worcester polytechnic institute 1 wpi marketing & communications communications briefing...

Worcester Polytechnic Institute 1

WPI Marketing & Communications

Communications BriefingSeptember 28, 2006

Worcester Polytechnic Institute

“Actually, I preferred ‘Heaven’ too, but then the marketing guys got a hold of it.”


WPIMarketing

& Communications

Brand/Positioning

Marketing


PRIMARY OBJECTIVES

Brand/ Positioning

Marketing

• Build overall awareness

• Communicate strengths/

differentiation/ impact

• Define “WPI” brand

• Segment markets

• Communicate value proposition

to target audiences

• Move the needle

- inquiries, applications, funding,

recruiting


FUNCTIONAL STRUCTURE

WPI Marketing

& Comms.

Brand/Positioning Marketing

Research Communications

Public RelationsThought

Leadership

AlumniCommunications

Web/InteractiveMarketing

EnrollmentMarketing

DevelopmentCommunications

Business Development


Brand/Positioning Communication

Public RelationsThought

LeadershipAlumni

CommunicationsResearch

Communications


Marketing

WEB/InteractiveMarketing

Enrollment Marketing

DevelopmentCommunications

BusinessDevelopment


Today’s Program

Research Communications Mike Dorsey

Public Relations/ Chris HardwickThought Leadership

University/ Charna WesterveltAlumni Communications Bonnie McCrea

Web Communications/Marketing Tara Myers

Business Development Chris Hardwick


Research CommunicationsTeam:

• Michael Dorsey, Director of Research Communications

• Lorraine Urbanski, News Writer


Research CommunicationsObjectives:

• Help build WPI’s reputation with key

constituents

• Help associate WPI with high-impact, interdisciplinary research that benefits society

• Raise the visibility of the faculty by high-lighting their expertise and the recognition they receive


Research CommunicationsTactics:

• Research News Service

• Special Issue of Transformations

• Research Newsletter

• Research Web Site

• Academic Department Communications

• Faculty Guides and Speakers Bureau


Research Communications

Targeted Cable Networks and Programs


Professor Camesano conducts groundbreaking research on cranberry juice and E. coli

News ReleaseNEWS SERVICE

Goes Over Wires Produces Coverage Story Appears on WPI Web SiteTHE WEB

THE MAGAZINE

The research will be part of a broader feature story in special research issue of Transformations

OTHER•Publications and presentation will be noted in research newsletter

•Research expertise will be highlighted in experts guide

•News stories can be developed for department Web site and newsletter

•Professor can be included in speakers bureau

New results distributed to media


Public Relations

Objective:

• Build effective public and media relations capability to tell stories on local, regional and national level

• Generate consistent flow of news announcements to convey WPI’s forward momentum

• Evolve public language


Public Relations

Team:

• Recruiting new Director with national media experience

• Strengthening news operation with new Editorial position

• Building new media database, tracking and monitoring systems


Public Relations

• News Bureau

• National storylines

• Local, regional media relations

• Event Publicity

• Message Development

• Systems

• Crisis Communications


Thought Leadership

Objective:

• Leverage President/ Provost as thought leaders on current issues in higher education

• Begin to position WPI as the new model for education (putting knowledge into action)


Thought LeadershipTeam:

• Recruited Communications and Senior Writing Professional Sarah Mackey


Thought Leadership

• Platform

• Speaking Opportunities

• Op-Ed Pieces/ White Papers

• Editorial Background Meetings

• Conferences


Alumni CommunicationsObjectives:• Connect WPI alumni with their alma mater through

various media, including printed publications, e-newsletter, and Web site.– Update alumni with university and alumni news

and events.• Inspire a renewed sense of pride in WPI.

– Share the stories of alumni, faculty, and students who are making a difference in the world.


