The Changing Nature                         of Brand Experience in                            Higher EducationThursday, Ma...
Joel Pattison                         Director of Web Communications                         McIntire School of Commerce  ...
Associate Director of Creative Services                                    William & MaryThursday, March 14, 13
Is a university like an                                 airline?Thursday, March 14, 13
Today’s Topic:                    The evolution of   brand                    experience         in higher                ...
brand              /brand/             “A brand is a person’s gut feeling about a             product, service or company....
Brand is what they say it is,                  not what we say it is.Thursday, March 14, 13
• Visual Identity                 Desired       • Logos                 Actual               perceptions     • Photos, vid...
brand experience                  /brand/ /ex·pe·ri·ence /                                                           All t...
Thursday, March 14, 13
Thursday, March 14, 13
Thursday, March 14, 13
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• Visual Identity                 Desired     • Logos                 Actual               perceptions   • Photos, videos ...
Brand experiences should                         fulfill the brand promise.Thursday, March 14, 13
Thursday, March 14, 13
Thursday, March 14, 13
A New American is Arriving               • Time to become better versions of ourselves               • Greater than expect...
The reality of our (brand) experience:Thursday, March 14, 13
Thursday, March 14, 13
≠                         Message ≠ ExperienceThursday, March 14, 13
• Visual Identity                 Desired       • Logos                 Actual               perceptions     • Photos, vid...
zeroThursday, March 14, 13
If actual experiences don’t                     align with strategy, you will                       never be a strong bran...
Thursday, March 14, 13
Higher education                         experiences that shape                           brand perceptionsThursday, March...
What experiences shape                 the perception of higher-ed                          brands?Thursday, March 14, 13
Thursday, March 14, 13
Thursday, March 14, 13
Thursday, March 14, 13
Thursday, March 14, 13
Thursday, March 14, 13
Thursday, March 14, 13
Thursday, March 14, 13
Thursday, March 14, 13
Growth in Internet Traffic                                                               IP Traffic!                       ...
Minutes per day spent on the internet                   300"                   250"                   200"                ...
“Over the past several years we have seen                      double-digit increases in international                    ...
That’s great.                    Except our digital experiences aren’t                     consistent - and they don’t alw...
*The following                     illustrations are fictitious                       to protect the innocent             ...
Thursday, March 14, 13
Thursday, March 14, 13
Thursday, March 14, 13
Thursday, March 14, 13
Thursday, March 14, 13
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But…we’ve been getting                             away with it!Thursday, March 14, 13
Thursday, March 14, 13
IP Traffic!                                                     (PB/month)!    30000!                                      ...
3 miles from my houseThursday, March 14, 13
We can’t rely on traditional                    interactions to overpower                    digital experiences forever.T...
Thursday, March 14, 13
≠                         ≠Thursday, March 14, 13
My Case               1) Brand is important to higher education institutions               2) Brand experiences shape peop...
“The entire institution                         needs to live the brand.”                                      - Roger Doo...
Communications/Marketing                                                         Admissions                         Studen...
Apply existing elementsThursday, March 14, 13
Thursday, March 14, 13
Thursday, March 14, 13
Thursday, March 14, 13
Remember: there’s a precedent!Thursday, March 14, 13
Think long-termThursday, March 14, 13
Thursday, March 14, 13
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The Changing Nature of Brand Experience in Higher Education

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The brand experience at colleges and universities has long been rich and multi-faceted. Prospective students tour the campus, current students attend carefully designed classes and alumni return for homecoming and sporting events. But as more university activities move online, our constituents now interact with our brand in different ways. Recruiting students, alumni engagement and even the academic experience are increasingly happening in the digital space. This presentation examines the different ways audiences experience higher education brands in a digital age.

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The Changing Nature of Brand Experience in Higher Education

