1

Building Olin’s Reputation

2

Olin & Innovation

Social Media

News

BRAN

D

What is brand? Why is it important?

2

Brand is sum total of how a person perceives a particular organization. It shapes perception to elicit engagement . Most effective messaging is: Relevant, simple, coherent, engaging and memorable.

Preconceptions

3

Brand Marketing Goals Increase awareness and engagement of Olin among targeted potential donors. Increase awareness of Olin as partner and source for innovation in engineering education among educators, business leaders, government leaders and opinion leaders. Increase application pool with more quality female and other underrepresented candidates. Activate entire Olin community in pursuing above goals.

4

Targeted Audiences , Preference, Engagement

OLI

N C

OM

MU

NIT

Y • Students • Parents

• Faculty

• Staff

• Board of

Trustees

• Presidents

Counsel

• Expo Partners

• Olin Employers

POTE

NTI

AL S

TUD

ENTS

• Young Women • High

performing students a passion for science (high math scores, robotics or science club, game developers)

• Under represented students

• Alumni • Guidance

Counselors • Students at

Partners

THE

ACAD

EMY • Progressive,

reform minded educators

• Engineering education community

• Engineering societies

• Liberal arts and business educators

• Government and regulatory leaders

POTE

NTI

AL D

ON

ORS

• Financial backers and C-leaders of firms that depend on innovation and engineering

• Entrepreneurial leaders

• Individuals who align with our mission

• High tech pioneers

• Corporations/ Foundations

• Alumni/Parents • Students/ • Parents

4

5

MARKET READY AND WE ARE READY Market Ready: long-term clarion call for change; STEM, activated business leaders

We’re Ready: Revolution on Horizon

2010 Identity Committee (10 Board, Alumni, Staff)

2011 Development Committee, Time is Now (External Focus)

2012 College of Innovation Visioning and Branding effort, Ed Bernard (27 interviews)

2012 Student DICEIO Project (est. 50 students)

2012 Visioning Project, Cabinet

2012 – 13 MACO monthly meetings (12 faculty, students, staff, alumni)

2012 - 13 Two faculty ideation and information sessions (30 faculty per meeting)

2012 – 13 Three alumni presentations; invited PAB communications committee to one

2013 May PAB Committee Brand Presentation

2 years of work involving over 100 people

6

Olin’s Brand Position and Elevator Pitch

Olin College is leading the revolution in engineering education. To solve the complex global challenges of the future and to thrive as humans, Olin College is leading the revolution in engineering education.

Olin instills passion and ignites innovation by focusing engineering students on the needs of people in the real world. This broad perspective in the hands of creative and motivated students inspires technical mastery for a purpose. Olin “engineer innovators” envision and deliver products, services and systems that transform the way people live on this planet.

As the world’s only engineering lab school with a far-reaching vision for change, Olin is shifting the paradigm for engineering education—and successfully collaborating with other educators and institutions to catalyze needed change.

7

Brand Positioning

8

We’ve got a new look and feel….

9

Brand building and conversion strategies by audience….

Brand Positioning

Awareness

Interest

Cultivate

Solicit

Donate

Brand Positioning

Awareness

Inquiry

Apply

CW Attend

Brand Positioning

Awareness

Inquiry

Visit

SI

Partnership

STUDENTS

DONORS

ED PARTNERS

10

Are you ready for the revolution? Development Marketing Campaign

10

11

BRAND POSITONING: Why a revolution? Complex technical problems/opportunities require innovation. Need teams of engineering innovators; big-picture thinkers inspired to help the world, entrepreneurial and savvy leaders, and communicators. Current educational system is failing to produce enough people with this mindset. Olin successfully addressing this challenge, has developed an approach that works elsewhere, and is ready to scale up transformation of engineering education.

12

DONOR Audiences for Revolution Current engaged prospects People who should know about us but don’t:

financial backers and C-level leaders of firms that depend on innovation and engineering

entrepreneurial leaders; individuals whose interests align with our mission whom we do not know

high-tech pioneers

Corporations/Foundations Education, innovation, STEM, STEM & girls, engineering, grand challenges

High-tech hot spots: Boston

Bay Area

Seattle

D.C.

Texas (Dallas-Austin-Houston)

New York City

Denver

NC Research Triangle

13

Conversion Funnel and Strategy

Brand Positioning

Awareness

Interest

Cultivation

Solicit

Donation

LOYALTY

Olin and case positioning complete; test

NPR sponsorship; media outreach; thought leadership events

Stories, web site; outbound online campaign; direct mail

Outbound and inbound visits; leadership involvement, events, Revolution print and video collateral

Recognition: donor reports; special donor events and access

IDENTIFY PEOPLE WHO DON’T KNOW US BUT SHOULD

INVOLVE PEOPLE WHO KNOW US One-on-one asks, print and

online appeals

14

Need to Test…. Calling on our friends to host high-level interest group sessions Targeting VCs, tech leaders (all ages), foundation leaders, biomedicine, manufacturing and IT Start inside the bubble, learn, push out Description of revolution and Olin’s role:

Does this seem pressing? What keeps you up at night?

What concerns you most: competitiveness, innovation, global challenges, education (K-12 vs. higher ed), gender balance?

What’s your take on next generation – strengths and weaknesses?

Is Olin as a solution believable?

If not, why not? If so, why so?

