penn athletics deepening the connection case study
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DEEPENING THECONNECTION TO ATHLETICS
Case StudyBranding America’s Oldest University
© Teamup 2016
building high performance brands
2006 UNIVERSITY-WIDE REBRAND ’THE FORWARD LOOKING IVY’ PENN ATHLETICS BRAND IMAGE INTERNAL ALIGNMENT
FRED POPP Columbia Business School MBA 1990 Harvard Business School Executive Education 1996 Led rebrand of Penn Athletics and Dartmouth Athletics 2006
SHARLENE SONES University of Pennsylvania MS Organizational Dynamics 2006 University of Pennsylvania Director of Marketing, Business Services 03-06University of Pennsylvania rebrand 2006, brand consultant 06-present
BACKGROUND
© 2017 All Rights Reserved
high performance branding
How we operationalize brands
evaluate ideate activateplatform
journeys
ecosystem
alignment
alumni
athletes
experience
fans
visual identity
voice & tone
portfolio management
contextual design
synthesise
positioning
values/guiding principles
purpose attributes
building high performance brands © 2017 All Rights Reserved
building high performance brands
Advancing the major goals of the athletic department, by:
ALIGNING TO A SINGLE PURPOSE
EMPHASIZING A VALUES-BASED BRAND
MOVING FROM TRANSACTIONAL TO EMOTIONAL
ENROLLING STAKEHOLDERS IN THE STORY
SOCIALIZING ACROSS THE UNIVERSITY
CREATING ALIGNMENT AND ACTION AND ACTION
MAJOR OUTCOMES
© 2017 All Rights Reserved
building high performance brands
ALIGN TO A SINGLE PURPOSE
WHAT WE DO...
HOW WE DO IT...
WHY WE DO WHAT WE DO...We develop people who are uniquely prepared to exceed at life.
© 2017 All Rights Reserved
building high performance brands
CHARACTER FIRST
AIMING BIG
COMMUNITY MATTERS
HUMILITY
ENJOYMENT
A VALUES BASED BRAND
© 2017 All Rights Reserved
building high performance brands
372 0 1 6 P E N N AT H L E T I C SB R A N D S TA N D A R D S G U I D E
Graphic Divider
The Graphic Divider may be used to separate graphic elements such as players in a composition to provide depth to the layout. Below are additional applications of the Graphic Divider, shown here in single-color applications of the primary color palette.
MOVING FROM TRANSACTIONAL TO EMOTIONAL
© 2017 All Rights Reserved
building high performance brands
Throughout the event, participants could provide near to real time updates of their experience by synchronizing their app directly from their phone.
CUSTOMER JOURNEY MAP Project My PENN Athletics Experience Perspective Football 1 Participant Roger Reina Generated on 2015/11/22
-0.24AVERAGE EMOTION
Roger Reina
AGE 53 GENDER
PARTICIPANT’S JOURNEY OVERVIEW
29TOUCHPOINTS
..............................................................27.59%
..............................................................17.24%
..............................................................13.79%
..............................................................34.48%
..............................................................6.9%
Very negative
Negative
Neutral
Positive
Very positive
TOUCHPOINTS DISTRIBUTION
CU
ST
OM
ER
JO
UR
NE
Y
2015/11/07 — 14:06
Boat house
Boathouse Row is a great entryway to
Penn. It feels on brand.
2015/11/07 — 17:32
Off brand
Off brand
2015/11/07 — 17:41
Walkway near stadium
No athletics signage on walk down
campus
2015/11/07 — 18:03
Festive view up campus
2015/11/07 — 18:04
No way finding
No signage to stadium
2015/11/07 — 18:05
I hate the toast
This is the brand presented. Terrible.
Embarrassing
2015/11/07 — 18:05
I hate the toast
This is the brand presented. Terrible.
