How to build a great marketing team for case

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  • 15 leaders on 25 boards vs a handful just two years ago
  • More NC professors of the year since 1994 than any other institution in the state
  • Our student continue to rate us well on the NSSE survey as we are in the top 50 percentile in all 5 categories and top 10 percentile in 4 of the 5.
  • How to build a great marketing team for case

    1. 1. Building a Great Marketing Team February 21, 2011
    2. 2. Queens of Yesteryear <ul><li>All women </li></ul><ul><li>Liberal arts </li></ul><ul><li>Undergrad only </li></ul><ul><li>Founded by the Presbyterian Church </li></ul>
    3. 3. Queens Today <ul><li>University </li></ul><ul><li>Co-ed </li></ul><ul><li>7 colleges and schools </li></ul><ul><li>2,600 plus students with growing enrollment </li></ul><ul><li>Momentum with fundraising </li></ul>
    4. 4. My Job: To Raise Queens’ Profile
    5. 5. What I Found <ul><li>Understaffed </li></ul><ul><li>Overwhelmed </li></ul><ul><li>Bunker mentality </li></ul><ul><li>No big wins to celebrate </li></ul><ul><li>Muddy lines of responsibility </li></ul><ul><li>Strained/dysfunctional relationships </li></ul>
    6. 6. Step 1: Looking Inward
    7. 7. Team Structure and Talent <ul><ul><li>Right people in the right seats </li></ul></ul><ul><ul><li>Only as strong as your weakest player </li></ul></ul><ul><ul><li>Re-align roles for greater empowerment and accountability </li></ul></ul><ul><ul><li>Build leadership capacity </li></ul></ul>
    8. 8. Building a New Team Dynamic <ul><ul><li>Clarity on who’s responsible for what </li></ul></ul><ul><ul><li>Do less and do it better </li></ul></ul><ul><ul><li>Keeping everyone in the know </li></ul></ul><ul><ul><li>Outcomes not outputs </li></ul></ul><ul><ul><li>Take time for camaraderie </li></ul></ul>
    9. 9. Reminders for Leaders <ul><ul><li>Let trust grow on its own time </li></ul></ul><ul><ul><li>Be visible and transparent </li></ul></ul><ul><ul><li>People are motivated differently </li></ul></ul><ul><ul><li>Take the time to mentor and coach </li></ul></ul><ul><ul><li>Lift up their accomplishments </li></ul></ul>
    10. 10. Office of Marketing & Community Relations Giovani Gonzalez Graphic Designer Rebecca Anderson VP, Marketing & Community Relations Jennifer Matz Community Relations Eric Hill Internet Marketing Reena Arora Social Media & Presidential Support Vanessa Willis Media Relations Amanda Archer Special Events Paige Gialanella Creative Services David Hill Project Manager Daniel Sutton Graphic Designer
    11. 11. Step 2: Facing Outward
    12. 12. If It’s Broken, You Must Fix It
    13. 13. Three Major Priorities Per Year
    14. 15. Community Leadership
    15. 17. Find “Trojan Horse” Partners
    16. 18. Nurture Relationships Across Campus
    17. 19. Step 3: Measure and Communicate
    18. 20. Website Tracking December 2010
    19. 21. Social Media Tracking December 2010
    20. 22. Media Tracking Report December 2010
    21. 23. The Cobbler Must Have Shoes (or, Don’t Forget to Tell Your Own Story) <ul><li>Daily QNews newsletter to celebrate coverage </li></ul><ul><li>Encourage word of mouth among clients </li></ul><ul><li>Bring clients together to discuss what works </li></ul><ul><li>Distribute monthly and annual reports </li></ul><ul><li>Campus updates </li></ul><ul><li>Present at faculty/department meetings </li></ul><ul><li>Deans council meetings </li></ul><ul><li>Trustee meetings </li></ul>
    22. 24. Q & A

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