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EMG Academy KnowledgeBuilder - Build a Successful, Consensus-Based Brand
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This KnowledgeBuilder is a presentation of the EMG Academy on Build a Successful, Consensus-Based Brand . It was presented on June 1, 2011. Learn more about KnowledgeBuilders at ...

This KnowledgeBuilder is a presentation of the EMG Academy on Build a Successful, Consensus-Based Brand . It was presented on June 1, 2011. Learn more about KnowledgeBuilders at http://www.emgonline.com/Academy/Pages/EMG-Academy/KnowledgeBuilders.

A successful brand platform has the power to energize and mobilize faculty, staff, students, alumni, and friends. It infuses the entire campus community with purpose. It galvanizes faculty and staff to focus and improve their individual performance based on your niche leadership position and your distinctive competitive advantages. It differentiates your institution from competitors, and it guides the allocation of human and economic resources to achieve a unique expression of excellence. It states clearly what you stand for.

How is all of that possible?

The answer lies in a branding process used by colleges across North America. This seminar defines how to stake out a leadership position and build a consensus-driven brand platform.

© 2011 Educational Marketing Group, Inc.
All rights reserved. This document contains protected intellectual property. The information and materials contained herein may not be duplicated, reproduced, or distributed in any manner whatsoever without the prior written consent of Educational Marketing Group, Inc.

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EMG Academy KnowledgeBuilder - Build a Successful, Consensus-Based Brand Presentation Transcript