Embarrassing
2015/11/07 — 18:09
Entrance to Franklin Field
No brand, uninspiring, crowded, Ticket
Office hard to get to. Overall, really bush
league presentation
2015/11/07 — 18:14
First impression
2015/11/07 — 18:17
Headman and Outland
Trophies
Way cool to have. Way underutilized and
weakly displayed. Doubt many fans know
about them at all. Or that they are on
display
2015/11/07 — 18:17
Headman and Outland
Trophies
Way cool to have. Way underutilized and
weakly displayed. Doubt many fans know
about them at all. Or that they are on
display
2015/11/07 — 18:20
Fun idea
2015/11/07 — 18:22
Merch tent
Much off brand. Decent presentation
2015/11/07 — 18:25
Fan shot
2015/11/07 — 18:45
unorganized championship
class recognition
Poor set up and presentation. Sound
system sucks, fans don't know who is on
the field or why
2015/11/07 — 19:40
1/2 time recognition
Championship teams, all Americans and
NCAA qualifiers recogniEd
2015/11/07 — 19:42
This is the view walking out
of FF
2015/11/07 — 19:45
Ivy Champion Gymnast
coming off field with her
ring
2015/11/07 — 20:18
Table of crap
WTF?
2015/11/07 — 20:19
Training taping tables
2015/11/07 — 20:22
Mixed marks
2015/11/07 — 20:30
Name of Field
2015/11/07 — 20:34
Toast throwing
2015/11/07 — 20:34
Toast throwing
2015/11/07 — 20:37
Concessions
2015/11/07 — 20:38
Merch
2015/11/07 — 20:39
Fans
2015/11/07 — 20:46
Fans
2015/11/07 — 20:46
Fans
EX
PE
RIE
NC
E
-2.0
-1.0
0.0
1.0
2.0
LO
CA
TIO
NS
AT
TA
CH
ME
NT
ST
AG
SC
OM
ME
NT
S
5
ENROLLING STAKEHOLDERS IN THE STORY
Throughout the event, participants could provide near to real tim updates of their experience by synchronizing their app directly from their phone.
“We have to walk up the back of the activation area to get to the stadium, that’s a bit messy”
“Wow, cool to be in the stadium, it looks amazing.What a buzz”
“That’s cool the app gives me directions to get to the Express Pickup point”
“Ouch card knocked back,how am I going to paynow? Wonder if I can paywhen I pick it up?”
“Bloody hell, I still have to stand in abloody queue and wait for it to be made. It’s just a QR code with my order info that’s all. Disappointingand annoying”
“We have to walk up the back of “We have to walk up the back of
Throughout the event, participants could provide near to real time updates of their experience by synchronizing their app directly from their phone.
CUSTOMER JOURNEY MAP Project My PENN Athletics Experience Perspective Football 1 Participant Roger Reina Generated on 2015/11/22
-0.24AVERAGE EMOTION
Roger Reina
AGE 53 GENDER
PARTICIPANT’S JOURNEY OVERVIEW
29TOUCHPOINTS
..............................................................27.59%
..............................................................17.24%
..............................................................13.79%
..............................................................34.48%
..............................................................6.9%
Very negative
Negative
Neutral
Positive
Very positive
TOUCHPOINTS DISTRIBUTION
CU
ST
OM
ER
JO
UR
NE
Y
2015/11/07 — 14:06
Boat house
Boathouse Row is a great entryway to
Penn. It feels on brand.
2015/11/07 — 17:32
Off brand
Off brand
2015/11/07 — 17:41
Walkway near stadium
No athletics signage on walk down
campus
2015/11/07 — 18:03
Festive view up campus
2015/11/07 — 18:04
No way finding
No signage to stadium
2015/11/07 — 18:05
I hate the toast
This is the brand presented. Terrible.
Embarrassing
2015/11/07 — 18:05
I hate the toast
This is the brand presented. Terrible.
