• Save
Threads of Change in Marketing Communications
Upcoming SlideShare
Loading in...5
×
 

Threads of Change in Marketing Communications

on

  • 977 views

My marketing communications spotlight session for the annual CASE districts 1 & 2 joint conference in NYC on Sunday, January 22, 2012

My marketing communications spotlight session for the annual CASE districts 1 & 2 joint conference in NYC on Sunday, January 22, 2012

Statistics

Views

Total Views
977
Views on SlideShare
969
Embed Views
8

Actions

Likes
1
Downloads
0
Comments
0

3 Embeds 8

http://www.linkedin.com 4
http://rachelreuben.com 3
https://www.linkedin.com 1

Accessibility

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Threads of Change in Marketing Communications Threads of Change in Marketing Communications Presentation Transcript

  • Threads of Change inMarketing Communications Rachel ReubenAssociate Vice President, Marketing Communications
  • Summary?Some kind of threads / person weaving showing still not complete (ICViewphoto shoot?)
  • I am a change agent.
  • 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.
  • Topics we’ll coverStarting & launching a re-branding effortRestructuring a 30+ member Marketing Communications departmentSetting priorities through an Institutional Strategic Marketing PlanCreating & implementing a licensing & trademark enforcement programPlanning & kicking off a brand awareness strategic advertising campaignEvaluating emerging technologies
  • Re-branding Ithaca College
  • ProblemsNo single core message(s) used college-wideLogo did not contain the word “College,” making advertising out of theimmediate area challengingPrint + web (or anything else) were not integratedExtremely siloed structure
  • ProblemsLogo gardenDeclining demographicsIncreased competitionSupport college’s strategic plan: IC 20/20
  • How we addressed these
  • The process
  • Survey says!
  • Advertising campaign
  • ithaca.edu/ready
  • Implementation: Three Phases
  • Changing roles & skills for marcom professionals
  • The Restructure
  • July 2010
  • Client Marketing Recruitment Communication Creative Services Services Marketing✦ Media relations ✦ Cross-platform visual ✦ School-based MCMs ✦ Undergraduate Admission✦ Social media designers/developers ✦ Project management ✦ Core messaging✦ Web communication ✦ Print production ✦ Sports information ✦ Creative copywriting✦ Alumni magazine ✦ Photography ✦ Recruitment magazine✦ Writers/editors ✦ Video production✦ Crisis communication brand management & IMC
  • January 2012
  • Institutional Strategic Marketing Plan 2011-2012
  • ISMPIntroSituational analysisGoals (to be primarily assessed in 2014)StrategiesTactical overview2012-2013
  • Licensing & Trademark Enforcement Program
  • Evaluating emerging technologies that may aid or hinder marketing efforts
  • Our toolboxactiveCollab DropboxGoogle Analytics & Urchin readMediaVocus CMS = home grownHoot Suite Fire Engine RedGoogle sites (wiki & docs) Social Engine
  • AheadEditorial workflow content management systemMobile phase IIMagazines
  • Tools, platforms, gizmos, oh my!Mobile [see infographic]Social advertising & mediaQR codesGeosocialg+TumblrPinterest (Oberlin/CASE blog)
  • Summary?Some kind of threads / person weaving showing still not complete (ICViewphoto shoot?)
  • Questions? Rachel ReubenAssociate Vice President, Marketing Communications @rachelreuben rachelreuben.com