University Business - July 2006 - (Page 27)

MARKETING Dear CMO A short letter from a college president to the school's chief marketing officer. By Robert A. Sevier This is the second in a two-column series. The first, published in May 2006, was an anonymous letter from a chief marketing officer to a college president. T H A N K YOU FOR YOUR recent letter. I do appreciate the thought that went into your com- ments and appreciate, too, the candor and sincerity with which they were presented. Like you, I want to make our marketing efforts as successful as possible. With that goal in mind, I would like to respond to some of your insights and offer some ob- I don't like surprises. One of your most important servations of my own. roles is to give me a heads-up about emerging issues. Your point about me being your spon- sor is an important one. I intuitively agree spent on marketing regardless of the Your comments about differentiation that this is a critical role for me. My chal- source mean fewer dollars spent on are helpful and timely. As you know, we lenge, and one that you need to under- academic programs. To help me make the are now working on our vision statement stand, is that while I am your sponsor, I am sometimes-political case for marketing, and we will soon begin to develop a new the sponsor of the other VPs as well. I will I would like you to prepare a brief that strategic plan. I agree that differentiation publicly support our marketing efforts. I looks at the following issues: is important but I have a question: How will run interference for you when neces-

Table of Contents for the Digital Edition of University Business - July 2006

College Index
Advisory Board
Company Index
Editor's Note
People Watch
Sense of Place
Stats Watcch
Human Resources
Future Shock
Money Matters
Community Colleges
Diamond in the Mudd
Higher Ed at the Crossroads
Property Values
The President Next Door
Good Medicine
The Outs (and Ins) of Facility Management
Business Technology
What's New
Calendar of Events
Direct Connect
End Note

University Business - July 2006