Summary
A perspective on the process of integration
Cover some of the mechanics and basic rules to deliver long term value
Quick Audience Survey
How many involved in: Administration Advancement Alumni Relations Affiliated with Higher Ed (Consultants, etc.) Communications & Marketing Financial Aid Instruction Student Services
The (First) Cliché
The only stupid question is….
The (Second) Cliché
Washington Apples
Florida Oranges
Today’s Mantra
Even if your messages are not integrated
the perception of your institution is.
What is Integrated Marketing Communications?
A management concept that is designed to make all
aspects of marketing communication such as
advertising, sales promotion, public relations, and
direct marketing work together as a unified force,
rather than permitting each to work in isolation.
http://marketing.about.com/cs/glossaryofterms/l/bldef_imc.htm
Quick Question
Anyone involved in such a process?
What is Integration?
Integration = fusion, combination
Integration ≠ single, monolithic entity
An Eye-Q Test
Institution: Integrated Environment
Projects cross organizational layersand responsibilities
Integrated Environment is a result of institutional culture
(Another Mantra)
The Cross-currents of Success
Strategic success starts from the top downoperational success flows the other way
Organizing a Policy
Policies ≠ PolicingPolicies ≈ Traffic Rules
Ensure a smooth flow of operational processes
Building a Policy
Avoid do’ and don’ts built in isolation Use an interactive process with recognition of
responsibilities and priorities Engage administration in development and all
layers for feedback and testing Flexibility and creativity is key for integrated
results
IM is key to IM
Internal Marketing helps develop
Integrated Marketing
Volunteer – instruction, employee groups Be proactive Listen
Policies : Quality Control
Quality Control is/should be the foundation of a policy
QC notorious for operational bottlenecks
Bottlenecks may be fatal
QC : Build resources
Easily accessible comprehensive resources help:
UMKCwww.umkc.edu/brand
UCwww.uc.edu/branding
QC : Suggestions
Beyond style guides and manuals: A session as a part of orientation Brown bag lunches Project management processes Calendar for cyclical projects
Build awareness and participationearlier into the process
Audience
Integration need not compete with segmentation
Evaluate Audiences from the lifecycle perspective
IM and the Lifecycle
Focus beyond the target stage of the cycle
Address the preceding & following stages
A Relay Marathon or a Marathon Relay
Use areas of overlap to develop cross-functional projects
Move towards a relationship development model to deliver long term value
Examples: Alumni at Career Fairs and Mentoring Networks
Messages & Channels
Beyond sprinkling URLs and splashing logos
Understand the status of the relationship and work to advance it
Integrated messages are a result of integrated processes
Home work and preparation pays off!
Messages & Channels
Channels such as the Web are ideal for integration and repurposing content
Examples: Admitted student sites and connecting scholarships to programs
Admitted StudentsHoward Payne University
www.myhpu.com – Close up
www.miami.edu/futurecanes
Northwest College – Programs Page
Parting Tips
All projects are local Split focus: long and short term
approaches help Resistance is a reality: use it as a
feedback tool and tuning device Remember it is a marathon (its easier
after 20 miles)
The pyramids were not build in a day!
