For an internal evaluation of our communications operation, I’m seeking the wisdom of the crowd.
I’m looking for examples of institutions that are the best integrated marketing, and would welcome readers’ comments on this topic. For the purpose of this project, I’m using the BrandSavvy definition of integrated marketing, which is:
Integrated Marketing – coordination between a variety of communications and advertising to ensure the messages and imagery are consistently received by the greatest possible number of people across multiple venues.
For my research, I’ll be looking beyond the walls of academia. But knowing that many higher ed marketing experts read this blog, I’m looking for your insight. I’m looking for truly integrated marketing, meaning consistency of message in:
- admissions
- alumni relations
- athletics
- internal communications
- electronic marketing (not just web communications)
- PR and media relations
- brand identity
- graphic identity
So, if you would like to suggest a college or university you consider to be “best in class” in the realm of integrated marketing, please comment below and give me a reason or two why you believe this institution is best in class.
I look forward to hearing from you, and once I conduct some shirtsleeve research on this subject, I’ll be sure to post about it.
Thanks much.
Higher Ed Marketing 
Looking forward to seeing the results of this. Unfortunately, my university is not there yet.
I will throw Gettysburg College out there and see what people think. I think we have done a good job of “living our brand” in admissions/development marketing efforts. On the web, e-communications, print, etc…
http://www.gettysburg.edu
Eddie – I think a lot of us are far from integrated. You’re not alone.
Paul – Thanks for nominating Gettysburg. I must admit, you guys do have your act together on the web in terms of consistency of brand and identity. Good job!
I’d like to contribute Sweet Briar College (sbc.edu) and Goshen College (goshen.edu) for discussion. Hopefully you have the opportunity to view the offline executions as well.
Both institutions have done a wonderful job of ‘integrating’ messages (beyond the cosmetic), perhaps in part due to extensive initial discovery phases that laid the foundation for coherent campaigns. Goshen and Sweet Briar both embraced this research process, which included heavy introspection and an examination of audiences, resulting in a suite of ‘messages’ that were easily and authentically executed.
From my perspective (both institutions are clients of RHB/The Agency, so I’m likely a bit biased :), Goshen and Sweet Briar are truly embracing who they are and projecting as much.
I would like to suggest Florida International University (FIU) business school’s recent branding campaign.
It consisted of online (banners, Facebook ads, email blast), offline (billboard, radio, buses, bus stops, print) and grassroots (promoters) marketing focusing on the South Florida market.
The campaign was a teaser asking people “Are you an uncommon thinker?” and sending them to a specially designed website (www.uncommonthinkers.com) to experience the branding message.
I’d be happy to share more details with you…
Sam – Thanks for the ideas, and for the disclosure about your connection. ;) I’ll add both campuses to my list.
Luis – Thanks for nominating FIU’s business school, too. Although I’m looking for institution-wide integrated marketing (to include athletics, etc.) I’ll certainly keep this suggestion in mind. Sounds like a good campaign.