What is Branding?

Presented by
Sean P. Killion,Associate Director - University Housing & Residential Life
Topics covered:
Basics of Marketing
History of Brands
Growth of Social Media
University’s Branding Efforts
University Housing & Residential Life Brand
How do we proceed
Thursday, April 26, 2012

What is marketing?

What is marketing?
Deﬁnition of Marketing
American Marketing Association, 2004
An organizational function and a set of processes
for creating, communicating, and delivering value
to customers and for managing customer
relationships in ways that beneﬁt the organization
and its stakeholders

Role of Marketing
Identifying the needs and wants of the customer is
called the Marketing Concept
Businesses changed their approach to marketing
Growth of CustomerValue and Customer Relationships.
Companies look to specialize in delivering value in a
number of ways: best price (Costco), best product
(Starbucks), best service (Lands’ End).

The Marketing Mix
Understanding the
marketing mix,
otherwise known as
the 4 P’s of
Marketing
– Product
– Place
– Price
– Promotion

What impacts marketing?

What is branding?
Branding is the process of creating a special meaning
for a product, one that makes it distinctive in the
marketplace and in its product category
Brand image is the result of communication as well
as your own personal experience with the product

The Beginning of the Brand
Branding, Advertising,
and Marketing are related
but not the same process
Think of the brand as the
CORE MEANING of
what you are selling

Cycles in American business
Marketing strategies used in different eras

Historical perspective
The ﬁrst mass-marketing campaigns started in the second
half of the 19th century – had more to do with advertising
than with branding
Early marketing efforts promoted a range of recently
invented products – people had to change the way they lived
their lives
Ads had to inform consumers about the existence of a
new invention, then convince them that their lives would
be better if they used these products

Many of new products bore
brand names: Ivory Soap,Tide
Detergent, etc.
At the same time another
innovation in business emerged:
The factory

Brands Hit Road Block
Marlboro Friday
Market became saturated with price conscious consumers
Some opted for marketing over value every time such as Nike,
Apple, the Body Shop, Calvin Klein, Disney, Levis, and
Starbucks. (Pricing Strategy was very important)
Branding was becoming a larger and longer focus of their businesses.
They invested in the brand
They integrated the idea of branding into the very fabric of their
companies

The Lifestyle of the Brand
Brands were becoming cultural accessories and lifestyle philosophers

Your brand and its meaning

The Brands Bounce Back
Transition of the Apple Brand - More than just a logo.

Brand Personality

Transition of the Nike Brand - Beyond “Just Do It”

Nike - Product Placement in WhatWomenWant

The Cola and Fast Food Chain Wars
There were some companies that
had always understood that they
were selling brands before product.
Coke, Pepsi, Disney, McDonalds,
and Burger King weren’t fazed by
the brand crisis, opting instead to
escalate the brand war

The Starbucks Experience
The Starbucks coffee chain was also expanding during this period without laying out
much in advertising: Instead, it was spinning off its name into a wide range of branded
products: Starbucks airline coffee, office coffee, coffee ice cream, coffee beer, Starbucks
seemed to understand brand names at a level even deeper than Madison Avenue

The Starbucks Experience

Raising the Bar
“Consumers don’t truly believe there’s a huge difference
between products,” which is why brands must “establish
emotional ties” with their customers
Emotional leverage/ branding
Nike is leveraging the deep emotional connection that people have with
sports and fitness
Starbucks, coffee has woven itself into the fabric of peoples’ lives.
A great brand raises the bar
It adds a greater sense of purpse to the experience, whether it’s the
challenge to do your best in sports and fitness o the affirmation that the cup
of coffee you’re drinking really matters.

There are various statistics that account for social media usage and
effectiveness for individuals worldwide. Some of the most recent
statistics are as follows:
Social networking now accounts for 22% of all time spent online in the US.
A total of 234 million people age 13 and older in the U.S. used mobile devices in
December 2009.
Twitter processed more than one billion tweets in December 2009 and averages almost
40 million tweets per day.
Over 25% of U.S. internet page views occurred at one of the top social networking sites
in December 2009, up from 13.8% a year before.
Australia has some of the highest social media usage in the world. In usage of
Facebook, Australia ranks highest, with over 9 million users spending almost 9 hours
per month on the site.
The number of social media users age 65 and older grew 100 percent throughout 2010,
so that one in four people in that age group are now part of a social networking site.

