Summary <ul><li>A perspective on the process of integration </li></ul><ul><li>Cover some of the mechanics and basic rules ...
Quick Audience Survey <ul><li>How many involved in: </li></ul><ul><li>Administration </li></ul><ul><li>Advancement </li></...
The (First) Cliché <ul><li>The only stupid question is….   </li></ul>
The (Second) Cliché <ul><li>Washington  Apples </li></ul><ul><li>Florida  Oranges   </li></ul>
Today’s Mantra <ul><li>Even if your messages are not integrated </li></ul><ul><li>the perception of your institution is.  ...
What is Integrated Marketing Communications?   <ul><li>A management concept that is designed to  make all aspects of marke...
Quick Question   <ul><li>Anyone involved in such a process? </li></ul>
What is Integration?   <ul><li>Integration = fusion, combination </li></ul><ul><li>Integration ≠ single, monolithic entity...
An Eye-Q Test
 
 
 
 
 
 
 
Institution: Integrated Environment <ul><li>Projects cross organizational layers and responsibilities </li></ul><ul><li>In...
(Another Mantra) The Cross-currents of Success <ul><li>Strategic success starts from the top down operational success flow...
Organizing a Policy <ul><li>Policies ≠ Policing Policies ≈ Traffic Rules  </li></ul><ul><li>Ensure a  smooth flow  of oper...
Building a Policy <ul><li>Avoid do’ and don’ts built in isolation </li></ul><ul><li>Use an interactive process with recogn...
IM is key to IM <ul><li>Internal Marketing helps develop </li></ul><ul><li>Integrated Marketing </li></ul><ul><li>Voluntee...
Policies : Quality Control <ul><li>Quality Control is/should be the foundation of a policy  </li></ul><ul><li>QC notorious...
QC : Build resources <ul><li>Easily accessible comprehensive resources help: </li></ul><ul><li>UMKC www.umkc.edu/brand </l...
QC : Suggestions <ul><li>Beyond style guides and manuals: </li></ul><ul><li>A session as a part of orientation  </li></ul>...
Audience <ul><li>Integration need not compete with segmentation  </li></ul><ul><li>Evaluate Audiences from the lifecycle p...
 
 
IM and the Lifecycle <ul><li>Focus beyond the target stage of the cycle </li></ul><ul><li>Address the preceding & followin...
 
A Relay Marathon or a Marathon Relay  <ul><li>Use areas of overlap to develop cross-functional projects </li></ul><ul><li>...
Messages & Channels  <ul><li>Beyond sprinkling URLs and splashing logos </li></ul><ul><li>Understand the status of the rel...
Messages & Channels  <ul><li>Channels such as the Web are ideal for integration and repurposing content </li></ul><ul><li>...
Admitted Students Howard Payne University
www.myhpu.com – Close up
www.miami.edu/futurecanes
Northwest College – Programs Page
Programs Page Close Up www.northwestcollege.edu
Parting Tips  <ul><li>All projects are local </li></ul><ul><li>Split focus: long and short term approaches help </li></ul>...
Thank You!  <ul><li>Any ???? </li></ul><ul><li>[email_address] </li></ul><ul><li>www.hasth.com/DSS </li></ul>
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(2006) Building a Pyramid: Working Towards an Integrated Identity

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(January 2006) A perspective on the process of integration for marketing and communications. Covered the mechanics and basic rules to deliver long term value.

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(2006) Building a Pyramid: Working Towards an Integrated Identity

