Cultivating Community Around Your Brand

Rick Bailey, Principal, RHB, @richardhbailey
Sam Waterson, EVP, RHB, @slwaterson
#CCCU2012
Chris Williams, Director of Communications
Joe Davis, PhD, Director of Admission
© 2012 Richard Harrison Bailey/The Agency All Rights Reserved.

Cultivating
Community
Around Your
Brand

JOINING
HANDS AND
SINGING
“KUM BAH
YAH”

The AU Brand:
A Little History

THE
STARTING
POINT:
The President’s
Commission
on Revitalization

THE CHARGE:
To create a vibrant
future for AU out
of the University’s
long-held Christian
beliefs, its mission,
and its history with
the Church of God

REVITALIZATION
“to imbue with
new life”

Integrity
Excellence
Servant Leadership
Responsibility
Generosity

To identify the
one spot in the
universe that
only AU occupies.

What is
Our Brand?

A perception or
emotion maintained
by somebody other
than you.

The total experience
of your university.

The story of you.

Discovering
Our Story
Building
Ownership
Launching
Our Story

Coherence

IS TELLING THE TRUTH.

IF WE COULD
KNOW WHERE
WE ARE AND
WHITHER WE
ARE TENDING
WE COULD
BETTER FIGURE
HOW TO GET
THERE.”
“

— ABRAHAM LINCOLN
IF WE COULD
KNOW WHERE
WE ARE AND
WHITHER WE
ARE TENDING
WE COULD
BETTER FIGURE
HOW TO GET
THERE.”
“

1
2
3
4
ARRIVING AT COHERENCE

1
2
3
4
1
Defining the destination
In this kick-off meeting that
begins our partnership, we’ll
develop a shared
understanding of your goals
for your organization or
institution, and together
define measures of success.

1
2
3
4
1
Three Satellites
To determine your current
position in the marketplace, we
next engage in comprehensive
market research, answering the
“three satellite” questions
illustrated in the next steps.
These findings will pinpoint
your location on the landscape
of competing groups and
messages.
2

1
2
3
4
1
Satellite One: Who are you?
With Circles of Influence,
we’ll discover the distinctive
experience of your institution
by engaging in intensive
conversations with current,
internal, primary customers.
2

1
2
3
4
1
Satellite Two:
What do you say you are?
Here, we’ll take a Coherence
Inventory of your current
communication strategies and
tools, with an eye toward
identifying those that are “on
track,” as well as those that
represent missed opportunities.
2

Website
Recruitment communications
Campaign and development communications
Alumni communications
Internal brand articulations{SATELLITE
TWO

1
2
3
4
1
Satellite Three:
What do others say you are?
In this step, we’ll gather and
evaluate the perceptions of
external markets, again looking
for opportunities to clarify
messaging, address
misunderstandings and better
connect with constituents.
2

Presidentialspeechesandinterviews
Conversationswithtrustees
Commencementaddress(Enright)
PerformaStudyofAdmittedStudents
ScannellandKurzEnrollmentStudy
StamatsPriceElasticityStudy
EnrollmentManagementReports
NSSEReport
SOARSurvey
COGHigherEducationStudy
PerformaPersistenceResearchProject
RevitalizationPresentation
AUStrategicPlan
AUBrandingCommitteeNotesandResearchData
{SATELLITES
ONE & THREE

1
2
3
4
1
Coherence Manifest
Now we’re ready to chart a
course that will guide you
toward the destination(s)
outlined in Step One. Part
communications standards, part
strategic plan, the Coherence
Manifest presents the verbal
and visual elements that will
serve as navigational
touchstones in the development
of new key messaging and
communications.
2
3

1
2
3
4
1
Making the trip
In this final phase of our journey
toward coherence, we will
implement the strategies and
creative direction developed in
the previous steps. Marketing
communication tools will vary
depending on the “three
satellite” findings, but may
include digital, print or
broadcast solutions.
2
3
4

Discovering
Our Story

Anderson is the
flagship university of
the Church of God
(Anderson).

The Anderson University
community mirrors the
values of its supporting
church.

