BRANDED. Creating a Strategic Marketing Brand for Your Institution s Conference and Events Office.

Transcription

1 BRANDED Creating a Strategic Marketing Brand for Your Institution s Conference and Events Office. Presented by: Jordan Hajacos Assistant Director, Student Centers Jessica Posey Assistant Director, Conference Services

2

3 Once Upon A Time, there were two separate offices.

4 Two Years Later.

5 How Did We Get To This? Strategic Plan What is your vision for your brand? What is your mission statement? What values do you uphold and want to bring to your operations under your new brand? Who are your key stakeholders that affect how you operate and are important to your brand?

6 Strategies and Goals Create strategies and goals that your new brand will lead and operate by. Strategy 1: Create a Seamless Operation Goals: 1. Review Current Workflow and Communication. 2. Identify Resources Strategy 2: Increase Revenue Goals: 1. For weddings, meeting spaces and special events, offer additional services and packages. 2. Implementation of Online Registration. 3. Increase Marketing Efforts.

7 Strategies and Goals Create strategies and goals that your new brand will lead and operate by. Strategy 3: Transform the Experience Goals: 1. Analyze current experience. 2. Identify what the desired experience is. 3. Track progress. Strategy 4: Cultivate Relationships 1. Identify the relationships needed in order to be successful. 2. Evaulate current relationships. 3. Create plan of action.

8 Marketing of Your New Brand New Logos identify the biggest revenue generating services you offer and create their own logo that matches your new main logo. Main New Logo Meet at Vanderbilt Weddings Intern Housing Create and launch a revamped website listing your new services, including their new logos. Create and launch new print ads and distribute to your internal and external sources. Create and launch your new brand on social media and design custom hash tags associated with your new brand and services. Facebook Twitter Instagram Pinterest Youtube

9 Marketing of Your New Brand New Website Social Media Facebook Twitter (#meetatvu) Instagram Pinterest New business cards, postcards, mailers, stationary. Promotional Items Mugs Pens Flash drive Toiletries for Conference Guests Reusable Bags Folders with business card slots Hand sanitizer LED keychain flash lights New Print Ads Campus and local paper. Athletic events. Meeting Planner Guides. Unique Venues.

10 Marketing of Your New Brand - Weddings Social Media same as the Meet at Vanderbilt social media, except different hashtag of #weddingsatvanderbilt. Invite local wedding planners over for a party showcasing your ceremony and reception spaces. Attending bridal shows. Promotional Items Wedding Survival Kit New Print Ads The Knot Local paper. Wedding Planner Guides. Unique Venues.

11 Marketing of Your New Brand - Weddings

12 Marketing of Your New Brand Intern Housing Same website as Meet at Vanderbilt. Social Media - Same Instagram account as Meet at Vanderbilt, but has it s own: Ads Facebook Twitter (#vuinternhousing) Pinterest Campus paper, digital ads in student centers, flyers for building bulletin boards, campus career center. Local paper. blasts to Campus Departments, Community Partners, Fortune 500 companies, Chamber of Commerce, Company Headquarters. Unique Venues.

13 Marketing of Your New Brand Special Events What classifies as a special event? Holiday Parties Commencement reception and luncheons Reunion Parties Concerts Trade Shows Testing Centers Social Media under Meet at Vanderbilt. Ads Create unique ads that can appeal to all different types of special events and market to the companies that it applies to.

14 What to Consider? Will your campus partner support a one stop shop? Customers prefer to only have to deal with one person/department for all of their needs. Can your office handle being the middle man between departments? Will your campus partners agree to charge you instead of the client?

15 Challenges Two separate budgets. Overlapping of office seasons. Two different office locations. Sharing student workers can lead to scheduling conflicts. Communication issues. 10 different professional staff members who do the students consider who their boss is?

16 The Good, The Bad and The Ugly The Good: Dollar Shave Club Miami University The Armstrong Student Center The Bad: Quiznos Spongemonkeys Skittles Touch The Rainbow

17 Look Whose Part of the Meet at..family Just to name a few..

18 Let s Chat Some More What has been some of your successful marketing strategies that you have used for your brand? Are you in the middle of re-branding your office? Tell us about it! Thanks for Spending Your Time With Us!