Organized to serve you better university communications and marketing
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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, jkovoly1@kent.edu

    Karen Mercer: 2-8661, kmercer7@kent.edu

    Kevin Brosien: 2-8589, kbrosie1@kent.edu

    Elizabeth Henry