Marketing and Communicating “the Kellogg Way” Discussion with Department Assistants September 21, 2011

What Brought Us Here Margaret Douglas ’95 “My interest in building a brand I truly believe in combined with Kellogg School’s desire to grow brand, web and new media.” Eric Fridman ’97 “My desire to build a professional marketing organization supporting Kellogg’s Executive Education and Executive MBA programs.” Megan Washburn NU ’03 “Kellogg is a PR person’s dream—there are countless opportunities to share great stories with the world.”

Responsibilities and Functions Plan Create Communicate Eric Fridman Marketing Margaret Douglas Creative Services Meg Washburn Communications Customer Insights Marketing Strategies Impact Measurement Project Management Design Content Web Internal and External Communications Strategic Messaging and Positioning Media Relations

MarComm Mission Marketing and Communicating “the Kellogg Way” – being able to know and clearly articulate what Kellogg is, stands for and does each day; the unique value that Kellogg brings to management education – why the world is better because Kellogg exists Developing the Kellogg School Brand Operational Excellence Collaborative Service

Think Bravely and Living the Brand

Marketing Planning Key Market Insights Objectives Strategic Initiatives TacticsCalendarBudgets Full-time MBA Part-Time MBA Executive MBA Executive Education

Presenting Your Department Templates for – –Word –PPT –Name Tags Any feedback?

Brand Standards

Web Support

Communications Support Manage media requests Support message development Provide guidance on institutional positioning

Social Media Support Guidelines Event promotion Kellogg School accounts Twitter Facebook LinkedIn YouTube “Hot Content” s

Where to Start?