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Wharton Human Resources Spring Staff Training Program

This document outlines key elements of the Wharton School's Spring Staff Training Program, focusing on branding/marketing, public relations/media relations, and publications. It details various roles within the organization, highlighting communication strategies and fostering connections within the alumni network through regular outreach. Additionally, it introduces key personnel involved in these areas, providing insights into their responsibilities and initiatives aimed at enhancing Wharton's visibility and engagement both internally and externally.

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Wharton Human Resources Spring Staff Training Program

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  1. Wharton Human Resources Spring Staff Training Program Wharton Communications April 6, 2006

  2. What We Do • Branding/Marketing • Public Relations/Media Relations • Publications • Alumni Magazine

  3. Related Communications Roles • Barbara Gyde, Advertising/Wharton School Publishing • Cynthia Russell, Director of Dean’s Communications • Knowledge@Wharton

  4. What we do: Branding & Marketing • Mike Baltes/Barbara Gyde • Overall messaging • Integration of look and feel • Work with Marketing/Comm staff to be brand ambassadors • Rankings

  5. What We Do: Media Relations/PR • Strategic story placement • Faculty expertise • Reactive media calls/evaluation • TV and radio studios • Seminars for Business Journalists • Press releases • Internal communications • Counsel senior administrators/ faculty/alumni/students

  6. What we do: Publications • Strategic partners with key programs • MBA, MBA for Exec, UG, PhD • Print, Web, SEO • Integration of School brand with program objectives • Build consistency for look and feel

  7. What we do: Alumni Magazine • Primary communication vehicle for 81,000+ alumni • Quarterly • Mix of alumni/faculty profiles and School news • Advertising model

  8. Advertising/Merchandising • Barbara Gyde • Broad school advertising (mostly Exec Ed and MBA for Exec) • T-shirts, hats, mugs, etc.

  9. Who We Are:Public Relations/Media Relations • Meghan Laska, Sr. Assoc. Director • Day-to-day media queries; press releases and backgrounders; student conferences; story pitches; Wharton Update; faculty expertise • Tracy Liebman, Sr. Assoc. Director • Wharton West; Undergraduate; Wharton School Publishing; faculty expertise

  10. Public Relations/Media Relations cont. • Peter Winicov, Sr. Assoc. Director • Wharton Entrepreneurial Programs; Wharton Global Family Alliance; Knowledge@Wharton; Seminars for Business Journalists • Joanne Spigonardo, Coordinator • Seminars for Business Journalists, fund-raising and logistics; campus tours for media; Alumni Magazine advertising; general media support

  11. Public Relations/Media Relations cont. • Phyllis Stevenson, Administrative Asst. • F&A; budgets, purchase orders, etc.; office manager; work studies; media support • MBooth & Associates • NYC-based PR firm; general media relations support

  12. Who We Are: Publications • Karuna Krishna, Director • Manage project workload; Pubs budget; project leadership; new initiatives; brand guidelines and compliance; logo monitor • Leo Charney, Associate Director • Online strategy; SEO; new messaging for website; writing and project management for UG/MBA recruiting and marketing materials • Sue Scerbo, Associate Director • Writing, project management for MBA for Exec and Doctoral recruiting and marketing materials; MBA Career Report; support External Affairs projects

  13. Publications cont. • Eric Morgan, IT • Set up and manage Pubs servers; develop and support main Wharton websites, and technology on all Pubs projects • Kathy Menkes, Coordinator • Coordination and update of main website; manage budgets and administration; manage editor@wharton mailbox • Ruth Hatchell, P/T Administrative Asst. • General admin and reception; faculty photography; supports editor mailbox • Graphic Designer (TBD) • Freelancers

  14. Who We Are: Alumni Magazine Kelly Andrews, Editor Coordination/Admin/Work Study Alumni Affairs

  15. Key Websites • Wharton main • 125th • Identity Guide/Publications • Staff e-newsletter • Facts-at-a-Glance • Alumni Magazine

  16. Key Sources of Information • 125th brochure • Video • Knowledge@Wharton • Alumni Magazine • Homepage web stories • Wharton in the News

  17. Key Sources of Information cont. • Alumni in the News • Homepage news and events • Get it Started newsletter • Media Room

  18. Q&A • Any questions?

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