Choose your own adventure marketing mashup
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My abstract for the eduWeb Conference 2012 was awfully ambitious. I thought I could cover all of these topics in a one hour session (which includes time for Q&A). So, instead I decided to crowdsource the presentation by putting up all of the topics we could talk about and the crowd picked the top three. We ended up touching on nearly everything in this deck at least a bit, but generally at a 50,000 foot view.
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Choose your own adventure marketing mashup
- 1. Choose your own adventure marketing mashup Advertised as: Threads of Change in Marketing Communications Rachel Reuben Associate Vice President, Marketing Communications title credit: @plautmaayan
- 2. I’m nuts. Walk through Ithaca College’s recent rebranding effort Talk about how I re-organized my department to support this effort How to build an institutional strategic marketing plan How to build a licensing and trademark enforcement program How to evaluate emerging technologies that may aid or hinder marketing efforts Role of social media Changing roles and skill sets for marcom pros
- 3. Rebranding Effort: Problems No single core message(s) used college-wide Logo did not contain the word “College,” making advertising out of the immediate area challenging Print + web (or anything else) were not integrated Extremely siloed structure
- 4. Rebranding Effort: Problems Logo garden Declining demographics Increased competition Support college’s strategic plan: IC 20/20
- 5. Brand Identity Development Timing Tips for achieving buy-in Partners in research and identity development Creative development Launch & implementation plan
- 6. The results New brand promise New brand statement New core messages New logo, visual identity and Identity Standards book New Ready campaign New templates Reskinned website Brand awareness advertising campaign
- 11. Re-org!
- 12. Change is scary.
- 13. Change is good. Change is forward-thinking. Change is building a solid foundation. Change is adapting to current & future needs. Change is taking risks. Change is needed. Change is good.
- 14. July 2010
- 15. Client Marketing Recruitment Communication Creative Services Services Marketing ✦ Media relations ✦ Cross-platform visual ✦ School-based MCMs ✦ Undergraduate Admission ✦ Social media designers/developers ✦ Project management ✦ Creative copywriting ✦ Web communication ✦ Print production ✦ Sports information ✦ Recruitment magazine ✦ Alumni magazine ✦ Photography ✦ Writers/editors ✦ Video production ✦ Crisis communication Graduate marketing brand management & IMC
- 16. July 2012
- 17. Building an Institutional Strategic Marketing Plan
- 19. Licensing & Trademark Enforcement Program ithaca.edu/licensing
- 20. Evaluating emerging technologies that may aid or hinder marketing efforts
- 21. Our toolbox activeCollab Dropbox Google Analytics & Urchin readMedia Vocus CMS = home grown Hoot Suite Fire Engine Red Sprout Social Social Engine Google sites (wiki & docs) Intuit QuickBase - coming
- 22. Ahead Editorial workflow content management system Magazines on iPads (iAuthor)
- 23. Ithaca College is social
- 26. Managing social media Multimedia Content Specialist Training sessions Form for student organizations private Twitter list to monitor Social media strategies and coordination group (academic schools)
- 27. Our social media toolbox Listening stations & alerts Analytics/Measurement Sprout Social Sprout Social Hoot Suite Vocus Tweet Deck Google Analytics Vocus Social Ping Tweetbot Facebook Insights Google Alerts Bit.ly
- 28. Managing Social Media Identity Standards - social media section standards templates pride themes
- 29. Social media - engagement & integration
- 30. Changing roles & skills for marcom professionals
- 31. Questions? Rachel Reuben Associate Vice President, Marketing Communications @rachelreuben rachelreuben.com
Editor's Notes
- 400 years of higher ed -- hang our hats on two things: content & credentialing\n
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- Tips for buy-in:\n - prezo: where we’re going, where we are, how we’re going to get there\n - CMAC\n - re-org - put right people in right positions; MCMs in each school\n - \n
- New brand statement, identity and core messages\n\nNew logo and visual identity\n\nNew identity standards\n\nNew templates\n\nNew brand awareness advertising campaign\n
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- challenges\nopportunities\n
- how it’s working\nnot just one time fix & done; ongoing assessment - flexible & fluid\nresources: completely through reallocation of existing budget\n
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- priority setting for workload and human & financial resources\n\n
- Every piece of merchandise with our trademarked name and protected terms needs to be approved through the licensing program.\n\nFiled for trademark in June 2010 for “Ithaca College,” received in April 2011, program implemented in July 2011. \nPartner = SMA\nBrand protection, brand awareness, consistency\nProtected terms = Ithaca College, IC, Bombers, Bomber nation, Ithaca _____\nColors = navy, gold, black, white, gray, tan, light pink\nFonts = block/print only, no script\nOfficial artwork requires (R) and TM\nIdentity standards for merchandise\nApproval process\n
- Mantra for this section: GOALS THEN TOOLS\n
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- - customer service\n- patience, diplomacy, persistence\n- political savviness, common sense\n- knowing when to pull experts in vs. DIY (when resources allow)\n- data, data, data (analytics, trends, insights, marketing dashboard)\n- realistic expectation setting\n- intergenerational workplace\n- speed\n- social media at core\n
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