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Knowing Who We Are: The DePaul Brand


       Presentation to HighEdWeb 2011

              October 24,2011
Today’s Topics

• Why branding in higher ed is so challenging
• DePaul’s process for gaining agreement to a university-wid...
DePaul Highlights

•   Located in Chicago, IL
•   Six Campuses
•   2,500 FT Employees
•   Ten Colleges/275 Academic Progra...
DePaul University is the largestCatholic and the
ninth largestprivate university in the nation.
     Catholic Universities...
Why is Branding so Difficult in Higher Ed?

• In most organizations, the brand is the outward expression of the
  mission
...
“Principles” of Higher Ed Branding

•   It starts with what you are
•   It’s an on-going, evolving process
•   It’s more a...
History
•   DePaul started to talk about the concept of branding in 2000 at the start of
    our last strategic planning p...
DePaul’s “Brand Architecture” – pre-2003




   Barat      CTI     Education     Kellstadt          LA&S   Law




  Music...
DePaul’s Brand Architecture – Post-2003
         •    DePaul now goes to market with the DePaul Dominant structure.
      ...
The Process of Defining the DePaul Brand

•   Understand what people think about DePaul and its main competitor
    school...
Project Objectives

•   Develop the unified brand language
•   Refine the individual audience messaging strategies
•   Dev...
Project Phases



                       • Internal university leadership
Internal - Strategic     perspectives           ...
Research Objectives

• To understand:
   – What characteristic are important to people in determining the
     reputation ...
Key Findings From Quantitative Research

What’s Important
•   The characteristics that were most important in determining ...
Key Findings From Quantitative Research (cont.)

What DePaul is Known for
•   The characteristics most closely associated ...
DePaul vs. Key Competitors




                             16
DePaul vs. Key Competitors




                             17
DePaul vs. Key Competitors




                             18
Mapping the Characteristics




                              19
Mapping the Characteristics




                              20
Mapping the Characteristics




                              21
Mapping the Characteristics




                              22
Mapping the Characteristics




                              23
Mapping the Characteristics




                              24
Mapping the Characteristics




                              25
Mapping the Characteristics




                              26
Mapping the Characteristics




                              27
Benefits Sought from DePaul Audiences
            Characteristics                       Benefit                        Rol...
DePaul Unified Brand Positioning

For the university’s primary audiences, DePaul is the university
that prepares graduates...
DePaul Brand Identity
                                 EXTENDED IDENTITY




           Connected                         ...
Implementation

• Approved by senior leadership 12/10
• Brand presentation kicked off the initial 2018 strategic planning
...
Print ad




           32
Print ad




           33
Outdoor – bus shelter ad




                           34
APPENDIX


           35
Methodology and Quantitative Research Plan
    A total of 11 different respondent groups were surveyed which represent DeP...
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Knowing What We Are: The DePaul Brand

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My presentation on the DePaul Brand given at HighEdWeb, 10/24/11.