More most recent statistics:
As of June 2011 Facebook has 750 Million users.
Facebook tops Google for weekly trafﬁc in the U.S.
Social Media has overtaken pornography as the #1 activity on the web.
iPhone applications hit 1 billion in 9 months, and Facebook added 100 million users in
less than 9 months.
If Facebook were a country it would be the world's 3rd largest in terms of population,
that's above the US.
U.S. Department of Education study revealed that online students out performed those
receiving face-to-face instruction.
YouTube is the 2nd largest search engine in the world.
In four minutes and 26 seconds 100+ hours of video will be uploaded to YouTube.
1 out of 8 couples married in the U.S. last year met via social media.
1 in 6 higher education students are enrolled in online curriculum.

Seriously, I’ll need another 3 hour session to go into everything
we need to know about social media and developing effective
social media strategies.
The important point is WHAT DO WE DO ABOUT IT?
Social Media HAS TO BE part of our marketing and branding
strategies since this is what our customers use to communicate.

Branding Discussion
What is the Temple Brand?

Temple University
How does Temple manage its brand?
– Institutional Advancement / Alumni Development
– Creative Services and Web Communications
– University Communications
– Department staff charged with marketing activities
What is our organizational structure?
– Vice President for Institutional Advancement
– Vice President of Enrollment Management
– Vice President for Community and Government Relations

Temple University
Efforts with regards to branding
For the past two years, the University has been looking to revise it’s
current brand with a focus on Temple’s unique differences, a new
web and print design, an enhanced social media presence, and a
new collaborative strategy to engage the entire Temple community.
Effort was delayed due to the exit of Michelle Moore,Vice President
for Marketing for the University.
Temple hired outside ﬁrm STAMATs to conduct marketing
research
University also formed Council of Communicators connecting
many of the University staff involved with marketing activities.

STAMATS
Marketing Research Conducted
•  Temple’s brand is its promise
•  It is built on the past (reputation), is shaped by the present (actions),
and can evolve in the future (strategic objectives)
•  It is the value proposition an institution offers to its stakeholders and
target audiences
What do you think when you hear Temple
University?
A strong brand attracts:
! Best-fit students
! Best-fit faculty
! Donor interest
! Media attention
! Research dollars
! Strategic partners
! Alumni engagement

STAMATS
•  Perceptions assessment of Temple’s key constituents
–  Current students, faculty and staff
–  Prospective undergraduate and graduate students
–  Alumni
–  Non-alumni donors
–  General public – PA, NY, DE, NJ, and DC
•  Results will help inform:
–  Creation of messaging and visual identity, unifying Admissions,
Athletics and the Health System
–  Redesign of www.temple.edu and other electronic marketing
–  New undergraduate admissions marketing strategy
How will Stamats help build a strong brand
at Temple?

STAMATS
Temple has strong recognition in the general
public, regionally and beyond
When you think of colleges or
universities in the greater Philadelphia
area, what institutions come to mind?*
Philly
Metro
(n=200)
All
Other PA
(n=199)
D.C.
Metro
(n=100)
NYC
Metro
(n=100)
Temple University 70% 41% 40% 32%
University of Pennsylvania (Penn) 51% 23% 36% 38%
Drexel University 48% 14% 19% 19%
Can’t think of any greater
Philadelphia colleges or universities
5% 33% 39% 26%
Villanova University 22% 14% 13% 9%
Penn State University 16% 7% 8% 17%
Saint Joseph’s University 19% 7% 4% 9%
La Salle University 15% 2% 3% 3%
*Respondents allowed more than one response.

STAMATS
What do prospective Temple undergraduates
consider in college selection?
0% 10% 20% 30% 40% 50% 60%
Diversity
Student life
Opps for campus involvement
Atmosphere
Financial aid, scholarships
Quality of faculty/staff
Athletics, sports teams
Personal attn, class size
Campus appearance
Academic variety
Proximity to home
Academics, quality of my
Size of the college
Cost
Offers my major/program
Location*
6%
6%
6%
6%
7%
7%
12%
13%
13%
21%
23%
24%
26%
29%
32%
40%
*Includes rural/urban, size of town, climate, near entertainment and shopping, etc.
•  Location and
academics are key
drivers
•  Diversity is not

STAMATS
•  Diverse—ethnic,
socioeconomic
•  Good academics
•  Large
•  North Philadelphia
•  Unsafe
•  Richly diverse academic,
professional, and life
experiences
•  World-class programs,
faculty, and facilities
•  Access to “more”—options,
opportunities, experiences,
programs, people, etc.
•  Urban, modern, vibrant
Conclusions: Shifting Perceptions
oday omorrow

STAMATS
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STAMATS
Recommendations: Relevance and Focus
•  Relevance: We know that
Temple has a compelling story,
but audiences decide how and
whether a story is relevant.
•  For Temple’s marketing to be
successful, it must focus on
elements that are of most
interest to internal and external
constituents.
•  Focus: Temple has so many
potential stories, it can be
tempting to tell them all. But,
big stories get lost in the noise
of too many little stories.
•  Temple must identify four or five
key stories and reinforce them
often and well with a dynamic
verbal and visual vocabulary.

