Larry D. Lauer

This week I spoke to a gathering of university advancement professionals from the Big 12 Athletic Conference.  Most attending were from the fundraising or alumni relations areas of advancement, and so I was asked to offer an overview of how “integrated marketing” is different from traditional university relations.

I began by asking them if their university claimed to have an “integrated” marketing and communication operation. My question was prompted because I have been noticing lately that many universities using the term are not really providing truly integrated programs.  And in addition, some with the marketing title are only advertising directors. And still more are not actually practicing classic marketing. Rather too many are still merely sending out information about programs and services, just the same as institutions have been doing for years.

My message for the conference was that those professionals in fundraising and alumni relations without the support of a truly integrated marketing and communication operation were not being well severed.  Merely sending out information was only adding to information clutter, and the university was not likely benefiting very much from that.  In this digital age, more information clearly is not better. But the right information managed by a truly integrated operation does have the power to transform, no doubt about it.

So what does true integration require?

Transformative marketing and communication requires integration at three levels:  (1) Following the traditional marketing model of the “4 P’s,” program design and brand identity, pricing and discounting, distribution of the total experience and place, and strategic communication and promotion, must be planned and implemented simultaneously so that they all address the needs of the market.  (2) Preferred media must be used for each market segment and sent simultaneously and intensely in order to cut through the clutter. This multi-platform approach should be a combination of old and new media. And (3) carefully orchestrated group processes must be employed in order to get everyone “on the same page” with a common understanding of the institution’s competitive advantage. This will require using institution-wide task forces, carefully composed creative action teams, and other small groups, to clarify brand identity and test ideas.

This integrated approach to marketing and communication clearly can transform institutions. And for my audience this week it can bring strategic thinking, new technology, and facilitated group process to help improve donor loyalty and recognition, as well as to bring together professional programs, communities of interest, career services, events, enrichment courses, and much more,  into portals providing lifetime total university access.