  1. 1. The Changing Nature of Brand Experience in Higher EducationThursday, March 14, 13
  2. 2. Joel Pattison Director of Web Communications McIntire School of Commerce University of Virginia @jwpattisonThursday, March 14, 13
  3. 3. Associate Director of Creative Services William & MaryThursday, March 14, 13
  4. 4. Is a university like an airline?Thursday, March 14, 13
  5. 5. Today’s Topic: The evolution of brand experience in higher education. Step 1: DefinitionsThursday, March 14, 13
  6. 6. brand /brand/ “A brand is a person’s gut feeling about a product, service or company... ...brand is defined by individuals, not by companies, markets, or the so-called general public.” -Marty Neumeier, The Brand GapThursday, March 14, 13
  7. 7. Brand is what they say it is, not what we say it is.Thursday, March 14, 13
  8. 8. • Visual Identity Desired • Logos Actual perceptions • Photos, videos perceptions about brand • Language about brand • Brand experiences (Strategy) (Results) (Execution)Thursday, March 14, 13
  9. 9. brand experience /brand/ /ex·pe·ri·ence /   All the interactions people have with an organization, product, service (or institution of higher education!)Thursday, March 14, 13
  10. 10. Thursday, March 14, 13
  11. 11. Thursday, March 14, 13
  12. 12. Thursday, March 14, 13
  13. 13. Thursday, March 14, 13
  14. 14. • Visual Identity Desired • Logos Actual perceptions • Photos, videos perceptions about brand • Writing/copy about brand • Brand experiences Brand Promise Promise FulfilledThursday, March 14, 13
  15. 15. Brand experiences should fulfill the brand promise.Thursday, March 14, 13
  16. 16. Thursday, March 14, 13
  17. 17. Thursday, March 14, 13
  18. 18. A New American is Arriving • Time to become better versions of ourselves • Greater than expected, more than you hoped for • Not just a bigger airline, something so much greater This commercials promise: A revolutionary new airline that exceeds our expectations in every wayThursday, March 14, 13
  19. 19. The reality of our (brand) experience:Thursday, March 14, 13
  20. 20. Thursday, March 14, 13
  21. 21. ≠ Message ≠ ExperienceThursday, March 14, 13
  22. 22. • Visual Identity Desired • Logos Actual perceptions • Photos, videos perceptions about brand • Writing/copy about brand • Brand experiences (Strategy) (Results) (Execution)Thursday, March 14, 13
  23. 23. zeroThursday, March 14, 13
  24. 24. If actual experiences don’t align with strategy, you will never be a strong brand.Thursday, March 14, 13
  25. 25. Thursday, March 14, 13
  26. 26. Higher education experiences that shape brand perceptionsThursday, March 14, 13
  27. 27. What experiences shape the perception of higher-ed brands?Thursday, March 14, 13
  28. 28. Thursday, March 14, 13
  29. 29. Thursday, March 14, 13
  30. 30. Thursday, March 14, 13
  31. 31. Thursday, March 14, 13
  32. 32. Thursday, March 14, 13
  33. 33. Thursday, March 14, 13
  34. 34. Thursday, March 14, 13
  35. 35. Thursday, March 14, 13
  36. 36. Growth in Internet Traffic IP Traffic! (PB/month)! 30000! 25000! 20000! 15000! 10000! 5000! 0! 2000! 2001! 2002! 2003! 2004! 2005! 2006! 2007! 2008! 2009! 2010! 2011! http://en.wikipedia.org/wiki/Internet_trafficThursday, March 14, 13
  37. 37. Minutes per day spent on the internet 300" 250" 200" 150" 100" 50" 0" 2009" 2010" 2011" 2012" http://www.emarketer.com/Article/Consumers-Spend-More-Time-with-Mobile-Online-Growth-Slows/1009431Thursday, March 14, 13
  38. 38. “Over the past several years we have seen double-digit increases in international students, especially those from China.” -Greg Roberts, Dean of Admission, UVA The Daily Beast “10 College Admissions Trends”Thursday, March 14, 13
  39. 39. That’s great. Except our digital experiences aren’t consistent - and they don’t always keep the brand promise.Thursday, March 14, 13
  40. 40. *The following illustrations are fictitious to protect the innocent (and the guilty)Thursday, March 14, 13
  41. 41. Thursday, March 14, 13
  42. 42. Thursday, March 14, 13
  43. 43. Thursday, March 14, 13
  44. 44. Thursday, March 14, 13
  45. 45. Thursday, March 14, 13
  46. 46. Thursday, March 14, 13
  47. 47. But…we’ve been getting away with it!Thursday, March 14, 13
  48. 48. Thursday, March 14, 13
  49. 49. IP Traffic! (PB/month)! 30000! 300" 25000! 250" “Over the past several years we have seen 20000! 200" double-digit increases in international 15000! 150" students, especially those from China.” 10000! 100" 5000! 50" 0" -Greg Roberts, Dean of Admission, UVA 0! 2000! 2001! 2002! 2003! 2004! 2005! 2006! 2007! 2008! 2009! 2010! 2011! 2009" 2010" 2011" 2012" The Daily Beast “10 College Admissions Trends”Thursday, March 14, 13
  50. 50. 3 miles from my houseThursday, March 14, 13
  51. 51. We can’t rely on traditional interactions to overpower digital experiences forever.Thursday, March 14, 13
  52. 52. Thursday, March 14, 13
  53. 53. ≠ ≠Thursday, March 14, 13
  54. 54. My Case 1) Brand is important to higher education institutions 2) Brand experiences shape people’s perceptions 3) Traditional higher-ed experiences are positive 4) More of our experiences are becoming digital 5) Our digital experiences are inconsistent Solutions?Thursday, March 14, 13
  55. 55. “The entire institution needs to live the brand.” - Roger Dooley Founder, College Confidential Forbes.comThursday, March 14, 13
  56. 56. Communications/Marketing Admissions Student Affairs Development Get out of our silos (at least occasionally)Thursday, March 14, 13
  57. 57. Apply existing elementsThursday, March 14, 13
  58. 58. Thursday, March 14, 13
  59. 59. Thursday, March 14, 13
  60. 60. Thursday, March 14, 13
  61. 61. Remember: there’s a precedent!Thursday, March 14, 13
  62. 62. Think long-termThursday, March 14, 13
  63. 63. Thursday, March 14, 13

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