A workshop from the 2017 Utrecht Conference considering city influence and the role of place in a university's reputation, hosted by Tania Rhodes-Taylor, Vice Principal (External Relations), The University of Sydney and Alan Ferns, Associate Vice President for External Relations and Reputation, The University of Manchester.

As cities increasingly develop and measure their civic brands and promote these to diverse audiences, this workshop explored how this can impact, for good or bad, on a University’s reputation. What are the challenges and opportunities presented by a City brand and in what way can universities leverage or overcome these? This was an interactive and candid workshop based on real examples and should be of interest to anyone who has or is about to consider the role of place as part of their reputation strategy.

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2017 Utrecht Conference: Day 1 Workshop 3 - City Influence: Brand, Engagement and Civic Power - Tania Rhodes-Taylor, Alan Ferns

Tania Rhodes-Taylor joined The University of Sydney in February 2017 as Vice Principal, External Relations. Tania leads the work to improve coordination of the University’s external engagement activities and in developing ways of ensuring that staff and students can easily and effectively move between the University and our external partners.

Prior to joining The University of Sydney, Tania was Director of Marketing and Communications at Queen Mary University of London where she had overall responsibility for external relations and reputation development including international partnerships, marketing, communications and student recruitment. Tania has previously worked in the corporate and government sectors and began her career with Unisys, including a period working in Asia, before moving to work for government agencies and, since 2007, within the higher education sector.

Alan Ferns is Associate Vice-President for External Relations and Reputation at The University of Manchester, the UK’s biggest and most popular university. He is responsible for providing coordination, leadership and strategic direction for a wide range of external relations and reputation building activities and functions.

Prior to taking up his current role in January 2017, Alan was Director of Communications and Marketing at The University of Manchester where he managed the award winning central communications and marketing team. He also provided the strategy and leadership for a wider community of communications and marketing professionals across the University responsible for delivering communications and engagement activity for 40,000 students, 11,000 staff and 350,000 alumni. He has worked in the field of University communication since 1983 at the Universities of Lancaster, Salford and Manchester.

If you want to find out more about attending this year’s conference please visit our conference page or get in touch via email.