The document discusses 5 truths about higher education branding that were learned over time. The truths are: 1) An authentic brand balances past, present and future. 2) Authenticity is essential to being believed. 3) Stories are needed to show information to different learning styles. 4) Complex organizations require simple stories. 5) A brand starts with a big idea. Additionally, internal launch is important so branding is more than just a campaign.

1. 5 TRUTHS
THE
OF HIGHER ED BRANDING
Thingswe’velearnedalongtheway

2. William Hull Faust
Managing Partner
@ologie
@williamfaust

3. ACT 1: A MAD, MAD WORLD
Today’s higher ed landscape
ACT 2: STRANGE BEDFELLOWS
Communications? Marketing? Branding?
ACT 3: THE FIVE TRUTHS
Things we’ve learned along the way
The Agenda

4. A MAD,
MAD WORLD:
TODAY’S HIGHER ED
LANDSCAPE
“Toto, we’re not in Kansas anymore.”
ACT 1

5. THE ENROLLMENT
LANDSCAPE
• A BUYER’S MARKET
Fewer students, with more choices
External Environment

6. THE ENROLLMENT
LANDSCAPE
• A BUYER’S MARKET
Fewer students, with more choices
• FINANCIAL FATIGUE
Tuition, debt, and ROI
External Environment

7. THE ENROLLMENT
LANDSCAPE
• A BUYER’S MARKET
Fewer students, with more choices
• FINANCIAL FATIGUE
Tuition, debt, and ROI
• UNDIFFERENTIATED
Everyone looks and sounds the same
External Environment

8. THE ENROLLMENT
LANDSCAPE
• A BUYER’S MARKET
Fewer students, with more choices
• FINANCIAL FATIGUE
Tuition, debt, and ROI
• UNDIFFERENTIATED
Everyone looks and sounds the same
• HYPERCOMPETITIVE
Regionally, nationally and even globally
External Environment

9. External Environment
STEM
SCHOOL S
COMPREHENSIVE
UNIVERSITIES
RISD
SCAD
MIT
IIT
Georgia
Tech RIT NYU
Stanford
CMU
Cincinnati
MICA Full Sail
Columbia
College
Emerson
ENTERTAINMENT
AND MEDIA
SCHOOL S
CIAParsons
Pratt
ART AND
DESIGN
SCHOOLS

10. External Environment
STEM
SCHOOL S
COMPREHENSIVE
UNIVERSITIES
RISD
SCAD
MIT
IIT
Georgia
Tech RIT NYU
Stanford
CMU
Cincinnati
MICA Full Sail
Columbia
College
Emerson
CIAParsons
Pratt
ART AND
DESIGN
SCHOOLS
MEDIA
SCHOOLS

11. External Environment
STEM
SCHOOL S
RISD
SCAD
MIT
IIT
Georgia
Tech RIT NYU
Stanford
CMU
Cincinnati
MICA Full Sail
Columbia
College
Emerson
CIAParsons
Pratt
ART AND
DESIGN
SCHOOLS
MEDIA
SCHOOLS
UNIVERSITIES

12. External Environment
RISD
SCAD
MIT
IIT
Georgia
Tech RIT NYU
Stanford
CMU
Cincinnati
MICA Full Sail
Columbia
College
Emerson
CIAParsons
Pratt
ART AND
DESIGN
SCHOOLS
STEM
SCHOOLS
MEDIA
SCHOOLS
UNIVERSITIES

13. External Environment
THE ADVANCEMENT
LANDSCAPE
• GENERATIONS OF ALUMNI
Engagement is a challenge

14. External Environment
THE ADVANCEMENT
LANDSCAPE
• GENERATIONS OF ALUMNI
Engagement is a challenge
• BEYOND ATHLETICS
Converting fans to supporters

15. External Environment
THE ADVANCEMENT
LANDSCAPE
• GENERATIONS OF ALUMNI
Engagement is a challenge
• BEYOND ATHLETICS
Converting fans to supporters
• COMPETING FOR ATTENTION
So many good causes, so little time

16. External Environment
THE ADVANCEMENT
LANDSCAPE
• GENERATIONS OF ALUMNI
Engagement is a challenge
• BEYOND ATHLETICS
Converting fans to supporters
• COMPETING FOR ATTENTION
So many good causes, so little time
• DONOR FATIGUE
Annual funds, capital campaigns, and everything in between

17. Internal Environment
MEANWHILE, BACK
ON CAMPUS...
• STEM VS. LIBERAL ARTS
The debate rages on

18. Internal Environment
MEANWHILE, BACK
ON CAMPUS...
• STEM VS. LIBERAL ARTS
The debate rages on
• PRODUCT VS. PURPOSE
Should schools be run like a business?

