1. Sky High or Free Fall: All Aboard the Web Roller-Coaster David Sweeney Vice-Principal, Royal Holloway

2. Evolution

3. Research-led RANKING INSTITUTION 1.Cambridge 2.London School of Economics 3.Oxford 4.Imperial College London 5.Warwick 6.York 7.University College London 8.Bristol 9.ROYAL HOLLOWAY, UNIVERSITY OF LONDON 10.St Andrews (Research Assessment Exercise 2001)

4. Web: First Car or Last IT First Marketing Last Looking through each others’ eyes?

5. Web Aims & Objectives Improve communication to widen knowledge and understanding of the College Promote a consistent visual identity and navigation to present a united front Add value to activities and relationships Develop online services to enhance interaction Replace paper where appropriate

6. A Bumpy Ride Successes and Failures Understanding customer needs Benchmarking Understanding why web-sites really work Varying literacy skills Different styles of information engagement Some very flawed research

7. Holy Grails Often Technology-driven Open-Standards Accessibility The Mobile revolution Content Management E-learning Blogs E-commerce Personalisation How much time wasted?

8. Marketing Dare we learn from the experts? Should we trust the experts? Can we engage with the experts? Budgets? ‘Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably’ CIM

9. Branding What you think about yourself and your key messages Customer perception Useful framework for thinking but don’t take yourself too seriously Poses some very hard questions

10. Who are we? What’s special about us? What are our key messages? Who are our key audiences?

11. Why students like Royal Holloway

12. Consultation Focus Groups Surveys Market Research Lots of meetings Internal Roadshow Comparator research

13. A Rallying Cry Distilling the Essence Developing the Messages Creating a Visual Style Going for broke Rolling out in all media

14. Lessons learned? Not all consultants are hopeless….but most are. IT people aren’t always right… What’s wrong with blinkers anyway? Marketeers contribute a stream of consciousness Market Research helps Creative people think they’re always in charge

15. Lessons learnt? VCs think they are in charge Direct marketing to VCs is awful It’s going to take time Working together can make a difference….

16. and learn from each other Work together