Marketing and marketing strategy


Facilitated Planning

Many organizations are so caught up in the demands of the moment that they are unable to devote the time to thoughtfully build an integrated marketing plan. Luanne Lawrence has worked with many universities and companies  and built unique plans that guide their marketing efforts for three to five years. Each plan ties to the organization's strategic plan, revenue goals and aspirational targets, and consists of:

  • Carefully distilled mission, vision and core values
  • Baseline market research with project growth goals
  • Institutional goals and then department goals tied to advancing the entire organization
  • Content Strategy and Target Messaging Plan
  • Partners who are needed to achieve success
  • Budget projections
  • Implementation/Tactical strategies for each goal
  • Assessment approaches to be used each year to measure progress toward repetitional and revenue goals

Marketing Case Study: University of South Carolina

The University of South Carolina, an athletic powerhouse in the SEC, wanted to grow its academic reputation. With excellent programs ranging from aerospace to music and the top- ranked Darla Moore School of Business, the university was poised to stand out as an academic research institution. In 2011, USC rolled out its first integrated marketing campaign that took the university’s messaging to different audiences in different ways under the “No Limits” creative campaign. Introduced to encourage prospective students, current students and alumni to look deeper at USC and to explore its wide-range of offerings, the plan emphasized the role of Gamecocks as leaders in an economically-challenged state.  No Limits was built on the five-year Integrated Marketing Communications plan introduced in that same year. Both the plan and the campaign were the first institution-wide marketing efforts for the University.

Click on the link above and see how personalized the marketing planning for the University was. Even the color palette was tied to familiar and cherished resources of the state. This campaign demonstrated the University's public mission and dedication to the citizens of South Carolina while speaking to the academic and research successes of its students, faulty and alumni.