Has the pandemic changed the way universities think about communications and marketing?

On a par with the library or a seat at the top table? Wherever your marketing and communications department sat pre-pandemic, its status has almost certainly been raised over the last few months.

We spoke to HE marketing leaders about the impact of COVID-19 on the perception of marketing and comms within the sector. 

Pre-pandemic positioning

The position of marketing and comms departments varies across institutions. Some teams sit under seemingly unrelated services, whilst others have a direct line to the vice chancellor.

For most institutions, the profile of marketing and comms departments has had a boost during the pandemic. The critical need for strategic, effective and timely communications throughout the COVID crisis has been the driver for this shift. 

Richard Shepherd, marketing manager at Staffordshire University explains how it’s affected his team:  “a year ago, we were buried in the student services team alongside departments such as the library and quality, now we’ve got a seat at the top table.”

Rachel Sandison, vice principal, external relations at the University of Glasgow explains why having that seat is vital, “marketing should absolutely have a seat at the top table. My maxim is that ‘marketing is strategy.’ So if you don’t have a CMO or a vice principal of external relations at the top table then you're missing a trick to inform and shape the strategic direction of the institution.”

Importance of universities

As the COVID crisis has unfolded, the role and importance of the sector in its resolution has been brought into sharp relief. From research projects and vaccine development to practical support for local communities, universities have been at the heart of the response to the pandemic.  

Rachel says, “I think the pandemic has refocused the importance of our civic missions and the part that universities have to play in supporting local, national and international communities. The silver lining of the pandemic is that it's giving universities the opportunity to step back into the spotlight for all the right reasons. 

Additionally, it’s a platform for marketing and communications teams to shout about how we add value and, of course, the strategic importance we have for our organisations.”

Opportunity for marketing and comms

With such a critical and wide-reaching role, the marketing and comms teams have had a lot to grapple with. The urgent need for virtual open days, a semi or fully remote clearing operation, and communication of changing rules and regulations. 

As institutions have adapted to the circumstances, marketing and comms teams have played pivotal roles in the strategic and practical response to the pandemic. It’s not gone unnoticed, as Lizzie Burrows, interim director of marketing, student recruitment and admissions at the University of Surrey says, “there is more visibility of what marketing and communications do.”

Director of marketing and communications at Nottingham Trent University, Emma Leech says, “it has been a really good opportunity for us to really showcase what they can deliver strategically and operationally for the institution. 

It’s allowed comms and marketing professionals to shine. And to highlight the role we play in terms of business continuity, keeping things moving, and for inter-employee engagement. 

As well as providing advice that is critical to maintain and build institutional reputation, both during the current crisis and for the halo effect for next year's recruits and staff you might be looking to recruit.”

There have been some fantastic examples of HE marketing and comms during the pandemic. We’ve curated a list of the best work chosen by HE marketeers

Post-pandemic positioning

The pandemic has highlighted the importance of university marketing and comms teams across the sector. And it’s elevated the perception of the profession among other university staff and academics. Although some teams don’t yet have a seat at the top table, the COVID crisis has certainly moved many closer to it. 

We love to chat about all things HE content & marketing if you’d like to talk to us about our latest work and how we can help your teams produce content that works then get in touch.