The document discusses the branding strategy for Penn Athletics, detailing the transition to a values-based brand that emphasizes emotional connections and aligns all stakeholders with a shared purpose. It outlines the major goals of enhancing the athletic department's image through storytelling, community engagement, and various initiatives aimed at maximizing the potential of student-athletes. Key components include audience feedback, customer journey mapping, and internal alignment to build a cohesive and authentic brand narrative.

1. DEEPENING THE
CONNECTION
TO ATHLETICS
Case Study
Branding America’s Oldest University
© Teamup 2016

2. building high performance brands
2006 UNIVERSITY-WIDE REBRAND
’THE FORWARD LOOKING IVY’
PENN ATHLETICS BRAND IMAGE
INTERNAL ALIGNMENT
FRED POPP
Columbia Business School MBA 1990
Harvard Business School Executive Education 1996
Led rebrand of Penn Athletics and Dartmouth Athletics 2006
SHARLENE SONES
University of Pennsylvania MS Organizational Dynamics 2006
University of Pennsylvania Director of Marketing, Business Services 03-06
University of Pennsylvania rebrand 2006, brand consultant 06-present
BACKGROUND
© 2017 All Rights Reserved

3. high performance branding
How we operationalize brands
evaluate ideate activateplatform
journeys
ecosystem
alignment
alumni
athletes
experience
fans
visual
identity
voice
& tone
portfolio
management
contextual
design
synthesise
positioning
values/guiding principles
purpose attributes
building high performance brands © 2017 All Rights Reserved

4. building high performance brands
Advancing the major goals
of the athletic department, by:
ALIGNING TO A SINGLE PURPOSE
EMPHASIZING A VALUES-BASED BRAND
MOVING FROM TRANSACTIONAL TO EMOTIONAL
ENROLLING STAKEHOLDERS IN THE STORY
SOCIALIZING ACROSS THE UNIVERSITY
CREATING ALIGNMENT AND ACTION AND ACTION
MAJOR OUTCOMES
© 2017 All Rights Reserved

5. building high performance brands
ALIGN TO A SINGLE PURPOSE
WHAT WE DO...
HOW WE DO IT...
WHY WE DO WHAT WE DO...
We develop people who are uniquely prepared to exceed at life.
© 2017 All Rights Reserved

6. building high performance brands
CHARACTER FIRST
AIMING BIG
COMMUNITY MATTERS
HUMILITY
ENJOYMENT
A VALUES BASED BRAND
© 2017 All Rights Reserved

7. building high performance brands
Graphic Divider
The Graphic Divider may be used to separate graphic elements such as players in a composition
to provide depth to the layout. Below are additional applications of the Graphic Divider, shown
here in single-color applications of the primary color palette.
MOVING FROM TRANSACTIONAL TO EMOTIONAL
© 2017 All Rights Reserved

