Newcastle University

Creating a global brand position for Newcastle University, UK and Asia

"Their advice has really helped us create a new, global ambition and brand." Abi Kelly, Executive Director of Corporate Affairs, Newcastle University

Client Objective

Provide a brand positioning approach setting out key messages, values, vision, mission, areas of strength and core narrative.

The process

The process began with desk research, Triple Test with staff, analysis of client websites and analysis of media coverage. Ambassador research was then undertaken, consisting of senior stakeholder interviews and five staff and student focus groups. lastly was audience research, with an international academic survey, employer survey, staff and student survey plus an international student survey.

Reporting and outputs

We reported to the reputation committee, chaired by the Vice-Chancellor, with a direct report to the Director of Communications.

We provided three senior management workshops, a final report, brand guidelines and a one-page brand summary.

Outcomes

We defined the reputational assets that were relevant to stakeholders and global students. We provided Newcastle with an ambitious global brand identity, values, vision and key messages. The VC and his reputational committee were very happy with our findings and accepted all of our recommendations. They have now recruited a Director of Marketing to take forward recommendations and create a brand campaign.