INDIANA CENTER FOR BIOLOGICAL MICROSCOPY (ICBM) MARKETING PLANPresented by:

Hoa Vo

Siva Vadlamannati

Nikhil Singh

AGENDA Overview

Scope of project

Project goal

Methodology

Key Finding

Deliverables

Key Next steps

ABOUT ICBM World-class center for biomedical microscopy

Founded in 1996, under grant by NIH and the Lilly Endowment

70+ NIH supported IU Researchers and many other investigators from Indiana life science community

Data has appeared in 235+ publications

State-of-the-art imaging equipment and great facility staff services (consultation, training, experimental assistance)

PROJECT OVERVIEW Key questions:

Why revenue is declining? What can we do to serve more than just

department researchers? What can we do to capture the growing trend of

research grants for Indiana Life Science community?

Key challenges: Lack of marketing capability and resources Current cost structure and threat of rising cost How do we act within current grant resources

ICBM – MBA Kelley joint-project to help identify root cause for revenue decline and find opportunities, from that, develop Marketing Strategy to drive ICBM growth

ICBM – MBA Kelley joint-project to help identify root cause for revenue decline and find opportunities, from that, develop Marketing Strategy to drive ICBM growth

PROJECT SCOPE

Identify different user groups and select target groups

Understand what are really important to targeted customer groups

Redefine current ICBM brand equity and product offering

Recommend a marketing strategy to drive growth in usage and revenue

SITUATION ANALYSIS

Declining revenues and usage have led to low profitability

METHODOLOGY Surveys

New User survey and current user survey Focus Group

Based on current users Comparative study

Caltech – Biomedical Imaging Center Vanderbilt University – VUIIS Pittsburgh – Center for Biological Imaging Stanford University – Cell Science Imaging

Facility UC Berkeley – Biological Imaging Facility

Synthesizing research on marketing Seven week timeframe

KEY FINDINGS – CURRENT USER

Current customer base represents good experience spectrum

Need different marketing message

Need different level of support and service

Good loyalty Scope for improvement Need to identify why

customers moved Incentives to repeat Rewards for loyalty

KEY FINDINGS – CURRENT USER

Allow user to specify their needs and tell them about the offering that will meet their needs

Have support staff for quality service. Internship Make facility cost competitive

KEY FINDINGS – NEW USER

Need to create awareness

Find customer segment who are not aware

Big potential

Identify ambassadors Referral program Group Discounts

DELIVERABLE Final recommendation proposal package will

include: Customer analysis Competitive analysis Strategic targeted user groups – short term vs.

long term Reframed value proposition for the targeted

segment Change in product offering, scope of services Change in price mix Communication plan

Message Key channels

Promotion plan / Direct marketing campaigns Overall 12 month plan with budget estimation

NEXT STEPS

Synthesize data from surveys

Consult with industry experts

Develop marketing strategy

Final present to ICBM

QUESTIONS?

APPENDICES

IMPLEMENTATION PLAN

Begin tours/visits to ICBMBegin tours/visits to ICBM

Customer Outreach (continuing)Customer Outreach (continuing)

Now (Feb 2012)Now (Feb 2012) May 2012May 2012 Aug 2012Aug 2012 Nov 2012Nov 2012 Feb 2013Feb 2013

Complete SurveyComplete Survey

Website RedesignWebsite Redesign

Feeback SessionsFeeback Sessions

Seminars/Courses (continuing)Seminars/Courses (continuing)

Data CollectionPhaseData CollectionPhase

Implementation:EducationImplementation:Education

Implementation:RedesignImplementation:Redesign

Implementation: EngagementImplementation: Engagement

Implementation:Feedback LoopImplementation:Feedback Loop