8. building high performance brands
Throughout the event, participants could provide near to real
time updates of their experience by synchronizing their app
directly from their phone.
CUSTOMER JOURNEY MAP Project My PENN Athletics Experience Perspective Football 1 Participant Roger Reina Generated on 2015/11/22
-0.24
AVERAGE EMOTION
Roger Reina
AGE 53 GENDER
PARTICIPANT’S JOURNEY OVERVIEW
29
TOUCHPOINTS
..............................................................27.59%
..............................................................17.24%
..............................................................13.79%
..............................................................34.48%
..............................................................6.9%
Very negative
Negative
Neutral
Positive
Very positive
TOUCHPOINTS DISTRIBUTION
CUSTOMERJOURNEY
2015/11/07 — 14:06
Boat house
Boathouse Row is a great entryway to
Penn. It feels on brand.
2015/11/07 — 17:32
Off brand
Off brand
2015/11/07 — 17:41
Walkway near stadium
No athletics signage on walk down
campus
2015/11/07 — 18:03
Festive view up campus
2015/11/07 — 18:04
No way finding
No signage to stadium
2015/11/07 — 18:05
I hate the toast
This is the brand presented. Terrible.
Embarrassing
2015/11/07 — 18:05
I hate the toast
This is the brand presented. Terrible.
Embarrassing
2015/11/07 — 18:09
Entrance to Franklin Field
No brand, uninspiring, crowded, Ticket
Office hard to get to. Overall, really bush
league presentation
2015/11/07 — 18:14
First impression
2015/11/07 — 18:17
Headman and Outland
Trophies
Way cool to have. Way underutilized and
weakly displayed. Doubt many fans know
about them at all. Or that they are on
display
2015/11/07 — 18:17
Headman and Outland
Trophies
Way cool to have. Way underutilized and
weakly displayed. Doubt many fans know
about them at all. Or that they are on
display
2015/11/07 — 18:20
Fun idea
2015/11/07 — 18:22
Merch tent
Much off brand. Decent presentation
2015/11/07 — 18:25
Fan shot
2015/11/07 — 18:45
unorganized championship
class recognition
Poor set up and presentation. Sound
system sucks, fans don't know who is on
the field or why
2015/11/07 — 19:40
1/2 time recognition
Championship teams, all Americans and
NCAA qualifiers recogniEd
2015/11/07 — 19:42
This is the view walking out
of FF
2015/11/07 — 19:45
Ivy Champion Gymnast
coming off field with her
ring
2015/11/07 — 20:18
Table of crap
WTF?
2015/11/07 — 20:19
Training taping tables
2015/11/07 — 20:22
Mixed marks
2015/11/07 — 20:30
Name of Field
2015/11/07 — 20:34
Toast throwing
2015/11/07 — 20:34
Toast throwing
2015/11/07 — 20:37
Concessions
2015/11/07 — 20:38
Merch
2015/11/07 — 20:39
Fans
2015/11/07 — 20:46
Fans
2015/11/07 — 20:46
Fans
EXPERIENCE
-2.0
-1.0
0.0
1.0
2.0
LOCATIONSATTACHMENTSTAGSCOMMENTS
5
ENROLLING STAKEHOLDERS IN THE STORY
Throughout the event, participants could provide near to
real tim updates of their experience by synchronizing their
app directly from their phone.
“We have to walk up the back of
the activation area to get to the
stadium, that’s a bit messy”
“Wow, cool to be in the
stadium, it looks amazing.
What a buzz”
“That’s cool the app gives me directions
to get to the Express Pickup point”
“Ouch card knocked back,
how am I going to pay
now? Wonder if I can pay
when I pick it up?”
“Bloody hell, I still
have to stand in a
bloody queue
and wait for it
to be made. It’s
just a QR code
with my order
info that’s all.
Disappointing
and annoying”
“We have to walk up the back of“We have to walk up the back of
d
w
2015/11/07 — 18:17
Headman and Outland
Trophies
Way cool to have. Way underutilized and
weakly displayed. Doubt many fans know
about them at all. Or that they are on
display
2015/11/07 — 18:20
Fun idea
2015/11/07 — 18:22
Merch tent
Much off brand. Decent presentation
2015/11/07 — 18:25
Fan shot
2015/11/07 — 18:45
unorganized championship
class recognition
Poor set up and presentation. Sound
system sucks, fans don't know who is on
the field or why
2015/11/07 — 19:40
1/2 time recognition
Championship teams, all Americans and
NCAA qualifiers recogniEd
2015/11/07 — 19:42
This is the view walking out
of FF
2015/11/07 — 19:45
Ivy Champion Gymnast
coming off field with her
ring
2015/11/07 — 20:18
Table of crap
WTF?
2015/11/07 — 20:19
Training taping tables
2015/11/07 — 20:22
Mixed marks
PENN ATHLETICS PERFORMANCE INDEX
CUSTOMER JOURNEY
2
WORKSHOPS
24
BRAND SURVEYS
4
INDEX
BUZZ
IMPRESSION
QUALITY
VALUE
REPUTATION
SATISFACTION
ATTENTION
BRAND AWARENESS
AD AWARENESS
ADVOCACY
COMMUNITY
STAFF
ATHLETES
ALUMNI
1
2
4
5
6
7
8
11
10
12
13
14
15
16
BASELINE
METRICS
3 ATTENTION
9
BRAND HEALTH BRANDSENTIMENT BRAND INVESTMENT FUNNEL
3
© 2017 All Rights Reserved

9. building high performance brands
PENN ATHLETICS PERFORMANCE INDEX
CUSTOMER JOURNEY WORKSHOPSBRAND SURVEYS
INDEX
BUZZ
IMPRESSION
QUALITY
VALUE
REPUTATION
SATISFACTION
ATTENTION
BRAND AWARENESS
AD AWARENESS
ADVOCACY
COMMUNITY
STAFF
ATHLETES
ALUMNI
1
2
4
5
6
7
8
11
10
12
13
14
15
16
BASELINE
METRICS
3 ATTENTION
9
BRAND HEALTH BRANDSENTIMENT BRAND INVESTMENT FUNNEL
3
© 2017 All Rights Reserved

10. building high performance brands
ALIGNMENT AND ACTION
STUDENT
DEVELOPMENT
COMMUNITY MATTERSAIMING BIG
ENJOYMENT
CHARACTER FIRST
HUMILITY
SERVICE
Young Quakers
College Champions
Other Initiatives (FOJ, Girls on the run,
Beat the Streets Philly)
LEADERSHIP
Penn Athletics Wharton Leadership
Academy
SAAC
SDAT
ACADEMICS
SAAAP (Study Hall/Tutoring
Learning & Development
CAREER DEVELOPMENT
Athlete Mentoring Program
Corporate Info Sessions
InternU
PERSONAL DEVELOPMENT
Mental Health/Wellness
Educational Programs
- Sexual Assault
- AOD
- Hazing
© 2017 All Rights Reserved

