Marketing and Communications We're all in this ... - Cincinnati State
Marketing and Communications We're all in this ... - Cincinnati State
Marketing and Communications We're all in this ... - Cincinnati State
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<strong>Market<strong>in</strong>g</strong> <strong>and</strong> <strong>Communications</strong><br />
We’re <strong>all</strong> <strong>in</strong> <strong>this</strong> together!
Welcome!<br />
And thank you.
We’re <strong>all</strong> <strong>in</strong> <strong>this</strong> together!
My C<strong>State</strong>. Your C<strong>State</strong>.
We welcome your feedback.
Who we are <strong>and</strong><br />
what we do...
JEAN MANNING<br />
Vice President,<br />
<strong>Market<strong>in</strong>g</strong> <strong>and</strong><br />
<strong>Communications</strong>
SUSIE BRADLEY<br />
Publish<strong>in</strong>g Production<br />
Specialist
CINDY BRUESTLE<br />
<strong>Communications</strong><br />
Coord<strong>in</strong>ator<br />
Br<strong>and</strong>/Web/Publications
ALYSSA ROLL<br />
<strong>Market<strong>in</strong>g</strong> & Comm<br />
Co-op
LOIS TIERNAN<br />
Executive Assistant
BOB WHITE<br />
<strong>Communications</strong><br />
Coord<strong>in</strong>ator<br />
Media Relations
Did you know?
Our department is responsible for<br />
<strong>all</strong> of the messages<br />
conveyed about C<strong>in</strong>c<strong>in</strong>nati <strong>State</strong><br />
to <strong>all</strong> of our stakeholders.
The public.
The Board of Regents<br />
& The Board of Trustees.
The media.
The news media.
Social media.
College faculty <strong>and</strong> staff.
Current <strong>and</strong> future students.
Alumni.
High school guidance counselors.
Area bus<strong>in</strong>esses.
Our goals<br />
<strong>and</strong> objectives:
<strong>Market<strong>in</strong>g</strong> <strong>and</strong> advertis<strong>in</strong>g<br />
to ga<strong>in</strong> new students is important,<br />
but that’s not <strong>all</strong> we do.<br />
<strong>Market<strong>in</strong>g</strong> serves so many purposes!
External <strong>and</strong> <strong>in</strong>ternal<br />
market<strong>in</strong>g <strong>and</strong><br />
communications.
External market<strong>in</strong>g & communication<br />
• Support <strong>in</strong>creased dual enrollment<br />
<strong>and</strong> distance learn<strong>in</strong>g efforts<br />
• Market to non-traditional groups<br />
• Market <strong>in</strong> new demographic areas
External market<strong>in</strong>g & communication<br />
• Increase visibility <strong>and</strong> sales of the College’s<br />
revenue centers, like:<br />
– Midwest Cul<strong>in</strong>ary Institute<br />
– Center for Innovative Technologies<br />
– Workforce Development Center<br />
– Harrison Airport<br />
– M<strong>all</strong>ory Learn<strong>in</strong>g Center
External market<strong>in</strong>g & communication<br />
• Support <strong>in</strong>creased fundrais<strong>in</strong>g by rais<strong>in</strong>g level<br />
of awareness with<strong>in</strong> our community<br />
• Support our cont<strong>in</strong>ued enrollment growth<br />
– Between 2-5% per year<br />
• Create <strong>and</strong> implement market<strong>in</strong>g plans for new<br />
<strong>in</strong>itiatives, such as Middletown campus
Internal market<strong>in</strong>g & communication<br />
• Communicate more effectively with <strong>all</strong><br />
C<strong>in</strong>c<strong>in</strong>nati <strong>State</strong> students, employees,<br />
adm<strong>in</strong>istrators, faculty, <strong>and</strong> staff
Internal market<strong>in</strong>g & communication<br />
• Consolidate current web communication<br />
<strong>in</strong>to two ma<strong>in</strong> platforms:<br />
– One that will communicate primarily to<br />
exist<strong>in</strong>g faculty, staff, <strong>and</strong> students<br />
– One that will target prospective students,<br />
community, <strong>and</strong> outside stakeholders
Internal market<strong>in</strong>g & communication<br />
• Increase faculty <strong>and</strong> staff <strong>in</strong>volvement <strong>in</strong> C<strong>in</strong>c<strong>in</strong>nati<br />
<strong>State</strong>’s market<strong>in</strong>g campaigns by <strong>in</strong>volv<strong>in</strong>g <strong>in</strong>terested<br />
parties throughout the College <strong>in</strong> a <strong>Market<strong>in</strong>g</strong> <strong>and</strong><br />
<strong>Communications</strong> advisory council, beg<strong>in</strong>n<strong>in</strong>g <strong>in</strong><br />
February 2011
How we<br />
communicate…
Through advertis<strong>in</strong>g we create.
