Logistics Kickoff Meeting

Digital Skills Bootcamp

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ThriveDX

Co-Marketing Plan

Digital Skills Bootcamp

Queen Mary Marketing Plan

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AGENDA

01 Marketing Objective

02 Marketing Strategy

03 Market Research

Marketing Objective

Queen Mary Marketing Plan

To foster a thriving tech community at Queen Mary University of London and consistently increase brand awareness by generating quality leads for the Digital Skills Bootcamps and delivering data-driven marketing tactics through a full mix of marketing channels, including:

• Paid Social
• Facebook
• Instagram
• TikTok
• YouTube
• Paid Search
• Google
• Bing
• Content Marketing
• SEO
• Email

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• Organic Social Media
• Facebook/Instagram
• Twitter
• LinkedIn
• YouTube
• Event Marketing
• Video Marketing

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Marketing Strategy

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Content Marketing

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Our content creators will combine key phrasing supported by hyperlocal market research and the university approved brand and style guide to provide ongoing, localized content in the Queen Mary style and tone.

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To better align with Queen Mary's student community we'll also:

1. Refocus any images or campaigns that play on the 'hacking' concept to more skills-focused content
2. Tell a story about ThriveDX today and how it’s powering this program with Queen Mary

Content Marketing

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PERSONAS

Tailored targeting is about understanding the aspirations of your audience. These vary based on several factors, including program, geography, current education level, and more.

DEMOGRAPHICS

We also consider the blend of students for course variations, such as:

• Gender
• Age
• Ethnicity / Race
• Current employment status
• Urban, suburban, rural
• Current education level

Benefit from a dedicated team of Integrated Marketers and Content Writers who will create custom and tailored creative content based on targeted personas and demographics.

Tailored Targeting

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What motivates me?

INDEPENDENCE

FINANCIAL STABILITY

PREPARE FOR CAREER

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Who am I?

NONLINEAR

TECH SAVVY

EXPLORING

How do I feel about learning/bootcamps?

EXPENSIVE & UNKNOWN, BUT COMFORTABLE WITH NON-TRADITIONAL PATH

Career

Changer

Upskiller + Reskiller

Business Owner

CAREER SATISFACTION

REMAINING RELEVANT

FAMILY

FUTURE-ORIENTED

MOTIVATED

DESPERATE/FRUSTRATED

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VALUABLE KEY TO MY FUTURE (BUT POTENTIALLY ALREADY OVERINVESTED)

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CAREER GROWTH

REMAINING RELEVANT

BEING THE EXPERT

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DRIVEN

HUNGRY FOR KNOWLEDGE

NECESSARY

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BUSINESS GROWTH

FINANCIAL GROWTH

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DRIVEN

PRAGMATIC

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ONE OF MANY

PRIORITIES

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After researching many options, we identified four meaningful, differentiated personas that apply across our programs. We use these personas as our main target audiences.

Creative and Channel Strategies

Queen Mary Marketing Plan

CREATIVE MESSAGING

When we develop creative, we think through what will resonate with the personas we normally see in our Digital Skills programs and what stage of consideration they may be in.

Creative concepts include:

• See yourself as a [insert program] Professional
• This is achievable in a reasonable time (less than a year)
• It doesn’t matter where you start, it’s how you finish
• Flexibility of lifestyle, industry, job
• Opportunities are waiting

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MESSAGING STRATEGY

Messaging strategies correspond to two major functions:

• Funnel placement
• Awareness
• Information
• Consideration
• Transactional
• Audience resonance
• Where do these personas spend time?
• What type of messaging are they likely to gravitate towards?
• When is the best time to reach them?

Creative and Channel Strategies

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AWARENESS

INFORMATION

CONSIDERATION

TRANSACTION

CONTENT TYPE

PLACEMENT

Ads

Videos

Infographics

Blog Posts

Landing Page

eBooks

Videos

Case Study

How-To Guide

Freemium Course

Admissions

Nurture Marketing

Paid Social

SEO

Programmatic

Word of Mouth

Email

Display

Organic Social

Paid Social

Email

Internal Link

Admissions Call

Email Nurture

Calendly Link

Paid Marketing: Lead Generation

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Facebook/Instagram:

Paid Social campaigns on Facebook and Instagram will leverage a variation of lifestyle, user generated content, student testimonials, and any influencer or brand ambassador content available for social proof and to verify the programs offered. Ads will feature a mix of static, video, and story formats with copy and creative that fits the brand guidelines for Queen Mary.

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Google/Bing Search:

Google and Bing will help capture users who are not familiar with the brand, but are interested in the program offering. Ads will feature a mix of static and responsive ad copy and creative that fits the brand guidelines for Queen Mary.

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YouTube:

With YouTube Advertising, Queen Mary can reach prospective students where they're watching relevant content with various short and longer lifestyle videos that educate them on the programs that can be finished in under a year.

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TikTok:

TikTok campaigns will give Queen Mary the opportunity to speak to prospective students through student testimonials and user generated content that speaks directly to the prospective student about the program and highlights the benefits.

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Paid Managers and Specialists perform constant optimizing/testing and produce new creatives regularly to ensure campaigns are pacing correctly and efficiently for the Digital Skills Bootcamps.

Ad Examples

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Historically, our Paid Specialists noticed that ads with campus images, laptop images, and illustrations coupled with “In Less Than a Year” messaging tend to perform well.

