Summer 2011
Marketing Info Template
Dear Faculty/Program/Course Director,
Summer programs at SU Abroad are numerous and diverse, and in our efforts to promote each
one in the best manner possible, I am asking that you complete the following form. This form
allows you to confirm basic information about your program/course that will be included in our
printed materials and make suggestions for improving our marketing strategy for this
program/course. While our communications team will ultimately confirm this language and any
images so that we ensure consistency with our overall marketing strategy, we welcome your
input.
Please return this form to Jill Ennis (jmennis@syr.edu) before end of July 12, 2010.
Thank you for your time and consideration.
Many thanks,
Tracy Zappola
MARKETING STRATEGY:
We typically employ an arsenal of promotional tools to properly market each summer program.
This strategy is defined by our marketing/communications team in consultation with the summer
staff, center directors, and faculty, and within the constraints of our marketing budget. All
programs will be highlighted in the preview brochure, summer program catalog (viewbook), and
on program web pages.
We can also design and arrange e-mail blasts (to SU and non-SU student and faculty listservs),
posters and information flyers or brochures, advertisements, information meetings, class visits,
and other marketing strategies. Please take a moment to suggest which tools you would
recommend that we use to reach the target audience proposed for your program/course:
This is my first time teaching a class for SU Abroad, so I will take your advice. At a
minimum, I think we would need e-mail blasts and a flyer. I am more than happy to do an
information meeting with interested students and to have them visit one of my other
classes.
PROGRAM DETAILS:
Country(ies): London
Program Title: Comparative Cultural Case Studies in Advertising/ ADV 300
2011 Dates: I need to confirm this with Sue Shane regarding travel/ housing etc. I assume
the course would coincide with the first summer session. As noted, this is my first SU
Abroad course, so I am not completely sure of dates.
(Please note that we define the program dates as the date that the program/housing officially
starts if no group flight is included in the program fee; otherwise it would be the date that the
flight departs. Same thing with the end date—the date housing ends or the date the group flight
returns.)
3 credits; No prerequisites (For
Newhouse advertising majors, by petition, this course can count as a required
critical issues course, replacing ADV 345).
Number of Credits (specify number if variable):
Note that text provided below may be edited for length, clarity, and style.
Preview: Brief 1- to 2-sentence program description for preview brochure:
This course takes a look at how competitive companies in different
geographies tackle similar advertising problems. It will highlight that similar
problems often require different solutions best suited for the cultures in which
the advertising appears.
Program Overview: 1- to 2-paragraph description for catalog description and website:
This course takes a look at how competitive companies in different
geographies tackle similar advertising problems. It will highlight that similar
problems often require different solutions best suited for the cultures in which
the advertising appears.
This course will help students take a global view of advertising. It will help
them understand how global issues need to be tackled based on local cultural
realities. It will also help them develop strong strategic skills for critical
comparison.
Academic Program 1 paragraph description (of the program’s academic focus/format) for
catalog description and website:
This program’s academic focus is on comparative problem solving. Students
will look at similar problems through different cultural and societal lenses.
They will explore multiple solutions to similar problems. The focus of this
course is advertising, but the comparative problem solving skills are cross
disciplinary.
Courses:
Department Prefix (list all approved cross-listings): ____________________________________
Course Number(s) (list all applicable undergraduate and graduate):
Title:_________________________________________________________________________
Number of Credits:______________________________________________________________
Faculty: Brief biographical paragraph for catalog description and website:
Brian Sheehan is an Associate Professor at the S.I. Newhouse School of Public
Communications at Syracuse University. He teaches courses in advertising,
advertising management and practice, and interactive advertising/e-branding.
Prior to his switch to academia in 2008, Brian spent 25 years with Saatchi &
Saatchi Advertising. After 5 years in Saatchi’s New York office, he spent the next
11 years overseas, working in Hong Kong, Tokyo, and Sydney. Most recently,
Brian was chairman and CEO of Team One advertising (a division of Saatchi &
Saatchi).
During his career, Brian has worked on many top national and international
brands, including Toyota, General Mills, Procter & Gamble, Hilton, British
Airways, IKEA, TIME, News Corporation, Bayer, DuPont, Sara Lee, Kodak, RitzCarlton, Castrol and Hewlett-Packard.
Brian continues his relationship with Saatchi & Saatchi as a consultant, and he
has consulted recently for a number of companies, including Petrobras, Brazil’s
national energy company. He is also an advisory board member of Fuhu, a
China-US based internet-software company, and Mission/Metrix, a digital
applications company.
We also welcome your suggestions for images. If you have photos from your program in a
previous summer, please e-mail them to Jill at jmennis@syr.edu. If you did not take the photo,
please obtain the photographer’s permission before sending them to us for publication. Photos
must be high-resolution for print, but low-resolution images may still be suitable for the website.
ADDITIONAL MARKETING MATERIALS (OPTIONAL):
SU Abroad’s marketing team will work with you to create program-specific pieces to
supplement viewbook, preview brochure, and website marketing. Because SU Abroad is widely
recognized as a top tier program in the field, we strongly encourage you to allow us to create
these pieces according to our existing templates so that they fit in line with the established SU
Abroad brand.
Please note that your school or college will be responsible for the cost of printing these
supplemental materials, so you will need to obtain your dean’s approval prior to submitting this
request. Estimates can be obtained if an approximate print quantity is provided.
Thumbnails and details about the templates for additional program-specific materials are
available on the supplemental marketing material form.
Please determine which piece(s) you’d like us to produce for your program, obtain your dean’s
permission for your college to incur the cost of production, and submit your request to Jill Ennis
at jmennis@syr.edu by August 15, 2010.
Once your request is received, Jill will contact you to supply text and images or image
suggestions for your program’s publication.