UCL - University College Lillebælt

UCL is an educational institution that also offers service and consultancy activities, courses and continuing and further education programmes. UCL Business Academy and University College’s department for continuing and further education, KomO, is the result of a merger between two educational institutions with a focus on lifelong learning. KomO wanted a shared marketing platform that can act as a starting point for a future strategy to strengthen the role of continuing and further education in society, as well as an internal anchor that strengthens the organisation’s sales, marketing and PR.

The solution consisted of a shared marketing platform where KomO’s main initiatives are identified and qualified. The process was carried out via workshops and meetings with UCL, and the selected strategic focus points that are understood as the initiatives that are agreed on, which the basic narrative and the communication and marketing initiatives must support. The marketing platform must work in the various arenas in which UCL and KomO communicate. Consistent for all three arenas is the involving initiative. Communication must be organised so that there is interest and engagement that leads to collaboration, partnerships and tasks and thus value for both KomO and society.

The marketing platform rests on a number of positions of strength, which were defined jointly by managers in KomO and the communications department. The positions of strength function as the conclusion of the analysis and the basis on which the basic narrative and marketing strategy are based. The basic narrative communicates a common identity which contains and balances KomO’s many different activities for both public and private customers, organisations and individuals.