Your SlideShare is downloading. ×
  • Like
Review of marketing at u of nebr. kearney 2005 2011
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Now you can save presentations on your phone or tablet

Available for both IPhone and Android

Text the download link to your phone

Standard text messaging rates apply

Review of marketing at u of nebr. kearney 2005 2011

  • 105 views
Published

A Review of marketing strategy at University of Nebraska at Kearney from 2005 to 2011. Presented by Curt Carlson, Vice Chancellor for University Relations, to the Enrollment Management Committee

A Review of marketing strategy at University of Nebraska at Kearney from 2005 to 2011. Presented by Curt Carlson, Vice Chancellor for University Relations, to the Enrollment Management Committee

Published in Education
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
105
On SlideShare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
1
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. A Marketing Review Status of Marketing at UNK and  A Proposal for Moving Forward Presented to Enrollment Management CouncilBy Curt Carlson, VCUR and Chair of Marketing Team May 19, 2011
  • 2. Situation in Summer‐Fall, 2005• UNK Strategic planning underway• “Don’t Forget Kearney” campaign• Varner Hall research: 35% no knowledge of  UNK• “New” website not satisfactory according to  students and faculty
  • 3. 2005‐2006• University Relations Advisory Committee• Consensus decision to create new campus icon, a  la UNL’s “N”• Launched year‐long campus‐wide branding  project• URAC selected Malcolm Grear Associates  (Providence, RI) to conduct research, design  graphic standards and campus icon.
  • 4. 2006‐2007• UNK Strategic Plan, Phase I completed: Included  Goals to: – Continue to improve UNK marketing – Promote UNK strengths – Increase visibility in areas where populations are  growing. • Marketing Advisory Council established in  January, sets goal of advertising campaign for  year
  • 5. 2006‐2007• Statewide broadcast‐print‐outdoor ad  campaign launched in February‐March  featuring theme of “Scholarship,  Achievement, Community” using the tagline,  “Choose Nebraska‐Kearney.”• Campaign also featured UNK‐branded station  ID’s in Lincoln and Omaha.
  • 6. • Insert visual here of station id slide from  10/11 campaign
  • 7. 2006‐2007• UR Phase II Strategic Plan, top priority  initiative: To develop a coordinated university  marketing campaign designed to motivate  prospective students and their influencers in  all categories of enrollment to inquire about  UNK and formally enter the prospect pool.• Goal to increase from 8,000 to 10,000
  • 8. 2006‐2007• Concluding  Report of First  Phase of UNK  Identity Audit  and Analysis
  • 9. GOALS AND VISION• UNK wants to become a “destination  institution” not only for Nebraska residents,  but for those in neighboring states, across the  country, and indeed around the world.• UNK plans to stabilize growth, steadily  increasing enrollment and attracting the  highest quality faculty to live and work in  Kearney.• Successfully compete for funds in both the  University of Nebraska system and the  greater civic arena.• Elevate UNK’s reputation in terms of  academic excellence, achievement, quality,  and community.• The identity should clearly distinguish UNK — within the NU system and among the top  institutions of higher education across the  region.
  • 10. OBSERVATIONS AND ASPIRATIONS• UNK should become an international focal point  for academic and cultural exchange. By  enhancing UNK’s public perception and  awareness, Kearney’s geographic location would  become less of an obstacle, and more of a valued  asset.• UNK should certainly build upon its history for  producing outstanding teachers, while at the  same time, broadening its reputation to include  leadership and achievements in research,  technology, business, art and design, athletics,  community service, professional placement and  other relevant areas. • As growth occurs UNK must maintain the high  standards and the personal, hands‐on  characteristics of the UNK educational  experience. These qualities are core to UNK’s identity, and they must be guarded even as  change is achieved.
  • 11. BRAND NAMING RECOGNITION• A critical part of this process is understanding  how people (i.e. students, parents, faculty,  and the general public) commonly refer to  the University by name. We agreed that the  existing formal name, University of Nebraska  at Kearney, remains the most appropriate  name for the University, especially at it  relates to the existing University of Nebraska  identity system. However, in the development  of the campus icon, it is important to consider  how people most often identify the University.  Through our discussions, it is clear that the  initials “UNK” have become synonymous with  the University of Nebraska at Kearney. There  seems to be a certain level of recognition in  this short and easy‐to‐recall name. There is  also a strong affinity for the athletic mascot,  the Loper, within the UNK community and we  will consider how it can relate to the new  icon. 
  • 12. COLOR PALETTE• There is agreement that the color red  “belongs” to the University of Nebraska at  Lincoln (i.e. “go Big Red,” etc.). UNK has a  strong investment (through its history,  athletics, and ties to Kearney) to its blue and  yellow (sometimes gold) colors. We intend to  work with these colors and may refine their  recommended use and/or extend the palette  to include a family of colors to support the  UNK campus identity.
