The document outlines steps for developing an effective marketing strategy, including reviewing institutional capabilities and resources to prioritize key offerings, developing an elevator speech, identifying target audiences and their needs, and creating a layered approach to marketing materials tailored for each audience segment. The overall goal is to use resources efficiently and focus on tangible results that lead to successful transactions.

1. Marketing Institutional
Capabilities
Presenter
Dr. Amit Bando
Director, Technical Services Division

2. Goal Oriented Marketing
• Effective Marketing
– Uses resources efficiently
– Focuses on tangible results
– Leads to successful transactions
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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”
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4. Develop a Marketing Strategy
• An
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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
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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
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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