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油](https://image.slidesharecdn.com/geacpresentation11-1-15b-121115213519-phpapp02/85/The-Push-Pull-of-Communications-and-Marketing-Reduce-Spending-Extend-Reach-20-320.jpg)
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油](https://image.slidesharecdn.com/geacpresentation11-1-15b-121115213519-phpapp02/85/The-Push-Pull-of-Communications-and-Marketing-Reduce-Spending-Extend-Reach-30-320.jpg)
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The Push-Pull of Communications and Marketing: Reduce Spending, Extend Reach
- 1. The 油Push-足Pull 油of 油Communica2ons 油and 油 Marke2ng: 油 油 Reduce 油Spending, 油Extend 油Reach 油 油 Michael 油Warden, 油APR 油 油 VP, 油Ins2tute 油Communica2ons 油 Georgia 油Ins2tute 油of 油Technology 油 油 Ron 油Sauder 油 VP, 油Communica2ons 油and 油Marke2ng 油 Emory 油University 油 油
- 2. 油 OR 油ELSE 油.. 油
- 3. Emory 油& 油Georgia 油Tech 油 ≒ A 油rare 油public-足private 油partnership 油 ≒ Top-足rated 油Biomedical 油Engineering 油Dept. 油 ≒ Also 油a 油wide 油range 油of 油other 油collabora=ons: 油 Nanotechnology 油research 油 Georgia 油TechEmory 油Center 油for 油Regenera=ve 油 Medicine 油 油 Emory-足Georgia 油Tech 油Predic=ve 油Health 油Ins=tute 油 TI:GER: 油patent 油law 油and 油tech 油transfer 油 ≒ Both 油of 油us 油subject 油to 油pushes 油and 油pulls 油
- 4. Do 油More 油With 油Less, 油or 油 The 油Marketers 油Lament 油 ≒ Veteran 油communicators 油and 油marketers 油are 油used 油to 油hearing 油 deeply 油ambivalent 油messages 油from 油senior 油leadership. 油On 油 the 油one 油hand: 油Weve 油got 油to 油tell 油our 油story 油beQer. 油This 油 place 油is 油the 油best 油kept 油secret 油in 油_________ 油(鍖ll 油in 油the 油 blank)." 油 油 ≒ But 油on 油the 油other: 油Whats 油the 油ROI 油for 油public 油rela=ons? 油 Weve 油got 油to 油鍖gure 油out 油how 油to 油get 油smarter 油and 油leaner. 油 ≒ In 油the 油face 油of 油these 油con鍖ic=ng 油pressures, 油and 油as 油higher 油 educa=on 油moves 油ever 油more 油deeply 油into 油the 油new 油reality 油 of 油the 油Great 油Recession, 油communicators 油and 油marketers 油 cannot 油expect 油to 油be 油showered 油with 油money. 油 油
- 5. Constant 油Needs, 油Fickle 油Media 油 ≒ Weve 油got 油to 油tell 油our 油story 油beQer 油 油Trustees 油 o[en 油say 油 油envisioning 油front-足page 油pro鍖les, 油 network 油interviews 油 ≒ But 油the 油Tradi=onal 油Media 油are 油changing 油rapidly 油 油 we 油are 油losing 油channels 油to 油reach 油the 油mass 油 audience 油 ≒ Just 油the 油latest 油example: 油the 油incredible 油shrinking 油 Washington 油Post 油 Newsroom 油downsizes 油from 油1,000 油>> 油640 油 Coordina=ng 油cake 油par=es 油for 油depar=ng 油sta鍖ers 油
- 6. Soundbite 油University 油 油 hRp://www.chass.illinois.edu/SoundbiteUniversity
- 7. Post-足World 油War 油II 油Trends 油 ≒ Subject 油to 油Soundbite 油 In 油1946, 油53% 油of 油ar=cles 油in 油the 油NY 油Times 油men=oning 油a 油research 油university 油were 油 about 油that 油university, 油focusing 油on 油its 油research 油or 油ac=vi=es. 油 油 Today, 油just 油15% 油of 油ar=cles 油men=oning 油a 油university 油are 油about 油that 油university 油 85% 油simply 油cite 油high-足stature 油faculty 油for 油soundbite 油commentary 油on 油current 油 events. 油 ≒ Sustained 油Interest 油 The 油New 油York 油Times 油has 油shrunk 油in 油half, 油while 油the 油number 油of 油news 油ar=cles 油 referencing 油research 油universi=es 油has 油remained 油constant. 油 油 higher 油educa=on 油has 油increased 油nearly 油linearly, 油to 油13% 油of 油all 油ar=cles 油and 油21% 油 of 油all 油front 油page 油ar=cles 油today. 油 油 油as 油a 油whole, 油universi:es 油appear 油to 油have 油become 油news 油 commentators 油as 油opposed 油to 油news 油makers. 油 油 Leetaru, 油Kalev 油& 油Magelli, 油Paul. 油(September 油2010). 油 油 The 油Soundbite 油University: 油60 油Years 油of 油University 油News 油Coverage. 油 油
