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

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

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

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

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

Worcester Polytechnic Institute Today’s Program Research CommunicationsMike Dorsey Public Relations/Chris Hardwick Thought Leadership University/ Charna Westervelt Alumni Communications Bonnie McCrea 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 high- lighting 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 Professor Camesano conducts groundbreaking research on cranberry juice and E. coli News Release NEWS SERVICE Goes Over WiresProduces CoverageStory Appears on WPI Web Site THE WEB THE MAGAZINE The research will be part of a broader feature story in special research issue of Transformations OTHER Publications and presentation will be noted in research newsletter Research expertise will be highlighted in experts guide News stories can be developed for department Web site and newsletter Professor can be included in speakers bureau New results distributed to media

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 McCrea, 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 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: Tara Myers Director, Marketing Kim Allen Content Specialist Nick Galotti Web Applications Developer AnnMarie 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 AnnMarie 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, , marketing programs

Worcester Polytechnic Institute Enrollment Marketing Activities Awareness activities Prizm research New publications, s 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 Business Development: (Gateway) Team: Collaboration with WBDC Phillips Design/ Boston

Worcester Polytechnic Institute Business Development: (Gateway) Signage Logo/ Graphic Identity Website Sales Exhibit Media Relations

Worcester Polytechnic Institute Business Development (Gateway)

Worcester Polytechnic Institute

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