Embarrassing
2015/11/07 — 18:09
Entrance to Franklin Field
No brand, uninspiring, crowded, Ticket
Office hard to get to. Overall, really bush
league presentation
2015/11/07 — 18:14
First impression
2015/11/07 — 18:17
Headman and Outland
Trophies
Way cool to have. Way underutilized and
weakly displayed. Doubt many fans know
about them at all. Or that they are on
display
2015/11/07 — 18:17
Headman and Outland
Trophies
Way cool to have. Way underutilized and
weakly displayed. Doubt many fans know
about them at all. Or that they are on
display
2015/11/07 — 18:20
Fun idea
2015/11/07 — 18:22
Merch tent
Much off brand. Decent presentation
2015/11/07 — 18:25
Fan shot
2015/11/07 — 18:45
unorganized championship
class recognition
Poor set up and presentation. Sound
system sucks, fans don't know who is on
the field or why
2015/11/07 — 19:40
1/2 time recognition
Championship teams, all Americans and
NCAA qualifiers recogniEd
2015/11/07 — 19:42
This is the view walking out
of FF
2015/11/07 — 19:45
Ivy Champion Gymnast
coming off field with her
ring
2015/11/07 — 20:18
Table of crap
WTF?
2015/11/07 — 20:19
Training taping tables
2015/11/07 — 20:22
Mixed marks
2015/11/07 — 20:30
Name of Field
2015/11/07 — 20:34
Toast throwing
2015/11/07 — 20:34
Toast throwing
2015/11/07 — 20:37
Concessions
2015/11/07 — 20:38
Merch
2015/11/07 — 20:39
Fans
2015/11/07 — 20:46
Fans
2015/11/07 — 20:46
Fans
EX
PE
RIE
NC
E
-2.0
-1.0
0.0
1.0
2.0
LO
CA
TIO
NS
AT
TA
CH
ME
NT
ST
AG
SC
OM
ME
NT
S
5
PENN ATHLETICS PERFORMANCE INDEX
CUSTOMER JOURNEY
2WORKSHOPS
24BRAND SURVEYS
4
INDEXBUZZ
IMPRESSION
QUALITY
VALUE
REPUTATION
SATISFACTION
ATTENTION
BRAND AWARENESS
AD AWARENESS
ADVOCACY
COMMUNITY
STAFF
ATHLETES
ALUMNI1
2
4
5
6
7
8
11
10
12
13
14
15
16
BASELINEMETRICS
3 ATTENTION
9
BRAND HEALTH BRAND SENTIMENT BRAND INVESTMENT FUNNEL
3
© 2017 All Rights Reserved
building high performance brands
PENN ATHLETICS PERFORMANCE INDEX
CUSTOMER JOURNEY
2WORKSHOPS
24BRAND SURVEYS
4
INDEXBUZZ
IMPRESSION
QUALITY
VALUE
REPUTATION
SATISFACTION
ATTENTION
BRAND AWARENESS
AD AWARENESS
ADVOCACY
COMMUNITY
STAFF
ATHLETES
ALUMNI1
2
4
5
6
7
8
11
10
12
13
14
15
16
BASELINEMETRICS
3 ATTENTION
9
BRAND HEALTH BRAND SENTIMENT BRAND INVESTMENT FUNNEL
3
© 2017 All Rights Reserved
building high performance brands
ALIGNMENT AND ACTION
STUDENT DEVELOPMENT
COMMUNITY MATTERSAIMING BIG
ENJOYMENT
CHARACTER FIRST
HUMILITY
SERVICEYoung QuakersCollege ChampionsOther Initiatives (FOJ, Girls on the run, Beat the Streets Philly)
LEADERSHIPPenn Athletics Wharton Leadership AcademySAACSDAT
ACADEMICSSAAAP (Study Hall/TutoringLearning & Development
CAREER DEVELOPMENTAthlete Mentoring ProgramCorporate Info SessionsInternU
PERSONAL DEVELOPMENTMental Health/WellnessEducational Programs - Sexual Assault - AOD - Hazing
© 2017 All Rights Reserved
building high performance brands
THE CHAMPIONS' CENTER
PERSONAL DEVELOPMENT
CAREERDEVELOPMENT
EDUCATIONALPROGRAMS
LEADERSHIP
ACADEMICS SERVICE
YOUNGQUAKERS
STUDENT-ATHLETEACADEMIC
ACHIEVEMENTPROGRAM(SAAAP)
PENN ATHLETICSWHARTON
LEADERSHIPACADEMY
STUDENT-ATHLETEADVISORY COUNCIL
(SAAC)
STUDENTDEVELOPMENT
ADVISORY TEAM(SDAT)
LIFE SKILLSDEVELOPMENT &
TRAINING
CHARACTERDEVELOPMENT
CAPS
COLLAGECHAMPIONS
OTHERINITIATIVES
ATHLETEMENTOR
PROGRAM
CORPORATEINFORMATION
SESSIONS
INTRENUALCOHOL &OTHER DRUGS
SEXUALASSAULT
HAZING
TUTORING
STUDY HALL
ENHANCING THE LIVES OF ATHLETIC SCHOLARS.
