Download - 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
implementation
strategy
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.
benefits goals mix resources
productsmission SWOT competition market
implementation
strategy
CATALYST represents the Pratt DM Program to the greater public and increases the visibility and perceived value of the degree.
benefits goals mix resources
productsmission SWOT competition market
implementation
strategy
Current Products
Digital publication Blog
benefits goals mix resources
productsmission SWOT competition market
implementation
strategy
Printed publication
Future Products
Email distribution
benefits goals mix resources
productsmission SWOT competition market
implementation
strategy
Web site
Events
Strengths
+ Leadership+ Talent base (design and marketing)+ Pratt credibility+ Reputable contact base+ Alumni network+ Positive first impression+ Free+ Visually engaging
benefits goals mix resources
productsmission SWOT competition market
implementation
strategy
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
benefits goals mix resources
productsmission SWOT competition market
implementation
strategy
Opportunities
+ Social media+ Increasing digital access + Interest in social and eco responsibility + Leverage strategic partnerships+ Exposure from events
benefits goals mix resources
productsmission SWOT competition market
implementation
strategy
Threats
- Overload of similar content - Email overload- Copyright diligence - Tight budget - Established competition
benefits goals mix resources
productsmission SWOT competition market
implementation
strategy
Academic &Professional Journals
Consumer Magazines
Blogs & Web sites
benefits goals mix resources
productsmission SWOT competition market
implementation
strategy
Design leaders Business leaders
Digital
benefits goals mix resources
productsmission SWOT competition market
implementation
strategy
Business leaders
Social innovators
Design leaders
DM
Target
benefits goals mix resources
productsmission SWOT competition market
implementation
strategy
Segmentation
benefits goals mix resources
productsmission SWOT competition market
implementation
strategy
Ideal Segments*
*
benefits goals mix resources
productsmission SWOT competition market
implementation
strategy
Benefits Engaging, operational & accessible content
Strategy in Action
Visual Graphics
Related Resources
Related Blog Posts
benefits goals mix resources
productsmission SWOT competition market
implementation
strategy
Benefits
Continuous conversation & networking through the blog and events
benefits goals mix resources
productsmission SWOT competition market
implementation
strategy
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
benefits goals mix resources
productsmission SWOT competition market
implementation
strategy
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
benefits goals mix resources
productsmission SWOT competition market
implementation
strategy
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.
benefits goals mix resources
productsmission SWOT competition market
implementation
strategy
*
**
* 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
benefits goals mix resources
productsmission SWOT competition market
implementation
strategy
Business leaders NET Impact
TED
Social innovatorsNGO leaders
Policy Makers
Pratt
AIGA
IDSA
DMI
AIA
Design 21
Design leaders
DM
Partnerships
benefits goals mix resources
productsmission SWOT competition market
implementation
strategy
Personnel
benefits goals mix resources
productsmission SWOT competition market
implementation
strategy
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
benefits goals mix resources
productsmission SWOT competition market
implementation
strategy
Implementation
benefits goals mix resources
productsmission SWOT competition market
implementation
strategy
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
benefits goals mix resources
productsmission SWOT competition market
implementation
strategy
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!