WPI Marketing Communications Briefing September 28 2006 Worcester

WPI Marketing & Communications Briefing September 28, 2006 Worcester Polytechnic Institute 1

“Actually, I preferred ‘Heaven’ too, but then the marketing guys got a hold of it. ” Worcester Polytechnic Institute

WPI Marketing & Communications Brand/Positioning Marketing Worcester Polytechnic Institute

PRIMARY OBJECTIVES • Build overall awareness Brand/ Positioning • Communicate strengths/ differentiation/ impact • Define “WPI” brand • Segment markets • Communicate value proposition Marketing to target audiences • Move the needle - inquiries, applications, funding, recruiting Worcester Polytechnic Institute

FUNCTIONAL STRUCTURE WPI Marketing & Comms. Brand/ Positioning Research Communications Public Relations Marketing Thought Leadership Alumni Communications Web/Interactive Marketing Enrollment Marketing Worcester Polytechnic Institute Development Communications Business Development

Brand/Positioning Communication Research Communications Public Relations Thought Leadership Worcester Polytechnic Institute Alumni Communications

Marketing WEB/Interactive Marketing Enrollment Marketing Development Communications Worcester Polytechnic Institute Business Development

Today’s Program Research Communications Mike Dorsey Public Relations/ Thought Leadership Chris Hardwick University/ Alumni Communications Charna Westervelt Bonnie Mc. Crea Web Communications/ Marketing Tara Myers Business Development Chris Hardwick Worcester Polytechnic Institute

Research Communications Team: • Michael Dorsey, Director of Research Communications • Lorraine Urbanski, News Writer Worcester Polytechnic Institute

Research Communications Objectives: • Help build WPI’s reputation with key constituents • Help associate WPI with high-impact, interdisciplinary research that benefits society • Raise the visibility of the faculty by highlighting their expertise and the recognition they receive Worcester Polytechnic Institute

Research Communications Tactics: • Research News Service • Special Issue of Transformations • Research Newsletter • Research Web Site • Academic Department Communications • Faculty Guides and Speakers Bureau Worcester Polytechnic Institute

Research Communications Targeted Cable Networks and Programs Worcester Polytechnic Institute

NEWS SERVICE News Release Goes Over Wires Produces Coverage THE WEB Story Appears on WPI Web Site New results distributed to media OTHER • Publications and presentation will be noted in research newsletter THE MAGAZINE • Research expertise will be highlighted in experts guide The research will be part of a broader feature story in special research issue of Transformations Professor Camesano conducts groundbreaking research on cranberry juice and E. coli • News stories can be developed for department Web site and newsletter • Professor can be included in speakers bureau Worcester Polytechnic Institute

Public Relations Objective: • Build effective public and media relations capability to tell stories on local, regional and national level • Generate consistent flow of news announcements to convey WPI’s forward momentum • Evolve public language Worcester Polytechnic Institute

Public Relations Team: • Recruiting new Director with national media experience • Strengthening news operation with new Editorial position • Building new media database, tracking and monitoring systems Worcester Polytechnic Institute

Public Relations • • News Bureau National storylines Local, regional media relations Event Publicity Message Development Systems Crisis Communications Worcester Polytechnic Institute

Thought Leadership Objective: • Leverage President/ Provost as thought leaders on current issues in higher education • Begin to position WPI as the new model for education (putting knowledge into action) Worcester Polytechnic Institute

Thought Leadership Team: • Recruited Communications and Senior Writing Professional Sarah Mackey Worcester Polytechnic Institute

Thought Leadership • • • Platform Speaking Opportunities Op-Ed Pieces/ White Papers Editorial Background Meetings Conferences Worcester Polytechnic Institute

Alumni Communications Objectives: • Connect WPI alumni with their alma mater through various media, including printed publications, e-newsletter, and Web site. – Update alumni with university and alumni news and events. • Inspire a renewed sense of pride in WPI. – Share the stories of alumni, faculty, and students who are making a difference in the world. Worcester Polytechnic Institute

Alumni Communications Team: • Charna Westervelt, Magazine Editor • Joan Killough-Miller, Alumni Editor Worcester Polytechnic Institute

Alumni Communications • Transformations (print and online) Worcester Polytechnic Institute

