Don’t Jump to Communications: The role of brand strategy in higher ed marketing

DON’T JUMP TO COMMUNICATIONS: THE ROLE OF BRAND STRATEGY IN HIGHER ED. MARKETING

Sherrie MedinaAssoc. VP Communications and Strategic Initiatives

•3,200 Students

•Top 3 U.S. News and World Report

•Most Fulbright Scholars 09-10

•Largest School/Museum Campus

•Heart of ChicagoSCHOOL

MOST INFLUENTIALART AND

AMERICA’S

DESIGN

MY PATH

Start-Up CompaniesInternetChemical-Manufacturing

LANDSCAPE •2 New Presidents / 2 Years

•Provost (new position)

•Five Year Strategic Plan

•Rebrand and Web Redesign

1. PEOPLE/TEAM2. TOOLS3. TACTICS4. STRATEGY

1. PEOPLE/TEAM2. TOOLS3. TACTICS4. STRATEGY

BEFOREW

eb

/E-co

mm

un

icatio

ns

Pu

blic R

ela

tion

s

Marke

ting

Pu

blica

tion

s

+ Everyone is creative—We are an art school!

= Everyone is their own marketer and designer

Focus ?? Priorities ??

CHAMPIONS NEEDED

CHAMPIONS NEEDED

• 1 YEAR

CHAMPIONS NEEDED

• 1 YEAR

• Report to the President

CHAMPIONS NEEDED

• 1 YEAR

• Report to the President

• Rae Ulrich, Ex. Dr. Web and eComm

AFTER

Focus: Institutional

MarketingPublic RelationsGraphics

WebE-communicationsSocial Media

Communications

+ PR Firm

REORGANIZE AND REDEFINE

What is missing?

REORGANIZE AND REDEFINE

What is missing?

• Copy Editor

• Social Media Coordinator

• Student Designers

• AVP (me)

1. PEOPLE/TEAM2. TOOLS3. TACTICS4. STRATEGY

1. PEOPLE/TEAMINVENTORY:ACCESSING THE LANDSCAPE3. TACTICS4. STRATEGY

MAKING EVERYONE HAPPYINTERNAL CLIENTS (58 +)

Kaori Masui (BFA 2008), Happy, 2008

ADMISSIONS FINANCIAL AID ACADEMIC DEPARTMENTS:

Arts Administration And Policy, Architecture, Interior Architecture, Designed Objects, Design For Emerging Technologies, Art Education, Art And Technology Studies, Art Therapy, Ceramics, Fashion Design, Fiber And Material Studies, Film, Video, New Media, And Animation, Historic Preservation, Liberal Arts, Modern Art History, Theory, And Criticism, Painting And Drawing Performance, Photography, Printmedia, Sculpture, Sound, Visual And Critical Studies, Visual Communication Design, Writing

STUDENT AFFAIRS CAREER SERVICES INTERNATIONAL AFFAIRS DEVELOPMENT ALUMNI RELATIONS FACILITIES CONTINUING STUDIES:

Children And Preteen Workshops, Early College Program, Teacher Institute In Contemporary Art, Teacher Institute In Museum Education

PARENTSINSTITUTIONAL AFFAIRSPUBLIC PROGRAMS:

Visiting Artist Program, Conversations At The Edge, Fiber And Material Studies, AIADO, Parlor Room, Behind The Seams, Lifton Lecture, Sick Lecture, Sullivan Lecture Series

SPECIAL COLLECTIONS      Roger Brown Study Collection, Joan Flasch Artist Book, Fashion Resource CenterVIDEO DATA BANKFLAXMAN LIBRARYEXHIBITIONS:      Betty Rymer, Sullivan, Student Union GalleriesROGER BROWN STUDY COLLECTION

MATRICULATION INVENTORY

ADMISSIONSUndergrad catalogueGrad catalogueStudent posterTeacher posterUndergrad bookletsNational advertisingHigh School advertisingCommunity College Advertising SAIC brochureSAIC campus mapParent

EARLY COLLEGE/KIDSAdult / Childrens Brochure + NY Times InsertSAIC Kids ad campaignChild postcard (undated) Camp Postcard Child apron Child backpackCamp t-shirtsECP quote cardECP / SI booklet ECP / SI registration announce cardTICA application PDFAPSI application PDFTICA / APSI DMPTIME application PDFDept. Pub PosterECP / SI online exhibition cardTICA CD cover / cardECP / SI application PDF / printECP Spring DMPCertificate of RecognitionSECTP Campus Map PDFTIME announcement cardECP Summer DMPTICA ButtonsSAIC summer DMP (undergrad)ECP NPD cardECP envelopeECP T-Shirts

INTERNATIONALPresentation Templates/ImagesXXXXXXXXXXXXXXX

STREAMLINING/PROCESSES

TOOLSCommunications PortalGraphic TemplatesBrand and Editorial GuidelinesPress Kit and School BrochureYearly Plans** to come

Creative KickoffsJob RequestsMedia Plan

COMMUNICATIONS PORTAL

BRAND AND EDITORIAL GUIDELINES

GRAPHIC TEMPLATES

head

er

SUBHEAD

Wisit alit lummod tat utLorero erilisi. Ore min utpatue venia-met utat. Ut vulla amconse mod eriure volese vel eugue min hendreet, augueratum deleniat utpatuer susting ero essi.

