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Threads of Change in
Marketing Communications


               Rachel Reuben
Associate Vice President, Marketing Communications
Threads of Change in Marketing Communications
Summary?
Some kind of threads / person weaving showing still not complete (ICView
photo shoot?)
I am a change agent.
Change is good.
Change is forward-thinking.
Change is building a solid foundation.
Change is adapting to current & future needs.
Change is taking risks.
Change is needed.
Change is good.
Topics we’ll cover
Starting & launching a re-branding effort

Restructuring a 30+ member Marketing Communications department

Setting priorities through an Institutional Strategic Marketing Plan

Creating & implementing a licensing & trademark enforcement program

Planning & kicking off a brand awareness strategic advertising campaign

Evaluating emerging technologies
Re-branding Ithaca College
Problems
No single core message(s) used college-wide

Logo did not contain the word “College,” making advertising out of the
immediate area challenging

Print + web (or anything else) were not integrated

Extremely siloed structure
Problems
Logo garden

Declining demographics

Increased competition

Support college’s strategic plan: IC 20/20
How we addressed these
The process
Survey says!
Advertising campaign
Threads of Change in Marketing Communications
Threads of Change in Marketing Communications
Threads of Change in Marketing Communications
ithaca.edu/ready
Implementation:
 Three Phases
Changing roles & skills for
 marcom professionals
The Restructure
July 2010
Client Marketing            Recruitment
    Communication              Creative Services
                                                               Services                 Marketing
✦   Media relations        ✦   Cross-platform visual   ✦   School-based MCMs    ✦   Undergraduate Admission
✦   Social media               designers/developers    ✦   Project management   ✦   Core messaging
✦   Web communication      ✦   Print production        ✦   Sports information   ✦   Creative copywriting
✦   Alumni magazine        ✦   Photography                                      ✦   Recruitment magazine
✦   Writers/editors        ✦   Video production
✦   Crisis communication




                                     brand management & IMC
January 2012
Institutional Strategic Marketing Plan
               2011-2012
ISMP
Intro

Situational analysis

Goals (to be primarily assessed in 2014)

Strategies

Tactical overview

2012-2013
Licensing & Trademark Enforcement
             Program
Evaluating emerging technologies that
 may aid or hinder marketing efforts
Our toolbox
activeCollab                       Dropbox

Google Analytics & Urchin          readMedia

Vocus                              CMS = home grown

Hoot Suite                         Fire Engine Red

Google sites (wiki & docs)         Social Engine
Ahead
Editorial workflow content management system

Mobile phase II

Magazines
Tools, platforms, gizmos, oh my!
Mobile [see infographic]

Social advertising & media

QR codes

Geosocial

g+

Tumblr

Pinterest (Oberlin/CASE blog)
Summary?
Some kind of threads / person weaving showing still not complete (ICView
photo shoot?)
Questions?


               Rachel Reuben
Associate Vice President, Marketing Communications
       @rachelreuben       rachelreuben.com

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Threads of Change in Marketing Communications