case district ii conference 2011: synergy, enthusiasm, and a great opening line are the keys to a...

CASE 2011Synergy, Enthusiasm, and a Great Opening Line are the Keys to a Successful Integrated Plan

Josanne DeNatale, Vice President & Co-founder Cognitive Marketing

Paul Redfern, Director of Web Communications & Marketing, Gettysburg College

February 2011

Agenda

• Introductions• Discussion• Expectations• Discussion• Gettysburg College CASE Study• Discussion• Cognitive Marketing CASE Study• Discussion

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Questions, Comments, Discussion

http://www.facebook.com/CognitiveMarketing

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What is marketing?

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What is marketing?

• A process (on-going; continuous)• Based upon a solid foundation of research

-customer, competition, external and internal environments

• Integrated• 4 key components – the 4 Ps

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4 P’s of Marketing

• Product– the “What” that we market– a service, an idea, an experience, relationships

knowledge (curriculum, co-curricular)• Price

– of our product - what are our customers willing to pay?

• Place (Distribution)– where does the exchange take place?– what does the place offer?– how is the product delivered?

• Promotion– communicating with the customer about → product,

price, place

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To make Social Media work, you must have a brand message to share, you must galvanize the whole campus community, and you must find synergy between each separate key initiative.

• What is the college brand?• What are the objectives to your integrated

marketing plan?• What are your key messages?• What are your methods?• How will you measure success?

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Gettysburg College

• Garthwait Leadership CenterThe GLC provides students and alumni with knowledge, experiences, and resources to be active leaders in the 21st century.

• Gettysburg College Mission StatementGettysburg College, a national, residential, undergraduate college committed to a liberal education, prepares students to be active leaders and participants in a changing world. 

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Garthwait Leadership Center

• Endowed with a $1,000,000 gift Spring 2010

• Collaborative group developed the marketing plan

• Brand for the GLC

• Visual identity

• Communications plan

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Volunteer Leadership Summit

The Volunteer Leadership Summit will gather the College’s key volunteers for a special opportunity to connect with other volunteers, celebrate the great work accomplished since the Commission on the Future, and meet with College leaders to picture and shape what lies ahead for Gettysburg College.

• Visual identity• Concept• Collaborative group/President/Senior

Leaders/Committee

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Key Points

Paul will provide an insider’s perspective and show how to bring together colleagues from across campus

• Collaborative both inside and outside your team

• Senior Leadership involvement

• Don’t be afraid to fail

• Have to be involved in all 4 P’s

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Brand Strategy & True Integration

• Consistent portrayal of the school experience– Every personal and non-personal touch point

• The Fifth P: People• Collaborative review and idea generation

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Making it work in ANY institution

• Facile social media users who will lunch with campus curmudgeons

• Senior leadership who will just let go • A confident campus

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Case Study – St.Thomas University (STU)

• Brand strategy for the overall institution.• Integrated marketing plan to boost student

recruitment/awareness building for U.S. market. • Because STU was virtually unknown, needed to

promote across multi-channels.• Tactics included traditional print, electronic (email

and digital publications) online banner ads, social media, online recruitment sites, and ad words.

• Coordinated efforts are tracked as part of monthly editorial schedule. Media results and online traffic reported in monthly dashboard report.

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“Gain perspective”

• It has universal applicability both within and beyond Canada because it speaks, first and foremost, to the inherent promise of the liberal education St. Thomas University delivers.– For the U.S. and other international markets, this signature also speaks

directly to the advantage of study outside one’s home country.– In Canada, it speaks directly to the advantage of studying in a place

“away.”– In New Brunswick, it works to describe a compelling alternative to UNB and

others. • It is not an empty claim of institutional superiority; rather, it is

a reminder of what’s important and necessary to a well-educated and effective life; it also asserts the real benefit of a STU education.

• This Signature will serve to support outreach to all constituencies of the University, including the alumni, by reminding them of the real value of what they received at STU. Its promotional power is derived from a recognizable truth about the institution; it is not hype.

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Key Messages

• STU is an extraordinary value. • STU offers a classical education, at once timeless and

relevant.• STU provides a balanced and unhurried environment in

which to strengthen the intellect and define the self. • STU is home to great books, great ideas, and great

teachers. • STU is a community of mutual respect, understanding,

and trust.

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Campaign Planning (Marketing and Media)Recruitment Schedule/Timeline

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Campaign Planning (Marketing and Media)Media Schedule

Detailed Marketing Plan24

Editorial Schedule

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Print pieces used for recruitment

Brand messaging and prompts to visit microsite are used throughout the print pieces.

Viewbook

Search Piece

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Direct Mail & Web PresenceMessaging used in direct mail and email blast program is coordinated to information postings on microsite and Facebook.

College Fair postcard and microsite posting

Community postcard and microsite posting

Value postcard and microsite posting

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Email Blasts and digital publications

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Microsite

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Banner Ads featuring pre-roll video

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Online Media/Ad Venues

Facebook pageAlloy lead generation

Zinch profile and sample campaign message

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Reporting – Monthly Dashboard

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Reporting: Email Blasts and Digital Publications

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Discussion

• Josanne DeNatale, Vice President & Co-founder Cognitive Marketingjosanned@cogmark.com

• Paul Redfern, Director of Web Communications & Marketing, Gettysburg Collegepredfern@gettysburg.edu

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