1. Rochester Institute of Technology
J-SCHOOL TO
BRAND U:
IT’S ALL ABOUT
STORYTELLING
Bob Finnerty

2. Rochester Institute of Technology
J-SCHOOL TO BRAND U

3. Rochester Institute of Technology
J-SCHOOL TO BRAND U
 Fourth Estate
/ Decline in readership
/ Decline in reporting
/ Decline in resources
 Dark side?
/ Appetite for information
/ Media is just a middle
man
/ Direct news, publish and
produce

4. Rochester Institute of Technology
J-SCHOOL TO BRAND U
 Want media? Be the media
 You are what you publish
 People want authenticity, not spin
 Participation, not propaganda
 “Press” release. No! it’s news for all
 Social media is a cocktail party
 Digital content = convergence of PR &
Marketing

5. Rochester Institute of Technology
J-SCHOOL TO BRAND U
 RIT’s newsroom
/ http://www.rit.edu/news

6. Rochester Institute of Technology
J-SCHOOL TO BRAND U
What is branding? Deeper than a logo or tagline
• Perception (Think Harvard)
• Personality (Think Nike)
• Experience (Think Disney)
• Enlightening (Think Apple)
• Magnetic (Think Starbucks)
• Storytelling (Think Chrysler’s “Imported from
Detroit”)
• Show it, don’t tell it (Hmm. I heard this in the
newsroom)

7. Rochester Institute of Technology
J-SCHOOL TO BRAND U
RIT Brand Pillars
 Art & Technology
 Theory & Application
 Imagination & Rigor
 Perspective & Specialization
 Hobbyists & Professionals
 Quirky & Proud
 Inquisitive & Driven
 Problem Seekers

8. Rochester Institute of Technology
J-SCHOOL TO BRAND U

9. Rochester Institute of Technology
J-SCHOOL TO BRAND U
 RIT-San Francisco case study
/ PR: http://www.rit.edu/news/story.php?id=50872
/ Marketing: http://www.rit.edu/news/magazine_sf.php
/ Brand: https://www.rit.edu/alumni/news/sf_bay/

10. Rochester Institute of Technology
J-SCHOOL TO BRAND U
 RIT-San Francisco case study

11. Rochester Institute of Technology
J-SCHOOL TO BRAND U
 RIT-San Francisco case study
/ Results
 Readership: 105,000 circulation; 2,600 online and tablet views.
 Social Media ads:
o 27,000+ impressions, 300+ engagements
o $480 total spend!
 Apple VP sees homepage – wants to hire co-ops

12. Rochester Institute of Technology
J-SCHOOL TO BRAND U
 RIT-San Francisco case study

13. Rochester Institute of Technology
J-SCHOOL TO BRAND U
Why does all this matter?
Strong brands …
 Engage constituents in a richer experience.
 Build loyalty.
 Command generous support.
 Improve the user experience.
 Flourish in difficult times.
 Accelerate momentum.

14. Rochester Institute of Technology
J-SCHOOL TO BRAND U
You must speak and be well versed in 4 languages:
 Journalism
 Public relations
 Marketing
 Branding
 Don’t freak out. It’s what we love –
Storytelling!

15. Rochester Institute of Technology
 Learn from a Shark:
/ “From the day you’re born,
you’re branding yourself.
You are what you eat. You
are what you wear. You are
what you drive. You can’t
help yourself.”
 Daymond John
J-SCHOOL TO BRAND U

16. Rochester Institute of Technology
J-SCHOOL TO BRAND U
 Content is King-Queen
 What is your story?
/ Content marketing:
http://www.youtube.com/watch?v=9OHgMM
pGLzk
 A PR team driving the brand bus
/ http://www.rit.edu
 Tourists don’t flock to war zones:
http://bit.ly/1A2wbOm

17. Rochester Institute of Technology
J-SCHOOL TO BRAND U
Final thoughts:
 Know your audience. Why should they care?
 Do your homework
 Show don’t tell; avoid the noise
 Product/experience before message
 Internal buy in – Custodian to CEO

18. Rochester Institute of Technology
J-SCHOOL TO BRAND U
 Let’s discuss
/ Convergence: Marketing &
Communications
/ Blurred lines?
/ PRSA and the AMA?
/ Will PR be a subset of marketing?
/ Marketing is the wind; PR is the sun