- 8. A 油Tale 油of 油Two 油Universi2es 油
- 9. Lessons 油for 油Prac22oners 油 ≒ Be 油relevant; 油respond 油to 油whats 油driving 油the 油news 油 ≒ Cul=vate 油faculty 油media 油brands 油 ≒ Media-足train 油faculty 油 ≒ Generate 油media 油guides 油 Many 油universi:es 油are 油rela:vely 油tone-足deaf 油in 油their 油press 油 contacts, 油pouring 油out 油a 油constant 油stream 油of 油press 油releases 油on 油a 油 preset 油schedule. 油The 油news 油media 油no 油longer 油devotes 油space 油to 油the 油 latest 油university 油news 油and 油instead 油ins:tu:ons 油should 油look 油for 油:e-足 ins 油with 油current 油events 油and 油more 油strongly 油promote 油stories 油with 油 the 油greatest 油resonance 油and 油relevance 油to 油current 油events. 油 Leetaru, 油Kalev 油& 油Magelli, 油Paul 油 The 油Soundbite 油University 油
- 10. Extending 油Reach 油 We 油suggest 油three 油keys 油to 油making 油our 油bosses 油 happy, 油at 油least 油some 油of 油the 油=me, 油by 油extending 油 reach 油 油with 油no 油more 油money 油-足 油in 油the 油new 油 normal 油 ≒ Strategic 油Alignment 油 ≒ Focusing 油All 油the 油Pieces 油 ≒ New 油and 油Social 油Media 油 Key 油Outcomes: 油 油repe22on 油& 油consistency 油 油
- 11. Strategic 油Alignment 油 ≒ Understanding 油and 油aligning 油ourselves 油and 油 communica=ons/marke=ng 油ac=vi=es 油and 油 programs 油to 油ins2tu2ons 油strategic 油plan 油is 油 cri=cal 油to 油delivering 油value 油to 油leadership 油 油 Start 油with 油the 油lifeblood 油of 油higher 油educa=on 油 油 Admissions, 油Government 油and 油Community 油 Rela=ons, 油and 油Fundraising 油 ≒ Start 油with 油the 油ins=tu=ons 油strategic 油plan 油 油 then 油develop 油a 油strategic 油communica2on 油plan 油 that 油supports 油it 油in 油tangible, 油measureable 油ways 油
- 12. Why 油a 油strategic 油communica2ons 油plan? 油 ≒ It 油forces 油you 油to 油think 油and 油act 油strategically 油 ≒ It 油helps 油you 油to 油say 油no 油 ≒ It 油makes 油you 油look 油smart 油 ≒ It 油will 油help 油you 油get 油a 油seat 油at 油the 油table 油 ≒ It 油is 油expected 油of 油top 油communica=ons 油and 油 marke=ng 油execu=ves* 油 *Lori 油Doyle, 油SVP, 油University 油Communica=ons, 油Drexel 油University 油
- 13. Focusing 油All 油the 油Pieces 油 ≒ Uncovering 油and 油making 油use 油of 油all 油of 油the 油hidden 油 communicators 油(and 油budgets) 油tucked 油away 油 throughout 油our 油organiza=ons 油 Touch 油points 油you 油may 油overlook: 油 ≒ Presidents 油o鍖ce 油 ≒ Switchboard 油 ≒ Alumni 油o鍖ce 油 ≒ Admissions 油o鍖ce 油 ≒ Government 油and 油community 油a鍖airs 油 ≒ Not 油just 油about 油news 油o鍖ce 油 Cri=cal 油both 油for 油promo=on 油and 油advocacy 油 油vital 油for 油 crisis 油communica=ons 油and 油issues 油management 油
