Transcript Jackson Spalding - Marketing Plan Overview

Background
• Two-year process of strategic planning,
introspection, focus groups and organizational
analysis
• Gathered a lot of information, suggestions and
thoughtful comments
• Many of you were a part of that process, and we
are grateful for your input and your support of the
College
Target Audiences
• Realized we need outside counsel to help us tell our
story to a broad range of audiences:
 Students and their families
– Current and prospective
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Faculty and staff
Alumni
UGA
General public
Legislature and leadership at the state and federal level
Agriculture/farm community
Commodity groups
Peer institutions
Jackson Spalding
• Engaged Jackson Spalding to lead this process
• Georgia’s largest independent marketing
communications firm
 Headquartered in Atlanta; office in Athens
• Deliverables:
 Research
 Messaging
 Strategic Communications Plan
 Integrated Marketing Campaign
• To be completed by end of the calendar year
Next Steps
• The College’s leadership and communications
team participated in a half-day brainstorm session
at Jackson Spalding’s Athens office
• JS has begun the process of developing message
options
• When messaging is approved, the
communications plan and integrated marketing
campaign will be built
• CAES will implement the plan as approved