EduWeb Strategy 2010 FINAL Final
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Transcript of EduWeb Strategy 2010 FINAL Final
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”
Wednesday “Accomplishments”
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
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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