Marketing the University and Dundee

By Joan Concannon

What should you take to an international conference to tell delegates about your department's research, the University and Dundee? Print outs from the web? A Prospectus? Faculty brochure? Tourism leaflets? To date there has been no 'generic' marketing material that represented the University as an institution of excellence.

The External Relations department has now developed new marketing materials to meet this need. 'Why to the power of How' sets out, in an attractive format, our strengths as an education and research institution. It contains specially commissioned photography of Dundee and the University and contains an incorporated folder with a suite of inserts highlighting different aspects of the University and Dundee, including Quality of Life, Applied Research, Medicine, Creative Industries and more. The kit is designed to be a 'marketing tool box', with the central brochure having an anticipated three year shelf life, and more time-specific inserts contained in a folder attached to the brochure. This construct will enable us to create more inserts as they become necessary, focusing on individual faculties, new areas of research and other new developments. Inserts can be adapted, taken out, or new ones developed with a very fast turnaround, dependent on the likely audience.

Designed by Duncan of Jordanstone design graduate, George Craigie, the concept, developed specifically for the University of Dundee, is Why to the power of How - encapsulating the idea that we are a community of leading minds which are adaptable, commercially aware, research-oriented and capable of turning ideas into reality.

This marketing kit has been developed for an audience of external stakeholders such as potential research collaborators, funders, business partners, potential academic appointments and an international audience. We hope that staff will find it a useful accessory in attracting interest in the University - presenting a substantive image of the City and the University to the audience you need to influence.

This is the first phase of the marketing project. Plans are already underway to attach an e-business card inside the materials with filmed footage of the University and Dundee and providing contacts and weblinks to specific departments and services. We can also provide imagery and design concepts to create powerpoint presentations for faculty and other staff members.

'Why to How' is now available from External Relations. They represent a significant investment and each one should be used for marketing the University to external stakeholders. To receive a batch of folders email a.j.constable@dundee.ac.uk specifying the amount you would like to receive.