You know what you stand for. You feel it in your heart. Now what? What’s the secret to building a bold brand that connects with your key audiences? Tune into this free webinar co-hosted by mStoner, a digital agency focused on higher education marketing and communications, and Zehno, a strategic branding and marketing firm for educational organizations. Voltaire Santos Miran, mStoner’s CEO and Head of Client Experience and Shane Shanks, Zehno’s Senior Strategist and Editorial Director, team up to show you how to bring your institution’s brand to life. From smart strategy and bold creative to a beautiful web presence — we’ll use best-practice examples that deliver meaningful results. Learn how to transform your message platform into compelling and captivating creative and how to make your website an integral part of your branding. You will learn how to: Translate brand messages into brilliant communications Capture the heart and soul of an institution Define the look, feel, and voice of your brand Communicate a school's strengths and distinctions through its website Create an optimal website structure for your target audiences

1. zehno

2. WEBINAR
Making Your Mark:
Unforgettable Branding
zehno
SHANE SHANKS
Senior Strategist
Editorial Director
shane@zehno.com
VOLTAIRE SANTOS MIRAN
Chief Executive Officer
Head of Client Experience
voltaire.miran@mstoner.com

3. Director of Marketing and
Business Development
Executive Producer,
Higher Ed Live
L.A. Transplant
Moderator
MALLORY

4. Housekeeping
45-minute webinar + 15 minutes for question and answer
Chat and ask questions through the Zoom Control Panel
Tweet during the webinar with #MakingYourMark
Please fill out the post-webinar survey
Check your inbox on Friday for the webinar recording and slide deck
A few starting details:

5. Senior Strategist
Editorial Director
Mid-century Master
SHANE
Presenter

6. Co-Founder and CEO
Senior Web Strategist
Chicago Native
VOLTAIRE
Presenter

7. As We Get Started
To arm you with the information and understanding
necessary to launch a branding, website, or branding-to-
web initiative with confidence.
Today’s Goal

8. Seven Basic Promises

9. 1. Faculty members who know your name and are committed to
your personal success.
2. Experiential learning and research opportunities.
3. Leadership and global citizen development.
4. The chance to get involved in a broad array of clubs,
organizations, and sport-related activities.
5. The perfect location.
6. A deep and broad alumni network.
7. Friends for life.

10. How much do these
sound like what
you’re saying now?
POLL:

11. What does
your institution
stand for?

12. In the brand platform
• Attributes: your personality.
• Brand promise: the thing you live by every day.
• Brand values: what you believe in as a community.
• Elevator speeches.
• Brand positioning: how you’re different from others.
• Key messages for each audience.

13. You know what you
stand for. You feel
it in your heart.
Now what?

14. So how do you
show it to the
rest of the
world?

15. Loyola
University
New Orleans

16. About Loyola University New Orleans
• Founded in 1912; liberal arts college.
• 2,700 undergrads.
• Jesuit, but open to all faiths.
• Top Fulbright producer.
• #10 “best universities in the South” (U.S. News).
• #4 in the region for diversity (U.S. News).
• Bounced back from Katrina, trying to bounce back from enrollment dip.
• Music programs nationally known.
• Not a rah-rah sports school.

17. Loyola’s students
• Want to create their own identity, be individuals.
• Accepting, respectful of differences.
• Value music and art, regardless of major.
• On a journey: seeking purpose.
• Want to change the world.

18. Loyola’s strengths
• Creative programs/creative thinking.
• Jesuit/social justice orientation.
• New Orleans location.
• Offbeat/welcoming community.
• Traditional liberal arts program.

20. Creative concept:
Create something meaningful
• Loyola stands for creative thinking across the curriculum.
• Spotlights how students across all majors use creative thinking
to change the world.
• Conveys Loyola as offbeat, creative and socially conscious.

44. Accolades
• 2018 CASE Circle of Excellence: Gold, Admissions Branding
• 2018 CASE Circle of Excellence: Silver, Student Recruitment
Publications Packages
• 2017 UCDA Design Competition: Excellence, Viewbook
• 2017 Collegiate Advertising Awards: Gold, Admissions Materials
• 2017 Collegiate Advertising Awards: Silver, Magazine

45. Result
33% jump in enrollment
in Year 1

46. What you can learn from Loyola
• Get into the classroom to show how students learn—and why it
matters.
• Listen to your research—then work to turn negatives into
positives.
• Let your people be themselves.

47. University of
North Carolina
School of the Arts

48. About UNCSA
• Founded in 1963 as America’s first public arts conservatory.
• One of the best arts conservatories in the world.
• A university composed of five standalone schools— dance,
design & production, drama, filmmaking, and music — and a
high school.
• Located in Winston-Salem, North Carolina.
• Faculty/student ratio of 9:1.

49. UNCSA’s students
• 1,292 students — including 250 high school, 890
undergraduate, and 152 graduate.
• Highly gifted.
• Highly driven.

50. UNCSA’s strengths
• Global reputation and top national rankings.
• Faculty who are expert practitioners and recognized professionals in
their fields.
• Highly accomplished alumni.
• Eleven performance and screening spaces comparable to the best in
the industry.
• A Hollywood campus nestled in a city known for arts and innovation.
• A community of collaboration and performance across all ages.
• Pioneers in embracing technology to create the 21st century
conservatory experience.

52. Creative Concept
We Promise This:
You’ll Do What You Love
Challenging. Inspiring. Intense. Transformative. This is how UNCSA students and alumni
describe the conservatory experience. You learn from the best—working artists with one
foot in the professional world and one in the classroom. You live and work alongside
immensely talented and enthusiastic young artists and performers from across the
country and around the world. And you do everything in beautiful, modern facilities—
plenty of rehearsal spaces, fully equipped art and design studios and world-class
performance halls. You will leave UNCSA knowing how to work hard, dream big and
pursue your art as a seasoned working professional.

76. Accolades
• 2016 UCDA Design Competition: Gold
• 2016 W3: Best in Show
• 2016 Web Awards: Outstanding Website
• 2016 CASE Awards: Silver
• 2016 EDU Digital Marketing Awards: Bronze
• 2016 Awwwards: Honorable Mention
• 2016 Webby Awards: Finalist

77. Results
• Social media referrals increased 2600%.
• Admissions inquiries increased 518%.
• Online giving increased 48%.
• Applications to the school of film making increased 37%.

78. The process of launching the website
was very healthy for all of us as deans
to start to think of who we were
as a whole rather than as
who we were as individual schools.
Susan Ruskin, Dean of Filmmaking

79. What you can learn from UNCSA
• Find what inspires your students.
• Invest in the expression of your brand.
• Sweat the details that convey craft and care.

80. The
Punchline

81. Unforgettable brands
are based on values
rather than attributes.

82. Unforgettable brands
connect with audiences
at an emotional level.

83. Unforgettable brands
tell stories in which
details bring the stories
to life.

84. Resources
Resources
Take the webinar survey
Resource Kit Partner With Us
Download Explore

85. Questions?
Shane Shanks
Zehno
Senior Strategist
Editorial Director
shane@zehno.com
Voltaire Santos Miran
mStoner
Chief Executive Officer
Head of Client Experience
voltaire.miran@mstoner.com