1. MARKETING PLAN – 2013
Marketing Plan
Overview

2. MARKETING PLAN – 2013
• to develop an energized plan in order to increase understanding,
awareness, engagement with our customers and within Wiley
• unify and align WFN across all audiences - developing a concept and plan of
action that would achieve high impact and recognition
*A holistic perspective
• evaluation of current mission, vision and values
Purpose
•create a rebranding, repositioning strategy and marketing plan in order to:
• reestablish ourselves with customers and colleagues
• modernize our brand,
• increase brand understanding and awareness,
• increase brand engagement
•to effectively launch and communicate our revitalized brand message
•create an efficient way of communicating within our team now and going forward
Goal
•Update Look and Feel of WFN Brand
•Update Branding and Guidelines
•Update programs and services to reflect changes
•Create a timeline with a PLAN OF ACTION that includes executables, that has WFN team
weigh-in and buy-in
Action

3. MARKETING PLAN – 2013
BRAND
REJUVENATION
Brand
Audit
Results
from
Audit
Mission,
Vision
Values,
Attributes
Strategies
Brand
Purpose

4. MARKETING PLAN – 2013
• Team Meetings
• Data from events
• Observation of WFN
awareness
• SWOT Analysis
• Team feedback
BRAND
REJUVENATION
Brand
Audit
Results
from
Audit
Mission,
Vision
Values,
Attributes
Strategies
Brand
Purpose

5. MARKETING PLAN – 2013
• Who we are
• What we do
• Our values and
characteristics
• What sets us apart
BRAND
REJUVENATION
Brand
Audit
Results
from
Audit
Mission,
Vision
Values,
Attributes
Strategies
Brand
Purpose

6. MARKETING PLAN – 2013
“BRINGING EVERYTHING TOGETHER” -
FULL CIRCLE PERSPECTIVE, ALIGNMENT,
EVOLVEMENT, GROWTH
• Taking our customers out of silos and creating one “pool”
• Eliminating the “disconnects” between cross-Wiley teams
and functions – WFN as the bridge
BRAND
REJUVENATION
Brand
Audit
Results
from Audit
Mission,
Vision
Values,
Attributes
Strategies
Brand
Purpose
A customer
experience with a
holistic approach

7. MARKETING PLAN – 2013
“BRINGING EVERYTHING TOGETHER”
• Capitalizing, utilizing the features
we already have…
• but integrating them in a more
seamless, complete manner in
order to provide our customers
with the ultimate Wiley Faculty
Network Experience.
• Our competitive advantage:
• ENGAGEMENT and
• CUSTOMER SERVICE
A customer experience with a holistic approach

8. MARKETING PLAN – 2013
MISSION:
VISION:
• Anticipating ways we can best inspire and serve educators who are dedicated
to their professional development and drive for student success in a
collaborative, academic environment
• Anticipating ways we can best inspire and serve educators who are dedicated
to their professional development and drive for student success while looking
to the future of education
• Continue to build a network of educators, thought leaders and teaching
innovators that cultivate an active learning experience in the exchange of
building, testing and applying knowledge
BRAND
REJUVENATION
Brand
Audit
Results
from Audit
Mission,
Vision
Values,
Attributes
Strategies
Brand
Purpose

9. MARKETING PLAN – 2013
VALUES:
• COLLECTIVE – THE HOLISTIC APPROACH TO
ENCOMPASSING ALL WILEY SERVICES
• ADVOCACY
• COMMUNICATION
• INTEGRITY
• VISIONARY
• PROFESSIONAL
• ENGAGING
• INSPIRATION
• PASSION
• DEDICATION
• ENTHUSIASM
BRAND
REJUVENATION
Brand
Audit
Results
from Audit
Mission,
Vision
Values,
Attributes
Strategies
Brand
Purpose

10. MARKETING PLAN – 2013
VALUES:
• COLLECTIVE – THE HOLISTIC APPROACH TO ENCOMPASSING ALL WILEY
SERVICES
• ADVOCACY
– MENTORS
– SUPPORT AND GUIDANCE
– RESOURCES AND TRAINING
– PEER-TO-PEER COMMUNITY
– AUTHORS, THOUGHT-LEADERS
• VISIONARY
– LOOKING TO THE FUTURE OF EDUCATION
– OFFER SERVICES TO BEST FIT NEEDS FOR ANY TEACHING STYLE
– SUPPLY INFORMATION THAT IS RELEVANT
– INNOVATIVE ATTITUDES
• PROFESSIONAL
– PROVIDE A COMMUNITY THAT CONNECTS PROFESSIONALS
– PROVIDE A PLATFORM THAT IS NON-THREATENING
– CUSTOMER SERVICE
– CONTINUING EDUCATION AND PROFESSIONAL DEVELOPMENT NEEDS
THAT ARE BACKED BY CREDIBLE ORGANIZATIONS, AUTHORS, THOUGHT
LEADERS AND PRACTIONERS
• ENGAGING
– OFFER A NETWORK THAT ALLOWS YOU TO INTERACT WITH OTHERS
– OFFER EVENTS THAT ARE APPEALING, QUALITY, EFFECTIVE
– CUSTOMER SERVICE THAT IS PERSONAL AND ENGAGING
• DEDICATION
– TO HELPING YOU DEVELOP PROFESSIONALLY
– TO PROVIDING THE UTMOST QUALITY
– TO BE THE INDUSTRY LEADER IN CUSTOMER SERVICE
– TO HELPING EDUCATORS GAIN THE TOOLS AND KNOWLEDGE THEY NEED
– TO ACADEMIC INTEGRITY
BRAND
REJUVENATION
Brand
Audit
Results
from Audit
Mission,
Vision
Values,
Attributes
Strategies
Brand
Purpose