- 14. Skep2cism 油requires 油repe22on 油 UNITED 油STATES 油 MAJORITY 油NEEDS 油TO 油HEAR 油INFO 油3-足5 油TIMES 油TO 油BELIEVE 油 Ten 油or 油more 油2mes 油(10+), 油 Once 油(1), 油6% 油 10% 油 Six 油to 油Nine 油2mes 油(6-足9), 油 Twice 油(2), 油12% 油 6% 油 Three 油2mes 油(3), 油34% 油 Four 油or 油Five 油2mes 油(4 油-足 油5), 油 32% 油 3-足5 油2mes 油 66% 油 Q148. 油[TRACKING] 油 油Think 油about 油everything 油you 油see 油or 油hear 油every 油day 油about 油companies, 油whether 油it 油is 油posi=ve 油or 油nega=ve. 油How 油many 油=mes 油in 油general 油do 油you 油need 油to 油be 油 exposed 油to 油something 油about 油a 油speci鍖c 油company 油to 油believe 油that 油the 油informa=on 油is 油likely 油to 油be 油true? 油Please 油enter 油the 油number 油of 油=mes 油below. 油(Excludes 油Dont 油Know 油responses) 油 油 Informed 油publics 油ages 油25-足64 油in 油the 油U.S. 油 油
- 15. Branding 油and 油Iden2ty 油 Before 油
- 16. Branding 油and 油Iden2ty 油 油and 油AIer 油
- 17. GT 油Branding 油and 油Iden2ty: 油Current 油
- 18. Georgia 油Tech 油Logo: 油Evolving 油 The 油Georgia 油 Ins=tute 油of 油 速 油 Technology 油Logo 油 The 油 油 油 Georgia 油Tech 油 油 Logo 油 速 油
- 19. New 油and 油Social 油Media 油 ≒ Learn 油from 油the 油Tradi=onal 油Media 油 Forced 油march 油onto 油the 油Web 油and 油new 油media 油 Washington 油Post 油 油from 油front 油page 油to 油home 油page 油 油 and 油blogs 油 ≒ Reporters 油required 油to 油鍖ag 油Google-足friendly 油key 油words 油in 油their 油 stories 油before 油they 油can 油be 油edited 油 油 油 ≒ 35 油di鍖erent 油daily 油reports 油track 油Web 油tra鍖c 油 油 ≒ Editors 油receive 油a 油midday 油performance 油alert, 油telling 油them 油 whether 油the 油site 油is 油on 油track 油to 油meet 油its 油tra鍖c 油goals 油for 油the 油 day. 油If 油it 油appears 油they 油might 油miss 油their 油goal, 油editors 油will 油 order 油up 油fresh 油content. 油 油 油NY 油Times, 油Jeremy 油W. 油Peters, 油 油February 油12, 油2012 油
- 20. Diversi鍖ca2on 油of 油Media 油 TRUST 油IN 油INFORMATION 油SOURCES 油 油UNITED 油STATES 油 2011 油 油 Informed 油Public 油 2012 油 油 Informed 油Public 油 + 油14 油 + 油9 油 32% 25% + 油10 油 + 油6 油 18% 16% 12% 13% 7% 2% TRADITIONAL 油 ONLINE 油MULTIPLE 油SOURCES 油 SOCIAL 油MEDIA 油 CORPORATE 油 Q149-足160. 油[TRACKING] 油Below 油is 油a 油list 油of 油places 油where 油you 油might 油get 油informa=on 油about 油a 油company. 油 油For 油each, 油please 油indicate 油if 油you 油trust 油it 油a 油great 油deal, 油somewhat, 油not 油too 油much, 油or 油not 油 at 油all 油as 油a 油source 油of 油informa=on 油about 油a 油company. 油(Top 油Box 油-足 油% 油Trust 油A 油Great 油Deal) 油Informed 油Publics 油ages 油25-足64 油in 油the 油U.S. 油 20 油 油 油 油 油息 油Edelman, 油2012. 油All 油rights 油reserved. 油
- 21. Soundbite 油vs. 油Blog 油
- 22. Higher 油Ed 油Blogs 油(2) 油
- 23. Whats 油grist 油for 油the 油blogs? 油 College 油Inc.: 油The 油business 油behind 油the 油school 油 ≒ Much 油less 油celebra=on 油 油 of 油ins=tu=onal 油 ≒ Md. 油college 油leaders 油praise 油Dream 油 Act 油 milestones 油and 油 ≒ Professors 油start 油their 油own 油MOOCs 油 accomplishments 油 ≒ College 油voices: 油The 油free 油online 油 fron=er 油 ≒ Higher 油ed: 油The 油coming 油disrup=on 油 ≒ Much 油more 油consumer-足 油 Campus 油Overload: 油 油Juggle 油everything: 油Achieve. 油 oriented 油 And 油s2ll 油have 油fun. 油 ≒ Obamas 油reelec=on 油sparks 油racially 油 charged 油protest 油at 油Ole 油Miss 油 ≒ ISU 油Republicans 油mourn 油loss 油 ≒ R.J. 油Kirk 油resigns 油from 油U-足Va. 油board 油 ≒ How 油do 油women 油up 油their 油salaries? 油
- 24. Leveraging 油blogs: 油 油GT 油Ampli鍖er 油 hRp://ampli鍖er.gatech.edu 油
