Transcript Update: Integrated Marketing and Communications Report to the UW Oshkosh Foundation Jeanette DeDiemar, Executive Director Integrated Marketing and Communications June 9, 2008

Update: Integrated Marketing
and Communications
Report to the UW Oshkosh Foundation
Jeanette DeDiemar, Executive Director
Integrated Marketing and Communications
June 9, 2008
1
Overview
• Developments to date
– Operations & Infrastructure
– Development
• Next phase of development
– Brand Champions
– Institutional Website
• Q & A/Feedback
2
Simply put … ‘synergy’
Advertising
Relationships
New media
Marketing/sales/
promotion
Public relations
3
“P principles” of marketing
•
•
•
•
Product
Price
Place
Promotion
+ IMC’s 4 “Ps” =
•
•
•
•
Physical evidence
Process
Promise
People
4
Turn the logic around …
•Not product, but consumer
•Not price, but cost
•Not place, but convenience
•Not promotion, but communication
5
IMC goals and objectives
• Development
– Create a clear vision for institutional image
and reputation
– Establish a robust, contemporary and
memorable visual identity
• Operations
– Provide an effective framework, build skill sets
– Ensure communication of image
• branding and marketing
– Enhance client support, create buy-in
6
Integrated Universe
IMC
Strategy
Embedded
(Colleges &
Units)
Account
Liaison/Skills
Squads
Brand Champions
Faculty & Staff
Contractors/Vendors
7
IMC Operations
IMC Development Recommendations
Infrastructure
Account Management
Brand Review
Skill Squads
8
IMC Account Manager/Skill Squads
Branding
Creative
Brand
Development
Graphic
Design
Institutional
Branding
Photography
Project
Management
Events
w/ Brand Impact
Copywriting
News &
Information
Web
Strategic Media
Relations
New Media
PIO
E-Marketing
News &
Features
Online Brand
Research
9
IMC Account Managers/Liaisons
Goals
• Ensure and maintain a continuous project management
and communication support system for campus-wide
integrated marketing communications development.
• Serve as a key resource to cultivate campus-wide
awareness and support of key marketing messages and
UW Oshkosh’s brand identity.
Mission Statement
• To cultivate and maximize IMC-client relationships to
collaboratively promote UW Oshkosh’s brand identity in
a strategic and consistent manner.
10
Operational perspective:
Embedded Brand Champion Expectations
• Champion/support “brand” UW Oshkosh
• Establish and cultivate a spirit of
collaboration
• Deploy established graphic standards
• Share and implement best practices
• Participate in training/workshops
• Embrace quality, consistency and accuracy
11
Brand promise:
Employee Perspective
•
•
•
•
Partner across the organization
Conduct employee focus groups
Partner with admissions, HR, etc.
Engage with employees
– Values across the organization
– Culture of excellence
– Acceptance at the grassroots level
– Workshops (every academic year)
– Certification
12
IMC Development
Brand Development
Brand Champions
13
Brand vs. Image
• Brand identity
– How we view ourselves
– How we then communicate our brand
• Brand image
– How we are viewed by external audiences
Failure to deliver a brand promise can and does
cause a gulf between identity and image – leading
to misunderstandings and/or erosion of credibility.
14
UW Oshkosh’s
Proposition development
15
The challenge for UW Oshkosh
• Limit fragmentation across stakeholders,
constituents, support mechanisms
– Reflect the diversity of the offering
• Understand the diversity and uniqueness of
higher education in promotional strategy
• Acknowledge long-term approach –
however, deliver a few ‘quick wins’ to move
strategy forward
16
Development of Creative Expression in
Support of “Brand” UW Oshkosh
 Outline “Brand” UW Oshkosh
 Develop creative expression in support of
“Brand” UW Oshkosh (Progress Report –
December 2007)
17
The process
Discovery
Creative
Test
Production
Deployment
Perception Analysis
Concept
Testing
Collateral
Launch
Internal Survey
Content
Focus Groups
Print
Workshops
Initial Development
Layout/Design
Revisions
Layout
Review
Scope deployment
Assessment
Budget
COMPLETED
RFP in progress
Fall 08
Messages
OPERATIONS
Brand toolbox
Platform
Brand Review
Graphic ID
Tagline
Embedded
Workshop
Content
Alternate
Wordmark
Integration of
sub-brands
DEVELOPMENT
Brand Champions
Late Fall 08
Early Winter 09
Online
Resources
18
Brand Champion Team
Goal
• The University of Wisconsin Oshkosh Brand Champion Committee
will establish deeper brand adoption across the campus community.
The Brand Champion Committee will serve as the forefront
endorsers in this process.
Mission Statement
• To champion and provide strategic counsel on the campus-wide
adoption of UW Oshkosh’s brand and to display a genuine
enthusiasm for the growth of the institutional brand that will spark
national interest in the innovative brand advancement practices of
UW Oshkosh.
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Brand Champion Team
Approach*
Champion “brand” UW Oshkosh and
ensure that a consistent and unified
marketing effort, in line with the
institutional brand strategy, is adopted
and enhanced across campus
* Based on best practice research from major universities as well as private sector
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Viral marketing
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Where we are going
 On the horizon
 Questions
22
On the near horizon …
Operations