11. MARKETING PLAN – 2013
BRAND
REJUVENATION
Brand
Audit
Results
from
Audit
Mission,
Vision
Values,
Attributes
Strategies
Brand
Purpose
Ways to implement:
• Ultimate goal to effectively communicate with
customers – for attaining, retaining –
LESS IS MORE
• Strategically weaving information about our
services into various communications that will
drive targeted audience to explore various
facets of WFN and Wiley colleagues
• Increasing the presence of Mentors on
various platforms – WFN and Wiley-wide –
• to promote our most valuable resource
• remind and inform ways Wiley colleagues can
implement mentors into their selling strategies,
marketing development plans and successfully
deliver superior customer service
• expose mentors to various mentoring opportunities
• encourage their professional development
• upholds our focus/reposition strategy of being
academic re-focused
• Establishing better relationships with our
Wiley colleagues
*Our Mission, Vision and Values will be the
driving force behind everything we do

12. MARKETING PLAN – 2013
BRAND
REJUVENATION
Brand
Audit
Results
from
Audit
Mission,
Vision
Values,
Attributes
Strategies
Brand
Purpose
Ways to implement:
• Effective Communications
• Weaving/Integrating Information
• Increasing Mentor Involvement and
Engagement
• Increasing and Improving Internal
Relationships
Where to start:
• Update look and feel
• Update branding and guidelines
• Update programs and services to reflect
changes
• Create a timeline with a plan of action
and executables

13. MARKETING PLAN – 2013
Brand Audit and
Brand Purpose 
WFN Brand
Rejuvenation
• (RE)FOCUS:
– Academic
– Professional development
– Timely, relevant, progressive
– Community
• Comprised of educators, academic
thought leaders, teaching innovators
• Positive, engaging environment in a
non-threatening platform
– Mentor engagement
– Bridging the gaps to Wiley
– Customer service
• (RE)POSTION: (Our Message)
– The Wiley Faculty Network
Experience
– **HOLISTIC APPROACH
NEXT STEPS…
BRAND
REJUVENATION
Brand
Audit
Results
from Audit
Mission,
Vision
Values,
Attributes
Strategies
Brand
Purpose
SUMMARY

14. MARKETING PLAN – 2013
Where are we going to communicate the
WFN Brand Rejuvenation:
• Mission, Vision and
Values
• Rebranding
• Programs & Services
• Communications

15. MARKETING PLAN – 2013
How are we going to
communicate the
WFN Brand
Rejuvenation:
• Mission, Vision and Values
– Update Mission Statement
– Update Vision Statement
– Finalize WFN Values
– Update the WFN Description

16. MARKETING PLAN – 2013
How are we going to
communicate the
WFN Brand
Rejuvenation:
• Rebranding
– Update Our Look & Feel
– Brand rejuvenation elements to
focus on:
• Modernizing
• Professional
• Engagement
– Adding these elements together to
create new look and feel:
• Certain characteristics of old WFN look
and feel
• New Wiley branding guidelines
• Implementing the Brand Rejuvenation
elements

17. MARKETING PLAN – 2013
Rebranding - Update Our Look & Feel

18. MARKETING PLAN – 2013
Rebranding - Update Our Look & Feel

19. MARKETING PLAN – 2013
How are we going to
communicate the
WFN Brand
Rejuvenation:
• Programs & Services
– WFN Values to be implemented in
all programs and services:
• Advocacy
• Visionary
• Professional
• Engaging
• Dedication
– Online Events
– Mentor Program

20. MARKETING PLAN – 2013
Programs & Services

21. MARKETING PLAN – 2013
How are we going to
communicate the
WFN Brand
Rejuvenation:
• Communications
– WFN Values to be implemented in
all programs and services:
• Advocacy
• Visionary
• Professional
• Engaging
• Dedication
– Website/blog
– Direct Marketing
– Social Media
– WFN Emails
– Promotions and Marketing Materials
– Marketing Campaigns

22. MARKETING PLAN – 2013
WFN Brand Rejuvenation
Next Steps…

23. MARKETING PLAN – 2013
How are we going to
communicate the
WFN Brand
Rejuvenation:
• Mission, Vision and Values
– Description, copy
• Rebranding
– Our Look & Feel
• Programs & Services
• Communications
– Website/blog
– Direct Marketing
– Social Media
– WFN Emails
– Promotions and Marketing Materials
– Marketing Campaigns

24. MARKETING PLAN – 2013
How are we going to communicate the
WFN Brand Rejuvenation: