Reaching goals with integrated marketing
To succeed at integrated marketing, each college, school and unit must identify the audiences it wishes to influence and the goals it wishes to reach. This information is the key to getting the right messages in front of the most important audiences in the most effective manner possible.
Savvy marketing using the UC Davis brand framework can help colleges, schools and units reach their goals. The integrated marketing worksheet below can be used to assist in planning effective communications strategies.
If you have answered these questions and need help developing a plan, please contact the Marketing Office in University Communications. See the Case Studies section to learn about integrated marketing in action at UC Davis.
|What are the goals you wish to accomplish through the help of integrated marketing? [Answers should be specific and measurable]|
|Who are your audiences? [Limit to your MOST important audiences]|
|How can they be reached? [List all means, then determine venue(s) by ranking according to effectiveness and cost]|
|What are the messages?||See messaging section for specific message suggestions|
|Who are the people whose stories can inspire the audience?|
|With whom do I need to collaborate? [Often useful to create two groups: Approval Group and Inform Group]|
|How can I leverage the UC Davis brand?|