Working Together. Marketing and. Communications Strategy. October Uncontrolled Copy. Marketing and Communications Strategy

Transcription

1 Marketing and Working Together Communications Strategy October 2016 Borders College 04/10/ Working Together

2 Marketing and Communications Strategy Vision 1.1 The College will ensure that all marketing and communication is appropriately targeted, effective and free from any bias. 2.0 Introduction and Context 2.1 In its Strategic Plan , the College has set five Strategic Goals, relating to: Respond to the needs of our region Deliver successful outcomes for all learners Provide a high quality College experience Grow our business Build sustainability Each Strategic Goal has a number of agreed Ambitions, giving more specific outcomes which the College wishes to achieve. 2.2 To support the goals and ambitions, the College has agreed a set of ten strategies relating to: Learning and Teaching Learner Engagement HR and Organisational Development ISLT Employer Engagement Access and Inclusion Estates Marketing and Communications Finance Procurement 2.3 The College is committed to its obligations under equalities legislation and as such will ensure that communications and marketing fully supports our Access and Inclusion requirements and will not discriminate on the grounds of any protected characteristic. Borders College 04/10/ Working Together

3 2.4 The College believes that, in order to support sustainable learning and teaching, an appropriate strategy for marketing and communications is essential. To achieve this, the College engages with key stakeholders, including the local community planning partnership, local employers, staff, learners and schools. 2.5 To support the Strategic Plan and to ensure the development of effective marketing and communications, this document sets out specific objectives and targets applicable to College in the period Strategy Themes and Objectives In supporting the Strategic Themes and Outcomes, the College has identified five themes within this strategy. They are: 3.1 College Brands 2, 3 & 4 of the Strategic Plan With regard to College Brands, the College will: Ensure that the range of corporate and internal College brands is effective and appropriate Maximise the impact of College brands by ensuring that they are appropriately and effectively targeted Ensure that the corporate brands of the College retain a strong identity across the organisation. 3.2 Marketing 1, 2, 3, 4 & 5 of the Strategic Plan With regard to Marketing, the College will: Produce an annual marketing plan of events and activities to support the ambitions of the Strategic Plan Continue to develop and embed current and emerging technologies both off- and on-line to promote the College. Borders College 04/10/ Working Together

4 3.2.3 Ensure that all marketing material supports and promotes the College s commitment to delivering its agreed outcomes in relation to access and inclusion Continue to encourage a College culture where marketing is the responsibility of all Recognise and celebrate the success of the College, its learners and workforce to enhance its reputation and raise aspirations Ensure the provision of an appropriate marketing service to support the various curricular, business development and support departments internal priorities and initiatives within available resources. 3.3 Market Research 1, 2, 3, 4 & 5 of the Strategic Plan With regard to Market Research, the College will: Review and develop processes and procedures for conducting market research to determine demand for new areas of the curriculum and business development Support activities to enable a fuller understanding of stakeholders perceptions of the College to inform future developments Continue to seek the views of current and potential learners to provide the College with an accurate understanding of their experience and to shape future improvements. Borders College 04/10/ Working Together

5 3.4 External Communication 1, 2, 3, 4 & 5 of the Strategic Plan With regard to External Communication, the College will: Customer services standards, including both written and verbal communication, should be professional and consistent across the College Ensure that all external communication is appropriate, clear, concise and timeous Make effective use of appropriate networks and partnerships to ensure that the College is involved in local and national priorities and initiatives Ensure all necessary statutory returns are accurate and returned by required dates Respond to relevant consultations and circulars to ensure that the College s views have the opportunity to influence decision making All curricular and business development areas maintain and develop effective working relationships through appropriate employer and stakeholder engagement Utilise appropriate media to communicate effectively with our external stakeholders. 3.5 Internal Communication 2, 3 & 5 of the Strategic Plan With regard to Internal Communication, the College will: Ensure that communication with both staff and learners is appropriate, clear, concise and timeous Maintain a formal committee structure involving both staff and learners which ensures effective two-way communication across the organisation Consult with learners to ensure they are influencing their own learning experience. Borders College 04/10/ Working Together

6 3.5.4 Ensure staff and learners have the opportunity to be consulted with and involved in the wider life and development of the College Use an appropriate range of media to communicate effectively with all our internal stakeholders Support and encourage teamworking within and across departments to ensure the delivery of the College s vision, values and behaviours. 4.0 Responsibilities 4.1 The Board of Management is responsible for setting the strategy. 4.2 The Vice Principal: Quality and Innovation is responsible for ensuring the achievement of the outcomes of the strategy. 4.3 The College Management Team is responsible for ensuring the implementation of the strategy. 4.4 The Head of Student Services is responsible for ensuring the delivery of the associated marketing plan, appropriate PR activities and liaison with the various media platforms. 4.5 All College teams are responsible for supporting the delivery of the objectives and targets of this strategy. Borders College 04/10/ Working Together

7 5.0 Monitoring and Review 5.1 The College Management Team will receive monitoring reports in accordance with its meeting cycle. 5.2 The Senior Management Team will monitor and review progress through self-evaluation reports and will make recommendations for adjustment to the Head of Student Services where appropriate. 5.3 The Strategy will be monitored and reviewed annually by the authors. 6.0 Related Documents 6.1 Strategic Plan Learner Engagement Strategy 6.3 HR and Workforce Development Strategy 6.4 Social Media Policy & Procedures 6.5 Access and Inclusion Strategy 6.6 Customer Services Policy 6.7 ISLT Strategy 6.8 Data Protection Policy 6.9 Information Security Policy 6.10 College Website, Intranets and Social Media Pages 6.11 College Committee Structure 6.12 BCSA Strategy Borders College 04/10/ Working Together