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1                                                  Communications




    More than a Slogan
    Build a strong ...
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2   Introduction                          Communications




           
   A brand lives in your head.
        ...
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3   Strong Brands   Communications




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7   Future Brand?   Communications




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9   Brand Primer      Communications




           Identity




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 Image




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             Brand




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              Does your
               institution
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             Does your
              campaign
             have ...
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16   Elevator Speech             Communications




                 What is your
                 institution’s...
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17   Elevator Speech        Communications




          Mr. Jefferson’s
           University




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18   Elevator Speech         Communications




              What is your
              campaign’s
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19   Elevator Speech                          Communications




          
 “Thomas Jefferson’s vision of a
   ...
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20   Elevator Speech                      Communications




             The best institutional and
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21   Institutional, Campaign Brands   Communications




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...
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25   Institutional, Campaign Brands   Communications




       Planning for our $3
       billion campaign star...
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26   Institutional, Campaign Brands                  Communications




              
 How would we take the 19...
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27   What’s in Place?                                   Communications




             • Assumptions
          ...
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28   Ask Questions                                             Communications




              • Why this campa...
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29   Develop Your Brand                                 Communications




        quot;...the important truths,...
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31   Brand Champion                                             Communications




                  John T. Cas...
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Follow the Leader




         
 No founding father
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34   Follow the Leader                                    Communications




               
 Our key messages a...
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37   Follow the Leader                                        Communications




              
 Boldly Brown: r...
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38   Follow the Leader                            Communications




              
 Boldly Brown illustrates ho...
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41   Do Your Homework                           Communications




                 Research
                   ...
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42   Do Your Homework                       Communications




             •   Go it alone…in house research
  ...
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                                                           Communications
Test, Test, Test




              “Whe...
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44   Test, Test, Test                                                     Communications




              
 Cas...
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45   Instilling the Brand    Communications




             Staying on Message




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More than a Slogan

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Campaign Branding presentation by Emma Edmunds and Michael Jones of the University of Virginia at the CASE Campaign Communications Conference in San Francisco, May 21, 2008

