This document summarizes a presentation about branding and marketing efforts at Summer Summit 2013. It discusses the importance of branding Student Affairs to engage and retain students. It also reviews current branding initiatives like the Temple Made campaign and the creation of a Marketing and Branding Committee for Student Affairs. The presentation emphasizes building an emotional connection with students through consistent branding to support the mission and vision of Student Affairs.

1. Summer Summit 2013
Marketing and Branding Update
engage • develop • retain
Tuesday, June 4, 2013

2. Branding Student Affairs
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• What is branding?
• Why is branding Student Affairs important?
• What are we doing as it pertains to branding?
Tuesday, June 4, 2013

3. Video Clip
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Tuesday, June 4, 2013

4. Branding Student Affairs
engage • develop • retain
• Why was Apple’s 1984 commerical so
successful?
• What does Apple sell? Why is the brand valued
so much more than others?
• How does Apple relate to DOSA?
Tuesday, June 4, 2013

5. What is Branding?
engage • develop • retain
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
Branding and Marketing
Tuesday, June 4, 2013

6. Why is branding Student
Affairs important?
engage • develop • retain
• Marketing in higher education in more critical
now than it’s ever been
Tuesday, June 4, 2013

7. What are we doing as it
pertains to branding?
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• Unfortunately, not enough!
• Understand what’s happening at the University level
and our fit, i.e. Temple-Made, Big East
• Through the Student Affairs committee structure, a
Marketing and Branding Committee has been created
however participation is low
• We need volunteers and those with a business function
of marketing and branding to join to help standardize
our efforts
Tuesday, June 4, 2013

8. Temple Marketing and
Branding Efforts
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• Temple Made
• Provost’s Communication Group
• www.temple.edu
• Big East and American Conference
Tuesday, June 4, 2013

9. Temple Marketing and
Branding Efforts
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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.
Tuesday, June 4, 2013

10. Marketing Higher
Education
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Tuesday, June 4, 2013

11. Temple Marketing and
Branding Efforts
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!
!
Tuesday, June 4, 2013

12. DOSA Marketing and
Branding Efforts
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• EDR Branding
• Summer Summit
• Good Neighbor Initiative
• Web Communications Brand
• Apparel
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13. EDR Branding
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Tuesday, June 4, 2013

14. EDR Branding
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Tuesday, June 4, 2013

15. Good Neighbor Initiative
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Tuesday, June 4, 2013

16. OWL STAND UP
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Tuesday, June 4, 2013

17. However, branding is more
than just logos, cool
designs, and pithy taglines
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Tuesday, June 4, 2013

18. True Importance of Branding
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• Emotional connection to customers - students, parents,
faculty, staff, employees
• Increasing the value of Student Affairs by fulfilling the
needs and wants of our students; branding helps us tell
the story in a unified and consistent way
• Focus more on our mission, values, and vision and
incorporating EDR into the fabric of who we are, what
we do, and why we do it (WHO - WHAT - WHY)
• Importance of Strategic Planning in the short term
(1 year) and long-term (5 years)
Tuesday, June 4, 2013

19. Strategic organizational role
of marketing and branding
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Tuesday, June 4, 2013

20. Future of
Marketing and Branding
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• If you have any questions or would like to consult about
marketing and branding for your department, please
contact me at skillion@temple.edu
• Join and encourage your staff to participate in the
Marketing and Branding Committee for Student Affairs
Tuesday, June 4, 2013