Through press releases we write.
Through billboards we design.
Through radio spots we produce.
Through the Daily News we send.
Through the <strong>in</strong>ternal items<br />
we communicate.
Through the websites we ma<strong>in</strong>ta<strong>in</strong>.
Through the publications<br />
we create <strong>and</strong> pr<strong>in</strong>t.
Through the creation<br />
of various other market<strong>in</strong>g materials.
Who do we serve?
The entire C<strong>in</strong>c<strong>in</strong>nati <strong>State</strong> community!<br />
• Academic Affairs<br />
• Athletics<br />
• Auxiliary Sites<br />
• Bus<strong>in</strong>ess Technologies<br />
• Center for Innovative Technologies<br />
• C<strong>in</strong>c<strong>in</strong>nati West Airport<br />
• College Access Programs<br />
• Distance Learn<strong>in</strong>g<br />
• Enrollment <strong>and</strong> Student Development<br />
• Environmental <strong>and</strong> Public Safety<br />
• Executive Vice President’s Office<br />
• F<strong>in</strong>ance<br />
• F<strong>in</strong>ancial Aid<br />
• Health <strong>and</strong> Public Safety<br />
• Human Resources<br />
• Humanities <strong>and</strong> Sciences<br />
• Information Technology<br />
• Institutional Advancement<br />
• Institutional Research <strong>and</strong> Effectiveness<br />
• Johnnie Mae Berry Library<br />
• Midwest Cul<strong>in</strong>ary Institute<br />
• Office of Admission<br />
• Physical Facilities<br />
• President's Office<br />
• Registrar’s Office<br />
• Strategic Initiatives <strong>and</strong><br />
Entrepreneurial Development<br />
• The Summit Restaurant<br />
• William M<strong>all</strong>ory Early Learn<strong>in</strong>g Center<br />
• Workforce Development Center<br />
• <strong>and</strong> more!
…as well as related outside entities.<br />
• Accredit<strong>in</strong>g Bodies<br />
• Associated Organizations<br />
• Board of Regents<br />
• Board of Trustees<br />
• Community Partners<br />
• Donors<br />
• Foundations<br />
• Friends of the College<br />
• Government Officials<br />
• Media<br />
• Special Event Affiliates<br />
• Sponsors<br />
• <strong>State</strong> Agencies<br />
• Vendors
What can we<br />
do for you?
With thorough annual strategic plann<strong>in</strong>g<br />
<strong>and</strong> the right <strong>in</strong>formation<br />
<strong>and</strong> time schedule<br />
there’s so much we can do for you!
PRINT PUBLICATIONS<br />
Brochures, flyers, booklets, postcards, <strong>and</strong> more.
MEDIA<br />
Pr<strong>in</strong>t media, social media, blogs, television, radio.
PHOTOGRAPHY<br />
Special events, everyday occurrences, student <strong>and</strong> employee accomplishments.<br />
If we’re not available, we’ll loan you a camera or video camera.
ADVERTISING<br />
Paid placements <strong>in</strong> pr<strong>in</strong>t, radio, television, paid search, <strong>and</strong> onl<strong>in</strong>e ads.
DIGITAL MEDIA<br />
Websites, onl<strong>in</strong>e activity, search eng<strong>in</strong>es, custom email, social media.
LOGO USAGE<br />
Br<strong>and</strong>ed items, partnerships, organizations, or any other use.
APPAREL & LOGO ITEMS<br />
Shirts, uniforms, accessories, giveaways, <strong>and</strong> more.
That’s a lot!<br />
How will we make your<br />
experience with us run<br />
smoother, faster, <strong>and</strong> better?
A logical process…<br />
• It starts here:<br />
Departmental Strategic Annual Plan<br />
– Needs assessment with each department to determ<strong>in</strong>e:<br />
Advertis<strong>in</strong>g, communication, digital media, events, logo usage,<br />
market<strong>in</strong>g <strong>and</strong> promotion, media relations, photography, projects,<br />
promotional items, publications, social media, strategic plann<strong>in</strong>g,<br />
video, web/onl<strong>in</strong>e, writ<strong>in</strong>g <strong>and</strong> edit<strong>in</strong>g
A logical process…<br />
If your department or organization or program<br />
will need market<strong>in</strong>g materials <strong>and</strong>/or assistance<br />
<strong>in</strong> any way, shape, or form dur<strong>in</strong>g the fiscal year,<br />
then you need to sign up for a needs assessment.
