Marketing Key ElementsCornell Library Presentation

December 1, 2009

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What is Brand Marketing?

Marketing is not only advertising and sales.

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One Definition:

• Analysis of consumers, customers, competitors, and the company

• Combining this knowledge to understand what segments exist

• Deciding how to best target the most profitable segments

What is Brand Marketing?

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Competitors

Customers

Consumers

What is Brand Marketing?

DIYer’s: • Enthusiasts• Compulsives• Result Seekers• Minimalists

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Another Definition:

All activities engaged in the transferring of goods from the manufacturer to the consumer

• Product• Price• Place• Promotion

What is Brand Marketing?

NOT A LOGO!6

What is a brand?

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What is a brand?

• A collection of perceptions in the mind of the consumer about a product or service

• Can be positive or negative

• Can vary by consumer

• Differentiates from competition

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How does an organization determine its brand?

• Identify target market/audiences

• Demographics vs. psychographics

• Some targets are more valuable than others

• One size does not fit all - Messaging needs to be tailored to each audience

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How does an organization determine its brand?

• Eagle One Example of Market SegmentationEnthusiasts …. Have an emotional bond with their automobile. They take strong personal pride in how their vehicle looks and get a great deal of satisfaction from its proper care. How they take care of their car says a lot about them.Result Seekers …. Enjoy caring for their vehicle’s appearance, within limits, and are driven more by the results of the effort than the intrinsic rewards offered by the task itself. Attention to every detail is not considered necessary to feel good about the results. Compulsives …. Treat the maintenance of their vehicle more as an obligation than an opportunity. Though the car care appearance task is not strongly enjoyed or done overly frequently, when it is done there is an almost paradoxical effort to be thorough and do the job right. Minimalists …. Regard the task of maintaining their vehicle’s appearance as a chore which is not generally enjoyed and for which there is little time. Practical and skeptical, their vehicle primarily amounts to no more than transportation.

10What Does Your Taste in Beer Say About You?, Advertising Age, 11/2/2009

How would you describe the consumer of each beer?

Article

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How does an organization determine its brand?

Determine current brand identity

• Quantitative and qualitative research - You don’t always know what you think you know

• For each target audience

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How does an organization determine its brand?

Determine what brand identity should be

• Research analysis

• Market trends

• Capabilities

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How is the brand communicated and promoted?

• Why promote the brand?

• What is the brand messaging?

• What media do you use?

• Measure results!

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Johnson School Case Study

Our Key Differentiators Were Supported in the Research in the Strategic Plan Process

Performance Learning

CornellConnections

Intense Collaborativ

e Community

Target Audiences• Prospective Students

• Alumni• Corporate Community

• Current Students• Faculty and Staff

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Our strategy creates a self-reinforcing loop in marketing the school to build the brand and reputation.

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• Alumni and Student Events

• Recruiter Outreach• Media Coverage• School Rankings

• Alumni communication

• Alumni career services

• Alumni events

• Recruiter Marketing Campaign

• Media Coverage• School Rankings

• Admissions Marketing Materials

• Website• Alumni and Student

interactionRecruit High

Quality Students

Attract Corporate Communit

y

Satisfy Current

StudentsEngage Alumni

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Please rate the quality of Johnson School recruits relative to other MBA programs

In-depth Industry KnowledgeRelevant Industry Experience

AssertivenessContent and Quality of Cover Letters

Managing DiversityManaging Change

Content and Quality of ResumesOrganizational Performance

Global ExperiencePersonal Ambition

CreativityDemonstrated Critical Skills

Interview PreparationWritten Communication

Persuasion/MotivationOral Communication

Career focusStrategic ThinkingIntellectual Ability

Demonstrated Knowledge of CompanyIn-depth Functional Knowledge

Leadership Analytical Skills

Professionalism and PresencePerformance in First Position with Company

Success of Past Hires/Career ProgressionEthics

Teamwork/Collaboration

0% 20% 40% 60% 80% 100% 120%

JGSM is Much BetterJGSM is BetterJGSM is About the SameJGSM is Worse

• The Johnson School is strong in Teamwork relative to peers. JGSM students are also strong in Ethics and Career Success.• The Johnson School received a relative high percentage of negatives for Oral Communication, Interview Prep, and Resume Quality.

Cross-tab by functional area

Recruiter Outreach

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Recruiter Campaign

Raise the bar.

Why Companies Hire Top-Tier MBAs During a Tough Economy Oftentimes when there’s an economic downturn, the first thing some firms do is cut back on new hires – when, in fact, it can be an opportunity for progressive companies to add extraordinary talent. Real Impact Top-ranked MBA students from the Johnson School at Cornell University are leaders and team players with real-world experience, strong functional knowledge, critical thinking and analytical skills. And because they have had the most hands-on, outcomes-focused business training of any management program, they can roll up their sleeves and make a real impact on your organization.

Find out how they can make a real impact for you at www.johnson.cornell.edu/MBAhire3.

Our MBAs are better prepared and have more real-world results to their credit than graduates of other programs.

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Recruiter Campaign – Marketing Recruiters

Our Strategic Brand Marketing curriculum is world-class and devotes considerable energy to performance learning and collaboration through: STRATEGIC MARKETING IMMERSION • Intense, hands-on semester of

integrated courses and field work with a focus on the profitable growth of a brand

• Cutting-edge course work led by faculty and leading marketing practitioners

• Team problem solving under actual business conditions with “live” projects from key CPG companies

PASSPORT PROGRAM • Students gain solid understanding of

different marketing career options • Personal, one-to-one coaching and

mentoring from top marketers in the country (CMO’s and CEO’s across marketing disciplines and industries)

There are several ways to recruit a Johnson School MBA who is ready to manage entire projects from day one.

Ready For Immediate Challenges: Johnson School Brand Managers

The Johnson School offers a large pool of highly qualified marketing students that can make an immediate impact on your organization. Johnson School MBAs are leaders who have learned to balance strategic initiatives, analysis and tactical elements.

Learn more at www.johnson.cornell.edu/MBAhire5/

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Marketing to Alumni and Corporate Community

Living Viewbook and iPhone Commercial

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Communication Strategy for the Career Management Center - A Framework

Goals, Strategies, Tactics, and Measurement

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Key Points for the Library

•What is the library’s brand?

•What services does the library provide?

•Do the services differ by library?

•What is the perception of the library?

•What should the perception of the library be?

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Key Points for the Library

•What are the target audiences?•Undergrads•Graduate and PhD students•Professors•Alumni•Staff•Community

•What are the needs for each audience? How can we research this?

•What should be the communication strategy, including messaging and media?

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Key Points for the Library

•How can we demonstrate the importance of the library to meeting Cornell University’s strategic goals?

•Should we promote the library?