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Best Practices: MIT Messages

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MIT Key Messages: Best Practices. May 5, 2003 Page 1. Best Practices: MIT Messages. Marsha Sanders, Provost's Office. Mary Leen, MIT Museum ... – PowerPoint PPT presentation

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Title: Best Practices: MIT Messages


1
Best Practices MIT Messages
  • Marsha Sanders, Provosts Office
  • Mary Leen, MIT Museum
  • Paul Denning, Sloan School
  • Mary Haller, Arts at MIT

Effective Messages Presentation, May 5, 2003
2
Best Practices
  • MIT Leadership Hal Abelson
  • MIT Museum Mary Leen
  • Sloan School Paul Denning
  • Arts at MIT Mary Haller

3
MITs Five Key Messages
  • MIT makes a difference in the world
  • MIT is leading the scientific and technological
    revolution
  • MIT works together with othersacross fields,
    institutions, and national boundariesto shape
    the future
  • MIT is a meritocracy egalitarian and accessible
  • MIT is redefining its residential university
    experience and building a new sense of community

4
MIT Leadership Hal Abelson
  • MIT is leading the scientific and technological
    revolution
  • Professor Hal Abelson
  • Co-Chair of the Council on Educational Technology
    (CET), iCampus co-Director, EECS Professor,
    MacVicar Fellow

5
Best Practices MIT Museum
Mary Leen, Acting Director
6
The MIT Museum
  • The MIT Museum is unique among university museums
    in its focus on the activities and achievements
    of the parent institution, particularly in the
    fields of science and technology.
  • Positioning
  • The museum dedicated to science and technology
    and their impact on society
  • Introduction of hands-on, interactive
    experiences, and educational programs that foster
    learning by doing

7
The MIT Museum
  • The MIT Museum, working with MIT Facilities,
    recently completed a capital project to create a
    bold new entrance, façade and signage to be more
    visible and welcoming to the community.

8
The MIT Museum Re-positioning
  • A three-year campaign to re-position the museum
  • Museum messages support two of MITs key
    messages
  • MIT is leading the scientific and technological
    revolution
  • MIT is redefining its residential university
    experience and building a new sense of community

9
Ways we reinforce the messages
  • A mission statement that is related to MITs
    mission
  • Development of a long-range strategic plan
    involving the whole staff
  • A new graphic identity and redesign of the
    website web.mit.edu/museum
  • Remaking the building and museum space to be a
    destination for the community
  • New ongoing exhibitions focusing on MIT innovation

10
MIT Museum Mission Statement
  • To document, interpret, and communicate to a
    diverse audience, the activities and
    achievements of the Massachusetts
    Institute of Technology and the worldwide impact
    of its innovation, particularly in the fields of
    science and technology and to enhance the spirit
    of community inside the Institute through the
    promotion of dialog both at MIT and between the
    Institute and the wider world.

11
MIT Museum New Graphic Identity
  • Consistent look-and-feel
  • All stationery, public relations, and marketing
    materials
  • Website http//web.mit.edu/museum
  • Re-design of the building façade and construction
    of a new entrance

12
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15
MIT Museum New exhibits
  • Major ongoing exhibitions show how MIT leads the
    scientific and technological revolution, from the
    Institutes founding to today
  • Mind and HandThe Making of MIT Scientists and
    EngineersRobots and BeyondExploring
    Artificial Intelligence at MIT

16
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18
Visit me!
19
Best Practices Sloan School
Paul Denning, Communications Co-Director
20
Best Practices the goals
  • MBA program wanted a strategic vision
  • Goal was to define a distinctive value
    proposition to engender strong brand identity
  • Ensure the vision drives operational decisions
  • Define powerful and consistent message for
    delivery to the outside world/applicants

21
Best Practices the process
  • McKinsey Co. retained to do analysis of Sloans
    place in the market focus groups to determine
    public perception
  • 4 value propositions developed by faculty/staff
  • All were tested FOR EXCITEMENT, CREDIBILITY FOR
    SLOAN
  • CLEAR WINNER (AND FACULTY/STAFF FAVORITE) The
    premier program for shaping innovative leaders
    who will create, redefine and build cutting edge
    products, markets and organizations

22
Best Practices the results
  • A new mission statement
  • The mission of the MIT Sloan School of
    Management is to develop principled, innovative
    leaders who improve the world and to generate
    ideas that advance management practice.
  • A marketing function was created to ensure
    consistent messages come out of the School
  • Messages will differentiate Sloan from its
    competitors

23
Best Practices the differentiators
  • With Sloans vision defined, differentiators
    became clear
  • Sloan specializes in teaching skills to innovate
  • Sloan offers cross-disciplinary learning
    opportunities that play to MITs
    strengthsengineering, technology, innovation
  • Sloan exposes students to cutting edge faculty
    research
  • Sloans Career Development Office will specialize
    in relationships with innovative companies

24
Best Practices the materials

Sloan Case Statement Cover
The Chronicle of Higher Education The New MBA
25
Best Practices the materials

Sloan Viewbook Page
26
Best Practices Office of the Arts
Mary Haller, Director
27
Arts at MIT Positioning
  • Position the arts at MIT, not just the Office of
    the Arts
  • Whats special about the arts at MIT?
  • They are flourishing in an Institute focused on
    science and technology
  • The variety and excellence of MITs arts
    offerings
  • Innovative emphasis on hands-on creativity and
    invention extends from sciences/engineering to
    the arts
  • The people that make up MITs arts community

28
The Arts at MIT People
29
Arts at MIT Positioning continued
  • An indicator of the way that MIT has changed
    contrast with image of the old MIT
  • An integral part of MITs curriculum and
    community
  • An appealing feature for prospective students,
    faculty, staff, and visitors

30
Arts at MIT Audiences
  • Prospective students
  • MIT community students, faculty, staff
  • MIT alumni
  • Boston/Cambridge Community
  • General public/press
  • Donors/donor prospects

31
Office of the Arts Audience Needs
  • Prospective students
  • Can I play my trumpet at MIT?
  • MIT community/alumni
  • What arts programs/events does MIT offer?
  • Boston/Cambridge community
  • What arts programs/events does MIT offer?
  • How do I get to Killian Hall?
  • General public/press/donors
  • Arts? At MIT???

32
Office of the Arts Purpose of Communications
  • Raise awareness
  • MIT is not only about science and engineering
  • High caliber of arts programs and events
  • Multi-talented, multi-dimensional people
  • Participate at all levels
  • Communicate value
  • MIT is more than a specialized technical school
    for attending students the arts are valued here
  • MIT offers an exciting, interesting, rich
    environment in which to study, teach and work

33
Office of the Arts Purpose of Communications
continued
  • Value to the Cambridge/Boston communitymost
    events are free and open to the public
  • Stimulate action
  • Apply to MIT
  • Enroll at MIT
  • Once you are here, participate in the arts be
    part of this fascinating community
  • Attend MIT arts events
  • Give to MITs arts programs

34
Office of the Arts Messages
  • MIT students are Renaissance kidstalented and
    interested in science/technology as well as
    arts/humanities creative
  • I came to MIT for engineering and I found the
    arts
  • Dont leave your trumpet at homeyou can use it
    here.

35
Integrated Communications
Website
36
Arts at MIT Brochure

Brochure
37
Integrated Communications
Calendar
38
Integrated Communications
Direct Mail Card
Preview Weekend Card
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