1 - Brand. p.4. Imperial College London / Discovery and Recommendations / April 03, 2013 / Presented by Domain7

Transcription

1 1 Brand p.3

2 1 - Brand The paradigm of a treating an organization s website as a necessary, complicated, expensive information repository is an archaic concept that takes little advantage of the opportnities broght forth by the medim itself and the ways that its sers fnction online. A website project has the latent potential to contribte to an organization s most key goals, whether financial, cltral, missional, or otherwise. Uncovering the stones of an organization s brand and cltre exposes a very honest pictre of some of the deepest strengths, loftiest goals, and most painfl gaps. It also serves to inform the visal and tonal personality a site can take on, bringing its design and content into deeper alignment with the instittion s crrent and aspirational brand. Or online research, and week-long on-camps discovery has yielded a detailed pictre of the Imperial College London brand. Below, we present the brand from two angles. First, in very simple smmary format, we try to get at the core of what makes Imperial tick. What is the common drive or belief that connects the people of Imperial, and how does that shape everything the niversity does? After that, we present a more detailed smmary of how yor brand is nderstood in traditional categories: Internal perception of offering, adience-specific benefits, vales, and personality External perception as reflected the media and or interviews Brand gaps (how yo are seen and how yo wish to be seen) p.4

3 1 - Brand Brand Smmary: Golden Circle Leading with information abot what yo do is not nearly as provocative and inspiring as commnicating the prpose for which yo exist, and how yo niqely approach accomplishing that prpose. The opportnity to forge relationships with individals who will become yor fans and ambassadors reqires commnicating something inspirational enogh to warrant sharing in person or online. For these reasons, we believe that the smmation of or brand discovery shold start with Why, following Simon Sinek s Golden Circle framework. The following graphic otlines a smmary of what believe to be tre abot Why Imperial College London exists, How it strategically approaches achieving its goals, and What activities and offering serve as the medim to accomplish them. WHAT? HOW? WHY? Yor case We believe the world s hardest problems can and shold be solved. Yor strategy We challenge the world s brightest minds to prse their best ideas in a setting that enables and demands their best work. Yor activities We operate a STEMB niversity that integrates the benefits of world-leading teaching, research, and indstry translation. p.5

4 1 - Brand The brand in detail Offering A more in-depth pictre of the Golden Circle s What circle, the following breakdown otlines the prodcts, services, and activities Imperial College London engages in and offers: Edcation As a institte of higher edcation, the academic experience is the most pblicly obvios activity Imperial College London engages in. Imperial stdents are trained to be specialists, as degrees are composed almost exclsively of classes in the disciplines directly related to the degree. The niversity is also specialized, focsing the majority of its corse offering on science, technology, engineering, medicine, and bsiness. Faclties The faclty strctre at Imperial College London applies both to the academic corses of stdies offered and the research completed: Faclty of Engineering Faclty of Medicine Faclty of Natral Sciences Schools/Centres School of Bsiness Centre for Co-Crriclar Stdies (inclding hmanities/ electives) Centre for the History of Science, Technology, and Medicine (moving to Kings in 2013) School of Professional Development (spporting stdents, staff, external professionals) Imperial Horizons Program (broadens crriclm to develop well-ronded ndergradates) Degrees Undergradate Postgradate Research BSc MSc PhD BEng MRes EngD MSci MBA MEng MA MBBS MPH Locations While the niversity also offers exchanges, placements, smmer schools, and joint degree programs nationally and internationally, its campses are centred arond the City of London: Central Middlesex Hospital Charing Cross Camps Chelsea and Westminster Camps Hammersmith Camps Imperial West Northwick Park and St. Mark s Hospitals Royal Brompton Camps Soth Kensington Camps (main) St Mary s Camps Silwood Park Camps Lee Kong Chian School of Medicine Research Research is the core activity being condcted at Imperial College London. It is intricately related to edcation, as all stdents at the ndergradate and postgradate levels all are edcated in world-class research methodologies and participate in actal research projects, ranging in complexity and mltidisciplinary natre according to degree. Research is also fndamental to the translation process: if Imperial researchers were not sccessflly validating, discovering, and inventing there wold be no findings, processes, or technologies to translate to indstry and society. p.6

