1. Raising awareness of the Institute Institute workshop, April 10 th

2. Institute workshop April 10th Outline I.What is marcom, how does it work? II.Marketing versus marcom III.Conclusions

3. Institute workshop April 10th I. Approach Marcom is a combination of marketing and communications Conventional marketing:

4. Institute workshop April 10th I. Approach Marcom does not look the same as conventional marketing

5. 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)

6. Institute workshop April 10th I. Approach Result: Marcom requires your support; information must be gathered before it can be published

7. Institute workshop April 10th II. Marketing versus marcom Marketingmarcom FocusOurselves onlyOurselves in relation to others; client needs ContentProductsActivities and achievements StyleStrict guidelinesFlexible to accommodate available content ProcessesMarketing is an islandMarcom is integrated with Institute activities

8. 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

9. Institute workshop April 10th Thank you! Dr. Tobe Freeman Director of marketing and communications www.SwissFinanceInstitute.ch

10. Institute workshop April 10th I. Approach How can we raise awareness about our activities?

11. Institute workshop April 10th I. Approach How can we raise awareness about our activities?

12. Institute workshop April 10th I. Approach How can we raise awareness about our activities?

13. Institute workshop April 10th I. Approach Combining marketing with communications

14. Institute workshop April 10th I. Approach Becoming visible on the web

15. Institute workshop April 10th I. Approach An advertisement for Sotheby’s

16. Institute workshop April 10th I. Approach Examples of how we can publish this information

17. Institute workshop April 10th I. Approach Marcom is a combination of marketing and public relations

18. 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?

19. 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

20. Institute workshop April 10th I. template