Integrating the New Campaign

Nick Moore - Graphic Design CoordinatorEmily Vincent - Director, University Media RelationsLin Danes - Manager, E Communications & Web

Campaign Integration• Phased in coordination of new campaign

• Targeted immediate changes

• Changes over time

• Stay with current brand standards

TaglineAug. 30 Conversion

Excellence Agenda – Internal usage

Experience for Life – External marketing

Targeted Immediate Integration

• Viewbook

• 2011 recruitment materials

• Web

• Banners

• Electronic e-mail signatures

• Current projects

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

Graphic Design

Nick Moore

Graphic Design Coordinator

Visual presentation of tagline. Set in Garamond semi-bold and semi-bold italic.

Logo with tagline

Regional Campus Logo with tagline

Logo with college and department (signatures) with tagline.

Existing publications with “EXCELLENCE in Action” tagline at a 10 degree angle.

Existing publications with “EXCELLENCE in Action” tagline under the logo. Web address should not appear underneath the logo

For information, logo art files with the tagline contact Jody Kovolyan at 27951 or jkovoly1@kent.edu.

Public Relations

Emily Vincent

Director, University Media Relations

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

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

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

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

Introducing New Campaign

External Communications• Website• Electronic e-mail signature• Social media

• Facebook• Twitter• YouTube• Alumni Relation’s online community

Media Relations ToolboxMedia research capabilities

• Building media lists• Searching media by location, beat,

keywords, etc.• Identifying media contacts & outlets to target

Media Relations ToolboxMedia monitoring & analysis

• In The News• Audience size• Publicity value

Media RelationsHome Page Success Stories

• Story submissions to e-Inside

• Showcase achievements & successes

• Receive great visibility

• Require great visuals

Website

Lin Danes

Manager, E Communications & Web

WebsiteAug. 30 targeted immediate integration:

• Swap out tagline on Kent.edu• Approach all 3rd party vendors and

applications to update• Launch campaign microsite

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

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

WebsiteSocial media usage to promote campaign

& subsequent videos

• Facebook posts

• Tweets

• Integration with YouTube’s posted videos

Webteam Toolbox• Research & Measurement

• Usability studies• Focus groups• Online surveys• Google analytics

• Websites• CommonSpot support & training• Kent.edu content (news, highlights)• Ecalendar • FlashLine

Next StepsSeptember Meeting

• Review completed commercials

• Consolidate media needs

• Identify alumni, faculty and students

Questions?