The Push-Pull of Communications and Marketing: Reduce Spending, Extend Reach


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Presented at the November 2012 Georgia Education Education Advancement Council (GEAC) conference, St Simons Island, GA.

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The Push-Pull of Communications and Marketing: Reduce Spending, Extend Reach

  1. 1. The  Push-­‐Pull  of  Communica2ons  and   Marke2ng:     Reduce  Spending,  Extend  Reach     Michael  Warden,  APR     VP,  Ins2tute  Communica2ons   Georgia  Ins2tute  of  Technology     Ron  Sauder   VP,  Communica2ons  and  Marke2ng   Emory  University    
  2. 2.   OR  ELSE  …..  
  3. 3. Emory  &  Georgia  Tech  •  A  rare  public-­‐private  partnership  •  Top-­‐rated  Biomedical  Engineering  Dept.  •  Also  a  wide  range  of  other  collabora=ons:   –  Nanotechnology  research   –  Georgia  Tech–Emory  Center  for  Regenera=ve   Medicine     –  Emory-­‐Georgia  Tech  Predic=ve  Health  Ins=tute   –  TI:GER:  patent  law  and  tech  transfer  •  Both  of  us  subject  to  “pushes”  and  “pulls”  
  4. 4. Do  More  With  Less,  or   The  Marketer’s  Lament  •  Veteran  communicators  and  marketers  are  used  to  hearing   deeply  ambivalent  messages  from  senior  leadership.  On   the  one  hand:  “We’ve  got  to  tell  our  story  beQer.”  “This   place  is  the  best  kept  secret  in  _________  (fill  in  the   blank)."    •  But  on  the  other:  “What’s  the  ROI  for  public  rela=ons?”   “We’ve  got  to  figure  out  how  to  get  smarter  and  leaner.”  •  In  the  face  of  these  conflic=ng  pressures,  and  as  higher   educa=on  moves  ever  more  deeply  into  the  “new  reality”   of  the  Great  Recession,  communicators  and  marketers   cannot  expect  to  be  showered  with  money.    
  5. 5. Constant  Needs,  Fickle  Media  •  “We’ve  got  to  tell  our  story  beQer”  –  Trustees   o[en  say  –  envisioning  front-­‐page  profiles,   network  interviews  •  But  the  Tradi=onal  Media  are  changing  rapidly  –   we  are  losing  channels  to  reach  the  mass   audience  •  Just  the  latest  example:  the  incredible  shrinking   Washington  Post   –  Newsroom  downsizes  from  1,000  >>  640   –  Coordina=ng  cake  par=es  for  depar=ng  staffers  
  6. 6. “Soundbite  University”     hRp://
  7. 7. Post-­‐World  War  II  Trends  •  “Subject”  to  “Soundbite”   –  In  1946,  53%  of  ar=cles  in  the  NY  Times  men=oning  a  research  university  were   about  that  university,  focusing  on  its  research  or  ac=vi=es.     –  Today,  just  15%  of  ar=cles  men=oning  a  university  are  about  that  university   –  85%  simply  cite  high-­‐stature  faculty  for  soundbite  commentary  on  current   events.  •  Sustained  Interest   –  The  New  York  Times  has  shrunk  in  half,  while  the  number  of  news  ar=cles   referencing  research  universi=es  has  remained  constant.     –  higher  educa=on  has  increased  nearly  linearly,  to  13%  of  all  ar=cles  and  21%   of  all  front  page  ar=cles  today.   “  …  as  a  whole,  universi:es  appear  to  have  become  news   commentators  as  opposed  to  news  makers.”     Leetaru,  Kalev  &  Magelli,  Paul.  (September  2010).     The  Soundbite  University:  60  Years  of  University  News  Coverage.    
