(NU/1589 – 69) HE Competitor Tracking and Insight

We are seeking to appoint a supplier to provide real-time intelligence, across the digital landscape, on a set of competitors as defined by Newcastle University. This will help us to be more responsive to sector activity and through automation, will enable us to focus on action rather than monitoring.

The supplier is required to provide the following services and experience:

1. Automated monitoring of 10 selected HEI competitors that will track and monitor social media changes across their entire digital landscape, providing real-time alerts and informed intelligence of new marketing initiatives and emerging changes. At a minimum, this will encapsulate the following areas:

a) Organisational Alerts – news, changes in fact and figures, leadership, facilities, partnerships, events, awards, alumni, research, accommodation, equality and diversity, sustainability, reputation, and rankings.

b) Marketing Alerts – messaging changes, open day marketing, promotions and campaigns, website changes, B2B services, press alerts, student voice, homepage changes, student wellbeing, and marketing intelligence.

c) Course Alerts – new courses, course changes, course withdrawals, module changes, title changes, entry requirements, fees, online learning resources, and accreditations.

d) Social Media Alerts – Facebook, Twitter, Linked-In, YouTube, Instagram, TikTok, blogs, vlogs, and podcast activities.

e) Financial Alerts – fee changes, financial results, bursaries, scholarships and discounts, student loans, apprenticeships, business partnerships.

2. A dedicated analyst to filter web estate changes for relevancy and to summarise content, while tailoring the front-end platform to more directly match the University’s information needs and priorities.
3. Access to tailored dashboards and customised alerts to segment information flow into different business areas and ensure relevant information flows to the right groups in a timely manner. Typical content set-up could include:

a) Scholarships, bursaries and discounts

b) Changes in key messaging across different target audiences

c) Changes to entry requirements, fees, IELTS

d) New/withdrawn programmes

e) Events

f) Clearing activities

g) New partnerships (business and student recruitment)

h) Updates to APP and contextual offers

4. Provide a single Account Manager for updating and managing the product and a dedicated data analysts to ensure relevancy and appropriateness of key data flows.