CALL TO ACTION TEXT STYLE. For more information,

visit www.saic.edu

headline

SUBHEAD

Wisit alit lummod tat ut. Lorero erilisi. Ore min utpatue veniamet utat.

Ut vulla amconse mod eriure volese vel eugue min hendreet, auguer

Call to action text style. For more information, visit www.saic.edu

•Digital Signage

•Ads print/web

•Posters

•Postcards

•Presentation Templates

PRESS KIT

PRESS KITINSERTS

•Notable Alumni

•SAIC At a Glance

•SAIC Stats

•Timeline

•Campus Map

•Press Images

SCHOOL BROCHURE

BRANDING AND LOGO

•13 Logos/Identities

•Created 1 Tri-Brand

BRANDING AND LOGO

SOCIAL MEDIA

WEB AND E-COMMUNICATIONS

YEARLY PLAN/CREATIVE KICKOFF

Content/Dates/BudgetAudiencePast/LikesMarketing/Graphics/Writing/Web

1st - Yearly Plans Summer 10

WHY AREN’T WE…?

John Fashion show a lotRae e plan

MEDIA PLANS

•Advertising

•Printed Materials

•Electronic

DOG & PONY SHOW — EDUCATEThis fall “Get on the Agenda”

Print/Graphics Workflow

RECEPTACLESPUBLIC

PROGRAMMINGPUBLIC NEWS

Recent articles on the web and in the news

INTERNAL EVENTS

INTERNAL ACCOMPLISHMENTS

Long and/or short eReleases

Events + Disruptions

magazine and email

Monday “Happenings”

email

Wednesday “Accomplishments”

email

MAJOR NEWS ITEMS

WORKFLOW

!!

!!

!

!!

!

Home pagefeature

Portal News Highlights

eVites

eReleasesPosted on RSS feed

Monday “Happenings”

email send

Post in web press room

1. PEOPLE/TEAM2. TOOLS3. TACTICS4. STRATEGY

WHO ARE WE TALKING TO?

•Parents (current/potential)•Students (current/potential)

•Alumni

•Donors (individuals/corporate/grants)

•Faculty & Staff•General Public

WHERE IS THE AUDIENCE?

•Press Contacts•Web Users

•Print/Mailing

•Events Attendees

•Facebook •Twitter

•YouTube

WHOSE PERCEPTION ARE WE TALKING ABOUT?

WHAT DO WE REALLY KNOW?

•Can the conversation be elevated?

•Remove personal interpretations

•Look to True Market Perceptions

Students, Parents, Alums, Donors, Faculty

WHAT DO WE REALLY KNOW?

MARKET RESEARCH

SEQUENTIAL LOGIC?NOT MY REALITY

THE TRUTH ABOUT OUR MARKET RESEARCH

MISTAKES:

•Shared Mid Way•Slow down and protect—Used as a SWOT•Rejected

IT AND WEB CONSULTING

•Vision/Strategy - THANK YOU RAE•2 consultants•Redefine services•Assessment of staff and infrastructure•Proposed road map / Staff

BRAND AND WEB REDESIGN

(BRANDING)

Entire experience that a student, parent, or staff member goes through as a reflection of our IDENTITY

Personality & Voice

Gui

del

ines

& T

rain

ing

Sta

keho

lder

Res

earc

h

Competitor Benchmarking Brand Strategy Insig

hts & A

nalysis Id

entity and V

isual Language Naming

MESSAGE

1. PEOPLE/TEAM2. TOOLS3. TACTICS4. STRATEGY

PROCESS FLOW/JOB PLANNING CREATIVE KICKOFF

(CONTENT/DATES/BUDGET)

CONCEPT AND STRATEGY DEVELOPMENT

PRESS RELEASE

PRINT MATERIALS ROLL OUT

WEB ROLL OUT

E-MAIL MARKETING

SOCIAL MEDIA

EVENT!

YEARLY PLANNING

PROCESS FLOW/JOB PLANNING CREATIVE KICKOFF

(CONTENT/DATES/BUDGET)

CONCEPT AND STRATEGY DEVELOPMENT

PRESS RELEASE

PRINT MATERIALS ROLL OUT

WEB ROLL OUT

E-MAIL MARKETING

SOCIAL MEDIA

EVENT!

