Primary topics covered: brand development, marketing strategy, integrated marketing Presentation description: Are higher ed marketers letting the “new technology” cart lead the brand horse? Presenters will advocate for comprehensive strategy from institutional intent to a “just right for our brand” tactical mix. Presentation abstract: Are higher ed marketers letting the cart lead the horse? Has the call become “yikes, we don’t have anything to tweet today” before the question “is Twitter the right space for our brand right now?” has been answered? Advocating for a brand-driven marketing approach, the presenters will track the sequential logic of developing a comprehensive strategy starting with institutional intent and market prioritization and ending with a “just right for our brand” tactical mix. The School of the Art Institute of Chicago will serve as the primary case study, illustrating principles that all college and university marketers can bring to their own institutional strategy and integrated marketing development. Special attention will be paid to the promise and challenges of the web in achieving strategic branding objectives. Specific themes covered will include: • Deciding on strategic vision and shared priorities “across the silos” • Shaping brand positioning from market research (including the role of segmentation) • Developing an integrated marketing program that amplifies your brand strategy • Choosing “on brand” digital tactics

1. DON’T JUMP TO
COMMUNICATIONS:
THE ROLE OF BRAND STRATEGY
IN HIGHER ED. MARKETING
Sherrie Medina
Assoc. VP Communications and Strategic Initiatives

2. AMERICA’S
MOST
• 3,200 Students
• Top 3 U.S. News and World
Report
INFLUENTIAL • Most Fulbright Scholars 09-10
ART AND • Largest School/Museum
DESIGN Campus
SCHOOL
• Heart of Chicago

3. MY PATH
Start-Up
Companies
Internet
Chemical-
Manufacturing

4. LANDSCAPE • 2 New Presidents / 2 Years
• Provost (new position)
• Five Year Strategic Plan
• Rebrand and Web Redesign

5. 1. PEOPLE/TEAM
2. TOOLS
3. TACTICS
4. STRATEGY

6. 1. PEOPLE/TEAM
2. TOOLS
3. TACTICS
4. STRATEGY

7. BEFORE Focus ?? Priorities ??
Public Relations
Marketing
Web/E-communications
Publications
+ Everyone is creative—We are an art school!
= Everyone is their own marketer and designer

8. CHAMPIONS NEEDED

9. CHAMPIONS NEEDED
• 1 YEAR

10. CHAMPIONS NEEDED
• 1 YEAR
• Report to the President

11. CHAMPIONS NEEDED
• 1 YEAR
• Report to the President
• Rae Ulrich, Ex. Dr. Web and eComm

12. AFTER
mmunicati
Co on
s
Marketing Web
Public Relations E-communications
Graphics Social Media
+ PR Firm
Focus:
Institutional

13. REORGANIZE AND REDEFINE
What is missing?

14. REORGANIZE AND REDEFINE
What is missing?
• Copy Editor
• Social Media Coordinator
• Student Designers
• AVP (me)

15. 1. PEOPLE/TEAM
2. TOOLS
3. TACTICS
4. STRATEGY

16. 1. PEOPLE/TEAM
INVENTORY:
ACCESSING THE
LANDSCAPE
3. TACTICS
4. STRATEGY

17. MAKING EVERYONE HAPPY
INTERNAL CLIENTS (58 +)
ADMISSIONS
FINANCIAL AID
ACADEMIC DEPARTMENTS:
Arts Administration And Policy, Architecture, Interior Architecture, Designed
Objects, Design For Emerging Technologies, Art Education, Art And Technology
Studies, Art Therapy, Ceramics, Fashion Design, Fiber And Material Studies, Film,
Video, New Media, And Animation, Historic Preservation, Liberal Arts, Modern Art
History, Theory, And Criticism, Painting And Drawing Performance, Photography,
Printmedia, Sculpture, Sound, Visual And Critical Studies, Visual Communication
Design, Writing
STUDENT AFFAIRS
CAREER SERVICES
INTERNATIONAL AFFAIRS
DEVELOPMENT
ALUMNI RELATIONS
FACILITIES
CONTINUING STUDIES:
Children And Preteen Workshops, Early College Program, Teacher Institute In
Contemporary Art, Teacher Institute In Museum Education
PARENTS
INSTITUTIONAL AFFAIRS
PUBLIC PROGRAMS:
Visiting Artist Program, Conversations At The Edge, Fiber And Material Studies,
AIADO, Parlor Room, Behind The Seams, Lifton Lecture, Sick Lecture, Sullivan
Lecture Series
SPECIAL COLLECTIONS
Roger Brown Study Collection, Joan Flasch Artist Book, Fashion Resource Center
VIDEO DATA BANK
FLAXMAN LIBRARY
EXHIBITIONS:
Betty Rymer, Sullivan, Student Union Galleries
ROGER BROWN STUDY COLLECTION
Kaori Masui (BFA 2008), Happy, 2008

