Ambition 2027
Reputation strategy
We will enhance, maintain and protect the standing of our University and drive engagement with our key audiences, underpinning our ambition to be known globally for tackling the real-world issues of today to deliver a sustainable future.
Priority areas
Take a campaign focus
Create a renewed institutional focus around key reputational campaigns, joining-up and integrating across teams so we speak with one voice. Campaigns to focus on:
- Impact – demonstrated by rankings.
- Sustainability.
- Excellence in Research.
- Distinctive Education.
- Being a partner of choice.
- Being an employer of choice.
This includes:
- Identifying clear areas of focus.
- Co-ordinating and integrating campaign activity across Cranfield.
- Leveraging sector-wide campaigns which align with our messaging.
Maintain and develop great relationships
Strengthen and build relationships across all our audiences, delivering targeted and sustained programmes of engagement nationally and internationally to deliver our objectives with:
- Business/industry.
- Governments.
- Academia.
- Other organisations.
- Opinion formers/media.
This includes:
- Implementing a new media relations and public affairs plan, including local, national, and international angles.
- Cranfield taking a convening role at the heart of collaborative networks.
- Staff taking leading roles in external bodies which influence the direction and reputation of our sector.
Build our brand across channels
The Cranfield brand is one of our most valuable assets, and it is right we should ensure we are positioned correctly and that our channels are consistently excellent and fit for purpose, including:
- Calibrate our brand strategy to deliver the corporate plan.
- Optimising our website and benchmark against competitors.
- Integrating our approach to social media.
This includes:
- Having a clear approach to themes in the market.
- Having a robust suite of Cranfield-owned channels, calibrated to reach specific audiences.
- Investing in channels – website, social media, intranet, student portal.
Inspire our people
Provide the tools for our staff, students, alumni and friends to advocate and tell the Cranfield story. This involves:
- Showcasing our successes and stories.
- Creating opportunities for our people to be seen and heard.
- Building confidence and giving people the tools to engage internally and externally.
This includes:
- Providing people with a compelling narrative for Cranfield.
- Building skills in media, public affairs, and social media engagement.
- Communicating and embedding our vision and mission and provide regular updates.
- Providing communications tools to enable teams to self-service.
Listen to our audiences
Use insight and intelligence to understand how our audiences view and interact with us. To include:
- Regular tracking of audience opinion and sentiment.
- Horizon scanning and investigation of future trends.
This includes:
- Implementing a reputational tracker.
- Ensuring Cranfield is able to take a two-way approach to engagement across all channels.
- Ensuring campaign work is insight driven with clear objectives and success measures.
Our strategy in action
“I feel privileged to be part of a team of wonderful people who share great passion for the aerospace and aviation sectors. Our research is already making an impact through innovative and smart solutions based on artificial intelligence. This, coupled with the impression our graduates are making all over the world, gives me great satisfaction."
Dr Zeeshan Rana, Senior Lecturer
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