W HAT S TARTS H ERE C HANGES THE W ORLD The University of Texas
at Austin New Brand Strategy New University Brand Strategy Workshop
February 28, 2011
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W HAT S TARTS H ERE C HANGES THE W ORLD The Opportunity This is
our moment. There is something very special about being public in
higher education. And we have a new way of thinking about the role
of a university. - President Powers
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W HAT S TARTS H ERE C HANGES THE W ORLD Taking It To The Next
Level Elevate UTs leadership reputation through a comprehensive
brand strategy Secure state support and funding Engage alumni and
motivate contributions Retain and attract the best and the
brightest students and faculty from all over the world Foster
relationships with corporations Unify the messaging across colleges
and non-academic units with a singular vision and voice that speaks
to key audiences
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W HAT S TARTS H ERE C HANGES THE W ORLD Research Provided
Direction Enormous pride in university Perceive UT as an enduring
leader like Berkeley, Michigan Key attributes to enhance our
leadership position: Academic strength Value of education
experience Goal to be the best Position for the future Top
communications challenge: Motivation to get more involved with UT
and to actively contribute to achieve the vision
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W HAT S TARTS H ERE C HANGES THE W ORLD Development of
Marketing Materials Integrated Marketing Plan: Internal &
External Integrated Marketing Plan: Internal & External
Positioning Statement Tagline Elevator Speech Supporting Messages
Internal Roll-Out: Education & Executional Materials Internal
Roll-Out: Education & Executional Materials Communications
Planning & Execution Communications Planning & Execution
External Roll-Out: Marketing Plan: Traditional & Electronic
External Roll-Out: Marketing Plan: Traditional & Electronic
Evaluation & Tracking Evaluation & Tracking
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W HAT S TARTS H ERE C HANGES THE W ORLD Brand Strategy
Elements
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W HAT S TARTS H ERE C HANGES THE W ORLD Game Changers The UT
Target Audience Mindset Global/Diverse Embrace and Expect Change
Smart Youthful
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W HAT S TARTS H ERE C HANGES THE W ORLD The Brand Positioning
The UT Brand Positioning distinguishes it within its market by
succinctly explaining how its offerings are different and/or better
than its top competitors. A good positioning statement is
aspirational, using research to express how the institution wishes
to be perceived, as well as being true, relevant and motivating to
its key audiences. A positioning leads the strategic communication
effort, but is not used publically in the messaging.
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W HAT S TARTS H ERE C HANGES THE W ORLD The University of Texas
at Austin Positioning The University of Texas at Austin, a global
community united in creating a new vision of leadership in higher
education for the next generation of leaders, will have more impact
on changing the world than any institution of its kind. With a
depth and diversity of assets unmatched by other universities, it
drives economic, social and cultural progress as one of the world's
most powerful centers of learning, research and creativity.
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W HAT S TARTS H ERE C HANGES THE W ORLD The Supporting Messages
The Supporting Messages are the key messages that provide a reason
to believe the positioning statement and help define the brand
identity. These Supporting Messages spell out exactly what key
audiences can expect to receive from their UT experience. Each
promise must be credible, tightly focused, and compelling. The
Supporting Messages are also used by individual Colleges and
Schools to communicate their own unique qualities and
characteristics. The exact wording of the Supporting Messages are
often used in messaging.
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W HAT S TARTS H ERE C HANGES THE W ORLD The UT Supporting
Messages Leading for Change 1. The University will define what it
means to be the leading public research university in the nation by
setting a new national agenda on higher education and addressing
key issues facing the world. How can you show you are you the best?
How are you re-inventing, setting a new agenda, changing the
game?
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W HAT S TARTS H ERE C HANGES THE W ORLD The UT Supporting
Messages The University's enduring leadership and impact are
grounded in its ability to unify, collaborate and build
partnerships, internally and externally, and to instill a
commitment among alumni, faculty, students and staff to work
together to make this shared vision a reality. Engaging in a Common
Purpose 2. How are you building lifelong relationships with key
constituents? How are you working across boundaries, disciplines,
departments to solve complex problems? How are you working in a
unified way toward the common goal of being the best?
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W HAT S TARTS H ERE C HANGES THE W ORLD The UT Supporting
Messages The University's culture of innovation and its position as
the hub of the leading creative community of Austin drive a
continuous focus on new ideas and approaches to address complex
economic, social and cultural issues across Texas, the nation and
the world. Focusing on Creativity and Critical Thinking 3. How are
you approaching and solving current problems and issues in a
creative and innovative way? How are you exemplifying a spirit of
innovation in your programs, activities and outreach?
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W HAT S TARTS H ERE C HANGES THE W ORLD The UT Supporting
Messages Through its community, its creative culture, its unmatched
scope and scale, The University is having and will continue to have
a greater impact than any institution of its kind on issues, people
and events that are changing the world. Making the Greatest Impact
4. How are you improving lives around the world? How are you
advancing knowledge? How are you impacting economic growth and
prosperity?
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W HAT S TARTS H ERE C HANGES THE W ORLD The UT Brand
Personality Characteristics Personality attributes convey tone of
communications. BOLD PASSIONATE COMPETITIVE LOYAL UNIQUE
INNOVATIVE
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W HAT S TARTS H ERE C HANGES THE W ORLD The Tagline The tagline
is the public expression of the positioning statement. A tagline is
defined as a statement or motto that succinctly defines or
represents an organizations mission and encapsulates its
positioning statement. The tagline must convey a value proposition
about the institution that is distinctive, definable, and soundly
backed by research findings. The tagline must resonate with your
many (and varied) constituencies and help to achieve the goals of
the communications effort.
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W HAT S TARTS H ERE C HANGES THE W ORLD The UT Tagline What
Starts Here Changes the World