Ever hang up the phone saying “what is Marketing thinking?” or leave a meeting saying “IT just doesn’t get this”. This presentation, put on jointly by IT and Marketing, will make you feel at home whether you care more about WYSIWG or CMYK. Sharing our lessons learned, success stories and failures, the talk will include topics that everyone can enjoy or loathe, including: - Web Design and Launch - Social Media - Micro-sites This presentation will add insight to your daily conversations with “the dark side”, from whichever perspective you share.

1. IT vs Marketing
Marty Laferriere
Chief Web Officer
@marty_lul
JP Rains
Manager, Digital Strategy
@JPLaurentian

2. IT vs Marketing
• Perspective
• Organizational goals
• Services
• How to work with the other side
– Tips to formulate your requests
• Best practices and examples of congruence

3. PERSPECTIVE

4. I.T didn't get the campaign
Marketing ≠ Advertising
Source: http://bgimarketing.com/

5. There's corruption in Marketing's theory
Called Information Technology, not Data
Technology

7. The reality

Marketing and I.T should conflict

Marketing → dreamers, outreach

I.T → engineers, problem solving

Bidirectional facultative symbiosis

9. Seeing things from the other side
• Understand and appreciate what you
don't know, internal gap analysis1

10. Seeing things from the other side
• Account for past experiences, remember
what worked, not what didn't2

11. Seeing things from the other side
• Ask about priorities, there is no wrong
answer3

12. Seeing things from the other side
• Leave room for innovation, don't settle
for status quo
“Insanity: doing the same thing over and
over again and expecting different
results.” - Albert Einstein
4

13. Organizational Goals - Marketing
• Typically reporting to VP, Marketing,
Communications, Advancement
• Increase brand awareness
• Support recruitment growth
• Donor cultivation
• Align brand throughout institution

15. Organizational Goals - IT
• Typically reporting to VP, Administration or
CIO office
• Information Architecture
• Integrity, consistency
• Standards, frameworks, best practices
• Support academic and administrative
endeavors using technology

16. Services
IT
•
Infrastructure
•
Communication and
collab tools
•
Data management
•
Service delivery
Marketing
•
Recruitment
•
Publications
•
Pitch Books
•
Advertising
•
Photos & Videos

17. Equation for success
If you remember your math...
M U IT = {x : x Є M or x Є IT} =
A union of all skillsets, not an intersection
AGENT OF
CHANGE.

18. Evolution

Instigators

19. Collaborating with IT
• Forget the “warm fuzzies”
• Pragmatic and PM approaches
• Appreciate institutional knowledge of IT
personnel
• Relate the intangible costs of campaigns and
cloud services
• Show flexibility of branding for tech

20. Collaborating with IT
• Sometimes the answer isn't ideal, WCAG/W3C
and other standards may change the user
experience.

21. Story time: International recruitment

IPv6, website visibility and foreign market SEO

22. Collaborating with Marketing
• They might be afraid of you
• Present ideas early and often
• Express how you think your initiative will help, but
don’t assume results
• Let them determine the creative
• Story time: HIPPO Design

23. Collaborating with Marketing
• Stages of a project
• Create shared goals
• Respect the brand
• Ask for more stock photos
• Timing is everything
• Story time: inspired by Alan Etkin

24. Who is doing it right?

29. Who else is doing it right?
Laurentian?

30. Initiatives
•
Creation of a “Web functional team”, not a
“web department”
•
New role, CWO and governance structure
•
Physical proximity of team
•
Leveraging the CMO capital/operating budgets
•
Responsive Web Strategy

Observe → Align → Respond

31. Summary
Be open about your projects
• Leave room for your collaborator to innovate
• Accept that you have the same goal(s) but
different methods
• Don’t let politics get in the way
• Strike a balance, reward successes (and
acknowledge failures!)

32. Questions
• Have you seen examples of great
collaboration?
• Do you have any experiences to share?
• Other pieces of advice?
Marty Laferriere
Chief Web Officer
@marty_lul
JP Rains
Manager, Digital
Strategy @JPLaurentian