The document discusses the importance of branding for higher education institutions. It outlines pressures that schools face from various stakeholders and increased competition. A strong brand differentiates a school, enhances pride for alumni and current students, and helps with recruitment. The brand platform includes elements like personality, pledge, and proof points. Case studies are provided of how Northern Arizona University, University of Texas at Arlington, and University of Minnesota Morris developed focused branding campaigns around key messages to increase enrollment and engagement. Measuring success includes tracking enrollment, sentiment, and resource allocation.

1. The Real U: Building Brands That Resonate with Students, Faculty, Staff, and Donors eduWeb Conference Chicago, Illinois July 28, 2010 Robert M. Moore, Ph.D. President and CEO

3. What is a Higher Education Brand?

4. The Brand Platform

5. Brand Activation

6. Northern Arizona University

7. University of Texas at Arlington

9. Why Brand?

12. Students want seminars with Nobel laureates and four-star cuisine.

14. Students want seminars with Nobel laureates and four-star cuisine.

15. Parents want to know it’s worth the money.

17. Students want seminars with Nobel laureates and four-star cuisine.

18. Parents want to know it’s worth the money.

19. Alumni want bragging rights.

21. Students want seminars with Nobel laureates and four-star cuisine.

22. Parents want to know it’s worth the money.

23. Alumni want bragging rights.

24. Trustees want higher rankings and winning teams.

26. Students want seminars with Nobel laureates and four-star cuisine.

27. Parents want to know it’s worth the money.

28. Alumni want bragging rights.

29. Trustees want higher rankings and winning teams.

31. Students want seminars with Nobel laureates and four-star cuisine.

32. Parents want to know it’s worth the money.

33. Alumni want bragging rights.

34. Trustees want higher rankings and winning teams.

35. Faculty want more respect…and raises.

36. Marketing folks just want a budget that’s aligned with institutional goals. 13 Pressure From All Sides

38. Decrease until 2014, followed by slow increase

39. Fewer “ready to succeed, able to pay” students in play

40. Greater emphasis on formerly underserved markets

41. Growth in nontraditional student pool

42. Recession compounds need

43. Ongoing shift from manufacturing to service/knowledge economy

44. Effects of slow recovery on middle class

46. Photo-finish with SUNY system

47. Cost factors more prominent

48. Recession driving reconsideration of options

49. Community colleges now an alternative to traditional four-year

50. Public now more of an alternative to private

52. Convenience

53. Articulation agreements

55. …it gives the prospect a reason to choose you over the competition.

56. …it gives alumni greater pride (which equals greater $$$).

57. …it contributes to retention.

58. …it builds advocates and ambassadors.

59. …it helps with recruitment of faculty and staff (though money matters more).

62. …a logo

63. …a tagline

64. …an ad

65. …a viewbook

67. 21 The Famous Swoosh…Personified.

68. 22 The Famous Swoosh…Amplified.

69. 23 The Famous Swoosh…Taken too Far.

70. Simple Definition: How your prospect differentiates yourservice/product from that of competitors. 24 Positioning

72. Everybody has aspirations.

73. Everybody wants something.

74. How can you position your institution to be the answer to their needs—even if not fully voiced?

76. Volvo protects my family.

77. Red Cross helps me in a disaster.

78. Disneyland is fun for all.

79. Obama will save us from ruin.

80. How is your brand a hero? In whose narrative?

81. What impact do you have on the lives of students? Faculty? Staff? Alumni? Donors?

82. What is different about your offer?

84. Differentiates in terms that matter

85. Speaks to diverse constituents

86. Clarifies value proposition

87. Casts institution in heroic role

88. Creates brand ambassadors

89. Provides stakeholders a reason to strengthen affiliation

92. Focused

93. Energetic

94. Valued

96. What do you do better?

97. What do you do differently?

98. For whom do you do it?

99. How does that difference meet your audiences’ interests?

101. 32 Words from the Wise “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.” Theodore Levitt, Thinking About Management

102. The Brand Platform

103. P A Y O F F P E R S O N A L I T Y P L E D G E B I G I D E A P R O O F / V A L I D A T I O N t C O M P E T I T I V E P O S I T I O N I N G M I S S I O N 34 The Lipman HearneBrand Platform

104. Brand Activation

106. Brands are emotional…

107. …telling stories.

108. …generating response.

109. …providing a “reason to believe.”

110. Great creative brings positioning to life.

112. A Mess of Identities 38

113. No Focused Message/Delivery 39

115. Change perceptions

116. Increase awareness

117. Increase enrollment

119. Good at talking about the “Where” but not so good at talking about the “What.”

120. . . .that led to positioning platform.

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. Faculty as mentors

124. Student-centered

125. Personal attention

127. Relative size Faculty teaching rewards

128. Student/faculty ratio Outdoor opportunitiesC O M P E T I T I V E P O S I T I O N I N G For “alternate thinkers” who aren’t satisfied with the options available at a large public institution. M I S S I O N Provide outstanding undergraduate residential education strengthened by graduate/professional programs and distance delivery.

130. February 2005

131. President unveiled identity to campus and media during publicized event

132. Media coverage extensive

133. Local coverage in and around Flagstaff

134. Articles in The Arizona Republic in Phoenix

136. Eye-catching

137. Create an ethos—and the possibility of transformation

138. Mountain air makes you smarter.

139. Sea level is for wimps.

140. Learn how to move mountains.

141. Think of it as a 7,000 ft. head start on life.45 Door-buster Advertising

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147. 51

149. Strategic move to next stage: highlighting “What” elements to validate “The Difference That Matters”

150. Small class sizes, faculty as mentors, etc.

151. Differentiates NAU from competitors

153. Key Message Delivery Faculty as mentors 54

154. 55 Measuring Success

155. Key Message Delivery Student-centered 56

156. 57 Measuring Success by Marketing Message

157. Key Message Delivery Good fit 58

158. 59 Measuring Success by Marketing Message

159. 60 Measuring Success by Enrollment

160. 61 Resource Commitment/Effect Increased marketing spending has a positive effect on enrollment

161. University of Texasat Arlington 62

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165. 66

167. Our perspective covers 360°.

168. Our campus is your test track.

169. Like our students, UTA is on the rise.

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178. University ofMinnesota, Morris

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187. 85 The Takeaway? works. Brand-driven marketing