F: Branding, Image and Culture
City University is committed to distinguishing itself as a global institution which excels in professional education through its premier professional schools, innovative programmes and outstanding research. A carefully considered marketing and communications strategy and a proactive public relations plan are essential to improve the recruitment of faculty and students, and to increase donations and other forms of support for the University. City University needs to sharpen its brand presence and to manage its corporate identity proactively. In particular, it needs to communicate its strengths and achievements to various stakeholders, including alumni and prospective donors, and to galvanise support for City University’s aspiration to become a leading university for professional education, supported by a culture of excellence.
Elevate City University’s visibility and reputation through creative and effective communication
Strategies
1.1
To promote City University’s achievements and ‘brand’ through advertising strategies, physical branding and signage, publications, recruitment, and websites.
1.2
To encourage and support the involvement of faculty and staff in public and professional bodies and organisations, both local and international.
1.3
To build understanding and recognition with important community groups,
stakeholders, and prospective donors.
stakeholders, and prospective donors.
1.4
To uphold standards of collegiality and team play within the City University
community to prevent adverse publicity and to promote the University’s image.
community to prevent adverse publicity and to promote the University’s image.
Invigorate our promotion and external relations to raise our public image and community support
Strategies
2.1
To upgrade City University’s IT system and enhance alumni networking to support the development and promotion of City University.
2.2
To ensure our print and electronic communications adhere to high-quality
design standards and convey messages in a consistent and complementary manner.
design standards and convey messages in a consistent and complementary manner.
2.3
To ensure that City University’s online interfaces are accurate, compelling,
comprehensive, easy to navigate, informative, and technologically up-to-
date, to achieve more effective fundraising and alumni relations.
comprehensive, easy to navigate, informative, and technologically up-to-
date, to achieve more effective fundraising and alumni relations.
2.4
To establish effective processes for the systematic identification and prudent management of risk and critical incident in all areas of City University’s activities.
Develop a long-term marketing, communications and branding plan to support the University’s strategic vision
Strategies
3.1
To enhance City University’s image in both local and overseas schools by
proactively reaching out to school administrations, teaching staff, and students and communicating our academic strengths and achievements in research and professional education.
proactively reaching out to school administrations, teaching staff, and students and communicating our academic strengths and achievements in research and professional education.
3.2
To proactively strengthen the University’s media networks, and engagement
to create support for City University’s professional schools and innovative
professional programmes.
to create support for City University’s professional schools and innovative
professional programmes.
3.3
To sharpen the branding of City University as a global destination for professional education.
3.4
To reach out to professional and business groups to expand internship and
career opportunities for our students and graduates, as well as to explore
knowledge transfer and professional service opportunities.
career opportunities for our students and graduates, as well as to explore
knowledge transfer and professional service opportunities.
Formulate a long-term development strategy for generating sustained support and major donations to pursue a culture of excellence
Strategies
4.1
To cultivate alumni and faculty and staff giving to create a caring and giving culture in the University community to support the pursuit of excellence.
4.2
To advance the development function of the entire University to increase private funds and expand the prospects list to non-local networks, including Taiwan and the Mainland.
4.3
To appoint Development Managers to provide prompt and effective support to
Deans to promote and expand College or School based development work.
Deans to promote and expand College or School based development work.
4.4
To strengthen the manpower and upgrade the professional expertise of the Development Office to enhance success in attracting major donations and in formulating a long-term strategy for implementing a sustained fund-raising
campaign.
campaign.