Ama Symposium 2009


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Internal Branding for colleges and universities

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Ama Symposium 2009

  1. 1. Symposium for the Marketing of Higher Education <ul><li>Internal Branding: The New Role for Higher Education Communications and Marketing Professionals </li></ul><ul><li>Boston, MA </li></ul><ul><li>November 15, 2009 </li></ul><ul><li>Rex Whisman and Joe Donovan </li></ul>
  2. 2. Pre-Conference Tutorial <ul><li>Welcome </li></ul><ul><li>Introductions and expectations </li></ul><ul><li>Where is your college or university in the brand development process? </li></ul><ul><li>Overview of session </li></ul><ul><li>Intended outcomes </li></ul>
  3. 3. “Almost all the growth that’s available to you exists when you aren’t like most people and when you work hard to appeal to folks who aren’t most people.” Seth Godin, Tribes
  4. 4. <ul><li>brand / n. 1 your name. 2 what your name stands for. 3 associations with your name. 4 position your name holds in the minds and hearts of others. </li></ul><ul><li>branding / v. 1 the process of aligning your internal culture with your external reputation. 2 communicating the essence of your institution based on mission, core values and stakeholder engagement. </li></ul>
  5. 5. <ul><li>Brand Research </li></ul><ul><li>Examine the essential role that internal branding plays in organizational settings </li></ul><ul><li>Findings and Implications </li></ul><ul><li>Organizations succeed when they include internal branding in the overarching brand strategy </li></ul><ul><li>Internal branding provides the opportunity to move beyond traditional branding approaches to an embedded cultural approach </li></ul>
  6. 6. Brand Trends <ul><li>Brand equity </li></ul><ul><li>Brand funding </li></ul><ul><li>Social responsibility </li></ul><ul><li>Corporate reputation </li></ul><ul><li>Internal branding </li></ul><ul><li>Source- Academy of Marketing, 2008 </li></ul>
  7. 7. Internal Branding <ul><li>A formal program that engages internal stakeholders in your institution’s brand development process, allowing your institution to align its internal culture with its external reputation. </li></ul>
  8. 8. <ul><li>“ The toughest part of internal branding is changing the organizational culture. The brand needs to be absorbed into the fabric of everything you do to be successful. This is not a campaign, it is culture change. Commit to it, get top administration to lead it, and stick to it.” </li></ul><ul><ul><li>Harry Hayward </li></ul></ul><ul><ul><li>Director of Electronic Media </li></ul></ul><ul><ul><li>University of Washington </li></ul></ul>
  9. 9.
  10. 10. Situation <ul><li>Choices </li></ul><ul><li>Expectations </li></ul><ul><li>Demographics </li></ul><ul><li>Appropriations </li></ul><ul><li>Financing </li></ul><ul><li>Technology </li></ul><ul><li>Accountability </li></ul><ul><li>Do more with less </li></ul><ul><li>What is important? </li></ul><ul><li>Why is it important? </li></ul>
  11. 11. Recession
  12. 12. New Opportunities for Education Brands <ul><li>Establish your place in the new global economy </li></ul><ul><li>Do more with less </li></ul><ul><li>Discover or re-discover mission, vision, values and goals </li></ul><ul><li>Assume a leadership role in brand development </li></ul><ul><li>Engage stakeholders in brand building process </li></ul><ul><li>Utilize new media to deliver message </li></ul><ul><li>Develop a sustainable brand for you and your institution </li></ul>
  13. 13. <ul><li>Communications and marketing professionals are essential to helping institutions of higher learning honor their traditions, create value and position themselves in a modern context. </li></ul>
  14. 14. Your Role <ul><li>Connect stakeholders </li></ul><ul><li>Dialogue internally </li></ul><ul><li>Live mission and core values </li></ul><ul><li>Guide behavior </li></ul><ul><li>Implement strategic plan </li></ul><ul><li>Connect with accreditation </li></ul><ul><li>Ensure sustainability </li></ul><ul><li>Create value </li></ul>
  15. 15. Three Waves of Brand Development <ul><li>Marketing mind-set </li></ul><ul><li>Corporate mind-set </li></ul><ul><li>Enterprise mind-set </li></ul>Source: Mary Jo Hatch and Majken Schultz, Taking Brand Initiative , 2008.
  16. 16. Enterprise Brand
  17. 17. Marketing 1.0
  18. 18. Branding 2.0
  19. 19. Six Cs of Branding
  20. 20. Connection
  21. 21. Conversation
  22. 22. Collaboration
  23. 23. Community
  24. 24. Culture
  25. 25. Digital Media- Social Networks
  26. 26. Digital Media- Mobile Communications
  27. 27. Internal Branding- Next Steps <ul><li>Assess brand landscape </li></ul><ul><li>Dialogue on internal branding </li></ul><ul><li>Seek out partners </li></ul><ul><li>Message of sustainability </li></ul><ul><li>Enterprise mind-set </li></ul><ul><li>Develop brand platform </li></ul><ul><li>Connect with strategic plan and accreditation </li></ul><ul><li>Execute with digital media </li></ul><ul><li>Develop a personal brand strategy </li></ul>
  28. 28. <ul><li>“ Managing a brand is a lifetime of work.” </li></ul><ul><li>Howard Schultz </li></ul><ul><li>Chairman </li></ul><ul><li>Starbucks </li></ul>
  29. 29. Brand Resources <ul><li>Chaney, Paul. The Digital Handshake , 2009 </li></ul><ul><li>Hatch, Mary Jo and Majken Schultz, Taking Brand Initiative , 2008 </li></ul><ul><li>Ind, Nicholas. Living the Brand , 2008 </li></ul><ul><li>Michelli, Joseph. The New Gold Standard , 2008 </li></ul><ul><li>Neumeier, Marty. Zag , 2007 </li></ul><ul><li>Sartain, Libby and Mark Schumann. Brand for Talent , 2009 </li></ul>
  30. 30. Contact <ul><li>Rex Whisman </li></ul><ul><li>Principal </li></ul><ul><li>BrandED consultants group </li></ul><ul><li>[email_address] </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>
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