Don’t Jump to Communications: The role of brand strategy in higher ed marketing

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Primary topics covered: brand development, marketing strategy, integrated marketing

Presentation description:
Are higher ed marketers letting the “new technology” cart lead the brand horse? Presenters will advocate for comprehensive strategy from institutional intent to a “just right for our brand” tactical mix.

Presentation abstract:
Are higher ed marketers letting the cart lead the horse? Has the call become “yikes, we don’t have anything to tweet today” before the question “is Twitter the right space for our brand right now?” has been answered? Advocating for a brand-driven marketing approach, the presenters will track the sequential logic of developing a comprehensive strategy starting with institutional intent and market prioritization and ending with a “just right for our brand” tactical mix. The School of the Art Institute of Chicago will serve as the primary case study, illustrating principles that all college and university marketers can bring to their own institutional strategy and integrated marketing development. Special attention will be paid to the promise and challenges of the web in achieving strategic branding objectives.

Specific themes covered will include:
• Deciding on strategic vision and shared priorities “across the silos”
• Shaping brand positioning from market research (including the role of segmentation)
• Developing an integrated marketing program that amplifies your brand strategy
• Choosing “on brand” digital tactics

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Don’t Jump to Communications: The role of brand strategy in higher ed marketing

  1. 1. DON’T JUMP TO COMMUNICATIONS: THE ROLE OF BRAND STRATEGY IN HIGHER ED. MARKETING Sherrie Medina Assoc. VP Communications and Strategic Initiatives
  2. 2. AMERICA’S MOST • 3,200 Students • Top 3 U.S. News and World Report INFLUENTIAL • Most Fulbright Scholars 09-10 ART AND • Largest School/Museum DESIGN Campus SCHOOL • Heart of Chicago
  3. 3. MY PATH Start-Up Companies Internet Chemical- Manufacturing
  4. 4. LANDSCAPE • 2 New Presidents / 2 Years • Provost (new position) • Five Year Strategic Plan • Rebrand and Web Redesign
  5. 5. 1. PEOPLE/TEAM 2. TOOLS 3. TACTICS 4. STRATEGY
  6. 6. 1. PEOPLE/TEAM 2. TOOLS 3. TACTICS 4. STRATEGY
  7. 7. BEFORE Focus ?? Priorities ?? Public Relations Marketing Web/E-communications Publications + Everyone is creative—We are an art school! = Everyone is their own marketer and designer
  8. 8. CHAMPIONS NEEDED
  9. 9. CHAMPIONS NEEDED • 1 YEAR
  10. 10. CHAMPIONS NEEDED • 1 YEAR • Report to the President
  11. 11. CHAMPIONS NEEDED • 1 YEAR • Report to the President • Rae Ulrich, Ex. Dr. Web and eComm
  12. 12. AFTER mmunicati Co on s Marketing Web Public Relations E-communications Graphics Social Media + PR Firm Focus: Institutional
  13. 13. REORGANIZE AND REDEFINE What is missing?
