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- Phasing out outdated ICT systems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 ‘Saving through bundling and uniform cooperation’ initiative was developed into an improvement plan and submitted to the steering committee in January. The other initiatives (such as saving on student staff and material budget) are more concrete, and have been developed into project maps. They have been established and are already being implemented.