The Real U: Building Brands That Resonate with Students, Faculty, Staff, and Donors

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The Real U: Building Brands That Resonate with Students, Faculty, Staff, and Donors

  1. 1. The Real U:<br />Building Brands That Resonate with Students, Faculty, Staff, and Donors<br />eduWeb Conference<br />Chicago, Illinois<br />July 28, 2010<br />Robert M. Moore, Ph.D.<br />President and CEO<br />
  2. 2. 2<br />Agenda<br /><ul><li>Why Brand?
  3. 3. What is a Higher Education Brand?
  4. 4. The Brand Platform
  5. 5. Brand Activation
  6. 6. Northern Arizona University
  7. 7. University of Texas at Arlington
  8. 8. University of Minnesota, Morris</li></li></ul><li>3<br />Published by CASE in March 2010<br />
  9. 9. Why Brand?<br />
  10. 10. 5<br />Pressure From All Sides<br /><ul><li>Prospects just want to have fun</li></li></ul><li>6<br />Pressure From All Sides<br /><ul><li>Prospects just want to have fun…and learn something useful.</li></li></ul><li>7<br />Pressure From All Sides<br /><ul><li>Prospects just want to have fun…and learn something useful.
  11. 11. Students want seminars with Nobel laureates and four-star cuisine.</li></li></ul><li>8<br />Pressure From All Sides<br /><ul><li>Prospects just want to have fun…and learn something useful.
  12. 12. Students want seminars with Nobel laureates and four-star cuisine.
  13. 13. Parents want to know it’s worth the money.</li></li></ul><li>9<br />Pressure From All Sides<br /><ul><li>Prospects just want to have fun…and learn something useful.
  14. 14. Students want seminars with Nobel laureates and four-star cuisine.
  15. 15. Parents want to know it’s worth the money.
  16. 16. Alumni want bragging rights.</li></li></ul><li>10<br />Pressure From All Sides<br /><ul><li>Prospects just want to have fun…and learn something useful.
  17. 17. Students want seminars with Nobel laureates and four-star cuisine.
  18. 18. Parents want to know it’s worth the money.
  19. 19. Alumni want bragging rights.
  20. 20. Trustees want higher rankings and winning teams.</li></li></ul><li>11<br />Pressure From All Sides<br /><ul><li>Prospects just want to have fun…and learn something useful.
  21. 21. Students want seminars with Nobel laureates and four-star cuisine.
  22. 22. Parents want to know it’s worth the money.
  23. 23. Alumni want bragging rights.
  24. 24. Trustees want higher rankings and winning teams.
  25. 25. Faculty want more respect</li></li></ul><li>12<br />Pressure From All Sides<br /><ul><li>Prospects just want to have fun…and learn something useful.
  26. 26. Students want seminars with Nobel laureates and four-star cuisine.
  27. 27. Parents want to know it’s worth the money.
  28. 28. Alumni want bragging rights.
  29. 29. Trustees want higher rankings and winning teams.
  30. 30. Faculty want more respect…and raises. </li></li></ul><li><ul><li>Prospects just want to have fun…and learn something useful.
  31. 31. Students want seminars with Nobel laureates and four-star cuisine.
  32. 32. Parents want to know it’s worth the money.
  33. 33. Alumni want bragging rights.
  34. 34. Trustees want higher rankings and winning teams.
  35. 35. Faculty want more respect…and raises.
  36. 36. Marketing folks just want a budget that’s aligned with institutional goals. </li></ul>13<br />Pressure From All Sides<br />
  37. 37. 14<br />Demographic Issues<br /><ul><li>Squeeze in traditional student marketplace
  38. 38. Decrease until 2014, followed by slow increase
  39. 39. Fewer “ready to succeed, able to pay” students in play
  40. 40. Greater emphasis on formerly underserved markets
  41. 41. Growth in nontraditional student pool
  42. 42. Recession compounds need
  43. 43. Ongoing shift from manufacturing to service/knowledge economy
  44. 44. Effects of slow recovery on middle class
  45. 45. Families looking to 6- or 8-year commitment</li></li></ul><li>15<br />Competition <br /><ul><li>University of Phoenix now largest in nation
  46. 46. Photo-finish with SUNY system
  47. 47. Cost factors more prominent
  48. 48. Recession driving reconsideration of options
  49. 49. Community colleges now an alternative to traditional four-year
  50. 50. Public now more of an alternative to private
  51. 51. Live-at-home a viable option</li></li></ul><li>16<br />Competition <br /><ul><li>“Storefront” schools springing up—attractive to nontraditional students
  52. 52. Convenience
  53. 53. Articulation agreements
  54. 54. Plenty of free parking</li></li></ul><li>17<br />Brand Value of Degree<br /><ul><li>Brand matters because…
  55. 55. …it gives the prospect a reason to choose you over the competition.
