Campaign Marketing Communications Plan
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Campaign Marketing Communications Plan. Goals. Inform a wide range of alumni about Campaign priorities and funding needs Inspire and motivate alumni, parents, and friends to engage with Cornell and support the Campaign

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Presentation Transcript

Goals
Goals

  • Inform a wide range of alumni about Campaign

  • priorities and funding needs

  • Inspire and motivate alumni, parents, and friends to engage with Cornell and support the Campaign

  • Support efforts to identify and cultivate the “next generation of donors”

  • Celebrate Campaign milestones and promote progress in reaching our goals


Audiences
Audiences

  • Alumni, Parents, and Friends (potential donors)

    • Tracked prospects

    • Untracked donors

    • Non-donors

    • Young alumni

  • Volunteers

  • AA&D staff


  • Research

    Audit of previous Campaign materials

    Regional focus groups

    Preliminary message testing (Case for the Campaign drafts and discussion paper)

    Research


    Research key findings

    Case should be emotional and inspirational, appeal to both “heart and head”

    Sense of urgency – why now?

    Look forward, not back

    Explain what this Campaign will do and its impact (measurable outcomes)

    Research/Key Findings


    Research key findings1

    Cornell’s distinctive qualities – diversity, “any person…any study,” physical setting, commitment to need-blind admission and undergraduate education

    Cornell is a leader in serving the world, importance of land-grant mission (“Cornell is the best place to solve world problems”)

    Cornell is “life changing” for alumni, promotes a “can-do” attitude where anything’s possible

    Research/Key Findings


    Message

    Any person…any study made relevant to the 21st century

    The Campaign will enable Cornell to be the leading research university committed to undergraduate, graduate, and professional education and service to the citizens of the world

    Message


    Message1

    Educating tomorrow’s leaders (undergraduate, graduate, professional student aid and support)

    Faculty excellence (recruitment and retention)

    Collaborative culture (interdisciplinary programs and facilities)

    Strategic research investments

    - Life Sciences, Computing & Information Science, Sustainability, Humanities

    Message

    Campaign Priorities


    Strategy
    Strategy professional student aid and support)

    • Develop and deliver messages and materials that are:

      • Personalized

      • Engaging

      • Integrated

      • Responsive

    • Print-on-demand: customize communications for prospective donors


    Strategy1
    Strategy professional student aid and support)

    • Short-term (year one)

      • Promote Campaign launch; begin creating widespread awareness of Campaign goals and priorities; emphasis on tracked prospects

    • Longer-term

      • Build momentum, extend message reach and penetration and saturate the market

      • More carefully target messages and media to new prospects and other critical audience segments, respond to evolving Campaign needs and shifting priorities


    Methods tactics
    Methods/Tactics professional student aid and support)

    • Plan and execute principal marketing communications materials and activities

      • Campaign case statement

      • College, unit, and priority case brochures

      • Other collateral (annual giving, endowment, gift planning)

      • Fact sheets

      • Campaign website

      • Campaign video/DVD

      • Kick-off and Campaign events


    Methods tactics1
    Methods/Tactics professional student aid and support)

    • Leverage existing communications vehicles

      • Communique magazine

      • Cornell e-News (monthly electronic newsletter)

      • Cornell Alumni Magazine

      • Other AA&D, university, college, and unit vehicles


    Methods tactics2
    Methods/Tactics professional student aid and support)

    • Introduce new alumni outreach tools, maximize use of e-communication

      • Alumni e-community

      • giving.cornell (e- catalogue of funding needs)

      • Cornell Campaign update (annual report)

      • Strategic broadcast emails


    Follow up research
    Follow-up research professional student aid and support)

    • Are we reaching alumni with Campaign messages?

    • How can we better tailor the messages and media to impact niche audiences?


    How will University Communications support professional student aid and support)

    the Campaign marketing communications plan?


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