integrating the new campaign nick moore - graphic design coordinator emily vincent - director,...
Post on 20-Dec-2015
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![Page 1: Integrating the New Campaign Nick Moore - Graphic Design Coordinator Emily Vincent - Director, University Media Relations Lin Danes - Manager, E Communications](https://reader030.vdocuments.net/reader030/viewer/2022033107/56649d455503460f94a21da7/html5/thumbnails/1.jpg)
Integrating the New Campaign
Nick Moore - Graphic Design CoordinatorEmily Vincent - Director, University Media RelationsLin Danes - Manager, E Communications & Web
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Campaign Integration• Phased in coordination of new campaign
• Targeted immediate changes
• Changes over time
• Stay with current brand standards
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TaglineAug. 30 Conversion
Excellence Agenda – Internal usage
Experience for Life – External marketing
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Targeted Immediate Integration
• Viewbook
• 2011 recruitment materials
• Web
• Banners
• Electronic e-mail signatures
• Current projects
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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
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Graphic Design
Nick Moore
Graphic Design Coordinator
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Visual presentation of tagline. Set in Garamond semi-bold and semi-bold italic.
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Logo with tagline
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Regional Campus Logo with tagline
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Logo with college and department (signatures) with tagline.
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Existing publications with “EXCELLENCE in Action” tagline at a 10 degree angle.
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Existing publications with “EXCELLENCE in Action” tagline under the logo. Web address should not appear underneath the logo
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For information, logo art files with the tagline contact Jody Kovolyan at 27951 or [email protected].
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Public Relations
Emily Vincent
Director, University Media Relations
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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
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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
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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
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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
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Introducing New Campaign
External Communications• Website• Electronic e-mail signature• Social media
• Facebook• Twitter• YouTube• Alumni Relation’s online community
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Media Relations ToolboxMedia research capabilities
• Building media lists• Searching media by location, beat,
keywords, etc.• Identifying media contacts & outlets to target
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Media Relations ToolboxMedia monitoring & analysis
• In The News• Audience size• Publicity value
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Media RelationsHome Page Success Stories
• Story submissions to e-Inside
• Showcase achievements & successes
• Receive great visibility
• Require great visuals
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Website
Lin Danes
Manager, E Communications & Web
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WebsiteAug. 30 targeted immediate integration:
• Swap out tagline on Kent.edu• Approach all 3rd party vendors and
applications to update• Launch campaign microsite
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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
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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
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WebsiteSocial media usage to promote campaign
& subsequent videos
• Facebook posts
• Tweets
• Integration with YouTube’s posted videos
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Webteam Toolbox• Research & Measurement
• Usability studies• Focus groups• Online surveys• Google analytics
• Websites• CommonSpot support & training• Kent.edu content (news, highlights)• Ecalendar • FlashLine
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Next StepsSeptember Meeting
• Review completed commercials
• Consolidate media needs
• Identify alumni, faculty and students
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Questions?