(2006) Building a Pyramid: Working Towards an Integrated Identity

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(January 2006) A perspective on the process of integration for marketing and communications. Covered the mechanics and basic rules to deliver long term value.

(January 2006) A perspective on the process of integration for marketing and communications. Covered the mechanics and basic rules to deliver long term value.

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Transcript

  • 1.  
  • 2. Summary
    • A perspective on the process of integration
    • Cover some of the mechanics and basic rules to deliver long term value
  • 3. Quick Audience Survey
    • How many involved in:
    • Administration
    • Advancement
    • Alumni Relations
    • Affiliated with Higher Ed (Consultants, etc.)
    • Communications & Marketing
    • Financial Aid
    • Instruction
    • Student Services
  • 4. The (First) Cliché
    • The only stupid question is….
  • 5. The (Second) Cliché
    • Washington Apples
    • Florida Oranges
  • 6. Today’s Mantra
    • Even if your messages are not integrated
    • the perception of your institution is.
  • 7. What is Integrated Marketing Communications?
    • A management concept that is designed to make all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing work together as a unified force , rather than permitting each to work in isolation .
    • http://marketing.about.com/cs/glossaryofterms/l/bldef_imc.htm
  • 8. Quick Question
    • Anyone involved in such a process?
  • 9. What is Integration?
    • Integration = fusion, combination
    • Integration ≠ single, monolithic entity
  • 10. An Eye-Q Test
  • 11.  
  • 12.  
  • 13.  
  • 14.  
  • 15.  
  • 16.  
  • 17.  
  • 18. Institution: Integrated Environment
    • Projects cross organizational layers and responsibilities
    • Integrated Environment is a result of institutional c ulture
  • 19. (Another Mantra) The Cross-currents of Success
    • Strategic success starts from the top down operational success flows the other way
  • 20. Organizing a Policy
    • Policies ≠ Policing Policies ≈ Traffic Rules
    • Ensure a smooth flow of operational processes
  • 21. Building a Policy
    • Avoid do’ and don’ts built in isolation
    • Use an interactive process with recognition of responsibilities and priorities
    • Engage administration in development and all layers for feedback and testing
    • Flexibility and creativity is key for integrated results
  • 22. IM is key to IM
    • Internal Marketing helps develop
    • Integrated Marketing
    • Volunteer – instruction, employee groups
    • Be proactive
    • Listen
  • 23. Policies : Quality Control
    • Quality Control is/should be the foundation of a policy
    • QC notorious for operational bottlenecks
    • Bottlenecks may be fatal
  • 24. QC : Build resources
    • Easily accessible comprehensive resources help:
    • UMKC www.umkc.edu/brand
    • UC www.uc.edu/branding
  • 25. QC : Suggestions
    • Beyond style guides and manuals:
    • A session as a part of orientation
    • Brown bag lunches
    • Project management processes
    • Calendar for cyclical projects
    • Build awareness and participation earlier into the process
  • 26. Audience
    • Integration need not compete with segmentation
    • Evaluate Audiences from the lifecycle perspective
  • 27.  
  • 28.  
  • 29. IM and the Lifecycle
    • Focus beyond the target stage of the cycle
    • Address the preceding & following stages
  • 30.  
  • 31. A Relay Marathon or a Marathon Relay
    • Use areas of overlap to develop cross-functional projects
    • Move towards a relationship development model to deliver long term value
    • Examples: Alumni at Career Fairs and Mentoring Networks
  • 32. Messages & Channels
    • Beyond sprinkling URLs and splashing logos
    • Understand the status of the relationship and work to advance it
    • Integrated messages are a result of integrated processes
    • Home work and preparation pays off!
  • 33. Messages & Channels
    • Channels such as the Web are ideal for integration and repurposing content
    • Examples: Admitted student sites and connecting scholarships to programs
  • 34. Admitted Students Howard Payne University
  • 35. www.myhpu.com – Close up
  • 36. www.miami.edu/futurecanes
  • 37. Northwest College – Programs Page
  • 38. Programs Page Close Up www.northwestcollege.edu
  • 39. Parting Tips
    • All projects are local
    • Split focus: long and short term approaches help
    • Resistance is a reality: use it as a feedback tool and tuning device
    • Remember it is a marathon (its easier after 20 miles)
    • The pyramids were not build in a day!
  • 40. Thank You!
    • Any ????
    • [email_address]
    • www.hasth.com/DSS