5 1 - Brand Imperial s strategy identifies the following science-based cross-ctting themes as its research focs: Healthcare Energy Environment Secrity Imperial College London has many mlti-disciplinary research instittes and centres, the most prominent of which inclde: Institte of Biomedical Engineering Institte of Chemical Biology Centre for Comptational Methods in Science and Engineering (CMSE) Digital Economy Lab Drg Discovery Centre Energy Ftres Lab Institte of Global Health Innovation Grantham Institte for Climate Change Lifelong Health Project Manfactring Ftres Lab Nanoscience and Nanotechnology Porter Institte Institte for Secrity Science and Technology Institte of Systems and Synthetic Biology Translation At Imperial College London, translation means knowledge transfer. It is prodly stated that the application of its work to indstry, commerce and healthcare [has been] central to its mission since its fondation. Solving challenges throgh research is at the core of Imperial College London s DNA, and so is the innovative application of that research as a sccessfl bsiness ventre, indstry application, or tool for the pblic good. Imperial College London s translation efforts are set apart in the UK becase of their focsed, mltidisciplinary work between departments and faclties on research and application, and engagement with external agencies, instittions, and bsinesses throghot the research and translation process. Specific indstry relations programs inclde: Imperial Innovations (technology transfer company) Imperial Consltants Corporate Partnerships p.7

6 1 - Brand Benefits and Rewards by Adience Grop Grop Fnctional Benefits Emotional Rewards Research Fnders Vale: best research done for the money Trst Translation: research gets transferred to indstry, commerce, or pblic application Progress: advancing research and edcation Profile: research sccess reslts in boost to fnder s reptation Confidence Making a difference Pride Optimism Direction: Inflence the research agenda Crrent Staff Research opportnities Collaboration with top peers Reptation Remneration Top facilities Scholastic commnity Fnding Opportnity to work on large isses Pride in: solving problems brand association Collegiality Teamwork Satisfaction Satisfying criosity Feeling spported Ability to share passion Freedom to prse interests Competitive encoragement Crrent Stdents Job prospects Pride (accomplishment) Indstry/almni network Contribtion World-class edcation Optimistism Taght by top academics London indstry connections and cltral experience Access to modern research facilities Challenge Belonging Camaraderie Inspiration Friendship Excitement Almni Contining job prospects de to reptation Pride Networking opportnities Nostalgia Received a mental workot: trained for life Opportnity to give back (donate) Belonging to a commnity Globally comfortable Confident Competent Loyalty Prospective Stdents An opportnity to be part of something great The goal/drive Hope Social pride (I got in) Welcomed, recrited/wanted Taxpayers Jobs Economic benefit Retrn on research investment Reassred money is well spent p.8

7 1 - Brand Grop Fnctional Benefits Emotional Rewards Indstry Steady stream of top employees Trst R&D facility Knowledge Reliability Confidentiality Conslting Pride in association Parents Great track record for lanching stdies to frther stdies/indstry Reassred Pride that my child got in Inflencers Accessing good people and advice Confidence Intriging/breaking content for stories Reassrance Optimism in advantage gained by dealing the best Citizens impacted by translation of research Better soltions to my problems Removal of negative conditions Relief Gratitde Inspiration Vales The following list of vales provides insight into what the people of Imperial College London hold most dear: Excellence Innovation Progress Professionalism Criosity Collaboration Personality The natre and cltre of Imperial College London reflects the following attribtes: Crios Driven/Ambitios Confident Individalistic Uncompromising Practical Can-do attitde Motivated/hngry p.9

8 1 - Brand Competitive position Worldwide (Reptation and Ranking) 15 John Hopkins ETH Zrich 10 Cambridge UC Berkley Imperial 5 Harvard MIT Princeton Oxford Stanford Caltech This chart shows Reptation on the vertical access, and Ranking on the horizontal. The lower the nmber, the higher the rank. All nmbers come from the Times Higher Edcation rankings 2012/2013. Ranking focses on assessing niversity performance. Reptation is based on opinion srveys assessing brand excellence. Imperial College London inhabits a niqe space in the competitive landscape: it ranks well globally, yet becase it does not inhabit the same clster occpied by so-called sper-brands, it does not have international brand recognition as a hosehold name. This is sed to Imperial College London s advantage when the niche market is embraced, instead of the mass market. Imperial College London s contined specialization in STEMB sbjects can help breed this clt awareness amongst like-minded scholars, stdents and fans of the sbject matter -- an extraordinary opportnity for the web. This can help slowly snowball the development of frther global brand awareness of Imperial College London. UK Competition (Reptation and Ranking) Qeen Mary King s College 40 LSE UCL Cambridge Oxford Imperial This chart shows Reptation on the vertical access, and Ranking on the horizontal. The lower the nmber, the higher the rank. All nmbers come from the Times Higher Edcation rankings 2012/2013. Domestically in the UK, Imperial College London is a ct above other London schools between which prospective stdents freqently decide. p.10

