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Summary

Summary. A perspective on the process of integration Cover some of the mechanics and basic rules to deliver long term value. Quick Audience Survey. How many involved in: Administration Advancement Alumni Relations Affiliated with Higher Ed (Consultants, etc.)

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Summary

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  1. Summary A perspective on the process of integration Cover some of the mechanics and basic rules to deliver long term value

  2. Quick Audience Survey How many involved in: • Administration • Advancement • Alumni Relations • Affiliated with Higher Ed (Consultants, etc.) • Communications & Marketing • Financial Aid • Instruction • Student Services

  3. The (First) Cliché The only stupid question is….

  4. The (Second) Cliché Washington Apples Florida Oranges

  5. Today’s Mantra Even if your messages are not integrated the perception of your institution is.

  6. What is Integrated Marketing Communications? A management concept that is designed to make all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing work together as a unified force, rather than permitting each to work in isolation. http://marketing.about.com/cs/glossaryofterms/l/bldef_imc.htm

  7. Quick Question Anyone involved in such a process?

  8. What is Integration? Integration = fusion, combination Integration ≠ single, monolithic entity

  9. An Eye-Q Test

  10. Institution: Integrated Environment Projects cross organizational layersand responsibilities Integrated Environment is a result of institutional culture

  11. (Another Mantra)The Cross-currents of Success Strategic success starts from the top downoperational success flows the other way

  12. Organizing a Policy Policies ≠ PolicingPolicies ≈ Traffic Rules Ensure a smooth flow of operational processes

  13. Building a Policy • Avoid do’ and don’ts built in isolation • Use an interactive process with recognition of responsibilities and priorities • Engage administration in development and all layers for feedback and testing • Flexibility and creativity is key for integrated results

  14. IM is key to IM Internal Marketing helps develop Integrated Marketing • Volunteer – instruction, employee groups • Be proactive • Listen

  15. Policies : Quality Control • Quality Control is/should be the foundation of a policy • QC notorious for operational bottlenecks Bottlenecks may be fatal

  16. QC : Build resources Easily accessible comprehensive resources help: • UMKCwww.umkc.edu/brand • UCwww.uc.edu/branding

  17. QC : Suggestions Beyond style guides and manuals: • A session as a part of orientation • Brown bag lunches • Project management processes • Calendar for cyclical projects Build awareness and participationearlier into the process

  18. Audience Integration need not compete with segmentation Evaluate Audiences from the lifecycle perspective

  19. IM and the Lifecycle • Focus beyond the target stage of the cycle • Address the preceding & following stages

  20. A Relay Marathon or a Marathon Relay • Use areas of overlap to develop cross-functional projects • Move towards a relationship development model to deliver long term value Examples: Alumni at Career Fairs and Mentoring Networks

  21. Messages & Channels • Beyond sprinkling URLs and splashing logos • Understand the status of the relationship and work to advance it • Integrated messages are a result of integrated processes • Home work and preparation pays off!

  22. Messages & Channels Channels such as the Web are ideal for integration and repurposing content Examples: Admitted student sites and connecting scholarships to programs

  23. Admitted StudentsHoward Payne University

  24. www.myhpu.com – Close up

  25. www.miami.edu/futurecanes

  26. Northwest College – Programs Page

  27. Programs Page Close Upwww.northwestcollege.edu

  28. Parting Tips • All projects are local • Split focus: long and short term approaches help • Resistance is a reality: use it as a feedback tool and tuning device • Remember it is a marathon (its easier after 20 miles) The pyramids were not build in a day!

  29. Thank You! Any ???? shrikhandedevendra@sau.edu www.hasth.com/DSS

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