CATALYST Marketing Plan

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This is the first marketing plan created for CATALYST Strategic Design Review, a publication of the Design Management Program at Pratt Institute.

This is the first marketing plan created for CATALYST Strategic Design Review, a publication of the Design Management Program at Pratt Institute.

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  • 1. The mission of CATALYST Strategic Design Review is to stimulate thinking and encourage conversation about the role of strategic design in defining and developing an economically, socially and environmentally sustainable future. benefits goals mix resources products mission SWOT competition market implementation strategy
  • 2. CATALYST content emphasizes the value of applying the creative design process to the solution of complex challenges, which are often considered outside the realm of traditional design disciplines . benefits goals mix resources products mission SWOT competition market implementation strategy
  • 3. CATALYST represents the Pratt DM Program to the greater public and increases the visibility and perceived value of the degree. benefits goals mix resources products mission SWOT competition market implementation strategy
  • 4. Current Products benefits goals mix resources products mission SWOT competition market implementation strategy Digital publication Blog Printed publication
  • 5. Future Products benefits goals mix resources products mission SWOT competition market implementation strategy Email distribution Web site Events
  • 6. Strengths + Leadership + Talent base (design and marketing) + Pratt credibility + Reputable contact base + Alumni network + Positive first impression + Free + Visually engaging benefits goals mix resources products mission SWOT competition market implementation strategy
  • 7. Weaknesses
    • Student time
    • Lack of resources
    • Varied editorial expertise
    • Little brand recognition
    • Unmanaged email distribution
    • Printed version unavailable to the public
    • Digital format not ideal for reading
    • Social and eco connection to strategic
    • design can be stronger
    benefits goals mix resources products mission SWOT competition market implementation strategy
  • 8. Opportunities + Social media + Increasing digital access + Interest in social and eco responsibility + Leverage strategic partnerships + Exposure from events benefits goals mix resources products mission SWOT competition market implementation strategy
  • 9. Threats
    • - Overload of similar content
    • - Email overload
    • Copyright diligence
    • Tight budget
    • - Established competition
    benefits goals mix resources products mission SWOT competition market implementation strategy
  • 10. Academic & Professional Journals Consumer Magazines Blogs & Web sites benefits goals mix resources products mission SWOT competition market implementation strategy
  • 11. Design leaders Business leaders Digital Print benefits goals mix resources products mission SWOT competition market implementation strategy
  • 12. Target benefits goals mix resources products mission SWOT competition market implementation strategy Business leaders Social innovators Design leaders DM
  • 13. Segmentation benefits goals mix resources products mission SWOT competition market implementation strategy
  • 14. Ideal Segments benefits goals mix resources products mission SWOT competition market implementation strategy * *
  • 15. Benefits Engaging, operational & accessible content Strategy in Action Visual Graphics Related Resources Related Blog Posts benefits goals mix resources products mission SWOT competition market implementation strategy
  • 16. Benefits Continuous conversation & networking through the blog and events benefits goals mix resources products mission SWOT competition market implementation strategy
  • 17. Short Term Goals benefits goals mix resources products mission SWOT competition market implementation strategy Brand Awareness + Sponsorship Donations + Press Mentions + Fans on Facebook + Twitter and LinkedIn Followers Readers + Constant Contacts + Blog + Google Analytics + Mygazine Analytics + Purchases from MagCloud Relevance + Clicks to external resources + Email forwarding + Mentions on social media + Repeat readership
  • 18. Long Term 2010 (yr2) + “ CATALYST Conversation ” events + Secure sponsorship + Launch CATALYSTsdr.com      2014 (yr5 + beyond) + "Redefining the Good Life" Survey + CATALYST conferences + Known as the “HBR” of strategic design benefits goals mix resources products mission SWOT competition market implementation strategy
  • 19. Marketing Mix Product: content, blog, website, events Pricing: free digital 20¢ per pg. Placement: press, distro lists, pratt.edu Promotion: partner orgs., social media, newsletter Process: subscriptions, editorial calendar Personnel: DM student volunteers, advisor, director Plant: Pratt Manhattan, personal equipt. benefits goals mix resources products mission SWOT competition market implementation strategy * * * * Target Marketing Tools
  • 20. Growth Methods Issue 2 + Social Media Presence + Constant Contact Subscription + Email Distribution + Presence on Pratt.edu Issue 3 + Partner with Design Orgs + Relationship with Press + Commenting on other blogs + Distribute Sponsor Packets + Website launch Issue 1 Issue 2 Issue 3  100%  25% Readership Growth Goals benefits goals mix resources products mission SWOT competition market implementation strategy
  • 21. Partnerships benefits goals mix resources products mission SWOT competition market implementation strategy Business leaders NET Impact TED Social innovators NGO leaders Policy Makers Pratt AIGA IDSA DMI AIA Design 21 Design leaders DM
  • 22. Personnel benefits goals mix resources products mission SWOT competition market implementation strategy
  • 23. Cost per Issue Based on current DM discretionary budget benefits goals mix resources products mission SWOT competition market implementation strategy $250 ShutterStock Subsc. (1mo.) $40 MyFonts.com (2-3 fonts) $90 Constant Contact (3mo.) $300 MagCloud (~35 copies) $290 Misc. Marketing Materials $30 website Subscription $5000 Scholarship $6000 Total
  • 24. Implementation benefits goals mix resources products mission SWOT competition market implementation strategy Constant Contact subscription Newsletter launched Content on Pratt.edu MagCloud availability December 2009 Website development Metrics recorded for Issue 2 Sponsorship packet content gathered Additional Social Media outreach Contact partner organizations January 2010
  • 25. Implementation benefits goals mix resources products mission SWOT competition market implementation strategy Issue launch Website launch Event hosted Compile list of potential sponsors February Sponsor outreach Send subscription link to event attendees Gather and analyze metrics from first 3 issues March
  • 26. Thanks!