9 1 - Brand LSE, UCL, King s and Qeen Mary s respectively each have both lower reptations and rankings. When Imperial College London embraces its world-class stats, the natral brand vale instantly differentiates them from lower-ranking local UK schools. That being said, University College of London can be seen as one of Imperial s most visible competitive threats domestically. When considered alongside the top-ranking UK schools that also happen to be sperbrands (Oxford and Cambridge), Imperial still comes ot with strong reslts and clear differentiators. Oxbridge has history. We don t, not like they do. We have to stop competing with them on the basis of history and prestige. We are the innovators. We need to embrace that position. - Commnications staff member Stakeholder perspectives Stakeholder interviews sggested qite a variance in nderstanding of Imperial College London s place amongst the competition. Some perceive it as a choice amongst similar local schools, whilst others clearly choose it on the basis of its international stats. I m deciding between UCL, Qeen Mary s and King s - Prospective ndergradate stdent, medicine I chose Imperial becase I didn t get into Oxbridge - Crrent stdent An Imperial degree opens doors all over the world - Almni It s one of the world s top niversities - Prospective post-gradate stdent Online inflence Social Shares King s College ETH Zrich Qeen Mary UC Berkley LSE Caltech Imperial UCL Oxford John Hopkins Cambridge Princeton Stanford Harvard MIT A chart showing the nmber of social shares of each college s main website URL, inclding Facebook, Twitter and Google+. Data collected via SEOMoz sing Open Site Explorer. Harvard and MIT s tre data is not shown for scale. Harvard = 175,340, MIT = 222,834. Is a college s sccess in the rankings correlated to its poplarity online? We can see from the chart that higher ranking schools do indeed dominate social shares, bt not niversally: note the prominence of Johns Hopkins, bt the relative obscrity of UC Berkeley. The chart sggests this: high-ranking niversities have content that sers deemed shareable. Imperial s social shares places it in a strong position next to its competitors, and contining to develop and promote shareable content cold conceivably boost its international reptation. p.11

10 1 - Brand External Perceptions What does Imperial say abot itself most consistently throgh its website, and how does that messaging transfer into third-party conversations? Messaging on Imperial s website By reviewing the data, descriptions and stories pblished by Imperial on the top 100 pages of the crrent Imperial website, we fond more than 30 competing and complementary brand messages conveyed. The ones that occrred the most prominently or repeatedly are these, sggesting that intentionally or not, Imperial s own messaging tends to focs on descriptions of these three elements of its own brand: We are mission-focsed (changing needs of society, indstry and sch) We are world-class We focs on translation (or knowledge transfer) Resonance in the media Collected by analyzing references to Imperial throghot online news pblications dring early 2013, these are the top messages reaching people abot Imperial throgh news media: Imperial has experts in medical research Imperial is a top, world-class instittion Imperial has experts in science research The context of these news stories reveals that Imperial is commonly soght after for expertise, qotes and insight within science and medicine related stories and contextally introdced as one of the world s leading niversities. Top inflential sorces According to the prospective stdents we met (and verified by some staff), these are the most inflential forces shaping Imperial s brand perception externally: Leage tables are commonly cited as the biggest inflence on Imperial s perception UK poplar media also plays a role (Radio4, Telegraph, Gardian) Online discssion in prospective stdent forms helps solidify opinion that Imperial is a place of rigoros academic stdy (eg. StdentRoom, WhatUni, Stdential) p.12

