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Integrating the New Campaign
Nick Moore - Graphic Design CoordinatorEmily Vincent - Director, University Media RelationsLin Danes - Manager, E Communications & Web
Campaign Integration• Phased in coordination of new campaign
• Targeted immediate changes
• Changes over time
• Stay with current brand standards
TaglineAug. 30 Conversion
Excellence Agenda – Internal usage
Experience for Life – External marketing
Targeted Immediate Integration
• Viewbook
• 2011 recruitment materials
• Web
• Banners
• Electronic e-mail signatures
• Current projects
Toolbox• Google analytics• E-newsletters• Usability studies• CommonSpot
support & training• Focus groups• Surveys• Research
• Media placement• Media relations• Vocus• Media monitoring• Graphic design• Photography• Video production
Graphic Design
Nick Moore
Graphic Design Coordinator
Visual presentation of tagline. Set in Garamond semi-bold and semi-bold italic.
Logo with tagline
Regional Campus Logo with tagline
Logo with college and department (signatures) with tagline.
Existing publications with “EXCELLENCE in Action” tagline at a 10 degree angle.
Existing publications with “EXCELLENCE in Action” tagline under the logo. Web address should not appear underneath the logo
For information, logo art files with the tagline contact Jody Kovolyan at 27951 or jkovoly1@kent.edu.
Public Relations
Emily Vincent
Director, University Media Relations
Introducing New Campaign
Internal Communications• Create awareness & excitement• Series of presentations to inform internal key
audiences• MATF• President’s Cabinet • Dean’s Council• Chairs and Directors• President’s Administrative Council
Introducing New Campaign
Internal Communications• Leverage internal communications vehicles• Series of articles in e-Inside
• “This is coming” teaser – create buzz & excitement• Lead story in Aug. 30 issue
• Coincides with conversion & 1st day of Fall classes• Very high readership
• Management Update• Video with President Lefton introducing
campaign
Introducing New Campaign
External Communications• Promote to media to reach general public,
parents and future students• Engage alumni• Leverage external communications vehicles
• Profiles newsletter – received by 37,000 people• Kent State Magazine
Introducing New Campaign
External Communications• Media relations
• Press announcement• Provide copies of ad, background & research info• Target local, business and higher education media• Special pitch to student media (DKS, TV2 & BSR)• Leverage celebrity • Opportunities to promote featured alumni & pitch their
local and industry-specific media
Introducing New Campaign
External Communications• Website• Electronic e-mail signature• Social media
• Facebook• Twitter• YouTube• Alumni Relation’s online community
Media Relations ToolboxMedia research capabilities
• Building media lists• Searching media by location, beat,
keywords, etc.• Identifying media contacts & outlets to target
Media Relations ToolboxMedia monitoring & analysis
• In The News• Audience size• Publicity value
Media RelationsHome Page Success Stories
• Story submissions to e-Inside
• Showcase achievements & successes
• Receive great visibility
• Require great visuals
Website
Lin Danes
Manager, E Communications & Web
WebsiteAug. 30 targeted immediate integration:
• Swap out tagline on Kent.edu• Approach all 3rd party vendors and
applications to update• Launch campaign microsite
Campaign MicrositeInclude links to resources such as:• Positioning/background• Commercials• Engagement component via integration
with YouTube’s additional alumni, faculty and student videos
• Downloadable versions of tagline for use in print, Web
WebsitePhase two integration:
• Sept./Oct. – Promote call for Experience for Life video submissions
• Dec. 2010 - Review website copy for Excellence in Action references; update
• As requested – Provide support to clients needing YouTube integration to showcase department/campus-specific alumni videos
• TBD - Post updated Guide to Marketing, which includes Guide to Graphic Design Standards
WebsiteSocial media usage to promote campaign
& subsequent videos
• Facebook posts
• Tweets
• Integration with YouTube’s posted videos
Webteam Toolbox• Research & Measurement
• Usability studies• Focus groups• Online surveys• Google analytics
• Websites• CommonSpot support & training• Kent.edu content (news, highlights)• Ecalendar • FlashLine
Next StepsSeptember Meeting
• Review completed commercials
• Consolidate media needs
• Identify alumni, faculty and students
Questions?
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