The Billion                                  Dollar BrandEduventures	  June	  2012	  –	  Boston	  
presenters                        !                                                                                    !  ...
Educational marketing group, inc.    Headquartered	  in	  Denver	  and	  with	  offices	  in	  Albuquerque	      and	  PiWsb...
Session agenda         ¡    What	  makes	  a	  billion	  dollar	  brand?	                 ¥    [discussion]	           ¡...
Brands you know…(match the symbol with its corresponding promise)       a.    homemade quality, social activism, sustainab...
Brands you know…      a.  homemade quality, social activism, sustainable profit      b.  creating happiness for people of ...
Leadership strategy Brands become memorable      and powerful when an    organization consistentlyexpresses a singular pro...
Unit branding        ¡    Missed	  opportuni5es	  happen	  when	  units	                create	  their	  own	  branded	  ...
DISCUSSION POINTWHAT ARE THE PRO’S AND CON’S OF YOUR UNIT CONSISTENTLY      USING AN INSTITUTION-WIDE BRAND IDENTITY?
The PROMISE               The brand promise        is the singular idea you want to        own in the hearts and minds of ...
The PROMISE         Every division and unit of your         organization should reflect and          support the same inst...
Virginia Tech platform Promise	   •  Quality, Innovation, Results Tagline	   •  Invent the Future Brand	  Drivers	   •  In...
Brand platform    When every unit in an organization also      adopts the same brand messaging     drivers and customizes ...
Virginia Tech platform  Virginia Tech successfully adapted its institutional brand identity     and messaging platform for...
Capital Campaign website
Capital Campaign communications  16“The strongest aspect        of the capital campaign branding      might not be so   ob...
Capital campaign results17     The result: Virginia Tech exceeded its $1 billion campaign goal
The same      brand    identityalso drives        VT’srecruitment marketing               Admissions branding
DISCUSSION POINT   DO YOU SEE BENEFITS OR DRAWBACKS TO LINKING THE SAMEMESSAGING AND CREATIVE ACROSS ADMISSIONS AND ADVANC...
Five keys to success        Consensus-based, institution-wide brand platform that  1.    defines a differentiating leadersh...
DISCUSSION POINTWHAT WOULD YOU NEED TO SUCCESSFULLY IMPLEMENT ACONSISTENT, INSTITUTION-WIDE BRAND IN YOUR UNIT?
thank you19751	  E.	  Mainstreet	  Suite	  341	  Parker,	  Colorado	  80138	  	  303.743.8298	  	  emgonline.com	  	  face...
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The Billion Dollar Brand

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This presentation was used for an Eduventures conference in Boston in June 2012.

Development Learning Collaborative Session on Marketing and Branding Across Your Institution: How Development and Enrollment Managers Can Work Together Effectively

© 2012 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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The Billion Dollar Brand

