Maximising Imperial’s potential as a force for good

Playing to our strengths

We build Imperial’s international brand and support wider institutional objectives by telling Imperial’s unique story in all our communications.

Imperial is a STEMB powerhouse in a world beset by problems to which science and technology hold the answers; an engine of economic growth amid economic uncertainty.

Imperial has a track record of real-world impact and an ambitious strategy for the future. We are home to some of the world’s most brilliant minds and are based in one of the greatest cities in the world, London.

Imperial is a category apart.

The things that make Imperial special – its STEMB focus, cutting-edge research, brilliant people, and culture of innovation – will feature front and centre in our words and our visuals.

• Science for Humanity provides a framework of core themes and messaging. This framework helps us zoom out from the numerous stories Imperial generates daily, enabling us to focus on one clear narrative.
• This leaves plenty of room to ‘share the wonder’ and communicate the full range of our work – from dark matter exploration to dinosaur discovery and plenty in between – that is interesting to a general audience, highly shareable, and on which we have a track record of landing positive coverage in top-tier international outlets.
• The new Imperial website is our digital ‘shop window’, used to showcase strategy initiatives and enable user journeys that directly support student recruitment and advancement objectives.
• High-quality images and video showcase our research, innovation and impact and convey boldness, modernity and precision.
• Our investment in our brand identity and commitment to brand strategy and management is an important part of how we build the Imperial brand globally and encourage others to join us, partner with us and invest in us.
• Our Imperial Values underpin all of this work – both in how we work and in the story we tell.

Making the most of research

We make the most of Imperial’s ground-breaking research to support wider institutional objectives and Imperial’s mission.

We know our work to showcase Imperial research encourages new partnerships and funding streams, raises our public profile and recognition for our experts, and inspires the next generation of science enthusiasts and problem-solvers to join us.

• We have a track record of using our most compelling research to generate positive coverage in some of our most important and hard-to-reach international markets, including North America.
• We use Imperial’s world-class facilities and campuses to offer dynamic filming and venue opportunities for a range of influencers and policymakers, from documentary makers to government ministers.
• We use Imperial’s profile, credibility, brilliant people and cutting-edge facilities, combined with strategic engagement with influential journalists, influencers and opinion formers and responsiveness to public, political and media discussions, to influence the media agenda and narrative.
• We present our research in the context of Imperial’s strategy and mission to help convey that – whether delivered by Imperial alone or in collaboration with others – it didn't just happen at Imperial, it happened because of Imperial.
• We extend the reach of positive media coverage of our research through social media and network sharing.

Investing in our people

We support and strengthen our community and support wider institutional objectives through transparent, timely and engaging communications and engagement with our students, staff and alumni.

An engaged, inclusive and thriving community is the foundation of any successful institution.

Imperial’s staff and students embody its brilliance and the Imperial brand. Turning the Science for Humanity vision into reality will depend on the active involvement of our entire community.  

• We collaborate with staff, students and alumni to create and disseminate authentic, engaging content.
• We highlight staff and student achievements to build pride within the community and attract external audiences. Through our staff and students, we can showcase our brilliance and values in action, including our commitment to equality, diversity and inclusion. 
• Our experts and academics are not just spokespeople, they are thought leaders and generators of innovative ideas.
• Our alumni are more than an audience: they are partners, investors, donors; a channel for our communications; and a source of content.
• Established engagement events such as our In Conversation with the President and Provost sessions and Professional Services Discussion and Networking series facilitate discussions, demystify decision-making and create opportunities to actively listen to our community. These are complemented by opportunities for more focused engagement and co-creation.
• As we move through the implementation phase of our institutional strategy and the enabling strategy that supports it, we offer the Imperial community more tailored engagement opportunities and options to ‘zoom in’ on their specific areas of interest and to the level of detail desired.
• We use the new Imperial website, network sessions, a strategy update section in regular newsletters, and practical support for team leaders to help them explain and lead change.

Maximising impact

We get the most impact from our communications through careful planning and prioritisation.

Imperial’s communications support a wide range of objectives – from fundraising and student recruitment, to policy influence and public engagement – while presenting a coherent story. To achieve this, we:  

• are objectives-led and focus on why we’re communicating and who we are trying to reach
• identify and invest in priorities by identifying priority areas and audiences and building momentum over time
• coordinate activity by using planning and prioritisation to gather information and coordinate communication activity across the entire Imperial ecosystem
• produce tailored content to deliver clear, audience-specific messaging through the most effective channels
• learn, adapt and apply lessons from past successes to future work