Building the Missouri S&T brand


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May 2009 presentation to the Chancellor's Council of Missouri University of Science and Technology

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Building the Missouri S&T brand

  1. 1. Building the Missouri S&T brand Andrew Careaga Missouri S&T Communications Chancellor’s Council, May 6, 2009
  2. 2. What is this thing called BRANDING? what is a brand? why is branding important? what does it mean for Missouri S&T?
  4. 4. WHAT IS A BRAND? name? association? logo?
  5. 5. A brand is how people feel about a product, service or organization
  6. 6. brands are defined by people, not organizations and people are emotional, intuitive beings
  7. 7. IN OTHER WORDS… …OUR BRAND is not what we say it is ... … it’s what they say it is
  8. 8. A brand is more than a name or a logo – it is a promise and a contract with every customer with whom you are dealing. And if people feel that the offering does not live up to what they expect from the brand, they will decide to stop buying. Richard Branson, founder of Virgin
  9. 9. A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well. Jeff Bezos, founder,
  10. 10. NAME CHANGE AND BRANDING • Reflect our standing as a leading technological research university • Differentiate from the other UM campuses • Aid recruitment on a national scale • Enhance our reputation nationally and internationally
  11. 11. THE ROLLOUT
  14. 14. MISSOURI S&T BRAND PLATFORM • The strategic foundation for university- wide, brand-based decisions • Based on our mission Solving the problems of a technological world • Brand “drivers”
  15. 15. MISSOURI S&T BRAND DRIVERS • Distinctive features of how Missouri S&T carries out its mission • Foundation for all marketing actions and messages • Should be used consistently • Can be articulated differently
  16. 16. MISSOURI S&T BRAND DRIVERS • Practical, applied experiences • Successful graduates • Sustainable economic impact • Strong reputation • Broad range of engineering and science degree programs • Supportive communities
  18. 18. BRAND-BUILDING: ACADEMICS • Target U.S. News voters • Monthly postcards, email newsletters • Tagline: What’s new at Missouri S&T? • ASEE Prism mailer
  21. 21. DIFFERENTIATION We’re hardwired to notice only what’s different
  22. 22. OUR ADVANTAGE (AND OUR CONUNDRUM) California Institute of Technology Carnegie Mellon Colorado School of Mines Drexel University Georgia Institute of Technology Illinois Institute of Technology Michigan Technological University New Jersey Institute of Technology Rensselaer Polytechnic Institute South Dakota School of Mines and Technology Stevens Institute of Technology Missouri S&T WorcesterPolytechnicInstitute Massachusetts Institute of Technology University of Southern CaliforniaUniversity of California-Berkeley University of Illinois at Urbana- Champaign University of Michigan-Ann Arbor Universityof Missouri-Kansas City University of Missouri-St. Louis The University of Texas at Austin Purdue University Texas A&M University Texas Tech University Universityof Missouri-Columbia Stanford University 0% 10% 20% 30% 40% 50% 60% 70% 80% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% %EngineeringEnrollment % Engineering, Business, Science & Math Enrollment
  23. 23. BUILDING THE BRAND Let’s make S&T as synonymous with Missouri University of Science and Technology … … as A&M is with Texas Agricultural and Mechanical University
  24. 24. HOW YOU CAN HELP • Always use the correct name or shortened version, either – Missouri S&T, or – S&T • When you hear others using the wrong term, gently point out the error • Thank those who use the correct term (positive reinforcement)
  25. 25. HOW YOU CAN HELP Please avoid saying: • MST • MS&T • MUST • MOST It’s OK to say “S&T”
  26. 26. HOW YOU CAN HELP
  27. 27. S&T SOCIAL NETWORKS • Facebook • Twitter • YouTube • Flickr