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WHY DO WE EXIST? To Make Great Things Happen for the University of Virginia
OUR PURPOSE Elevate the Reputation of the University & Optimize Brand Equity
OUR GOAL To be the Best Communications Operation in Higher Education
Surprise & Delight Our Audience
BEING THE BEST ALSO REQUIRES EXCEPTIONAL DISCIPLINE AND COMMITMENT
Priorities
Passion
Expertise
OUR DNA:
Reception Photography
Endorse Non-
Conforming Logos
Event Promotion
Video Uploads
Livestream
News Reporting
Blast Press
Releases
Put up a Webpage
Communications
Excellence
Reputation
Scholarship
Value
Innovation
Tradition
Honor
Research
Strategic Communications
Goal
Strategy
Tactics
Channels
Measurement
AWARDS
PRIDE
SHARES Graphic Identity Adoption FACEBOOK LIKES
EARNED MEDIA TREND LINES
Viewership
MOST READ Local
Web Traffic
Tweets
National
Emulation
Benchmarks Peer Inquiries
Open Rates
Click Throughs
393 433 413 422 473 380
537 532 618
462 718
1100
0
200
400
600
800
1000
1200
American Marketing Association Higher Education Leadership Symposium
23 OF THE TOP 25 UNIVERSITIES IN THE NATION ATTENDED
Regi
stra
tion
Hist
ory
SO WHAT EXACTLY IS A
BRAND?
LET’S START BY DISPELLING SOME
MYTHS
A BRAND IS NOT A LOGO
FIRST
A BRAND IS NOT STANDARDS
SECOND
A BRAND IS NOT A PRODUCT
FINALLY
A BRAND is both expectations and emotions you experience when an institution comes to mind.
It is a gut FEELING because people are emotional, intuitive beings.
A brand creates a set of PROMISES established through a relationship with its audience.
A brand creates EXPECTATIONS about what a person will experience during interactions.
WHY BRANDING MATTERS Universities operate in an extremely COMPETITIVE environment.
We compete for students, faculty and university leadership, research grants and awards, state and federal support, and philanthropic support.
A university’s competitive position is affected by how these key
audiences perceive its ACADEMIC STRENGTH and overall
REPUTATION.
A university’s image also plays an important role in reinforcing and
building alumni PRIDE and trust in their university.
STARBUCKS BRAND LADDER
Coffee Experts
Signature Roasting
Coffee Breaks
“The Third Place”
Hot Premium Pricing
Higher Arabica Bean Content
Eco-Friendly, Fair Trade Practices
Health Insurance for p/t Employees
Music
Espresso Based Beverages
Italian Names
Unique Coffees
Displays Explaining Coffee Process
Feeling More SOPHISTICATED
Feeling INDULGENT
Feeling RESPONSIBLE EMOTIONAL
BENEFITS
FUNCTIONAL BENEFITS
TECHNICAL BENEFITS
Better TASTE (acquired)
A Special Treat, Premium QUALITY
Fair, ETHICAL
RELAXING
BRAND LADDER
Top 5 Ranking
Nationally Recognized Faculty
Superior Lifestyle/Living Experience and College Town
Beautiful Infrastructure
Tradition of Athletic
Excellence
State of the Art Facilities (Labs, Classrooms)
Public/Private Partnerships
Employers Want to Hire UVA Grads
Students with Strong SAT Scores
Research Breakthroughs Attributed to UVA Faculty
Jeffersonian Tradition
Honor Code; Self-Governance
Feel SMART and CONFIDENT ~ I made a great choice and was challenged to discover my true potential in ways that enrich my life experience.
Feel PROUD ~ Through its promise to educate leaders with purpose I am part of a University that successful individuals and organizations aspire to be connected with.
Feel CARED FOR ~ This University does so much for me and for communities in Virginia and beyond.
EMOTIONAL BENEFITS
FUNCTIONAL BENEFITS
Strong ACADEMICS
A National REPUTATION that Helps Me Succeed
Active, Engaged University
COMMUNITY
Activities that Contribute to the
Local/Global ECONOMY
Network Of UVA ALUMNI
TECHNICAL BENEFITS
FOUNDATIONAL Organizational Excellence
Leadership Role
Across Grounds Collaboration Graphic Identity & Brand Management
Media Strategy
Building Capacity; Resources
Surprise & Delight
NEAR TERM PRIORITIES
Enhance Reputation
Optimize Brand Equity
Student Experience
Discovery & Innovation
Curiosity-Driven Research
Rich History Recruitment of Distinguished Faculty
Refined Student Recruiting
Value Proposition
STRATEGIC
Portions of this presentation were adapted from Neutron LLC in partnership with New Riders Publishing, Boston Consulting Group and the American Institute of Graphic Arts