As part of its connection
to the COG, the Anderson
community “believe[s] in,
treasure[s], and cherish[es]
the Bible as the written
Word of God ...”

Scripture is the light to
Anderson’s path.

As a Christ-centered
university, Jesus is the
lens through which
Anderson views the
world.

Anderson welcomes those
who are seeking truth and
challenges those on the
journey.

Anderson’s programs are
designed to prepare
students for more
meaningful lives:
intellectually, spiritually and
vocationally.

Without the barriers of
credal association,
Anderson invites scholars
to free and open inquiry
about life’s significant
questions.

As a reflection of its
openness, Anderson’s
environment is welcoming,
social, creative and fun.
A rich tradition of shared
experiences helps build
a strong sense of
community.

Ultimately, this climate for
academic inquiry, mutual
support and understanding
yields people of character who
demonstrate and value
integrity, excellence, servant-
leadership, responsibility and
generosity.

Non-Credal

We Don’t
Believe.

We Don’t
Believe
that college educations—or
college graduates—are
manufactured.

that conformity is the goal.
We Don’t
Believe

that students start at the same
places in their educational
journeys—or that they have the
same needs, challenges, gifts
and talents.
We Don’t
Believe

that Christians start at the
same places in their faith
journeys—or that they have
the same needs, challenges,
gifts and talents.
We Don’t
Believe

that the face-to-face teaching
and mentoring of faculty
members is outdated
or irrelevant.
We Don’t
Believe

that educational excellence
and Christian humility
are at odds.
We Don’t
Believe

that students come to us as
students only.
We Don’t
Believe

that learning—or faith—is dry,
stuffy or stale.
We Don’t
Believe

that wisdom exists without integrity.
We Don’t
Believe

that “personal responsibility” is a
tired cliché.
We Don’t
Believe

that leaders can emerge without
the experience of service.
We Don’t
Believe

that giving means losing.
We Don’t
Believe

in the boundaries of
artificial conventions.
We Don’t
Believe

In short, we are reliably
unconventional, uniformly
common.

And together,
we distinctly like it that way.

Building
Ownership

Meetings ...
and more meetings ...
Revitalization Committee
Trustees
President’s Executive Staff
University Marketing Committee
Faculty
Management Group
Alumni Council
Advancement Division
Admissions Staff
School of Adult Learning
Athletics

WeDontBelieve.com

... that students should have all the fun!
We Don’t
Believe...

Stairwell/Hallway poster

Andersonian Ad

Launching
Our Story

Timeline

October 1917 Anderson Bible Training School Founded
Spring 2010 Revitalization Committee formed
June 2010 AU engages RHB/The Agency
Sept. 2010 Circles of Influence work begins
Oct. 2010 RHB outlines process with Trustees
April 2011 Meetings with faculty and management
May/June 2011 Meetings with Admissions,
Trustees Alumni Council, Advancement division, etc.
Aug. 2011 Internal Launch of AU Story
Oct. 2011 Follow-up meetings with Trustees
and Alumni Council, Student Life,
Management, Faculty
Nov. 2011 External Launch of AU Story
T.V., Web, Billboards, Social, Signatures, etc.
Jan. 2012 Continuation of External
Launch, T.V, Radio, Billboards, Social, etc.
Jan. 2012 Meeting with CCCU: Tucson, AZ

NOW WHAT?

by#Erika#Chaney#################by#Fred#Leary####################by#Sarah#Martens############by#Nathan#Schweke#
that
learning
-or faith-
is dry,
stuffy,
or stale
by#Melissa#Strich###############by#Kimberly#Klotz#########by#Yharelli#Chamboneth##by#Candice#Huntsman#
We Don’t Believe ...

Mural Project
& Affirmation
Meetings

Challenges
& Reactions

Listening
& Learning

Questions?

Rick Bailey, Principal, RHB, @richardhbailey
Sam Waterson, EVP, RHB, @slwaterson
RHB.com
#CCCU
Chris Williams, Director of Marketing
Joe Davis, Director of Admission
Thanks.

Cultivating Community Around Your Brand

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