WPI Marketing & Communications
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 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 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 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
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
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, 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
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
Worcester Polytechnic Institute
Three things in closing:
1. Share your stories with us
2. Spread the word
3. We’re all ambassadors
THANK YOU!!!!
Worcester Polytechnic Institute