© 2017 All Rights Reserved
M E S S A G I N G
62 0 1 6 P E N N AT H L E T I C SB R A N D S TA N D A R D S G U I D E 2 0 1 6 P E N N AT H L E T I C S 6B R A N D S TA N D A R D S G U I D E
O U R R E A S O N F O R B E I N G
WHAT WE DO... PENN Athletics is committed to maximizing the full physical and mental potential of our scholar-athletes as well as the social and emotional w-ng of the whole person.
HOW WE DO IT... By supporting and nourishing the drive to take one’s talents to the highest level of performance; celebrating the fortitude needed to attain the highest of goals.
WHY WE DO WHAT WE DO... We develop people who are uniquely prepared to exceed at life.
132 0 1 6 P E N N AT H L E T I C SB R A N D S TA N D A R D S G U I D E 2 0 1 6 P E N N AT H L E T I C S 13B R A N D S TA N D A R D S G U I D E
ENGAGINGOpen, Friendly, Inviting,
and Approachable
INSPIRINGHopeful, Enriching, Innovative
and Sensational
SINCERETrustworthy, Genuine, Major and Honorable
THOUGHTFULConsiderate, Attentive, Profound
and Intelligent
T O N E O F V O I C E
182 0 1 6 P E N N AT H L E T I C SB R A N D S TA N D A R D S G U I D E
Brand Identity / Split “P” Mark
NOTE: GOLD SHIELD is for premium application only and requires approval in advance.
352 0 1 6 P E N N AT H L E T I C SB R A N D S TA N D A R D S G U I D E
CHAMPION YOUR LIFE
CHAMPION YOUR LIFEP E N N A T H L E T I C S
CHAMPION YOUR LIFEP E N N A T H L E T I C S
CHAMPION YOUR LIFEP E N N A T H L E T I C S
Graphic Divider
On busy or distracting backgrounds, or in the presence of campaign messaging, use the graphic divider to isolate and promote the logo.
472 0 1 6 P E N N AT H L E T I C SB R A N D S TA N D A R D S G U I D E
Champion your life campaign imagery
T H A N K Y O U
PENN Athletics now has it’s own unique, defensible and authentic story. It provides the context for the value of PENN Athletics to the broader University community.
Consequently, they’ve united their division,scholars and staff in an understandingof the PENN brand, bringing everyone together within a common sense of purpose.
PENN’s Story
building high performance © 2016 All Rights Reserved
"The Teamup group was inspiring to work with, and meticulous in the way they researched the PENN brand, thoughtfully involving various constituents throughout the process." Dr. Grace Calhoun, Director of Athletics and Recreation.
"This work becomes a way to showcase that belief in a deeply human and relevant way. There isn’t a more fitting story to wrap the PENN brand around than one that explores the motivations that fuel the will to win."Roger Reina Senior Associate Athletic Director, External Affairs
teamup Consulting Limitedwww.teamupco.com
Fred Popp Sharlene SonesLONDON BOSTON+44 (0)7889-718179 +1 (386) 846-8621fredpopp@teamupco.com ssones@teamupco.com
With over 20 years of experience, teamup ispart of the sports branding conversationeverywhere it’s happening. Across the world,our clients are evolving their businesses, placing the fan at the core of all they do.
Ask any one of the hundreds of clients we’veimpacted by winning customers, transformingorganisations, and achieving best-in-class.What challenges face your organisation?
WE BUILD HIGH PERFORMANCE BRANDS
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