  • 13. MARKETING UNK• It is understood that UNK is developing a  more comprehensive and effective marketing  strategy. The UNK campus identity will  provide the essential tools for communicating  the University’s brand. To aid in the success of  this effort, it is critical that UNK’s new campus  identity be represented in a consistent and  coherent manner. Therefore, previous  identities (in most cases) should be replaced  by the new campus identity and system. • As marketing campaigns surely evolve over  time, the UNK campus identity must have the  visual and intellectual strength to work in  every situation.
  • 14. 2007‐2008• Work begins on new campus icon and graphic  standards—Malcolm Grear• Randy Mattley begins work at UNK as Director  of Advertising and Creative Services • New campus icon unveiled March• Graphics Standards manual released
  • 15. TitleSlide
  • 16. Building UNK Brand Building UNK’s Brand: THE FUNDAMENTAL CHALLENGE • Who are we? Can our audiences identify the UNK brand  and associate it with UNK’s strongest attributes? • What is UNK? What is the range of tangible and intangible products  or services we provide? (Degree, education) • Why does anybody care? How do we associate the UNK institution  and product with meaningful benefits? (Knowledge, career, ideals) • Why would audiences support UNK? How can we convert brand awareness  into loyalty and active support? (Enroll, donate, engage, recruit)
  • 17. Marketing Initiative GoalMarketing Initiative GoalUNIVERSITY OF NEBRASKA KEARNEYIncrease broad‐based awareness and support for UNK that will result in a total of 10,000 qualified student prospects entering the admissions pool for fall, 2009 and an additional 5,000 by fall, 2010.Note: latest figures show number of student inquiries are up +10% over this time last year and +20% over 2009.  Fall 2011 Fall 2010 Fall 2009 Fall 200810,287 9,353 8,557 7,559as of 05/05/11 
  • 18. So We Begin To Search So we begin the search for words and images to capture who we are and what makes us special
  • 19. Strategic Analysis 1Strategic AnalysisTo Determine ‐ Peoples ideas/awareness of UNK ‐ Peoples vision of what UNK can be ‐ What matters to Prospectives in their decision‐making process ‐ Why some chose UNK ‐ Why some didnt choose, or didnt stay with UNK ‐ How and What we are doing well, and How/What  we should do differently
  • 20. Strategic Analysis 2Strategic AnalysisConduct face‐to‐face Focus Group research with  ‐ Faculty ‐ Staff ‐ SAE attendees ‐ Current studentsConduct Online surveys through OpiniO to Staff, and any faculty on‐campus or accessing email over the summerAlumniInfluencers: high school counselors, principals, chamber membership, legislators and elected officials, other opinion leaders‐‐from across the state
  • 21. Students TalkStudents Talk“UNK is amazing, but often overlooked.”“UNK is the kind of university for small people to do big things.”“UNK is the kind of university for working class families’ children to attend.”“When I think of UNK, I think of my new home.”“I transferred to Kearney from a big school in a big city.  I soon discovered the ‘glitter’ wasn’t so bright on the glamour side.  Forget the glitter and glamour; UNK offers the freedom and community to develop your fullest potential.  You Can Shine at UNK.” 
  • 22. Faculty Perceptions Faculty Perceptions“Kearney is a great town and the university has a great relationship with the community.  I think we have a good balance as far as our workload goes.  A strong emphasis is put on teaching, but we also have the ability to be involved in research and service.  UNK offers a very supportive and rewarding environment.”“Here, we talk about and enact experiential learning.”“UNK students are successful because they get a lot of personal.  Students who are familiar with larger institutions are amazed at the level of accessibility of faculty here.  Just caring for the student—that’s part of the culture here.”“UNK creates a really strong value proposition for our students.  When you look at what our students have to pay and what they get, it’s an amazing value.”
  • 23. Alumni ImpressionsAlumni Impressions“I chose UNK because of its size. I knew I would not be just another number in classes that were too big.  I received one‐on‐one instructuion regularly throughout the different stages of my training and obtaining licenses. I spend most of my time up in the air, but at UNK, I had an educational experience that was really down to earth.” (Avation graduate, now a flight instructor and corporate pilot) (from first You Can commercial spot)“Our president is a graduate of UNK and has been with the company 37 years.  Our vice‐president is a graduate of UNK and has been with the company 28 years.  Many of our management, and employees, are very capable and successful alumni of UNK.” (Business graduate, now District Manager, Buckle Corp.)
  • 24. Current UNK. Ideal UNKUNK is a solid university, but aspires to moreimaginative and bold thinkingCurrent UNK Ideal UNK• Hardworking • Nationally distinctive• Provides opportunity • Reputation for academic     excellence• Rural Nebraska focused • Nebraska’s finest• Second tier university • Multidimensional learning • Traditional curriculum Environment• Valued in community • Growing pride and support• Competitive athletics from Kearney
