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2050 Challenge Message


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Elements of the 2050 Challenge message at the Iowa State University College of Engineering.

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2050 Challenge Message

  1. 1. <ul><li>Eric Dieterle </li></ul>Refining and Using the 2050 Challenge Message <ul><li>[email_address] </li></ul><ul><li>October 14, 2009 </li></ul>
  2. 3. The design element in action
  3. 5. What is a brand? <ul><li>Two levels: </li></ul><ul><ul><li>what we say about ourselves (what do we have that adds value?) </li></ul></ul><ul><ul><li>what others say about us (what’s it like to be at Iowa State?) </li></ul></ul><ul><ul><li>Differentiation is key </li></ul></ul><ul><ul><li>Iowa State: a great place to experience college life and explore your potential; accessible, open, friendly </li></ul></ul><ul><ul><li>College of Engineering: a place to become a solid engineer with hands-on experience; reputation for work ethic and innovation </li></ul></ul>
  4. 6. How does 2050 Challenge fit? <ul><li>Yes, it’s a marketing message … </li></ul><ul><ul><li>our vision of the college’s image </li></ul></ul><ul><li>… but it’s more than that </li></ul><ul><ul><li>our approach to engineering education and research </li></ul></ul>
  5. 7. Keywords of current “brand message” Attributes Values Vision High-quality students Technical expertise State-of-the-art research Leadership Hard work Collaboration Pragmatism Community Relationships
  6. 8. Using the 2050 Challenge message <ul><li>Key thoughts: </li></ul><ul><ul><ul><li>Pragmatic – Population is growing and resources are diminishing, so we need innovative solutions. </li></ul></ul></ul><ul><ul><ul><li>Personal – This is about the quality of people’s lives. </li></ul></ul></ul><ul><ul><ul><li>Relevant – Science is the basis of modern life, and engineers put the science to work for us. </li></ul></ul></ul><ul><ul><ul><li>Inclusive – Everyone is affected, so everyone is invited to participate. </li></ul></ul></ul><ul><ul><ul><li>Optimistic – Focus on the world we can deliver, not the one we fear. </li></ul></ul></ul>
  7. 9. Disparate brand messages Consistent brand messages Repetition and consistency—one cannot penetrate an audience’s attention without it. (Concept and words courtesy Patricia VandenBerg)