Stamats' QuickTakes
Insights into Research, Strategic Planning, and Integrated Marketing for Colleges and Universities by Dr. Robert A. Sevier, Senior Vice President at Stamats (quicktakes@stamats.com)
Vol. 6, no. 5: 4 Cs for Team Selection
In this issue.
ON STRATEGY: FOLLOW THE 4 Cs FOR SELECTING TEAM MEMBERS
Most of you know by now that I am a big believer in effective teams (and, not surprisingly, not a big fan of committees). The next time you are assembling a team and looking for potential members, consider the 4 Cs (no, not those 4 Cs): character, commitment, chemistry, and competency.
First, character. Is this person honest? Can you trust them? Do they keep their word? Do they keep secrets? Or, will you always be waiting for the other shoe to drop?
Second, is this person committed to the team's primary objective or goal? If you are using a team to write an integrated marketing plan, is this person committed to integrated marketing and does he/she have a sense of how it will help the institution?
Third, chemistry. Will this person get along with other team members? Will he or she support the individual roles of the team members, including the team leader?
Finally, competency. Does this person bring a valued skillset to the team?
If potential candidates don't have the 4 Cs, then take a pass. Bringing someone on board without one of these essential qualities will only poison the team in the long run.
FREE INTEGRATED MARKETING PLAN REVIEW
In the last
issue of QuickTakes we talked about the difference between integrated
marketing and disintegrated marketing. We received quite a bit of feedback on
that topic so I would like to make a special offer. If you are a college president
or vice president and are interested in a verbal critique of your integrated
marketing plan, we would be glad to provide one free of charge. Drop Suzanne
an e-mail at suzanne.schloss@stamats.com
and she will make arrangements (with the first 10 respondents) to receive your
plan and schedule a follow-up conversation. Thanks. Bob
UPCOMING WHITE PAPER ON BUILDING A SUPERIOR TEAM
Later this
spring, we will publish a White Paper on how to build a superior administrative
team. We started thinking about this idea when a couple of presidents mentioned
that the economy, increased competition, and declining resources have caused
many colleges to rethink their approach to teambuilding. If you have any thoughts
on the subject, drop me an e-mail at bob.sevier@stamats.com.
I am particularly interested in new strategies for building teams and even how
the role of the senior administrative team has changed.
2003 NATIONAL ONLINE SURVEY OF RECRUITING & INTEGRATED MARKETING TRENDS & PRACTICES
Each year, Stamats hosts a national survey on recruiting and integrated marketing that covers such topics as:
This year, the survey is online. It should take 10-15 minutes to complete.
To fill out the survey please click on the following link: http://websurveyor.net/wsb.dll/9448/MarketingTrends.htm
If your e-mail system does not support links or you have problems starting the survey, please copy the URL into your browser to start the survey.
Everyone who completes the survey will get a copy of the Executive Summary. In addition, 10 participants will be randomly selected to receive a copy of Building a Brand That Matters.
A BRAND MARKETING LESSON FROM A SEATMATE
Eric Sickler, one of our principal consultants, recently sat next to a corporate executive from Krispy Kreme. And yes, noted Eric, he was packing donuts. In fact, the man mentioned that whenever he goes anywhere, he takes at least six dozen donuts and hands them out by the box. In return, he's been treated to complimentary dinners, airline upgrades, and an assortment of other goodies. A dozen donuts costs Krispy Kreme $.44.
The most fascinating part of the Krispy Kreme story is this: the corporate office spends just a little more than $500,000/year on "national marketing" which is basically peanuts. Yet last year, the company enjoyed $2.8 billion in media impressions due to product placements on TV shows, radio remotes, movies, and plays. The vast majority of those placements were NOT orchestrated or even initiated by Krispy Kreme. The product is so universally appreciated that producers, writers, directors, and celebrities seek out Krispy Kreme to weave into story plots and sets, talk shows schedules, and the like.
Says Eric, this is another arrow in the PR quiver. This approach, coupled with an undeniably good product has helped build a powerful, nearly self-sustaining brand.
A SURE WINNER FOR GETTING NOTICED
In an over-communicated society it is the rare message that gets noticed so when you find a promo strategy that works, well, it's priceless.
