Scalable Marketing Communication Laboratory


The SMC lab is focused on developing audiences for product and social marketing. As the scope of your business, brand, or campaign expands, marketing communication strategies need to adapt. The overarching goal is to create systems, processes, and strategies that can flexibly and effectively accommodate growth, changes in audience size, and evolving market conditions. The lab adheres to the following principles:

1. Personalization: Implementing personalized communication strategies that can be tailored to individual audience segments or even individual consumers, providing a more targeted and relevant messaging approach.

2. Content Marketing: Creating scalable content strategies that produce high-quality, relevant content for different stages of the consumer journey, catering to diverse audience segments.

3. Analytics and Insights: Incorporating analytics tools to measure the performance of marketing campaigns, gain insights into audience behavior, and make data-driven decisions to optimize communication strategies.

4. Multi-Channel Marketing: Engaging consumers across multiple channels seamlessly, ensuring a consistent brand message and experience as communication efforts expand.

5. Segmentation and Targeting: Implementing scalable segmentation and targeting strategies to divide the audience into meaningful groups and deliver tailored messages to specific segments.

6. Integration with Campaign Processes: Ensuring that marketing communication efforts are aligned with campaign processes, facilitating a cohesive consumer experience from awareness through to conversion.

7. Agile Marketing Practices: Adopting agile marketing methodologies that allow for quick adjustments and iterations in response to changing market conditions, ensuring adaptability at scale.

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John Christensen, Associate Professor
Mark Hamilton, Professor
Leslie Snyder, Professor Emerita
James Watt, Professor Emeritus