In February, Deputy Vice-Chancellor (Corporate Engagement and Advancement) Professor David Wilkinson initiated a University-wide review of marketing. The purpose of this review was to assess how effectively​ the current marketing function serves the needs of the University, and all its component parts, to achieve its objectives and aspirations as outlined in Our University: A Framing of Futures.

An independent review panel was formed to interview key stakeholders, consider written submissions and assess the current structures, processes and resources. Over 60 staff were engaged in the process through interviews and focus groups, and a number of written submissions were received through an online call for submissions. In addition, marketing industry experts were engaged to review and advise upon our current structures, resourcing, outsourcing and business practices.

The review is now complete, and the reports, recommendations and proposed plan to address the recommendations were discussed at length and endorsed by the Executive Group at its most recent meeting. Since then, the review’s top-level findings have been communicated by Professor Wilkinson to staff in the central Marketing Unit, as well as staff in faculties, offices and controlled entities via a series of presentations.

Through work commissioned and conducted over the last 12 months we now have good data on the University’s brand health, reputation measures, media reach and student recruitment metrics. While some of this is working well, and many improvements are evident, there remain several opportunities for further improvement. Consultation is currently taking place about how best to achieve these changes and improvements to fulfil our goals.

Broadly, some key priorities need to be addressed promptly. These include consolidation and rationalisation of the many external providers of marketing, media and public relations services across the University; development of a comprehensive institution-wide marketing strategic plan, design and development of a ‘group marketing’ approach that will provide coherence and alignment across all parts of the University, and some reframing of marketing expertise. There will be a focus on strengthening the Future Students Team.

This work will take months to complete and will involve input from colleagues across the entire institution to get the design right. Engagement forums will be run approximately monthly, and the Executive Group will be actively engaged throughout.