11 1 - Brand Brand Gaps Imperial s internally stated brand goal is to become known as the MIT of Erope. Or research has identified that following brand aspirations (left colmn) and they are compared against the reality revealed by messaging analysis and adience interviews (right colmn). How does Imperial want to be known? Is Imperial known for it? A world-class research niversity, a global leader in an international science city. Yes and no. The calibre of Imperial s research is well-established, bt its reach is primarily throghot the UK, Erope, and parts of Asia, and does not enter into the list of worldwide higher edcation sper-brands 1 Empowering research environment providing academics with atonomy and resorces Rigorosly preparing almni for frther stdy, research, or employment Open for bsiness; poised to provide innovative research and consltancy for leading corporations No. While this environment exists, an incredible opportnity exists for the web to help people see and nderstand it. Yes. Imperial grads get jobs and/or perform well as postgradates. No. Select partnerships exist with significant ptake, bt there is an opportnity for steady revene streams to be realized once the services become known known to a broader adience. Responding with soltions to the world s greatest challenges Yes and no. Particlar adiences in indstry and higher edcation are aware of this, bt the grand opportnity for Imperial is to reach the average citizen with news abot the core activities taking place at the instittion, and, even more importantly, the reslts being generated. Activities sch as Fringe are a positive step, however, the core of Imperial s web presence can better serve the brand goal of reaching the pblic consciosness, and eventally inspiring the nation and the world. Based on the research presented here, we believe there are two main challenges to advancing Imperial s brand position along the desired trajectory: Becoming known in the UK as categorically distinct from Oxbridge, rather than as a second choice school to them. Imperial is aiming for a different types of stdents and academics than Oxbridge, and that shold be more broadly recognized. Gaining hosehold name stats otside of the UK, with perhaps a particlar emphasis on breaking throgh into the Americas. Gaining recognition among stdents and indstry leaders is critical for anchoring a broadly-acknowledged position as a global leader. The third section of this docment (Strategic Direction) otlines the opportnities Domain7 feels Imperial College London has to bridge these brand gaps on the web. It also contains the genesis of or recommended actions to accomplish this. Identifying Imperial s aspirations and measring crrent state is the first step in addressing these goals online. 1 Birds? Planes? No, colossal sper-brands : Top Six Universities top-six-6-niversities p.13

12 2 Adiences and Aims p.14

13 2 - Adiences and Aims As we ve seen already, Imperial has the overall aim of solving the world s great challenges. This is done by: Attracting the brightest minds to stdy, teach, research, and translate Creating the best environment for solving problems in a mltidisciplinary fashion Enforcing the highest standards in every discipline The first two how statements above are directly connected to how well Imperial does or does not commnicate to its stakeholders, as we will see below. In a commnication exchange, adiences are not to be viewed as passive recipients of information. A tre adience member is someone actively engaged in a relationship with Imperial. A tre adience relationship is symbiotic, where both sides benefit. On the web, these are the only adiences to engage: ones where Imperial and the sers themselves each gain a reward. What people care abot What yo have to offer What do people care abot that Imperial has to offer? What is at the centre of the above diagram for Imperial and their adiences? Those first two how statements are vital here. It is in Imperial s commnication efforts that these promises first start to be proven tre or ntre. We heard from all adience grops what their niqe needs were, and have docmented them below. Bt the overarching themes that weave throgh all adience grops reveal two major needs tied directly to the first two how statements: The best environment reqires efficient details: All grops we srveyed indicated a need for Imperial s niqe information to be commnicated in an easy-to-find, reliable and logical manner. These needs range from timetables, to camps maps, to internal memos, bt have this theme in common: the efficient details help enable them to perform their niqe tasks. This is core to the whole concept of providing the best environment. The brightest minds are attracted to an impressive brand: Each adience grop depends on Imperial to maintain its stats as an innovative, global, well-respected instittion. They are oriented to stats and expect this positive-association relationship to contine. This is core to what it means to attract the brightest minds. Sch attraction and retention can only take place when brand eqity remains high and wellcommnicated. Achieving Imperial s brand promise starts with commnication efforts that are adience-focsed. Show them yor ability to commnicate details efficiently, and it will help paint the pictre of a spportive environment. Show them yor ability to convey a top-tier edcation brand, and it will help attract the brightest minds. p.15

14 2 - Adiences and Aims Adience Profiles Who are the grops that comprise Imperial s adiences? External adiences: Prospective ndergradate stdents Prospective post-gradate stdents Almni Potential philanthropic fnders Media Indstry Parents of prospective ndergradate stdents Internal adiences: Crrent stdents Crrent staff (academics) Crrent staff (spport) p.16