  14. 14. REORGANIZE AND REDEFINE What is missing? • Copy Editor • Social Media Coordinator • Student Designers • AVP (me)
  15. 15. 1. PEOPLE/TEAM 2. TOOLS 3. TACTICS 4. STRATEGY
  16. 16. 1. PEOPLE/TEAM INVENTORY: ACCESSING THE LANDSCAPE 3. TACTICS 4. STRATEGY
  17. 17. MAKING EVERYONE HAPPY INTERNAL CLIENTS (58 +) ADMISSIONS FINANCIAL AID ACADEMIC DEPARTMENTS: Arts Administration And Policy, Architecture, Interior Architecture, Designed Objects, Design For Emerging Technologies, Art Education, Art And Technology Studies, Art Therapy, Ceramics, Fashion Design, Fiber And Material Studies, Film, Video, New Media, And Animation, Historic Preservation, Liberal Arts, Modern Art History, Theory, And Criticism, Painting And Drawing Performance, Photography, Printmedia, Sculpture, Sound, Visual And Critical Studies, Visual Communication Design, Writing STUDENT AFFAIRS CAREER SERVICES INTERNATIONAL AFFAIRS DEVELOPMENT ALUMNI RELATIONS FACILITIES CONTINUING STUDIES: Children And Preteen Workshops, Early College Program, Teacher Institute In Contemporary Art, Teacher Institute In Museum Education PARENTS INSTITUTIONAL AFFAIRS PUBLIC PROGRAMS: Visiting Artist Program, Conversations At The Edge, Fiber And Material Studies, AIADO, Parlor Room, Behind The Seams, Lifton Lecture, Sick Lecture, Sullivan Lecture Series SPECIAL COLLECTIONS       Roger Brown Study Collection, Joan Flasch Artist Book, Fashion Resource Center VIDEO DATA BANK FLAXMAN LIBRARY EXHIBITIONS:       Betty Rymer, Sullivan, Student Union Galleries ROGER BROWN STUDY COLLECTION Kaori Masui (BFA 2008), Happy, 2008
  18. 18. MATRICULATION INVENTORY
  19. 19. EARLY COLLEGE/KIDS ADMISSIONS Adult / Childrens Brochure + NY Times Undergrad catalogue Insert Grad catalogue SAIC Kids ad campaign Student poster Child postcard (undated)  Teacher poster Camp Postcard  Undergrad booklets Child apron  National advertising Child backpack High School advertising Camp t-shirts Community College Advertising ECP quote card SAIC brochure ECP / SI booklet  SAIC campus map ECP / SI registration announce card Parent TICA application PDF APSI application PDF TICA / APSI DMP TIME application PDF INTERNATIONAL Dept. Pub Poster Presentation Templates/Images ECP / SI online exhibition card XXX TICA CD cover / card XXX ECP / SI application PDF / print XXX ECP Spring DMP XXX Certificate of Recognition XXX SECTP Campus Map PDF TIME announcement card ECP Summer DMP TICA Buttons SAIC summer DMP (undergrad) ECP NPD card ECP envelope ECP T-Shirts
  20. 20. STREAMLINING/ PROCESSES
  21. 21. TOOLS Communications Portal Graphic Templates Brand and Editorial Guidelines Press Kit and School Brochure Yearly Plans** to come Creative Kickoffs Job Requests Media Plan
  22. 22. COMMUNICATIONS PORTAL
  23. 23. BRAND AND EDITORIAL GUIDELINES
  24. 24. GRAPHIC TEMPLATES header SUBHEAD Wisit alit lummod tat utLorero erilisi. Ore min utpatue venia- met utat. Ut vulla amconse mod eriure volese vel eugue min hendreet, augueratum deleniat utpatuer susting ero essi. headline SUBHEAD Wisit alit lummod tat ut. Lorero erilisi. Ore min utpatue veniamet utat. Ut vulla amconse mod eriure volese vel eugue min hendreet, auguer Call to action text style. For more information, visit www.saic.edu CALL TO ACTION TEXT STYLE. • Digital Signage For more information, visit www.saic.edu • Ads print/web • Posters • Postcards • Presentation Templates
  25. 25. PRESS KIT
  26. 26. PRESS KIT INSERTS • Notable Alumni • SAIC At a Glance • SAIC Stats • Timeline • Campus Map • Press Images
  27. 27. SCHOOL BROCHURE
  28. 28. BRANDING AND LOGO • 13 Logos/Identities • Created 1 Tri-Brand
  29. 29. BRANDING AND LOGO
  30. 30. SOCIAL MEDIA
  31. 31. WEB AND E-COMMUNICATIONS
  32. 32. YEARLY PLAN/CREATIVE KICKOFF Content/Dates/Budget Audience Past/Likes Marketing/Graphics/Writing/Web 1st - Yearly Plans Summer 10
  33. 33. WHY AREN’T WE…?
