Did You Get the Memo?Print’s Dead.

Shane Shanks, Senior Communications Strategist

CASE Publications Professionals

How to reposition yourself as strategic and essential

Are these good times or bad?

“It was the best of times, it was the worst of times.”

Charles Dickens, A Tale of Two Cities

What can you do?

Should you suffer?

Strap yourself in?

Sit on your hands?

Strategize?

Questions to ask during down times

What’s working? What could work better?

What do our audiences want?

Are we spending our resources on the right things?

What does success look like now? In the future?

What are the key institutional messages? Are they getting through?

Can we send some sacred cows to the glue factory?

Questions to ask

What if?

Questions to ask

W.W.N.D?

W.W.O.S.D?

W.W.A.D?

Is print dead?

Paperless office still hasn’t come to be.

New technologies shaking things up.

On some campuses, print is seen as old-fashioned and expensive.

The landscape is changing

Print isn’t dead. It’s devalued.

What does that mean for our careers?

For today

Rethink.

Reorder.

Recycle.

Redesign.

RETHINK

Reprinting and revising doesn’t move the needle.

A simple redesign changes the style, but not the substance and strategy.

Rethinking is a more radical—but rewarding—step.

Rethinking positions you as a strategist, not just a publications manager.

Newsweek

Newsweek

Newsweek

Newsweek

Newsweek

Newsweek

Newsweek

Newsweek

Newsweek

Newsweek

Newsweek

Newsweek

Sarah Lawrence

Sarah Lawrence

Sarah Lawrence

Sarah Lawrence

Sarah Lawrence

Sarah Lawrence

Sarah Lawrence

Sarah Lawrence

Sarah Lawrence

Sarah Lawrence

Sarah Lawrence

Sarah Lawrence

Sarah Lawrence

REORDER

Who’s minding the big picture?

Does the world really need another Kinko’s?

Who knows the institution’s messages and tools better than you?

Should you go with the flow?

What is flow?

It’s identifying each audience.

It’s scheduling/tracking every communication an audience receives.

It takes in all communications channels.

Key questions

Who are our key audiences?

What goal do we have for each group?

Are the communications in the right order?

Are we sending too much at certain times?

Are there gaps when we’re sending nothing?

Do we have the right mix of communication tools?

Are you covering all your key messages?

Are you doing enough to show the overall brand?

Keep in mind

Real letters mean something.

Events require a cross-media push.

Focus on branded messages, not just transactions.

Expand the flow beyond the obvious audience.

Sample flow

Sample flow

Real letters mean something.

Events require a cross-media push.

Focus on branded messages, not just transactions.

Expand the flow beyond the obvious audience.

RECYCLE

It’s not the same as being lazy.

It maximizes the good work you’ve done.

It requires sharing.

Sharing well with others

Institutional website.

Athletics.

Media relations.

Admissions.

Magazines.

Editorial matrix/content strategy

Organized around key messages.

Focuses on the best stories to illustrate each message.

Schedules when and how to tell the stories.

Schedules when and how to recycle the stories.

Editorial/content matrix elements

Key message.

Story summary.

Story timeframe.

Content format (writing, photos, audio, video).

Communications tool (CRM, web, print, ads, magazine, news release, video, Facebook, etc.).

Person responsible and due date.

REDESIGN

Old days: change the fonts.

These days: change the content.

You want to capture what your institution is all about.

Sometimes it’s obvious

Sometimes it’s obvious

Guess the decade

Guess what?

Columbia Business School

Columbia Business School

Columbia Business School

Columbia Business School

Columbia Business School

Columbia Business School

Columbia Business School

Columbia Business School

Columbia Business School

Columbia Business School

Columbia Business School

Columbia Business School

Columbia Business School

Columbia Business School

Columbia Business School

Semester at Sea

Semester at Sea

Semester at Sea

Semester at Sea

Semester at Sea

Semester at Sea

Semester at Sea

Semester at Sea

Semester at Sea

Semester at Sea

Semester at Sea

Semester at Sea

Let’s work to be

Relevant.

Respected.

Ready to do great things.