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• Raising awareness of the Institute
• Institute workshop, April 10th
Outline
I.
II.
III.
What is marcom, how does it work?
Marketing versus marcom
Conclusions
Institute workshop April 10th
I. Approach
• Marcom is a combination of marketing
and communications
• Conventional marketing:
Institute workshop April 10th
I. Approach
• Marcom does not look the same as
conventional marketing
QuickTime™ and a
decompressor
are needed to see this picture.
Institute workshop April 10th
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)
Institute workshop April 10th
I. Approach
• Result: Marcom requires your support;
information must be gathered before it can be
published
QuickTime™ and a
decompressor
are needed to see this picture.
Institute workshop April 10th
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
Institute workshop April 10th
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
Institute workshop April 10th
Thank you!
Dr. Tobe Freeman
Director of marketing and communications
www.SwissFinanceInstitute.ch
Institute workshop April 10th
I. Approach
• How can we raise awareness about our activities?
Institute workshop April 10th
I. Approach
• How can we raise awareness about our activities?
Institute workshop April 10th
I. Approach
• How can we raise awareness about our activities?
Institute workshop April 10th
I. Approach
• Combining marketing with communications
Institute workshop April 10th
I. Approach
• Becoming visible on the web
Institute workshop April 10th
I. Approach
• An advertisement for Sotheby’s
Institute workshop April 10th
I. Approach
• Examples of how we can publish this information
Institute workshop April 10th
I. Approach
• Marcom is a combination of marketing and public relations
Institute workshop April 10th
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?
Institute workshop April 10th
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
Institute workshop April 10th
I. template
Institute workshop April 10th