Reaching goals with integrated marketing

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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.

Integrated marketing worksheet
QuestionSample Answers
What are the goals you wish to accomplish through the help of integrated marketing? [Answers should be specific and measurable]
  • Meet student recruitment goals
  • Increased fundraising success
  • Increase attendance at an event
  • Forge successful partnerships
  • Increase staff compliance with university policies
Who are your audiences? [Limit to your MOST important audiences]
  • Academically qualified students who have shown an interest in the environment
  • Prospective donors who care about breast cancer research
  • High school/community college counselors
  • Staff members with children
  • Alumni in the San Francisco Bay area
How can they be reached? [List all means, then determine venue(s) by ranking according to effectiveness and cost]
  • Direct mail
  • Social media (e.g., iTunes U, Facebook, YouTube)
  • Existing channels produced within the university (e.g., admissions publications, UC Davis Magazine, Campus Facebook page, etc.)
  • Events (either UC Davis or external)
  • Personal contact
What are the messages?See messaging section for specific message suggestions
Who are the people whose stories can inspire the audience?
  • Food science faculty
  • Students from Southern California
  • Longtime donors
  • Staff who work outdoors
With whom do I need to collaborate? [Often useful to create two groups: Approval Group and Inform Group]
  • Development personnel
  • Undergraduate Admissions
  • University Communications
  • Cal Aggie Alumni Association
  • Academic leaders
  • Others who are reaching the same audiences
How can I leverage the UC Davis brand?
  • Use goal-oriented communications strategies
  • Conform to logo/identity system guidelines
  • Collaborate with other campus units with shared audiences/goals
  • Keep University Communications informed while communications strategies are being developed and while communications initiatives are in progress