Marketing Institutional Marketing Institutional CapabilitiesCapabilities

Presenter

Dr. Amit Bando

Director, Technical Services Division

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Goal Oriented Marketing

• Effective Marketing

– Uses resources efficiently– Focuses on tangible results– Leads to successful transactions

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Develop Marketing Resources

• Review information on institutional capabilities and resources - prioritize

• Identify key capabilities and resources that can be accessed in the near term

• Develop an “Elevator Speech”

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Develop a Marketing Strategy

• An

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Identify the Audience

• Identify the different market segments

• Prioritize the market segments– Who has immediate needs?– Who can pay?– Other criteria?

• Determine the level of engagement for each segment

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Refine Marketing Material

• Develop a “layered approach”

– Build on initial Elevator Speech to develop different “pitches” for each market segment

– Design and produce marketing material• Print material• Web-site material• Audio-visual material• Other