The challenge
This Russell Group university had recognised the need for a step change in its marketing and communications capability to support its ambitions nationally and internationally, anticipating an ever-increasing competitive intensity in its core markets. Quadrant was appointed to conduct a review of Durham University’s marketing and communications function and specifically with regard to its structure, skills and resources
What did Quadrant do?
Early work covered best practice and benchmarking, ‘Gap Analysis’, and ‘Options for Change’. Quadrant was then commissioned to provide further support in implementing the agreed change programmes, including:
- Development of an overarching and subsidiary propositions for the university’s different stakeholder groups, following a major international reputation review research programme
- Creation of a marketing planning system, to enable the development of marketing strategies, plans and activities for and with academic departments
- Development of a new marketing and communications operational approach and structure
What was the breakthrough for Durham University?
International research provided a clear steer as to how Durham needed to improve its awareness and reputation, and was the foundation for a compelling proposition for the university. Marketing and communications was recognised as a key function in developing a renewed institutional strategy.