Develop and implement consistent external marketing communications through planning, execution and monitoring the brand that create efficiencies and effectiveness to futher the strength of the brand.
Objective
20% Of Communications Integrated
20% of communications (print, web,advertising) to have branding qualities thus integrated.
Action
Establish and publish logo guidelines
Study, evaluate and publish (on web site) the logo guidelines to assist branding effort.
Action
Style guide
Locate, create/develop style guide for SHSU print materials.
Objective
20% Of Communications Integrated
20% of communications (print, web,advertising) to have branding qualities thus integrated.
Action
Measure integrated communications
Count/measure the number of internal and external communications that have our integregrated words and or design elements.
Action
Evaluate communications
Evaluate through counting all internal and external communications that contain our integrated words or design elements.
Implement a quality mindset to continually improve external communications including marketing avenues of outdoor, newspaper, signage, radio and television.
Objective
20% Quality Improvement Of External Advertising
Improvement of quality in 20% of advertising communications.
Indicator
Enumerate External Advertising And Evaluate Quality
To review all placed advertisements for creative and content. Assign a rating to each placed ad and look for a 20% increase in quality.
To continually improve the quality of internally generated external communications including Heritage magazine, Kat Konnection and printed mailings
Objective
20% Of External Communications To Be Integrated
To measure the number of external communications with an integrated look, feel, flavor in an effort to build a strong brand image.
Indicator
Count External Marketing Communications. 20% Have An Integrated Component.
Count, or estimate external marketing communications, evaluate under guideline that 20% should have an integrated component.
Criterion
Observe integrated design element in 20% of communications.
Printed materials to have an integrated look. Brochures to have black banding. Logos to be used on designated pieces.
Finding
Need for integrated messages.
To increase impact of message, have same look & feel.
Action
Gather and evaluate branding efforts.
Gather and evaluate the use of branding qualities for integrated marketing communications.
Action
Uniform stationary to help branding effort.
Communicate/post accepted stationary shells on web site, to contribute to branding effort.
Objective
20% Of External Communications To Improve In Quality
To review the external communications including magazines, newsletters, brochures, invitations, etc and confirm a 20% improvement of quality through the creative process, materials and final product.
Indicator
Evaluate External Communications Seeking A 20% Improvement In Quality
Gather (in hard copy), list and assess external communications for time period. On a scale from 1-5, rate communication. Looking for year over year improvement of 20%
Criterion
Collect (in a physical form) and rate (on an 1-5 scale) external communications
Collect in a physical format all external communications. Rate on a scale of 1-5 for creative, content and presentation.
Action
Review and evaluate external communications
Gather, collect and review external communications. Rate in chronological order, looking for higher scores.
Action
Compare & contrast external communications
Gather, compare and contrast external communications. Rate for creative content, impact and brand message in chronological order looking for improved scores.
Action
Incorporate quality factors in communications
Incorporate quality factors including the design, the color, the texture,message, medium and environment of communications
Objective
20% Of Communications Integrated
20% of communications (print, web,advertising) to have branding qualities thus integrated.
Action
Establish and publish logo guidelines
Study, evaluate and publish (on web site) the logo guidelines to assist branding effort.
Action
Style guide
Locate, create/develop style guide for SHSU print materials.
Objective
20% Of Communications Integrated
20% of communications (print, web,advertising) to have branding qualities thus integrated.
Action
Measure integrated communications
Count/measure the number of internal and external communications that have our integregrated words and or design elements.
Action
Evaluate communications
Evaluate through counting all internal and external communications that contain our integrated words or design elements.
Goal
Retain/recruit Quality Staff
To keep the best and hardest working staffers. To match skill sets to tasks so that staffers have the best chance of success.
Objective
Perform Annual Reviews For Staff.
Perform annual review(s) for staff. Update job description(s), assess skill sets to tasks. Reorganize where necessary.
Indicator
Staff Evaluations With Numeric Ratings.
Annual staff reviews to include a numeric scale of key skills.
Criterion
Staff rating should be a 3.8/5.0 or above.
Staff is to be rated on a variety of criterion including skill set, work quality, work efficiencies and attitude. Success is a staff rating of 3.8/5.0
Action
Evaluate staff using a numeric scale.
Develop staff rating system to incorporate into annual review.
Goal
Fiscal Responsibility
To conduct the department with the utmost fiscal responsibility.
Objective
To Perform Within Budget.
To uphold the duties of the marketing department within the given financial resources.
Indicator
Measure Plus Or Minus By Line Item On Budget.
Measure how much under or over each line item in budget and percent of variance. Include line item analysis and overall budget analysis.
Criterion
Success defined as staying within budget.
After budget analyzation, review + or - percentages. Success is defined as staying within 10% of each line item and 3% of total budget.
Action
Monthly account balance analyzation.
Each month review by line item percent of monies allocated, spent and remaining. Compare remaining amount to remaining time in fiscal, to determine purchasing power.