  8. 8. A  Tale  of  Two  Universi2es  
  9. 9. Lessons  for  Prac22oners  •  Be  relevant;  respond  to  what’s  driving  the  news  •  Cul=vate  faculty  media  brands  •  Media-­‐train  faculty  •  Generate  media  guides   “Many  universi:es  are  rela:vely  tone-­‐deaf  in  their  press   contacts,  pouring  out  a  constant  stream  of  press  releases  on  a   preset  schedule.  The  news  media  no  longer  devotes  space  to  the   latest  university  news  and  instead  ins:tu:ons  should  look  for  :e-­‐ ins  with  current  events  and  more  strongly  promote  stories  with   the  greatest  resonance  and  relevance  to  current  events.”   Leetaru,  Kalev  &  Magelli,  Paul   The  Soundbite  University  
  10. 10. Extending  Reach  We  suggest  three  keys  to  making  our  bosses   happy,  at  least  some  of  the  =me,  by  extending   reach  –  with  no  more  money  -­‐  in  the  “new   normal”  •  Strategic  Alignment  •  Focusing  All  the  Pieces  •  New  and  Social  Media  Key  Outcomes:    repe22on  &  consistency    
  11. 11. Strategic  Alignment  •  Understanding  and  aligning  ourselves  and   communica=ons/marke=ng  ac=vi=es  and   programs  to  ins2tu2on’s  strategic  plan  is   cri=cal  to  delivering  value  to  leadership     –  Start  with  the  lifeblood  of  higher  educa=on  –   Admissions,  Government  and  Community   Rela=ons,  and  Fundraising  •  Start  with  the  ins=tu=on’s  strategic  plan  –   then  develop  a  strategic  communica2on  plan   that  supports  it  in  tangible,  measureable  ways  
  12. 12. Why  a  strategic  communica2ons  plan?  •  It  forces  you  to  think  and  act  strategically  •  It  helps  you  to  say  “no”  •  It  makes  you  look  smart  •  It  will  help  you  get  a  seat  at  the  table  •  It  is  expected  of  top  communica=ons  and   marke=ng  execu=ves*   *Lori  Doyle,  SVP,  University  Communica=ons,  Drexel  University  
  13. 13. Focusing  All  the  Pieces  •  Uncovering  and  making  use  of  all  of  the  hidden   communicators  (and  budgets)  tucked  away   throughout  our  organiza=ons   –  Touch  points  you  may  overlook:   •  President’s  office   •  Switchboard   •  Alumni  office   •  Admissions  office   •  Government  and  community  affairs   •  Not  just  about  “news  office”   –  Cri=cal  both  for  promo=on  and  advocacy  –  vital  for   crisis  communica=ons  and  issues  management  
  14. 14. Skep2cism  requires  repe22on   UNITED  STATES   MAJORITY  NEEDS  TO  HEAR  INFO  3-­‐5  TIMES  TO  BELIEVE   Ten  or  more  2mes  (10+),   Once  (1),  6%   10%   Six  to  Nine  2mes  (6-­‐9),   Twice  (2),  12%   6%   Three  2mes  (3),  34%   Four  or  Five  2mes  (4  -­‐  5),   32%   3-­‐5  2mes   66%  Q148.  [TRACKING]    Think  about  everything  you  see  or  hear  every  day  about  companies,  whether  it  is  posi=ve  or  nega=ve.  How  many  =mes  in  general  do  you  need  to  be  exposed  to  something  about  a  specific  company  to  believe  that  the  informa=on  is  likely  to  be  true?  Please  enter  the  number  of  =mes  below.  (Excludes  ‘Don’t  Know’  responses)    Informed  publics  ages  25-­‐64  in  the  U.S.    
  15. 15. Branding  and  Iden2ty   Before…  
  16. 16. Branding  and  Iden2ty   …  and  AIer  
  17. 17. GT  Branding  and  Iden2ty:  Current  
  18. 18. Georgia  Tech  Logo:  Evolving   The  Georgia   Ins=tute  of   ®  Technology  Logo   The       Georgia  Tech     Logo   ®  
  19. 19. New  and  Social  Media  •  Learn  from  the  Tradi=onal  Media   –  Forced  march  onto  the  Web  and  new  media   –  Washington  Post  –  from  front  page  to  home  page  –   and  blogs   •  Reporters  required  to  flag  Google-­‐friendly  key  words  in  their   stories  before  they  can  be  edited  …     •  35  different  daily  reports  track  Web  traffic  …   •  “Editors  receive  a  midday  performance  alert,  telling  them   whether  the  site  is  on  track  to  meet  its  traffic  goals  for  the   day.  If  it  appears  they  might  miss  their  goal,  editors  will   order  up  fresh  content.”      NY  Times,  Jeremy  W.  Peters,    February  12,  2012  
  20. 20. Diversifica2on  of  Media   TRUST  IN  INFORMATION  SOURCES  –  UNITED  STATES   2011     Informed  Public   2012     Informed  Public   +  14   +  9   32% 25% +  10   +  6   18% 16% 12% 13% 7% 2% TRADITIONAL   ONLINE  MULTIPLE  SOURCES   SOCIAL  MEDIA   CORPORATE   Q149-­‐160.  [TRACKING]  Below  is  a  list  of  places  where  you  might  get  informa=on  about  a  company.    For  each,  please  indicate  if  you  trust  it  a  great  deal,  somewhat,  not  too  much,  or  not   at  all  as  a  source  of  informa=on  about  a  company.  (Top  Box  -­‐  %  Trust  A  Great  Deal)  Informed  Publics  ages  25-­‐64  in  the  U.S.  20          ©  Edelman,  2012.  All  rights  reserved.  
