MARKETING PLAN – 2013

Marketing Plan

Overview

MARKETING PLAN – 2013

• to develop an energized plan in order to increase understanding, awareness, engagement with our customers and within Wiley

• unify and align WFN across all audiences - developing a concept and plan of action that would achieve high impact and recognition *A holistic perspective

• evaluation of current mission, vision and values

Purpose

•create a rebranding, repositioning strategy and marketing plan in order to:

• reestablish ourselves with customers and colleagues

• modernize our brand,

• increase brand understanding and awareness,

• increase brand engagement

• to effectively launch and communicate our revitalized brand message

•create an efficient way of communicating within our team now and going forward

Goal

•Update Look and Feel of WFN Brand

•Update Branding and Guidelines

•Update programs and services to reflect changes

•Create a timeline with a PLAN OF ACTION that includes executables, that has WFN team

weigh-in and buy-in

Action

MARKETING PLAN – 2013

BRAND REJUVENATION

Brand Audit

Results from Audit

Mission, Vision

Values, Attributes

Strategies

Brand Purpose

MARKETING PLAN – 2013

• Team Meetings

• Data from events

• Observation of WFN

awareness

• SWOT Analysis

• Team feedback

BRAND REJUVENATION

Brand Audit

Results from Audit

Mission, Vision

Values, Attributes

Strategies

Brand Purpose

MARKETING PLAN – 2013

• Who we are

• What we do

• Our values and

characteristics

• What sets us apart

BRAND REJUVENATION

Brand Audit

Results from Audit

Mission, Vision

Values, Attributes

Strategies

Brand Purpose

MARKETING PLAN – 2013

“BRINGING EVERYTHING TOGETHER” - FULL CIRCLE PERSPECTIVE, ALIGNMENT,

EVOLVEMENT, GROWTH

• Taking our customers out of silos and creating one “pool”

• Eliminating the “disconnects” between cross-Wiley teams

and functions – WFN as the bridge

BRAND REJUVENATION

Brand Audit

Results from Audit

Mission, Vision

Values, Attributes

Strategies

Brand Purpose

A customer

experience with a

holistic approach

MARKETING PLAN – 2013

“BRINGING EVERYTHING TOGETHER”

• Capitalizing, utilizing the features

we already have…

• but integrating them in a more

seamless, complete manner in

order to provide our customers

with the ultimate Wiley Faculty

Network Experience.

• Our competitive advantage:

• ENGAGEMENT and

• CUSTOMER SERVICE

A customer experience with a holistic approach

MARKETING PLAN – 2013

MISSION:

VISION:

• Anticipating ways we can best inspire and serve educators who are dedicated to their professional development and drive for student success in a collaborative, academic environment

• Anticipating ways we can best inspire and serve educators who are dedicated to their professional development and drive for student success while looking to the future of education

• Continue to build a network of educators, thought leaders and teaching innovators that cultivate an active learning experience in the exchange of building, testing and applying knowledge

BRAND REJUVENATION

Brand Audit

Results from Audit

Mission, Vision

Values, Attributes

Strategies

Brand Purpose

MARKETING PLAN – 2013

VALUES:

• COLLECTIVE – THE HOLISTIC APPROACH TO

ENCOMPASSING ALL WILEY SERVICES

• ADVOCACY

• COMMUNICATION

• INTEGRITY

• VISIONARY

• PROFESSIONAL

• ENGAGING

• INSPIRATION

• PASSION

• DEDICATION

• ENTHUSIASM

BRAND REJUVENATION

Brand Audit

Results from Audit

Mission, Vision

Values, Attributes

Strategies

Brand Purpose

MARKETING PLAN – 2013

VALUES:

• COLLECTIVE – THE HOLISTIC APPROACH TO ENCOMPASSING ALL WILEY SERVICES

• ADVOCACY – MENTORS

– SUPPORT AND GUIDANCE

– RESOURCES AND TRAINING

– PEER-TO-PEER COMMUNITY

– AUTHORS, THOUGHT-LEADERS

• VISIONARY – LOOKING TO THE FUTURE OF EDUCATION

– OFFER SERVICES TO BEST FIT NEEDS FOR ANY TEACHING STYLE

– SUPPLY INFORMATION THAT IS RELEVANT

– INNOVATIVE ATTITUDES

• PROFESSIONAL – PROVIDE A COMMUNITY THAT CONNECTS PROFESSIONALS

– PROVIDE A PLATFORM THAT IS NON-THREATENING

– CUSTOMER SERVICE

– CONTINUING EDUCATION AND PROFESSIONAL DEVELOPMENT NEEDS THAT ARE BACKED BY CREDIBLE ORGANIZATIONS, AUTHORS, THOUGHT LEADERS AND PRACTIONERS