Alumni Communications • The Bridge Worcester Polytechnic Institute

University Communications Objectives: • Update and inform audience of WPI’s unique strengths and offerings through printed collateral, which have a look and feel consistent with our position as a national university • Communicate/ support WPI’s strategic priorities Worcester Polytechnic Institute

University Communications Team: • Charna Westervelt, Editor • Bonnie Mc. Crea, Production Manager • Peggy Isaacson, Copyeditor/Graphic Designer Worcester Polytechnic Institute

University Communications • • • Annual Report WPI At a Glance Boilerplate descriptions Guide books Graphic Identity Campus print pieces Worcester Polytechnic Institute

University Communications Graphic Identity • Ensure consistent use of official logo and seal in signage, banners, etc. • Review, update and distribute revised graphic identity guide with modified templates • Broaden the official color palette • Update campus kiosks Worcester Polytechnic Institute

University Communications Online Resources • Expand Template Library – Invitations --Newsletters – Brochures --Certificates – Flyers --Power Point – Letterhead • Maintain Vendor Resources Worcester Polytechnic Institute

University Communications Photography Database • Evaluate all photography needs and create new, up to date portfolio • Establish complete photo database and enable Web-based access for campus and outside designers • Explore integration with CMS • Establish copyright policies and terms of usage Worcester Polytechnic Institute

University Communications Editorial Style Guide • Basic guide for writers available at www. wpi. edu/+identity • Comprehensive style guide in development Worcester Polytechnic Institute

Web Communications/ Interactive Marketing Objectives: Tell the WPI story in an engaging manner • Direct users to information they need easily • Add engaging, interactive elements to WPI Web site • Implement CMS to move away from maintenance tasks Worcester Polytechnic Institute

Web Communications Team: Kim Allen Content Specialist Tara Myers Director, Marketing Nick Galotti Web Applications Developer Ann. Marie Nichols Interactive Designer Worcester Polytechnic Institute

Web Communications Kim Allen • Joined in September from Private Healthcare Systems • Many years experience in Web marketing and journalism • Northeastern University • Will focus on copy and new features for top-level sections of Web site Worcester Polytechnic Institute

Web Communications Nick Galotti • WPI’ 05 (CS) • Hired June 2006 • Experience consulting on applications • Worked as a student with the Web site • Primary responsibilities include CMS, Google search Worcester Polytechnic Institute

Web Communications Ann. Marie Nichols • Over five years experience in design • Designs for many firms, including EMC • Grad of Clark University’s graphic design program • Responsible for creating a dynamic look and feel throughout the WPI Web site Worcester Polytechnic Institute

Web Communications Re-Development of Website • Phase I: New staff hired • Phase II: Migration to CMS • Phase III: Re-design planning with community involvement, focus groups • Phase IV: Re-design, new content Worcester Polytechnic Institute

Web Communications Content Development System • Enables non-technical staff to update Web • More efficient, effective management of Web pages • Shift focus from maintenance to strategy Worcester Polytechnic Institute

Web Communications CMS Timeline • Migration of Academic Departments mostly complete • Administrative departments will be migrated next • Most will be migrated by end of year Worcester Polytechnic Institute

Web Communications Phase III: Planning • Discussion groups around Web site to be formed late fall • Focus groups with external and internal audiences • Recommendations for development of new design, new content, navigation Worcester Polytechnic Institute

Web Communications Re-Development of Web Pages • Re-design of pages • Add new content, video, blogs, etc • Expected completion mid-2007 • Interim changes such as Admissions Virtual Tour, some re-designs Worcester Polytechnic Institute

Enrollment Marketing Objectives: • Increase inquires to undergraduate admissions through targeted awareness programs • Ensure that university messages are consistent and integrated in all divisional marketing communications Worcester Polytechnic Institute

Enrollment Marketing Team: • Recruiting new Marketing Communications Specialist • Focus on undergraduate admissions marketing – Publications, email, marketing programs Worcester Polytechnic Institute

Enrollment Marketing Activities • Awareness activities • Prizm research • New publications, emails • Interactive Web site features – Virtual tour Worcester Polytechnic Institute

Business Development (Gateway) Objective: • Support business development efforts to attract life sciences companies to Gateway • Implement range of marketing tactics to increase overall awareness of Gateway as launching point for Worcester and for WPI Worcester Polytechnic Institute