University of Liverpool – agency partner – Precedent
Creating a transformational communications program to deliver the University of Liverpool's 2026 strategy
We undertook an extensive engagement, which included a review of all marketing and communication digital assets, to develop a high-level functionality map to meet customer needs, expectations and behaviours, putting users rather than features first.
User stories were utilised to capture requirements and specify a project backlog for the both short and long-term ambitions. Comprehensive content strategies were produced outlining the requirements needed to achieve the University’s marketing and recruitment vision. This included different markets. student journey mapping, “Create Once, Publish Everywhere” content creation, social media and third-party content integration. Having defined the digital vision, and clarified objectives, functionality and content strategy, a governance model was identified for delivery of the objectives.
Technical recommendations included a comparison of 3 options for CMS and CRM platforms needed to deliver different levels of digital ambition.
The final report contained all the outputs from the project, including the evidence-based recommendations for a finalised digital vision and principles, the measurement framework, content strategy, governance and technical recommendations, and three options for implementation of gold, silver and bronze with associated levels of budget.
The result has been a transformatory step change in the university’s capabilities and approach to digital within marketing and recruitment.
Tasks undertaken by our team in developing the recommendations.
All channels were explored and consolidated where possible.