shaping the brand: columbus state university. branding partner-- cavelle consulting group bob harty,...
Post on 14-Dec-2015
213 Views
Preview:
TRANSCRIPT
Branding Partner--Branding Partner--Cavelle Consulting GroupCavelle Consulting Group
Bob Harty, President– Started last year with a charge to:
Evaluate the University’s perception in the minds of its key stakeholders;
Align communications strategy with University’s strategic plan;
Unveil the university’s brand;
Develop a long-term marketing plan;
Conduct a communications audit of CSU outreach materials;
Provide consultation on the development of a PR office strategic plan;
Provide strategic and tactical counsel for marketing, student recruitment and branding issues.
Market ResearchMarket ResearchProcessProcess
25-30 interviews with key audiences25-30 interviews with key audiences
Focus Groups with two classes of freshmen Focus Groups with two classes of freshmen (~45 total)(~45 total)
Resulted in much larger sample size than Resulted in much larger sample size than originally plannedoriginally planned
Analysis of all communications, publications and Analysis of all communications, publications and Web siteWeb site
Cross-reference with survey results from 2008 Cross-reference with survey results from 2008 strategic planning process (2,500 participants)strategic planning process (2,500 participants)
33CSU Branding ReportCSU Branding Report
The Importance of BrandThe Importance of Brand
Competitive differentiationCompetitive differentiation– Student & faculty recruitmentStudent & faculty recruitment– Private and public fundingPrivate and public funding
What it isWhat it is– synonymous with your reputation;synonymous with your reputation;– your major differentiator in the competitive marketplace; and your major differentiator in the competitive marketplace; and – tells people who/what you are and why they should care tells people who/what you are and why they should care
What damages itWhat damages it– trying to be all things to all people;trying to be all things to all people;– promises ≠ reality;promises ≠ reality;– lack of presence among key audiences; lack of presence among key audiences; – lack of consistency in content and presentation; and lack of consistency in content and presentation; and – a profusion of sub-brands without strategic import a profusion of sub-brands without strategic import
44CSU Branding ReportCSU Branding Report
The Foundation Reason for existence, aspirations for future
The Icons Symbols experienced by the 5 senses; iconic to brand
The Features Relevant, tangible, verifiable characteristics
The Benefits The positive “end result” produced by the brand
The Reward How the brand makes users “feel”
The Value Principles, ideals
Sum of the brand’sbehavioral, emotional traits
ThePersonality
Columbus State University’s Columbus State University’s brandbrand
Brand attributes (those elements that may not be specifically mentioned in the summary statement, but are very much a part of our brand)
Academic Excellence/QualityGrowth-oriented/on the moveSuccess-orientedDiversityEngagementPartnership/community
Columbus State University’s Columbus State University’s brandbrand
Brand summary statement (the sentence that summarizes what makes us special and guides our marketing efforts)
Columbus State University provides a creative, deeply personal and relevant college experience.
Columbus State University’s Columbus State University’s brandbrand
Suggested ‘elevator speech’With nationally distinctive programs in the arts, education, business, nursing – and more – Columbus State University provides a creative, deeply personal and relevant college experience for students interested in realizing their full potential. Serving the Southeast, while attracting students from around the world, Columbus State University delivers academic and civic excellence for students who want to achieve personal and professional success in an increasingly global environment.
Columbus State University’s Columbus State University’s brandbrand
Marketing/advertising ideas for future:– Continue name recognition efforts, especially
outside of the Columbus region– Reinforce “deeply personal” and “relevant”– Reinforce quality/academic distinction– Illustrate personal involvement in both
narrative, video an photography– Attempt to capture “magical teaching
moments” throughout the University
Columbus State University’s Columbus State University’s brand:brand:
Taglines– Continue the “It’s your life….” theme, where
appropriate.– Discontinue “It’s your classroom” element in
favor of personal experiences.– Suggest not adopting a university-wide label
or tag line, pending work of the “special designation” faculty committee.
Building the CSU BrandBuilding the CSU Brand
With nationally distinctive programs in the
arts, education, business, nursing – and more
–
Columbus State University provides a
creative,
deeply personal and relevant college
experience.
Serving the Southeast, but attracting
students from around the world, Columbus
State delivers academic excellence for
students who want to realize their full
potential and find a meaningful career path.
The Foundation
Building the CSU BrandBuilding the CSU Brand
• The Clock Tower
•Cougar
•“Degrees of Success”
•“It’s your world. It’s your life. Take part
in it.”
The Icons
Building the CSU BrandBuilding the CSU Brand
•High-quality education
•Personal, relevant educational
experience
•Creative epicenter
•Diverse environment
•Charming community with
metropolitan attributes
The Features
Building the CSU BrandBuilding the CSU Brand
•Quality education, close to home
•Interaction with professors
•Many ways to get involved on a high-
level (NCAA sports, international
study, Servant Leadership,
undergraduate research)
•Strong career prep / Fortune 500
internships
•Immersion in a creative, dynamic
community
The Benefits
Building the CSU BrandBuilding the CSU Brand
•Pride
•Belonging (close to friends, family)
•Unique (not an ‘educational
corporation’)
•Accomplishment (many 1st-gen
students)
•Independence (dorms, downtown
living)
•Relevance
The Reward
Building the CSU BrandBuilding the CSU Brand
• High ethical values
•Strong creative environment
•High aspirations
•Strong student focus
The Value
Building the CSU BrandBuilding the CSU Brand
•Career preparation, enhancement
•Personal attention in diverse environment
•Creative, aspirational culture
•Community cohesiveness; metropolitan
benefits
•Strong, passionate leadership; university
on the rise
The Personality
Columbus State University provides a creative, deeply personal and relevant college experience.
The CSU BrandThe CSU Brand
Next stepsNext steps– Finalize brand positioningFinalize brand positioning– Adopt new logosAdopt new logos– Incorporate new logos, URL and brand Incorporate new logos, URL and brand
message into all new outreach materialsmessage into all new outreach materials– Create supporting content that assists entire Create supporting content that assists entire
university incorporate the revised CSU brand university incorporate the revised CSU brand into all University outreach.into all University outreach.
CSU Branding ReportCSU Branding Report 1818
top related