integrated marketing, communications and branding

Transcription

1 integrated marketing, communications and branding

2 a new approach New Vice President for Marketing New Division of Marketing and Communications

3 who is in the marketing area? CURRENT Vice President for Marketing Media Relations Event Marketing Publications Marketing Communications

4 who is in the marketing area? FUTURE Advertising Promotions Special Projects Community Relations Web Content and Design Support Branding and Visual Identity Task Force (Brand Ambassadors)

5 who is in the marketing area? Every person at the College of Charleston! We re ALL responsible for the promises we make to our students, alumni, parents, community, donors and other constituents.

6 what is our mission? Build a stronger regional and national identity Enhance the College s reputation Create awareness and relevance among audiences Build a College-wide visual identity Enhance direct marketing efforts (recruitment, participation, support)

7 how do we accomplish our mission? Integrated Marketing Branding and Identity Plan Marketing plans for key areas Enhanced external communications Leadership of marketing and communications functions Strategic Planning (the strategic plan is the marketing roadmap)

8 what are the benefits? ACADEMIC ENHANCEMENT More effective and efficient recruitment of students Enhanced ability to shape overall student profile More effective retention of current students Greater success in hiring top-choice faculty and administrators Increased value of degree for alumni

9 what are the benefits? REPUTATION Better relationships with community and media Better control of institutional reputation in the marketplace More attention to, and increased attendance at, College events More positive word of mouth about the College (in person and online at Facebook, MySpace, RateMyProfessor, etc.)

10 what are the benefits? ADVANCEMENT More effective and successful fund-raising initiatives Increased success of grant and other funding proposals Better response to direct marketing for programs and initiatives More opportunities to partner and co-brand with government, private sector and other nonprofits

11 what are the returns? EFFECTIVENESS The College already spends thousands of dollars on marketing, with little coordination or central planning. Integrated marketing and branding brings together haphazardly expended resources and coordinates them into one strategic plan.

12 what is marketing? Bringing people and organizations together for mutual benefit Communicating the essence of the College s identity Ensuring that perceptions of the College are accurate Making sure that what we say about the College is backed up by what we do

13 what is integrated marketing? Every one of us thinking strategically and working together to make the College of Charleston known nationally, to build its reputation and to make it competitive.

14 what is integrated marketing? Aligning Brand Marketing (institutional identity and promise) with Direct Marketing (recruitment, retention, fund-raising, event attendance, involvement)

15 what is integrated marketing? It s shaping the moment of truth when people connect to the College of Charleston, and doing everything possible to make sure that their experience and their perception of the College is positive.

16 what is a brand? It s not a tagline, a logo, a publication or an advertisement (these are the communication vehicles)

17 what is a brand? It s an internal statement of who we are, how we re different and why we re special We use that statement to form the basis for our marketing and communications

18 what is a brand? It s the way that we: Demonstrate our common purpose and identity Raise the College of Charleston s reputation to national preeminence Set ourselves apart from our competitors Create awareness and establish relevance with our audiences

19 what is the essence of our brand? Our promise to our constituents about the COMPLETE experience that they will have when they engage with the College of Charleston.

20 how do we express our brand? Ideas Words Colors Images Emotions

21 how do we communicate our brand? Publications Newsletters Brochures Invitations Advertisements Media Relations Events Promotional Items & Merchandise Direct Mail Web Sites Videos Community Relations Business Cards Campus Vehicles Uniforms Government Relations Personal Contact

22 how do we build our brand? Phase I Situation Analysis Open Discussion about our Identity Creation of a Brand Task Force (Brand Ambassadors) Internal Assessment (identity audit) Understanding of Opportunities and Problems Competitor Assessment External Assessment (how are we perceived)

23 how do we build our brand? Phase II Brand Clarification and Development Define and Prioritize Target Audiences Analysis (where we are vs. where we want to be) Engage the Campus and Explain the Process Develop and Refine the College of Charleston s Brand Promise

24 how do we build our brand? Phase II Brand Clarification and Development Create a Brand Portfolio Institutional Brand Promise Who we are, what we want to be known for Must be important, believable and unique Brand Rationale The logic behind the Brand Promise Brand Attributes Descriptors what we want people to know Sub Brands Separate but complementary brands for schools, departments, programs, etc. Tagline Elevator Speech Graphic Identity Brand Architecture The shorthand expression of the brand A short speech that summarizes the essence of College of Charleston The visual portrayal of our brand The organization of the attributes and graphic identity into a clear whole

25 how do we build our brand? Phase III Communications Plan Overarching (or Underlying) Theme Colors, Design Elements, Photography, Typography Develop Examples (Print, Web, Advertising, Promotional) Create Brand Marketing Guidelines (The Brand Manual) Internal and External Brand Training (Develop Preferred Vendors)

26 how do we build our brand? Phase IV Execution and Assessment Implement Individual Marketing Action Plans Monitor plans for efficient use of resources and effectiveness Adjust plans for subsequent years as needed Conduct additional market research (compare against initial benchmarks)

27 the bottom line Are the branding and marketing efforts resulting in an increased response to our direct marketing (awareness and attitudes about academics, admissions, retention, development, athletics, etc.)? Are we getting the right results?

28 timeline April June 2006 Streamline Internal Marketing Structure Introduction of the Division of Marketing and Communications Meetings with campus leaders to determine issues and needs Identify key strengths and competitive advantages Evaluation of current marketing projects

29 timeline July - September 2006 Prepare budgets and staff Recruit members to branding task force Conduct communications audit

30 timeline September June 2007 Branding Task Force conducts situation analysis, brand clarification and development Develop/Implement Interim Marketing Plans Continuous updates to campus Participate in Web Site task force

31 timeline July - August 2007 Brand Task Force develops Brand Communication Plan Create Brand Manual Internal and vendor training

32 timeline September 2007 Campus launch and celebration of the College of Charleston Brand Implement brand marketing and communications plans Launch brand flagship (College of Charleston Magazine) Continue internal and vendor training Begin assessment and measurement of results

33 timeline Future Years Measure, Analyze, Respond!

34 if you forget everything else, remember this! Branding and Integrated Marketing IS Making a Promise that Matters Communicating the Promise Living the Promise Strengthening the Promise

35 thank you for your time! Comments Questions Suggestions