19. Internal Environment
MEANWHILE, BACK
ON CAMPUS...
• STEM VS. LIBERAL ARTS
The debate rages on
• PRODUCT VS. PURPOSE
Should schools be run like a business?
• THE QUEST FOR DIVERSITY
Higher ed’s Holy Grail

20. Internal Environment
MEANWHILE, BACK
ON CAMPUS...
• STEM VS. LIBERAL ARTS
The debate rages on
• PRODUCT VS. PURPOSE
Should schools be run like a business?
• THE QUEST FOR DIVERSITY
Higher ed’s Holy Grail
• HAVES AND HAVE NOTS
When supply exceeds demand

21. DISRUPTION
IS COMING
THE BOTTOM LINE:
[And it will take on many forms.]

22. STRANGE
BEDFELLOWS
“If you build it, they will come.”
ACT 2
COMMUNICATIONS?
MARKETING? BRANDING?

23. BREAKING DOWN THE SILOS
(or at least finding kindred spirits)
Advancement

24. BREAKING DOWN THE SILOS
(or at least finding kindred spirits)
Advancement Enrollment

25. BREAKING DOWN THE SILOS
(or at least finding kindred spirits)
Advancement Outreach Enrollment

26. BREAKING DOWN THE SILOS
(or at least finding kindred spirits)
Communications
Advancement Outreach Enrollment

27. BREAKING DOWN THE SILOS
(or at least finding kindred spirits)
Communications Communications
Advancement Outreach Enrollment

28. BREAKING DOWN THE SILOS
(or at least finding kindred spirits)
Communications Communications Communications
Advancement Outreach Enrollment

29. BREAKING DOWN THE SILOS
(or at least finding kindred spirits)
Communications Communications Communications
Advancement Outreach Enrollment
Centralized Marketing
(CMO)

30. Communications Communications Communications
Advancement Outreach Enrollment
BREAKING DOWN THE SILOS
(or at least finding kindred spirits)
Institutional
Brand Management
Centralized Marketing
(CMO)

31. CMO
The Rise of the Higher Ed
CHIEF MARKETING OFFICER

32. CMO
The Rise of the Higher Ed
CHIEF MARKETING OFFICER
2013
Northwestern

33. CMO
The Rise of the Higher Ed
CHIEF MARKETING OFFICER
2013 2014
Northwestern William Mary

34. CMO
The Rise of the Higher Ed
CHIEF MARKETING OFFICER
2013 2014 2015
Northwestern William Mary Ohio State

35. CMO
The Rise of the Higher Ed
CHIEF MARKETING OFFICER
2013 2014 2015 2016
Northwestern William Mary Ohio State Univ. of Georgia

36. INSTITUTIONAL
BRAND
MANAGEMENT?
• More than a logo
• More than a tagline
• More than a campaign
But what do we mean by

37. EXPERIENCE
It’s the total
we promise
to deliver
to our
stakeholders
via... PEOPLEPLACEPRODUCT
IDENTITY INSPIRATION INFORMATION

38. EXPERIENCE
Managing the brand
in higher
ed requires
breaking down
the silos...
PEOPLEPLACEPRODUCT
IDENTITY INSPIRATION INFORMATION

39. Turning brand ambassadors into storytellers
is one of the most effective ways to share the
experience to engage people to...
STORY.
...and telling a unified
APPLY
GIVE
ENROLL
CARE

40. THE BOTTOM LINE:
While an inclusive process can be painful at times,
the brand benefits from greater alignment.
PEOPLE SUPPORT
WHAT THEY HELP
CREATE.

41. THE FIVE
TRUTHS
“Be true to your school.”
ACT 3
OF BUILDING MANAGING
A BRAND IN HIGHER ED

42. A strong brand looks backwards
and forward.
IT’S A BALANCE
OF PAST, PRESENT,
AND FUTURE.
1

45. Your story must be real and
genuine to be believed.
AUTHENTICITY
IS EVERYTHING.
2

49. People absorb information
differently than they used to.
SHOW ME
A STORY.
3

50. Gen Z
We communicate
constantly.
Social media is the #1 reason
we use the Internet, and we
send more than 100 texts a day.
Our digital world
is noisy.
Our attention span is
8 seconds, and we multi-
task across five screens.

54. No one really cares how you are
organized.
COMPLEX
ORGANIZATIONS
REQUIRE SIMPLE
STORIES.
4

58. What’s the one thing at the top of
your pyramid?
IT STARTS WITH
A BIG IDEA.
5

62. WE RISE

64. OH, AND ONE
MORE THING...
(Truth #6, but I didn’t want to
change the title)

65. Launching internally first
ensures that branding efforts are
more than a campaign.
INSIDE then OUT.6

66. MOUNTAINEERS
GO FIRST.

68. QUESTIONS?

69. THANK YOU.