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2010-11 CIMMYT marketing plan

Author: Cutter, C.
Year: 2010
URI: http://hdl.handle.net/10883/687
Abstract: For the purposes of this document, consider the terms marketing, communicating, and branding to be synonyms. These verbs all refer to the actions which establish the personality or identity of CIMMYT with external audiences.CIMMYT’s core communication weakness is excess. Too much information, directed at too many audiences, too frequently. Our copy is wordy and jargon-filled. Our visual style is busy and cluttered. We are overly literal and descriptive. In trying to do too much, we create our own white noise. Our challenge is to re-organize CIMMYT communication without alienating existing audiences, including internal ones. Our task is to prioritize CIMMYT communication and devise ways to reach the audience which can best help us accomplish our goals. First, we must better organize ourselves and our communication. Prioritize. Synthesize. Simplify. Do fewer things better. Next, we must strive to communicate in a way that moves people. This plan offers a vision and a strategy for CIMMYT to meet these challenges and communicate in a more powerful way.
Format: PDF
Language: English
Publisher: CIMMYT
Copyright: CIMMYT manages Intellectual Assets as International Public Goods. The user is free to download, print, store and share this work. In case you want to translate or create any other derivative work and share or distribute such translation/derivative work, please contact CIMMYT-Knowledge-Center@cgiar.org indicating the work you want to use and the kind of use you intend; CIMMYT will contact you with the suitable license for that purpose.
Type: Brochure
Place of Publication: Mexico, DF (Mexico)
Pages: 17 pages
Agrovoc: MARKETING TECHNIQUES
Agrovoc: RESEARCH INSTITUTIONS
Agrovoc: RIGHT OF ACCESS
Agrovoc: RESEARCH
Agrovoc: PLANNING
Agrovoc: MARKETING TECHNIQUES
Agrovoc: RESEARCH INSTITUTIONS
Agrovoc: RIGHT OF ACCESS
Agrovoc: RESEARCH
Agrovoc: PLANNING


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