Larry D. Lauer

Last week I discussed the use of task forces in integrated marketing. They are a key part of bringing marketing, organizational behavior and group dynamics into what many people think of as the public relations and advertising field. Action teams are also extremely powerful tools in creating the perception that an institution is stepping out and claiming new prominence as a leader in the world.

Action teams are useful in solving specific problems or in launching new initiatives, especially those with the potential of attracting widespread attention. A university might need to recover from an unfortunate institutional crisis, or is ready to unveil the results of a bold new strategic plan.  In either case, bringing the best thinking and most creative talent in the institution together to address the situation can be very powerful.

An effective action team is made up of the best talent in the institution no matter where they are located. They might be in central administration, or in fine arts, or even in athletics marketing. They can come from anywhere. The key is talent and creative thinking. First of all, it is helpful to have a person on board who knows the current research findings and can design a simple survey if needed.  You will also need an experienced strategic thinker and planner, a writer who can write concise copy after listening to planning discussions, a designer who can produce art that symbolizes ideas they helped develop, and a project manager who can put it all together into a plan of action.

You will also need to be able to pull these highly talented people off the job into a truly integrated and ongoing process. This most often will require the authority and support of the president.  Most action teams will not take up all of its member’s time, but they will need to be able to make this project their top priority for however long it takes.

I have found that well structured and facilitated action teams can be the most powerful tool in the integrated marketing toolbox. So the more you know about how to create them, and the more experience you can get in managing them, the more success you will have in putting your institution on the map.