• Raising awareness of the Institute

• Institute workshop, April 10th

Institute workshop April 10th

Outline

I. What is marcom, how does it work?

II. Marketing versus marcom

III. Conclusions

Institute workshop April 10th

I. Approach

• Marcom is a combination of marketing and communications

• Conventional marketing:

Institute workshop April 10th

I. Approach

• Marcom does not look the same as conventional marketing

QuickTime™ and a decompressor

are needed to see this picture.

Institute workshop April 10th

I. Approach

• Marketing people and marcom people do not do the same job

• Marcom publishes information about our activities, puts us in context with the needs of our clients

• See further examples… (coverflow)

Institute workshop April 10th

I. Approach

• Result: Marcom requires your support; information must be gathered before it can be published

QuickTime™ and a decompressor

are needed to see this picture.

Institute workshop April 10th

II. Marketing versus marcom

Marketing marcom

Focus Ourselves only Ourselves in relation to others; client needs

Content Products Activities and achievements

Style Strict guidelines Flexible to accommodate available content

Processes Marketing is an island Marcom is integrated with Institute activities

Institute workshop April 10th

IV. Summary

• Marcom is a combination of marketing and communications

• Adopting the marcom approach has an impact on internal processes

• The more information you send the marcom team, the more marcom can support you

Institute workshop April 10th

Thank you!

Dr. Tobe Freeman

Director of marketing and communications

www.SwissFinanceInstitute.ch

Institute workshop April 10th

I. Approach

• How can we raise awareness about our activities?

Institute workshop April 10th

I. Approach

• How can we raise awareness about our activities?

Institute workshop April 10th

I. Approach

• How can we raise awareness about our activities?

Institute workshop April 10th

I. Approach

• Combining marketing with communications

Institute workshop April 10th

I. Approach

• Becoming visible on the web

Institute workshop April 10th

I. Approach

• An advertisement for Sotheby’s

Institute workshop April 10th

I. Approach

• Examples of how we can publish this information

Institute workshop April 10th

I. Approach

• Marcom is a combination of marketing and public relations

Institute workshop April 10th

I. Workshop topic: What are you trying to convince people?

• An example provided by Jean-Pierre: that our doctoral students get great faculty positions…

• … news about successful students can be published on our blog.

• Question: What would you like to convince people of?

• Benefit: would you like to know the full range of Institute activities?

Institute workshop April 10th

I. Workshop topic: Where can I find information about SFI activities?

• Press releases

• The SFI blog

• On the website page containing press clippings

• …it is all published in English so it can be shared internationally

Institute workshop April 10th

I. template