JANET(UK) MarketingJANET(UK) MarketingRussell NelsonRussell Nelson

This is not….This is not….

A text book approachA text book approach

It is my personal view ofIt is my personal view of

some things that worksome things that work and others that do notand others that do not

NREN Marketing Evolution NREN Marketing Evolution Structure PathStructure Path

Stage1) One person doing it allStage1) One person doing it all

Stage 2) Team doing it allStage 2) Team doing it all

Stage 3) Everyone does it – team Stage 3) Everyone does it – team facilitates/coordinatesfacilitates/coordinates

NREN Marketing EvolutionNREN Marketing EvolutionSales PathSales Path

Stage 1) InformationStage 1) Information

Stage 2) PersuasionStage 2) Persuasion

Embedded MarketingEmbedded Marketing

Get:Get: Buy inBuy in BudgetBudget

What works well?What works well?

Internal:Internal: Brand GuidelinesBrand Guidelines Editorial ControlEditorial Control WebsiteWebsite

External:External: PR AgencyPR Agency AwardsAwards

Brand GuidelinesBrand Guidelines

Identity Identity Logos Logos ColourColour Font Font Images Images Publications Publications Presentations Presentations Events and Exhibitions Events and Exhibitions

PolicyPolicy Publications Publications Media & PR Media & PR Online PolicyOnline Policy 3rd Party3rd Party ContactsContacts

Editorial ControlEditorial Control

Ensure appropriateness:Ensure appropriateness: PoliticalPolitical TechnicalTechnical GrammaticalGrammatical StylisticStylistic

but for the web……but for the web……

WebsiteWebsite

PR AgencyPR Agency

Monthly retainerMonthly retainer + special projects+ special projects

AwardsAwards

Major network upgradeMajor network upgrade ProcurementProcurement Shared ServiceShared Service

What does not work well?What does not work well?

Internal Balance?Internal Balance?

Next StepsNext Steps

Market ResearchMarket Research

Web 2.0Web 2.0

In SummaryIn Summary

Embed your marketingEmbed your marketing Chimp or champ?Chimp or champ?