  1. 1. The Billion Dollar BrandEduventures  June  2012  –  Boston  
  2. 2. presenters ! ! ! ! ! 
 Bob Brock! Marlene Brock! President! Executive Vice President!With   more   than   35   years’   experience   in   marke5ng   Marlene  has  30+  years  of  management  and  branding  for  higher  educa5on,  Bob  is  one  of  the  na5on’s  most   experience.   She   has   worked   in   the   public   sector,  respected   brand   development   and   management   retailing,   television,   corporate   real   estate,   and   with  consultants.   He   is   a   former   member   of   the   CASE   interna5onal   corpora5ons   including   United   Ar5sts  Industry   Advisory   Council,   and   a   frequent   keynote   and   Siemens.   Under   her   direc5on,   EMG   has   grown  speaker   on   brand   marke5ng   and   related   issues   for   into   an   award-­‐winning   marke5ng   agency   cited   as  businesses,   non-­‐profits,   and   organiza5ons   around   one   of   the   premier   educa5onal   brand-­‐development  the   world.   He   has   served   in   communica5ons   and   consultancies   in   North   America.   She   has   provided  marke5ng   posi5ons   at   Washington   University   in   St.   posi5oning   and   brand   plaTorm   development  Louis,   Rutgers   University,   the   University   of   Denver,   guidance,  strategic  planning,  marke5ng,  and  crea5ve  and  Metropolitan  State  College  of  Denver.     strategies  for  dozens  of  colleges  and  universi5es.    
  3. 3. Educational marketing group, inc. Headquartered  in  Denver  and  with  offices  in  Albuquerque   and  PiWsburgh,  EMG  has  been  crea5ng  and  implemen5ng   powerful  brand  campaigns  for  over  15  years.  We  have   worked  with  more  than  150  educa5onal  and  non-­‐profit   organiza5ons  around  the  world.  Our  focus  is  on  building   enduring  brand  iden55es  and  implemen5ng  innova5ve   marke5ng  tac5cs  to  achieve  a  return  on  investment.  
  4. 4. Session agenda ¡  What  makes  a  billion  dollar  brand?   ¥  [discussion]   ¡  Branding  the  A’s   ¥  [discussion]   ¡  Five  keys  of  cross-­‐func5onal  brands     ¥  [discussion]    
  5. 5. Brands you know…(match the symbol with its corresponding promise) a.  homemade quality, social activism, sustainable profit b.  creating happiness for people of all ages, everywhere c.  made by adventurers for adventurers d.  absolutely, positively reliable e.  innovation, imagination, simplicity in human-friendly technology f.  fast, convenient quality, family-oriented g.  universal access to and usability of the world’s information h.  Inspiring, nurturing the human spirit – a neighborhood at a time i.  the original, refreshing mind, body, and spirit the world over j.  safety first, always
  6. 6. Brands you know… a.  homemade quality, social activism, sustainable profit b.  creating happiness for people of all ages, everywhere c.  made by adventurers for adventurers d.  absolutely, positively reliable e.  innovation, imagination, simplicity in human-friendly technology f.  fast, convenient quality, family-oriented g.  universal access to and usability of the world’s information h.  Inspiring, nurturing the human spirit – a neighborhood at a time i.  the original, refreshing mind, body, and spirit the world over j.  safety first, always
  7. 7. Leadership strategy Brands become memorable and powerful when an organization consistentlyexpresses a singular promise & messaging platformA leadership market position increases everyone’s ability to achieve their goals !
  8. 8. Unit branding ¡  Missed  opportuni5es  happen  when  units   create  their  own  branded  campaigns:   ¥  Fragments  the  ins5tu5onal  iden5ty   ¥  Diminishes  reach  and  frequency   ¥  Missed  opportuni5es  for  synergy   ¥  Compe5ng  or  conflic5ng  messages   ¥  Incongruent  brand  personali5es  
  9. 9. DISCUSSION POINTWHAT ARE THE PRO’S AND CON’S OF YOUR UNIT CONSISTENTLY USING AN INSTITUTION-WIDE BRAND IDENTITY?
  10. 10. The PROMISE The brand promise is the singular idea you want to own in the hearts and minds of your most important audiences It defines your leadership position in the competitive marketplace
  11. 11. The PROMISE Every division and unit of your organization should reflect and support the same institutional brand promise – it’s what makes your brand unique in the marketplace
  12. 12. Virginia Tech platform Promise   •  Quality, Innovation, Results Tagline   •  Invent the Future Brand  Drivers   •  Internationally recognized faculty experts •  Groundbreaking research applied to society’s problems •  Rigorous academics in a close, caring community •  National leader in advanced technology •  Service to community and society (Ut prosim)
  13. 13. Brand platform When every unit in an organization also adopts the same brand messaging drivers and customizes them for their own services and audiences, the brand develops power and memorability!
  14. 14. Virginia Tech platform Virginia Tech successfully adapted its institutional brand identity and messaging platform for a $1 billion capital campaign Institutional brandCapital campaign brand
  15. 15. Capital Campaign website
  16. 16. Capital Campaign communications 16“The strongest aspect of the capital campaign branding might not be so obvious… Michael Kiser (development communications director at the time) adopted the branddrivers and adapted them throughout the campaign messaging.”   Larry Hincker, Associate Vice President for University Relations
  17. 17. Capital campaign results17 The result: Virginia Tech exceeded its $1 billion campaign goal
  18. 18. The same brand identityalso drives VT’srecruitment marketing Admissions branding
  19. 19. DISCUSSION POINT DO YOU SEE BENEFITS OR DRAWBACKS TO LINKING THE SAMEMESSAGING AND CREATIVE ACROSS ADMISSIONS AND ADVANCEMENT?
  20. 20. Five keys to success Consensus-based, institution-wide brand platform that 1. defines a differentiating leadership market position.! Brand drivers are customized by using unit-tailored, 2. audience-specific benefits, outcomes, proof points.! The creative framework visually links audience- 3. specific communications, but allows unit differences.! Experienced central coordinating team (in-house or 4. external) to manage the unified brand strategy.! Joint planning and staff training to ensure tactical 5. executions are coordinated and consistent. !
  21. 21. DISCUSSION POINTWHAT WOULD YOU NEED TO SUCCESSFULLY IMPLEMENT ACONSISTENT, INSTITUTION-WIDE BRAND IN YOUR UNIT?
  22. 22. thank you19751  E.  Mainstreet  Suite  341  Parker,  Colorado  80138    303.743.8298    emgonline.com    facebook.com/emgonline  @emgonline  

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