The Shifting Sands of University Funding: A Values-Benefits Driven Approach to Formulating Employer Liaison Direct Marketing Activity

This study looks at direct marketing campaigns aimed at employers by employer liaison staff within a new University. A two-phase study was undertaken, first with employers and then with employer liaison staff. The results identified disparities in approach not only between employer liaison staff and employers but also between employer liaison staff themselves. A far from coherent picture emerged with differing objectives being followed by departments and faculties. Giving due regard to various aspects of non-profit and B2B marketing models, a new University to Business (U2B) framework is proposed which draws attention to the need for employer liaison staff to recognise the power of a values-benefits driven approach and how this can be a valuable foundation for an integrated marketing communications strategy for the University.