Groups already underway

14

15

Conversion Funnel and Strategy

Brand Positioning

Awareness

Interest

Cultivation

Solicit

Donation

LOYALTY

Olin and case positioning complete; need stories & to test

NPR sponsorship; media outreach; thought leadership events

Stories, web site; outbound online campaign; direct mail

Outbound and inbound visits; leadership involvement, events, Revolution print and video collateral

Recognition: donor reports; special donor events and access

IDENTIFY PEOPLE WHO DON’T KNOW US BUT SHOULD

INVOLVE PEOPLE WHO KNOW US One-on-one asks, print and

online appeals

16

NPR national sponsorships; > 250 spots (Stevenson gift, Olin buy, donated overrun) Daytime drive - Morning Edition, Things Considered and Weekend Edition (through May 2014) New and exciting programing - Here and Now (through May 2014) Small tech-oriented WGBH buy for local penetration Looking for opportunity for environmental marketing

MEDIA RELATIONS

Building National Awareness

Here and Now Hosts Robin Young & Jeremy Hobson

17

Conversion Funnel and Strategy

Brand Positioning

Awareness

Interest

Cultivation

Solicit

Donation

LOYALTY

Olin and case positioning complete; need stories & to test

NPR sponsorship; media outreach; thought leadership events

Stories, web site; outbound online campaign; direct mail

Outbound and inbound visits; leadership involvement, events, Revolution print and video collateral

Recognition: donor reports; special donor events and access

IDENTIFY PEOPLE WHO DON’T KNOW US BUT SHOULD

INVOLVE PEOPLE WHO KNOW US One-on-one asks, print and

online appeals

18

We’ve got the rational argument; we need to bring some emotion. People give from their heart and to people, so…..

19

Who is going to take on the world’s global challenges?

Mariko Thorbecke Build Massachusetts’ 1st Living Building; Net-zero emissions

• Ben Linder • MIT ME PhD • Design Stream Originator • $15-million USAID

developing country innovation grant

• Teaches Affordable Design, Sustainability, Design Nature

41% of 2013 NAE Grand Challenge Scholars are from Olin…..

41% Olin 59%

All Others

20

Where innovations to drive the economy coming from?

• Jeff Satwicz ’06, founded Big Belly

• Exclusive NA Agreement with Waste Management

• Now in 30 countries and 20K stations

• 50 employees

Tessel Start Up • Highland Capital gave $10K start-up

funds • Raised $114K to start company • Empowering web designers and

developers internet-connected microcontroller programmable in JavaScript that enable developers to extend the reach of the web to physical things.

‘We wanted to create a platform for building socially connected machines.’ — Tim Ryan Wired

21

How do we attract women and other underrepresented people?

“…if I’m not really that good at

math and science,” a student

might think, ”maybe I should drop

out of engineering.” This was me,

my freshman year at Olin College

of Engineering. What kept me

going was the fact that I realized

that I loved what engineering

really is: building things.” Mickell Taylor ’06 Robotics Engineer, Bluefin

22

Gaining Interest

New Web Site Lift the veil

More showing; less telling

Olin as catalyst

Hyper connected community

Increase visits, time on site, functional activities Delivery in mid-February

22

23

Conversion Funnel and Strategy

Brand Positioning

Awareness

Interest

Cultivation

Solicit

Donation

LOYALTY

Olin and case positioning complete; need stories & to test

NPR sponsorship; media outreach; thought leadership events

Stories, web site; outbound online campaign; direct mail

Outbound and inbound visits; leadership involvement, events, Revolution print and video collateral

Recognition: donor reports; special donor events and access

IDENTIFY PEOPLE WHO DON’T KNOW US BUT SHOULD

INVOLVE PEOPLE WHO KNOW US One-on-one asks, print and

online appeals

24

25

Conversion Funnel and Strategy

Brand Positioning

Awareness

Interest

Cultivation

Solicit

Donation

LOYALTY

Olin and case positioning complete; test

NPR sponsorship; media outreach; thought leadership events

Stories, web site; outbound online campaign; direct mail

Outbound and inbound visits; leadership involvement, events, Revolution print and video collateral

Recognition: donor reports; special donor events and access

IDENTIFY PEOPLE WHO DON’T KNOW US BUT SHOULD

INVOLVE PEOPLE WHO KNOW US One-on-one asks, print and

online appeals

26

What can you do to help? Give me feedback? Talk Olin up to your friends? What do you need? Bring people to the table who you think can help? Other ideas?

27

Questions?

Building Olin’s ReputationWhat is brand? Why is it important?Brand Marketing GoalsTargeted Audiences�, Preference, EngagementMARKET READY AND WE ARE READYOlin’s Brand Position and Elevator PitchBrand PositioningWe’ve got a new�look and feel….Brand building and conversion strategies by audience….Are you ready for the revolution?BRAND POSITONING: Why a revolution?DONOR Audiences for RevolutionConversion Funnel and StrategyNeed to Test….Conversion Funnel and StrategyBuilding National AwarenessConversion Funnel and StrategyWe’ve got the rational argument; we need to bring some emotion.Who is going to take on the world’s global challenges?Where innovations to drive the economy coming from? How do we attract women and other underrepresented people?Gaining Interest�Conversion Funnel and StrategySlide Number 24Conversion Funnel and StrategyWhat can you do to help?Questions?