Most brand efforts start with a bang, then soon fade away. Why? Because too many institutions continue to focus on features and benefits to tell their story. In today’s hypercompetitive environment, colleges and universities need to do more. Institutions need to discover — or, for many, rediscover — their core values. Once that happens, there is an enormous opportunity for elevating your message beyond the statistics, beyond the rankings, and beyond the athletic accomplishments. In part two of the Summer Webinar Series, we’ll provide you with important insights that can help transform your institution from enrollment to endowment. What You’ll Learn: What values-based marketing is. How this approach (based on 10 years and 50,000 brands studied) has created incredible success both inside and outside of the higher education category. The neuroscience of infusing emotion into your university’s brand messaging, leading to differentiation and increased engagement. Insights into the Masterbrand approach and the necessary steps required to create brand consistency across the entire university. How to discover, unite, inspire and unleash the power of your brand at each of your university’s touch points.

1. Brand Architecture
Webinar
BUILDING AN ENDURING BRAND
Tuesday, 24 July 2018

2. Your Moderator Today:
Mallory
+ Director of Marketing and Sales
+ Executive Producer, Higher Ed Live
+ L.A. Transplant
@MalloryWillsea

3. Housekeeping:
A few starting details:
45-minute webinar + 15 minutes for questions and answers
Chat and ask questions through the Zoom Control Panel
Tweet during the webinar with #mStonerNow
Please fill out the post-webinar survey
Check your inbox later this week for the webinar recording and slide deck

4. Your Co-Presenter Today:
Tam
+ Senior VP at BVK
+ Health Care and Education
+ Military Daughter, Sister, Mother

5. Your Co-Presenter Today:
Voltaire
@vsantosmiran
+ Co-Founder of mStoner
+ Senior Web Strategist
+ Chicago Native

6. As We Get Started
Today’s Goal
We’ll provide you with important insights to help transform your
institution from enrollment to endowment.
You’ll learn why now is the time for your school to take action, what values-
based marketing is and the incredible success this approach can generate,
and the roadmap for creating a powerful and enduring brand.

7. Today’s
Topics
1. The Current State of
Higher Education
2. The Science of
Decision-Making
3. Roadmap
Agenda

8. The Current State of Higher
Education

9. Growing Chasm
Between the Public
and Higher Ed
Americans don’t understand
the point of universities,
according to nearly 90% of
U.S. university presidents.
Survey of College and University Presidents
Inside Higher Ed
?

10. • Spending increased
by 22% between 2013
and 2016.
• Yet enrollments
decreased by
4%.
Source: researchcenter.org
Advertising Arms
Race

11. The Kingdom of
the 5 As
This is complicating
matters … making it
harder for schools to react
and change.
1. Academics
2. Admissions
3. Advancement
4. Athletics
5. Alumni

12. A Poll
A: We’re a well-oiled, centralized machine.
B: We have the best of intentions.
C: It’s complicated.
D: Have you seen “Fight Club?”
Does your institution take a
centralized or decentralized
approach to marketing?

13. Three Seismic Shifts
Shrinking number of high
school students in key
parts of the country. By
2028:
• 66,000 fewer in the
Northeast
• 86,000 fewer in the
Midwest
Declining Graduation
Rates
According to the Pell
Institute, by 2022 Colorado
state investment is
predicted to be at zero.
By 2050 15 states are
predicted to join the club.
Decreased State
Investment
Attainment Rates:
• Caucasian & Asian: 40-50%
• African Americans: 28%
• Hispanic: 20%
Changing Face of College
Students
1 32
The Decade Ahead

14. The Key to Survival
Create unique value
and a clear point of
differentiation.

15. A Sea of Sameness
Rigorous Academics &
Experiential Learning
Professors Committed to
Your Personal Success
The Start of a Rewarding
and Long Career
Strong and Loyal Network
of Alumni
The Ideal Location and
Great Campus
Interdisciplinary
Approach to Learning
Fulfillment, Leadership,
Global Worldview
Friends That You’ll Make
For Life
No, Really. Really. Really.
REALLY.

16. The Universal College &
University Homepage
CAROUSEL, BIG PHOTO,
OR DRONE VIDEO
THREE NEWS ITEMS
THREE EVENTS ITEMS
REQUEST INFO | VISIT | APPLY | GIVE
THREE PROFILES
BY THE NUMBERS
HEADER
FAT FOOTER
SOCIAL MEDIA AGGREGATOR

17. The Science
of Decision-Making

18. Research Says:
On average, 80% of
purchase decisions are
based on emotion.
Without emotion, it’s impossible to make a decision.

19. “The essential difference between emotion and
reason is that emotion leads to action and reason
leads to conclusions.”
Neurologist Donald Kaine
‘‘

20. “To make a consumer fall in love with a brand
depends on narrowing the psychological distance
between the buyer and the product.”
North American Journal of Psychology
‘‘

21. The Science of Decision-Making
Our values trigger our most
powerful emotions, because they
reflect fundamental choices of who
we are and who we want to be.
Value defined:
A value is a guiding principle that people use in their daily lives to reflect a person’s
sense of right and wrong or what “ought” to be.