  21. 21. Soundbite  vs.  Blog  
  22. 22. Higher  Ed  Blogs  (2)  
  23. 23. What’s  grist  for  the  blogs?   College  Inc.:  “The  business  behind  the  school”  •  Much  less  ‘celebra=on’     of  ins=tu=onal   •  Md.  college  leaders  praise  ‘Dream   Act’   milestones  and   •  Professors  start  their  own  MOOCs   accomplishments   •  College  voices:  The  free  online   fron=er   •  Higher  ed:  The  coming  disrup=on  •  Much  more  consumer-­‐   Campus  Overload:    “Juggle  everything:  Achieve.   oriented   And  s2ll  have  fun.”   •  Obama’s  reelec=on  sparks  racially   charged  protest  at  Ole  Miss   •  ISU  Republicans  mourn  loss   •  R.J.  Kirk  resigns  from  U-­‐Va.  board   •  How  do  women  up  their  salaries?  
  24. 24. Leveraging  blogs:    GT  Amplifier  hRp://  
  25. 25. What  is  Amplifier?  •  A  mul=-­‐contributor  news  blog  pairing  current  issues   with  commentary  from  Georgia  Tech  experts  and   providing  a  forum  to  spotlight,  "What  does  Georgia   Tech  think?"    •  Primary  goals:   –  BeQer  posi=on  Tech  as  a  research/thought  leader   –  Provide  a  unique  forum  to  posi=on  Ins=tute  exper=se  in   social  media  space   –  Allow  all  audiences  to  par=cipate  in  a  dialogue  associated   with  Ins=tute  researchers/experts   –  Help  media  more  easily  connect  GT  experts  with  =mely   news  stories   –  Create  a  flow  of  high-­‐value,  =me-­‐cri=cal  content  
  26. 26. Amplifier  –  Current  Status  •  Launched spring 2012•  Paired the blog with a Twitter feed where links to commentary are shared with targeted journalists & bloggers “followed” by Georgia Tech staff•  Built-in interactivity to allow for monitored comments•  Building momentum will take time … already connected Georgia Tech experts with CNN,   USA  Today,  Chris`an  Science  Monitor  and  other  top tier media outlets•  Currently “pulling” info from campus experts –  Goal is to eventually have them post their own commentary
  27. 27. Amplifier  News  Blog  hQp://  
  28. 28. Amplifier  News  Blog  
  29. 29. Amplifier  on  TwiRer  
  30. 30. Top  three  credible  spokespeople  consistent  globally  and  in  the  U.S.     U.S.  more  likely  to  say  academics,  person  like  yourself,  regular  employee  &  NGO  rep.  are  credible       CREDIBLE  SPOKESPEOPLE  –  GLOBAL  AND  UNITED  STATES   2012   2011   2012   Academic or expert 70%   Academic or expert 68%   #1   74%*   Technical expert in the company 64%   Technical expert in the company 66%   #3   68%   Financial or industry analyst 53%   A person like yourself 65%   #2   71%*   CEO 50%   Regular employee 50%   62%*   NGO representative 47%   NGO representative 50%   58%*   A person like yourself 43%   Financial or industry analyst 46%   47%   Government official or regulator 43%   CEO 38%   34%   Regular employee 34%   Government official or regulator 29%   31%   *Significant  difference  at   the  95%  confidence  level   vs.  2012  global   Q119-­‐126.  [TRACKING]  Below  is  a  list  of  people.  In  general,  when  forming  an  opinion  of  a  company,  if  you  heard  informa=on  about  a  company  from  each  person,  how  credible  would  the   informa=on  be-­‐-­‐extremely  credible,  very  credible,  somewhat  credible,  or  not  credible  at  all?  (Top  2  Box,  Credible:  Very  +  Extremely  Credible)  Informed  Publics  ages  25-­‐64  in  20  country  global   total  (excludes  Argen=na,  Hong  Kong,  Malaysia,  Singapore  and  UAE)  and  the  U.S.      30          ©  Edelman,  2012.  All  rights  reserved.  
  31. 31. Empowering  Our  Ins2tu2ons  •  Our  best  brand  ambassadors:  faculty  and   students  •  Leverage  them  with  new  media   –  Student  reporters  –  put  them  on  YouTube   –  All-­‐pla•orm  promo=on  of  faculty  experts  –   Galloway/AJC    
  32. 32. Best  Kept  Secret  •  Are  Communica=ons  &  Marke=ng  staffs  and   exper=se  the  “best  kept  secret”  on  your   campus?  •  How  do  we  change  the  conversa=on?  •  Doing  “PR  for  PR”  on  campuses…    
  33. 33. Contact  Info  and  Therapeu2c   Counseling       Michael  L.  Warden     Ron  Sauder