20. MATRICULATION
INVENTORY

23. EARLY COLLEGE/KIDS ADMISSIONS
Adult / Childrens Brochure + NY Times Undergrad catalogue
Insert Grad catalogue
SAIC Kids ad campaign Student poster
Child postcard (undated) Teacher poster
Camp Postcard Undergrad booklets
Child apron National advertising
Child backpack High School advertising
Camp t-shirts Community College Advertising
ECP quote card SAIC brochure
ECP / SI booklet SAIC campus map
ECP / SI registration announce card Parent
TICA application PDF
APSI application PDF
TICA / APSI DMP
TIME application PDF INTERNATIONAL
Dept. Pub Poster Presentation Templates/Images
ECP / SI online exhibition card XXX
TICA CD cover / card XXX
ECP / SI application PDF / print XXX
ECP Spring DMP XXX
Certificate of Recognition XXX
SECTP Campus Map PDF
TIME announcement card
ECP Summer DMP
TICA Buttons
SAIC summer DMP (undergrad)
ECP NPD card
ECP envelope
ECP T-Shirts

24. STREAMLINING/
PROCESSES

25. TOOLS
Communications Portal
Graphic Templates
Brand and Editorial Guidelines
Press Kit and School Brochure
Yearly Plans** to come
Creative Kickoffs
Job Requests
Media Plan

26. COMMUNICATIONS PORTAL

27. BRAND AND EDITORIAL GUIDELINES

28. GRAPHIC TEMPLATES
header
SUBHEAD
Wisit alit lummod tat utLorero
erilisi. Ore min utpatue venia-
met utat. Ut vulla amconse mod
eriure volese vel eugue min
hendreet, augueratum deleniat
utpatuer susting ero essi.
headline
SUBHEAD
Wisit alit lummod tat ut. Lorero erilisi. Ore min utpatue veniamet utat.
Ut vulla amconse mod eriure volese vel eugue min hendreet, auguer
Call to action text style.
For more information, visit www.saic.edu
CALL TO ACTION
TEXT STYLE.
• Digital Signage
For more information,
visit www.saic.edu • Ads print/web
• Posters
• Postcards
• Presentation Templates

29. PRESS KIT

30. PRESS KIT
INSERTS
• Notable Alumni
• SAIC At a Glance
• SAIC Stats
• Timeline
• Campus Map
• Press Images

31. SCHOOL BROCHURE

32. BRANDING AND LOGO
• 13 Logos/Identities
• Created 1 Tri-Brand

33. BRANDING AND LOGO

34. SOCIAL MEDIA

35. WEB AND E-COMMUNICATIONS

36. YEARLY PLAN/CREATIVE KICKOFF
Content/Dates/Budget
Audience
Past/Likes
Marketing/Graphics/Writing/Web
1st - Yearly Plans Summer 10

37. WHY AREN’T WE…?

38. MEDIA PLANS
John Fashion show a lot
Rae e plan
• Advertising
• Printed Materials
• Electronic

39. DOG & PONY SHOW — EDUCATE
This fall “Get on the Agenda”
Print/Graphics Workflow

40. RECEPTACLES
PUBLIC NEWS PUBLIC INTERNAL INTERNAL
Recent articles on the PROGRAMMING EVENTS ACCOMPLISHMENTS
web and in the news
MAJOR
NEWS
ITEMS
Long and/or Events + Monday Wednesday
short eReleases Disruptions “Happenings” “Accomplishments”
magazine and email email
email

