catalyst marketing plan

The mission of CATALYST Strategic Design Review is to stimulate thinking and

encourage conversation about the role of strategic design in defining and developing

an economically, socially and environmentally sustainable future.

benefits goals mix resources

productsmission SWOT competition market

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CATALYST content emphasizes the value of applying the creative design process to the solution of complex

challenges, which are often considered outside the

realm of traditional design disciplines.



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CATALYST represents the Pratt DM Program to the greater public and increases the visibility and perceived value of the degree.



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Current Products

Digital publication Blog



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Printed publication

Future Products

Email distribution



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Web site

Events

Strengths

+ Leadership+ Talent base (design and marketing)+ Pratt credibility+ Reputable contact base+ Alumni network+ Positive first impression+ Free+ Visually engaging



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Weaknesses

- Student time- Lack of resources - Varied editorial expertise- Little brand recognition - Unmanaged email distribution- Printed version unavailable to the public- Digital format not ideal for reading- Social and eco connection to strategic design can be stronger



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Opportunities

+ Social media+ Increasing digital access + Interest in social and eco responsibility + Leverage strategic partnerships+ Exposure from events



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Threats

- Overload of similar content - Email overload- Copyright diligence - Tight budget - Established competition



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Academic &Professional Journals

Consumer Magazines

Blogs & Web sites



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Design leaders Business leaders

Digital

Print



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Business leaders

Social innovators

Design leaders

DM

Target



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Segmentation



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Ideal Segments*

*



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Benefits Engaging, operational & accessible content

Strategy in Action

Visual Graphics

Related Resources

Related Blog Posts



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Benefits

Continuous conversation & networking through the blog and events



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Short Term Goals

Brand Awareness+ Sponsorship Donations+ Press Mentions+ Fans on Facebook+ Twitter and LinkedIn Followers

Readers+ Constant Contacts+ Blog+ Google Analytics+ Mygazine Analytics+ Purchases from MagCloud

Relevance+ Clicks to external resources+ Email forwarding+ Mentions on social media+ Repeat readership



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Long Term

2010 (yr2) + “CATALYST Conversation” events + Secure sponsorship + Launch CATALYSTsdr.com 2014 (yr5 + beyond) + "Redefining the Good Life" Survey + CATALYST conferences + Known as the “HBR” of strategic design



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Marketing MixProduct: content, blog, website, events

Pricing: free digital 20¢ per pg.

Placement: press,distro lists, pratt.edu

Promotion: partner orgs., social media, newsletter

Process: subscriptions, editorial calendar

Personnel: DM student volunteers,advisor, director

Plant: Pratt Manhattan,personal equipt.



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*

**

* Target Marketing Tools

Growth MethodsIssue 2+ Social Media Presence+ Constant Contact Subscription+ Email Distribution+ Presence on Pratt.edu

Issue 3+ Partner with Design Orgs+ Relationship with Press+ Commenting on other blogs+ Distribute Sponsor Packets+ Website launch

Issue 1 Issue 2 Issue 3

100%

25%

Readership Growth Goals



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Business leaders NET Impact

TED

Social innovatorsNGO leaders

Policy Makers

Pratt

AIGA

IDSA

DMI

AIA

Design 21

Design leaders

DM

Partnerships



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strategy

Personnel



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Cost per Issue $250 ShutterStock Subsc. (1mo.)

$40 MyFonts.com (2-3 fonts)

$90 Constant Contact (3mo.)

$300 MagCloud (~35 copies)

$290 Misc. Marketing Materials

$30 website Subscription

$5000 Scholarship

$6000 TotalBased on current DM discretionary budget



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Implementation



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Constant Contact subscription

Newsletter launched

Content on Pratt.edu

MagCloud availability

December 2009

Website development

Metrics recorded for Issue 2

Sponsorship packet content gathered

Additional Social Media outreach

Contact partner organizations

January 2010

Implementation



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Issue launch

Website launch

Event hosted

Compile list of potential sponsors

February

Sponsor outreach

Send subscription link to event attendees

Gather and analyze metrics from first 3 issues

March

Thanks!