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Organized to Serve You Better University Communications and Marketing

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

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  1. Organized to Serve You BetterUniversity Communications and Marketing • July 8, 2010 • Tom Neumann, Associate Vice President • Karen Mercer, Director, Marketing Strategy and Research

  2. 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.

  3. 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.

  4. UCM Role • Brand management leadership • Consulting partnership • Use our resources to work with you on your needs for: • Recruitment • Retention • Target marketing

  5. UCM Role • Critical to start project out on a strategic approach • Understand what you need

  6. UCM Role • Collaborate and partner with you to do the job right • Maximize marketing mix • Gain the best results • Share expertise • Ex. Social media

  7. Kaizen Kai – To take apart Zen – To make good Process of continuous improvement

  8. Identified Inefficiencies • Process was inefficient • Interaction unwieldy • More than 60 steps

  9. 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

  10. Results • Reorganized for better efficiency • Augmented by agency • Triage projects • Streamlined process flow 

  11. 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

  12. 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

  13. Creative Workplan Foundation for creative development and production Background Objectives Key messages Target audience

  14. Creative Workplan Competition Timeline Specs/requirements Budget

  15. Contacts Jody Kovolyn: 2-7951, jkovoly1@kent.edu Karen Mercer: 2-8661, kmercer7@kent.edu Kevin Brosien: 2-8589, kbrosie1@kent.edu Elizabeth Henry

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