Marketing Greats in Higher Education

A third of English universities are in deficit, and the UK now has its first multi-university group. I explain why every merger is a brand decision. The takeaways: know your brand equity before anyone asks, get into the room early, protect the student promise, tell staff first and plan for the data. Hosted by Jonathan Sabarre. All views are my own.

Watch on YouTube: https://youtu.be/ThKhXoxtukI

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UK graduate job adverts fell by almost half in a year, and employers now get 141 applications per role. I explain why that turns a careers story into a reputation story for universities. The takeaways: audit every employability claim, show capability rather than destination, be honest about the market and bring careers and marketing together. Hosted by Jonathan Sabarre. All views are my own.

Watch on YouTube: https://youtu.be/u9s5RokqWwg

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Almost every major university decision has reputational consequences, yet marketing is often brought in after the decision is made. I explain how to earn the seat, and how vice-chancellors can offer it. The takeaways: speak the institution's language, bring evidence and relationships, and ask for reputational impact in every major proposal, so reputation shapes strategy rather than following it. Hosted by Jonathan Sabarre. All views are my own.

Watch on YouTube: https://youtu.be/slfWcA3hBoA

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Families ask whether employers rate your university, yet employers are one of the least actively managed audiences in higher education. I explain how to own that relationship and make it visible. The takeaways: treat employers as a priority audience, offer a clear front door, and measure how your top employers really see you, then act on what they say. Hosted by Jonathan Sabarre. All views are my own.

Watch on YouTube: https://youtu.be/-3aRbfB0fzM

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Universities hold more data than ever, yet little of it reaches the decisions that matter. I explain the three problems behind that and what I did about them at Newcastle University. The takeaways: start with the decisions, agree definitions, and put insight in front of leaders before they decide, with a one-page summary rather than a hundred-page report. Hosted by Jonathan Sabarre. All views are my own.

Watch on YouTube: https://youtu.be/I2JsKKCfFA0

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Universities often talk about sustainability with more enthusiasm than evidence, and regulators and sceptical students are watching. I set out a more credible approach built on proof, specifics and honest reporting. The takeaways: back every claim with data, be specific, report your progress honestly, including what you have not achieved, and let your own research and academics tell the story. Hosted by Jonathan Sabarre. All views are my own.

Watch on YouTube: https://youtu.be/N4ELPWVUIrA

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Most universities have a crisis plan, far fewer have tested it under pressure. I explain why confidence comes from rehearsal and how to prepare, from holding statements to live exercises. The takeaways: write the first hour in advance, run live exercises twice a year, and make sure staff and students do not hear it from the media first. Hosted by Jonathan Sabarre. All views are my own.

Watch on YouTube: https://youtu.be/ndLXrUsyUs0

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What a university does for its place and what its place knows about it are often far apart. I explain why local audiences hold your licence to operate, and how to tell the civic story well. The takeaways: tell personal local stories, brief the people who will be asked, and build presence in the city. Hosted by Jonathan Sabarre. All views are my own.

Watch on YouTube: https://youtu.be/OhHSx5V419s

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For a student in Kuala Lumpur, Dubai or Hanoi, your partner is your university. I explain how to govern transnational partnerships as reputation assets, from due diligence to brand rules to the difficult conversation. The takeaways: include reputation in due diligence, set brand rules up front, measure the partner student experience and plan joint crisis communication. Hosted by Jonathan Sabarre. All views are my own.

Watch on YouTube: https://youtu.be/_AxuhNz8MYA

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When savings are needed fast, marketing and communications look like the easy place to start. I explain why that is usually the wrong call, and how to cut smarter rather than deeper. The takeaways: cut what is not working, protect long term brand work, and communicate with staff early, honestly and often. Difficult years are the moment to be rigorous. Hosted by Jonathan Sabarre. All views are my own.

Watch on YouTube: https://youtu.be/Izp_cfOTA6s

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