Transcript Case Study: The Internal Awareness Campaign

Are we there yet?
Creating a road map
for your marketing needs
1.12.11
Agenda
• Introduction to the account planning strategy
brief
• Application
Avoiding the “Clark Griswold”
• http://www.youtube.com/watch?v=iAgX6qlJE
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The Account Planning Strategy Brief
What it is
• Your road map to solve a marketing problem
• User-friendly
• Outlines all elements of a marketing plan
What it isn’t
• A comprehensive marketing plan
• A creative brief
• Actual marketing copy/graphic design
Elements of the Brief
Elements of the Brief
• Defines goals
• Assesses current landscape
• Defines who we want to reach
Elements of the Brief
• SWOT Analysis
Strengths
Weaknesses
Opportunities
Threats
Elements of the Brief
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Key Insights
Revisit Marketing Objectives
Marketing Strategies
Tactics
Key Messages
Metrics
Putting It Into Practice
Case Study: The Internal Awareness
Campaign
• Goals
– Organizational:
• Advance UNMC faculty and staff engagement and
understanding of the branding initiative through
coordination between Human Resources and
Public Relations. (strategic plan item)
Case Study: The Internal Awareness
Campaign
• Goals
– Marketing:
• Advance engagement and understanding of brand
• Inspire continued and stronger advocacy and
support with internal audience.
Case Study: The Internal Awareness
Campaign
• Where are we now?
– Market/external trends
• Other AHCs embarking on brand campaigns
• Budget issues looming
• TNMC/UNMCP/University-system
Case Study: The Internal Awareness
Campaign
• Where are we now?
– Internal assessment
• Launched brand in summer of 2009
• Focus on graphic identity up to this point
• At a basic “awareness” level right now.
Case Study: The Internal Awareness
Campaign
• Who do we want to reach?
– Faculty
– Staff
– Students
– Alumni
Case Study: The Internal Awareness
Campaign
• SWOT (below chart not inclusive of full analysis)
Strengths
Weaknesses
Strong connection to the word Vital
Vital taps into sense of pride
Staff very focused on conformity to
brand guidelines
Opportunities
Threats
Students have deeper
understanding of brand value than
staff/faculty
Competing messages among
UNMC/TNMC/UNMCP
Case Study: The Internal Awareness
Campaign
• Key Insights
– Must leverage pride
– Able to “map” brand awareness
– Identified gaps in understanding
– Preferred communication channels
– Key messaging – particularities in response to
vital vs. vitality; I am Vital vs. You are Vital.
Case Study: The Internal Awareness
Campaign
• Revisit Marketing Objectives
– Move faculty/staff/students from unexposed to
devoted advocates of the UNMC brand.
• Marketing Strategies
– Ensure understanding of brand
– Inspire/promote ongoing engagement & pride
– Empower marketing/communications staff to
use UNMC brand guidelines and messages
Case Study: The Internal Awareness
Campaign
• Key Messages
– You are Vital.
*Notes
• Research found it is more impactful to say “You
are Vital” than “I am Vital.”
• Difference between “vital” and “vitality.”
Case Study: The Internal Awareness
Campaign
• Tactical Mix
– Engagement/Pride
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Spirit Week
Poster system
HR recruitment campaign
Employee Campaign
Brand video
Vital website
Memorable signage
Case Study: The Internal Awareness
Campaign
• Tactical Mix
– Educate
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UNMC Today stories
Presentations
New Employee Orientation
NU Values program
Employee Development Programs
Student activities fair
Case Study: The Internal Awareness
Campaign
• Tactical Mix
– Integrate
• Internalization of brand messages – meaning is the
key to acceptance and support.
• Enhance campus communicator training
opportunities
• Create “virtual community” for campus
communicators
Case Study: The Internal Awareness
Campaign
• Metrics to track progress
– Survey Monkey
– HR employee satisfaction survey
– Brand identity audit
– Vital website stats
Jill Carson
Marketing Specialist
559-4694
[email protected]