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More than a Slogan

  1. 1. Campaign 1 Communications More than a Slogan Build a strong brand for your campaign by doing your homework Emma Edmunds, Michael Jones University of Virginia San Francisco, May 21, 2008 1
  2. 2. Campaign 2 Introduction Communications A brand lives in your head. It’s the promise linking your product or service to the consumer. 2
  3. 3. Campaign 3 Strong Brands Communications 3
  4. 4. Campaign 4 Strong Brands Communications 4
  5. 5. Campaign 5 Strong Brands Communications 5
  6. 6. Campaign 6 Strong Brands Communications 6
  7. 7. Campaign 7 Future Brand? Communications 7
  8. 8. Campaign 8 Strongest Brand Communications 8
  9. 9. Campaign 9 Brand Primer Communications Identity 9
  10. 10. Campaign 10 Brand Primer Communications Image 10
  11. 11. Campaign 11 Brand Primer Communications Brand 11
  12. 12. Campaign 12 Brand Primer Communications Does your institution have a strong brand? 12
  13. 13. Campaign 13 Brand Primer Communications 13
  14. 14. Campaign 14 Brand Primer Communications Does your campaign have a strong brand? 14
  15. 15. Campaign 15 Brand Primer Communications 15
  16. 16. Campaign 16 Elevator Speech Communications What is your institution’s brand? 16
  17. 17. Campaign 17 Elevator Speech Communications Mr. Jefferson’s University 17
  18. 18. Campaign 18 Elevator Speech Communications What is your campaign’s brand? 18
  19. 19. Campaign 19 Elevator Speech Communications “Thomas Jefferson’s vision of a global university in our own time.” 19
  20. 20. Campaign 20 Elevator Speech Communications The best institutional and campaign brands are interchangeable 20
  21. 21. Campaign 21 Institutional, Campaign Brands Communications 21
  22. 22. Campaign 22 Institutional, Campaign Brands Communications 22
  23. 23. Campaign 23 Institutional, Campaign Brands Communications 23
  24. 24. Campaign 24 Institutional, Campaign Brands Communications Thomas Jefferson distinguishes the University from other institutions of higher learning. Arguably, Jefferson is our brand. 24
  25. 25. Campaign 25 Institutional, Campaign Brands Communications Planning for our $3 billion campaign started almost as soon as the $1 billion campaign concluded in 2000. 25
  26. 26. Campaign 26 Institutional, Campaign Brands Communications How would we take the 19th century man, his writings, the place he designed and employ him as symbol of who we are and what we aspire to be? How does the University use the brand to create entity that reaches emotions, people want to identify with? Images? Words? 26
  27. 27. Campaign 27 What’s in Place? Communications • Assumptions • Situational Analysis • Institutional Strategic Plan • Communications/Marketing Plan • Campaign Plan • Campaign Case (not the book) • Campaign Communications Plan/ Strategy 27
  28. 28. Campaign 28 Ask Questions Communications • Why this campaign? • Why now? “The purpose of this campaign is to create a privately financed public university with the means t chart its own course toward global excellence.” 28
  29. 29. Campaign 29 Develop Your Brand Communications quot;...the important truths, that knowledge is power, that knowledge is safety, and that knowledge is happiness.quot; – Thomas Jefferson 29
  30. 30. Campaign 30 Develop Your Brand Communications 30
  31. 31. Campaign 31 Brand Champion Communications John T. Casteen III With increasing competition from foreign nations, the fortunes of our country depend more than ever on our ability to generate capable leaders. Students must leave the U well-prepared for effective engagement in public life — in their jobs, in their communities, and in this global society. Provide the most powerful and rewarding student experience on any American campus 31
  32. 32. Campaign 32 Brand Champion Communications 32
  33. 33. Campaign Communications Follow the Leader No founding father to fall back on? How do you go about branding your campaign? 33
  34. 34. Campaign 34 Follow the Leader Communications Our key messages are aligned— stressing ties to the City, to the World, and to Discovery, as well as a commitment to undergraduate education. It’s an umbrella people are happy to step under instead of a BIG IDEA we’re trying to sell. Jerry Kisslinger, Columbia University 34
  35. 35. Campaign 35 Follow the Leader Communications 35
  36. 36. Campaign 36 Follow the Leader Communications 36
  37. 37. Campaign 37 Follow the Leader Communications Boldly Brown: research was conducted on brand. Boldly Brown fits with identity of university, and defines where Brown wants to go. Incorporated into graphics, images, text, testimonials. Feels specific, integrated. Quotes from students, faculty, confirm, give it authenticity. “Going off the beaten track is not just allowed at Brown. It is celebrated.” “Brown is less traditional, less bureaucratic, with fewer people who say ‘no.” than most institutions. If you have a good idea, nobody stops you.” 37
  38. 38. Campaign 38 Follow the Leader Communications Boldly Brown illustrates how an institutional brand and its campaign brand work together. Boldly Brown: Plan for Academic Enrichment is “articulation of direction and priorities over the next decade.” 38
  39. 39. Campaign 39 Follow the Leader Communications 39
  40. 40. Campaign 40 Follow the Leader Communications 40
  41. 41. Campaign 41 Do Your Homework Communications Research • Existing Research • Communications Inventory • Primary Research 41
  42. 42. Campaign 42 Do Your Homework Communications • Go it alone…in house research • Outsource • A little of both • Test, test, test 42
  43. 43. Campaign Communications Test, Test, Test “When Thomas Jefferson created the University of Virginia, he envisioned a great public institution of international scope and character—in his words, the “bulwark of the human mind in this hemisphere.” More than at any time in its history, the University is within reach of this global excellence, but it will only be achieved with generous funding from private sources.” “Like Jefferson, we understand that the greatest hope for our future power, prosperity, and happiness lies in the eradication of ignorance and in the cultivation of the human mind—and in our ability to harness the transformative power of knowledge to serve the public good.” 43
  44. 44. Campaign 44 Test, Test, Test Communications Case Reviews: At U.Va. we held case reviews throughout the United States as ell as online. These were luncheons and receptions. Case sent in advance. President spoke, then asked for comments on the case. Case reviews provide not simply ideas, but ways to engage alumni, to hear their views, and to make them part of the process. 44
  45. 45. Campaign 45 Instilling the Brand Communications Staying on Message 45
  46. 46. Campaign Communications 46
  47. 47. Campaign 47 Instilling the Brand Communications 47
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  51. 51. Campaign Communications Instilling the Brand 51
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  64. 64. Campaign Communications Instilling the Brand 64
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