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Organized to Serve You Better University Communications and Marketing. July 8, 2010 Tom Neumann, Associate Vice President Karen Mercer, Director, Marketing Strategy and Research. Change.

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organized to serve you better university communications and marketing
Organized to Serve You BetterUniversity Communications and Marketing
  • July 8, 2010
  • Tom Neumann, Associate Vice President
  • Karen Mercer, Director, Marketing Strategy and Research
change
Change
  • Senior leadership with a new view of how to get work done, new priorities, new direction, greater accountability.
  • Need to align with institutional priorities and goals to emphasize gaining national recognition as a research institution.
change1
Change
  • Need to implement a comprehensive, strategic approach to marketing in order to successfully attract students and communicate with other stakeholders, meet the expectations of senior leaders and be more effective in our work.
ucm role
UCM Role
  • Brand management leadership
  • Consulting partnership
  • Use our resources to work with you on your needs for:
      • Recruitment
      • Retention
      • Target marketing
ucm role1
UCM Role
  • Critical to start project out on a strategic approach
  • Understand what you need
ucm role2
UCM Role
  • Collaborate and partner with you to do the job right
  • Maximize marketing mix
  • Gain the best results
  • Share expertise
        • Ex. Social media
kaizen
Kaizen

Kai – To take apart

Zen – To make good

Process of continuous improvement

identified inefficiencies
Identified Inefficiencies
  • Process was inefficient
  • Interaction unwieldy
  • More than 60 steps
results
Results
  • Process that sets expectations on both sides
        • Shortens timeframe
        • Sharpens direction
  • Team to work with you upfront
  • Research – what you have and what you need
  • Start with creative workplan
results1
Results
  • Reorganized for better efficiency
  • Augmented by agency
  • Triage projects
  • Streamlined process flow 
new workflow
New Workflow

Reduced number of steps and delays

Added marketing strategy and research function

Created project coordinator role

Defined creative director position

Began daily team meeting

process
Process

Call Jody Kovolyan

Team determines path

Contact from marketing strategy team or creative team

Creative workplan

Creative development, internal review

Proofs/approval/production/delivery

creative workplan
Creative Workplan

Foundation for creative development and production

Background

Objectives

Key messages

Target audience

creative workplan1
Creative Workplan

Competition

Timeline

Specs/requirements

Budget

contacts
Contacts

Jody Kovolyn: 2-7951, [email protected]

Karen Mercer: 2-8661, [email protected]

Kevin Brosien: 2-8589, [email protected]

Elizabeth Henry

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