A U D I E N C E - C E N T R I C C O M M U N I C AT I O N S :T H E O RY + P R A C T I C E

A O / F O FA L L M E E T I N G 11 . 8 . 1 7 N AT E N I C K E R S O N , V I C E P R E S I D E N T F O R C O M M U N I C AT I O N S

THEORY

P R E S I D E N T R E I F ’ S C H A R G E T O T H E O F F I C E O F C O M M U N I C AT I O N S

Make MIT known for making a better world through education, research, and innovation.

A U D I E N C E S A S O B S E S S I O N

Let’s start with the basics:Prospective Undergraduate and Graduate Students

Alumni

Campus Community

Educated + Influential Public Globally

M E E T I N G T H E M W H E R E T H E Y A R E

Alter the sentiment and behavior of our core audiences by offering excellent engagement in all three dimensions of their experience of MIT:

★ “Broadcast” content

★ Websites

★ The visitor experience

W E M A K E E X P E R I E N C E S

We seek to give our audiences:

★ Clear and consistently used messaging

★ Utility

★ Creative products that reveal our culture

T O M O V E T H E N E E D L E

★ Making a better world.

★ Graduating leaders.

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★ Welcoming to all.

★ Welcoming to women.

★ Good blend of science and humanities.

Richer inside

More powerful outside

U T I L I T Y B R I N G S L O V E

Let’s make sure:Our most important websites are serving our audiences’ most important needs

Our email is useful

Our visitor experience is useful

Our broadcast content (news, video) is useful

S T U D I E D C R E AT I V I T Y D O E S , T O O

Let’s make:Content meant for busy people using mobile devices

Websites that anticipate needs and are also emotionally resonant

A highly inspiring visitor experience

PRACTICE

L E T ’ S S E E W H AT T H E Y S E E

H O W C A N W E H E L P Y O U ?

Intercept surveys to capture audience objectives + sentiments

A U D I E N C E B E H AV I O R M AT T E R S

Increased mobile traffic requires rethinking common “on-the-go” services.

S O C I A L + V I D E O , E X P L O D I N G

1 7 S E C O N D S C A N D O T H E T R I C K

A U D I E N C E - C E N T E R E D D E S I G N I S G O O D D E S I G N

C R E AT I V I T Y M I N U S G U E S S W O R K

O N R I G O R A N D WA R M T H . . .

C R E AT I V I T Y S H O W S W H O W E A R E

U T I L I T Y S H O W S R E S P E C T

AO/FO COMMUNITY:YOUR (VALUE) AD HERE

A O : O N TA L E N T

Are we hiring communications staff thoughtfully, and then making it feel like part of a winning team?

F O : O N S T E WA R D S H I P

How do we move away from paying dearly for chaos?

T H A N K Y O U .