Integrating the New Campaign Nick Moore - Graphic Design Coordinator Emily Vincent - Director, University Media Relations Lin Danes - Manager, E Communications & Web

Campaign Integration Phased in coordination of new campaign Targeted immediate changes Changes over time Stay with current brand standards

Tagline Aug. 30 Conversion Excellence Agenda – Internal usage Experience for Life – External marketing

Targeted Immediate Integration Viewbook 2011 recruitment materials Web Banners Electronic 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 or

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 & 1 st 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 signature Social media Facebook Twitter YouTube Alumni Relation’s online community

Media Relations Toolbox Media research capabilities Building media lists Searching media by location, beat, keywords, etc. Identifying media contacts & outlets to target

Media Relations Toolbox Media monitoring & analysis In The News Audience size Publicity value

Media Relations Home Page Success Stories Story submissions to e-Inside Showcase achievements & successes Receive great visibility Require great visuals

Website Lin Danes Manager, E Communications & Web

Website Aug. 30 targeted immediate integration: Swap out tagline on Kent.edu Approach all 3 rd party vendors and applications to update Launch campaign microsite

Campaign Microsite Include 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

Website Phase two integration: Sept./Oct. – Promote call for Experience for Life video submissions Dec 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

Website Social 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 Steps September Meeting Review completed commercials Consolidate media needs Identify alumni, faculty and students

Questions?