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MIT Key Messages: Best PracticesMay 5, 2003 Page 1
Best Practices: MIT Messages
Marsha Sanders, Provost’s OfficeMary Leen, MIT MuseumPaul Denning, Sloan SchoolMary Haller, Arts at MIT
Effective Messages Presentation, May 5, 2003
MIT Key Messages: Best PracticesMay 5, 2003 Page 2
Best Practices
MIT Leadership: Hal Abelson
MIT Museum: Mary Leen
Sloan School: Paul Denning
Arts at MIT: Mary Haller
MIT Key Messages: Best PracticesMay 5, 2003 Page 3
MIT’s Five Key Messages
MIT makes a difference in the world
MIT is leading the scientific and technological revolution
MIT works together with others—across fields, institutions, and national boundaries—to shape the future
MIT is a meritocracy: egalitarian and accessible
MIT is redefining its residential university experience and building a new sense of community
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MIT Leadership: Hal Abelson
“MIT is leading the scientific and technological revolution”
Professor Hal Abelson Co-Chair of the Council on Educational Technology (CET),
iCampus co-Director, EECS Professor, MacVicar Fellow
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Best Practices: MIT Museum
Mary Leen, Acting Director
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The MIT Museum
The MIT Museum is unique among university museums in its focus on the activities and achievements of the parent institution, particularly in the fields of science and technology.
Positioning
The museum dedicated to science and technology and their
impact on society
Introduction of hands-on, interactive experiences, and
educational programs that foster learning by doing
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The MIT Museum
The MIT Museum, working with MIT Facilities, recently completed a capital project to create a bold new entrance, façade and signage to be more visible and welcoming to the community.
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The MIT Museum: Re-positioning
A three-year campaign to re-position the museum
Museum messages support two of MIT’s key messages:
MIT is leading the scientific and technological revolution
MIT is redefining its residential university experience and building a new sense of community
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Ways we reinforce the messages
A mission statement that is related to MIT’s mission
Development of a long-range strategic plan involving the whole staff
A new graphic identity and redesign of the website: web.mit.edu/museum
Remaking the building and museum space to be a destination for the community
New ongoing exhibitions focusing on MIT innovation
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MIT Museum: Mission Statement
To document, interpret, and communicate to a diverse audience,
the activities and achievements of the Massachusetts Institute of Technology
and the worldwide impact of its innovation, particularly in the fields of science and technology; and to enhance the spirit of
community inside the Institute through the promotion of dialog both at MIT and
between the Institute and the wider world.
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MIT Museum: New Graphic Identity
Consistent look-and-feel
All stationery, public relations, and marketing materials
Website: http://web.mit.edu/museum
Re-design of the building façade and construction of a new entrance
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MIT Key Messages: Best PracticesMay 5, 2003 Page 13
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MIT Museum: New exhibits
Major ongoing exhibitions show how MIT leads the scientific and technological revolution, from the Institute’s founding to today
Mind and Hand:The Making of MIT Scientists and Engineers
Robots and Beyond:Exploring Artificial Intelligence at MIT
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MIT Key Messages: Best PracticesMay 5, 2003 Page 17
MIT Key Messages: Best PracticesMay 5, 2003 Page 18
Visit me!
MIT Key Messages: Best PracticesMay 5, 2003 Page 19
Best Practices: Sloan School
Paul Denning, Communications Co-Director
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Best Practices: the goals
MBA program wanted a strategic vision
Goal was to define a distinctive value proposition to engender strong brand identity
Ensure the vision drives operational decisions
Define powerful and consistent message for delivery to the outside world/applicants
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Best Practices: the process
McKinsey & Co. retained to do analysis of Sloan’s place in the market – focus groups to determine public perception
4 value propositions developed by faculty/staff
All were tested FOR EXCITEMENT, CREDIBILITY FOR SLOAN
CLEAR WINNER (AND FACULTY/STAFF FAVORITE): “The premier program for shaping innovative leaders who will create, redefine and build cutting edge products, markets and organizations”
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Best Practices: the results
A new mission statement:
The mission of the MIT Sloan School of Management is to develop principled, innovative leaders who improve the world and to generate ideas that advance management practice.
A marketing function was created to ensure consistent messages come out of the School
Messages will differentiate Sloan from its competitors
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Best Practices: the differentiators
With Sloan’s vision defined, differentiators became clear:
Sloan specializes in teaching skills to innovate
Sloan offers cross-disciplinary learning opportunities that play to MIT’s strengths—engineering, technology, innovation
Sloan exposes students to cutting edge faculty research
Sloan’s Career Development Office will specialize in relationships with innovative companies
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Best Practices: the materials
Sloan Case Statement Cover
The Chronicle of Higher Education: The New MBA
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Best Practices: the materials
Sloan Viewbook Page
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Best Practices: Office of the Arts
Mary Haller, Director
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Arts at MIT: Positioning
Position the arts at MIT, not just the Office of the Arts
What’s special about the arts at MIT?
They are flourishing in an Institute focused on science and technology
The variety and excellence of MIT’s arts offerings Innovative; emphasis on hands-on creativity and
invention extends from sciences/engineering to the arts
The people that make up MIT’s arts community
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The Arts at MIT: People
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An indicator of the way that MIT has changed; contrast with image of the “old” MIT
An integral part of MIT’s curriculum and community
An appealing feature for prospective students, faculty, staff, and visitors
Arts at MIT: Positioning continued
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Arts at MIT: Audiences
Prospective students
MIT community: students, faculty, staff
MIT alumni
Boston/Cambridge Community
General public/press
Donors/donor prospects
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Office of the Arts: Audience Needs
Prospective students
“Can I play my trumpet at MIT?”
MIT community/alumni
What arts programs/events does MIT offer?
Boston/Cambridge community
What arts programs/events does MIT offer? “How do I get to Killian Hall?”
General public/press/donors
“Arts? At MIT???”
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Office of the Arts: Purpose of CommunicationsRaise awareness
MIT is not only about science and engineering High caliber of arts programs and events Multi-talented, multi-dimensional people Participate at all levels
Communicate value
MIT is more than a specialized technical school for attending students; the arts are valued here
MIT offers an exciting, interesting, rich environment in which to study, teach and work
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Value to the Cambridge/Boston community—most events are free and open to the public
Stimulate action Apply to MIT Enroll at MIT Once you are here, participate in the arts; be part of
this fascinating community Attend MIT arts events Give $$ to MIT’s arts programs
Office of the Arts: Purpose of Communications continued
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Office of the Arts: Messages
MIT students are “Renaissance kids”—talented and interested in science/technology as well as arts/humanities; creative
“I came to MIT for engineering and I found the arts”
“Don’t leave your trumpet at home…you can use it here.”
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Integrated CommunicationsWebsite
MIT Key Messages: Best PracticesMay 5, 2003 Page 36
Arts at MIT Brochure
Brochure
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Calendar
Integrated Communications
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Direct Mail Card
Preview Weekend Card
Integrated Communications