Using topical themes to unify branding approach for integrated higher education marketing across social media, public relations, direct mail, and online communications.

1. COMMUNICATIONS &
BRANDING
February 05, 2014
John McKain
Assistant Dean for Communications

2. OUTCOME-DRIVEN COMMUNICATIONS
1 PROACTIVE PLANNING
2 COLLABORATION
3 SHARED PRIORITIES
4 STORIES & BRAND RECOGNITION

3. CONNECTING KEY AUDIENCES TO THE MISSION
cultivate alumni
appeal to prospective students
demonstrate impact for legislators / government
engage outreach partners
highlight collaboration across campus

4. MARRYING THE MISSION TO THEMES

5. MEDIA DRIVES BRAND
2012/2013 MEDIA HITS 2013/2014 MEDIA HITS (to date)

6. MEDIA DRIVES BRAND

7. SUCCESS STORIES
NEUROSCIENCE + MRI FACILITY
CORNELL INSTITUTE OF FASHION AND FIBER INNOVATION
STEM AND 4-H

8. MEASURES OF SUCCESS
articles in the Cornell Chronicle
top-line news media mentions
unique visitors to the college web site
unique
media hits
115
194
400,000
475

9. STORYTELLING WITH VIDEO

10. NEW PLATFORMS, NEW STORYTELLING
OPPORTUNITIES
video
social media
web design
sesquicentennial celebration events
magazines

11. THANK YOU!
John McKain
Assistant Dean for Communications