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University of Colorado: Integrated Marketing Communications Update

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Chair an Issues Management Team that meets monthly ... Monthly meetings of key personnel across the ... Twice a year. Measure progress of reaching key goals ... – PowerPoint PPT presentation

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Title: University of Colorado: Integrated Marketing Communications Update


1
University of Colorado Integrated Marketing
Communications Update
  • August 3, 2006

2
Discussion Outline
  • Review communications analysis and
    recommendations
  • Progress update on communications goals
  • Executive Director of University Communication
    initial activities
  • Review first draft of the CU System Integrated
    Marketing Communications Plan
  • Next steps

3
Communications Analysis
  • Goal
  • To design and implement a state-of-the-art and
    effective communications effort across the CU
    System to focus on its strong success story.
  • Objectives
  • 1) Develop a communications structure that is
    comprehensive, system-wide, employs best
    practices, is research-based and holds people
    accountable. Also, build open, accountable and
    transparent communications.

4
Communications Analysis
  • Objectives, cont.
  • 2) Implement a CU System-wide Integrated
    Marketing Communications Plan, while guiding key
    divisions and campuses toward campus- and
    unit-based communications plans.
  • 3) Partner with a research firm to conduct
    extensive qualitative and quantitative research
    with key audiences.

5
Communications Analysis
  • Objectives, cont.
  • 4) Develop a communication system, to become
    part of the Board Operating Manual, for effective
    communications among Regents and their respective
    publics.
  • 5) Deliver a semi-annual Communications
    Effectiveness Report for Regents.

6
SimpsonScarborough Recommendations
  • Embrace a goal of becoming higher educations
    most effective communications/ marketing model,
    one that is open, accountable and accessible
  • Set specific and measurable communications goals
  • Employ communications best practices and new
    technology

7
SimpsonScarborough Recommendations
  • Coordinate and streamline internal and external
    communications
  • Create the position of Executive Director of
    University Communication that reports to the
    President, coordinates internal and external
    communications with dotted-line reports from
    campus communications directors.

8
SimpsonScarborough Recommendations
  • EDUC key tasks first six to nine months
  • Co-chair, with President, the CU Senior Marketing
    Team
  • Chair the CU Marketing Communications Team
  • Develop an IMC plan for the System and individual
    campuses
  • Chair an Issues Management Team that meets
    monthly
  • Rebuild in-state media relationships and outreach
    efforts, focusing on being open, accountable and
    accessible

9
SimpsonScarborough Recommendations
  • EDUC key tasks cont.
  • Implement an in-state and national media effort
    focusing on efforts to move CU forward
  • Work with all campuses to continue to strengthen
    media outreach
  • Work with Regents and Board staff to systematize
    communications

10
Status
  • 1) EDUC preliminary activities
  • One-on-one meetings with
  • Regents
  • Senior staff of the system and Boulder
  • Chancellors
  • Athletics Director, Chief Counsel, Alumni,
    Foundation
  • Communications leaders throughout the system
  • Media statewide
  • National associations

11
Status
  • 2) Created the CU System-wide Marketing
    Communications Team
  • 60 members from all campuses, Athletics, Alumni
    and the Foundation
  • Three meetings January, April and July -- with
    goals of
  • Sharing all research findings
  • Using like-minded global messages
  • Sharing resources
  • Design, implementation and evaluation of a
    system-wide Integrated Marketing Plan
  • Coordinating communications throughout the system
  • Meeting regularly henceforth

12
Status
  • July meeting Draft one of the IMC Plan
  • 1) Goals Enhance the image and reputation of CU
    in the eyes of key audiences
  • 2) Key audiences
  • Faculty, staff and students
  • Prospective students
  • Donors, alumni and parents
  • Elected officials (local, statewide, federal)
  • Business and opinion leaders
  • Higher education nationally
  • 3) Synthesize research findings into messages

13
Status
  • 4) DRAFT positioning statements
  • Preferred locations (Boulder, Denver, Colorado
    Springs/quality of life in Colorado)
  • Strong academic quality Nobel laureates
  • Excellent value
  • Outstanding health sciences
  • Successful alumni
  • 5) Strategies and tactics, by audience TBD
  • 6) Evaluation TBD

14
Status
  • Issues Management Team
  • Monthly meetings of key personnel across the
    system (chief campus communications person,
    chancellors chiefs of staff, athletics, alumni,
    Foundation) to share information on good news and
    anticipate potential bad news.

15
Status
  • Communication Needs and Services Team
  • Examine communication activities across the
    system to determine areas for coordination and
    resource sharing that will be of value to the
    campuses.

16
Status
  • Enhanced Board communications
  • Interviews with individual Regents to assess
    current communications.
  • Report to chair on findings.
  • Develop communication policy, to be part of Board
    Operating Manual, for effective Regents
    communication.
  • Coordinate activities with Regents Office.

17
Status
  • Board reporting
  • Twice a year
  • Measure progress of reaching key goals

18
Next Steps
  • Convene the Senior Marketing Team
  • Complete and implement system IMC Plan
  • Begin working with campuses, Athletics, Alumni
    and Foundation on IMC Plans
  • Strengthen media relationships
  • Presidents outreach effort statewide and
    nationally
  • Issues Management and Needs/Services Teams
  • Complete Regents Communication Plan
  • Report to Board in November

19
University of Colorado Integrated Marketing
Communications Update
  • August 3, 2006
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