11. building high performance brands
THE CHAMPIONS' CENTER
PERSONAL
DEVELOPMENT
CAREER
DEVELOPMENT
EDUCATIONAL
PROGRAMS
LEADERSHIP
ACADEMICS SERVICE
YOUNG
QUAKERS
STUDENT-ATHLETE
ACADEMIC
ACHIEVEMENT
PROGRAM
(SAAAP)
PENN ATHLETICS
WHARTON
LEADERSHIP
ACADEMY
STUDENT-ATHLETE
ADVISORY COUNCIL
(SAAC)
STUDENT
DEVELOPMENT
ADVISORY TEAM
(SDAT)
LIFE SKILLS
DEVELOPMENT &
TRAINING
CHARACTER
DEVELOPMENT
CAPS
COLLAGE
CHAMPIONS
OTHER
INITIATIVES
ATHLETE
MENTOR
PROGRAM
CORPORATE
INFORMATION
SESSIONS
INTRENUALCOHOL &
OTHER DRUGS
SEXUAL
ASSAULT
HAZING
TUTORING
STUDY HALL
ENHANCING
THE
LIVES OF
ATHLETIC
SCHOLARS.
© 2017 All Rights Reserved

12. M E S S A G I N G

13. 62016 PENN ATHLETICSBRAND STANDARDS GUIDE 2016 PENN ATHLETICS 6BRAND STANDARDS GUIDE
O U R R E A S O N F O R B E I N G
WHAT WE DO...
PENN Athletics is committed to maximizing the full physical and mental potential of our
scholar-athletes as well as the social and emotional w-ng of the whole person.
HOW WE DO IT...
By supporting and nourishing the drive to take one’s talents to the highest level of performance;
celebrating the fortitude needed to attain the highest of goals.
WHY WE DO WHAT WE DO...
We develop people who are uniquely prepared to exceed at life.

14. 132016 PENN ATHLETICSBRAND STANDARDS GUIDE 2016 PENN ATHLETICS 13BRAND STANDARDS GUIDE
ENGAGING
Open, Friendly, Inviting,
and Approachable
INSPIRING
Hopeful, Enriching, Innovative
and Sensational
SINCERE
Trustworthy, Genuine,
Major and Honorable
THOUGHTFUL
Considerate, Attentive, Profound
and Intelligent
T O N E O F V O I C E

15. 182016 PENN ATHLETICSBRAND STANDARDS GUIDE
Brand Identity / Split “P” Mark
NOTE: GOLD SHIELD is for premium application only and requires approval in advance.

16. 352016 PENN ATHLETICSBRAND STANDARDS GUIDE
CHAMPION YOUR LIFE
CHAMPION
YOUR LIFE
P E N N AT H L E T I C S
CHAMPION
YOUR LIFE
P E N N AT H L E T I C S
CHAMPION
YOUR LIFE
P E N N AT H L E T I C S
Graphic Divider
On busy or distracting backgrounds, or in the presence of campaign messaging, use the graphic
divider to isolate and promote the logo.

17. 472016 PENN ATHLETICSBRAND STANDARDS GUIDE
Champion your life campaign imagery

18. T H A N K Y O U

19. PENN Athletics now has it’s own unique,
defensible and authentic story. It provides the
context for the value of PENN Athletics to the
broader University community.
Consequently, they’ve united their division,
scholars and staff in an understanding
of the PENN brand, bringing everyone
together within a common sense of purpose.
PENN’s Story
building high performance © 2016 All Rights Reserved
"The Teamup group was inspiring to work with, and
meticulous in the way they researched the PENN
brand, thoughtfully involving various constituents
throughout the process."
Dr. Grace Calhoun,
Director of Athletics and Recreation.
"This work becomes a way to showcase that belief in a
deeply human and relevant way. There isn’t a more fitting
story to wrap the PENN brand around than one that
explores the motivations that fuel the will to win."
Roger Reina
Senior Associate Athletic Director, External Affairs

20. teamup Consulting Limited
www.teamupco.com
Fred Popp Sharlene Sones
LONDON BOSTON
+44 (0)7889-718179 +1 (386) 846-8621
fredpopp@teamupco.com ssones@teamupco.com
With over 20 years of experience, teamup is
part of the sports branding conversation
everywhere it’s happening. Across the world,
our clients are evolving their businesses,
placing the fan at the core of all they do.
Ask any one of the hundreds of clients we’ve
impacted by winning customers, transforming
organisations, and achieving best-in-class.
What challenges face your organisation?
WE BUILD HIGH PERFORMANCE BRANDS
building high performance © 2016 All Rights Reserved