Launch Webpage Examples

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PEPPERDINE LANDING PAGE LINK

NYU LANDING PAGE LINK

Full Website Example

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Creating a Sustainable Lead Flow

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Creative in market

Assessment

Optimize

Creative in market

+ New creative

Assessment

Optimize

Creative in market

+ New creative

Assessment

+ Channel review

Creative in market

Assessment

Optimize

DIGITAL

SKILLS

FEBRUARY

MARCH

APRIL

MAY

Optimize

Changing Creative and Assets

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CHANGING THE CREATIVE

The decision to change creative in market has several possible factors.

Considerations for creative changes include:

• Performance versus baseline
• Performance versus other creative in market
• Issues with creative matching current personas
• Creative timing (seasonality, etc.)

RECONSIDERING ASSETS

Updating or phasing out of assets is a natural part of the marketing process.

Asset changes may occur when:

• Programming changes dictate
• Updates based on personas
• Changes based on market trends
• New asset types are available
• We add more assets based on observations

Changing Channels and Content Type

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CHANGING THE CHANNEL

Channels trend sometimes by the month or year depending on several factors. Staying relevant without losing focus is a key consideration in intelligent marketing decisions.

Considerations for channel changes include:

• Channel audience size
• Engagement on channel
• Channel to conversion analysis
• Demographic and persona changes on the channel
• New channel availability and validity

UPDATE CONTENT TYPES

Content types also have trends. For example, the rise in video content over the past few years has impacted the content we create for lead gen.

Content types are considered by:

• Fit with persona
• Fit with lifecycle / funnel stage
• Conversion metrics
• Ability to convey the message on the channels chosen
• Cost of creation versus cost per lead

Market Research

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Market Research

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Exponential Job Growth in Cybersecurity

• Over 1,400 businesses generating revenues of £8.9 billion last year, supporting 46,700 skilled jobs.¹
• Cybersecurity sector workforce has grown by around 50% in the last four years, with demand for skills often outstripping supply. ²
• The UK’s cybersecurity industry is worth an over an estimated £8 billion, with total revenues in the sector up 46%.³

Regional Growth

• 54% of cyber companies are now based outside London and the South East, which will improve cyber resilience across all the nations and regions of the UK (also will improve nationwide economic prosperity.⁸
• Cybersecurity clusters flourishing across the country in areas such as Scotland, Northern Ireland and North West England.

Skills shortages/gaps – companies in dire need of staff

• Steady decline in skills shortages – since 2014, the number of organisations reporting a problematic skills shortage has more than doubled from 23% to 51%.⁴
• 2021 global shortfall of 3.5 million cyber security jobs.⁵
• Of the 1.32 million businesses in the wider economy, around 50% still report a basic technical cybersecurity skills gap.⁶
• 653,000 organizations (48%) in the U.K. are unable to carry out basic tasks defined in the government’s Cyber Essentials Scheme like setting up firewalls, storing data, and removing malware. 408,000 businesses (30%) lack advanced cybersecurity skills in areas like pen testing, forensics, and security architecture.⁷

Link to research doc

Market Research

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Funding

• Innovation and development startups received a £1.25 billion government support package during the coronavirus outbreak
• Government has continued to back cybersecurity startups through programs like the LORCA cyber accelerator and the NCSC Accelerator
• The DCMS-funded CyberASAP program supports the commercialization of cybersecurity research from UK universities

New records for cybersecurity

• From Digital Minister Matt Warman: “The need for cutting-edge cyber security has never been greater and this resilient sector is growing, diversifying and solidifying its status as a jewel in the UK’s tech crown.”
• 2020 was a new record year for cyber security investment with UK cyber security businesses raising over £821M across 73 deals – more than twice that raised in 2019
• The sector’s total annual revenue has continued to rise

Certifications

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Global Certifications:

• LPI Linux Essentials
• AWS Certified Cloud Practitioner
• CompTIA Network+
• EC-Council CND - Certified Network Defender
• CompTIA Security+
• EC-Council CSA - Certified SOC Analyst
• EC-Council CEH - Certified Ethical Hacker

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Quick Facts

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Industry Quick facts

• The majority (65%) of the 46,683 cyber workforce are employed by large firms (nearly 50K people employed in Cybersecurity in the UK as of Feb ‘21)
• Current population - 67M people is current population
• 21% increase in number of cybersecurity firms (up to 1.4K)
• Contributed > 4B euro to economy → £800M in investment
• Cyber firms in the UK have been big in supporting NHS in fight against COVID-19 sector (the pandemic has forced more online activity)
• 9% rise in employment in Cybersecurity industry ( > 3.8K new jobs, total number in the 46,6K)
• A large proportion of organisations have staff who carry out cyber functions informally. That is, these functions are not a formal part of their job descriptions and may be a small part of their overall job role. They may also come from non-technical backgrounds, such as general management, legal or human resources teams.

Quick Facts

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Top skills for cybersecurity work in UK¹:

• Data security
• Network security
• Data analysis
• Threat knowledge
• Identity management
• Application security
• Endpoint security
• Regulatory landscape
• Cryptography

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Most commonly provided cybersecurity products and services:

• Cyber professional services
• Threat intelligence
• Monitoring
• Detection and analysis
• Industrial control systems
• IoT security

The sectors most in demand of cyber talent:

• Finance
• Insurance
• Information
• Communications
• Professional Services

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Top areas in need of cybersecurity specialists¹:

• London
• Birmingham
• Leeds
• Bristol
• Coventry
• Manchester
• West Midlands
• Cheltenham
• Milton Keynes

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Thank You.