UW-La Crosse Branding

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UW-La Crosse Branding

  1. 1. Branding<br />
  2. 2. Thank You!<br />
  3. 3. Guiding principles/etiquette<br /><ul><li>The Branding Committee will preserve and uphold UW-L’s core mission and keep students its top priority.
  4. 4. Committee members will be expected to attend meetings at their scheduled start time. Committee work will not be reviewed once a meeting is started for tardy members.
  5. 5. Committee members will value and respect all participants and perspectives, and exercise civility and integrity.
  6. 6. Committee members will be expected to keep current with committee readings, assignments, etc., prior to a scheduled meeting.
  7. 7. Committee members will be expected to keep their constituent group(s) up to date of committee work.
  8. 8. After two unexcused absences, the committee chair will ask the respective governance group to find a replacement.
  9. 9. Committee meetings will have an agenda with a scheduled time frame, which will typically be one hour.</li></li></ul><li>Why now?<br /><ul><li> Ever-increasing competition
  10. 10. Changes with System; future flexibilities?
  11. 11. Explosion of social media
  12. 12. Web is now our front door
  13. 13. Seven years since our last review</li></li></ul><li>Assumptions<br /><ul><li> No additional budget support
  14. 14. Review needs to be comprehensive
  15. 15. Scale of work is up to the committee
  16. 16. Complete the process by June 2012
  17. 17. Phase it in as quickly as possible</li></li></ul><li>Scale of Work<br /> Tag Line IMP & Logo<br /> IMP = Integrated Marketing Plan<br />
  18. 18. Scale of Work<br />Perception Analysis<br /> Current Tag Line IMP<br /> Assessment & Logo<br /> IMP = Integrated Marketing Plan<br />
  19. 19. What is a brand?<br />It’s not a logo, ad campaign, <br />spokesperson or slogan.<br />— Christina Pattyn, Vice President, Marketing, Pangborn Design Ltd.<br />
  20. 20. One definition:<br />Branding involves <br />building a relationship <br />over time with the consumer.<br />— Branding University of Missouri, University Affairs 2009<br />
  21. 21. Another definition:<br />A brand is a valued and differentiating promise that a college, university or school makes to its most important audiences to meet a need or fulfill an expectation.<br />— Building Brand Momentum by Robert Sevier<br />
  22. 22. Every organization has a brand, whether they like it or not, <br />whether they realize it or not, <br />whether or not they have an expensive <br />ad campaign or a new logo. <br />— Christina Pattyn, Vice President, Marketing, Pangborn Design Ltd.<br />
  23. 23. What constitutes brand identity?<br /><ul><li>Name
  24. 24. Logo
  25. 25. School colors
  26. 26. Campus icons
  27. 27. Reputation
  28. 28. Core values
  29. 29. Institutional messages
  30. 30. Mission
  31. 31. Strengths
  32. 32. History
  33. 33. Emotion
  34. 34. Campus culture
  35. 35. Interactive </li></ul>(two-way communication is important)<br />— Branding University of Missouri, University Affairs 2009<br />
  36. 36. Why is branding important?<br /><ul><li>It enables components of a complex organization to take advantage of the reputation of the total organization.
  37. 37. Components of an organization seek their own identities with a logo or other symbol; but in marketing terms, this tends to serve the seller rather than the consumer.
  38. 38. It makes it easier for the consumer to identify with the organization.</li></ul>— Branding University of Missouri, University Affairs 2009<br />
  39. 39. Because strong brands attract:<br /><ul><li>Talented administrators, faculty/staff and students
  40. 40. More media attention
  41. 41. More research dollars
  42. 42. Strategic partners including foundations and organizations supplying internships
  43. 43. Greater alumni support
  44. 44. More positive word-of-mouth
  45. 45. Greater loyalty internally along with external stakeholders as alumni and donors</li></ul>Stronger brands require fewer direct marketing expenditures.<br />— Building Brand Momentum by Robert Sevier<br />
  46. 46. What do people think of UW-La Crosse?<br />
  47. 47. UW-La Crosse Mission Statement<br />The University of Wisconsin-La Crosse provides a challenging, dynamic, and diverse learning environment in which the entire university community is fully engaged in supporting student success. Grounded in the liberal arts, UW-L fosters curiosity and life-long learning through collaboration, innovation, and the discovery and dissemination of new knowledge. Acknowledging and respecting the contributions of all, UW-L is a regional academic and cultural center that prepares students to take their place in a constantly changing world community.<br />
  48. 48. Official UW-L Logos<br />
  49. 49. Other logos used on campus<br />
  50. 50. Others …<br />
  51. 51. … and more!<br />
  52. 52.
  53. 53. Branding Examples<br />
  54. 54.
  55. 55. Powerpoint templates<br />
  56. 56. What is UW-L’s branding goal?<br />
  57. 57. <ul><li>Convey what is unique about UW-La Crosse, what differentiates us from competitors
  58. 58. Generate allegiance over time
  59. 59. Produce increased support for UW-La Crosse</li></li></ul><li>What are the next steps?<br />
  60. 60. <ul><li>Build internal support for the planning process
  61. 61. Oversee the strategic brand audit including interfacing with internal stakeholders and external target audiences
  62. 62. Guide the development of potential brand promises
  63. 63. Conduct promise testing
  64. 64. Create a brand communication plan
  65. 65. Establish and oversee brand budget and calendar
  66. 66. Provide guidance as the brand promise is implemented
  67. 67. Assist in strengthening the brand promise</li></ul>— Building Brand Momentum by Robert Sevier<br />
  68. 68. Questions to think about:<br /><ul><li>Who are your real (primary) competitors? In what context? In what markets?
  69. 69. What truly distinguishes UW-L from those competitors?
  70. 70. How is this distinction valued in the minds of your prospects?
  71. 71. What will it take for us to validate that distinction externally?
  72. 72. What will it take for us to convince internal audiences about the need for emphasizing and delivering on that distinction?</li></ul>— The Real U, Robert M. Moore<br />

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