The Branding Committee will focus on upholding UW-L's mission and prioritizing students. Committee members will be expected to attend meetings on time and keep their constituent groups informed. After two unexcused absences, a replacement will be found. Meetings will typically be one hour with scheduled agendas. The committee will work to preserve UW-L's brand identity within their current budget and complete the process by June 2012. They will analyze UW-L's current perception and branding to develop a comprehensive integrated marketing plan that strengthens the university's brand promise.

1. Branding

2. Thank You!

4. Committee members will be expected to attend meetings at their scheduled start time. Committee work will not be reviewed once a meeting is started for tardy members.

5. Committee members will value and respect all participants and perspectives, and exercise civility and integrity.

6. Committee members will be expected to keep current with committee readings, assignments, etc., prior to a scheduled meeting.

7. Committee members will be expected to keep their constituent group(s) up to date of committee work.

8. After two unexcused absences, the committee chair will ask the respective governance group to find a replacement.

10. Changes with System; future flexibilities?

11. Explosion of social media

12. Web is now our front door

14. Review needs to be comprehensive

15. Scale of work is up to the committee

16. Complete the process by June 2012

18. Scale of Work Perception Analysis Current Tag Line IMP Assessment & Logo IMP = Integrated Marketing Plan

19. What is a brand? It’s not a logo, ad campaign, spokesperson or slogan. — Christina Pattyn, Vice President, Marketing, Pangborn Design Ltd.

20. One definition: Branding involves building a relationship over time with the consumer. — Branding University of Missouri, University Affairs 2009

21. Another definition: A brand is a valued and differentiating promise that a college, university or school makes to its most important audiences to meet a need or fulfill an expectation. — Building Brand Momentum by Robert Sevier

22. Every organization has a brand, whether they like it or not, whether they realize it or not, whether or not they have an expensive ad campaign or a new logo. — Christina Pattyn, Vice President, Marketing, Pangborn Design Ltd.

24. Logo

25. School colors

26. Campus icons

27. Reputation

28. Core values

29. Institutional messages

30. Mission

31. Strengths

32. History

33. Emotion

34. Campus culture

35. Interactive (two-way communication is important) — Branding University of Missouri, University Affairs 2009

37. Components of an organization seek their own identities with a logo or other symbol; but in marketing terms, this tends to serve the seller rather than the consumer.

38. It makes it easier for the consumer to identify with the organization.— Branding University of Missouri, University Affairs 2009

40. More media attention

41. More research dollars

42. Strategic partners including foundations and organizations supplying internships

43. Greater alumni support

44. More positive word-of-mouth

45. Greater loyalty internally along with external stakeholders as alumni and donorsStronger brands require fewer direct marketing expenditures. — Building Brand Momentum by Robert Sevier

46. What do people think of UW-La Crosse?

47. UW-La Crosse Mission Statement The University of Wisconsin-La Crosse provides a challenging, dynamic, and diverse learning environment in which the entire university community is fully engaged in supporting student success. Grounded in the liberal arts, UW-L fosters curiosity and life-long learning through collaboration, innovation, and the discovery and dissemination of new knowledge. Acknowledging and respecting the contributions of all, UW-L is a regional academic and cultural center that prepares students to take their place in a constantly changing world community.

48. Official UW-L Logos

49. Other logos used on campus

50. Others …

51. … and more!

53. Branding Examples

55. Powerpoint templates

56. What is UW-L’s branding goal?

58. Generate allegiance over time

61. Oversee the strategic brand audit including interfacing with internal stakeholders and external target audiences

62. Guide the development of potential brand promises

63. Conduct promise testing

64. Create a brand communication plan

65. Establish and oversee brand budget and calendar

66. Provide guidance as the brand promise is implemented

67. Assist in strengthening the brand promise— Building Brand Momentum by Robert Sevier

69. What truly distinguishes UW-L from those competitors?

70. How is this distinction valued in the minds of your prospects?

71. What will it take for us to validate that distinction externally?

72. What will it take for us to convince internal audiences about the need for emphasizing and delivering on that distinction?— The Real U, Robert M. Moore