raising awareness of the institute institute workshop, april 10 th
TRANSCRIPT
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• Raising awareness of the Institute
• Institute workshop, April 10th
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Institute workshop April 10th
Outline
I. What is marcom, how does it work?
II. Marketing versus marcom
III. Conclusions
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Institute workshop April 10th
I. Approach
• Marcom is a combination of marketing and communications
• Conventional marketing:
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Institute workshop April 10th
I. Approach
• Marcom does not look the same as conventional marketing
QuickTime™ and a decompressor
are needed to see this picture.
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Institute workshop April 10th
I. Approach
• Marketing people and marcom people do not do the same job
• Marcom publishes information about our activities, puts us in context with the needs of our clients
• See further examples… (coverflow)
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Institute workshop April 10th
I. Approach
• Result: Marcom requires your support; information must be gathered before it can be published
QuickTime™ and a decompressor
are needed to see this picture.
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Institute workshop April 10th
II. Marketing versus marcom
Marketing marcom
Focus Ourselves only Ourselves in relation to others; client needs
Content Products Activities and achievements
Style Strict guidelines Flexible to accommodate available content
Processes Marketing is an island Marcom is integrated with Institute activities
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Institute workshop April 10th
IV. Summary
• Marcom is a combination of marketing and communications
• Adopting the marcom approach has an impact on internal processes
• The more information you send the marcom team, the more marcom can support you
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Institute workshop April 10th
Thank you!
Dr. Tobe Freeman
Director of marketing and communications
www.SwissFinanceInstitute.ch
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Institute workshop April 10th
I. Approach
• How can we raise awareness about our activities?
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Institute workshop April 10th
I. Approach
• How can we raise awareness about our activities?
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Institute workshop April 10th
I. Approach
• How can we raise awareness about our activities?
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Institute workshop April 10th
I. Approach
• Combining marketing with communications
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Institute workshop April 10th
I. Approach
• Becoming visible on the web
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Institute workshop April 10th
I. Approach
• An advertisement for Sotheby’s
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Institute workshop April 10th
I. Approach
• Examples of how we can publish this information
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Institute workshop April 10th
I. Approach
• Marcom is a combination of marketing and public relations
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Institute workshop April 10th
I. Workshop topic: What are you trying to convince people?
• An example provided by Jean-Pierre: that our doctoral students get great faculty positions…
• … news about successful students can be published on our blog.
• Question: What would you like to convince people of?
• Benefit: would you like to know the full range of Institute activities?
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Institute workshop April 10th
I. Workshop topic: Where can I find information about SFI activities?
• Press releases
• The SFI blog
• On the website page containing press clippings
• …it is all published in English so it can be shared internationally
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Institute workshop April 10th
I. template