Marketing and Communicating “the Kellogg Way”

Discussion with Department Assistants

September 21, 2011

What Brought Us Here

Margaret Douglas ’95

“My interest in building a brand I truly believe in combined with Kellogg School’s desire to grow

brand, web and new media.”

Eric Fridman ’97

“My desire to build a professional marketing organization supporting

Kellogg’s Executive Education and Executive

MBA programs.”

Megan Washburn NU ’03

“Kellogg is a PR person’s dream—there are

countless opportunities to share great stories with

the world.”

Responsibilities and Functions

Plan

Create

Communicate

Eric FridmanMarketing

Margaret DouglasCreative Services

Meg WashburnCommunications

• Customer Insights• Marketing Strategies• Impact Measurement

• Project Management• Design• Content• Web

• Internal and External Communications• Strategic Messaging and Positioning• Media Relations

MarComm Mission

Marketing and Communicating “the Kellogg Way” – being able to know and clearly articulate what Kellogg is, stands for and does each day; the unique value that Kellogg brings to management education – why the world is better because Kellogg exists

• Developing the Kellogg School Brand

• Operational Excellence

• Collaborative Service

Think Bravely and Living the Brand

Marketing Planning

Key Market Insights

Objectives Strategic Initiatives Tactics Calendar Budgets

• Full-time MBA• Part-Time MBA• Executive MBA• Executive Education

Presenting Your Department

• Templates for– Email– Word– PPT– Name Tags

• Any feedback?

Brand Standards

Web Support KelloggWebSupport@kellogg.northwestern.edu

Communications Support

• Manage media requests• Support message development• Provide guidance on institutional positioning

Social Media Support• Guidelines• Event promotion• Kellogg School accounts

• Twitter• Facebook• LinkedIn• YouTube

• “Hot Content” Emails

Where to Start?