15 2 - Adiences and Aims 1 Prospective ndergradate stdents Profile Forming a vision for their ftre from any information and impressions they can gather from a distance, this diverse grop of yong stdents have many qestions. What is niversity life like? What will my ftre be? What can this school offer me? Undergradates may not yet have a crystallized vision for their post-niversity life, bt are eager to step into life after secondary school. They are: Intriged by a glimmer of what their ftre cold be like I want to network and make good connections. I expect a really good degree. Drawn to what they see as a great setting to facilitate great growth I like the idea of living in Central London withot my parents. They have a hge swimming pool! Aware that hard work will be reqired of them Attracted by the prestige and stats of Imperial, especially the stats it wold confer on them by association with smart peers and a smart school One of the best schools in the world. What they want An athentic view of the school to confirm the reality of camps life and the stdent experience (incldes stdent stories, 3D tors, video walkthroghs, maps, etc) Reinforcement of their perceptions of Imperial as a London-based, high-stats instittion that lands grads in jobs Clarity abot corses and admission reqirements What Imperial wants Applicants who are a cltral fits: Brilliant thinkers, hard workers, ready to focs and collaborate, excited to invent. People who love their sbject matter. Bdding geeks who already tinker in their field. We need stdents who contribte to the ecosystem. We need stdents who add their ideas. - Staff member An increase in international enrollment: The best STEMB applicants from arond the world. Camps visits: More prospective stdents visiting camps Meet Widening Participation goals (UK-specific goals for recriting within certain socio-economic sphere), while fostering a genine love for science sbjects The ideal otcome Prospective ndergradate stdents see Imperial as a breeding grond for pioneering innovators and genis, and only apply if they are ready to become part of this niqe, brilliant cltre. A spike in reptation and an increase in qality applicants happens. The crrent obstacles Finding ot abot camps layot is difficlt Finding information abot one s faclty/discipline can be challenging Finding scholarship info is seen as difficlt Using site search Finding events and tochpoints (info days, open days, school days, fairs, tors, accommodation) is not centralized It was impossible to find what I needed. - Prospective ndergradate stdent I have a hellva time finding the otreach info. - Crrent staff member p.17

16 2 - Adiences and Aims 2 Prospective post-gradate stdents Profile A collection of proven, bright stdents who believe in their own potential and are matter-of-factly seeking the next steps. Specialized: Within their disciplines/fields, these are stdents who have stdied enogh to know their ideal speciality Seeking a step p: Many are choosing post-gradate stdies with the expectation of being valted to greater position within their professions or commnities Becase Imperial is so well known in West Africa, I hope to get my own engineering consltancy there after gradating. Seeking a top edcation: Almost all participants admit Imperial has been chosen becase of their place in the rankings. What they want Imperial to be better than the rest: These applicants are competitive in their research, and they expect a world-class experience from Imperial. This incldes the detail-level and the big-pictre level. A smooth research process: Post-gradate stdents are often employed while researching school opportnities, and benefit from an online experience that respects their time. They are seeking clear and straightforward: Application process (to be streamlined) Corse listings (to be searchable, browsable) Next steps and deadlines (to be clearly commnicated) Camps maps (to help yo navigate) What Imperial wants Increased nmber of applicants. Post-grad stdents are tremendosly valable to Imperial, as they: Contribte to research: Collaborate with professors dring their corse of stdies; their presence helps fnd contined research Contribte to specialization: Help Imperial with focsed, discipline-centric research Contribte sooner to visibility of the Imperial brand within the workforce The ideal otcome Post-grad stdents catch the vision of Imperial as a world-class instittion that will provide them the specialized, powerfl training they seek, and seek ot Imperial. Imperial lbricates their application process and contines to have access to a steady stream of qalified post-grad stdents. The crrent obstacles Imperial relies on third-parties to convey prestige: Imperial is world-class, bt this theme is generally reinforced throgh external and third parties. Imperial can take ownership of the theme and embody their top-tier stats in their own online approach, casting a clear vision throgh design and content Post-gradate application experience is sb-par: Prospective stdents report negative experiences with finding dates, corses, application info. This is an impediment for a vital stream of applicants. To encorage more applicants, a vastly improved experience is needed. p.18

