5. Change is good.
Change is forward-thinking.
Change is building a solid foundation.
Change is adapting to current & future needs.
Change is taking risks.
Change is needed.
Change is good.
6. Topics we’ll cover
Starting & launching a re-branding effort
Restructuring a 30+ member Marketing Communications department
Setting priorities through an Institutional Strategic Marketing Plan
Creating & implementing a licensing & trademark enforcement program
Planning & kicking off a brand awareness strategic advertising campaign
Evaluating emerging technologies
8. Problems
No single core message(s) used college-wide
Logo did not contain the word “College,” making advertising out of the
immediate area challenging
Print + web (or anything else) were not integrated
Extremely siloed structure
28. Our toolbox
activeCollab Dropbox
Google Analytics & Urchin readMedia
Vocus CMS = home grown
Hoot Suite Fire Engine Red
Google sites (wiki & docs) Social Engine