This tutorial will explore an increasingly apparent need for marketing IT at higher education institutions.

Opportunities for students, faculty, and staff use of technology to enhance their academic endeavors are often missed because they are unaware of the services and resources available to them.

In times of tighter budgets, IT organizations cannot afford to let these opportunities be lost. Marketing can increase usage of technology in ways that significantly contribute to the integrity of the higher education institution. An increase of awareness and usage can result in clearer justification for IT expenses.

"Marketing Communications for IT" will help you to explore a marketing campaign that will work for your institution and for your IT organization. The tutorial will take you through an interactive process of launching a technology awareness campaign for your institution.

Information technology managers or directors with responsibilities in any of the following areas: front line services and tools, publications and promotions, special projects, or new technologies.

In this tutorial you will learn:

Why you should take marketing IT seriously

• Increase awareness and usage - justification for IT services
• External funding

Your Audience/s

• identifying
• assessing
• understanding
• reaching

Identifying your audience

• students, faculty, staff
• corporate partners
• alumni and other possible sponsors

Assessing the needs of your audience

• user surveys
• ongoing feedback mechanisms
• getting to know them

Understanding your audience

• motivations
• needs
• abilities
• constraints

Reaching your audience

• e-mail
• printed materials
• events
• one-on-one via each IT staff member

Assessing your Organization's Marketing Needs

• marketing a marketing paradigm within your IT org
• considerations such as: campus size, multiple campuses, size of IT staff, marketing expertise (or lack of)

Identifying (or developing) your marketing leadership Developing your message

• branding
• information success
• ongoing

Launching a technology awareness campaign

• purpose
• message
• budget
• staffing
• motivation
• promotions
• extending throughout the year
• keeping it fresh from year to year

Measuring your success

• surveys that both assess and inform
• turning survey results into action items

Turning marketing into ongoing adventure

• for your audience
• for your IT staff