17 2 - Adiences and Aims 3 Almni Profile These grizzled gradates may not all know each other individally, bt they possess the Imperial ethos that defines the collective: Resilient: These are people who have gone throgh a difficlt edcation, made social sacrifices dring their stdies, and come ot on the other side. Hard workers: Imperial bilt into them a relentless work ethic. It was the best in civil engineering, bt my friends and I said it was a lot of hard work and no fn. Expectant: Many almni originally chose Imperial on the promise of getting a job afterwards. What they want Commnity: Almni desire connections with fellow grads, to stay aware of developments and keep bilding their network. I need an effective network: I want to be able to develop effective relationships within my faclty and across disciplines. A reliable brand: Almni rely on Imperial to maintain its own brand integrity. They depend on Imperial contining to be well-known for great academic work. Imperial is spposed to be a keyword. Respect: Imperial grads gave a lot dring their time, and resent being asked exclsively for money (instead of other forms of contribtions, like time, network, and advice) As an almni, yo get the feeling they re only interested in the cash... What Imperial wants Ambassadors: Imperial desires almni who will speak positively of the school, and help grow its reptation Donations: Imperial seeks the financial spport of its almni The ideal otcome In an ideal ftre, Imperial and its almni represent each other well with mtal ambassadorship. Each grop helps bild the brand integrity of the other. Thriving connections between almni occr, both within London and throghot the world, self-initiated and Imperial-spported Best-fit contribtions: Beyond financial contribtions, almni are tapped for the contribtions that fit their own speciality an Imperial s needs The crrent obstacles Online commnity software that hinders flid connections: Many almni report being dissatisfied with the NetCommnity experience NetCommnity looks like the 90 s. Almni often perceive Imperial as soliciting donations too often or explicitly, and not focsing on helping Almni connect p.19

18 2 - Adiences and Aims 4 Potential philanthropic fnders Profile In 2013, the growth of the development department nder John s leadership will help Imperial paint an accrate, informed pictre of the major gifts fnder. For now, the philanthropic fnder of Imperial is a profile not well-nderstood. What they want Fnders are looking to contribte to Imperial, with varying motivations. Here are three that are seen in Imperial s major giving philanthropic base: Meaning: I believe my gift says something abot me and what I believe in. This is in corporate and personal contexts alike. Advantage: I want to get ahead, or to be seen as leading, and my contribting helps me achieve that. Pleasre: I love the grop of people I am part of as a fnder, and I see the impact of my money on the overall work. I love it. What Imperial wants Stable operations: Enogh fnding to maintain operations and prse excellence The ideal otcome Donations are seen as visibly beneficial: In the ideal otcome, Imperial s fnders find their philanthropy to be tremendosly beneficial. Their investments in themes like science, innovation and collaboration begin to ripple throgh the UK. Donations are tailored: Throgh bespoke and specialized giving opportnities, fnders are able to donate to specific aspects of Imperial that give them the biggest personal reward. Donations increase growth: Imperial is eqipped to grow and contine providing its top-notch edcation, research and translation services The crrent obstacles Most major giving does not take place online. The crrent obstacles confirm the mindset: the concept of higher-ed philanthropy is not as widespread in the UK. With the shift away from government fnding, private sector donors are now needing to be edcated abot the opportnity and the need. p.20

19 2 - Adiences and Aims 5 Media Profile Jornalists and newswriters throghot the UK, the world and the web. Aiming to cover health news, research breakthroghs, and other newsworthy annoncements that affect or interest their readership. Inflenced by bzz-worthy topics in the web commnity. What they want Newsworthy stories: Items deserving of their readership s attention, especially with ample lead time and possibly exclsivity Access to experts: The ability to contact and interview relevant sbject matter experts abot the topic at hand Relevant pitches: When being sent press releases, jornalists appreciate tailored, relevant sbmissions that reflect an nderstanding of the pblication s adience and speciality Web bzz: If a story has picked p momentm in inflential online commnities, this can act as early testing to indicate its potential poplarity in mainstream pblications What Imperial wants To inflence perceptions positively: The dedicated media team aims to help craft or shape a positive reptation for Imperial throgh poplar media. This incldes aiming for pblications that are prestigios, niche, or otherwise inflential in poplar cltre, to help Imperial s research become more visible. We d be voiceless if Imperial s media team disappeared. To foster nity in messaging internally: If other teams were to atonomosly prse their own media relations, the central Imperial brand message might be dilted. To help their researchers have a greater impact: Whether it s increased fnding or stdent applicants, media coverage can greatly benefit Imperial s research teams. We love it when we get positive feedback from the researcher or department or stdent, telling s something positive happened to them de to or work in the media. The ideal otcome Citizens of the world begin to know and trst Imperial as an instittion with credible, impactfl research. As jornalists find it easy and rewarding to interact with Imperial, stories abot the school s research flidly find themselves in inflential pblications. The natre of Imperial s research becomes prominent and well-known, worming its way into general cltre. The crrent obstacles Research and stories are not necessarily centralized or prominent Difficlt to find a centralized directory of experts p.21

