Promote...Or Perish

Two Different Approaches

Glenda Miley of Auburn University and Joanne Rotert of the University of Missouri-Columbia both make sure that doesn’t happen at their in-plants. They were part of a panel at this year’s IPMA conference that focussed on in-plant marketing techniques.

A systematic approach is taken by both of them. In Joanne’s case, she uses her marketing background to the department’s benefit. Glenda utilizes marketing talent through a student internship from Auburn’s School of Business. Although specific campaigns differ at each institution, established professional marketing principles are adhered to by both. Promotion is viewed as an annually planned strategy with specific goals. Some activities reinforce the departmental brand, while others track and measure responses.