MIT Key Messages: Best PracticesMay 5, 2003 Page 1

Best Practices: MIT Messages

Marsha Sanders, Provost’s OfficeMary Leen, MIT MuseumPaul Denning, Sloan SchoolMary Haller, Arts at MIT

Effective Messages Presentation, May 5, 2003

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Best Practices

MIT Leadership: Hal Abelson

MIT Museum: Mary Leen

Sloan School: Paul Denning

Arts at MIT: Mary Haller

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MIT’s Five Key Messages

MIT makes a difference in the world

MIT is leading the scientific and technological revolution

MIT works together with others—across fields, institutions, and national boundaries—to shape the future

MIT is a meritocracy: egalitarian and accessible

MIT is redefining its residential university experience and building a new sense of community

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MIT Leadership: Hal Abelson

“MIT is leading the scientific and technological revolution”

Professor Hal Abelson Co-Chair of the Council on Educational Technology (CET),

iCampus co-Director, EECS Professor, MacVicar Fellow

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Best Practices: MIT Museum

Mary Leen, Acting Director

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The MIT Museum

The MIT Museum is unique among university museums in its focus on the activities and achievements of the parent institution, particularly in the fields of science and technology.

Positioning

The museum dedicated to science and technology and their

impact on society

Introduction of hands-on, interactive experiences, and

educational programs that foster learning by doing

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The MIT Museum

The MIT Museum, working with MIT Facilities, recently completed a capital project to create a bold new entrance, façade and signage to be more visible and welcoming to the community.

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The MIT Museum: Re-positioning

A three-year campaign to re-position the museum

Museum messages support two of MIT’s key messages:

MIT is leading the scientific and technological revolution

MIT is redefining its residential university experience and building a new sense of community

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Ways we reinforce the messages

A mission statement that is related to MIT’s mission

Development of a long-range strategic plan involving the whole staff

A new graphic identity and redesign of the website: web.mit.edu/museum

Remaking the building and museum space to be a destination for the community

New ongoing exhibitions focusing on MIT innovation

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MIT Museum: Mission Statement

To document, interpret, and communicate to a diverse audience,

the activities and achievements of the Massachusetts Institute of Technology

and the worldwide impact of its innovation, particularly in the fields of science and technology; and to enhance the spirit of

community inside the Institute through the promotion of dialog both at MIT and

between the Institute and the wider world.

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MIT Museum: New Graphic Identity

Consistent look-and-feel

All stationery, public relations, and marketing materials

Website: http://web.mit.edu/museum

Re-design of the building façade and construction of a new entrance

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MIT Museum: New exhibits

Major ongoing exhibitions show how MIT leads the scientific and technological revolution, from the Institute’s founding to today

Mind and Hand:The Making of MIT Scientists and Engineers

Robots and Beyond:Exploring Artificial Intelligence at MIT

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Visit me!

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Best Practices: Sloan School

Paul Denning, Communications Co-Director

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Best Practices: the goals

MBA program wanted a strategic vision

Goal was to define a distinctive value proposition to engender strong brand identity

Ensure the vision drives operational decisions

Define powerful and consistent message for delivery to the outside world/applicants

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Best Practices: the process

McKinsey & Co. retained to do analysis of Sloan’s place in the market – focus groups to determine public perception

4 value propositions developed by faculty/staff

All were tested FOR EXCITEMENT, CREDIBILITY FOR SLOAN

CLEAR WINNER (AND FACULTY/STAFF FAVORITE): “The premier program for shaping innovative leaders who will create, redefine and build cutting edge products, markets and organizations”

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Best Practices: the results

A new mission statement:

The mission of the MIT Sloan School of Management is to develop principled, innovative leaders who improve the world and to generate ideas that advance management practice.

A marketing function was created to ensure consistent messages come out of the School

Messages will differentiate Sloan from its competitors

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Best Practices: the differentiators

With Sloan’s vision defined, differentiators became clear:

Sloan specializes in teaching skills to innovate

Sloan offers cross-disciplinary learning opportunities that play to MIT’s strengths—engineering, technology, innovation

Sloan exposes students to cutting edge faculty research

Sloan’s Career Development Office will specialize in relationships with innovative companies

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Best Practices: the materials

Sloan Case Statement Cover

The Chronicle of Higher Education: The New MBA

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Best Practices: the materials

Sloan Viewbook Page

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Best Practices: Office of the Arts

Mary Haller, Director

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Arts at MIT: Positioning

Position the arts at MIT, not just the Office of the Arts

What’s special about the arts at MIT?

They are flourishing in an Institute focused on science and technology

The variety and excellence of MIT’s arts offerings Innovative; emphasis on hands-on creativity and

invention extends from sciences/engineering to the arts

The people that make up MIT’s arts community

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The Arts at MIT: People

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An indicator of the way that MIT has changed; contrast with image of the “old” MIT

An integral part of MIT’s curriculum and community

An appealing feature for prospective students, faculty, staff, and visitors

Arts at MIT: Positioning continued

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Arts at MIT: Audiences

Prospective students

MIT community: students, faculty, staff

MIT alumni

Boston/Cambridge Community

General public/press

Donors/donor prospects

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Office of the Arts: Audience Needs

Prospective students

“Can I play my trumpet at MIT?”

MIT community/alumni

What arts programs/events does MIT offer?

Boston/Cambridge community

What arts programs/events does MIT offer? “How do I get to Killian Hall?”

General public/press/donors

“Arts? At MIT???”

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Office of the Arts: Purpose of CommunicationsRaise awareness

MIT is not only about science and engineering High caliber of arts programs and events Multi-talented, multi-dimensional people Participate at all levels

Communicate value

MIT is more than a specialized technical school for attending students; the arts are valued here

MIT offers an exciting, interesting, rich environment in which to study, teach and work

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Value to the Cambridge/Boston community—most events are free and open to the public

Stimulate action Apply to MIT Enroll at MIT Once you are here, participate in the arts; be part of

this fascinating community Attend MIT arts events Give $$ to MIT’s arts programs

Office of the Arts: Purpose of Communications continued

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Office of the Arts: Messages

MIT students are “Renaissance kids”—talented and interested in science/technology as well as arts/humanities; creative

“I came to MIT for engineering and I found the arts”

“Don’t leave your trumpet at home…you can use it here.”

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Integrated CommunicationsWebsite

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Arts at MIT Brochure

Brochure

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Calendar

Integrated Communications

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Direct Mail Card

Preview Weekend Card

Integrated Communications