21. Actionable Steps
1. Identify your culture
2. Insert culture into your value proposition
3. Pick your three top communications and embed your
culture
4. Find your top brand ambassadors: student/faculty
rock stars, community celebs
5. Ensure culture is evident is prospective student
experiences.
Editor's Notes
Louis Gerstner
CEO of IBM from 1993 – 2002 nearly a decade
Also CEO of Nabisco
He is most commonly known for turning around IBM at a time of turmoil
When he became CEO they had recently laid off over 1000,000 employees were laid
He identified one major problem with IBM at the time: a fragmented culture aka a fragmented brand
At the time IBM was using over 20 marketing agencies to brand their multiple departments and products
Gerstner fired them all and chose 1 sole agency to help identify IBM’s culture and their brand. He developed a unanimous and singular culture for IBM
during his time IBM’s revenue rose from 29 billion to 168 billion
When asked what he learned at IBM he identified culture as number 1
A NH educated Dartmouth grad!
Examples of Culture
MIT Culture is different than ASU culture?
What makes them different?
Deliver Culture teens want (both of us)
Perfect Example: Instagram Selfie
Sean
Touch design
icons as language
Mobile first
Internal: departments
5 Actionable steps to implement
Identify your culture
Is culture part of your pitch?
Pick your three top communications and embed your culture
Find your top brand ambassadors, student/faculty rock stars, community celebs
Ensure culture is evident is prospective student experiences.
Who can identify two identify two things that make their college unique?
Who struggled with it.