M&C is spread over drie departments, each with its own communication specialism.
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The Marketing department is responsible for the marketing of the programmes available at the University of Twente and focuses primarily on attracting students for bachelor’s and master’s programmes of the 3rd level. The purpose of the department is to enhance the inflow and recruitment, with a proper balance in quality and quantity. The department’s core tasks are the tightening and realisation of the recruitment policy, preparing and implementing the annual plan, and action plans for the programmes, recruitment & PR (events, activities, resources), editing, design & production of (online) means of communication, management and further development of the CRM system, management reporting for insight into conversion and performance, commitment and coordination of the Study Information Office and student teams, an advisory role towards the Executive Board and faculties on the use of marketing, recruitment and PR.
The Department of Corporate Communication is responsible for the development and execution of the entire communication policy of the University of Twente. It also translates the institutional strategy into a systematic deployment of communication to various targets: internal communication to employees and students, external communication to alumni and other relations of the university. The department is responsible for the brand awareness, i.e. monitoring the image and corporate branding of our university, namely ‘high tech, human touch’. Other tasks include advising the Executive Board, institutes, directorates and service departments on communication strategy, policy and other communication issues.
The department develops corporate campaigns and communication formats, such as the corporate brochure, the annual report, the magazine and newsmail. Furthermore it organizes corporate events such as open days, congresses and official visits. The Traffic team is responsible for the realization of media, design and printed matter, audiovisuals and the development of corporate gifts. For the time being, the Department of Corporate Communication is also responsible for the academic ceremonies such as the ‘Opening academic year’, ‘Dies celebration’, ‘Innovation lecture’ and inaugural speeches.
Internal communication (IC) plays an essential role in how the UT functions as an organization and in the realization of ambitions such as the ‘influx of students’ and it increases the UT's visibility and its profile’. It does this by, among other things, ensuring that internal communication increases the commitment of its staff. This involves three areas to which attention should be given: players/staff, the communication structure and topics that are current within UT at the moment and which determine the content of communication. The focus of internal communication is on the following topics:
- communicating the strategy to be pursued
- involvement, brand attachment and brand-strengthening activities
- guiding and helping with change and innovation
- stimulating collaboration and the exchange of knowledge
In the coming years the IC department will be engaged in a strategy that involves an important, active role for the staff themselves (the ‘players’). The role of M&C will be, in cooperation with HR, to provide them with maximum support and facilitation.
The External Communications department focuses on increasing the visibility and stressing the distinctive features of the University of Twente. This is done by structurally spotting and elucidating interesting research performance, high-quality education and forms of entrepreneurship with a strong link between high tech and human touch.
Via the UT homepage, the in-house magazine and events, such as the Innovation Lecture and the Open House, we further develop the UT’s reputation among various relevant target groups. On Social media we link the target groups with one another based on UT-related subjects. In addition to providing information, we primarily intend to inspire by reporting developments of which the UT is proud.
We invest in internal relationships with researchers and staff on the one hand, and relationships with the press on the other hand. The department frequently acts as a linking pin between UT experts and the regional, national and international press (printed/radio/tv/online).
The department’s major tasks include: the development of the external communications policy; developing and coordinating the content policy of the UT; providing educational and research advice and support for scientific communications, publicity and media relationships; writing/editing and selectively distributing news reports and articles; identifying and actively communicating on trends and themes; training and coaching spokespeople (researchers and experts).
As an expertise centre in the area of online and printed media, the Medialab is responsible for monitoring the University of Twente brand, the brand architecture and the corporate visual image; advice, development, training and management in the area of websites, portals, social media and other internet applications, and the design, lay-out and production of graphical and audio-visual resources.