At the recent CASE III conference in Atlanta, I ran across one such strategy. It's from Field Crafts and its called BookWearŽ. Essentially, it involves compressing a T-shirt or golf shirt down to a package not much larger than a bar of soap (well, a big bar of soap) and wrapping a book-like cover around it. Both the T-shirt and the wrap are custom-designed (graphics and text) for each college. The result is a one-of-a-kind brick-of-a- message that cuts through the clutter and gets noticed.
According to promo material supplied by Field Crafts, BookWear has been successfully used by Cornell University, Ivy Tech, University of Michigan, Monmouth, Kalamazoo, Grove City, and dozens of other institutions. Not everyone, however, sent shirts. The Ohio State University used BookWear to send mesh laundry bags to prospective students.
BookWear mails like a postcard, just add an address, postage, and send it either first class or bulk.
Jack Gry, the Field Crafts rep, is ready to send a free sample to anyone who contacts him at 800-332-3131. Or check out the site at www.bookwear.net.
T-SHIRT EXCHANGE
I'm not sure where (sorry), but in a related story I recently heard about a college that twice yearly offered a T-shirt exchange. Current students could bring in T-shirts from other colleges and get a new shirt with their school name boldly emblazoned across the front. Not a bad way to help build a little brand consistency.
BUILDING
A BRAND THAT MATTERS
Bob Sevier has published a new book, Building a Brand That Matters: Helping Colleges and Universities Capitalize on the Four Essentials of a Block-Buster Brand. The book covers such topics as:
Information on the book, and its companion volume, Thinking Outside the Box, is available at the Strategy Publishing Web site: www.strategypublishing.com.
NEW CLIENTS
Stamats would like to welcome the following new (and returning) clients:
STAMATS SEMINAR SCHEDULE FOR 2003
Successful Interactive Media and Direct Marketing Integration to Make Your Job Easier
Additional conference details can be found at www.stamats.com/seminars. Please check the Web site often for changes in times or locations.
Marketing Communications Specialist
Moraine Valley Community College
Produce creative, informative, appropriate copy for college publications, print
and online, including video scripts, speeches, articles, Web pages, advertisements
and letters; edit/proofread publications, schedule advertising, and coordinate
production of selected college projects. Broad background in writing, interviewing
and information gathering, knowledge of effective marketing communications techniques
and strategies, strong organizational skills, and ability to manage multiple
priorities necessary. Excellent oral/written communications/interpersonal skills
with computer proficiency (Microsoft Word) required. A Bachelor's degree in
English, journalism, marketing, advertising or related field, with 3-5 years
experience in publications, marketing or newspaper/magazine writing, preferably
in an educational setting, required. Knowledge of Associated Press editorial
style essential. Portfolio required. Office of Human Resources, Moraine Valley
Community College, 10900 S. 88th Ave., Palos Hills, IL 60465. www.morainevalley.edu.
Communications and Creative Services
Director
Central Missouri State University
Central Missouri State University is seeking applicants for Director, Communications
& Creative Services. This position oversees the day-to-day communications efforts
of the university. Builds and maintains a team of communicators responsible
for media relations, internal campus communications, publications, graphic services
and photography. Provides campus-wide oversight, management and support in crisis
situations. Must submit cover letter, resume, and list of three references.
Call 660-543-4255 for further qualifications/application procedures or visit
our web site at www.cmsu.edu/HR. Send applications
to CMSU, Human Resources, ADM 101, Warrensburg MO 64093. Applications received
by March 31, 2003 will be given priority. Fax: 660-543-4200. AA/EEO/ADA.
If you have a short position description (100 words or less) you would like posted, please forward it on to brandy.huseman@stamats.com. There is no charge for this service. Job listings available online at Higher Educations Careers.
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Stamats QuickTakes is published by Stamats and is distributed to our clients and colleagues in higher education at no charge. Contents (c) 2003 by Stamats. Please feel free to forward copies of Stamats QuickTakes in its entirety to colleagues. Visit QuickTakes for past issues. To subscribe, reply to this e-mail, send your request to quicktakes@stamats.com, or visit QuickTakes.
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