Communication & Reputation Project
Company
University of Birmingham
Timeline
June 2023 - September 2023
Project includes
Planning
Brand Identity Delivery
Social Media Content Creation
Stakeholders Management
Branding Material Development
Project Brief
The University of Birmingham's strategic priority project was set to launch its first phase in September 2023. The aim is to develop a consistent brand identity – clearly defining and communicating the brand's philosophy.
I was responsible to create and deliver a range of projects to introduce and launch reputation and identity to both internal and external stakeholders of the University and support the implementation of phase one activities.
The Goals
During this "stage Zero," it was crucial to develop an effective strategy for engaging with both internal and external stakeholders. One important part of this strategy was the creation of a comprehensive presentation package to communicate the institution's rich history and forward-thinking initiatives, both internally and externally.
To achieve this, extensive collaboration with stakeholders was required to reach a consensus on content and craft messages tailored for staff members. In addition, social media was used as the primary communication channel to acquaint students with the University's new identity and brand values.
Social Media Channels Contribution
As a content contributor for the University of Birmingham, I actively participate in curating engaging and informative content for their social media platforms, particularly on Instagram, TikTok and LinkedIn, where I create reels and videos.
My responsibilities include following trends, capturing compelling footage and editing videos to provide a dynamic visual narrative that highlights the university's vibrant atmosphere and academic excellence. Additionally, I leverage my writing skills to craft engaging and insightful blog posts, enabling the university to share valuable insights and stories with students. Below are some of my videos posted on the University's social media:
Branding Material Development
My primary focus was to produce content for an Official Reputation Slide Deck (PowerPoint template). This is a pivotal tool for projecting a professional image of the institution in any future presentations. As the driving force behind this initiative, I meticulously organized the project into three distinct phases: Auditing, Collecting and Finalising.
Auditing
I began by reviewing and taking note of my personal views and opinions about the content, structure, and presentation style of the old file. Next, I focus on extensive research, exploring similar files from various other universities. This process not only allowed me to reevaluate my perspective but also provided invaluable insights into the strategies adopted by competitors in the industry and their approach to similar content. Armed with a comprehensive understanding of the broader landscape, I combined all the gathered opinions and observations, and with a clear vision, presented these insights to my team members and manager.
A slide of the review presentation
This comprehensive analysis served as the foundational compass, guiding us towards decisions about what elements to retain, what to discard, and what needed updating in the creation of the new slide deck.
Collecting
I then received a brief from my manager to reach out to 10 stakeholders across the university for data collection. This may sound easy but contacting and managing materials from over 10 people from different departments at the same time may be a disaster if you are not detail-oriented!
Recognizing the need for efficient collaboration and systematic management, I initiated the creation of comprehensive files for the team's convenience. The Excel master file not only allowed my manager, who faced time constraints, to review the emails before dispatch, ensuring precision and professionalism but also facilitated easy access for my team members and me to all files. Moreover, each category in this file was seamlessly linked with a OneDrive folder, each containing 3 to 4 files, simplifying accessibility and enhancing the coordination process. With a determined effort, I successfully collected all the required materials within the deadline.
Master Excel file to manage stakeholders
Folder of all materials linked to the Master Excel file
During the data collection process, I recognized the value of direct engagement with stakeholders. Proactively seeking quick meetings with some of them, I aimed to gather their valuable perspectives, suggestions, and insights, thereby saving time to process the materials in the next steps.
Finalising
To ensure effective communication and understanding within the team, particularly for newly joined members, I took the initiative to create a comprehensive draft of a slide deck. This draft was meticulously structured to present my ideas clearly, integrating the refined information gathered from stakeholders and all material sources. The slide deck aimed to serve as a comprehensive guide, fostering a cohesive understanding of the project's goals and requirements among all team members.
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The final draft of content for the slide deck
Brand Identity Showcase Event
Working alongside my dedicated team, I supported an engaging roadshow with the key purpose of introducing the University of Birmingham's fresh identity to over 500 esteemed staff members. The aim was to foster a deep understanding and connection to the new brand, emphasizing its significance in aligning with the institution's forward-looking vision and values.
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The University of Birmingham's Roadshow unveiling a dynamic new identity
The central focus of the showcase was the unveiling of the institution's new identity, including a new set of fonts and a vibrant colour palette, alongside a compelling demonstration illustrating how this identity would be integrated consistently and effectively across various public platforms. This interactive process was instrumental in ensuring that all voices were heard and reflected in the final implementation of the University's renewed identity, solidifying our commitment to excellence and innovation.