Knowing What We Are: The DePaul Brand

  1. 1. Knowing Who We Are: The DePaul Brand Presentation to HighEdWeb 2011 October 24,2011
  2. 2. Today’s Topics • Why branding in higher ed is so challenging • DePaul’s process for gaining agreement to a university-wide brand strategy • Results of our latest research and brand refinement • Twitter: #MMP2 • @debmaue 2
  3. 3. DePaul Highlights • Located in Chicago, IL • Six Campuses • 2,500 FT Employees • Ten Colleges/275 Academic Programs • 140,000 living alumni/100,000 in Chicagoland • Big East Athletics • Budget of $550 Million
  4. 4. DePaul University is the largestCatholic and the ninth largestprivate university in the nation. Catholic Universities Private Universities DePaul University 25,145 New York University 43,404 St. John's University 21,354 University of Southern California 36,896 Georgetown University 16,871 Brigham Young University 32,982 Loyola University Chicago 15,951 Boston University 32,727 Saint Leo Univesity 15,565 Northeastern University 29,528 Fordham University 15,158 Nova Southeastern University 29,153 Boston College 14,015 Harvard University 27,291 Saint Louis University 13,875 Columbia University 25,221 University of Notre Dame 11,985 DePaul University 25,145 Marquette University 11,806 George Washington University 25,135
  5. 5. Why is Branding so Difficult in Higher Ed? • In most organizations, the brand is the outward expression of the mission – Not so in Catholic higher ed • Brand is defined by the experience people have had with you – You’re not starting from scratch • Many audiences who want many different things from their interactions with you – Prospective students – Alumni – Donors – Employers • Decentralized organizational structure – No clear process for gaining agreement – Little leverage to get colleges, departments, divisions to adopt brand standards and messaging 5
  6. 6. “Principles” of Higher Ed Branding • It starts with what you are • It’s an on-going, evolving process • It’s more about what you do than what you say • To be effective, your brand must be: – Distinctive – Ownable – Benefit-oriented 6
  7. 7. History • DePaul started to talk about the concept of branding in 2000 at the start of our last strategic planning process – Initial work done in three phases • Graduate/adult, Undergraduate, Advancement – By 2005, we had common brand architecture, common brand language, and consistent logo usage 7
  8. 8. DePaul’s “Brand Architecture” – pre-2003 Barat CTI Education Kellstadt LA&S Law Music SNL OCPE The Theatre School
  9. 9. DePaul’s Brand Architecture – Post-2003 • DePaul now goes to market with the DePaul Dominant structure. – The Theatre School is the only exception to the DePaul dominant structure Education Law LA&S Music OCPE SNL* The Theatre School* DePaul KGSB* CTI* Office of Continuing and Professional Dominant Education DePaul Shared DePaul The Theatre School Endorsed Stand-alone
  10. 10. The Process of Defining the DePaul Brand • Understand what people think about DePaul and its main competitor schools – Students – Alumni – Faculty/Staff – Community at large • Understand the gaps between how we want people to think about DePaul and how they think about us now • Figure out what we need to do and say to close the gaps 10
  11. 11. Project Objectives • Develop the unified brand language • Refine the individual audience messaging strategies • Develop key messages to support the unified brand strategy 11
  12. 12. Project Phases • Internal university leadership Internal - Strategic perspectives • 28 Interviews Audit • Existing brand and relevant work • 19 In-depth Interviews • External market perspectives of • 13 Focus Groups (132 DePaul and competitors total inputs) External - • Qualitative insights • Online Survey Market Audit • Quantitative insights • 1,517 completes • Competitive assessment • Refined Unified Brand • Unified brand strategy Strategy Strategy Develop- recommendations • Refreshed Positioning ment • Internal core team sessions Strategies • Key Messages 12
  13. 13. Research Objectives • To understand: – What characteristic are important to people in determining the reputation of a university – What characteristics people associate with DePaul and its competitors 13
  14. 14. Key Findings From Quantitative Research What’s Important • The characteristics that were most important in determining a university’s reputation were: – Academic reputation and recognition – Faculty contributions and interactions – Strong price/value relationship • Career connections and outcomes, having a current curriculum, and having strong student support services are also very important • People indicated that prominent alumni, school pride, athletics and religious affiliation were less important to them in determining a university’s reputation 14
  15. 15. Key Findings From Quantitative Research (cont.) What DePaul is Known for • The characteristics most closely associated with DePaul were: – Being connected to a world-class city – Teaching approach – Having a variety of curricular options • Diversity in the student body, recognized programs, and providing an education that encourages service are also strong characteristics 15