- 25. What 油is 油Ampli鍖er? 油 ≒ A 油mul=-足contributor 油news 油blog 油pairing 油current 油issues 油 with 油commentary 油from 油Georgia 油Tech 油experts 油and 油 providing 油a 油forum 油to 油spotlight, 油"What 油does 油Georgia 油 Tech 油think?" 油 油 ≒ Primary 油goals: 油 BeQer 油posi=on 油Tech 油as 油a 油research/thought 油leader 油 Provide 油a 油unique 油forum 油to 油posi=on 油Ins=tute 油exper=se 油in 油 social 油media 油space 油 Allow 油all 油audiences 油to 油par=cipate 油in 油a 油dialogue 油associated 油 with 油Ins=tute 油researchers/experts 油 Help 油media 油more 油easily 油connect 油GT 油experts 油with 油=mely 油 news 油stories 油 Create 油a 油鍖ow 油of 油high-足value, 油=me-足cri=cal 油content 油
- 26. Ampli鍖er 油 油Current 油Status 油 ≒ Launched spring 2012 ≒ Paired the blog with a Twitter feed where links to commentary are shared with targeted journalists & bloggers followed by Georgia Tech staff ≒ Built-in interactivity to allow for monitored comments ≒ Building momentum will take time already connected Georgia Tech experts with CNN, 油 USA 油Today, 油Chris`an 油Science 油Monitor 油and 油other 油top tier media outlets ≒ Currently pulling info from campus experts Goal is to eventually have them post their own commentary
- 27. Ampli鍖er 油News 油Blog 油 hQp://www.ragan.com/Main/Ar=cles/ 44755.ashQp://www.ragan.com/Main/ Ar=cles/44755.aspxpx 油
- 28. Ampli鍖er 油News 油Blog 油
- 29. Ampli鍖er 油on 油TwiRer 油
- 30. Top 油three 油credible 油spokespeople 油consistent 油globally 油and 油in 油the 油U.S. 油 油 U.S. 油more 油likely 油to 油say 油academics, 油person 油like 油yourself, 油regular 油employee 油& 油NGO 油rep. 油are 油credible 油 油 油 CREDIBLE 油SPOKESPEOPLE 油 油GLOBAL 油AND 油UNITED 油STATES 油 2012 油 2011 油 2012 油 Academic or expert 70% 油 Academic or expert 68% 油 #1 油 74%* 油 Technical expert in the company 64% 油 Technical expert in the company 66% 油 #3 油 68% 油 Financial or industry analyst 53% 油 A person like yourself 65% 油 #2 油 71%* 油 CEO 50% 油 Regular employee 50% 油 62%* 油 NGO representative 47% 油 NGO representative 50% 油 58%* 油 A person like yourself 43% 油 Financial or industry analyst 46% 油 47% 油 Government official or regulator 43% 油 CEO 38% 油 34% 油 Regular employee 34% 油 Government official or regulator 29% 油 31% 油 *Signi鍖cant 油di鍖erence 油at 油 the 油95% 油con鍖dence 油level 油 vs. 油2012 油global 油 Q119-足126. 油[TRACKING] 油Below 油is 油a 油list 油of 油people. 油In 油general, 油when 油forming 油an 油opinion 油of 油a 油company, 油if 油you 油heard 油informa=on 油about 油a 油company 油from 油each 油person, 油how 油credible 油would 油the 油 informa=on 油be-足-足extremely 油credible, 油very 油credible, 油somewhat 油credible, 油or 油not 油credible 油at 油all? 油(Top 油2 油Box, 油Credible: 油Very 油+ 油Extremely 油Credible) 油Informed 油Publics 油ages 油25-足64 油in 油20 油country 油global 油 total 油(excludes 油Argen=na, 油Hong 油Kong, 油Malaysia, 油Singapore 油and 油UAE) 油and 油the 油U.S. 油 油 油 30 油 油 油 油 油息 油Edelman, 油2012. 油All 油rights 油reserved. 油
- 31. Empowering 油Our 油Ins2tu2ons 油 ≒ Our 油best 油brand 油ambassadors: 油faculty 油and 油 students 油 ≒ Leverage 油them 油with 油new 油media 油 Student 油reporters 油 油put 油them 油on 油YouTube 油 All-足plaorm 油promo=on 油of 油faculty 油experts 油 油 Galloway/AJC 油 油
- 37. Best 油Kept 油Secret 油 ≒ Are 油Communica=ons 油& 油Marke=ng 油sta鍖s 油and 油 exper=se 油the 油best 油kept 油secret 油on 油your 油 campus? 油 ≒ How 油do 油we 油change 油the 油conversa=on? 油 ≒ Doing 油PR 油for 油PR 油on 油campuses 油 油
- 38. Contact 油Info 油and 油Therapeu2c 油 Counseling 油 油 油 Michael 油L. 油Warden 油 michael.warden@gatech.edu 油 油 Ron 油Sauder 油 ron.sauder@emory.edu 油 油