Indiana Center for Biological Microscopy (ICBM) Marketing Plan

1. Indiana Center for Biological Microscopy (ICBM) Marketing Plan Presented by: Hoa Vo Siva Vadlamannati Nikhil Singh

2. Agenda • Overview • Scope of project • Project goal • Methodology • Key Finding • Deliverables • Key Next steps

3. About ICBM • World-class center for biomedical microscopy • Founded in 1996, under grant by NIH and the Lilly Endowment • 70+ NIH supported IU Researchers and many other investigators from Indiana life science community • Data has appeared in 235+ publications • State-of-the-art imaging equipment and great facility staff services (consultation, training, experimental assistance)

4. Project Overview • Key questions: • Why revenue is declining? • What can we do to serve more than just department researchers? • What can we do to capture the growing trend of research grants for Indiana Life Science community? • Key challenges: • Lack of marketing capability and resources • Current cost structure and threat of rising cost • How do we act within current grant resources ICBM – MBA Kelley joint-project to help identify root cause for revenue decline and find opportunities, from that, develop Marketing Strategy to drive ICBM growth

5. Project Scope • Identify different user groups and select target groups • Understand what are really important to targeted customer groups • Redefine current ICBM brand equity and product offering • Recommend a marketing strategy to drive growth in usage and revenue

6. Situation Analysis • Declining revenues and usage have led to low profitability

7. Methodology • Surveys • New User survey and current user survey • Focus Group • Based on current users • Comparative study • Caltech – Biomedical Imaging Center • Vanderbilt University – VUIIS • Pittsburgh – Center for Biological Imaging • Stanford University – Cell Science Imaging Facility • UC Berkeley – Biological Imaging Facility • Synthesizing research on marketing • Seven week timeframe

8. Key Findings – Current User • Current customer base represents good experience spectrum • Need different marketing message • Need different level of support and service • Good loyalty • Scope for improvement • Need to identify why customers moved • Incentives to repeat • Rewards for loyalty

9. Key Findings – current user • Allow user to specify their needs and tell them about the offering that will meet their needs • Have support staff for quality service. • Internship • Make facility cost competitive

10. Key Findings – New User • Need to create awareness • Find customer segment who are not aware • Big potential • Identify ambassadors • Referral program • Group Discounts

11. Deliverable • Final recommendation proposal package will include: • Customer analysis • Competitive analysis • Strategic targeted user groups – short term vs. long term • Reframed value proposition for the targeted segment • Change in product offering, scope of services • Change in price mix • Communication plan • Message • Key channels • Promotion plan / Direct marketing campaigns • Overall 12 month plan with budget estimation

12. Next Steps • Synthesize data from surveys • Consult with industry experts • Develop marketing strategy • Final present to ICBM

13. Questions?

14. Appendices

15. Now (Feb 2012) May 2012 Aug 2012 Nov 2012 Feb 2013 Implementation Plan Complete Survey Customer Outreach (continuing) Feeback Sessions Begin tours/visits to ICBM Website Redesign Seminars/Courses (continuing) Data Collection Phase Implementation: Feedback Loop Implementation: Engagement Implementation: Redesign Implementation: Education