A logical process…<br />
We will give you a plann<strong>in</strong>g matrix to map out details,<br />
<strong>and</strong> together we will chart your plan for the year.
A logical process…<br />
We know th<strong>in</strong>gs do come up,<br />
<strong>and</strong> we will build <strong>in</strong> cont<strong>in</strong>gencies.<br />
But we want <strong>all</strong> of the regular th<strong>in</strong>gs on our<br />
calendar so we can assist proactively.
A logical process…<br />
To work proactively, we will schedule a<br />
quarterly review with each department.<br />
We will use that opportunity to look ahead at<br />
the department’s projected needs, <strong>and</strong> create<br />
a timel<strong>in</strong>e for the upcom<strong>in</strong>g quarter.
A streaml<strong>in</strong>ed tactic…<br />
• Project Proposal Process<br />
– Beg<strong>in</strong>s with the Project Request eForm<br />
or Bus<strong>in</strong>ess Card Request eForm
A streaml<strong>in</strong>ed tactic…<br />
Once you have sent the request,<br />
your project adm<strong>in</strong>istrator will<br />
contact you with<strong>in</strong> 72 hours<br />
to develop a project proposal.
A consistent approach…<br />
Dr. Owens, along with our office, is look<strong>in</strong>g at how a number of<br />
communication practices are governed. We are creat<strong>in</strong>g policies for:<br />
• Media Relations<br />
• Social Media<br />
• Endorsements<br />
• Doma<strong>in</strong> Names<br />
• Websites<br />
• Logo Usage<br />
• Licens<strong>in</strong>g<br />
• Text Messag<strong>in</strong>g<br />
Once these details are determ<strong>in</strong>ed, new policies will<br />
be shared with you by the head of your department.
Endorsement Policy<br />
• The policy:<br />
– Vendors often seek to use the College’s name <strong>in</strong> their<br />
advertis<strong>in</strong>g <strong>and</strong> promotion.<br />
– May offer <strong>in</strong>centives/discounts if we participate.<br />
– Endorsements must be evaluated carefully to determ<strong>in</strong>e<br />
whether participation is <strong>in</strong> the College’s best <strong>in</strong>terest.
Endorsement Policy<br />
• The procedure:<br />
– Forward opportunity to the Vice President,<br />
<strong>Market<strong>in</strong>g</strong> & <strong>Communications</strong><br />
– VP will present to Executive Team to carefully<br />
consider each request
Logo Usage/Licens<strong>in</strong>g Policy<br />
• The policy:<br />
– C<strong>in</strong>c<strong>in</strong>nati <strong>State</strong> implements a trademark licens<strong>in</strong>g program<br />
– The College name <strong>and</strong> logo are protected items<br />
– Appropriate usage is essential
Logo Usage/Licens<strong>in</strong>g Policy<br />
• The procedure:<br />
– Any use of logo must go through<br />
<strong>Market<strong>in</strong>g</strong> <strong>and</strong> <strong>Communications</strong><br />
– Initiate request us<strong>in</strong>g eForm<br />
– Don’t put vendors <strong>in</strong> jeopardy!
Media Relations Policy<br />
• The policy:<br />
– <strong>Market<strong>in</strong>g</strong> <strong>and</strong> <strong>Communications</strong> Department is<br />
the College media spokesperson
Media Relations Policy<br />
• The procedure:<br />
– Refer media <strong>in</strong>quiries to <strong>Market<strong>in</strong>g</strong> <strong>and</strong> <strong>Communications</strong><br />
– Notify <strong>Market<strong>in</strong>g</strong> <strong>and</strong> <strong>Communications</strong> about occurrences<br />
that have the potential to rise to the level of a news story<br />
– Let <strong>Market<strong>in</strong>g</strong> <strong>and</strong> <strong>Communications</strong> know about your<br />
potential news items!
