2009 Operational Plan 6

ANU College of Medicine, Biology & Environment ANU College of Physical Sciences Joint Administration Group: Marketing & Development Marketing & Development Operational Plan 2009 Approved by Joint Colleges Executive June 2009 facsci_groups:Marketing and Development:Administration:Organisation:Planning:4 Operational Plans:2009 Operational Plan 6.xls JAG MD Operational Plan 2009 Operational Area Operational Goal Implementation Date How will it be achieved How will it be measured Date of Measure Meets ANU / CMBE / CoPS / JAG MD Meets CoPS /CMBE objectives for increased HDR enrolments, and supports client requests from SoB / JCSMR / Fenner Meets CoPS /CMBE objectives for increased HDR enrolments, and supports client requests from SoB / JCSMR / Fenner Meets CoPS /CMBE objectives for increased HDR enrolments Supports Client Service requests from SoB and RSAA. Supports ANU SRI for our expertise in India - Kolkatta International Mid Year Update / Progress Comments Meet international agent and attend recruitment fairs to recruit HDR and fully funded students. Conduct initial student screening Recruitment applications. February / March Attending recruitment exhibition in combination with interview with students at the February / agents offices / visit September planned September Target Audience Attending IGEC Roadshow in Saudi (Dammam / Riyadh / Jeddah). Partnering with ANU SRI where practical. Increased HDR applications and subsequent enrolments december International HDR IGEC Exhibition UAE (Sharjah / Abudhabi / Dubai) Jordan (Amman) In conjuction with SRIE Middle East (Saudi / UAE / Jordan) International HDR/UG/GradC International Gov International Gov Collaboration with other Colleges and SRI to achieve shared goals maintain presence within existing markets Research new and emerging market opportunities to ensure diverse international Development profile and limit risk Create awarenss with International Agents about SMH courses and research April India (New Delhi / Kolkatta / Pune) Communicate shared objectives and agree planned approaches. VIsIt Singapore NUS / Attend AUSED Visit Visit New Zealand Visit newly identified markets in conjunction with SRI (including Jordan / Libya / Tehran / Pakistan) ongoing August tbc number of collaborations undertaken. Feeback from stakeholders ongoing applications ongoing applications International HDR/GradC Meets CMBE / CPS needs Meets needs of Psychology International HDR/UG/GradC HDR/GradC/UG June JAG MD Strategic Plan International HDR/GradC International HDR/UG/GradC may production of international print feedback from SRI and and web tools agents Liaise with ANU SRI and build relations with Canberra based embassies By constant update of any changes and educatiing counsellors through websites and newsletters of new courses and updated research Evaluate the use of current agents and develop new systems and standards for identifying and managing agency relationships Working in conjunction with other Colleges and SRI develop a program of events for top agents december JAG MD Strategic Plan Identify and engage with international study counsellors & Govt Scholarship providors ongoing Use agents and agency activities more effectively to expand presence in select markets Review existing agent relations and continue to build new relations. enquiries received from targeted embassy staff december JAG MD Strategic Plan International HDR/UG/GradC All year JAG MD Strategic Plan International HDR/UG/GradC Number of new agents engaged. ongoing ANU SRI Reviews Invite key international agents July and to an On Campus experience November feedback from SRI and agents december JAG MD Strategic Plan International HDR/UG/GradC facsci_groups:Marketing and Development:Administration:Organisation:Planning:4 Operational Plans:2009 Operational Plan 6.xls JAG MD Operational Plan 2009 Operational Area Implementation Date Date of Measure Community Engagement Target Audience AUG/Hon/T Operational Goal How will it be achieved How will it be measured Schools Engage with top 5 schools in each state/territory February April (in conjunction with Target Schools Link VCE Expo) April (in conjunction with VCE Expo) April (in conjunction with SRI visits) Engage with top 10 feeder schools in each state/territory Engage with science/medicine/health teachers Communicate with schools via email and post. Offer visits, talks and responses received. ScienceWise subscription. Visits organised Coordinate visits with other recruitment activities AND provide SRI on which schools to target visits conducted Melbourne PLC has extended an invitation for Science @ ANU to talk to students. (email in Student Recruitment – 2009 – Melbourne Outlook folder). Friends School in Hobart requested school visit, specifically from Fenner and/or RSES. See email in Student – Coordinate visits with other recruitment activities AND