  34. 34. MEDIA PLANS John Fashion show a lot Rae e plan • Advertising • Printed Materials • Electronic
  35. 35. DOG & PONY SHOW — EDUCATE This fall “Get on the Agenda” Print/Graphics Workflow
  36. 36. RECEPTACLES PUBLIC NEWS PUBLIC INTERNAL INTERNAL Recent articles on the PROGRAMMING EVENTS ACCOMPLISHMENTS web and in the news MAJOR NEWS ITEMS Long and/or Events + Monday Wednesday short eReleases Disruptions “Happenings” “Accomplishments” magazine and email email email
  37. 37. WORKFLOW Monday “Happenings” Home page email send feature Posted on eReleases RSS feed Post in web Portal News press room Highlights eVites
  38. 38. 1. PEOPLE/TEAM 2. TOOLS 3. TACTICS 4. STRATEGY
  39. 39. WHO ARE WE TALKING TO? •Parents (current/potential) •Students (current/potential) •Alumni •Donors (individuals/corporate/grants) •Faculty & Staff •General Public
  40. 40. WHERE IS THE AUDIENCE? •Press Contacts •Web Users •Print/Mailing •Events Attendees •Facebook •Twitter •YouTube
  41. 41. WHOSE PERCEPTION ARE WE TALKING ABOUT?
  42. 42. WHAT DO WE REALLY KNOW? •Can the conversation be elevated? •Remove personal interpretations •Look to True Market Perceptions Students, Parents, Alums, Donors, Faculty
  43. 43. WHAT DO WE REALLY KNOW? MARKET RESEARCH
  44. 44. SEQUENTIAL LOGIC? NOT MY REALITY
  45. 45. THE TRUTH ABOUT OUR MARKET RESEARCH MISTAKES: •Shared Mid Way •Slow down and protect—Used as a SWOT •Rejected
  46. 46. IT AND WEB CONSULTING •Vision/Strategy - THANK YOU RAE •2 consultants •Redefine services •Assessment of staff and infrastructure •Proposed road map / Staff
  47. 47. BRAND AND WEB REDESIGN
  48. 48. nchmarking r Be Bra tito nd (BRANDING) Co mpe Str at eg y h rc ea es rR Entire experience lde Ins eho igh Stak that a student, ts & Analysis parent, or staff member goes raining through as a s&T Iden line reflection of our tity ide MESSAGE an Gu IDENTITY V d isu alL a ng ua ce ge Voi & lity Na ona min Pers g
  49. 49. 1. PEOPLE/TEAM 2. TOOLS 3. TACTICS 4. STRATEGY
  50. 50. PROCESS FLOW/ YEARLY PLANNING JOB PLANNING CREATIVE KICKOFF (CONTENT/DATES/BUDGET) CONCEPT AND STRATEGY DEVELOPMENT PRESS RELEASE PRINT MATERIALS ROLL OUT WEB ROLL OUT E-MAIL MARKETING SOCIAL MEDIA EVENT!
  51. 51. PROCESS FLOW/ YEARLY PLANNING JOB PLANNING CREATIVE KICKOFF (CONTENT/DATES/BUDGET) CONCEPT AND STRATEGY DEVELOPMENT PRESS RELEASE PRINT MATERIALS ROLL OUT WEB ROLL OUT E-MAIL MARKETING SOCIAL MEDIA EVENT!
  52. 52. PROCESS FLOW/ YEARLY PLANNING JOB PLANNING CREATIVE KICKOFF (CONTENT/DATES/BUDGET) CONCEPT AND STRATEGY DEVELOPMENT PRESS RELEASE PRINT MATERIALS ROLL OUT WEB ROLL OUT E-MAIL MARKETING SOCIAL MEDIA EVENT!
  53. 53. PROCESS FLOW/ YEARLY PLANNING JOB PLANNING CREATIVE KICKOFF (CONTENT/DATES/BUDGET) CONCEPT AND STRATEGY DEVELOPMENT PRESS RELEASE PRINT MATERIALS ROLL OUT WEB ROLL OUT E-MAIL MARKETING SOCIAL MEDIA EVENT!