Launch graphic identity “refresh” training (Fall 2008)





Campus-wide
Partners and contractors
Explore new, focused media outlets (on-going, launch Fall 08)
Develop new media skills (on-going – new hires, current staff)
Bring technology up to industry standards (in pogress – complete Winter 09)
Development

Assess role of IMC development team (Complete)

Expand media placement (Launched and on-going)

Target industry and topical publications (Launched and on-going)

University publications (Launched and on-going)

University magazine (Launched and on-going)

Brand development (Phase 1 complete, Launching Phase 2)

Organizational change (Phase 1 complete, Launching Phase 2)

Office operations assessments (Phase 1 complete, Launching Phase 2)

Working units within IMC (Phase 1 complete, Launching Phase 2)

Evaluate impact of transition thus far

Establish benchmarks for maintenance and growth
23
Highlights
Image development
“The Reveal”
24
Highlights of accomplishments
•
•
•
•
Continuing to build a team of skilled practitioners
Integration of Alumni Relations
Strategic Media Relations
On-going deployment of industry best practices
• Continued support of Capital Campaign marketing messaging
– Additional tweaking of campaign website and currently finishing the
completion of the Foundation’s new website.
• Key positions in place
–
–
–
–
Associate director of news and public information
Web development-new media development manager
Art director (one year appointment)
Full-time designer
25
Online brand and web development
•
•
•
•
•
•
•
•
•
Target for launch of landing pages: Fall 08
Assessment and development of wire-frame (phase one complete) to
develop contemporary institutional website
Deployed first-ever web analytics to monitor, track and assess existing
and future sites
Expanded and developed several accompanying websites to compliment
print products
Developed prototype for wireframe
Completed campus-wide listening sessions for input across constituencies
Enhanced existing institutional sites as well as several client/project sites
Recommendations for Web Champion Team to be reviewed
Launched several Advancement websites
–
–
–
–
Alumni Relations
IMC and Media Relations sites to be launched late Summer 08
Continued support of Capital Campaign and Foundation site
Deploying e-Marketing strategies
26
Media planning
27
Media highlights
and issues management
• Wisconsin Growth
Agenda threatened by
budget repair bill
• “Tall Girl”
• Politicians on campus
• Rams Summer Camp
• LERT
• Illegal Filesharing
• Squirrel research
• Employee Indicted for
Child Pornography
• Residence Hall Peeper
28
Highlights of strategic services:
grass roots and high level
• Department/Unit
–
–
–
–
Non-traditional student
Graduation Project
Graduate Studies
COB, COEHS, CON,
COL&S
– Summer Session
– Athletic Training
– Shakespeare on the
Fox
• Institutional
–
–
–
–
–
–
–
Commencement
Homecoming
Fall Fest-Dragonboat
Black Thursday
VSA
LERT
Alumni
29
UWOT marketing
30
Student life: sister-site to UWOT
• Collaborative effort between resident life, IT and IMC
• Designed based on student focus groups/needs
• Student survey selected URL
31
On-campus
32
Alumni communications
• Integration of e-News
with UWOT
• Redesign
– Voice, content, design
– Commitment to
sustainability
– e-Engage/ bonus
content
– Encourage
conversation
http://www.uwosh.edu/engage/
33
Admissions
34
Questions/Feedback
Jeanette De Diemar ’88, Ph.D.
Executive Director
Integrated Marketing & Communications
920.424.3358 (office direct)
920.809.8868 (cell)
[email protected]
35
Development of Creative Expression in
Support of “Brand” UW Oshkosh
Brand Ambition:
What can the brand become?



Brand
Personality:
What is my
character?



Abundance of choices (e.g., majors, extracurricula activities)
Seamless connectivity (e.g.,
partnerships/relationships with employers for
applied projects, internships and employment
after graduation)
Discovery of knowledge through quality
academics (e.g., centers of academic excellence).
Good neighbor, humble yet confident, relatable,
someone you want to hang out with, your friend,
helps you to be successful
We are like Brett Favre, regular-guy that achieved
great things, self-made, anti Paris Hilton
Remarkable faculty choose to be here
36
Development
of “Brand” UW Oshkosh

Joint effort (in progress)
1. IMC Department
2. Outside consultants – leverage alumni expertise

Develop graphic identity guidelines (in progress – launch 8.30)
- University seal and logo

Slogan/tagline (launch – Spring 09)
1. Develop and test simultaneous with new (or updated) logo
2. Joint effort

Separate University logo,
wordmarks and seal (in progress – Summer 09)
1. Assess Current logo
2. Update
- Becomes University seal
- Assess feasibility for development of new logo
(or alternate word mark)
37
“Brand” process
PLATFORM
THE PROMISE
REASONS TO
BELIEVE
THE PROOF
38