STATE COMM Marketing/Public Relations Committee

OUR COMMITTEE• Jeannie Norris (Alumni): co-chair• Emily Parker (Textiles): co-chair• Dr. Paul Cohen (Faculty, Engineering)• Nate DeGraff (Engineering)• Tilla Fearn (Natural Resources)• Rhonda Greene (OIT)• Lauren Gregg (University Communications)• Claudia Kimbrough (Faculty, Management)• Mick Kulikowski (University Communications)• Caroline Barnhill (University Communications)• Mitzi Montoya (Faculty, Management)• Gene Pinder (Centennial Campus)• Melinda Reta (Institute of Emerging Issues)• Anna Rzewnicki (Management)• Steve Townsend (Physical and Mathematical Sciences)• Doug Yopp (Libraries)• Charles Canteen (Management)• Joyce Mai (Undergraduate Admissions)• Keith Nichols (University Communications)• Stephanie Hlavin (Creative Services)

OUR CHARGE

Marketing / Public Relations

Communications with a marketing component:strategic planning, awareness campaigns and advertising.

∙ Develop and propose key messages∙ Recommend improved tools, processes and training programs for campus communicators

SWOT — Strengths

• University has invested in hiring professional communicators throughout colleges, departments, units.

• Colleges have strong partnerships with industry.

• We have strong, relevant stories to tell and an alumni base willing to spread the word about NC State.

• University has invested in marketing research.

SWOT — Weaknesses

• Lack strategic institutional vision for messaging.

• Weak coordination among communication units on campus.

• Few measures in place to determine effectiveness of our work.

• Look and feel of materials/web is not consistent

SWOT — Opportunities• New chancellor at NC State

• Growing comfort people have with electronic communications

• New opportunities to speak directly to alumni through social media

• Training on tools – Ex: Tim Jones Twitter class

SWOT — Threats

• Shrinking budgets

• Growing competition for attention of target audiences

• Social media challenges: developing cohesive messaging with multiple channels of communication.

KEY MESSAGES & FRAMING SENTENCES

• Internal tag line Everything you can imagine  • Framing Sentence NC State, the largest university in North Carolina,

provides big-school opportunities in a global innovation hot spot while fostering a tight-knit community in one of the nation’s most desirable places.

KEY MESSAGES & FRAMING SENTENCES

• Internal tag line Driving the economy every day • Framing sentence NC State provides results that drive the economy –

bringing critical thinking skills and discipline-based knowledge to all sectors of society through education, dynamic discoveries, and solutions to real-world problems.

KEY MESSAGES & FRAMING SENTENCES

• Internal tag line Solutions for your world  • Framing sentence NC State touches lives. With North Carolina roots

and a global reach, we deliver solutions that anticipate and meet the needs of society.

 

WHAT’S NEXT: FEEDBACK & BUILDING OUR CASE

Previous research has identified focus areas

∙ Producing leaders for the state, nation, world ∙ Creating educational innovation ∙ Improving health and well-being ∙ Fueling economic development ∙ Driving innovation in energy and the environment

BUILDING OUR CASE

 Everything you can imagine NC State, the largest university in North Carolina, provides big-school opportunities in a global innovation hot spot while fostering a tight-knit community in one of the nation’s most desirable places.

Producing leaders for the state, nation and world

Creating educational innovation

SUPPORTING FACTS

∙ Breadth of degree opportunities

∙ Opportunities to apply education through internships and study with industry partners – on Centennial Campus, RTP, nationally

∙ Location rich in local opportunities: higher education, research, arts, tourism, sports

∙ International opportunities through research, partnerships, study opportunities, co-ops

∙ Service at the local and international levels ∙ What else?

BUILDING OUR CASE

Driving the economy every day NC State provides results that drive the economy – bringing critical thinking skills and discipline-based knowledge to all sectors of society through education, dynamic discoveries, and solutions to real-world problems.

Fueling economic development

SUPPORTING FACTS

∙ $1 in state funding for NC State generates nearly $8 in total income for the state

∙ 1,200 employees in all 100 counties ∙ More than 674 U.S. patents held (as of March 2010)

∙ 72 start-up companies representing more than $750 million in venture capital investment and more than 3,000 jobs in North Carolina

∙ What else?

BUILDING OUR CASE

Solutions for your world NC State touches lives. With North Carolina roots and a global reach, we deliver solutions that anticipate and meet the needs of society.

Improving health and well being

Driving innovation in energy and the environment

 

SUPPORTING FACTS

∙ Fundamental research provides data to solve problems of the future.

∙ What else? Much more to come!

NEXT STEPS

∙ Collect feedback on key messages ∙ Engage colleges and units in developing supporting facts

∙ Recommend strategies for coordinating key messages across campus

∙ Recommend training and tools to boost efficiency, improve collaboration– in partnership with Internal Communications

Comm.

QUESTIONS?