  54. 54. PROCESS FLOW/ YEARLY PLANNING JOB PLANNING CREATIVE KICKOFF (CONTENT/DATES/BUDGET) CONCEPT AND STRATEGY DEVELOPMENT PRESS RELEASE PRINT MATERIALS ROLL OUT WEB ROLL OUT E-MAIL MARKETING SOCIAL MEDIA EVENT!
  55. 55. PROCESS FLOW/ YEARLY PLANNING JOB PLANNING CREATIVE KICKOFF (CONTENT/DATES/BUDGET) CONCEPT AND STRATEGY DEVELOPMENT PRESS RELEASE PRINT MATERIALS ROLL OUT WEB ROLL OUT E-MAIL MARKETING SOCIAL MEDIA EVENT!
  56. 56. PROCESS FLOW/ YEARLY PLANNING JOB PLANNING CREATIVE KICKOFF (CONTENT/DATES/BUDGET) CONCEPT AND STRATEGY DEVELOPMENT PRESS RELEASE PRINT MATERIALS ROLL OUT WEB ROLL OUT E-MAIL MARKETING SOCIAL MEDIA EVENT!
  57. 57. WORKFLOW Monday “Happenings” Home page email send feature Posted on eReleases RSS feed Post in web Portal News press room Highlights eVites
  58. 58. PROCESS FLOW/ YEARLY PLANNING JOB PLANNING CREATIVE KICKOFF (CONTENT/DATES/BUDGET) CONCEPT AND STRATEGY DEVELOPMENT PRESS RELEASE PRINT MATERIALS ROLL OUT WEB ROLL OUT E-MAIL MARKETING SOCIAL MEDIA EVENT!
  59. 59. PROCESS FLOW/ YEARLY PLANNING JOB PLANNING CREATIVE KICKOFF (CONTENT/DATES/BUDGET) CONCEPT AND STRATEGY DEVELOPMENT PRESS RELEASE PRINT MATERIALS ROLL OUT WEB ROLL OUT E-MAIL MARKETING SOCIAL MEDIA EVENT!
  60. 60. RESULTS OF CONSISTENT/ INTEGRATED MARKETING SAMPLES OF CAMPAIGNS
  61. 61. CASE STUDY: FASHION SHOW The School of the Art Institute of Chicago’s fashion show benefit Honoring G A RY G R A H A M with the SAIC Legend of Fashion Award Celebrating the life of fashion trailblazer and philanthropist E U N I C E W. J O H N S O N THEWALK 2010 FRIDAY, MAY 7 CELEBRATING THE LIFE PRESENTING OF FASHION TRAILBLAZER GARY GRAHAM WITH AND PHILANTHROPIST THE LEGEND EUNICE W. JOHNSON (1916-2010) OF FASHION AWARD THEWALK 2010 Mrs. Eunice W. Johnson was a For her commitment to SAIC alumnus and New York- woman ahead of her time. As community service, Mrs. based designer Gary Graham producer and director of Ebony Johnson has obtained several (BFA 1992) will be presented Fashion Fair—the world’s largest awards, including honors from with the SAIC Legend of traveling fashion show—her life the United Negro College Fashion Award. In 2009 Graham FRIDAY, MAY 7 and work were defined by her contributions to the world of Fund, The Boys & Girls Club of Chicago, Alabama A&M, Loyola was announced as a finalist of the prestigious Council of fashion and design. She was a University, and a host of others. Fashion Designers of America/ THE ART INSTITUTE OF CHICAGO trailblazer in helping build Vogue Fashion Fund. Graham MODERN WING, GRIFFIN COURT Johnson Publishing Company, Mrs. Johnson was the wife of launched his line in the fall of home to Ebony and Jet Mr. John H. Johnson, the late 1999, and his background in ENTRANCE ON MONROE STREET magazines as well as Fashion publisher and chairman of costume and textile design is Fair Cosmetics, into a media Johnson Publishing Company, apparent, season after season, COCKTAIL RECEPTION: 6:00 P.M. and beauty powerhouse. which he founded in 1942 in his collections imbued with RUNWAY SHOW: 7:00 P.M. with her love and support. Her a casual luxury and a sense Since 1961, Mrs. Johnson daughter, Linda Johnson Rice, is of history. He is attracted to BUFFET DINNER IN TERZO PIANO: 8:00 P.M. served at the helm of Ebony