41. WORKFLOW
Monday
“Happenings”
Home page
email send feature
Posted on
eReleases
RSS feed
Post in web Portal News
press room Highlights
eVites

42. 1. PEOPLE/TEAM
2. TOOLS
3. TACTICS
4. STRATEGY

43. WHO ARE WE TALKING TO?
•Parents (current/potential)
•Students (current/potential)
•Alumni
•Donors (individuals/corporate/grants)
•Faculty & Staff
•General Public

44. WHERE IS THE AUDIENCE?
•Press Contacts
•Web Users
•Print/Mailing
•Events Attendees
•Facebook
•Twitter
•YouTube

45. WHOSE PERCEPTION ARE
WE TALKING ABOUT?

46. WHAT DO WE REALLY KNOW?
•Can the conversation be elevated?
•Remove personal interpretations
•Look to True Market Perceptions
Students, Parents, Alums, Donors, Faculty

47. WHAT DO WE REALLY KNOW?
MARKET RESEARCH

48. SEQUENTIAL LOGIC?
NOT MY REALITY

49. THE TRUTH ABOUT OUR
MARKET RESEARCH
MISTAKES:
•Shared Mid Way
•Slow down and protect—Used as a SWOT
•Rejected

50. IT AND WEB CONSULTING
•Vision/Strategy - THANK YOU RAE
•2 consultants
•Redefine services
•Assessment of staff and infrastructure
•Proposed road map / Staff

51. BRAND AND WEB REDESIGN

52. nchmarking
r Be Bra
tito nd
(BRANDING) Co
mpe Str
at
eg
y
h
rc
ea
es
rR
Entire experience
lde
Ins
eho
igh
Stak
that a student,
ts &
Analysis
parent, or staff
member goes
raining
through as a
s&T
Iden
line
reflection of our
tity
ide
MESSAGE
an
Gu
IDENTITY
V d
isu
alL
a
ng
ua
ce ge
Voi
&
lity Na
ona min
Pers g

53. 1. PEOPLE/TEAM
2. TOOLS
3. TACTICS
4. STRATEGY

54. PROCESS FLOW/ YEARLY PLANNING
JOB PLANNING CREATIVE KICKOFF
(CONTENT/DATES/BUDGET)
CONCEPT AND STRATEGY DEVELOPMENT
PRESS RELEASE
PRINT MATERIALS ROLL OUT
WEB ROLL OUT
E-MAIL MARKETING
SOCIAL MEDIA
EVENT!

55. PROCESS FLOW/ YEARLY PLANNING
JOB PLANNING CREATIVE KICKOFF
(CONTENT/DATES/BUDGET)
CONCEPT AND STRATEGY DEVELOPMENT
PRESS RELEASE
PRINT MATERIALS ROLL OUT
WEB ROLL OUT
E-MAIL MARKETING
SOCIAL MEDIA
EVENT!

56. PROCESS FLOW/ YEARLY PLANNING
JOB PLANNING CREATIVE KICKOFF
(CONTENT/DATES/BUDGET)
CONCEPT AND STRATEGY DEVELOPMENT
PRESS RELEASE
PRINT MATERIALS ROLL OUT
WEB ROLL OUT
E-MAIL MARKETING
SOCIAL MEDIA
EVENT!

57. PROCESS FLOW/ YEARLY PLANNING
JOB PLANNING CREATIVE KICKOFF
(CONTENT/DATES/BUDGET)
CONCEPT AND STRATEGY DEVELOPMENT
PRESS RELEASE
PRINT MATERIALS ROLL OUT
WEB ROLL OUT
E-MAIL MARKETING
SOCIAL MEDIA
EVENT!

58. PROCESS FLOW/ YEARLY PLANNING
JOB PLANNING CREATIVE KICKOFF
(CONTENT/DATES/BUDGET)
CONCEPT AND STRATEGY DEVELOPMENT
PRESS RELEASE
PRINT MATERIALS ROLL OUT
WEB ROLL OUT
E-MAIL MARKETING
SOCIAL MEDIA
EVENT!

