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Threads of Change in Marketing Communications

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My marketing communications spotlight session for the annual CASE districts 1 & 2 joint conference in NYC on Sunday, January 22, 2012

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Threads of Change in Marketing Communications

  1. 1. Threads of Change inMarketing Communications Rachel ReubenAssociate Vice President, Marketing Communications
  2. 2. Summary?Some kind of threads / person weaving showing still not complete (ICViewphoto shoot?)
  3. 3. I am a change agent.
  4. 4. Change is good.Change is forward-thinking.Change is building a solid foundation.Change is adapting to current & future needs.Change is taking risks.Change is needed.Change is good.
  5. 5. Topics we’ll coverStarting & launching a re-branding effortRestructuring a 30+ member Marketing Communications departmentSetting priorities through an Institutional Strategic Marketing PlanCreating & implementing a licensing & trademark enforcement programPlanning & kicking off a brand awareness strategic advertising campaignEvaluating emerging technologies
  6. 6. Re-branding Ithaca College
  7. 7. ProblemsNo single core message(s) used college-wideLogo did not contain the word “College,” making advertising out of theimmediate area challengingPrint + web (or anything else) were not integratedExtremely siloed structure
  8. 8. ProblemsLogo gardenDeclining demographicsIncreased competitionSupport college’s strategic plan: IC 20/20
  9. 9. How we addressed these
  10. 10. The process
  11. 11. Survey says!
  12. 12. Advertising campaign
  13. 13. ithaca.edu/ready
  14. 14. Implementation: Three Phases
  15. 15. Changing roles & skills for marcom professionals
  16. 16. The Restructure
  17. 17. July 2010
  18. 18. Client Marketing Recruitment Communication Creative Services Services Marketing✦ Media relations ✦ Cross-platform visual ✦ School-based MCMs ✦ Undergraduate Admission✦ Social media designers/developers ✦ Project management ✦ Core messaging✦ Web communication ✦ Print production ✦ Sports information ✦ Creative copywriting✦ Alumni magazine ✦ Photography ✦ Recruitment magazine✦ Writers/editors ✦ Video production✦ Crisis communication brand management & IMC
  19. 19. January 2012
  20. 20. Institutional Strategic Marketing Plan 2011-2012
  21. 21. ISMPIntroSituational analysisGoals (to be primarily assessed in 2014)StrategiesTactical overview2012-2013
  22. 22. Licensing & Trademark Enforcement Program
  23. 23. Evaluating emerging technologies that may aid or hinder marketing efforts
  24. 24. Our toolboxactiveCollab DropboxGoogle Analytics & Urchin readMediaVocus CMS = home grownHoot Suite Fire Engine RedGoogle sites (wiki & docs) Social Engine
  25. 25. AheadEditorial workflow content management systemMobile phase IIMagazines
  26. 26. Tools, platforms, gizmos, oh my!Mobile [see infographic]Social advertising & mediaQR codesGeosocialg+TumblrPinterest (Oberlin/CASE blog)
  27. 27. Summary?Some kind of threads / person weaving showing still not complete (ICViewphoto shoot?)
  28. 28. Questions? Rachel ReubenAssociate Vice President, Marketing Communications @rachelreuben rachelreuben.com

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