Are we there yet?

1. Are we there yet? Creating a road map for your marketing needs 1.12.11

2. Agenda • Introduction to the account planning strategy brief • Application

3. Avoiding the “Clark Griswold” • http://www.youtube.com/watch?v=iAgX6qlJEMc

4. The Account Planning Strategy Brief

5. What it is • Your road map to solve a marketing problem • User-friendly • Outlines all elements of a marketing plan

6. What it isn’t • A comprehensive marketing plan • A creative brief • Actual marketing copy/graphic design

7. Elements of the Brief

8. Elements of the Brief • Defines goals • Assesses current landscape • Defines who we want to reach

9. Elements of the Brief • SWOT Analysis

10. Elements of the Brief • Key Insights • Revisit Marketing Objectives • Marketing Strategies • Tactics • Key Messages • Metrics

11. Putting It Into Practice

12. Case Study: The Internal Awareness Campaign • Goals • Organizational: • Advance UNMC faculty and staff engagement and understanding of the branding initiative through coordination between Human Resources and Public Relations. (strategic plan item)

13. Case Study: The Internal Awareness Campaign • Goals • Marketing: • Advance engagement and understanding of brand • Inspire continued and stronger advocacy and support with internal audience.

14. Case Study: The Internal Awareness Campaign • Where are we now? • Market/external trends • Other AHCs embarking on brand campaigns • Budget issues looming • TNMC/UNMCP/University-system

15. Case Study: The Internal Awareness Campaign • Where are we now? • Internal assessment • Launched brand in summer of 2009 • Focus on graphic identity up to this point • At a basic “awareness” level right now.

16. Case Study: The Internal Awareness Campaign • Who do we want to reach? • Faculty • Staff • Students • Alumni

17. Case Study: The Internal Awareness Campaign • SWOT (below chart not inclusive of full analysis)

18. Case Study: The Internal Awareness Campaign • Key Insights • Must leverage pride • Able to “map” brand awareness • Identified gaps in understanding • Preferred communication channels • Key messaging – particularities in response to vital vs. vitality; I am Vital vs. You are Vital.

19. Case Study: The Internal Awareness Campaign • Revisit Marketing Objectives • Move faculty/staff/students from unexposed to devoted advocates of the UNMC brand. • Marketing Strategies • Ensure understanding of brand • Inspire/promote ongoing engagement & pride • Empower marketing/communications staff to use UNMC brand guidelines and messages

20. Case Study: The Internal Awareness Campaign • Key Messages • You are Vital. *Notes • Research found it is more impactful to say “You are Vital” than “I am Vital.” • Difference between “vital” and “vitality.”

21. Case Study: The Internal Awareness Campaign • Tactical Mix • Engagement/Pride • Spirit Week • Poster system • HR recruitment campaign • Employee Campaign • Brand video • Vital website • Memorable signage

22. Case Study: The Internal Awareness Campaign • Tactical Mix • Educate • UNMC Today stories • Presentations • New Employee Orientation • NU Values program • Employee Development Programs • Student activities fair

23. Case Study: The Internal Awareness Campaign • Tactical Mix • Integrate • Internalization of brand messages – meaning is the key to acceptance and support. • Enhance campus communicator training opportunities • Create “virtual community” for campus communicators

24. Case Study: The Internal Awareness Campaign • Metrics to track progress • Survey Monkey • HR employee satisfaction survey • Brand identity audit • Vital website stats

25. Jill Carson Marketing Specialist 559-4694 jlcarson@unmc.edu