59. PROCESS FLOW/ YEARLY PLANNING
JOB PLANNING CREATIVE KICKOFF
(CONTENT/DATES/BUDGET)
CONCEPT AND STRATEGY DEVELOPMENT
PRESS RELEASE
PRINT MATERIALS ROLL OUT
WEB ROLL OUT
E-MAIL MARKETING
SOCIAL MEDIA
EVENT!

60. PROCESS FLOW/ YEARLY PLANNING
JOB PLANNING CREATIVE KICKOFF
(CONTENT/DATES/BUDGET)
CONCEPT AND STRATEGY DEVELOPMENT
PRESS RELEASE
PRINT MATERIALS ROLL OUT
WEB ROLL OUT
E-MAIL MARKETING
SOCIAL MEDIA
EVENT!

61. WORKFLOW
Monday
“Happenings”
Home page
email send feature
Posted on
eReleases
RSS feed
Post in web Portal News
press room Highlights
eVites

62. PROCESS FLOW/ YEARLY PLANNING
JOB PLANNING CREATIVE KICKOFF
(CONTENT/DATES/BUDGET)
CONCEPT AND STRATEGY DEVELOPMENT
PRESS RELEASE
PRINT MATERIALS ROLL OUT
WEB ROLL OUT
E-MAIL MARKETING
SOCIAL MEDIA
EVENT!

63. PROCESS FLOW/ YEARLY PLANNING
JOB PLANNING CREATIVE KICKOFF
(CONTENT/DATES/BUDGET)
CONCEPT AND STRATEGY DEVELOPMENT
PRESS RELEASE
PRINT MATERIALS ROLL OUT
WEB ROLL OUT
E-MAIL MARKETING
SOCIAL MEDIA
EVENT!