  • 25. Brand Architectures 1Brand ArchitecturePositionValue StatementResults Student  Residential  Ideal Size  Engaged  Focused Campus  Campus Faculty  Experience Scholars Strong Work  Undergraduate  International  Academically Attributes Ethic Research Experience Rigorous Compassion:  Part of NU  Distinguished  Extraordinary  One‐on‐one System Academic  Community  Programs Relationships
  • 26. Brand Architecture 2Brand ArchitecturePositionValue Statement Quality of Life, Results Students Who Succeed Now and Later Loper Pride Student  Residential  Ideal Size  Engaged  Focused Campus  Campus Faculty  Experience Scholars Strong Work  Undergraduate  International  Academically Attributes Ethic Research Experience Rigorous Compassion:  Part of NU  Distinguished  Extraordinary  One‐on‐one System Academic  Community  Programs Relationships
  • 27. Brand Architecture 3Brand ArchitecturePosition At UNK, people matter. Learning matters. We believe our students can and will achieve anything they set out to do. We believe the campus environment, a highly supportive faculty and staff, and UNK’s location in the heart of a region thatValue  values hard work and integrity is reflected in the pride graduates have in their university, the compassion they show for their fellow human beings, and the driving ambition they have to help make the world a better place. Inspired by a faculty ofStatement scholars, thinkers and doers, and a heritage of pioneer achievers, UNK students know they can do or be anything. Quality of Life, Results Students Who Succeed Now and Later Loper Pride Student  Residential  Ideal Size  Engaged  Focused Campus  Campus Faculty  Experience Scholars Strong Work  Undergraduate  International  Academically Attributes Ethic Research Experience Rigorous Compassion:  Part of NU  Distinguished  Extraordinary  One‐on‐one System Academic  Community  Programs Relationships
  • 28. Brand Architecture 4Brand ArchitecturePosition You Can (Do Anything) at UNK At UNK, people matter. Learning matters. We believe our students can and will achieve anything they set out to do. We believe the campus environment, a highly supportive faculty and staff, and UNK’s location in the heart of a region thatValue  values hard work and integrity is reflected in the pride graduates have in their university, the compassion they show for their fellow human beings, and the driving ambition they have to help make the world a better place. Inspired by a faculty ofStatement scholars, thinkers and doers, and a heritage of pioneer achievers, UNK students know they can do or be anything. Quality of Life, Results Students Who Succeed Now and Later Loper Pride Student  Residential  Ideal Size  Engaged  Focused Campus  Campus Faculty  Experience Scholars Strong Work  Undergraduate  International  Academically Attributes Ethic Research Experience Rigorous Compassion:  Part of NU  Distinguished  Extraordinary  One‐on‐one System Academic  Community  Programs Relationships
  • 29. Dissecting The PositionDissecting The Position: You Can (Do Anything) at UNK Students Matter Achieve Gateway to the world UNK Empowers Create Path to Success Scholarship Excel Your Community The Drive to Learn Research Shine Study Lead Thrive Engage Perform
  • 30. Bringing The Brand To LifeBringing The Brand To LifeDevelopment of a new integrated marketing initiative• Introduce the university’s new positioning • New icon and graphic identity • New messaging and “bumper sticker” theme • Reinforce the new positioning over time
  • 31. Creative Samples 1 Bringing The Brand To Life
  • 32. Creative Samples 4
  • 33. Creative Samples 2 Bringing The Brand To Life
  • 34. Creative Samples 3 Bringing The Brand To Life
  • 35. Creative Samples 5 Bringing The Brand To Life
  • 36. The StrategyThe StrategyPaid advertising PLUS… • Website • Earned Media • Publications • New Media • Community Relations • Word of Mouth
  • 37. 2008‐2009• Conduct research and creative process to  develop messaging• Introduce “You Can . . .at UNK” theme and  campaign using print, broadcast, outdoor,  direct mail• Begin highly targeted ad campaign on  Facebook
  • 38. 2009‐2010• Build on “You Can” theme in Omaha with “180  on I‐80” campaign• Continue Facebook campaign• Begin to shift emphasis from traditional  “awareness” advertising to “direct response”  ads 
  • 39. 2010‐1011• Top 10 campaign• Triple size of advertising commitment to Facebook,  expand beyond Nebraska• Begin MyMajors.com mobile app campaign in March,  targeting Nebraska, Colorado, Kansas, South Dakota,  Missouri and Texas. Companion magazine, The College  Outlook, distributed in bulk to admissions counselors  at 1,655 high schools in targeted states, plus 50,000  added circulation to MyMajors subscribers.
  • 40. Inquiry Numbers (students who have shown an interest in UNK)2011 Fall 2010 Fall 2009 Fall 2008 Fall 10,287 9,353 8,557 7,559 (As of 5/5/11)
  • 41. 2011‐2012• Conduct robust marketing research (Noel‐Levitz?)to analyze response to past and present messaging/media  and refine messaging for next ad cycle with prospective  students, parents, and admissions counselors.• Take full advantage of mobile platforms to directly  increase prospect list• Grow sophistication of Facebook campaign• Use variable data tactics to maximum effect• Add MIAA markets to ad mix
  • 42. 2011‐2012• Depending upon outcome of research,  continue to refine advertising strategies• Grow effectiveness of website and video as  marketing tools• Grow support for non‐traditional student  marketing—international, regional diversity,  out‐of‐state, online, graduate, transfer, etc.
  • 43. THANK YOU!