Best Practices: MIT Messages

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Best Practices MIT Messages

• Marsha Sanders, Provosts Office
• Mary Leen, MIT Museum
• Paul Denning, Sloan School
• Mary Haller, Arts at MIT

Effective Messages Presentation, May 5, 2003
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Best Practices

• MIT Leadership Hal Abelson
• MIT Museum Mary Leen
• Sloan School Paul Denning
• Arts at MIT Mary Haller

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MITs Five Key Messages

• MIT makes a difference in the world
• MIT is leading the scientific and technological
  revolution
• MIT works together with othersacross fields,
  institutions, and national boundariesto shape
  the future
• MIT is a meritocracy egalitarian and accessible
• MIT is redefining its residential university
  experience and building a new sense of community

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MIT Leadership Hal Abelson

• MIT is leading the scientific and technological
  revolution
• Professor Hal Abelson
• Co-Chair of the Council on Educational Technology
  (CET), iCampus co-Director, EECS Professor,
  MacVicar Fellow

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Best Practices MIT Museum
Mary Leen, Acting Director
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The MIT Museum

• The MIT Museum is unique among university museums
  in its focus on the activities and achievements
  of the parent institution, particularly in the
  fields of science and technology.
• Positioning
• The museum dedicated to science and technology
  and their impact on society
• Introduction of hands-on, interactive
  experiences, and educational programs that foster
  learning by doing

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The MIT Museum

• The MIT Museum, working with MIT Facilities,
  recently completed a capital project to create a
  bold new entrance, façade and signage to be more
  visible and welcoming to the community.

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The MIT Museum Re-positioning

• A three-year campaign to re-position the museum
• Museum messages support two of MITs key
  messages
• MIT is leading the scientific and technological
  revolution
• MIT is redefining its residential university
  experience and building a new sense of community

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Ways we reinforce the messages

• A mission statement that is related to MITs
  mission
• Development of a long-range strategic plan
  involving the whole staff
• A new graphic identity and redesign of the
  website web.mit.edu/museum
• Remaking the building and museum space to be a
  destination for the community
• New ongoing exhibitions focusing on MIT innovation

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MIT Museum Mission Statement

• To document, interpret, and communicate to a
  diverse audience, the activities and
  achievements of the Massachusetts
  Institute of Technology and the worldwide impact
  of its innovation, particularly in the fields of
  science and technology and to enhance the spirit
  of community inside the Institute through the
  promotion of dialog both at MIT and between the
  Institute and the wider world.

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MIT Museum New Graphic Identity

• Consistent look-and-feel
• All stationery, public relations, and marketing
  materials
• Website http//web.mit.edu/museum
• Re-design of the building façade and construction
  of a new entrance

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MIT Museum New exhibits

• Major ongoing exhibitions show how MIT leads the
  scientific and technological revolution, from the
  Institutes founding to today
• Mind and HandThe Making of MIT Scientists and
  EngineersRobots and BeyondExploring
  Artificial Intelligence at MIT

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Visit me!
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Best Practices Sloan School
Paul Denning, Communications Co-Director
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Best Practices the goals

• MBA program wanted a strategic vision
• Goal was to define a distinctive value
  proposition to engender strong brand identity
• Ensure the vision drives operational decisions
• Define powerful and consistent message for
  delivery to the outside world/applicants

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Best Practices the process

• McKinsey Co. retained to do analysis of Sloans
  place in the market focus groups to determine
  public perception
• 4 value propositions developed by faculty/staff
• All were tested FOR EXCITEMENT, CREDIBILITY FOR
  SLOAN
• CLEAR WINNER (AND FACULTY/STAFF FAVORITE) The
  premier program for shaping innovative leaders
  who will create, redefine and build cutting edge
  products, markets and organizations

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Best Practices the results

• A new mission statement
• The mission of the MIT Sloan School of
  Management is to develop principled, innovative
  leaders who improve the world and to generate
  ideas that advance management practice.
• A marketing function was created to ensure
  consistent messages come out of the School
• Messages will differentiate Sloan from its
  competitors

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Best Practices the differentiators

• With Sloans vision defined, differentiators
  became clear
• Sloan specializes in teaching skills to innovate
• Sloan offers cross-disciplinary learning
  opportunities that play to MITs
  strengthsengineering, technology, innovation
• Sloan exposes students to cutting edge faculty
  research
• Sloans Career Development Office will specialize
  in relationships with innovative companies

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Best Practices the materials

Sloan Case Statement Cover
The Chronicle of Higher Education The New MBA
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Best Practices the materials

Sloan Viewbook Page
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Best Practices Office of the Arts
Mary Haller, Director
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Arts at MIT Positioning

• Position the arts at MIT, not just the Office of
  the Arts
• Whats special about the arts at MIT?
• They are flourishing in an Institute focused on
  science and technology
• The variety and excellence of MITs arts
  offerings
• Innovative emphasis on hands-on creativity and
  invention extends from sciences/engineering to
  the arts
• The people that make up MITs arts community

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The Arts at MIT People
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Arts at MIT Positioning continued

• An indicator of the way that MIT has changed
  contrast with image of the old MIT
• An integral part of MITs curriculum and
  community
• An appealing feature for prospective students,
  faculty, staff, and visitors

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Arts at MIT Audiences

• Prospective students
• MIT community students, faculty, staff
• MIT alumni
• Boston/Cambridge Community
• General public/press
• Donors/donor prospects

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Office of the Arts Audience Needs

• Prospective students
• Can I play my trumpet at MIT?
• MIT community/alumni
• What arts programs/events does MIT offer?
• Boston/Cambridge community
• What arts programs/events does MIT offer?
• How do I get to Killian Hall?
• General public/press/donors
• Arts? At MIT???

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Office of the Arts Purpose of Communications

• Raise awareness
• MIT is not only about science and engineering
• High caliber of arts programs and events
• Multi-talented, multi-dimensional people
• Participate at all levels
• Communicate value
• MIT is more than a specialized technical school
  for attending students the arts are valued here
• MIT offers an exciting, interesting, rich
  environment in which to study, teach and work

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Office of the Arts Purpose of Communications
continued

• Value to the Cambridge/Boston communitymost
  events are free and open to the public
• Stimulate action
• Apply to MIT
• Enroll at MIT
• Once you are here, participate in the arts be
  part of this fascinating community
• Attend MIT arts events
• Give to MITs arts programs

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Office of the Arts Messages

• MIT students are Renaissance kidstalented and
  interested in science/technology as well as
  arts/humanities creative
• I came to MIT for engineering and I found the
  arts
• Dont leave your trumpet at homeyou can use it
  here.

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Integrated Communications
Website
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Arts at MIT Brochure

Brochure
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Integrated Communications
Calendar
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Integrated Communications
Direct Mail Card
Preview Weekend Card