YEARLY PLANNING

PROCESS FLOW/JOB PLANNING CREATIVE KICKOFF

(CONTENT/DATES/BUDGET)

CONCEPT AND STRATEGY DEVELOPMENT

PRESS RELEASE

PRINT MATERIALS ROLL OUT

WEB ROLL OUT

E-MAIL MARKETING

SOCIAL MEDIA

EVENT!

YEARLY PLANNING

PROCESS FLOW/JOB PLANNING CREATIVE KICKOFF

(CONTENT/DATES/BUDGET)

CONCEPT AND STRATEGY DEVELOPMENT

PRESS RELEASE

PRINT MATERIALS ROLL OUT

WEB ROLL OUT

E-MAIL MARKETING

SOCIAL MEDIA

EVENT!

YEARLY PLANNING

PROCESS FLOW/JOB PLANNING CREATIVE KICKOFF

(CONTENT/DATES/BUDGET)

CONCEPT AND STRATEGY DEVELOPMENT

PRESS RELEASE

PRINT MATERIALS ROLL OUT

WEB ROLL OUT

E-MAIL MARKETING

SOCIAL MEDIA

EVENT!

YEARLY PLANNING

PROCESS FLOW/JOB PLANNING CREATIVE KICKOFF

(CONTENT/DATES/BUDGET)

CONCEPT AND STRATEGY DEVELOPMENT

PRESS RELEASE

PRINT MATERIALS ROLL OUT

WEB ROLL OUT

E-MAIL MARKETING

SOCIAL MEDIA

EVENT!

YEARLY PLANNING

PROCESS FLOW/JOB PLANNING CREATIVE KICKOFF

(CONTENT/DATES/BUDGET)

CONCEPT AND STRATEGY DEVELOPMENT

PRESS RELEASE

PRINT MATERIALS ROLL OUT

WEB ROLL OUT

E-MAIL MARKETING

SOCIAL MEDIA

EVENT!

YEARLY PLANNING

WORKFLOW

!!

!!

!

!!

!

Home pagefeature

Portal News Highlights

eVites

eReleasesPosted on RSS feed

Monday “Happenings”

email send

Post in web press room

PROCESS FLOW/JOB PLANNING CREATIVE KICKOFF

(CONTENT/DATES/BUDGET)

CONCEPT AND STRATEGY DEVELOPMENT

PRESS RELEASE

PRINT MATERIALS ROLL OUT

WEB ROLL OUT

E-MAIL MARKETING

SOCIAL MEDIA

EVENT!

YEARLY PLANNING

PROCESS FLOW/JOB PLANNING CREATIVE KICKOFF

(CONTENT/DATES/BUDGET)

CONCEPT AND STRATEGY DEVELOPMENT

PRESS RELEASE

PRINT MATERIALS ROLL OUT

WEB ROLL OUT

E-MAIL MARKETING

SOCIAL MEDIA

EVENT!

YEARLY PLANNING

RESULTS OF CONSISTENT/INTEGRATED MARKETINGSAMPLES OF CAMPAIGNS

CASE STUDY: FASHION SHOW

Mrs. Eunice W. Johnson was a woman ahead of her time. As producer and director of Ebony Fashion Fair—the world’s largest traveling fashion show—her life and work were defined by her contributions to the world of fashion and design. She was a trailblazer in helping build Johnson Publishing Company, home to Ebony and Jet magazines as well as Fashion Fair Cosmetics, into a media and beauty powerhouse.

Since 1961, Mrs. Johnson served at the helm of Ebony Fashion Fair, which annually encompasses a nearly 180-city tour of the United States, Canada, and the Caribbean. To date, more than $55 million has been raised for various charities. The show remains a staple in the fashion industry, showcasing the best in style on African-American models of various shapes, sizes, and skin tones. It was Mrs. Johnson’s sheer determination and astute business sense that helped pave the way for supermodels Tyra Banks, Naomi Campbell, Iman, and Beverly Johnson.

Born in Selma, Alabama, Mrs. Johnson received her bachelor’s degree in Sociology, with a minor in Art, from Talladega College in Alabama. She earned her master’s degree in Social Work from Loyola University in Chicago. In addition, she received honorary doctorate degrees from Talladega College in 1988 and Shaw University in 1990.

For her commitment to community service, Mrs. Johnson has obtained several awards, including honors from the United Negro College Fund, The Boys & Girls Club of Chicago, Alabama A&M, Loyola University, and a host of others.