  56. 56. …it gives alumni greater pride (which equals greater $$$).
  57. 57. …it contributes to retention.
  58. 58. …it builds advocates and ambassadors.
  59. 59. …it helps with recruitment of faculty and staff (though money matters more).
  60. 60. …it reinforces lifelong relationships.</li></li></ul><li>18<br />Brands Exist in the Mind<br />
  61. 61. 19<br />Brand<br /><ul><li>But a brand is not…
  62. 62. …a logo
  63. 63. …a tagline
  64. 64. …an ad
  65. 65. …a viewbook
  66. 66. …an uncontrollable Presidential impulse</li></li></ul><li>20<br />The Famous Swoosh.<br />
  67. 67. 21<br />The Famous Swoosh…Personified.<br />
  68. 68. 22<br />The Famous Swoosh…Amplified.<br />
  69. 69. 23<br />The Famous Swoosh…Taken too Far.<br />
  70. 70. Simple Definition:<br />How your prospect differentiates yourservice/product from that of competitors.<br />24<br />Positioning<br />
  71. 71. 25<br />Positioning <br /><ul><li>A more complex view:
  72. 72. Everybody has aspirations.
  73. 73. Everybody wants something.
  74. 74. How can you position your institution to be the answer to their needs—even if not fully voiced?
  75. 75. How can your institution be the hero in their personal narrative?</li></li></ul><li>26<br />Beyond the Basics <br /><ul><li>Every strong brand is a hero in someone’s narrative.
  76. 76. Volvo protects my family.
  77. 77. Red Cross helps me in a disaster.
  78. 78. Disneyland is fun for all.
  79. 79. Obama will save us from ruin.
  80. 80. How is your brand a hero? In whose narrative?
  81. 81. What impact do you have on the lives of students? Faculty? Staff? Alumni? Donors?
  82. 82. What is different about your offer?
  83. 83. How does your brand become a valued “badge” of affiliation?</li></li></ul><li>27<br />Positioning<br /><ul><li>Successful brand positioning…
  84. 84. Differentiates in terms that matter
  85. 85. Speaks to diverse constituents
  86. 86. Clarifies value proposition
  87. 87. Casts institution in heroic role
  88. 88. Creates brand ambassadors
  89. 89. Provides stakeholders a reason to strengthen affiliation
  90. 90. Most important: It makes a promise that you can keep.</li></li></ul><li>28<br />Bo Knows<br />“Don’t let your mouth write no checks your a** can’t cash.”  <br /> -- Bo Diddley<br />
  91. 91. 29<br />What is a Strong Academic Brand? <br /><ul><li>Authentic
  92. 92. Focused
  93. 93. Energetic
  94. 94. Valued
  95. 95. Distinct </li></li></ul><li>30<br />Differentiation<br /><ul><li>What unique value does your organization provide?
  96. 96. What do you do better?
  97. 97. What do you do differently?
  98. 98. For whom do you do it?
  99. 99. How does that difference meet your audiences’ interests?
  100. 100. Answering these questions provides you with a sustainable competitive advantage.</li></li></ul><li>31<br />Words from the Wise<br />“Differentiation is one of the most important strategic and tactical activities in which companies must constantly engage. It is not discretionary.”<br />Theodore Levitt, Thinking About Management<br />
  101. 101. 32<br />Words from the Wise<br />“Differentiation is one of the most important strategic and tactical activities in which companies must constantly engage. It is not discretionary. There is no reason for any company to get stuck in the commodity trap, forever confined to competing on price alone. Historically, companies that have taken and stayed resolutely on the commodity path…have become extinct.”<br />Theodore Levitt, Thinking About Management<br />
  102. 102. The Brand Platform<br />
  103. 103. P A Y O F F<br />P E R S O N A L I T Y<br />P L E D G E <br />B I G I D E A<br />P R O O F / V A L I D A T I O N<br />t<br />C O M P E T I T I V E P O S I T I O N I N G<br />M I S S I O N<br />34<br />The Lipman HearneBrand Platform<br />
  104. 104. Brand Activation <br />
  105. 105. 36<br />Brand Activation<br /><ul><li>Brand positioning works on a visceral level.
  106. 106. Brands are emotional…
  107. 107. …telling stories.
  108. 108. …generating response.
  109. 109. …providing a “reason to believe.”
  110. 110. Great creative brings positioning to life.