provide SRI on which schools to target Partner with CSIRO Discovery Centres to distribute SMH information via teacher info packs Partner with Questacon to distribute SMH information via teacher info packs Partner with ACT science educators (SEA ACT) to provide SMH based PD for science teachers on campus November Meets ANU / CMBE / CoPS / JAG MD Meets CoPS objective – to maintain the valuable connections to the local secondary sector. Mid Year Update / Progress Comments UG/AUG/Hon November UG/AUG/Hon November UG/AUG/Hon November February visits conducted number of packs requested by centres number of packs requested by centres november Meets CoPS objective – to maintain the valuable connections to the local secondary sector. UG/AUG/Hon/T UG/T november UG/T november T november Meets MSI, Fenner and RSES Client Support Summary requests UG / T ongoing ongoing Identify, document and communicate with maths and SOSE teachers in schools august ongoing Identify state associations, or contact via phone and email. database produced and communications sent july july Science Wise distribution promotion ongoing subscriptions to Maths and SOSE teachers received Engage with the 30 IB schools in Australia. Communications and Visits. Ambassador visits during semester home visits. UG / T november Engage with IB students Enhance promotion of PhB, BSc (Advanced) and Honours programs in metropolitan areas June Follow up requests and visit requests. november Meets JAGMD objective utilise Marketing Intelligence to underpin our activities (as suggested in RL Market Research.) Meets CoPS objective Promotion of Science @ ANU as the university for informed scholarly learning and research. AUG/Hon July New DL/tri-fold for PhB is required. Dispatched to Top Schools. Handed out to visiting Schools. Feature in SRI newsletter. enhanced enquiry levels November AUG/Hon facsci_groups:Marketing and Development:Administration:Organisation:Planning:4 Operational Plans:2009 Operational Plan 6.xls JAG MD Operational Plan 2009 Operational Area Implementation Date Date of Measure Community Engagement Target Audience Operational Goal How will it be achieved How will it be measured Improve profile of PhB and BSc(Adv)(Hons) program on science web site. Visit identified key target areas: New Zealand Visit identified key target areas: Adelaide Visit identified key target areas: Brisbane Improve recruitment activities for Honours, Coursework and HDR (RL) Meets ANU / CMBE / CoPS / JAG MD Meets JAGMD objective define key market segments and articulate effective integrated marketing strategies for each. Mid Year Update / Progress Comments AUG/Hon October Conduct Market Research to inform future engagement strategies april Broaden the skills and understanding of science, medicine and health programs across ANU april Work with SRI. See NZ report on O Drive (Student Recruitment – 2008 – Domestic – Trip reports for detail). Work with SRI and include UG and Hons recruitment. Work with SRI to coordinate CoS involvement in Brisbane activities. RL Market Research suggests exploring the untapped Honours student market in Sydney, by promoting the quality of our PhD programs. Move Hons and PhD Information Evening to October, in line with other ANU Colleges. Open event to members of the general public, keeping in mind that this event is meant to be a replacement of the SRI Graduate Information Evening in the second half of the year. increased enquiries for this region increased enquiries for this region increased enquiries for this region UG November November November Meets JAGMD objective Promotion of Science @ ANU as the premier venue for informed scholarly learning and research. UG/Hon UG Hon/HDR Hon/HDR quality and quantity of enquiries produced Novmeber survey current undergraduate students, and future students informed across Australia. Partner with CSIRO, communications CPAS and ANU MO where possible. planned for next year Jan-10 UG / HDR april Inform and Influence ANU on CMBE/CPS agendas ongoing Conduct training session for ANU SRI recruitment staff Participate and contribute to central committees and meetings. Formation and chair of Marketing Managers Forum. Encouraged DoI to start joint web / video steering group. feedback from participants To have a complete team of Science Ambassadors Student with interests covering all Ambassadors science disciplines. january ability to influence central ongoing Feedback from event Approach current ambassadors to organisers and assess team numbers for next year. academics. Keep track If all disciplines are not covered of requests for invite other students to join team ambassadors to attend starting with students who have events. Keep track of expressed interest via email. ambassador work. august UG / AUG facsci_groups:Marketing and Development:Administration:Organisation:Planning:4 Operational Plans:2009 Operational Plan 6.xls JAG