Presentation on Integrated Marketing Communications by dwq67540


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									                               Integrated Marketing & Communications
                               “Brand” UW Oshkosh Development Timeline
                                                                                                                                                                                                                                                       May ‘07
                                                                                                                                            Dec. ‘06 – March ‘07                                                                            Launch of IMC Development                                 Sept. ‘07 – Jan. ‘08                                                                                                 Feb. ‘08                                                                                                             Winter ‘09
                                                                                                                                           Campuswide Survey of                 Feb. ‘07 – May ‘08                                               Project Teams (Web,                                    Search Web &                                                                                              Preliminary Investigation                             July ‘08                                                            “Brand” Champion
                                                                                                                                          Marketing Public Relations         Campuswide Inventory of                                          Internal Comm, In-House                                     New Media                      Alumni Relations Assessment &                                              of Aligning Web Site                          Budget Approved                                                           Committee / Team
                                                                                                                                           Activities & Resources            Marketing-PR Publications                                         Support, “Brand” UWO)                                 Development Manager                 Strategic Development Strategy                                                  to IMC Plan                         (Initiative Needs Round II)                                                     To Be Appointed
                                                                                                                           Oct. 30, ‘06
                                                                                                                      Search for Executive                                                                                               May ‘07                                                                                                                                                   May ‘08 – Aug. ‘08
                                                                          Summer ‘06                             Director Integrated Marketing                                                                                   First IMC Development                                                                                                                                         RFP Creative Expression of                                                          Sept. ‘08
                                                                                                                                                                                                                                                                                           Sept. ‘07
                                                 Initiative Funding        First Draft                              & Comm. Appointed                                                                                              e-Update Published                                                                                                                  Dec. ‘07                “Brand” UW Oshkosh                       June – July ‘08                       Appoint Contractor
                                                                                                                                                             Feb. – June ‘07                                                                                                              Second IMC                            Development of IMC
                                                 Allocated ($150K)       of Intergrated                                                                                                                                                                                                                                                                               Third IMC                                                    Review Recommendation                     “Brand” UW Oshkosh                         Dec. ‘08
                               Feb. ‘06                                                     Campus Forums                                                     UW Oshkosh                                                                                                             Development e-Update                         Budget To Create
                                                      (Round 1)          Marketing Plan                                                                                                                                                                                                                                                                         Development e-Update                                               of Content Management                      Creative Expression                 Launch of Institutional
                             Chancellor’s                                                 Regarding Draft Plan                                            Perception Analysis                                                                                 Project Teams Review         Published                           “Brand” UW Oshkosh
                                                                                                                                                                                                                                                                                                                                                                      Published                                                     System (CMS) Taskforce                       Development                      Web Site (Phase One)
                              IMC Team                                                                                                                                                                                                                        Current Development
                                                                                                             Sept. ‘06                                                                                                                                                                                                                                                                                                                                                                                 Sept. ‘08
                              Charge                                                                                                                                                                                                                           Recommendations,
                                              March ‘06         Summer ‘06                                Presentation to                                                                                                                                                                                          Review of IMC Team                                                                                                                                                             Development of
                                                                                                                                                                                                                                                                Report to Shared
                                             Research &        Campuswide                               Administrative Staff,      Review Update                                                                                                                                                                   Charge Progress To                                                                                                             Review of Current                              Institutional Photo                Jan. ‘09
                                                                                                                                                                                                                                                              Governance Groups
                                            Development     Discussion / Review                       Presentation to Colleges     Proposed IMC                                                                                                                                                                   Date, Recommendation                                            IMC Development                                                  Visual Identity                            Stock Portfolio (Appoint          Launch “Brand”
                                               Phase        of IMC Proposal                                 & Divisions             Development                                                                                                                                    July ‘07 –                         To Chancellor                                                Team Discharge                                                Guidelines / Refresh                         External Photographer)             UW Oshkosh
Development                                                                                                                           Timeline                                                                                                                                  Review Findings                                                                                                                                                                                                                                   (Phase One)

Operations                                                                                                                                                                                                                                                                                                                                              Assessment &
                                                                                                                                                                                        March – June ‘07                                            May ‘07                  Launch of Enhanced                                                        Development of                               Assessment                           May ‘08                                                                               Campus Workshops
                                                                                                                                                                                            Review of                                            Mercury 13:                  Client Services and                                                    Institutional Alumni                            of Online                     Launch of Engage                                                                               Continued
                                                                                                                                                            Feb. ‘07 – ‘08              Client Resources                     March ‘07         First-Ever Major                Creative Services                                                         “Magazine”                                  “Brand”                         (Print & Online)
                                                                                                                                                            Assessment of                  & Support                      Development &      Institutional Event                  (Phase One)     Research & Implementation                                             Restructure IMC               & Web                      Redesigned Alumni &
                                                                                                                                                             IMC Skillset                Infrastructure                Launch of Phase One   Promoted Through                                      Best Practices Related to                                            Operations Team                                        Constituent Communication                  Sept. ‘08
                                                                                                                                                               / Traits                                                 IMC Client Support Integrated Marketing,                                   Design and Publications                                           Development — Launch                                                                              Account Liason
                                                                                                                                                                                                                          (early adoptors)   Garnering National                                                                                                     Expanded Client Services                        Alumni Relations                                  Model Introduction
                                                                                                                                   Nov. ‘06 – Jan. ‘07                     Feb. – April ‘07      Review of External                           and International                                                                         Oct. ‘07 – Dec. ‘07                                                       Integrated with IMC,
                                                                                                                                     Assessment of                      Development of IMC        Communication                               Media Coverage.                                                                        Development Launch of                                                       Assess Alumni Support
                                                                                                                                 Resources & Operations                Operations Infrastructure     Channels                                                                                                                       UW Oshkosh Today – First                                                                                              Aug. ‘08                    Creation of “Brand”
                                                                                                                                                                                                                                                                                                                                  Comprehensive Online Campus                                                                                        IMC Early Adopters             UW Oshkosh Resources
                                                                                                                                                       Feb. ‘07                                             Review of Internal                               Dec. ‘06 – May ‘07                                                                                                      March – Sept. ‘08
                                                                                                                                                                                                                                                                                                                                  & Web 24-7 News & Information                                                                                                                    (Brand, Creative Services)
                                                                                                                                             Begin First-Ever, Year-long                                     Communication                                Development of Strategic                                                                                        Development & Launch of Client Services
                                                                                                                                                                                                                                                                                                                                    Resource (Media Relations             Phase Two — Expanded Creative Services
                                                                                                                                             Media and Public Relations                                         Channels                                 Media Relations Phase One
                                                                                                                                                                                                                                                                                                                                     Development Phase Two)
Key                                                                                                                                         Strategic Campaign To Raise                                                                                                                                                                                                   •   IMC Resource Web Site
                                                                                                                                            Awareness of the University’s                                                                                                                                                                                                 •   Account Liaison Team
      Link                                                                                                                                       Economic Impact in                                                                                                                                                                                                       •   Refreshed Visual Identity Guideline
      e-Update                                                                                                                               Northeastern Wisconsin                                                                                                                                                                                                       •   Refreshed Media Relations Guidelines
                                                                                                                                                                                                                                                                                                                                                                          •   Emergency Communication Guideline
      Presentation                                                                                                                                                                                                                                                                                                                                                        •   Workshops Developed
      Award-winning effort                                                                                                                                                                                                                                                                                                                                                •   Best Practices IMC
                                                                                                                                                                                                                                                                                                                                                                          •   Alumni Relations Support Expansion

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