chairman and CEO. contrasts (light and dark, fitted Fashion Fair, which annually and flowing) and cause and EVENT CHAIRS: encompasses a nearly 180- effect, discovering the particular MARILYN FIELDS city tour of the United States, beauty in each. This approach GREG CAMERON G A R M E N T S BY G A RY G R A H A M Canada, and the Caribbean. is reflected in his characteristic To date, more than $55 million fitted jackets, fluid dresses, EVENT CO-CHAIRS: has been raised for various blouses, and slouchy knits— DONNA LAPIETRA charities. The show remains a all rendered in a rich and varied STEPHANIE SICK staple in the fashion industry, palette, with texture achieved BISI WILLIAMS MAU showcasing the best in style by meticulous washing and on African-American models of dying processes that are a various shapes, sizes, and skin Gary Graham trademark. tones. It was Mrs. Johnson’s His incorporation of quilting, sheer determination and astute embroidery, patchwork, and business sense that helped pave washed leathers create a highly the way for supermodels Tyra individualized look with Banks, Naomi Campbell, Iman, impeccable finish. Gary Graham The house of Yves Saint and Beverly Johnson. collections are available in Laurent is pleased to support The Walk 2010 and specialty boutiques and Born in Selma, Alabama, Mrs. department stores worldwide. Johnson received her bachelor’s celebrate the life of fashion AS ALWAYS, DRESS WITH STYLE visionary and philanthropist degree in Sociology, with a minor in Art, from Talladega Eunice W. Johnson. VALET PARKING AVAILABE College in Alabama. She earned her master’s degree in Social Convenient parking across from Griffin Court in the Work from Loyola University MILLENNIUM PARK GARAGE, entrance on South Columbus in Chicago. In addition, she at Monroe Street. received honorary doctorate D E S I G N E R : A R U S H I K U M A R ( B FA 2 0 1 0 ) degrees from Talladega College in 1988 and Shaw University in 1990.
  62. 62. CASE STUDY: FASHION SHOW
  63. 63. CASE STUDY: FASHION SHOW
  64. 64. CASE STUDY: END OF YEAR
  65. 65. CASE STUDY: END OF YEAR SAIC 2010 FINAL UNDERGRADUATE EXHIBITION March 27–April 9 BFAW READINGS April 2 MA/MS THESIS PRESENTATIONS April 29–May 21 GRADUATE THESIS EXHIBITION May 1–21 MFA THESIS AND BFA PERFORMANCE PRESENTATIONS May 8–9 MFA THESIS AND BFA FILM, VIDEO, NEW MEDIA, AND ARCHITECTURE, INTERIOR ARCHITECTURE, DESIGNED OBJECTS, AND FASHION GRADUATE THESIS EXHIBITION June 12–July 24 STATEMENT MFAW THESIS READINGS SOUND PRESENTATIONS May 21 SAIC FASHION 2010 May 12–14 May 7 For information on additional events, Alan and Michael Fleming (MFAs 2010), Configurations, 2008, performance. Photo: Daniel Shea. visit www.saic.edu/highlights Ad designed by SAIC student Bancha Tunthavorn (BFA 2010)
  66. 66. CASE STUDY: CONTINUING STUDIES
  67. 67. CASE STUDY: VISITING ARTIST PROGRAM
  68. 68. CASE STUDY: BAREWALLS FUNDRAISER
  69. 69. CASE STUDY: BAREWALLS
  70. 70. CASE STUDY: ACADIA
  71. 71. FOCUS 2010-11 •Identity and Web Redesign •Message •Media Placement/Institutional/Fundraising •New recruitment comm. paradigm •Metrics
  72. 72. READING SUGGESTIONS 4. STRATEGY
  73. 73. THANK YOU Sherrie Medina smedina@saic.edu 312.543.8608 4. STRATEGY

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