Alumni Communications

Team:

• Charna Westervelt, Magazine Editor

• Joan Killough-Miller, Alumni Editor



• Transformations

(print and online)



• The Bridge


University Communications

Objectives:

• Update and inform audience of WPI’s unique strengths and offerings through printed collateral, which have a look and feel consistent with our position as a national university

• Communicate/ support WPI’s strategic priorities



Team:• Charna Westervelt, Editor

• Bonnie McCrea, Production Manager

• Peggy Isaacson, Copyeditor/Graphic Designer



• Annual Report

• WPI At a Glance

• Boilerplate descriptions

• Guide books

• Graphic Identity

• Campus print pieces



Graphic Identity • Ensure consistent use of official logo

and seal in signage, banners, etc.• Review, update and distribute revised

graphic identity guide with modified templates

• Broaden the official color palette• Update campus kiosks



Online Resources

• Expand Template Library

– Invitations --Newsletters

– Brochures --Certificates

– Flyers --Power Point

– Letterhead

• Maintain Vendor Resources



Photography Database• Evaluate all photography needs and

create new, up to date portfolio • Establish complete photo database and enable

Web-based access for campus and outside designers

• Explore integration with CMS• Establish copyright policies and terms of usage



Editorial Style Guide

• Basic guide for writers available at www.wpi.edu/+identity

• Comprehensive style guide in development


Web Communications/ Interactive Marketing

Objectives:

Tell the WPI story in an engaging manner

• Direct users to information they need easily

• Add engaging, interactive elements to WPI Web site

• Implement CMS to move away from maintenance tasks


Web Communications

Team:Tara Myers

Director, Marketing

Kim AllenContent Specialist

Nick GalottiWeb Applications

Developer

AnnMarie NicholsInteractive Designer


Web CommunicationsKim Allen• Joined in September from

Private Healthcare Systems • Many years experience in

Web marketing and journalism

• Northeastern University • Will focus on copy and new

features for top-level sections of Web site


Web Communications

Nick Galotti• WPI’05 (CS)• Hired June 2006• Experience consulting on

applications• Worked as a student with the

Web site• Primary responsibilities

include CMS, Google search


Web Communications

AnnMarie Nichols• Over five years experience in

design• Designs for many firms,

including EMC• Grad of Clark University’s

graphic design program• Responsible for creating a

dynamic look and feel throughout the WPI Web site


Web Communications

Re-Development of Website

• Phase I: New staff hired

• Phase II: Migration to CMS

• Phase III: Re-design planning with community involvement, focus groups

• Phase IV: Re-design, new content


Web CommunicationsContent DevelopmentSystem• Enables non-technical

staff to update Web• More efficient,

effective management of Web pages

• Shift focus from maintenance to strategy


Web CommunicationsCMS Timeline• Migration of Academic

Departments mostly complete

• Administrative departments will be migrated next

• Most will be migrated by end of year


Web Communications

Phase III: Planning

• Discussion groups around Web site to be formed late fall

• Focus groups with external and internal audiences

• Recommendations for development of new design, new content, navigation


Web CommunicationsRe-Development of Web Pages• Re-design of pages• Add new content, video, blogs, etc• Expected completion mid-2007• Interim changes such as Admissions Virtual Tour, some re-designs



Objectives:

• Increase inquires to undergraduate admissions through targeted awareness programs

• Ensure that university messages are consistent and integrated in all divisional marketing communications



Team:

• Recruiting new Marketing Communications Specialist

• Focus on undergraduate admissions marketing– Publications, email, marketing programs


Enrollment MarketingActivities

• Awareness activities

• Prizm research

• New publications, emails

• Interactive Web site features

– Virtual tour


Business Development(Gateway)

Objective:• Support business development efforts to

attract life sciences companies to Gateway

• Implement range of marketing tactics to increase overall awareness of Gateway as launching point for Worcester and for WPI


Business Development: (Gateway)

Team:

• Collaboration with WBDC

• Phillips Design/ Boston


Business Development: (Gateway)

• Signage

• Logo/ Graphic Identity

• Website

• Sales Exhibit

• Media Relations


Business Development (Gateway)


Three things in closing:

1. Share your stories with us

2. Spread the word

3. We’re all ambassadors

THANK YOU!!!!

worcester polytechnic institute 1 wpi marketing & communications communications briefing...

Documents

groundbreaking research

interdisciplinary research

media slide

public language slide

news writer slide

marketing guys

speakers bureau slide

wpi web site