Raising awareness of the Institute Institute workshop, April 10 th.

• Raising awareness of the Institute

• Institute workshop, April 10th

Institute workshop April 10th

Outline

I. What is marcom, how does it work?

II. Marketing versus marcom

III. Conclusions


I. Approach

• Marcom is a combination of marketing and communications

• Conventional marketing:


I. Approach

• Marcom does not look the same as conventional marketing

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I. Approach

• Marketing people and marcom people do not do the same job

• Marcom publishes information about our activities, puts us in context with the needs of our clients

• See further examples… (coverflow)


I. Approach

• Result: Marcom requires your support; information must be gathered before it can be published

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II. Marketing versus marcom

Marketing marcom

Focus Ourselves only Ourselves in relation to others; client needs

Content Products Activities and achievements

Style Strict guidelines Flexible to accommodate available content

Processes Marketing is an island Marcom is integrated with Institute activities


IV. Summary

• Marcom is a combination of marketing and communications

• Adopting the marcom approach has an impact on internal processes

• The more information you send the marcom team, the more marcom can support you


Thank you!

Dr. Tobe Freeman

Director of marketing and communications

www.SwissFinanceInstitute.ch


I. Approach

• How can we raise awareness about our activities?


I. Approach

• Combining marketing with communications


I. Approach

• Becoming visible on the web


I. Approach

• An advertisement for Sotheby’s


I. Approach

• Examples of how we can publish this information


I. Approach

• Marcom is a combination of marketing and public relations


I. Workshop topic: What are you trying to convince people?

• An example provided by Jean-Pierre: that our doctoral students get great faculty positions…

• … news about successful students can be published on our blog.

• Question: What would you like to convince people of?

• Benefit: would you like to know the full range of Institute activities?


I. Workshop topic: Where can I find information about SFI activities?

• Press releases

• The SFI blog

• On the website page containing press clippings

• …it is all published in English so it can be shared internationally


I. template

Raising awareness of the Institute Institute workshop, April 10 th.

Documents

Transcript of Raising awareness of the Institute Institute workshop, April 10 th.