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Brand vs. Campaign or Brand + Campaign ?
The document discusses the distinction between brand and campaign platforms in higher education marketing, highlighting their characteristics and how they serve different purposes. A brand platform is long-term and focuses on identity, while a campaign platform is short-term and promotes specific actions. Successful brand campaigns convey authenticity, aspiration, clarity, and timelessness, and can help achieve key metrics over time.
In this document
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Discusses the need to balance brand and campaign strategies in higher education marketing.
Explains the historical precedence of brand campaigns over traditional campaigns and their evolving roles.
Describes brand platforms as long-term and identity-focused versus campaign platforms as short-term and results-driven.
Illustrates the differences in focus between brand strategy and campaign strategy.
Explains how strong brands utilize campaigns to convey ideas beyond mere products with examples.
Presents various successful brand campaigns to exemplify effective branding.
Highlights noteworthy brand campaigns, focusing on themes like outstanding performance and customer experience.
Defines successful brand campaigns as authentic, aspirational, and clear, with a specific focus on higher education contexts.
Showcases specific university campaigns that exemplify significant public value and commitment to societal impact.
Discusses the concept of 'boundless' opportunities in branding, emphasizing shared community spirit and potential.
Summarizes the metrics brands should focus on for successful campaigns, emphasizing idea selling over product promotion. Concludes the presentation, inviting questions from the audience about branding and campaigning.
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Brand vs. Campaign or Brand + Campaign ?
- 1. Brand VS.Campaign? Brand +Campaign? OR Balancing short-term and long-term goals in Higher Ed Marketing 1
- 2. Teri Lucie Thompson University of Arizona @terilucie Bill Faust Ologie @williamfaust 2
- 3. our agenda fortoday Brands vs. Campaigns • Defining a brand platform • Defining a campaign platform What is a “brand campaign”? • Some examples outside and inside higher ed Insights and conclusions 3
- 4. Historically... brand campaign • came first • more about identity and experience But these lines are blurring. • came second • more about promoting something specific 4
- 5. A brand platformis typically... • A longer-term proposition (5–10 years or more) • A filter for many decisions (beyond communications) • A tool to drive PERCEPTION • Derived from organizational purpose • Lived and reinforced over time • Created for all stakeholders 5
- 6. A traditional campaign platform is typically... • A shorter-term proposition (1–3 years or less) • More about promoting something specific • A tool to drive behavior (call to action) • Derived from a focused message strategy • Focused on near-term results • Tailored to selected stakeholders 6
- 7. A brand platformincludes brand strategy + experience More about the WHO and WHY (we are) (we exist) 7
- 8. A traditional campaignplatform includes message strategy + story More about the WHAT and HOW (we offer) (you benefit) 8
- 9. Strong brands oftenuse campaigns to sell ideas... not just “things.” campaign platform brand platform “brand campaign” 9
- 10. A few examples from outside higher ed 10
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- 20. THE ULTIMATE DRIVINGMACHINE. 21
- 21. THE ULTIMATE DRIVINGMACHINE. 22
- 22. 23 THE ULTIMATEDRIVING MACHINE.
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- 27. Expressed in manyways... the sign off (Ding!) You are now free to move about the country. The employee promise Freedom begins with you and me. the company store The Freedom Shop 29
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- 51. But what makesthese successful brand campaigns? • They are AUTHENTIC • They are ASPIRATIONAL but grounded in reality (see above) • They are SIMPLE, clear, and engaging • They convey a strong POINT OF VIEW • They are timeless (some have run for decades) 60
- 52. But in highered... • Branding is still relatively new (10–15 years) • Campaigns are typically very focused – on recruiting students – on raising money • Resources are scarce Can a brand campaign be succesful? 61
- 53. we think so. (some examples) 62
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- 56. We are Makers. (the big idea) • STEM leadership • A history of innovation and discovery • The eureka moment • The Boilmaker story which stands for “What we make moves the world forward.” (expressed more broadly) 65
- 58. makers BOILER purdue.edu IDEA makers makers purdue.edu DISCOVERY purdue.edu 68
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- 62. Public Value Outcomesand outreach in: • Health • Economics • Environment (the big idea) • Culture/Art • Athletics • Social Mobility “That’s the power of public.” (expressed more broadly) which stands for 73
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- 66. A leader insustainability programs, UC has saved more than $100 million in energy costs and holds more LEED certifications than any other university in the country. Taking care of the only home we’ve got— that’s the power of public. universityofcalifornia.edu NASA Using the CARMA telescope array, UC astronomers collect data on stars and galaxies, deciphering new clues about how our universe formed and evolved. Answering the biggest questions in astrophysics today— that’s the power of public. universityofcalifornia.edu universityofcalifornia.edu ©Jens Kauffmann UC astronomers at the Keck Observatory are using the world’s largest optical and infrared telescopes to study the skies with unprecedented precision. Bringing the depths of space in for a closer look—that’s the power of public. ©Laurie Hatch In the Sierra foothills, UC researchers are helping California ranchers by showing them how to implement the newest soil and grazing methods. Putting research to work— that’s the power of public. universityofcalifornia.edu The UCLA Film and Television Archive, the world’s largest academic collection, preserves more than 300,000 media titles and 27 million feet of newsreel. Ensuring cinema’s defining moments are never lost— that’s the power of public. universityofcalifornia.edu Meet John Doe (1941) universityofcalifornia.edu Treatments developed at UC, like this hepatitis B vaccine, have saved millions of lives and improved millions more. Preventing disease for a healthier world—that’s the power of public. The world’s largest Grateful Dead archive, housed at UC Santa Cruz, preserves the iconic band’s music and legacy for all. Celebrating the wonders of music, old and new— that’s the power of public. universityofcalifornia.edu Assistant professor Octavio Aburto-Oropeza and his team from UC San Diego’s Scripps Institution of Oceanography study the world’s oceans up close. Making sure our ecosystems are full of life—that’s the power of public. universityofcalifornia.edu Octavio Aburto / iLCP 77
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- 69. Boundless (the bigidea) • A shared mind set – unlimited potential • A shared spirit – Bear Down • Both literal and figurative • Never Settle – the strategic platform “Bigger questions. Better answers. Bear down.” (expressed more broadly) which stands for 80
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- 72. HERE FOR BUSINESS? SO ARE WE. NO. 2 PUBLIC ENTREPRENEURSHIP PROGRAM 130+ INVENTIONS DISCLOSED AND PATENTS FILED (2013) NO. 1 FEDERAL RESEARCH FUNDING (BUSINESS FACULTY) #BUSINESS #BEARDOWN ARIZONA.EDU/BEARDOWN 84
- 74. the bottom line A successful brand campaign... ... sells an idea, not a thing ... conveys a brand’s essence but in tangible ways ... aligns with people who share the brand’s philosophy 87
- 75. But it canalso move metrics (over time). • awareness • engagement • enrollment/advancement • perception • trial or consideration • internal alignment + 88
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