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Marketing Institutional Capabilities

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Marketing Institutional Capabilities

  1. 1. Marketing Institutional Capabilities Presenter Dr. Amit Bando Director, Technical Services Division
  2. 2. Goal Oriented Marketing • Effective Marketing – Uses resources efficiently – Focuses on tangible results – Leads to successful transactions 2
  3. 3. Develop Marketing Resources • Review information on institutional capabilities and resources - prioritize • Identify key capabilities and resources that can be accessed in the near term • Develop an “Elevator Speech” 3
  4. 4. Develop a Marketing Strategy • An 4
  5. 5. Identify the Audience • Identify the different market segments • Prioritize the market segments – Who has immediate needs? – Who can pay? – Other criteria? • Determine the level of engagement for each segment 5
  6. 6. Refine Marketing Material • Develop a “layered approach” – Build on initial Elevator Speech to develop different “pitches” for each market segment – Design and produce marketing material • • • • Print material Web-site material Audio-visual material Other 6
  7. 7. Refine Marketing Material • Develop a “layered approach” – Build on initial Elevator Speech to develop different “pitches” for each market segment – Design and produce marketing material • • • • Print material Web-site material Audio-visual material Other 6

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