MD Operational Plan 2009 Operational Area Implementation Date Date of Measure Community Engagement Target Audience Operational Goal Promote SMH to greater Australia beyond ACT bounderies How will it be achieved How will it be measured Community january Support Questacon in promotion of Science Circus to rural and regional increased enquiries Australia. Circus taking SMH from rural and regional information packs on the road. areas covered. ongoing ANU Central Support april Engage with Remote communities Showcase SMH@ANU to general public ongoing ongoing Respond to SMH enquries from Science Wise subscribers Science Awareness Partners Engage with Science Teachers and future undergraduate students ongoing Run Science event at Young, NSW Engage with Isolated Children’s Parents’ Association of Australia (www.icpa.com.au). Investigate advertising options in their publication, Science Festival events, Science Week events, Public Lectures showcase leading research by working with JAG RO to identify and develop media stories on leading research offer enquirers on campus experience or video pack CSIRO Green Machine - maximise opportunities to promote ANU. Targeting Sydney and Melbourne. school feedback and future enquiries june Meets ANU / CMBE / CoPS / JAG MD ANU objective - promotion of university study to disadvanted and rural communities ANU objective - promotion of university study to disadvanted and rural communities ANU objective - promotion of university study to disadvanted and rural communities Mid Year Update / Progress Comments UG feedback from advertisement and general enquiry tracking july event feedback ongoing UG C ongoing number of media stories published ongoing quantity and quality of enquiries and feedback survey ongoing C/Gov/Ind T/Gov JAGMD objective - work with internal and external stakeholders to achieve objectives. JAGMD objective - work with internal and external stakeholders to achieve objectives. UG/T january action plan targets met quarterly Industry Highlight SMH study at the body of Australian Science teachers conference Continue Student to Industry Program. Connect Honours and Research students to business start up concepts Coordinate outreach to schools january ASI RioTinto Big Science - maximise opportunities to promote ANU action plan targets met november UG/T tbc may Expo booth at CONASTA conduct two programs in conjunction with partners Run Commercialisation and Innovation workshop for PhD and Honour Students Liaise with SRI and host 4 Joint Colleges Outreach meetings with academics and admin staff Partner with ANU central to provide info event during Science Week. Promote SMH exchange opportunities with partner Univerisities feedback at event and subsequent enquries tbc feedback from industry and students july feedback from attendees and business partners july effective coordinated activities T UG/I HDR / I june UG / T november ongoing Promote student mobility options to current SMH students august enquries received and exchanges undertaken Jul-10 Supports RSAA and RSC international exchange / study facsci_groups:Marketing and Development:Administration:Organisation:Planning:4 Operational Plans:2009 Operational Plan 6.xls JAG MD Operational Plan 2009 Operational Area Implementation Date Date of Measure Community Engagement Target Audience Operational Goal Increase government agency visibilty and promulgate brand reputation Continuous updates to Raisers Edge Develop and maintain Alumni Relations Web Pages How will it be achieved partnering with CECS and CELO to develop key stories, government briefing packs and breakfast seminar series Liasing and Collaborating with Raiser's Edge Database Manager Preparation via DreamWeaver and continuous updates as of events, enewletter, etc. Liaising and Collaboration with Raiser's Edge Manager and validation of correct distribution from a Sub-Dean * Distribute E-Newsletter with links to ScienceWise when new edition of ScienceWise printed * Develop CMBE CPS Alumni engagement through surveys * Promote ANU's CMBE and CPS Events, RSS feeds, Central Alumni Office, and Programs and short courses for post * Inviting appropriate alumni to be ambassadors at events, and professional development activities, etc. * Investigate development of Physics/Astronomy Honours Scholarship to be announced at launch of Questacon Astranomical Clock * DL Flyer for supporting donations * Invite all Alumni, PhD, and Academics from Physics and RSAA * Catering as appropriate How will it be measured Government Alumni Relations july january feedback from participants and further enquries and information follow up requests december * Feedback and successful searchers * Timely data delivery ongoing Uploading of Alumni Web Pages Meets ANU / CMBE / CoPS / JAG MD Mid Year Update / Progress Comments Gov Supports ANU and IPH initiatives A A ongoing A january Validate Alumni records to new college classificatons CMBE and CPS ongoing Sub-Dean's validation december Support ANU Provide communications to Alumin to keep them informed and engaged january CMBE CPS Alumni Ambassadors ongoing * Feedback from Alumni * Increase in Alumni registrations and updates may Feedback from Alumni Ambassadors and number of events attended december A JAG MD A JAG MD A.C.T. Alumni event and integration of potential scholarship endowment development May * Feedback * Successful event outcome * Donations to Honours Scholarship december A JAG MD Investigate development of named email addresses for CMBE / CPS Alumni may * Service requested by Alumnus * Feedback and because anu email address is secure continuation of unlike yahoo, gmail accounts. Societies Scholarships and Prizes A july JAG MD facsci_groups:Marketing and Development:Administration:Organisation:Planning:4 Operational Plans:2009 Operational Plan 6.xls JAG MD Operational Plan 2009 Operational Area Implementation Date Date of Measure Community Engagement Target Audience Operational Goal Investigate opportunities to engage with Gen Y Alumni - Dean's Young Alumni Dinner july How will it be achieved * CBE to assist with lecturer in Finance, Business Management or Economics to deliver a professional development lecture for our Alumni CMBE and CPS to reciprocate * Invite all young CMBE CPS Alumni to lecture * Invite Honours and prize winning Alumni w How will it be measured Meets ANU / CMBE / CoPS / JAG MD Mid Year Update / Progress Comments * Feedback from Dean, Alumni and business leaders August * Feedback from Alumni and others at Reception * Successful networking and engagement of Alumni December ANU / CBE Support A International Science Alumni Networking Reception with CBE October Nurture existing relationships with established CMBE and CPS Associations and Societies On-going Investigate National Science Alumni Networking Receptions *Target Singapore to coincide with recruitment drive in established market * Develop educational seminars * Keep in touch with Associations and Societies via their web sites and internal ANU members * Assist these organisations as relevant opportunities arise * Ensure continued acknowledgement where appropriate for donors of Scholarships and Prizes * Target Melbourne to assit Tim Wetherell's engagement with handson Science Institute * Target Canberra to assit Tim Wetherell's Astronomical Clock Installation Event Target Auckland and Wellington New Zealand - Auckland because contact made and Wellingt A ANU / CBE Support * Feedback and continuation of donations for Scholarships and Prizes ongoing A JAG MD A JAG MD facsci_groups:Marketing and Development:Administration:Organisation:Planning:4 Operational Plans:2009 Operational Plan 6.xls JAG MD Operational Plan 2009 Operational Area Operational Goal Implementation Date How will it be achieved Targeted multimedia support - print and web-based advertising and strategic publications. Streamlining communications with College areas, building standard processes and content checklists. Educating and actively supporting College staff in streamlining print and web materials Developing procedure, timelines and publications matrix. Utilising appropriate media, in consultation with ANU MO and SRIE to produce effective campaigns in support of campaigns. New “virtual page” system to allow for shorter URLs in printed media. Sourcing content from across the Colleges, contractors, and public libraries (eg. Shutterstock). Exploring sources for audio/video content. Standard processes and checklists for initial engagement with clients. Bi Annual inventory stock take. Automated inventory control and unique publication ID and issue ID. engage video production company, partnering with ANU MO and DoI integration into new College level pages and into newly created Research school pages with collaboration with ANU MO and DoI, and conducting market research. Build templates and roll out with Schools as ready. Secure agreement of Executive, collaboration with JAG IT, DoI and ANU MO. Scope out requirements, Conduct Market Testing. Define Timeline and Resources. reviewing common data and information needs. Collaborating with DoI and Schools How will it be measured Date of Measure Meets ANU / CMBE / CoPS / JAG MD Multimedia Target Audience Mid Year Update / Progress Comments To assist the Colleges, and through them the broader University, in meeting student recruitment goals through the Print & online provision of relevant and media production timely multimedia support. ongoing To enhance the Colleges ability to respond to shifts in the market through developing and disseminating appropriate and concise multimedia information and materials. April Specific advertisng and outreach campaigns Production of appropriate materials and subsequent increase in student recruitment across College disciplines. Web traffic analysis. Number of emails to science.enquiries. november ANU / CMBE / CPS reduction in quantity of printed leafets. Increase in number of integrative publications. Publications matrix and july and procedure being adhered to. november CMBE / CPS Increased market segment penetration and brand recognition. ongoing feedback from clients and metrics from day, week and web hits where appropriate. monthly CMBE / CPS All To decrease production times by having ready access to Multimedia library reuseable materials. April Publication control and distribution New Media / Video Web Development Manage inventory system, document release control and distribution. July Develop Video content for multiple distribution channels and target audiences August fully transition undergraduate teaching pages from the faculty of science ongoing develop best of breed web navigation structure for research schools and themes Database in place and new content being added july and november CMBE / CPS All client feeback. No stock outages. Printed publications carrying unique ID. november JAG MD content in place for ANU Open Day August CMBE / CPS UG / Hon / HDR completion of new pages June CMBE / CPS UG / Hon / AUG ongoing Schools adopting new model All Conduct a major project management of Web 2.0 June Roll out in stages with agreed milestones tbc JAG MD / JAG IT All Develop distributed content model ongoing Develop Content Management System (CMS) to support JAG Functions april JAG MD / JAG IT Timely roll out, and ready uptake. Regular updates to relivent JAG pages Develop CMS and pilot within JAG july JAG MD / JAG IT facsci_groups:Marketing and Development:Administration:Organisation:Planning:4 Operational Plans:2009 Operational Plan 6.xls JAG MD Operational Plan 2009 Operational Area Operational Goal Showcase student opportunities and achievements on the College web site Implementation Date How will it be achieved Develop website presence for student features, blogs, travel stories, project (PhB) stories. Construct website for Outreach that lists what our College could do for schools and teachers. Site could also be a place to post teacher resources. How will it be measured Date of Measure Meets ANU / CMBE / CoPS / JAG MD Multimedia Target Audience Mid Year Update / Progress Comments CMBE / CPS UG/Hon/HDR/G radC Web based content provisioning Showcase available outreach options to a wider audience Ensure JAG requirements are known to DoI, and that Joint College web development is aware of central initiatives To assist target audiences navigate and find information utilising online promotional content. UG ongoing dialogue and shared information introduction of enterprise initatives such as Scholars Gate ANU Central / CMBE / CPS ongoing Promotional Advertising and Campaigns Refine the process of determining which programs require advertising ongoing Identify advertising options which integrate promotions to enhance value and cover more than one program or area of study. ongoing Targeted screen and print-based External target segment feedback / advertising & outreach to drive usability sessions. Measure unique hits traffic to specific web pages. on specific campaign landing pages. Implement "advertising request form" to distribute to clients to assist in forcsting. Obtain information about courses which are Feedback from areas on enrolment lacking enrolments as well as numbers. Reports on enrolment information on new programs. numbers By assessing advertising requests in advance using the new requests form, and advertising programs By number of integrated/joint adverts together when possible. created. Create specific advertising ARM form. Have form automatically attached to all advertising action requests automated ARM in place Follow checklist on new advertising ARM form. Feedback from areas, successful completion of advertising ARM's. By being able to accurately complete 'number of hits' on advertising ARM form. Advert material being submitted on time. Lead time increase for 2010. monthly All ongoing UG/AUG/Hon/H DR ongoing UG/AUG/Hon/H DR Refine ARM processes specific to advertising Supply areas with final copy of all adverts created for their area Enhanced data capturing and analysis developed to monitor number of page visits to specific advert URL's Recurring advertising to be recorded for better planning next year. january march ongoing ongoing january Creation of web statistics counter. As dates are supplied they will be entered into JAG MD calendar. Combination of print and web media channels. Showcasing elements of teaching, research, student profiles and academic profiles. Remain flexible to opportunities as they 39764 arise. analysing requirements and integrating with other clients needs where possible 3 weeks after advert goes live. ongoing Jan-10 Showcase SMH in leading publications. Support Client Action Requests as required Timely inclusion of