Transcript Indiana Center for Biological Microscopy Marketing Plan

INDIANA CENTER FOR
BIOLOGICAL MICROSCOPY
(ICBM) MARKETING PLAN
Presented by:
Hoa Vo
Siva Vadlamannati
Nikhil Singh
AGENDA
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Overview
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Scope of project
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Project goal
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Methodology
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Key Finding
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Deliverables
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Key Next steps
ABOUT ICBM
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World-class center for biomedical microscopy
Founded in 1996, under grant by NIH and the Lilly
Endowment
70+ NIH supported IU Researchers and many other
investigators from Indiana life science community
Data has appeared in 235+ publications
State-of-the-art imaging equipment and great facility
staff services (consultation, training, experimental
assistance)
PROJECT OVERVIEW
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Key questions:
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Why revenue is declining?
What can we do to serve more than just department
researchers?
What can we do to capture the growing trend of
research grants for Indiana Life Science community?
Key challenges:
Lack of marketing capability and resources
 Current cost structure and threat of rising cost
 How do we act within current grant resources
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ICBM – MBA Kelley joint-project to help identify root
cause for revenue decline and find opportunities, from that,
develop Marketing Strategy to drive ICBM growth
PROJECT SCOPE
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Identify different user groups and select target
groups
Understand what are really important to
targeted customer groups
Redefine current ICBM brand equity and product
offering
Recommend a marketing strategy to drive
growth in usage and revenue
SITUATION ANALYSIS
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Declining revenues and usage have led to low
profitability
METHODOLOGY
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Surveys
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Focus Group
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New User survey and current user survey
Based on current users
Comparative study
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Caltech – Biomedical Imaging Center
Vanderbilt University – VUIIS
Pittsburgh – Center for Biological Imaging
Stanford University – Cell Science Imaging Facility
UC Berkeley – Biological Imaging Facility
Synthesizing research on marketing
 Seven week timeframe
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KEY FINDINGS – CURRENT USER
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Current customer base
represents good experience
spectrum
Need different marketing
message
Need different level of support
and service
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Good loyalty
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Scope for improvement
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Need to identify why customers
moved
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Incentives to repeat
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Rewards for loyalty
KEY FINDINGS – CURRENT USER
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Allow user to specify their needs and tell them about the
offering that will meet their needs
Have support staff for quality service.
Internship
Make facility cost competitive
KEY FINDINGS – NEW USER
How did you first know about the current research
facility/ lab?
Colleagues
Journals
36.8%
Google
IU newsletters
63.2%
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Need to create awareness
Find customer segment
who are not aware
Big potential
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Identify ambassadors
Referral program
Group Discounts
IU seminars
DELIVERABLE
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Final recommendation proposal package will
include:
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Customer analysis
Competitive analysis
Strategic targeted user groups – short term vs. long
term
Reframed value proposition for the targeted segment
Change in product offering, scope of services
Change in price mix
Communication plan
Message
 Key channels
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Promotion plan / Direct marketing campaigns
 Overall 12 month plan with budget estimation
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NEXT STEPS
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Synthesize data from surveys
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Consult with industry experts
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Develop marketing strategy
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Final present to ICBM
QUESTIONS?
APPENDICES
IMPLEMENTATION PLAN
Now (Feb 2012)
May 2012
Aug 2012
Nov 2012
Feb 2013
Complete Survey
Customer Outreach (continuing)
Feeback Sessions
Begin tours/visits to ICBM
Website Redesign
Seminars/Courses (continuing)
Data Collection
Phase
Implementation:
Feedback Loop
Implementation:
Engagement
Implementation:
Redesign
Implementation:
Education