  • 1. Successful, Consensus-Based
    BRAND
    June 1, 2011
    Twitter hashtag: #emgkb
  • 2. Bob BrockPresident and Co-founder
    professional:: 36 years in higher education communications and marketing … co-founding principal of EMG…
    personal ::Colorado evenings… get-togethers with friends…a good suspense novel to read …
    @bobbrock21
    #emgkb
  • 3. Marlene BrockExecutive Vice President and Co-founder
    professional:: strategic counsel to more than 150 organizations… co-founding principal of EMG…
    personal ::relaxing with good music… working in the yard… watching the grandkids learn…
    #emgkb
  • 4. Stephen BiernackiNew Media Specialist/Account Coordinator
    professional :: finding practical and scalable ways for institutions to utilize the newest online services
    personal :: creating music that defines my mood, laughing at my hilarious dog, and running… slowly
    ^SB on @emgonline, @sbiernacki
    /sbiernacki
    #emgkb
  • 5. agenda
    great brands…
    branding process…
    energizing stakeholders…
    brand foundation…
  • 6. brand as an idea
    a brand is the ideathat you want to own in the hearts and minds of your most important audiences
  • 7. brands you know
    innovation, imagination, and simplicity in human-friendly technology
    social activism, sustainable profit, and homemade quality
    creating happiness for people of all ages, everywhere
    made by outdoor enthusiasts for outdoor enthusiasts
    absolutely, positively reliable service
    fast, consistent quality, family-oriented
    universal access to and usability of the world’s information
    inspiring and nurturing the human spirit – one neighborhood at a time
    the original, that refreshes the mind, body, and spirit the world over
    safety first, always
  • 8. brands you know
    innovation, imagination, and simplicity in human-friendly technology
    social activism, sustainable profit, and homemade quality
    creating happiness for people of all ages, everywhere
    made by outdoor enthusiasts for outdoor enthusiasts
    absolutely, positively reliable service
    fast, consistent quality, family-oriented
    universal access to and usability of the world’s information
    inspiring and nurturing the human spirit – one neighborhood at a time
    the original, that refreshes the mind, body, and spirit the world over
    safety first, always
  • 9. brand as an idea
    your branding ideacomes from within…
    • deeply held core values
    • 10. historical competitive advantages
    • 11. strategic areas of focus and growth
    • 12. unique strengths and competencies
  • academic brands
    innovation that solves society’s emerging challenges
    spanning boundaries to create intellectual, cultural, and individual wealth
    academic, cultural, and outdoor adventure
    learn by doing
    the options you need for the future you want
    rich in creative energy and intellectual challenge
    forward-focused thinking and real-world impact
    personal engagement and challenge from day one
  • 13. academic brands
    innovation that solves society’s emerging challenges
    personal engagement and challenge from your very first day
    rich in creative energy and intellectual challenge
    the options you need for the future you want
    spanning boundaries to create intellectual, cultural, and individual wealth
    forward-focused thinking and real-world impact
    learn by doing
    academic, cultural, and outdoor adventure
  • 14. branding process
    Research & Analysis
    where are you now? . . . . . . . . . . . . . . . . . . . . . .
    where do you want to be?. . . . . . . . . . . . . . . . . .
    what do you look & sound like? . . . . . . . . . . . . .
    how do you get where you’re going? . . . . . . . . .
    Positioning &Strategic Planning
    CreativeDevelopment
    Execution & Measurement
  • 15. #emgkb
    now, a little about you…
    instant poll
    where are you in the branding process?
    Thinking about branding
    Step 1: research & analysis
    Step 2: positioning & planning
    Step 3: creative development
    Step 4: execution & measurement
  • 16. consensus-based branding
    bring internal stakeholders into the process as early and as often as possible
  • 17. pride and power
    • infuses the community with pride and purpose
    • 18. energizes faculty & staff to improve performance
    • 19. mobilizes faculty, staff, students & alumni as brand advocates
    • 20. guides allocation of human & economic resources
  • Awareness
    Attitude
    Advocacy
    working together
    • Academic programs
    • 21. Campus experience
    • 22. Faculty/staff relationships
    • 23. Service & support
    Delight
    Purchase
    FACULTY& STAFF
    RECRUITERS
    • Campus visits/tours
    • 24. Website
    • 25. Social networking
    • 26. Recruiter relationships
    Preference
    Interest
    MARKETING
    • Website
    • 27. Advertising
    • 28. Collateral
    • 29. Communications
  • #emgkb
    now, a little about you…
    instant poll
    who is on board with your branding process?
    Leadership
    Faculty
    Staff
    Students
    Alumni
  • 30. 1
    where are you now?
    data convinces…don’t skip the research!
    • audit of current brand messaging and presentation
    • 31. benchmarking staff, resources, and process
    • 32. analysis of major competitor positioning
    • 33. external awareness and perceptions
  • 1
    where are you now?
    meaningful involvement builds ownership
    • CEO letter explaining process, importance & asking for personal involvement
    • 34. preview articles on intranet, faculty/staff & student newspapers
    • 35. open presentations building campus interest
    • 36. interviews with deans, administrators, faculty & student leaders, alumni, community leaders
    • 37. presentations to alumni, students
  • 2
    where do you want to be?
    positioning statement defines your category and leadership market position
    brand promise shorthand for what you stand for, what you promise to deliver
    brand drivers attributes that enable you to deliver on your brand promise
  • 38. 2
    where do you want to be?
    meaningful involvement builds ownership
    • stakeholder survey on strengths, weaknesses
    • 39. stakeholder discussion groups
    • 40. extended leadership retreat
    • 41. feedback from key influencers
    • 42. internal rollout of strategy
  • 3
    What do you look & sound like?
    • logo update/refresh
    • 43. strategic tagline
    • 44. creative explorations
    • 45. creative testing
    • 46. campaign build-out
    • 47. online brand toolkit
  • 3
    What do you look & sound like?
    meaningful involvement builds ownership
    • marketing team uses collaborative input to develop creative
    • 48. presentations to administrators, leaders
    • 49. brand celebration event/unveiling
    • 50. articles on web, newsletter, student paper
  • 4
    How will you get where you’re going?
    • strategic, measurable goals
    • 51. integrated marketing plan
    • 52. publications schedule
    • 53. media plan
    • 54. implement branding tools
  • 4
    How will you get where you’re going?
    meaningful involvement builds ownership
    • integrated tactics
    • 55. talking points
    • 56. branded boilerplate descriptions
    • 57. unit presentations (brand platform)
    • 58. internal poster campaign (brand platform)
    • 59. staff training
    • 60. new employee training
  • close up: brand platform
    brand platform is a crucial foundation
    • concise statement of messaging and strategy
    • 61. legitimizes the brand position
    • 62. guide for consistent messaging
    • 63. tool for training staff
    • 64. defines institutional priorities
  • Brand Promise
    Brand Drivers
    Positioning Statement
    brand platform
    essential qualities
    differentiates you through niche leadership position
    has intrinsic value and importance for audiences
    you are uniquely equipped to deliver it
    timeless and relevantover many years
  • 65. getting to one
    brands differentiate in many ways
    • history of leadership (Harvard)
    • 66. location (U. of Maine Presque Isle)
    • 67. quality of learning experience (Shenandoah)
    • 68. real-world, hands-on training (Cal Poly)
    • 69. forward-thinking attitude (Old Dominion)
    • 70. leading edge research (Virginia Tech)
    • 71. excellent student outcomes (Clarkson)
  • getting to one
    but the positioning possibilities are infinite
    • level of student involvement
    • 72. remarkable campus facilities
    • 73. network of influential grads
    • 74. urban/rural campus experience
    • 75. moral or ethical approach
    • 76. unique attitude toward life
    • 77. heritage of excellence
    • 78. exciting campus life
    • 79. outstanding student support
    • 80. religious affiliation
    • 81. student activities
    • 82. global perspective
    • 83. great career placement
    • 84. spirit of entrepreneurialism
  • #emgkb
    more input from you…
    instant poll
    Has your institution identified a differentiated niche leadership position?
    Yes
    No
    Not sure
  • 85. summary
    Strong, enduring brands are not built by rules and regulations mandating consistency, but by nurturing personal belief in and ownership of the idea for which your institution stands.
  • 86. thank you
    #emgkb