leveraging alumni in the branding process - case v alumni in the branding process stephanie judge...

Leveraging alumni in the branding process

Stephanie Judge cripe Butler university

Butler brand launch

Butler University launched a

new brand in the spring of 2015.

feels like this

It’s basic

(a cute mascot and a little luck will help, too)

Involve alumni in the process.

Listen.

Alumni Involvement from a - z

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Brand Research

Process Updates

Concept Testing

Rollout + Launch

Stories + Profiles

Deployment

Brand research

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Brand Research

Surveyed alumni, along with prospects, students, faculty, staff • Which statements best describe Butler

today? • Which statements best describe what

Butler should emphasize or continue to emphasize in the future?

• Which words and phrases best describe Butler’s culture and personality?

Sample size: 982/8258, 12% RR, online survey

Concept testing

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Concept Testing + Process Updates throughout the entire cycle

• Discussions and feedback from alumni

boards and local chapter—throughout the process

• Alumni focus groups: brand concept, messaging, and visual identity

Alumni Board, Young Alumni Board, Central Indiana Alumni Chapter

visual identity

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“Whatever you do, don’t change the bulldog.”

visual identity - LEGACY

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visual identity – under development

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(student preference) (alumni preference)

visual identity

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“Can’t you just blend the two?”

visual identity - new

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Brand rollout

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• Pre-rollout to Alumni Board, Young Alumni Board, Central Indiana Alumni Chapter (sneak preview, final feedback, gut check)

• Alumni + campus launch party (co-hosted by BU Student Foundation)

• Thank you postcard magnets at events • Alumni communications • Social media • Digital downloads

Rollout and Launch

Content source

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Profiles/stories

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deployment

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It’s theirs

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You are a steward of the brand but it belongs to them. Authenticity rules. Be true to your essence. Be mindful of heritage while you’re evolving. Go slowly and carefully. Open the process. Keep them apprised and involved from the start, throughout, and ongoing.

without alumni, there is no brand.

Give + take

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LISTEN. Use their feedback. If it doesn’t resonate, keep working. Not all opinions are created equal. You can’t please everyone. Be mindful not to water it down too much. Leave your ego at the door but not your marketing expertise. It’s your job to balance feedback with strategy.

balance.

Wash, rinse & repeat

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P.S. The same goes for

faculty and students.

Contact

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Stephanie Judge Cripe

Director of Marketing Strategy

sjudge@butler.edu

(317) 940-9886