My abstract for the eduWeb Conference 2012 was awfully ambitious. I thought I could cover all of these topics in a one hour session (which includes time for Q&A). So, instead I decided to crowdsource the presentation by putting up all of the topics we could talk about and the crowd picked the top three. We ended up touching on nearly everything in this deck at least a bit, but generally at a 50,000 foot view.
1. Choose your own adventure
marketing mashup
Advertised as: Threads of Change in Marketing Communications
Rachel Reuben
Associate Vice President, Marketing Communications
title credit: @plautmaayan
2. I’m nuts.
Walk through Ithaca College’s recent rebranding effort
Talk about how I re-organized my department to support this effort
How to build an institutional strategic marketing plan
How to build a licensing and trademark enforcement program
How to evaluate emerging technologies that may aid or hinder marketing
efforts
Role of social media
Changing roles and skill sets for marcom pros
3. Rebranding Effort: Problems
No single core message(s) used college-wide
Logo did not contain the word “College,” making advertising out of the
immediate area challenging
Print + web (or anything else) were not integrated
Extremely siloed structure
5. Brand Identity Development
Timing
Tips for achieving buy-in
Partners in research and identity development
Creative development
Launch & implementation plan
6. The results
New brand promise
New brand statement
New core messages
New logo, visual identity and Identity Standards book
New Ready campaign
New templates
Reskinned website
Brand awareness advertising campaign
13. 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.
21. Our toolbox
activeCollab Dropbox
Google Analytics & Urchin readMedia
Vocus CMS = home grown
Hoot Suite Fire Engine Red
Sprout Social Social Engine
Google sites (wiki & docs) Intuit QuickBase - coming
26. Managing social media
Multimedia Content Specialist
Training sessions
Form for student organizations
private Twitter list to monitor
Social media strategies and coordination group (academic schools)
27. Our social media toolbox
Listening stations & alerts Analytics/Measurement
Sprout Social Sprout Social
Hoot Suite Vocus
Tweet Deck Google Analytics
Vocus Social Ping
Tweetbot Facebook Insights
Google Alerts Bit.ly
400 years of higher ed -- hang our hats on two things: content & credentialing\n
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Tips for buy-in:\n - prezo: where we’re going, where we are, how we’re going to get there\n - CMAC\n - re-org - put right people in right positions; MCMs in each school\n - \n
New brand statement, identity and core messages\n\nNew logo and visual identity\n\nNew identity standards\n\nNew templates\n\nNew brand awareness advertising campaign\n
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challenges\nopportunities\n
how it’s working\nnot just one time fix & done; ongoing assessment - flexible & fluid\nresources: completely through reallocation of existing budget\n
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priority setting for workload and human & financial resources\n\n
Every piece of merchandise with our trademarked name and protected terms needs to be approved through the licensing program.\n\nFiled for trademark in June 2010 for “Ithaca College,” received in April 2011, program implemented in July 2011. \nPartner = SMA\nBrand protection, brand awareness, consistency\nProtected terms = Ithaca College, IC, Bombers, Bomber nation, Ithaca _____\nColors = navy, gold, black, white, gray, tan, light pink\nFonts = block/print only, no script\nOfficial artwork requires (R) and TM\nIdentity standards for merchandise\nApproval process\n
Mantra for this section: GOALS THEN TOOLS\n
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- customer service\n- patience, diplomacy, persistence\n- political savviness, common sense\n- knowing when to pull experts in vs. DIY (when resources allow)\n- data, data, data (analytics, trends, insights, marketing dashboard)\n- realistic expectation setting\n- intergenerational workplace\n- speed\n- social media at core\n