Social Media Policy<br />
• The policy:<br />
– “Official” College pages must be developed <strong>in</strong> cooperation<br />
with <strong>Market<strong>in</strong>g</strong> <strong>and</strong> <strong>Communications</strong> Department<br />
– Classroom use is not considered an official College presence<br />
– Personal posts referenc<strong>in</strong>g C<strong>in</strong>c<strong>in</strong>nati <strong>State</strong> must clearly state<br />
that they do not represent the College’s position
Social Media Policy<br />
• The procedure:<br />
– To use the College’s primary social media, submit a request via<br />
eForm<br />
– When creat<strong>in</strong>g an “official” College page, first contact<br />
<strong>Market<strong>in</strong>g</strong> <strong>and</strong> <strong>Communications</strong><br />
– Make a delegate from <strong>Market<strong>in</strong>g</strong> <strong>and</strong> <strong>Communications</strong> a<br />
“manager” of any official presence
Text Message Policy<br />
• The policy:<br />
– Text messag<strong>in</strong>g to students, faculty, <strong>and</strong> staff is available for<br />
emergency <strong>and</strong> other time-sensitive messages
Text Message Policy<br />
• The procedure:<br />
– Send an eForm request to <strong>Market<strong>in</strong>g</strong> <strong>and</strong> <strong>Communications</strong> if<br />
you have a message you feel would be appropriate to send via<br />
text
THE END RESULT:<br />
We are better able to serve you <strong>in</strong> a more<br />
cost effective <strong>and</strong> creative manner.
Your message will be delivered<br />
better, quicker, <strong>and</strong> with more impact.<br />
You will get a better result.
What else are we<br />
plann<strong>in</strong>g?
We’re tak<strong>in</strong>g a look at <strong>all</strong> of our<br />
market<strong>in</strong>g <strong>and</strong> communication,<br />
<strong>and</strong> approach<strong>in</strong>g everyth<strong>in</strong>g<br />
with a fresh set of eyes.
Our first endeavor:<br />
DAILY NEWS
Com<strong>in</strong>g up:<br />
ONLINE APPAREL ORDERS
And some re<strong>all</strong>y<br />
EXCITING EVENTS!
3/31/11<br />
OPENING DAY PARADE<br />
Complete with a large video display, cars, trucks,<br />
m<strong>in</strong>iature cars, students, faculty, staff, alumni, <strong>and</strong> more!
5/1/11<br />
CINCINNATI STATE DAY<br />
AT THE REDS GAME<br />
Plan to attend, Sunday May 1! Help us sell 1,000 tickets so Dr. Owens<br />
can throw out the first pitch <strong>and</strong> C<strong>in</strong>c<strong>in</strong>nati <strong>State</strong> featured on the jumbotron!
5/12/11 – 5/14/11<br />
INAUGURATION<br />
Featur<strong>in</strong>g a Bus<strong>in</strong>ess Leaders Breakfast, Harrison Meet-<strong>and</strong>-Greet,<br />
Inauguration <strong>and</strong> Reception, C<strong>in</strong>c<strong>in</strong>nati <strong>State</strong> Day <strong>and</strong> a Scholarship D<strong>in</strong>ner Dance.
6/23/11<br />
COMMENCEMENT
And that’s not <strong>all</strong>. In fact,<br />
we’re revis<strong>in</strong>g, ramp<strong>in</strong>g up, <strong>and</strong> kick<strong>in</strong>g off<br />
a whole lot of new market<strong>in</strong>g<br />
<strong>and</strong> communication <strong>in</strong>itiatives.
Includ<strong>in</strong>g…<br />
• <strong>Market<strong>in</strong>g</strong> Strategies<br />
• Campaigns<br />
• <strong>Communications</strong><br />
• Brochures<br />
• Videos<br />
• Banners<br />
• Radio<br />
• Intranet<br />
• Websites<br />
• Events
And, we need<br />
your help!
Our employees are one of our<br />
most valuable assets.<br />
We can’t do <strong>this</strong> without you!
<strong>Market<strong>in</strong>g</strong> Strategy Council<br />
• Be part of the process!<br />
Please jo<strong>in</strong> our <strong>Market<strong>in</strong>g</strong> Strategy Council –<br />
just 4 hours of your time.<br />
– 1 meet<strong>in</strong>g <strong>in</strong> February<br />
2-28-11, 1:30-2:30, The Po<strong>in</strong>t<br />
– 2 meet<strong>in</strong>gs <strong>in</strong> March<br />
– 1 meet<strong>in</strong>g <strong>in</strong> April<br />
• Email Lois Tiernan if <strong>in</strong>terested!
INVITATIONS TO SCHOOL EVENTS<br />
Help Dr. Owens send fewer emails to<br />
<strong>all</strong> of us!
How you can help…<br />
• Invite your contacts to College events<br />
• Share College news with your networks<br />
• You are a C<strong>in</strong>c<strong>in</strong>nati <strong>State</strong> ambassador!
Remember…<br />
We’re <strong>all</strong> <strong>in</strong> <strong>this</strong> together!
None of us on our own are<br />
as strong as <strong>all</strong> of us are<br />
together.
JOIN IN THE FUN!
We appreciate<br />
your feedback.
Feedback. Questions? Suggestions!
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