Developing Effective Messages by fjwuxn

VIEWS: 24 PAGES: 38

									Best Practices: MIT Messages

Marsha Sanders, Provost’s Office
Mary Leen, MIT Museum
Paul Denning, Sloan School
Mary Haller, Arts at MIT




                     Effective Messages Presentation, May 5, 2003

                                         MIT Key Messages: Best Practices
                                         May 5, 2003             Page 1
Best Practices
 MIT Leadership: Hal Abelson
 MIT Museum: Mary Leen
 Sloan School: Paul Denning
 Arts at MIT: Mary Haller




                                MIT Key Messages: Best Practices
                                May 5, 2003             Page 2
MIT’s Five Key Messages
 MIT makes a difference in the world
 MIT is leading the scientific and technological
  revolution
 MIT works together with others—across fields,
  institutions, and national boundaries—to shape the
  future
 MIT is a meritocracy: egalitarian and accessible
 MIT is redefining its residential university
  experience and building a new sense of community

                                   MIT Key Messages: Best Practices
                                   May 5, 2003             Page 3
MIT Leadership: Hal Abelson
 “MIT is leading the scientific and technological
  revolution”
 Professor Hal Abelson
    Co-Chair of the Council on Educational Technology (CET),
     iCampus co-Director, EECS Professor, MacVicar Fellow




                                           MIT Key Messages: Best Practices
                                           May 5, 2003             Page 4
Best Practices: MIT Museum


Mary Leen, Acting Director




                             MIT Key Messages: Best Practices
                             May 5, 2003             Page 5
The MIT Museum
 The MIT Museum is unique among university
 museums in its focus on the activities and
 achievements of the parent institution, particularly in
 the fields of science and technology.
 Positioning
    The museum dedicated to science and technology and their
     impact on society

    Introduction of hands-on, interactive experiences, and
     educational programs that foster learning by doing



                                              MIT Key Messages: Best Practices
                                              May 5, 2003             Page 6
The MIT Museum
 The MIT Museum, working with MIT Facilities,
 recently completed a capital project to create a bold
 new entrance, façade and signage to be more visible
 and welcoming to the community.




                                        MIT Key Messages: Best Practices
                                        May 5, 2003             Page 7
The MIT Museum: Re-positioning
 A three-year campaign to re-position the museum
 Museum messages support two of MIT’s key
 messages:
    MIT is leading the scientific and technological
     revolution
    MIT is redefining its residential university experience
     and building a new sense of community




                                        MIT Key Messages: Best Practices
                                        May 5, 2003             Page 8
Ways we reinforce the messages
 A mission statement that is related to MIT’s
 mission
 Development of a long-range strategic plan
 involving the whole staff
 A new graphic identity and redesign of the
 website: web.mit.edu/museum
 Remaking the building and museum space to be a
 destination for the community
 New ongoing exhibitions focusing on MIT
 innovation
                                   MIT Key Messages: Best Practices
                                   May 5, 2003             Page 9
MIT Museum: Mission Statement
   To document, interpret, and communicate
                to a diverse audience,
       the activities and achievements of the
       Massachusetts Institute of Technology
    and the worldwide impact of its innovation,
particularly in the fields of science and technology;
and to enhance the spirit of community inside the
 Institute through the promotion of dialog both at
           MIT and between the Institute
                 and the wider world.


                                    MIT Key Messages: Best Practices
                                    May 5, 2003             Page 10
MIT Museum: New Graphic Identity
 Consistent look-and-feel
    All stationery, public relations, and marketing
     materials
    Website: http://web.mit.edu/museum
    Re-design of the building façade and construction
     of a new entrance




                                        MIT Key Messages: Best Practices
                                        May 5, 2003             Page 11
MIT Key Messages: Best Practices
May 5, 2003             Page 12
MIT Key Messages: Best Practices
May 5, 2003             Page 13
MIT Key Messages: Best Practices
May 5, 2003             Page 14
MIT Museum: New exhibits
 Major ongoing exhibitions show how MIT
 leads the scientific and technological
 revolution, from the Institute’s founding to
 today

                Mind and Hand:
     The Making of MIT Scientists and Engineers

                 Robots and Beyond:
        Exploring Artificial Intelligence at MIT


                                      MIT Key Messages: Best Practices
                                      May 5, 2003             Page 15
MIT Key Messages: Best Practices
May 5, 2003             Page 16
MIT Key Messages: Best Practices
May 5, 2003             Page 17
Visit me!