  16. 16. DePaul vs. Key Competitors 16
  17. 17. DePaul vs. Key Competitors 17
  18. 18. DePaul vs. Key Competitors 18
  19. 19. Mapping the Characteristics 19
  20. 20. Mapping the Characteristics 20
  21. 21. Mapping the Characteristics 21
  22. 22. Mapping the Characteristics 22
  23. 23. Mapping the Characteristics 23
  24. 24. Mapping the Characteristics 24
  25. 25. Mapping the Characteristics 25
  26. 26. Mapping the Characteristics 26
  27. 27. Mapping the Characteristics 27
  28. 28. Benefits Sought from DePaul Audiences Characteristics Benefit Role • Academic reputation • Program recognition for excellence • Highly ranked programs Respected Academically Requirement • Faculty experts • Grads hired by top employers/grad schools • Ongoing support for career • Connections to top companies Career Opportunities Requirement • Alumni in local economy • Faculty with real-world experience • Teaching focus/small class size • Current curriculum Prepared for the Real World Strategic Driver • Wide variety of programs • Flexibility • World-class city • Global issues Multicultural Perspectives Supporting Differentiator • Diversity • Balanced education • Education encourages service and social responsibility Social Awareness Supporting Differentiator • Catholic • Relationships with community 28
  29. 29. DePaul Unified Brand Positioning For the university’s primary audiences, DePaul is the university that prepares graduates to work, succeed and contribute in the global community. Its foundation of respected academics and real-world knowledge, balanced with the urban and multicultural experiences of Chicago and an awareness of social responsibility, is what makes DePaul unique. • DePaul’s ranked programs and faculty experts contribute to its tradition of respected academics • DePaul prepares its graduates through a current curriculum that incorporates real-world knowledge and experiences of Chicago and beyond, faculty focused on teaching, and individualized attention • Academics are balanced with an exposure to and an understanding of the global community through DePaul’s unique combination of its urban environment (Chicago), diverse student body, and global issues infused in the curriculum • DePaul builds integrity among students, alumni and employees by fostering a sense of one’s social responsibility as a member of the global community through its support for service and foundation of Catholic values 29
  30. 30. DePaul Brand Identity EXTENDED IDENTITY Connected Catholic Real-World Knowledge Respected Urban educated. Multicultural Academics World ready. Experiences World-Class Respectful / City Caring Social Responsibility Student Current Focused 30
  31. 31. Implementation • Approved by senior leadership 12/10 • Brand presentation kicked off the initial 2018 strategic planning meeting summit • Brand presentations made to key college and divisional staff and all front line staff (Admissions, Career Center, Financial Aid, Student Records) • Re-launched brand resource site • New advertising campaign launched 9/11 • http://bit.ly/DePaulAd
  32. 32. Print ad 32
  33. 33. Print ad 33
  34. 34. Outdoor – bus shelter ad 34
  35. 35. APPENDIX 35
  36. 36. Methodology and Quantitative Research Plan A total of 11 different respondent groups were surveyed which represent DePaul’s main audiences and align with previous qualitative research inputs Methodology 15 minute, online survey to key DePaul audiences; Administered by DePaul’s EMR via Human Capital Corporation Gift certificate and I - pad drawing incentives; Survey in field from June 21st – August 7th Respondent Strategic Survey Group Survey N Response Completed Strategic Sample Source Weighting Targets Rate Weighting Under- 30% Prospect freshman 100 20, 379 0.7% 138 32% EMAS: Fall 2010 graduate Prospect transfers 100 6,181 2.0% 126 8% EMAS: Fall 2010 Current students 100 2957 4.8% 141 50% PeopleSoft (fresh – senior) Parents variable 2957 5.1% 151 10% PeopleSoft (from the Quad) Graduate / 30% Prospects 100 7,196 1.4% 102 30% EMAS / Law School Dbase Adult Current students 100 1,620 6.7% 108 60% PeopleSoft (incl. Law) OCPE (Applicants 100 972 7.7% 75 10% OCPE prospect & enrolled and Enrolled) student dbase Advancement 30% Alumni 100 3,953 5.6% 223 70% Advance (grads post 1970) Employers variable 400 12.0% 48 20% Marketing Strategy source Community 100 19,995 1.1% 214 10% eRewards (5 mi radius of LP/Loop) Faculty / 10% Full time faculty & 100 3.696 5.4% 198 100% PeopleSoft Staff staff, part-time faculty Total 100% 900 70,306 2.2% 1517* 100% Completes: *Total Completes = 1809 including partially completed surveys Quantitative Analysis Summary 36
  • terrympatterson

    May. 14, 2012

My presentation on the DePaul Brand given at HighEdWeb, 10/24/11.

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