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Corp Strategies 12.12.2008
Corp Strategies 12.12.2008
Corp Strategies 12.12.2008
Corp Strategies 12.12.2008
Corp Strategies 12.12.2008
Corp Strategies 12.12.2008
Corp Strategies 12.12.2008
Corp Strategies 12.12.2008
Corp Strategies 12.12.2008
Corp Strategies 12.12.2008
Corp Strategies 12.12.2008
Corp Strategies 12.12.2008
Corp Strategies 12.12.2008
Corp Strategies 12.12.2008
Corp Strategies 12.12.2008
Corp Strategies 12.12.2008
Corp Strategies 12.12.2008
Corp Strategies 12.12.2008
Corp Strategies 12.12.2008
Corp Strategies 12.12.2008
Corp Strategies 12.12.2008
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Corp Strategies 12.12.2008

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Leveraging corporate communications strategies in higher education

Leveraging corporate communications strategies in higher education

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  • In the article ”Practical Advice from the Union of ConcernedScientists” by Michael Brower, PhD, and Warren Leon, PhD:“The average American is exposed to about 3000 advertising messages aday, and globally corporations spend over $620 billion each year tomake their products seem desirable and to get us to buy them.”Union of Concerned Scientists Websitehttp://www.ucsusa.org/publications/guide.ch1.html“If you're like most consumers, you have been the target of intrusivemarketing and a constant barrage of irrelevant advertising messages.The average American sees over 3,000 advertising messages a day.If you fill out a warranty card, get divorced, buy a home, get listedin a school directory, enter a sweepstakes, purchase an item from acatalog, file an insurance claim, or perform a myriad of othereveryday activities, some company somewhere makes a record of thisfact and sells it to marketers for profit.”Superprofile Websitehttp://www.superprofile.com/problems.html
  • Integrated approach – Public Relations, Marketing, Sports Information, AthleticsTotal media mentions (as of September 12, 2008): 284Total billboard mentions (as of September 12, 2008): 72ROI (as of September 15, 2008): MetricPage impressions5.27%Unique browsers15.34%User sessions1.87%Frequency-11.73%Average page impressions5.27%Average unique browsers6.93%Average user sessions1.86%Average page impressions/user session3.25%Average page duration-3.33%Average user session duration-0.59%
  • Transcript

    • 1. Welcome!Increased CompetitionCalls forCorporate Communication Strategies
    • 2. Agenda• Challenging Environment• Changing Landscape• Brand and Positioning• Consumer Behavior and Marketing• Integrated Approach – Consumer Behavior – Corporate Communications – Corporate Culture
    • 3. Challenging Environment• Crowded field – 1,688 U.S. public institutions, including 1,045 four-year institutions• Declining cohort• Increased competition• Changing landscape• Up to 3,000 advertising messages daily• Economic circumstances• Evolving media business model
    • 4. Challenging EnvironmentAll universities have great stories to telland unique assets, but differentiatedbranding won’t occur without anintegrated, proactive approach.Standing out doesn’t happen accidently,doesn’t happen overnight and can’t besustained without a strategic, integratedpositioning agenda shared across theinstitution.
    • 5. Changing Landscape• Changing demographics• Consumer-driven• Marketing personalization• Interactive and rich media• Social media and networking• Mobile technology• Blogs• Texting and instant messaging• Video sharing and podcasting
    • 6. Brand andPositioning
    • 7. Brand Management• Brands are – More than a logo or tag line – Built from the inside out – Only as strong as their weakest touch point – Differentiators that lead to competitive advantage
    • 8. Strong Brands • Be visible and connected to the communities you serve through affiliations, partnerships, and charitable activitiesValue Proposition • Clearly and constantly communicate your value promise to build brand loyalty Strong brands are built on a solid foundation and are • Establish credibility and developed over time. believability by remaining committed to your core values Provide dependable and consistent service • Provide a solid product or service Infuse value promise within all touch points Deliver on your brand promise
    • 9. Refining An Institution’s Positioning• Lives in the minds of its many stakeholders –the sum total of their direct and indirect encounters with the institution• Becomes the promise the organization makes to its audiences on a daily basis - the essence of what the organization believes it is accomplishing• Conveys a simple, easy-to-understand concept that encompasses both current and aspirational identities
    • 10. Refining An Institution’s Positioning• Deliver the brand positioning via interactions with other influencers and interested audiences• Serves as the foundation for all communications to the organization’s key audiences• Every message communicated to a stakeholder group should be tied to the central university brand positioning
    • 11. Consumer Behavior & Marketing
    • 12. Consumer Behavior and Marketing Endless opportunities to attract and retain students Continuously plays in the background Lost opportunities due to fragmented approach Primary focus of higher learning institutions SOURCE: HAWKINS-BEST-CONEY
    • 13. Consumer Behavior and Marketing SOURCE: HAWKINS-BEST-CONEY
    • 14. An Integrated Approach
    • 15. Integrated Approach Point of clarity where all key audiences understand the brand promise
    • 16. If we do not change our direction, we arelikely to end up where we are headed. Chinese proverb Lead real change Understand culture Facilitation and Support Understand Participation and personalities Involvement Educate and energize Understand assumptions Don’t resist resistance
    • 17. Leading Change• Influence versus control• Begin within• Take the initiative• Champion the vision and benefits• Lead the conversation• Appreciate the small wins• Be visible, persistent and patient
    • 18. Champions Come Standard• Comerica Park Billboard – More than 100 media articles – Generated > $1 million in publicity – Featured in USA Today, on ESPN and other high-profile media outlets – Resulted in academic interview with the Atlanta Journal-Constitution• Integrated Team – Public Relations, Marketing, Creative Services, Sports Information, Athletic Marketing and Alumni Relations
    • 19. Synergy and Differentiation Faculty Students Donors Alumni Internal Brand Staff Public relations Marketing Athletics
    • 20. Students Staff Alumni Donors Brand Public relations FacultyAthletics Marketing Internal
    • 21. Questions?

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