2050 challenge message
DESCRIPTION
Elements of the 2050 Challenge message at the Iowa State University College of Engineering.TRANSCRIPT
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College of Engineering
Discovery with Purpose www.engineering.iastate.edu
Eric Dieterle
Refining and Using the 2050 Challenge Message
Learn@LunchOctober 14, 2009
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The 2050 Challenge www.engineering.iastate.edu/the-2050-challenge
College of Engineering
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The 2050 Challenge www.engineering.iastate.edu/the-2050-challenge
College of Engineering
The design element in action
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The 2050 Challenge www.engineering.iastate.edu/the-2050-challenge
College of Engineering
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The 2050 Challenge www.engineering.iastate.edu/the-2050-challenge
College of Engineering
What is a brand?• Two levels:• what we say about ourselves (what do we have that adds value?)
• what others say about us (what’s it like to be at Iowa State?)
Differentiation is key
Iowa State: a great place to experience college life and explore your potential; accessible, open, friendly
College of Engineering: a place to become a solid engineer with hands-on experience; reputation for work ethic and innovation
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The 2050 Challenge www.engineering.iastate.edu/the-2050-challenge
College of Engineering
How does 2050 Challenge fit?
• Yes, it’s a marketing message …• our vision of the college’s image
• … but it’s more than that• our approach to engineering education and research
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The 2050 Challenge www.engineering.iastate.edu/the-2050-challenge
College of Engineering
Keywords of current “brand message”
Attributes Values
VisionHigh-quality studentsTechnical expertiseState-of-the-art researchLeadership
Hard workCollaborationPragmatismCommunityRelationships
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The 2050 Challenge www.engineering.iastate.edu/the-2050-challenge
College of Engineering
Using the 2050 Challenge message• Key thoughts:
• Pragmatic – Population is growing and resources are diminishing, so we need innovative solutions.• Personal – This is about the quality of people’s lives.• Relevant – Science is the basis of modern life, and
engineers put the science to work for us. • Inclusive – Everyone is affected, so everyone is invited
to participate. • Optimistic – Focus on the world we can deliver, not the
one we fear.
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The 2050 Challenge www.engineering.iastate.edu/the-2050-challenge
College of Engineering
Disparate brandmessages
Consistent brandmessages
Repetition and consistency—one cannot penetrate an audience’s attention without it. (Concept and words courtesy Patricia VandenBerg)