Arber joins UCLan as marketing chief to oversee brand repositioning
Joel Arber has joined the University of Central Lancashire (UCLan) as its director of marketing and communications.
Arber has joined from Dig for Fire where he was client services director and will now be tasked with leading a major brand repositioning programme for the university which will be led with a focus on online engagement across all marketing and communications activity.
That will include internal communications to proactive social media engagement while
Arber will look to engagement potential and current students alongside opinion forming audiences such as career advisors.
Arber, said: “UCLan is an excellent University with a clear vision. Its brand will evolve to reflect this vision more clearly: demonstrating our quality and academic credentials through a clear set of brand values and human voices.
“The University will seek to move from one-size-fits-all communications, to more targeted, personalised methods of reaching our diverse audience groups that include traditional undergraduates, mature students and potential business partners.”
The University has already embarked on a major overhaul of its customer relationship management system to ensure that potential students receive direct marketing that is relevant to them through a medium they are comfortable with.