Comprehensive communications planning/brand strategy/execution

In many cases, an institution’s best approach is to comprehensively assess all its audiences and marketing objectives before proceeding with particular marketing initiatives. Neustadt Creative Marketing will design a research process – incorporating a combination of quantitative and qualitative techniques – to provide a comprehensive assessment of an institution’s marketing objectives, audience priorities, and competitive situation.

The outcome of such an assessment is a comprehensive marketing plan with two main parts:

• An institutional brand strategy containing recommendations on themes, wording, and communications points to be made in publications, advertising, the Web, and all other communications vehicles
• A detailed plan for prioritizing major new communications initiatives to meet institutional goals

This marketing plan is generally conveyed in a final written report and also in a PowerPoint presentation delivered to institutional leadership and communications staff.

At the conclusion of the research and planning process, the institution can continue to work with Neustadt Creative Marketing on the implementation of the recommendations. We provide a full range of creative services for the development of institutional logos and identity systems, integrated admissions, and advancement communications programs. The client has the assurance that all projects connect with each other and that all thoroughly implement the marketing strategy.

Admissions strategy/execution

Institutions large and small come to Neustadt Creative Marketing to improve their admissions performance. We start with a research process that includes institutional, competitive, and market assessment. We then develop a comprehensive admissions marketing plan with recommendations on themes, wording, and communications points to be employed in admissions marketing; we also develop a detailed plan for how to use various communications vehicles in the admissions strategy. This plan is generally contained in a written report, plus a PowerPoint presentation.

At the conclusion of the research and planning process, the institution can continue to work with Neustadt Creative Marketing on the implementation of a new integrated admissions program. We provide a complete range of services, including Web- and print-based communications, or we can work exclusively on a single part of the admissions program – whatever best suits the client’s priorities and capacities.

Advancement strategy/execution

Neustadt Creative Marketing develops advancement communications plans that provide a solid foundation for major capital fundraising initiatives, while also looking toward next-generation donor cultivation and alumni  and friends communication. We start with a research process to assess audience perceptions and priorities, as well as existing advancement communications practices. The result is an advancement communications plan with recommendations on themes, wording, and communications points, and a detailed strategy for prioritizing projects in both quiet and public phases of campaigns. This plan is generally contained in a written report, plus a PowerPoint presentation.

At the conclusion of the project, the institution can choose to continue to work with Neustadt Creative Marketing with the implementation of the program through development of a campaign name and identity, case statement, video, Web site, annual fund program, magazine redesign, or any other advancement-related communications project.

Customized research and strategy

Because of our focus on tailored, client-centered research and strategy, Neustadt Creative Marketing is especially well-suited to special or singular situations in which high-quality marketing input is critical. Such cases might be

• Renaming an institution
• Launching a new school or program
• A major administrative reorganization

We will design a customized research protocol to survey all relevant audiences and arrive at the necessary level of buy-in and consensus for confidently moving forward. Findings and recommendations are generally conveyed in a final report delivered both in writing and as a PowerPoint presentation.

At the conclusion of the project, the institution can continue to work with Neustadt Creative Marketing on the development of whatever communications tools – program identity, direct-mail marketing program, Web site – are required to advance the new initiative.