Tuesday, February 16, 2010

Convergence and Marketing at LCC

It is always interesting to watch words come in and out of popular use in management theory. “Paradigm” and “synergy” are two examples which immediately come to mind. A word I have been hearing lately is “convergence”. According to Wikipedia (the authoritative source on all things trendy) “Convergence is the approach toward a definite value, a definite point, a common view or opinion, or toward a fixed or equilibrium state. In mathematics, it describes limiting behavior, particularly of an infinite sequence or series.” Branding is a lot about convergence – getting all the disparate parts of our communications, marketing, public relations, and student experience to converge around some very essential core brand values.
And, here in marketing, we are working to integrate all the tools in our marketing tool kit to converge in ways that make sense. One of the best examples of this is how we are starting to use video in our marketing and communications. A good video can reside in multiple locations – the LCC web site / program pages, our YouTube channel, and on LCCTV. All of these can help to build traffic to the other (though this may be an example of synergy, I like convergence better, and I’m sure not going to call this post “synergy and marketing at LCC”). Once we tie CRM into this equation, the potential for really effective marketing and communications is amazing.
I’m looking forward to seeing how far we can converge and synergize in the next six months. We are going to do some big time paradigm-shifting; should be fun.

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