Mrs. Johnson was the wife of Mr. John H. Johnson, the late publisher and chairman of Johnson Publishing Company, which he founded in 1942 with her love and support. Her daughter, Linda Johnson Rice, is chairman and CEO.

The house of Yves Saint Laurent is pleased to support The Walk 2010 and celebrate the life of fashion visionary and philanthropist Eunice W. Johnson.

SAIC alumnus and New York-based designer Gary Graham (BFA 1992) will be presented with the SAIC Legend of Fashion Award. In 2009 Graham was announced as a finalist of the prestigious Council of Fashion Designers of America/ Vogue Fashion Fund. Graham launched his line in the fall of 1999, and his background in costume and textile design is apparent, season after season, in his collections imbued with a casual luxury and a sense of history. He is attracted to contrasts (light and dark, fitted and flowing) and cause and effect, discovering the particular beauty in each. This approach is reflected in his characteristic fitted jackets, fluid dresses, blouses, and slouchy knits— all rendered in a rich and varied palette, with texture achieved by meticulous washing and dying processes that are a Gary Graham trademark. His incorporation of quilting, embroidery, patchwork, and washed leathers create a highly individualized look with impeccable finish. Gary Graham collections are available in specialty boutiques and department stores worldwide.

THEWALK 2010FRIDAY, MAY 7THE ART INSTITUTE OF CHICAGO MODERN WING, GRIFFIN COURTENTRANCE ON MONROE STREET

COCKTAIL RECEPTION: 6:00 P.M.

RUNWAY SHOW: 7:00 P.M.

BUFFET DINNER IN TERZO PIANO: 8:00 P.M.

EVENT CHAIRS: MARILYN FIELDS GREG CAMERON

EVENT CO-CHAIRS: DONNA LAPIETRA STEPHANIE SICK BISI WILLIAMS MAU

AS ALWAYS, DRESS WITH STYLE

VALET PARKING AVAILABE

Convenient parking across from Griffin Court in the MILLENNIUM PARK GARAGE, entrance on South Columbus at Monroe Street.

CELEBRATING THE LIFE OF FASHION TRAILBLAZER AND PHILANTHROPIST EUNICE W. JOHNSON (1916-2010)

PRESENTING GARY GRAHAM WITH THE LEGEND OF FASHION AWARD

GA

RM

EN

TS

BY

GA

RY

GR

AH

AM

DE

SIG

NE

R:

AR

US

HI

KU

MA

R (

BF

A 2

010

)

Th

e S

ch

oo

l of

the A

rt In

stit

ute

of

Ch

icag

o’s

fash

ion

sh

ow

ben

efi

t C

ele

bra

tin

g t

he li

fe o

f fa

shio

n t

railb

laze

r an

d p

hila

nth

rop

ist

EU

NIC

E W

. J

OH

NS

ON

Ho

no

rin

g G

AR

Y G

RA

HA

M w

ith

th

e S

AIC

Leg

en

d o

f F

ash

ion

Aw

ard

THE

WA

LK

2010

FR

IDA

Y,

MA

Y 7

CASE STUDY: FASHION SHOW

CASE STUDY: FASHION SHOW

CASE STUDY: END OF YEAR

CASE STUDY: END OF YEAR

SAIC2010 FINAL STATEMENT

For information on additional events,visit www.saic.edu/highlights

Alan and Michael Fleming (MFAs 2010), Configurations, 2008, performance. Photo: Daniel Shea. Ad designed by SAIC student Bancha Tunthavorn (BFA 2010)

UNDERGRADUATE EXHIBITIONMarch 27–April 9

BFAW READINGSApril 2

MFAW THESIS READINGSMay 21

MA/MS THESIS PRESENTATIONSApril 29–May 21

GRADUATE THESIS EXHIBITIONMay 1–21

SAIC FASHION 2010May 7

MFA THESIS AND BFA PERFORMANCE PRESENTATIONSMay 8–9

MFA THESIS AND BFA FILM, VIDEO, NEW MEDIA, AND SOUND PRESENTATIONSMay 12–14

ARCHITECTURE, INTERIOR ARCHITECTURE, DESIGNED OBJECTS, AND FASHION GRADUATE THESIS EXHIBITIONJune 12–July 24

CASE STUDY: CONTINUING STUDIES

CASE STUDY: VISITING ARTIST PROGRAM

CASE STUDY: BAREWALLS FUNDRAISER

CASE STUDY: BAREWALLS

CASE STUDY: ACADIA

FOCUS 2010-11

•Identity and Web Redesign

•Message

•Media Placement/Institutional/Fundraising

•New recruitment comm. paradigm

•Metrics

READING SUGGESTIONS

4. STRATEGY

THANK YOUSherrie Medinasmedina@saic.edu312.543.8608

4. STRATEGY