22. In Other
Words…
The Science of Decision-Making
lead to
Emotional
Connection
leads to
Action
Values

23. The Science of Decision-Making
Choosing one core human value for your
brand to leverage in its positioning will
give your brand new clarity, focus and
meaning.

24. cessibility Availability Exploration Non-violence Skill / Skillfulness Bravery Timeliness Conviviality Nature Refinement Rule of law Kindness Prac
mplishment Awareness
Expressivenes
s
Nurture /
Nurturing
Solidarity Brilliance Tolerance Coolness Neatness Reflection Rules Knowledge Prag
ountability Awe Extravagance Obedience Solitude Buoyancy
Tradition /
Traditionalism
Cooperation Attractiveness Regularity Sacredness Laughter Pre
ccuracy Balance Extroversion
Open-
mindedness
Sophistication Calm / Calmness Tranquility Coordination Audacity Relationship Sacrifice Leadership Prepa
ievement Beauty Exuberance Openness Soundness Camaraderie Transcendence Cordiality Discovery Relaxation Safety Learning Pre
wledgement Being the best Fairness Optimism Speed Candor Trust Correctness Discretion Reliability Sagacity Liberation Prese
/ Activeness Belief Faith Order Spirit Capability Trustworthiness Country Diversity Relief Saintliness Liberty P
aptability Belonging Faithfulness Orderliness Spirituality Care Truth Courage Dominance Religiousness Sanguinity Lightness Pri
miration Benevolence Fame Organization Spontaneity Carefulness Understanding Courtesy Dreaming Reputation Satisfaction Liveliness Proa
doration Effectiveness Family Originality Spunk Celebrity Unflappability Craftiness Drive Resilience Satisfying others Logic Proble
droitness Efficiency Fascination Outdoors Stability Certainty Uniqueness Creativity Duty Resolution Science Longevity Profes
ancement Elation Fashion Outlandishness Standardization Challenge Concentration Credibility Dynamism Resolve Security Love Pro
dventure Elegance Fearlessness Outrageousness Status Change
Concern for
others
Cunning Eagerness
Resourcefulnes
s
Self-awareness Loyalty Pros
ffection Empathy Feelings Parenting Stealth Charity Confidence Curiosity Ease Respect Self-confidence Majesty Pru
fluence Encouragement Ferocity Partnership Stillness Charm Conformity Daring Economy Unity Self-control
Making a
difference
Punc
essiveness Endurance Fidelity Passion
Straightforwardne
ss
Chastity Congruency Decisiveness Ecstasy Usefulness Self-esteem Marriage P
Agility Energy Fierceness Patience Strength Cheerfulness Connection Decorum Education Utility Self-expression Mastery Pur
ertness Enjoyment
Financial
independenc
e
Patriotism Structure Clarity Consciousness Deference Independence Valor
Self-
improvement
Maturity
Qual
qua
ltruism Enlightenment Firmness Peace Success Cleanliness Conservation Delight Individuality Variety Selflessness
Respect for
others
Quan
qu
azement Entertainment Fitness Perceptiveness Support
Clear-
mindedness
Consistency Democracy Industry Vibrancy Self-love Responsibility Q
mbition Enthusiasm Flair Perfection Supremacy Cleverness
Content over
form
Dependabilit
y
Influence Victory Self-mastery Responsiveness Rati
musement Environment Flexibility Perkiness Surprise Closeness Contentment Depth Ingenuity Vigor Self-reliance Rest Re
ticipation
Environmentalis
m
Meaning Perseverance Surrender Collaboration Continuity Desire Frugality Virtue Self-respect Restraint Re
preciation Equality Meekness Persistence Sympathy Comfort Contribution
Determinatio
n
Fulfillment
Vision
(Visionary)
Self-trust Results Reason
oachability Equanimity Mellowness Personal growth Synergy Commitment Flow Devotion Fun Vitality Sensitivity Reverence Reci
pproval Ethics (Ethical) Merit Personal health Systemization Communication Fluency Devoutness Gallantry Vivacity Sensuality Richness Int
Art Euphoria
Meticulousne
ss
Persuasion /
Persuasiveness
Teaching Community Focus Dexterity Generosity Volunteering Serenity Rigor Intel
ticulacy Excellence Mindfulness Philanthropy Teamwork Compassion Forgiveness Dignity Gentility
Warmheartedn
ess
Service Risk (take risks) Impro
Artistry Excitement Moderation Piety Temperance Competence Fortitude Diligence Genuineness Warmth Sexiness Inner strength H
ertiveness Exhilaration Modesty Planning Thankfulness Competition Frankness Direction Giving Watchfulness Sexuality Innovation Ho
surance Expectancy Money
Play /
Playfulness
Thoroughness Completion Freedom Directness Good will Wealth Sharing Inquisitiveness
Inve
Inven
tention /
entiveness
Expediency Motivation Pleasantness Thoughtfulness Composure Friendliness Discipline Goodness Wholeness Shrewdness Insightfulness
Hope
Grace Hard work Harmony Holiness Intensity Honor Inspiration Initiative Work Willfulness Significance Intrepidness Intros
• Core Human Values List
• List of 500+ values dates back to early 1950s
• Continues to grow, be refined
• Rooted in both academic and clinical
research from clinical psychologists,
anthropologists, social workers and social
role theorists
• Not a single source list, but larger body of
work from motivational and psycho-social
experts
How do we choose the
right value for positioning?

