Comments on: No Room For Integrated Marketing at CASE V http://marketingeducation.ncmark.com/2009/12/no-room-for-integrated-marketing-at-case-v/ Exploring the connection between marketing theory and the world of education Wed, 28 Dec 2011 15:40:36 +0000 hourly 1 http://wordpress.org/?v=3.1 By: Ellen http://marketingeducation.ncmark.com/2009/12/no-room-for-integrated-marketing-at-case-v/comment-page-1/#comment-483 Ellen Wed, 06 Jan 2010 16:18:15 +0000 http://marketingeducation.ncmark.com/?p=525#comment-483 In order for institutions to really strategize thoroughly they need to integrate their teams first. In many institutions the tail is wagging the dog. Money is being poured into technology (and sometimes strategies are altered by technology teams instead of communication teams) and money is drying up in the print areas. I think you are totally correct to say the strategy should come first will all communications venues taken into place before either team generates materials. All too often each team is blind to what the other group is doing and how it affects the public perception of the place. Integration anyone? In order for institutions to really strategize thoroughly they need to integrate their teams first. In many institutions the tail is wagging the dog. Money is being poured into technology (and sometimes strategies are altered by technology teams instead of communication teams) and money is drying up in the print areas. I think you are totally correct to say the strategy should come first will all communications venues taken into place before either team generates materials. All too often each team is blind to what the other group is doing and how it affects the public perception of the place. Integration anyone?

]]> By: Mark N http://marketingeducation.ncmark.com/2009/12/no-room-for-integrated-marketing-at-case-v/comment-page-1/#comment-466 Mark N Fri, 18 Dec 2009 12:31:18 +0000 http://marketingeducation.ncmark.com/?p=525#comment-466 Michael – Thanks for taking the time for such a thoughtful response. I think it helps everyone reading this blog. I would point in particular on your admission that in the absence of a solid strategy, you incorporate "ad-hoc versions of that kind of research . . . into your process." Precisely so. I wrote this post as an alert to communications directors at institutions responsible for strategy – if you want to integrate all your communications, you need to start with a discrete research process resulting in a cross platform prior to embarking on implementation of a major web or print project. Of course experienced consultants like yourself understand this. And also of course if you're hired for a project where that kind of process has not occurred, you do your best to work with what you've been given. That's what a consultant will do. How often does this sort of on-the-fly process substitute for what should actually occur? I'm afraid more often than not. And how many communications professionals and consultants claim greater reach for these on-the-fly processes than they deserve? All too many. Thanks for advancing the dialogue. Michael – Thanks for taking the time for such a thoughtful response. I think it helps everyone reading this blog. I would point in particular on your admission that in the absence of a solid strategy, you incorporate “ad-hoc versions of that kind of research . . . into your process.” Precisely so.
I wrote this post as an alert to communications directors at institutions responsible for strategy – if you want to integrate all your communications, you need to start with a discrete research process resulting in a cross platform prior to embarking on implementation of a major web or print project. Of course experienced consultants like yourself understand this. And also of course if you’re hired for a project where that kind of process has not occurred, you do your best to work with what you’ve been given. That’s what a consultant will do.
How often does this sort of on-the-fly process substitute for what should actually occur? I’m afraid more often than not. And how many communications professionals and consultants claim greater reach for these on-the-fly processes than they deserve? All too many.
Thanks for advancing the dialogue.

]]> By: Michael Stoner http://marketingeducation.ncmark.com/2009/12/no-room-for-integrated-marketing-at-case-v/comment-page-1/#comment-465 Michael Stoner Thu, 17 Dec 2009 18:07:38 +0000 http://marketingeducation.ncmark.com/?p=525#comment-465 Mark, You raise some interesting points in this post. First, thank you for your kind words about mStoner: I especially appreciate these accolades since they come from you and I've long respected your work. Second, you're absolutely right about the need to establish strategic, coordinated messaging at the institutional level first, and then to refine that messaging by audience and medium as the institution reaches out to prospective students, alumni and the public via print, web and other channels. mStoner has always entered this process at a variety of levels, as it makes sense for the client and the project. We've done big-picture positioning/integrated marketing/branding work. We've translated an existing messaging strategy into web and print communications. In those instances where our client hasn't had the resources to do the research-driven, institution-wide integrated marketing work up front, we've incorporated ad hoc versions of that kind of research and thinking into our intake process so that the messaging we use to inform our web projects are as strategic and well-informed as the situation allows. Finally, I'll simply point out that the CASE V organizers asked my colleagues to talk about a web redesign and the Philographica team to talk about a viewbook. There's plenty of value in hearing about how these kinds of projects can succeed in and of themselves. Michael Mark,

You raise some interesting points in this post.

First, thank you for your kind words about mStoner: I especially appreciate these accolades since they come from you and I’ve long respected your work.

Second, you’re absolutely right about the need to establish strategic, coordinated messaging at the institutional level first, and then to refine that messaging by audience and medium as the institution reaches out to prospective students, alumni and the public via print, web and other channels.

mStoner has always entered this process at a variety of levels, as it makes sense for the client and the project. We’ve done big-picture positioning/integrated marketing/branding work. We’ve translated an existing messaging strategy into web and print communications. In those instances where our client hasn’t had the resources to do the research-driven, institution-wide integrated marketing work up front, we’ve incorporated ad hoc versions of that kind of research and thinking into our intake process so that the messaging we use to inform our web projects are as strategic and well-informed as the situation allows.

Finally, I’ll simply point out that the CASE V organizers asked my colleagues to talk about a web redesign and the Philographica team to talk about a viewbook. There’s plenty of value in hearing about how these kinds of projects can succeed in and of themselves.

Michael

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