Distinctiveness Identifying it projecting it living up to it

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Identifying it, projecting it, living up to it - Distinct

Distinctiveness: Identifying it,projecting it, living up to it.Richard TaylorDirector of Corporate Affairs & Planningwww.le.ac.uk


• Why distinctiveness is important.• How we developed a distinctive messageat Leicester.• What that means for what we do as auniversity.


Our world is full of over-communicationOur markets are crowdedIf we want to change our reputation wemust stand for something that is clearand distinctive….


Can you name these men?


• Gherman Titov was a Soviet cosmonautand the second man to orbit the Earth


The 49 th Prime Minister


Flight of theConchords"Formerly NewZealand's fourthmost popularguitar-based digibongoacapellarap-funk-comedyfolk duo"


• Ranked in the top-17 Politicsdepartments in the UK


If we want to change our reputation wemust stand for something that is clearand distinctive….


The Problem• Why haven’t people heard of us?• Is it the Press Office?


If we want to change our reputation wemust stand for something that is clearand distinctive….


• The University of Leicester is a prominentmember of the academic community withan established reputation for teachingand research• Clear and Distinct?


• The University of Leicester is a prominentmember of the academic community withan established reputation for teachingand research


Britain’s Top 20 Universities (Times 2012)BathBristolCambridgeDurhamEdinburghExeterImperial CollegeKing's College LondonLeicesterLSELoughboroughNottinghamOxfordSheffieldSouthamptonSt AndrewsSussexUCLWarwickYork


Old EliteNon-Elite


Four Characteristics….• Inclusive and accessible• A friendly and personal experience• A commitment to high quality• A passion for our work and that teaching& research are synergistic• And the evidence to back them


Old EliteNon-Elite


Old EliteNon-Elite


Britain’s Top 20 Universities (Times 2012)BathBristolCambridgeDurhamEdinburghExeterImperial CollegeKing's College LondonLeicesterLSELoughboroughNottinghamOxfordSheffieldSouthamptonSt AndrewsSussexUCLWarwickYork


Those that meet State School BenchmarkBathBristolCambridgeDurhamEdinburghExeterImperial CollegeKing's College LondonLeicesterLSELoughboroughNottinghamOxfordSheffieldSouthamptonSt AndrewsSussexUCLWarwickYork


And their Benchmark for Recruitmentfrom Lower Socio-economic GroupsBathBristolCambridgeDurhamEdinburghExeterImperial CollegeKing's College LondonLeicesterLSELoughboroughNottinghamOxfordSheffieldSouthamptonSt AndrewsSussexUCLWarwickYork


• Fundraising Strategy• Graduate Employment Strategy• Academic Promotions Policy• Widening Participation Strategy• Teaching & Learning Strategy• Estates Strategy


• Fundraising Strategy• Graduate Employment Strategy• Academic Promotions Policy• Widening Participation Strategy• Teaching & Learning Strategy• Estates Strategy


Milburn and Elitism in the Professions• July 2009• Calls for “urgent action to break closedshop mentality which still characterisesthe professions in Britain”


Graduates with an extra dimension• It’s the excellent academic qualifications of ourgraduates plus the variety of students and theirjourney to get here that give them an extradimension.


Engaging our students


The Big Idea: Become a graduatewith an extra dimension.• The core proposition should be no different tothe graduate employer proposition.• Our students have to live up to theexpectations that we put out there.• The key is creating the narrative about whatthey do at University that contributes to theirextra dimension.• And getting them to live up to that.


If we want to change our reputation wemust stand for something that is clearand distinctive….


This presentation is copyright RichardTaylor, University of Leicester © 2012All rights reserved. Used with permission.

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