Meeting notes from forum meeting on the market analysis and marketing of the new programme portfolio
On 16 January 2020, there was a forum meeting that focused on communication within the doubling project. Following an introduction by Johan Gaddefors, Lotta Albihn, Vaike Raag and Elin Helgsten talked about what the Division of Communication has been working on.
Lotta Albihn began by giving a rundown of the naming project status and market analyses.
The focus groups, an important part of the naming project, have continued working during the winter. The participants’ have provided good insight and interest in various concepts. For example, where should you add “sustainable” and “management”, and how do you understand concepts such as “mitigation” and “assessment”? Ungdomsbarometern’s conclusions from phase 1 will be reported shortly. The focus groups in phase 2 are currently being analysed. Further tests will be carried out in phase 3.
However, due to long-term sick leave, the market analysis process has not gone according to schedule. The parts that have been developed so far were presented. The figures for the Bachelor’s programme held in English, where the number of applicants were low, were also discussed. Erik Bongcam-Rudloff highlighted a more positive perspective on bioinformatics programmes, and Kristina Eriksson from admission mentioned several other supporting documents that showed a higher number of applicants.
During spring, the Division of Communication will work intensively with programme-related communication for both existing and new programmes. The work will run in parallel with the programme portfolio development so as not ot lose time. During spring, the planned campaign work will also begin.
Vaike Raag described how digital marketing is planned and
carried out. The new programme pages were presented in detail. This will include contact with affected persons, among other things regarding images. All affected persons will also shortly receive information on what needs to be done before the catalogues for the academic year 2021/22 are produced. They will be printed in the summer.
Vaike talked about the digital channels used in marketing: sponsored links, YouTube and social media. These channels have been selected due to the fact that they include the target group. All search engine advertisements are focused on the target group of 18–25-year-olds. Therefore, they are not visible to all ages. There are various advertisements for each subject field, as well as unique search words. Any terms that are removed from the programme titles are still available as search words.
Questions were asked about other channels such as Snapchat and TikTok, as well as younger target groups. The opportunities Vaike presented are part of the discussions at the Division of Communication, but it has primarily aimed for a good foundation with a good web page and the most important channels first.
Lotta Albihn presented the campaign planning for admission 2020/21. The work is conducted together with SLU’s ad agency, and the idea is that the Division of Communication will start production in connection with the decision about the programme portfolio in the middle of June. It is too early to say anything about the content, but it will focus more on thematic levels than programme-specific ones.
Elin Helgsten talked about her work with international recruitment. She presented a few personas and target group descriptions of the recruitment work. She stated that SLU is currently of most interest to the Middle East, South America and Northern Europe. The possibilities for visas, living expenses and social fellowship outside studies often beat the rankings in regard to application motivation. The possibility of getting into contact with the labour market is also an important factor. The action plan lists a number of focus countries; for the recently-closed round, they visited Indonesia, China, Vietnam and Turkey.
Depending on the resources, Elin highlighted high school tours in combination with digital advertisements as efficient working methods in the continued long-term work.
Link to film >> (requires AD-login)
General meetings for staff members and students
In spring 2019, there were general meetings for SLU employees and students in Alnarp, Uppsala, Umeå and Skinnskatteberg. Videolinks were available. The agenda included a situation report on the ongoing work according to the roadmap, as well as plans for new and existing programmes.
- Notes from completed general meetings. (only in Swedish)
Roundtable discussions with external groups
Representatives of close to 100 companies, public authorities and organisations from different sectors have been invited to a dialogue on the challenges and opportunities of SLU’s programmes.
A roundtable discussion took place on 10 April 2019. Focus lied on the professional programmes and discussions were held in thematic groups: animals, landscape, food, cultivation, society and forest.
- Schedule and participant list of roundtable discussions on 10 April 2019. (only in Swedish)
- Summary of roundtable discussions on 10 April 2019. (only in Swedish)
First review regarding prioritised programme proposals
In 2018, within the framework of the doubling project, there was a call for proposals for new programmes from all of SLU. The proposals presented in the roadmap have since been processed by the programme boards and turned into a number of proposed programme concepts.
On 16 May 2019, the Board of Education decided which projects to prioritise and which projects are, from a strategic point of view, considered the most important to develop further. Which ones will begin and when is to be decided at a later stage based on the analyses and assessments to be reported to the Board of Education.
The Board of Education has also decided to approve the development and investigation respectively of programmes in forest science, agricultural science and landscape architecture and to allocate funds for this purpose.
On 31 October 2019, there was a mid-way review with short situation reports from working groups in question (equivalent). A recording is available for 60 days after the activity (requires AD-login).
Concepts that will be developed further:
- Sustainable Use of Natural Resources
- Climate Adaptation and Mitigation for Sustainable Spatial Planning and Design
- Aquatic Environmental Assessment
- Bioinformatics for Natural Resources
- Health Promotion in Horses and Animal Healthcare
- Food Culture in Sustainable Spatial Planning
- Recording of mid-way review (requires AD-login).