20 2 - Adiences and Aims 6 Indstry Profile The UK and the world economy thrives on bsinesses that demonstrate vale, profitably and innovation. A forward-looking bsiness is in need of partnerships that will expand their expertise, share and streamline their innovations. Imperial spplies the infrastrctre and insight to spport indstry innovation. What they want Partnerships: Access to collaborative efforts with Imperial s researchers can help grow their own teams and talent Training: Being able to rely on Imperial s ctting-edge edcational programs can be help improve the knowledge of their own exectives and employees Conslting: When indstry gains access to the advice and resorces of Imperial s experts, they can act with great confidence and precision. Ideally, any researcher who has a great idea can qickly find someone to talk to abot that idea. Employees: Stdents gradating from Imperial can spply vital new blood and p-to-date talent to the workforce Investment opportnities: Many of the spin-ot companies and technologies emerging from Imperial are worth considering for investments What Imperial wants Translation: One of the college s main mandates is to offer research that gets translated. That is, made applicable for real-world se. Partnerships with indstry is one way to flfill this mandate. Profit: By opening p Imperial s innovations, talent and training as saleable revene opportnities, Imperial can grow profits to fnnel back into its core mandate of research, edcation and translation Connections: Fostering better collaboration between academics and indstry helps the above two goals happen on a more reliable basis We have to face inward to academics AND be eqally sefl and ser-friendly to indstry. The ideal otcome Indstry finds their needs met by a responsive, available Imperial. An economy thriving based on an intertwined relationship between stdy and commerce, between research and retail, between Imperial and indstry. The crrent obstacles Unclear commnication of opportnities: It is not clearly shown that these options are available for varios aspects of indstry and academics The website isn t friendly for the nascent inventor Competing priorities: There are many options fighting for a ser s attention. The indstry section can t be jst a fight for sign posts p.22

21 2 - Adiences and Aims 7 Crrent Stdents Profile Crrent stdents at Imperial are immersed, expectant and prsing balance in the activities of stdent life. They are: Immersed in Imperial: These are individals who see their present time at Imperial as their sole focs. They are not necessarily thinking of ftre goals, bt simply taking advantage of the present challenges, opportnities and life moments Still want the best: Having been promised a top-tier edcation, they carry this expectation with them dring their time in attendance. Managing social and academic: Their attention remains split between social and academic prsits, between hard skills and character development. I ve come ot of my self here. It s small enogh yo can grow, make friends, and yo re thrown in right away, with a mix of people. What they want More organized information: Stdents desire easier, more organized access to information. Timetables, exam schedles, scholarships were cited as examples of info that cold be easier to find. The college has not decided how it wants to se its website. A commnication tool? An information repository? Better commnication: Stdents report feeling left in the dark regarding the reasons for camps-related decisions, paired with an overabndance of . There seems to be a desire for commnication that considers the adience s needs. Balancing independence with assistance: Stdents expressed appreciation of a service style that respected stdents sense of initiative, bt also provided the necessary help: If yo need help, yo will get help. Bt they are not going to help at every corner yo trn. Which is probably good. They need to give s a balance between signposting and being too in-yor-face. What Imperial wants Satisfied stdents: Throgh feedback srveys and other mechanisms, Imperial hopes to improve the overall stdent experience Top-tier services: By looking to other instittions, spport staff aim to provide levels of services that compete with the best The ideal otcome Stdents are enabled to do their best work and development in a spportive environment. Staff provide clear commnication, and stdents express satisfaction with their experience. The crrent obstacles Cltre and commnication problems. Both sides of this stdent/staff relationship express misnderstanding abot each other s roles. Some stdents feel the college is really against people. That s not tre, bt the college is not really good at commnicating what it s doing. - stdent Stdents are particlarly demanding and they re aware of that. - staff member Its not a navigation isse, its a cltre isse and internal commnication isse - staff member Decentralized web editing leading to a clttered info-finding experience Someone head of a department jst fills ot the website, they are not a web designer or a writer. They jst pt stff there, thinking it is sable. It wold help if there was a clean framework for how to promote and give stff to stdents. - crrent stdent p.23

