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Creative services, anyone?

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In 2010, William & Mary established the Office of Creative Services within the university’s central communication division. This "in-house agency" blends the capabilities and talents of the former …

In 2010, William & Mary established the Office of Creative Services within the university’s central communication division. This "in-house agency" blends the capabilities and talents of the former university publications office and the former university web team. Creative Services offers an array of services in support of university-level communication and is committed to a strategic approach for university messaging.

This presentation will focus on 1) the assessment required to evaluate needs and build consensus for a creative services organization on your campus, 2) the transitional and organizational development challenges that will be present when bringing a new creative services unit to life, 3) the metrics used to evaluate the success of the first 18 months.

Download the podcast: http://2011.highedweb.org/presentations/MMP1.mp3

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  • Transcript

    • 1. Creative services, anyone? HighEdWeb 2011 Susan T. Evans | Senior Strategist | mStoner
    • 2. What is it?an in-house creative team that blends capabilities across mediums
    • 3. 1. What problem are you trying tosolve?2. Imagine a bright future.3. Watch what you wish for, you mightget it.4. Take it from someone who knows.
    • 4. Tell me your troubles.
    • 5. Same story,different campus.
    • 6. Close your eyes and dream.
    • 7. If you werestarting from scratch...
    • 8. Use a place of ideas,William & Mary is emotion.exceptional education, and unlike any otheruniversity in America. In my view, we arestruggling to consistently represent who weare and what we do to those who know usand to those who know of us. A creativeservices operation could be an engine ofcreativity, a place where talented peoplewho love the College can use multipleforms of communication to tell the William& Mary story.
    • 9. Be direct.Currently, a number of committees areworking hard to coordinate communicationopportunities. I think William & Mary coulddo better. A creative services team couldcome to work everyday thinking about waysto explain and promote what happens onour campus. A creative services team couldproduce an integrated splash whereindividual creative elements like photos andlanguage and graphics all come together tomake a lasting impression.
    • 10. So you got what you wanted.
    • 11. Next up,organizationalidentity crisis.
    • 12. Who we are...We offer the skills and expertise of anaward-winning (in-house) creativeagency.We want to bring currently outsourcedcreative work in house.We promote and explain academics.
    • 13. I’ve been there.
    • 14. 2010: the year oflessons learned.
    • 15. Some people just want services. You’re offering creative services.
    • 16. Answer the phone. Customer service calls make you better.
    • 17. Quickly or quality? Both!Some of our best work didn’ttake a lot of time or planning.
    • 18. Print is different. “Publish” really means something.
    • 19. Set people up todisappoint you and they will. Ping them but don’t start.
    • 20. As soon as possible.Don’t work back from whenever.
    • 21. Campus evangelist here. The third time’s a charm.
    • 22. If you don’t know where you’re going,any road will get you there. Just ask Alice.
    • 23. Sometimes you have to say no. People will thank you for it.
    • 24. But don’t beafraid to say yes.It doesn’t always mean more work.
    • 25. BONUS MATERIAL
    • 26. The results? The work!Mobile websiteCampus-wide events calendarMobile app30-second institutional TV spotSocial media aggregatorFacebook splash page for fundraisingNew viewbook and microsite for prospectivesSocial media user groupFoursquare presenceW&M Experts web databaseSimple web forms tool15 videos (with no dedicated to video position)
    • 27. Questions? #yourturn
    • 28. Thanks.http://clients.mstoner.com/highedweb11/susanSusan T. EvansSenior Strategistsusan.evans@mstoner.com@susantevansoffice: 757.565.1726mobile: 757.903.1120

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