resulted in 29 scholarship funds of £1K-20K, four of which were endowments from donations of between £50-100K. Before the establishment of the Development Office, there were 20 registered donors, which had grown to 599 within three years, at which point net income was £375K with a further £210K pledges.