Threads of Change in Marketing Communications

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

Threads of Change in Marketing Communications

by Rachel Reuben on Jan 23, 2012

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Threads of Change in Marketing Communications — Presentation Transcript