64. RESULTS OF CONSISTENT/
INTEGRATED MARKETING
SAMPLES OF CAMPAIGNS

65. CASE STUDY: FASHION SHOW
The School of the Art Institute of Chicago’s fashion show benefit
Honoring G A RY G R A H A M with the SAIC Legend of Fashion Award
Celebrating the life of fashion trailblazer and philanthropist E U N I C E W. J O H N S O N
THEWALK 2010
FRIDAY, MAY 7
CELEBRATING THE LIFE PRESENTING
OF FASHION TRAILBLAZER GARY GRAHAM WITH
AND PHILANTHROPIST THE LEGEND
EUNICE W. JOHNSON (1916-2010) OF FASHION AWARD
THEWALK 2010
Mrs. Eunice W. Johnson was a For her commitment to SAIC alumnus and New York-
woman ahead of her time. As community service, Mrs. based designer Gary Graham
producer and director of Ebony Johnson has obtained several (BFA 1992) will be presented
Fashion Fair—the world’s largest awards, including honors from with the SAIC Legend of
traveling fashion show—her life the United Negro College Fashion Award. In 2009 Graham
FRIDAY, MAY 7 and work were defined by her
contributions to the world of
Fund, The Boys & Girls Club of
Chicago, Alabama A&M, Loyola
was announced as a finalist
of the prestigious Council of
fashion and design. She was a University, and a host of others. Fashion Designers of America/
THE ART INSTITUTE OF CHICAGO trailblazer in helping build Vogue Fashion Fund. Graham
MODERN WING, GRIFFIN COURT Johnson Publishing Company, Mrs. Johnson was the wife of launched his line in the fall of
home to Ebony and Jet Mr. John H. Johnson, the late 1999, and his background in
ENTRANCE ON MONROE STREET
magazines as well as Fashion publisher and chairman of costume and textile design is
Fair Cosmetics, into a media Johnson Publishing Company, apparent, season after season,
COCKTAIL RECEPTION: 6:00 P.M. and beauty powerhouse. which he founded in 1942 in his collections imbued with
RUNWAY SHOW: 7:00 P.M. with her love and support. Her a casual luxury and a sense
Since 1961, Mrs. Johnson daughter, Linda Johnson Rice, is of history. He is attracted to
BUFFET DINNER IN TERZO PIANO: 8:00 P.M. served at the helm of Ebony chairman and CEO. contrasts (light and dark, fitted
Fashion Fair, which annually and flowing) and cause and
EVENT CHAIRS:
encompasses a nearly 180- effect, discovering the particular
MARILYN FIELDS
city tour of the United States, beauty in each. This approach
GREG CAMERON
G A R M E N T S BY G A RY G R A H A M
Canada, and the Caribbean. is reflected in his characteristic
To date, more than $55 million fitted jackets, fluid dresses,
EVENT CO-CHAIRS:
has been raised for various blouses, and slouchy knits—
DONNA LAPIETRA
charities. The show remains a all rendered in a rich and varied
STEPHANIE SICK
staple in the fashion industry, palette, with texture achieved
BISI WILLIAMS MAU
showcasing the best in style by meticulous washing and
on African-American models of dying processes that are a
various shapes, sizes, and skin Gary Graham trademark.
tones. It was Mrs. Johnson’s His incorporation of quilting,
sheer determination and astute embroidery, patchwork, and
business sense that helped pave washed leathers create a highly
the way for supermodels Tyra individualized look with
Banks, Naomi Campbell, Iman, impeccable finish. Gary Graham
The house of Yves Saint
and Beverly Johnson. collections are available in
Laurent is pleased to
support The Walk 2010 and specialty boutiques and
Born in Selma, Alabama, Mrs. department stores worldwide.
Johnson received her bachelor’s celebrate the life of fashion
AS ALWAYS, DRESS WITH STYLE visionary and philanthropist
degree in Sociology, with a
minor in Art, from Talladega Eunice W. Johnson.
VALET PARKING AVAILABE
College in Alabama. She earned
her master’s degree in Social
Convenient parking across from Griffin Court in the
Work from Loyola University
MILLENNIUM PARK GARAGE, entrance on South Columbus
in Chicago. In addition, she
at Monroe Street.
received honorary doctorate
D E S I G N E R : A R U S H I K U M A R ( B FA 2 0 1 0 )
degrees from Talladega College
in 1988 and Shaw University
in 1990.

66. CASE STUDY: FASHION SHOW

67. CASE STUDY: FASHION SHOW

68. CASE STUDY: END OF YEAR

69. CASE STUDY: END OF YEAR
SAIC
2010
FINAL
UNDERGRADUATE
EXHIBITION
March 27–April 9
BFAW READINGS
April 2
MA/MS THESIS
PRESENTATIONS
April 29–May 21
GRADUATE THESIS
EXHIBITION
May 1–21
MFA THESIS AND
BFA PERFORMANCE
PRESENTATIONS
May 8–9
MFA THESIS AND BFA FILM,
VIDEO, NEW MEDIA, AND
ARCHITECTURE, INTERIOR
ARCHITECTURE, DESIGNED
OBJECTS, AND FASHION
GRADUATE THESIS
EXHIBITION
June 12–July 24
STATEMENT
MFAW THESIS READINGS
SOUND PRESENTATIONS
May 21 SAIC FASHION 2010
May 12–14
May 7
For information on additional events, Alan and Michael Fleming (MFAs 2010), Configurations, 2008, performance. Photo: Daniel Shea.
visit www.saic.edu/highlights Ad designed by SAIC student Bancha Tunthavorn (BFA 2010)

70. CASE STUDY: CONTINUING STUDIES

71. CASE STUDY: VISITING ARTIST PROGRAM

72. CASE STUDY: BAREWALLS FUNDRAISER

73. CASE STUDY: BAREWALLS

74. CASE STUDY: ACADIA

75. FOCUS 2010-11
•Identity and Web Redesign
•Message
•Media Placement/Institutional/Fundraising
•New recruitment comm. paradigm
•Metrics

76. READING SUGGESTIONS
4. STRATEGY

77. THANK YOU
Sherrie Medina
smedina@saic.edu
312.543.8608
4. STRATEGY