• ENGAGING – OFFER A NETWORK THAT ALLOWS YOU TO INTERACT WITH OTHERS

– OFFER EVENTS THAT ARE APPEALING, QUALITY, EFFECTIVE

– CUSTOMER SERVICE THAT IS PERSONAL AND ENGAGING

• DEDICATION – TO HELPING YOU DEVELOP PROFESSIONALLY

– TO PROVIDING THE UTMOST QUALITY

– TO BE THE INDUSTRY LEADER IN CUSTOMER SERVICE

– TO HELPING EDUCATORS GAIN THE TOOLS AND KNOWLEDGE THEY NEED

– TO ACADEMIC INTEGRITY

BRAND REJUVENATION

Brand Audit

Results from Audit

Mission, Vision

Values, Attributes

Strategies

Brand Purpose

MARKETING PLAN – 2013

BRAND REJUVENATION

Brand Audit

Results from Audit

Mission, Vision

Values, Attributes

Strategies

Brand Purpose

Ways to implement:

• Ultimate goal to effectively communicate with customers – for attaining, retaining – LESS IS MORE

• Strategically weaving information about our services into various communications that will drive targeted audience to explore various facets of WFN and Wiley colleagues

• Increasing the presence of Mentors on various platforms – WFN and Wiley-wide –

• to promote our most valuable resource

• remind and inform ways Wiley colleagues can implement mentors into their selling strategies, marketing development plans and successfully deliver superior customer service

• expose mentors to various mentoring opportunities

• encourage their professional development

• upholds our focus/reposition strategy of being academic re-focused

• Establishing better relationships with our Wiley colleagues

*Our Mission, Vision and Values will be the

driving force behind everything we do

MARKETING PLAN – 2013

BRAND REJUVENATION

Brand Audit

Results from Audit

Mission, Vision

Values, Attributes

Strategies

Brand Purpose

Ways to implement:

• Effective Communications

• Weaving/Integrating Information

• Increasing Mentor Involvement and Engagement

• Increasing and Improving Internal Relationships

Where to start:

• Update look and feel

• Update branding and guidelines

• Update programs and services to reflect changes

• Create a timeline with a plan of action and executables

MARKETING PLAN – 2013

Brand Audit and

Brand Purpose

WFN Brand

Rejuvenation

• (RE)FOCUS: – Academic

– Professional development

– Timely, relevant, progressive

– Community • Comprised of educators, academic

thought leaders, teaching innovators

• Positive, engaging environment in a non-threatening platform

– Mentor engagement

– Bridging the gaps to Wiley

– Customer service

• (RE)POSTION: (Our Message) – The Wiley Faculty Network

Experience

– **HOLISTIC APPROACH

NEXT STEPS…

BRAND REJUVENATION

Brand Audit

Results from Audit

Mission, Vision

Values, Attributes

Strategies

Brand Purpose

SUMMARY

MARKETING PLAN – 2013

Where are we going to communicate the

WFN Brand Rejuvenation:

• Mission, Vision and

Values

• Rebranding

• Programs & Services

• Communications

MARKETING PLAN – 2013

How are we going to

communicate the

WFN Brand

Rejuvenation:

• Mission, Vision and Values

– Update Mission Statement

– Update Vision Statement

– Finalize WFN Values

– Update the WFN Description

MARKETING PLAN – 2013

How are we going to

communicate the

WFN Brand

Rejuvenation:

• Rebranding

– Update Our Look & Feel

– Brand rejuvenation elements to

focus on:

• Modernizing

• Professional

• Engagement

– Adding these elements together to

create new look and feel:

• Certain characteristics of old WFN look

and feel

• New Wiley branding guidelines

• Implementing the Brand Rejuvenation

elements

MARKETING PLAN – 2013

Rebranding - Update Our Look & Feel

MARKETING PLAN – 2013

Rebranding - Update Our Look & Feel

MARKETING PLAN – 2013

How are we going to

communicate the

WFN Brand

Rejuvenation:

• Programs & Services – WFN Values to be implemented in

all programs and services:

• Advocacy

• Visionary

• Professional

• Engaging

• Dedication

– Online Events

– Mentor Program

MARKETING PLAN – 2013

Programs & Services

MARKETING PLAN – 2013

How are we going to

communicate the

WFN Brand

Rejuvenation:

• Communications – WFN Values to be implemented in

all programs and services:

• Advocacy

• Visionary

• Professional

• Engaging

• Dedication

– Website/blog

– Direct Marketing

– Social Media

– WFN Emails

– Promotions and Marketing Materials

– Marketing Campaigns

MARKETING PLAN – 2013

WFN Brand Rejuvenation

Next Steps…

MARKETING PLAN – 2013

How are we going to

communicate the

WFN Brand

Rejuvenation:

• Mission, Vision and Values

– Description, copy

• Rebranding

– Our Look & Feel

• Programs & Services

• Communications

– Website/blog

– Direct Marketing

– Social Media

– WFN Emails

– Promotions and Marketing Materials

– Marketing Campaigns

MARKETING PLAN – 2013

How are we going to communicate the

WFN Brand Rejuvenation: