Disclaimer: This text is based on Harvard Business School article about “Integrated Marketing Communications” (HBS No. 599-087, June 2000) where 6Ms for communications planning are identified.
You have certainly encountered the Integrated marketing communication in your professional development and this knowledge now will become useful to analyze 6Ms and to make your MUN unforgettable both for your organizing team and all stakeholders you are liaising with.
And here there are, our 6Ms which are pivotal in our communication planning:
Market – Who is the audience to whom we communicate?
Mission – What is the goal of our communication?
Message – What are the specific points that need to be communicated?
Media – What are the channels we can use to convey our message?
Money – How much money will we spend in our communication endeavors?
Measurement – How will we evaluate the impact after our campaigns?
We would most intensely communicate the value of our MUN before and during our conference. Hence, 6Ms are to be used to a greatest extent in those times. However, MUNs and other conferences that can be scalable and that got more professional will also use this framework in “quieter times” in order to prepare for a new conference season.
According to HBS framework, it is best to analyze how the first three Ms (Market, Mission, Message) are aligned with the strategic goals of the communication campaign, i.e. “Who is being targeted for the impact? What is the desired impact on the target? What is the message you want to share?”As MUN organiser, you might target the different age or professional segments, you might have a soft spot for certain regions and you want attendees from some countries to visit your MUN in bigger numbers so that you can start a more intense academic exchange or you can show your visitors a touristic potential of your country. There are no clear-cut rules which segments you will target and this might vary even from year to year as organizers in your MUN team change.
The Mission of your MUN is elaborated in the text Conference, Sightseeing, Parties, what is your MUN about? And it might also vary to a certain extent. Gradually, as your MUN develops identity, people will start to understand, even intuitively, that your MUN provides the outstanding public speaking skills or that your network supports extremely versatile careers: from international relations to investment banking. Your next step then will be to ensure that the message you share is consistent, trustworthy and appropriate both for the stakeholders who craft your MUN with you and for those who got targeted and who bought into your MUN Mission.
Next, we mentioned how media are important for your Integrated communication strategy in this text, as well: Successful MUN Marketing is not a Matter of Chance. Once your own or your partners’ media channels are utilized significantly, and you have built the positive attitude about your MUN, you may continue with different trails, or test drives that will encourage experiencing your MUN. The repetition of this chain can often become very useful.
In terms of Money you will invest to advertise your Model UN appropriately, the good news is that you can rely on guerilla marketing which is usually more creative than expensive and aimed at your young and ambitious audience. Moreover, since you prepare a non-profit product, i.e. educational international conference many newspapers and media will be interested to cover your story, especially if you nurture long-term relationships with them year after year. In addition to this, any sponsorship you receive from your partner companies will be valuable for improving the content of your conference, if not expanding your further marketing budget primarily.
In the end, you have to Measure how successful your marketing efforts got. As long as you set a specific target, it will be much easier to evaluate your promotional activities, no matter if they were about gathering more fans on facebook, closing several crucial corporate partnerships or winning several articles in leading magazines in your country. Finally, do not forget that your marketing endeavours must bring measurable and visible results in the better quality of your conference and in the more solid conference foundations for the next year. So, good luck with marketing your MUN in an integrated manner!
Cover Image: Bclik