CASE District II Conference 2011: Synergy, Enthusiasm, and a Great Opening Line are the Keys to a Successful Integrated Plan

CASE 2011Synergy, Enthusiasm, and a Great Opening Line are the Keys to a Successful Integrated Plan
Josanne DeNatale, Vice President & Co-founder Cognitive Marketing
Paul Redfern,
Director of Web Communications & Marketing, Gettysburg College
February 2011

Agenda
Introductions
Discussion
Expectations
Discussion
Gettysburg College CASE Study
Discussion
Cognitive Marketing CASE Study
Discussion
2

Questions, Comments, Discussion
http://www.facebook.com/CognitiveMarketing
3

What is marketing?
5

What is marketing?
A process (on-going; continuous)
Based upon a solid foundation of research
-customer, competition, external and internal environments
Integrated
4 key components – the 4 Ps
6

4 P’s of Marketing
Product
the “What” that we market
a service, an idea, an experience, relationships knowledge (curriculum, co-curricular)
Price
of our product - what are our customers willing to pay?
Place (Distribution)
where does the exchange take place?
what does the place offer?
how is the product delivered?
Promotion
communicating with the customer about -> product, price, place
7

To make Social Media work, you must have a brand message to share, you must galvanize the whole campus community, and you must find synergy between each separate key initiative.
What is the college brand?
What are the objectives to your integrated marketing plan?
What are your key messages?
What are your methods?
How will you measure success?
8

Gettysburg College
Garthwait Leadership CenterThe GLC provides students and alumni with knowledge, experiences, and resources to be active leaders in the 21st century.
Gettysburg College Mission StatementGettysburg College, a national, residential, undergraduate college committed to a liberal education, prepares students to be active leaders and participants in a changing world.
9

Garthwait Leadership Center
Endowed with a $1,000,000 gift Spring 2010
Collaborative group developed the marketing plan
Brand for the GLC
Visual identity
Communications plan
10

Volunteer Leadership Summit
The Volunteer Leadership Summit will gather the College’s key volunteers for a special opportunity to connect with other volunteers, celebrate the great work accomplished since the Commission on the Future, and meet with College leaders to picture and shape what lies ahead for Gettysburg College.
Visual identity
Concept
Collaborative group/President/Senior Leaders/Committee
12

Key Points
Paul will provide an insider’s perspective and show how to bring together colleagues from across campus
Collaborative both inside and outside your team
Senior Leadership involvement
Don’t be afraid to fail
Have to be involved in all 4 P’s
15

Brand Strategy & True Integration
Consistent portrayal of the school experience
Every personal and non-personal touch point
The Fifth P: People
Collaborative review and idea generation
16

Making it work in ANY institution
Facile social media users who will lunch with campus curmudgeons
Senior leadership who will just let go
A confident campus
17

Case Study – St.Thomas University (STU)
Brand strategy for the overall institution.
Integrated marketing plan to boost student recruitment/awareness building for U.S. market.
Because STU was virtually unknown, needed to promote across multi-channels.
Tactics included traditional print, electronic (email and digital publications) online banner ads, social media, online recruitment sites, and ad words.
Coordinated efforts are tracked as part of monthly editorial schedule. Media results and online traffic reported in monthly dashboard report.
18

“Gain perspective”
It has universal applicability both within and beyond Canada because it speaks, first and foremost, to the inherent promise of the liberal education St. Thomas University delivers.
For the U.S. and other international markets, this signature also speaks directly to the advantage of study outside one’s home country.
In Canada, it speaks directly to the advantage of studying in a place “away.”
In New Brunswick, it works to describe a compelling alternative to UNB and others.
It is not an empty claim of institutional superiority; rather, it is a reminder of what’s important and necessary to a well-educated and effective life; it also asserts the real benefit of a STU education.
This Signature will serve to support outreach to all constituencies of the University, including the alumni, by reminding them of the real value of what they received at STU. Its promotional power is derived from a recognizable truth about the institution; it is not hype.
21

Key Messages
STU is an extraordinary value.
STU offers a classical education, at once timeless and relevant.
STU provides a balanced and unhurried environment in which to strengthen the intellect and define the self.
STU is home to great books, great ideas, and great teachers.
STU is a community of mutual respect, understanding, and trust.
22

Campaign Planning (Marketing and Media)
Recruitment Schedule/Timeline
23

Campaign Planning (Marketing and Media)
Media Schedule
Detailed Marketing Plan
24

Editorial Schedule
25

Print pieces used for recruitment
Viewbook
Brand messaging and prompts to visit microsite are used throughout the print pieces.
Search Piece
26

Direct Mail & Web Presence
Messaging used in direct mail and email blast program is coordinated to information postings on microsite and Facebook.
College Fair postcard and microsite posting
Value postcard and microsite posting
Community postcard and microsite posting
27

Email Blasts and digital publications
28

Microsite
29

Banner Ads featuring pre-roll video
30

Online Media/Ad Venues
Alloy lead generation
Facebook page
Zinch profile and sample campaign message
31

Reporting – Monthly Dashboard
33

Reporting: Email Blasts and Digital Publications
34

Discussion
Josanne DeNatale, Vice President & Co-founder Cognitive Marketingjosanned@cogmark.com
Paul Redfern, Director of Web Communications & Marketing, Gettysburg Collegepredfern@gettysburg.edu
35

CASE District II Conference 2011: Synergy, Enthusiasm, and a Great Opening Line are the Keys to a Successful Integrated Plan

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CASE District II Conference 2011: Synergy, Enthusiasm, and a Great Opening Line are the Keys to a Successful Integrated Plan — Presentation Transcript