  1. 2. Summary <ul><li>A perspective on the process of integration </li></ul><ul><li>Cover some of the mechanics and basic rules to deliver long term value </li></ul>
  2. 3. Quick Audience Survey <ul><li>How many involved in: </li></ul><ul><li>Administration </li></ul><ul><li>Advancement </li></ul><ul><li>Alumni Relations </li></ul><ul><li>Affiliated with Higher Ed (Consultants, etc.) </li></ul><ul><li>Communications & Marketing </li></ul><ul><li>Financial Aid </li></ul><ul><li>Instruction </li></ul><ul><li>Student Services </li></ul>
  3. 4. The (First) Cliché <ul><li>The only stupid question is…. </li></ul>
  4. 5. The (Second) Cliché <ul><li>Washington Apples </li></ul><ul><li>Florida Oranges </li></ul>
  5. 6. Today’s Mantra <ul><li>Even if your messages are not integrated </li></ul><ul><li>the perception of your institution is. </li></ul>
  6. 7. What is Integrated Marketing Communications? <ul><li>A management concept that is designed to make all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing work together as a unified force , rather than permitting each to work in isolation . </li></ul><ul><li>http://marketing.about.com/cs/glossaryofterms/l/bldef_imc.htm </li></ul>
  7. 8. Quick Question <ul><li>Anyone involved in such a process? </li></ul>
  8. 9. What is Integration? <ul><li>Integration = fusion, combination </li></ul><ul><li>Integration ≠ single, monolithic entity </li></ul>
  9. 10. An Eye-Q Test
  10. 18. Institution: Integrated Environment <ul><li>Projects cross organizational layers and responsibilities </li></ul><ul><li>Integrated Environment is a result of institutional c ulture </li></ul>
  11. 19. (Another Mantra) The Cross-currents of Success <ul><li>Strategic success starts from the top down operational success flows the other way </li></ul>
  12. 20. Organizing a Policy <ul><li>Policies ≠ Policing Policies ≈ Traffic Rules </li></ul><ul><li>Ensure a smooth flow of operational processes </li></ul>
  13. 21. Building a Policy <ul><li>Avoid do’ and don’ts built in isolation </li></ul><ul><li>Use an interactive process with recognition of responsibilities and priorities </li></ul><ul><li>Engage administration in development and all layers for feedback and testing </li></ul><ul><li>Flexibility and creativity is key for integrated results </li></ul>
  14. 22. IM is key to IM <ul><li>Internal Marketing helps develop </li></ul><ul><li>Integrated Marketing </li></ul><ul><li>Volunteer – instruction, employee groups </li></ul><ul><li>Be proactive </li></ul><ul><li>Listen </li></ul>
  15. 23. Policies : Quality Control <ul><li>Quality Control is/should be the foundation of a policy </li></ul><ul><li>QC notorious for operational bottlenecks </li></ul><ul><li>Bottlenecks may be fatal </li></ul>
  16. 24. QC : Build resources <ul><li>Easily accessible comprehensive resources help: </li></ul><ul><li>UMKC www.umkc.edu/brand </li></ul><ul><li>UC www.uc.edu/branding </li></ul>
  17. 25. QC : Suggestions <ul><li>Beyond style guides and manuals: </li></ul><ul><li>A session as a part of orientation </li></ul><ul><li>Brown bag lunches </li></ul><ul><li>Project management processes </li></ul><ul><li>Calendar for cyclical projects </li></ul><ul><li>Build awareness and participation earlier into the process </li></ul>
  18. 26. Audience <ul><li>Integration need not compete with segmentation </li></ul><ul><li>Evaluate Audiences from the lifecycle perspective </li></ul>
  19. 29. IM and the Lifecycle <ul><li>Focus beyond the target stage of the cycle </li></ul><ul><li>Address the preceding & following stages </li></ul>
  20. 31. A Relay Marathon or a Marathon Relay <ul><li>Use areas of overlap to develop cross-functional projects </li></ul><ul><li>Move towards a relationship development model to deliver long term value </li></ul><ul><li>Examples: Alumni at Career Fairs and Mentoring Networks </li></ul>
  21. 32. Messages & Channels <ul><li>Beyond sprinkling URLs and splashing logos </li></ul><ul><li>Understand the status of the relationship and work to advance it </li></ul><ul><li>Integrated messages are a result of integrated processes </li></ul><ul><li>Home work and preparation pays off! </li></ul>
  22. 33. Messages & Channels <ul><li>Channels such as the Web are ideal for integration and repurposing content </li></ul><ul><li>Examples: Admitted student sites and connecting scholarships to programs </li></ul>
  23. 34. Admitted Students Howard Payne University
  24. 35. www.myhpu.com – Close up
  25. 36. www.miami.edu/futurecanes
  26. 37. Northwest College – Programs Page
  27. 38. Programs Page Close Up www.northwestcollege.edu
  28. 39. Parting Tips <ul><li>All projects are local </li></ul><ul><li>Split focus: long and short term approaches help </li></ul><ul><li>Resistance is a reality: use it as a feedback tool and tuning device </li></ul><ul><li>Remember it is a marathon (its easier after 20 miles) </li></ul><ul><li>The pyramids were not build in a day! </li></ul>
  29. 40. Thank You! <ul><li>Any ???? </li></ul><ul><li>[email_address] </li></ul><ul><li>www.hasth.com/DSS </li></ul>

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