  111. 111. Creative must excite, entice, engage. If they don’t care, they won’t act.</li></li></ul><li>Northern ArizonaUniversity<br />37<br />
  112. 112. A Mess of Identities<br />38<br />
  113. 113. No Focused Message/Delivery<br />39<br />
  114. 114. Clarity of Purpose<br />40<br /><ul><li>Marketing goals:
  115. 115. Change perceptions
  116. 116. Increase awareness
  117. 117. Increase enrollment
  118. 118. Engage influencers and donors</li></li></ul><li>Framing Idea<br />41<br /><ul><li>Research delivered a key insight…
  119. 119. Good at talking about the “Where” but not so good at talking about the “What.”
  120. 120. . . .that led to positioning platform.
  121. 121. Northern Arizona University offers “the difference that matters.” </li></li></ul><li>Key Messages<br />42<br /><ul><li>Message development
  122. 122. To support new positioning, tie back to President’s determination to focus on the undergraduate experience, and differentiate NAU from its other state university competitors
  123. 123. Faculty as mentors
  124. 124. Student-centered
  125. 125. Personal attention
  126. 126. Good fit </li></li></ul><li>43<br />P A Y O F F<br />I am in charge of my destiny. I am confident in my skills and choices. <br />P L E D G E <br />We don’t look past you but at you. Together, we can achieve great things. <br />P E R S O N A L I T Y<br />The independent, focused “do-er” – ready to take on the world.<br />B I G I D E A<br />Geography is character.<br />P R O O F / V A L I D A T I O N<br /><ul><li> Location Undergraduate focus
  127. 127. Relative size Faculty teaching rewards
  128. 128. Student/faculty ratio Outdoor opportunities</li></ul>C O M P E T I T I V E P O S I T I O N I N G<br />For “alternate thinkers” who aren’t satisfied with the <br />options available at a large public institution.<br />M I S S I O N<br />Provide outstanding undergraduate residential education strengthened by graduate/professional programs and distance delivery. <br />
  129. 129. New Identity<br />44<br /><ul><li>Identity launch
  130. 130. February 2005
  131. 131. President unveiled identity to campus and media during publicized event
  132. 132. Media coverage extensive
  133. 133. Local coverage in and around Flagstaff
  134. 134. Articles in The Arizona Republic in Phoenix
  135. 135. Reviews very positive </li></li></ul><li><ul><li>Cheeky, irreverent
  136. 136. Eye-catching
  137. 137. Create an ethos—and the possibility of transformation
  138. 138. Mountain air makes you smarter.
  139. 139. Sea level is for wimps.
  140. 140. Learn how to move mountains.
  141. 141. Think of it as a 7,000 ft. head start on life.</li></ul>45<br />Door-buster Advertising<br />
  142. 142. 46<br />
  143. 143. 47<br />
  144. 144. 48<br />
  145. 145. 49<br />
  146. 146. 50<br />
  147. 147. 51<br />
  148. 148. Second Stage Advertising<br />52<br /><ul><li>Subsequent advertising
  149. 149. Strategic move to next stage: highlighting “What” elements to validate “The Difference That Matters”
  150. 150. Small class sizes, faculty as mentors, etc.
  151. 151. Differentiates NAU from competitors
  152. 152. Campaign updated periodically with new photography and refined messaging</li></li></ul><li>53<br />
  153. 153. Key Message Delivery<br /> Faculty as mentors<br />54<br />
  154. 154. 55<br />Measuring Success<br />
  155. 155. Key Message Delivery<br /> Student-centered<br />56<br />
  156. 156. 57<br />Measuring Success by Marketing Message<br />
  157. 157. Key Message Delivery<br /> Good fit<br />58<br />
  158. 158. 59<br />Measuring Success by Marketing Message<br />
  159. 159. 60<br />Measuring Success by Enrollment <br />
  160. 160. 61<br />Resource Commitment/Effect<br />Increased marketing spending has a positive effect on enrollment<br />
  161. 161. University of Texasat Arlington<br />62<br />
  162. 162. 63<br />
  163. 163. 64<br />
  164. 164. 65<br />
  165. 165. 66<br />
  166. 166. Message Set<br />67<br /><ul><li>Looking for a lot of challenge? Look here.
  167. 167. Our perspective covers 360°.
  168. 168. Our campus is your test track.
  169. 169. Like our students, UTA is on the rise.
  170. 170. We know how to reach untapped potential.</li></li></ul><li>68<br />
  171. 171. 69<br />
  172. 172. 70<br />
  173. 173. 71<br />
  174. 174. 72<br />
  175. 175. 73<br />
  176. 176. 74<br />
  177. 177. 75<br />
  178. 178. University ofMinnesota, Morris<br />
  179. 179. 77<br />
  180. 180. 78<br />
  181. 181. 79<br />
  182. 182. 80<br />
  183. 183. 81<br />
  184. 184. 82<br />
  185. 185. 83<br />
  186. 186. 84<br />
  187. 187. 85<br />The Takeaway?<br />works.<br />Brand-driven marketing <br />

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