22 2 - Adiences and Aims 8 Crrent staff (academics) Profile Academics at Imperial are one of the core resorces in the college s offering: smart, motivated thinkers condcting edcation and research. What are they like? Enabled: Staff at Imperial enjoy an environment of spport and collaboration, and want to contine to be srronded by excellence-indcing colleages. I m srronded by people who enable me People with energy, pt together, generate an explosive otcome Employees: Many academics perceive their job as jst that: a place to perform work they love in exchange for a wage. I came here becase this is where I did my ndergrad, and there was a swimming pool. Knowledge-bilders: Academics are keen on transferring knowledge to the next generation, helping develop both the minds and character of stdents. [Their analytic skills] are why they can be employed anywhere, even otside of their fields of stdy What they want Collaborative research: Academics seek a collaborative environment, where they can collaborate (with Imperial academics and external academics). This incldes: Efficiency: Being able to connect with and contact fellow researchers Spport: Contined fnding to perform said research Brilliant postgradate researchers: Academics want to attract the best stdents to their programs, and need the web s help to do that Professional visibility: Academics want their research to be pblished, cited, and talked abot, which incldes presenting it in a compelling and cstomized way online. Improved reptation: By pblicizing Imperial s research and great work, academics want the school to become more visible, talked-abot and soght-after. This inclde We re closer than we think to being seen as the UK s MIT, we jst don t celebrate it. What Imperial wants To spport their research: Imperial benefits tremendosly from research performed at the school, and wants to contine to enable it with a wellmanaged brand and consistent fnding The ideal otcome Throgh spportive systems and commnication internally, academics are able to perform their best work; pblish their research online in a way that attracts fnding, citations, and researchers; and contribte to the global reptation and contined thriving of Imperial. The crrent obstacles Internal commnication: Academics find it challenging to stay in tne with developments and people throghot the college. It s embarrassing that we don t know people in or department, nor can we find ot what they re doing; there is an internal commnication and web isse. There are people reinventing the wheel all over the place External relationships: Academics feel like they are not as accessible to the otside world as they wold like to be People from other niversities don t find or experts when they search The website is the entrance point to the school, it needs to be top qality to reflect that we are. p.24

23 2 - Adiences and Aims 9 Crrent staff (spport) Profile Provide the non-teaching/research services reqired for the overall prospective/crrent stdent and staff experience at Imperial to be an enjoyable one. The ot-of-the-spotlight team that helps the niversity to rn smoothly. The better they do their job, the less they are noticed The less interaction they have with s the better: no late corsework no doble booking, the better. The more things that go right, the happier they are. What they want The tools to stay ahead of the crve, providing the best qality of service to prospective and crrent stdents, academics and other spport staff Reasonable delivery expectations for size of their spport team What Imperial wants Engaged, empowered, and prod staff, providing excellent service World-class spport services The ideal otcome Administrative, logistical, recritment, networking, and personal spport service tasks are performed at a high level that: encorages prospective stdents to choose Imperial gradates well-ronded stdents prod of Imperial empowers staff to make a deeper, wider global impact. The crrent obstacles Organisational matrity Imperial College London s relative yoth as an independent instittion (2007) manifests itself most strongly in the spport services realm. While academics and research are well-established, offerings to spport donors, almni, crrent, and prospective stdents are still catching p to reach the bar that a school of Imperial s prestige warrants. Narrow focs Prodcing gradates who are prod of their Imperial experience will reqire a broadening of perspective where the training that academic rigor provides is balanced ot by addressing their holistic needs (relational, intitional, accessibility, etc). We nderstand crrent initiatives are nderway to do this. Commnication systems As the organisation matres and focs broadens, effectively reaching the staff and stdent commnities to offer services is the next great challenge. Crrent commnication and organisation systems are not efficient or well connected Stdent expectations Stdents are demanding, expecting 7-day-a-week availability of services, and nrealistic trnarond times Team size In light of the high expectations, spport teams are not scaled to meet demand In terms of nmbers of staff, we have 14, compared to 70 [at a comparable instittion] p.25

24 2 - Adiences and Aims 10 Parents of prospective ndergradate stdents Profile Believe in the power of a great edcation for their children Focsed on post-degree reslts (jobs, ftre edcation) Place heavy stock on higher edcation brand vale Leage Table reslts are very important in their decision making What they want To feel comfortable that they re making the right choice in sending their children to Imperial To have access to the people, information, and facilities reqired to make a decision between schools What Imperial wants Parents spport: Be it financial (in the form of tition fees) or simply symbolic (in the form of encoraging their children to attend), a parent eqipping their child to seek ot Imperial College London means increased revene for the school. The ideal otcome Parents are provided with all the information and interactions they need to feel comfortable that Imperial will provide an edcation that sets their child on a path towards sccess and flfillment. The crrent obstacles Lack of a welcoming on-camps feeling for drop-in visitors No admissions office to greet or answer qestions General closed feeling to camps I sed to wonder if I cold go in or not, if I was allowed Lack of commnication in the time between acceptance offer and freshers week They don t hear from s for months p.26