1. The Agency Model: The Case for Strategists vs. Tacticians
Lisa Albert
TCU Director of Communication
2. The higher education world is full of clutter and noise
All telling you why theyre the best:
Friendly
Smart students
Attractive campus
Successful professors
Personalized attention
Big time athletics
Alumni have lucrative careers
Research opportunities
3. How do you stand out?
4. 5. Tactics
An action you take to execute the strategy
We all have training, education and experience that help us execute the tactics
But are they effective?
6. How effective are your tactics?
Do you take orders for brochures/news releases?
Do your departments speak to one another?
Are your efforts integrated?
Do your constituents know who you are?
Do they remember anything about you?
Do you know who you are? (whats your elevator speech?)
7. Tired of spinning your wheels?
8. Then you muststrategize
A strategy is an idea A conceptualization of how the goal could be achieved.
9. Components of good strategy
Thorough understanding of the brand.
A realistic assessment of the institutions strengths & weaknesses. (market research, SWOT)
A clear picture of the competition and your place in the market.
Intimate knowledge of the consumer and the market.
A grasp of the big-picture.
10. A great strategy does not depend on brilliant
tactics for success. If the idea is strong enough,
you can get by with mediocre tactical execution.
However, even the best tactics cant compensate
for a lousy strategy.
11. How to develop a good strategy
See the big picture
Research (establish baseline and problem)
Set goals/know where youre headed What problem are you trying to solve?
Plan how to move the needle/affect change
Coordinate tactical efforts
Figure out how you will measure effectiveness
12. The path
Strategy
End Goal
13. A suggestion
To act strategically, set up your team like an internal ad agency
14. TCUs Marketing & Communication Division
Editorial Services
Events & Community Projects
Office of Communications
Website Management
Admission Marketing
Publications
Advancement Communication
Church Relations
15. Before you beginKnow your brand
To be effective, you must have a clear picture of who your institution is
Research to establish a baseline and develop a method to measure if results
Cant be all things to all people
What sets you apart?
Have a branding platform this is your roadmap
16. Position your team as consultants with expertise
Identify your team members strengths and talents and allow those people to serve as your experts on that subject
17. Develop beats
Account Executives divide campus areas into beats to ensure all areas get adequate attention
18. AE vs Modified AE model
Typical AE serves on front lines meeting with clients to establish needs, then hands project off to design team, etc.
Modified AE serves on front lines meeting with clients to establish needs, but stays with the project through each piece to ensure all strategy and branding is followed and well-integrated
19. Account Executives meet with areas to determine needs
Is this information reputation-defining?
How does this align TCUs brand? The colleges brand?
Who are you trying to reach?
What do you want them to know? What are the key messages?
What is your end goal?
What is your time frame?
What is your budget?
20. Gather your team to discuss needs
After a brief assessment of needs, pull together team members needed to offer expertise
Ex. You know they desire a leave behind piece. Talk to your publications team to determine what it should look like brochure, rack card, etc.
21. Develop an integrated and strategic communication plan
Outline goals/objectives
Messages What is reputation-defining?
Tools/tactics
Timing
Budget/cost estimates
22. Create a work order
Paper or electronic
Should outline all details of the project for the designer/developer
Creative brief is helpful to understand direction/purpose
23. Assign deadlines and responsibilities
Project management software (TCU uses Basecamp)
Help beats know which pieces they are responsible for and keeps them on track
System can easily update all milestones if one gets pushed back to see bottom line
24. 25. Gather content
Usually falls to the beat area, but others on the team may help
Need to gather:
Design text and images
Copy who, what, when, where, why, how
Web site map
Social media guidelines checklist
Event - who, what, when, where
26. As you gather content
Keep your end goal in mind
What stories/images are reputation-defining?
Never let design drive strategy
27. Execute tactics in plan
All team members execute the tactics outlined in plan
AEs Coordinate timing of plan
Typical AE vs. Modified AE - the AE works with the designer/developer as it moves through their area of expertise to ensure messaging and brand stay on point strategically
Be careful not to pigeon hole a designer as an ad maker. They can visually bring your message to life. (same for copywriters/web developers/etc)
28. Evaluate
Review your baseline.
Did you reach your goal?
Did you move the needle?
Do your messages now resonate with your intended audience?
29. Why go to the trouble?
You will prove more effective and valuable to your administration if you are able to affect change.
By touting the expertise of your team on campus, you will be seen as valuable and they will seek your help more on projects.
You will advance the brand of your institution effectively and will be known for who you are
30. Questions?
Lisa Albert
TCU Director of Communication
817-257-5063
l.albert@tcu.edu
www.mkc.tcu.edu