25. Leveraging the shared
value between brand
and audience
becomes the
foundation of a
meaningful, lasting
relationship.
Audience
Personal Values
Brand
Core Values
Shared
Values

26. The Science of Decision-Making
Brands that position on core human
value become an antidote for what
people crave more of, or feel is missing
from their lives.

28. Skeptical?

29. The best brands outperform the market.
The top brands collectively outperformed the S&P 500 by almost 400%.
Stengel Top 50 Brands (Shared Values/Ideals)

30. Roadmap

31. 1 DISCOVER:
your brand ideal
2
3
4
5
6
CLARIFY:
define your position
INSPIRE:
ignite excitement internally
ALIGN:
integrate actions from inside out
UNLEASH:
transform brand through deepened relationships
ENGAGE:
connect with all audiences
Building
Your
Brand
Ideal
Roadmap

32. Step 1
Discover:
Your Brand Ideal

33. We must study
ourselves and our
audience to identify
the shared value.
Audience
Personal Values
Brand
Core Values
Shared
Values

34. This Process
Requires Both Art
and Science
Left-Brain
Relies on research, is
analytical, linear and
strategic.
Right-Brain
Factors in experiences,
intuition, filters from an
emotive state of being,
allows for lateral
explorations and creative
expression.

35. The Science Behind
Understanding Audience
Values
Audience
Personal Values
Guiding Principles:
• Tap into past research and/or conduct new
deep, qualitative research to study your
audiences (current and prospective).
• Strive to understand their emotions,
motivations, needs and values.
Questions to Consider:
• What do they want out of life?
• What do they want out of the college
experience?
• Why did they choose us? What were they
hoping to obtain?

36. The Science Behind
Understanding Brand Values
Brand
Core Values
Guiding Principles:
• Consider the college’s origin story – determine
the purpose for which it was originally started.
• Discern the most powerful equities – not just
our features, but the cornerstones of what
makes it special in comparison to the
competition?
Questions to Consider:
• What purpose do we serve in people’s lives?
society?
• What do we stand for? What do we
fundamentally believe?
• What makes us truly unique?
• If we were gone, what would the world miss?
What would people miss?

37. Finding the
Shared Space
Shared Values
Guiding Principles:
• Discern the top overlapping themes between our
DNA (core strengths, essence, purpose) and our
audience’s values (needs, motivations, identity).
• Seek to find a space that’s a combination of what’s
true to us today, but also is slightly aspirational –gives
us something to grow into.
Questions to Consider:
• What’s most important to people?
• What can we offer distinctly?
• What do we want to stand for?
• What will excite and motivate people, internally and
externally?

38. How do I know
if it’s the right value?

39. Step 2
Clarify:
Articulate Your Position

40. Positioning
WHAT: Vast Opportunity &
Meaningful Impact
WHY: Determination, a Drive to
Make the World a Better
Place
HOW: Open & Collaborative
Culture Built to Empower
=
Where individual
strength fuses
collective power to
create extraordinary
impact that betters
the world.

41. Marketability
• Is it sustainable?
• Is inspiring?
• Is it flexible?
• Is it leading-edge?
• Is it moving?
How Well Does Your Positioning Work?
Accuracy
• Is it relevant?
• Is it credible?
• Is it ownable?
• Is it strategic?

42. Steps 3 and 4
Inspire:
Ignite Excitement Internally
Align:
Integrate Actions From the
Inside, Out

43. The Strongest
Brands Are Built
From the Inside,
Out
A brand is defined by the
sum of all experiences that
someone has with it.
• What we say
• What we do
• What we stand
for
• What they hear
• What they see
• What they experience
• What they feel

44. Step 5
Engage:
Connect with Your
Audiences to Build
Meaningful Experiences

46. Step 6
Unleash:
Transform the Brand

47. What’s Next?

48. Resources
Resources
BVK+mStoner's Webinar Series
Apply to Compete for Pitch Perfect 2 Download Your Copy
Spend Your Summer With Us Pitch Perfect 2: Enter the Shark Tank Big Brand Theory Book
Take the webinar survey

49. Questions?

50. Thank You!
MALLORY WILLSEA
(802) 457-9234
mallory.willsea@mstoner.com
TAMALYN POWELL
(414) 247-2148
tamalyn.powell@bvk.com
VOLTAIRE SANTOS MIRAN
(312) 420-6778
voltaire.miran@mstoner.com