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Integrating the New Campaign

Integrating the New Campaign. Nick Moore - Graphic Design Coordinator Emily Vincent - Director, University Media Relations Lin Danes - Manager, E Communications & Web. Campaign Integration. Phased in coordination of new campaign Targeted immediate changes Changes over time

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Integrating the New Campaign

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  1. Integrating the New Campaign Nick Moore - Graphic Design Coordinator Emily Vincent - Director, University Media Relations Lin Danes - Manager, E Communications & Web

  2. Campaign Integration • Phased in coordination of new campaign • Targeted immediate changes • Changes over time • Stay with current brand standards

  3. Tagline Aug. 30 Conversion Excellence Agenda – Internal usage Experience for Life – External marketing

  4. Targeted Immediate Integration • Viewbook • 2011 recruitment materials • Web • Banners • Electronic e-mail signatures • Current projects

  5. Toolbox • Google analytics • E-newsletters • Usability studies • CommonSpot support & training • Focus groups • Surveys • Research • Media placement • Media relations • Vocus • Media monitoring • Graphic design • Photography • Video production

  6. Graphic Design Nick Moore Graphic Design Coordinator

  7. Visual presentation of tagline. Set in Garamond semi-bold and semi-bold italic.

  8. Logo with tagline

  9. Regional Campus Logo with tagline

  10. Logo with college and department (signatures) with tagline.

  11. Existing publications with “EXCELLENCE in Action” tagline at a 10 degree angle.

  12. Existing publications with “EXCELLENCE in Action” tagline under the logo. Web address should not appear underneath the logo

  13. For information, logo art files with the tagline contact Jody Kovolyan at 27951 or jkovoly1@kent.edu.

  14. Public Relations Emily Vincent Director, University Media Relations

  15. Introducing New Campaign Internal Communications • Create awareness & excitement • Series of presentations to inform internal key audiences • MATF • President’s Cabinet • Dean’s Council • Chairs and Directors • President’s Administrative Council

  16. Introducing New Campaign Internal Communications • Leverage internal communications vehicles • Series of articles in e-Inside • “This is coming” teaser – create buzz & excitement • Lead story in Aug. 30 issue • Coincides with conversion & 1st day of Fall classes • Very high readership • Management Update • Video with President Lefton introducing campaign

  17. Introducing New Campaign External Communications • Promote to media to reach general public, parents and future students • Engage alumni • Leverage external communications vehicles • Profiles newsletter – received by 37,000 people • Kent State Magazine

  18. Introducing New Campaign External Communications • Media relations • Press announcement • Provide copies of ad, background & research info • Target local, business and higher education media • Special pitch to student media (DKS, TV2 & BSR) • Leverage celebrity • Opportunities to promote featured alumni & pitch their local and industry-specific media

  19. Introducing New Campaign External Communications • Website • Electronic e-mail signature • Social media • Facebook • Twitter • YouTube • Alumni Relation’s online community

  20. Media Relations Toolbox Media research capabilities • Building media lists • Searching media by location, beat, keywords, etc. • Identifying media contacts & outlets to target

  21. Media Relations Toolbox Media monitoring & analysis • In The News • Audience size • Publicity value

  22. Media Relations Home Page Success Stories • Story submissions to e-Inside • Showcase achievements & successes • Receive great visibility • Require great visuals

  23. Website Lin Danes Manager, E Communications & Web

  24. Website Aug. 30 targeted immediate integration: • Swap out tagline on Kent.edu • Approach all 3rd party vendors and applications to update • Launch campaign microsite

  25. Campaign Microsite Include links to resources such as: • Positioning/background • Commercials • Engagement component via integration with YouTube’s additional alumni, faculty and student videos • Downloadable versions of tagline for use in print, Web

  26. Website Phase two integration: • Sept./Oct. – Promote call for Experience for Life video submissions • Dec. 2010 - Review website copy for Excellence in Action references; update • As requested – Provide support to clients needing YouTube integration to showcase department/campus-specific alumni videos • TBD - Post updated Guide to Marketing, which includes Guide to Graphic Design Standards

  27. Website Social media usage to promote campaign & subsequent videos • Facebook posts • Tweets • Integration with YouTube’s posted videos

  28. Webteam Toolbox • Research & Measurement • Usability studies • Focus groups • Online surveys • Google analytics • Websites • CommonSpot support & training • Kent.edu content (news, highlights) • Ecalendar • FlashLine

  29. Next Steps September Meeting • Review completed commercials • Consolidate media needs • Identify alumni, faculty and students

  30. Questions?

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