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

1. Threads of Change in
Marketing Communications
Rachel Reuben
Associate Vice President, Marketing Communications

3. Summary?
Some kind of threads / person weaving showing still not complete (ICView
photo shoot?)

4. I am a change agent.

5. 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.

6. Topics we’ll cover
Starting & launching a re-branding effort
Restructuring a 30+ member Marketing Communications department
Setting priorities through an Institutional Strategic Marketing Plan
Creating & implementing a licensing & trademark enforcement program
Planning & kicking off a brand awareness strategic advertising campaign
Evaluating emerging technologies

7. Re-branding Ithaca College

8. 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

9. Problems
Logo garden
Declining demographics
Increased competition
Support college’s strategic plan: IC 20/20

10. How we addressed these

11. The process

12. Survey says!

13. Advertising campaign

17. ithaca.edu/ready

18. Implementation:
Three Phases

19. Changing roles & skills for
marcom professionals

20. The Restructure

21. July 2010

22. 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

23. January 2012

24. Institutional Strategic Marketing Plan
2011-2012

25. ISMP
Intro
Situational analysis
Goals (to be primarily assessed in 2014)
Strategies
Tactical overview
2012-2013

26. Licensing & Trademark Enforcement
Program

27. Evaluating emerging technologies that
may aid or hinder marketing efforts

28. Our toolbox
activeCollab Dropbox
Google Analytics & Urchin readMedia
Vocus CMS = home grown
Hoot Suite Fire Engine Red
Google sites (wiki & docs) Social Engine

29. Ahead
Editorial workflow content management system
Mobile phase II
Magazines

30. Tools, platforms, gizmos, oh my!
Mobile [see infographic]
Social advertising & media
QR codes
Geosocial
g+
Tumblr
Pinterest (Oberlin/CASE blog)

31. Summary?
Some kind of threads / person weaving showing still not complete (ICView
photo shoot?)

32. Questions?
Rachel Reuben
Associate Vice President, Marketing Communications
@rachelreuben rachelreuben.com