A brand is not createdor delivered by any one individual or group in the organization.
Vision Products Stakeholders Values Customers, Employees, Investors, Public Objectives Culture A brand strategy accounts for the total brand experience.Operations Resources Policies/ Reputation Constraints
No easy way to share ideas betweenfaculty, staff and visitors to the site.
•What communication problem Brand Strategyare we trying to solve? Questions•What perceptions and promisesset us apart from our competitorsin significant ways?•How is the competitionpositioning themselves?•What insight do we have into ourtarget audience?•How will we speak with our targetaudiences?
The McCombs Brand StandardsCreating a consistent appearanceand message across allcommunication channels.
GOALMove away from the solid blueMove away from the starSuggest university tie-inClean up text
How We Talk and Write About the SchoolThe University of Texas at Austin, a global community united in creating a newvision of leadership in higher education for the next generation of leaders, willhave more impact on changing the world than any institution of its kind. With adepth and diversity of assets unmatched by other universities, it drives economic,social and cultural progress as one of the worlds most powerful centers of learning,research and creativity.We developed five categories of brand characteristics.
Developing Message Strategies for Each Degree/Audience
Sample Page from 4-Page List of Features-Advantages-Benefits
McCombs Website 2011Rotating stories with focus onrelevant current topics—updatedtwice a week.Easier view of latest school news andevents open to public.Social media and interactive blog sites.
3. Selecting an audience and a purpose. (One example.)
University marketing and public relations is generally focused in three areas: Athletics— Alumni Pride— School “Brag”— focuses on narrow strong appeal to alumni, but self-centered with little frame of reference; not directly related to long-term engagement in school memories and academic teaching or lives of audience traditions learningSchool messages are often heavy on “marketing language” and narrowly focused topics. Engineer- Commun- Public Business Law Science Arts ing ications PolicyBut our alumni have varied lives and interests that bridge the narrow disciplines of the university. They have curiosity and interest in many areas, such as: Business, Technology Health, Fitness & Arts, Culture & Science & Discovery and Public Policy Wellness Entertainment Family, Childcare & Housing & Urban Religion & Investment Planning Philosophy
This is how our alumni consume But this is how a school talks to them.information about their life and career. Always the same topic, always with a Varied interests, topical subjects. focus on the school and the academic field.
We wanted to break the patternof always talking aboutourselves—and invite our alumnito turn back to the university tolearn and discuss things thatinterest them.
We Received Direction from Two Sections of the Dean’s Strategic Plan:1. Leadership in Business EducationAccessibility and Influence of Our Intellectual Capital: In addition to increasing thescope of our intellectual capital and efforts, more will be done to promote anddisseminate their output beyond the academic community. Therefore, we will modifyour communications efforts to make our academic research more accessible andconsequential in the realms of management practice and public policy. By harnessingour substantial communication talents and resources in this way, we can extend theinfluence of our intellectual capital.2. Engaged and Purposeful CommunityPurposeful Relationship: The goals of the McCombs School of Business can only beachieved with the broad support of engaged and purposeful alumni and benefactors.To ensure a high level of engagement, we will strive to develop life-long relationshipsof value to all our alumni and friends.
We looked to the example of Knowledge@Wharton, an online publication produced by the Wharton School. “We realized we had a gold mine of intellectual capital, but no one was mining, minting or circulating it.” Mukul Pandya Executive Director Knowledge@Wharton Editorial Business Infrastructure Policy communication Faculty channel Governing Research & Council influence Business Expertise Practice relationship channel Center Business Activities Opinion faculty incentives and support to engage
Knowledge @Wharton has a 10 Year History. Claims Over 1-million Subscribers • Research overviews drafted by freelance writers • Subscription model • Sponsors • Rich-media content • Major topic categories • Social media channels (Facebook, iTunes, etc.)
Our Core Purpose was to: Cultivate dialogue that benefits lives and enhances careers. 1 2 3 Discover Connect Popularize Joy of Learning Expertise Sharing Improve Accessibility of Mutual Respect Information Continuing Education Create a Community Curating Knowledge Give Real-World Individualized InsightsShedding Light on Ideas Context and Topics Translating to Understandable Terms Applying to Human Experience
Drawing on Expertise from Across Campus, Not Just at McCombs McCombs School of Business School of Architecture College of Communication IC2 Institute Cockrell School of Engineering College of Liberal Arts BUSINESS PRACTICE Jackson School of Geosciences INNOVATION & TECHNOLOGY & PRODUCT CREATIVITY DEVELOPMENT ECONOMIC & PUBLIC ENERGY & SUSTAINABILITY POLICY BUSINESS LAW & OVERSIGHT LBJ School of Public Affairs College of Natural Sciences School of Law College of Fine Arts College of Pharmacy School of Information Texas Materials Institute School of Social Work
Texas Enterprise Audiences 3. Texas-Based 4. Global1. McCombs Alumni 2. UT Alumni Online Business News Online Business News and 4. Prospective and Opinion Consumers Opinion Consumers Students (includes business press)McCombsTODAY.orgSchool SpiritCommunityOPEN MagazineAlumni NewsEvents, Insights TEXAS ENTERPRISE Knowledge Sharing Professional Events Expertise Community
Another Way to Look at Audiences AcademiaJournalism Business World
Social Momentum p=mvm=mass of member base v=amount of interaction
“I was excited aboutgetting people tointeract online, and thatwas the LAST thing tohappen. First, they gotinvolved in other Matt Genovese doo
Invitations to participate in professional networking events. Invitations to discover other kinds of school information. Invitations to engage invarious forms of social media. Invitations to blog and share expertise and opinion.
“The value can’t just bethe chance to gettogether. You have toanswer the questionwhat is the reason toparticipate.”a 5,000 member Matt launched online community in Austin
A network of professional experts from a variety of fieldsand disciplines (primarily UT alumni) who regularlycontribute content to Texas Enterprise on topics of thepractical application of business knowledge in the realworld. They blog, participate in surveys, give
Aha! Aha! Aha! Aha!Opinion Business Bloggers Spurring cross-talk and dialogue on topics raised by faculty, plus additional expert insights on relevant business topics.
We send regularemail updates to thebloggercommunity, withhints ontopics, bloggingtechniques andinvitations toparticipate with usin events.We want them tofeel valued andspecial…becausethey are!
Social media engagementrequires coordinated staff time. We don’t have dedicatedsocial media staff members.
Staff members often handle several different social media channels, posting commentsand links under their own name or under official school branded accounts. These samplesare all managed by Tracy Mueller, who also edits OPEN magazine for alumni.