advitorials ongoing Gov/I/T/C ongoing approval from client, and feedback from campaign metrics ongoing facsci_groups:Marketing and Development:Administration:Organisation:Planning:4 Operational Plans:2009 Operational Plan 6.xls JAG MD Operational Plan 2009 Operational Area Promotional Merchandise Operational Goal Ensure merchandise kept in stock for use at events and outreach activities. To assess the feasibility of selling merchandise through online science shop. Staff uniform available for use, in minimal numbers to avoid excess stock. Order merchandise relevant to target markets- keep to minimum to minimise excess Implementation Date How will it be achieved Ensure that all incoming stock is entered into inventory. Conduct bimonthly stock takes. Identify Gather data from MAC on merchandise orders. Assess postage and customs issues. One formal and one casual JAG MD style. Order minimum quantities for ease of storage. Decide on one merchandise item for each of the categoriesundergraduates, agents, teachers, How will it be measured Availability of items as required. Stock check reports. Date of Measure Meets ANU / CMBE / CoPS / JAG MD Multimedia Target Audience Mid Year Update / Progress Comments ongoing bi monthly april Assessment of information gathered. Availability of uniforms when required and at stock take may march bi annual april stock availability and user feedback november facsci_groups:Marketing and Development:Administration:Organisation:Planning:4 Operational Plans:2009 Operational Plan 6.xls JAG MD Operational Plan 2009 Implementation Date How will it be measured Meets ANU / Date of CMBE / CoPS Measure / JAG MD Development Target Mid Year Update / Audience Progress Comments Operational Area Operational Goal Investigate endowment opportuities and How will it be achieved Endowment Work with Endowment Office to check status of new funds all known endowments released Creation of a new Scholarships and scholarship fund Prizes for Partner with Endowment Office to determine suitable opportunity facsci_groups:Marketing and Development:Administration:Organisation:Planning:4 Operational Plans:2009 Operational Plan 6.xls Development CoS Marketing and Development 2009 Marketing Activity and Resource Comparison 2.5 2 staff resource 1.5 role / load ratio 1 0.5 0 Recruitment UG Recruitment G Recruitment HDR Community Alumni & Engagement Endowment function Government / Industry Operational Capabilities Development / Projects facsci_groups:Marketing and Development:Administration:Organisation:Planning:4 Operational Plans:2009 Operational Plan 6.xls Staff Resource CoS Marketing and Development 2009 Alumni Relations $ANU CoS - Marketing Support (Design) ANU CoS - Chief Science Editor %ANU CoS - National Events Coordinator +ANU CoS - International Development Manager !ANU CoS - Web Development Manager Role ANU CoS - Multimedia Coordinator )ANU CoS - Marketing Support (Advertising) "ANU CoS - Alumni Relations Manager $ANU CoS - Marketing Services Manager (ANU CoS -Marketing & Development Manager 0 0.05 0.1 0.15 Load 0.2 0.25 0.3 0.35 facsci_groups:Marketing and Development:Administration:Organisation:Planning:4 Operational Plans:2009 Operational Plan 6.xls Alumni Relations CoS Marketing and Development 2009 Community Engagement ANU CoS - Web Officer (CoPS) (D) !ANU CoS - Web Officer (CMBE) (IT) $ANU CoS - Marketing Support (Design) ANU CoS - Chief Science Editor %ANU CoS - National Events Coordinator +ANU CoS - International Development Manager Role !ANU CoS - Web Development Manager ANU CoS - Multimedia Coordinator )ANU CoS - Marketing Support (Advertising) "ANU CoS - Alumni Relations Manager $ANU CoS - Marketing Services Manager (ANU CoS -Marketing & Development Manager 0 0.1 0.2 0.3 0.4 Load 0.5 0.6 0.7 0.8 0.9 facsci_groups:Marketing and Development:Administration:Organisation:Planning:4 Operational Plans:2009 Operational Plan 6.xls Community Engagement (2) Operational Activity Spend 250000 200000 150000 AU$ 100000 50000 0 Recruitment UG Recruitment G Recruitment HDR Community Alumni & Engagement Endowment Operational Activity Government / Industry Operational Capabilities Development / Projects Activity Spend Community Engagement AU$ 0 Strategic Development Science Week (August) Science Festival (May) Science & Engineering Challenge NYSF RioTinto BigScience Sponsorship Green Machine Sponsorship Science teachers Initiatives Maths Day (Science Wise (design, print, distribute) CoS Information Evening ANU Open Day Support Ambassador Program Alumni Development Program Recruitment - International Recruitment - National Advertising (all media) Merchandise Publications (print) Publications (design) Colleges Event Support Fund Banners / Support Material Project: social network campaign Project: Video Content 'Project: web portals construction / CMS Project: Transition College(s) 5000 10000 15000 20000 25000 30000 35000 40000 Activity