The Marketing & Communication (MarCom) pillar includes the marketing and communication departments of six faculties, as well as the Marketing & Communications division at the Berchmanianum. In the context of the cost-saving assignment for the MarCom pillar, the following hypotheses have been formulated:
- Organizing operations more efficiently
- Working with more data and being goal-oriented
- Setting up automation initiatives (including AI content generation and relationship management)
- Phasing out outdated ICT systems
- Taking on external video and photography initiatives in-house
Last summer, nine working groups were formed based on target groups and areas of expertise, both within the division and in the faculties. They tested the hypotheses for financial impact, impact on FTE in the pillar, impact on the organisation (with complexity/feasibility) and impact on services. This resulted in savings initiatives that were bundled where possible, and on that basis, a list of definitive savings initiatives was drawn up, which are described in the deep-dive report:
- Savings through bundling and uniform cooperation
- Savings on student employees
- Savings on systems and licences
- Savings on image and use of external contractors
- Savings on various equipment budgets
The report examined when savings could be realised and whether this would enable the column to meet its annual target. The report was presented to and approved by the steering group. A pillar meeting is scheduled for 23 October, at which feedback will be provided to employees about the decisions and the follow-up. Preparations are being made for the implementation phase, with Rob Vaessen taking on the role of project manager.
Planning
Current status
The deep dive has been completed and the five savings initiatives have been shared across the pillar. The initiative entitled “bundling and efficient collaboration” has been developed into an improvement plan, partly due to its content and scope. Broad feedback is being gathered from stakeholders for this purpose, which will form the basis for the implementation plan. The other initiatives have been developed into project plans and are currently being implemented.