Transcript The Big New Vision and Living the Brand

Marketing and Communicating
“the Kellogg Way”
Discussion with Department Assistants
September 21, 2011
What Brought Us Here
Margaret Douglas ’95
Eric Fridman ’97
Megan Washburn NU ’03
“My interest in building a
brand I truly believe in
combined with Kellogg
School’s desire to grow
brand, web and new
media.”
“My desire to build a
professional marketing
organization supporting
Kellogg’s Executive
Education and Executive
MBA programs.”
“Kellogg is a PR person’s
dream—there are
countless opportunities
to share great stories with
the world.”
Responsibilities and Functions
Eric Fridman
Marketing
Margaret Douglas
Creative Services
Meg Washburn
Communications
Plan
Create
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Customer Insights
Marketing Strategies
Impact Measurement
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Project Management
Design
Content
Web
•
Internal and External
Communications
Strategic Messaging and Positioning
Media Relations
Communicate
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•
MarComm Mission
Marketing and Communicating “the Kellogg Way” – being able to
know and clearly articulate what Kellogg is, stands for and does each
day; the unique value that Kellogg brings to management education –
why the world is better because Kellogg exists
• Developing the Kellogg School Brand
• Operational Excellence
• Collaborative Service
Think Bravely and Living the Brand
Marketing Planning
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Key
Market
Insights
Full-time MBA
Part-Time MBA
Executive MBA
Executive Education
Objectives
Strategic
Initiatives
Tactics
Calendar
Budgets
Presenting Your Department
• Templates for
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Email
Word
PPT
Name Tags
• Any feedback?
Brand Standards
Web Support
[email protected]
Communications Support
• Manage media requests
• Support message development
• Provide guidance on institutional positioning
Social Media Support
• Guidelines
• Event promotion
• Kellogg School accounts
•
Twitter
•
Facebook
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LinkedIn
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YouTube
• “Hot Content” Emails
Where to Start?