Category: CASE

Liveblogging from CASE: ‘You 2.0,’ a 10-step program

As part of this morning’s CASE conference presentation on web 2.0, Karine Joly of CollegeWebEditor.com presented “10 steps to You 2.0,” or 10 ideas to help communications and marketing professionals get up to speed on the new web. Karine also posted the 10-step program on her site. It’s good advice — especially No. 10.

Karine and Joe Hice, associate vice president of marketing and public relations in the Office of University Relations at the University of Florida, presented a primer on the world and words of web 2.0, with another top 10 list of web 2.0 speak:

Blogs

Podcasts

Facebook

MySpace

LinkedIn

Wikipedia

Del.icio.us

RSS

YouTube

Flickr

I would add Technorati to the list.

Liveblogging from CASE: primal branding

Toward the end of his presentation this afternoon, Joe Hice referenced the work of Patrick Hanlon, the author of Primal Branding: Creating Zealots for Your Brand. I’d read a column about Hanlon’s work in a recent issue of Marketing News and was intrigued by the seven points of primal marketing, so I was happy to see someone applying these concepts in higher education. (Actually, a lot of us incorporate some of these concepts but probably not as effectively or as systematically as we could.)

According to Hanlon, great organizations have a “primal code” that creates passion in their customers (followers). (Here’s an interesting review that outlines the elements in detail.)The code consists of these seven elements:

  • A creation story. For Harley-Davidson (Hice’s example), the creation story is all about how H-D was born in a woodshed.
  • A creed. “We fulfill dreams” is H-D’s.
  • Icons. The Fatboy.
  • Rituals. The annual pilgrimage to Sturgis, S.D.
  • Pagans/Unbelievers. Those who ride Japanese motorcycles.
  • Sacred words. “HOG.”
  • A leader. Perhaps the CEO, or the company founder. For H-D, it’s Willie G. Davidson. For Apple, it’s Steve Jobs. For Microsoft, Bill Gates.

I’m curious whether anyone else in higher ed marketing is following the primal branding school of thought?