STAMATS
Recommendations: Key Characteristics
•  Temple is described as “diverse,” “large,” and having a “wide variety of
academic programs.” None of these descriptors sets it apart from peers
and competitors institutions.
•  Temple must identify a combination of key characteristics that
competitors do not already “own” and that are relevant to its most
critically important audiences.

STAMATS
The Keys to Success: Focused Messaging and
Multiple Channels
Think of
students, alumni
and employees
as Temple’s
greatest
ambassadors.
Build and support a
strategic plan that
incorporates all
audiences’ interests
and needs.
Customize: Use
appropriate media
vehicles and voice
for each audience.

Branding Discussion
The University Housing and Residential Life Brand

The Golden Circle

The Golden Circle
What?
University Housing offers a residential
experience for undergraduate and graduate
students in on and off-campus facilities.
How?
Improving our services, operations,
technology and marketing capabilities to
increase productivity through stronger
collaborations and intentional planning and
execution.
Why?
We want to offer our students, their families,
and our colleagues excellent products and
services, leading to a transformative
educational experience for students.
Why?
How?
What?

Linking Strategic Planning to Branding and Integrated Marketing

Branding Discussion
The University Housing and Residential Life Brand
Individual Exercise - 10 minutes
Deﬁning our product
Meaning of our product
How do we engage our customer
Group Exercise - 10 minutes
Deﬁne our brand: 4Ps, Brand Promise
Value to customers
Emotional connection
Share ideas - 10 minutes

Branding Discussion
What is the University Housing and Residential Life Brand?
Don’t worry! No answers needed today
Next steps
Await guidance from University Branding Initiative, DOSA
ThinkTank and DOSA Marketing and Branding initiatives currently
underway
Consider how we engage our department to better strategize
increasing understanding of our brand promise.
Use Disney Institute document as example.
Form a UHRL Task Force (all three pillars) to examine our
“department” brand message and incorporate it into overall
marketing communications plan

Examples of branding
Integrated Marketing Communications for Temple University
Ready?
Temple is well-connected. In fact, with the largest student computing
center in the country, Temple has been named one of America’s most
wired campuses. The TECH (Teaching, Education, Collaboration, and Help)
Center offers 24-hour access to always-updated computer technology.
And the human connection at Temple is even stronger.
One out of eight of all college graduates in Philadelphia holds
a Temple degree. Think about what that could mean as you
prepare to enter the job market.
Temple is also the nation’s fifth-largest provider of professional
education. Our students excel in the fields of dentistry, law,
medicine, pharmacy, podiatric medicine, and more.
You come to Temple to connect with a course of study.
Temple connects you with that and so much more.
Temple alums share a deep and fierce loyalty to their alma mater.
How canTemple connect you?
connect
Even within the TECH Center, it’s not uncommon to see
a film student scoring a movie with a music student.
–Faculty member from the School of Communications and Theater
You come to Temple to work hard.
You come to Temple to get ahead.
You throw yourself into the experience.
You join, you attend, you cheer, you stay up late and get up early.
You navigate the city. You write and solve and type and email.
You meet and discuss. You change majors and try out
different career paths. You unwind.
And you leave a wiser person,
a more qualified professional, a more polished thinker.
You meet people you
never imagined meeting.
You do things you
never imagined having
the chance to do.
You grow into yourself.
You make the most of your time at Temple.
And leave moving quickly toward that next opportunity.
Here’sthedeal.
Here’sthedeal.
WWW.TEMPLE.EDU
You come to Temple to sharpen your focus.
Our students turn academic passions into success stories.
We provide the conditions for your success—
then it’s up to you, and your own focus.
Students don’t come to Temple simply to “go to college.”
They come with real goals in mind, with the energy
and drive to achieve those goals, and the wherewithal
to adapt those goals when necessary.
Whether you enter Temple in the Honors Program, as a
Tyler art student, a communications major, Conwell Scholar,
undeclared or transfer student, we meet you where you are,
and then help you achieve new heights in your chosen field.
If your goal is graduate school, Temple can help you get
there through rigorous academic preparation and close
partnerships with professors. If you plan to start your career
right out of college, Temple’s renowned connections with
Philadelphia businesses can pave your way.
build
The people we have in front of our
classrooms really care about the students.
You get a small-school relationship
along with the technology benefits of
a world-class institution.
–Faculty member from the College of Science and Technology
Temple students are known for their grit and determination.
Are you tough enough forTemple?

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