 MIT Key Messages: Best Practices
 May 5, 2003             Page 18
Best Practices: Sloan School


Paul Denning, Communications Co-Director




                                   MIT Key Messages: Best Practices
                                   May 5, 2003             Page 19
Best Practices: the goals
 MBA program wanted a strategic vision
 Goal was to define a distinctive value
 proposition to engender strong brand identity
 Ensure the vision drives operational decisions
 Define powerful and consistent message for
 delivery to the outside world/applicants




                                   MIT Key Messages: Best Practices
                                   May 5, 2003             Page 20
Best Practices: the process
   McKinsey & Co. retained to do analysis of
    Sloan’s place in the market – focus groups to
    determine public perception
   4 value propositions developed by faculty/staff
   All were tested FOR EXCITEMENT,
    CREDIBILITY FOR SLOAN
   CLEAR WINNER (AND FACULTY/STAFF
    FAVORITE): ―The premier program for
    shaping innovative leaders who will create,
    redefine and build cutting edge products,
    markets and organizations‖
                                    MIT Key Messages: Best Practices
                                    May 5, 2003             Page 21
Best Practices: the results
 A new mission statement:
 The mission of the MIT Sloan School of
 Management is to develop principled,
 innovative leaders who improve the world
 and to generate ideas that advance
 management practice.
 A marketing function was created to ensure
 consistent messages come out of the School
 Messages will differentiate Sloan from its
 competitors
                                   MIT Key Messages: Best Practices
                                   May 5, 2003             Page 22
Best Practices: the differentiators
    With Sloan’s vision defined, differentiators
     became clear:
      Sloan specializes in teaching skills to innovate
      Sloan offers cross-disciplinary learning opportunities
       that play to MIT’s strengths—engineering,
       technology, innovation
      Sloan exposes students to cutting edge faculty
       research
      Sloan’s Career Development Office will specialize in
       relationships with innovative companies

                                       MIT Key Messages: Best Practices
                                       May 5, 2003             Page 23
Best Practices: the materials
              Sloan Case Statement Cover




                The Chronicle of Higher Education: The New MBA

                                 MIT Key Messages: Best Practices
                                 May 5, 2003             Page 24
Best Practices: the materials
                 Sloan Viewbook Page




                             MIT Key Messages: Best Practices
                             May 5, 2003             Page 25
Best Practices: Office of the Arts


Mary Haller, Director




                        MIT Key Messages: Best Practices
                        May 5, 2003             Page 26
Arts at MIT: Positioning
 Position the arts at MIT, not just the Office of the
 Arts
 What’s special about the arts at MIT?
    They are flourishing in an Institute focused on science
     and technology
    The variety and excellence of MIT’s arts offerings
    Innovative; emphasis on hands-on creativity and
     invention extends from sciences/engineering to the
     arts
    The people that make up MIT’s arts community

                                        MIT Key Messages: Best Practices
                                        May 5, 2003             Page 27
The Arts at MIT: People




                          MIT Key Messages: Best Practices
                          May 5, 2003             Page 28
Arts at MIT: Positioning                      continued


 An indicator of the way that MIT has changed;
 contrast with image of the ―old‖ MIT
 An integral part of MIT’s curriculum and
 community
 An appealing feature for prospective students,
 faculty, staff, and visitors




                                  MIT Key Messages: Best Practices
                                  May 5, 2003             Page 29
Arts at MIT: Audiences
 Prospective students
 MIT community: students, faculty, staff
 MIT alumni
 Boston/Cambridge Community
 General public/press
 Donors/donor prospects



                                  MIT Key Messages: Best Practices
                                  May 5, 2003             Page 30
Office of the Arts: Audience Needs
 Prospective students
    ―Can I play my trumpet at MIT?‖
 MIT community/alumni
    What arts programs/events does MIT offer?
 Boston/Cambridge community
    What arts programs/events does MIT offer?
    ―How do I get to Killian Hall?‖
 General public/press/donors
    ―Arts? At MIT???‖
                                       MIT Key Messages: Best Practices
                                       May 5, 2003             Page 31
Office of the Arts:
Purpose of Communications
 Raise awareness
     MIT is not only about science and engineering
     High caliber of arts programs and events
     Multi-talented, multi-dimensional people
     Participate at all levels
 Communicate value
   MIT is more than a specialized technical school for
    attending students; the arts are valued here
   MIT offers an exciting, interesting, rich
    environment in which to study, teach and work
                                       MIT Key Messages: Best Practices
                                       May 5, 2003             Page 32
Office of the Arts:
Purpose of Communications                                 continued

    Value to the Cambridge/Boston community—most
     events are free and open to the public
 Stimulate action
    Apply to MIT
    Enroll at MIT
    Once you are here, participate in the arts; be part of
     this fascinating community
    Attend MIT arts events
    Give $$ to MIT’s arts programs



                                         MIT Key Messages: Best Practices
                                         May 5, 2003             Page 33
Office of the Arts: Messages
 MIT students are ―Renaissance kids‖—talented
 and interested in science/technology as well as
 arts/humanities; creative
 ―I came to MIT for engineering and I found the
 arts‖
 ―Don’t leave your trumpet at home…you can
 use it here.‖




                                  MIT Key Messages: Best Practices
                                  May 5, 2003             Page 34
Integrated Communications
                             Website




                     MIT Key Messages: Best Practices
                     May 5, 2003             Page 35
Arts at MIT Brochure
                       Brochure




                         MIT Key Messages: Best Practices
                         May 5, 2003             Page 36
Integrated Communications
                         Calendar




                     MIT Key Messages: Best Practices
                     May 5, 2003             Page 37
Integrated Communications
                         Direct Mail Card




  Preview Weekend Card


                                   MIT Key Messages: Best Practices
                                   May 5, 2003             Page 38

								
To top