Do something We are prepared to “do something” in regard to key messages, consistent messages, coordinated messaging.

Visual ID . 2/16/2019 Do something collaborative

2,618 Q. How many universities are there in the U.S? The challenge Q. How many universities are there in the U.S? 2,618 By some count there are 6,000 post-high school opportunities in this country accredited four-year universities 2/16/2019 Do something collaborative

63 Q. How many colleges and universities are there in KANSAS? The challenge Q. How many colleges and universities are there in KANSAS? 63 according to College Board 2/16/2019 Do something collaborative

~700 How many college taglines on file? The challengers Stamats, a marketing firm maintains a database of college slogans. 2/16/2019 Do something collaborative

Valparaiso School of Law Not a challenge “Our students come to us seeking the freedom and ability to change their lives and the lives around them. And we deliver” Valparaiso Some missed the mark. School of Law 2/16/2019 Do something collaborative

Virginia Tech USC UNLV Dow Corning “Invent the future” Challenger(s) We are not seeking to invent a new slogan Dow Corning 2/16/2019 Do something collaborative

1 Key messages that For prospective students, faculty Our challenge 1 Key messages that For prospective students, faculty We want to tell KU’s story in a way that will resonate with our target audiences. A message that is authentic, inspirational and credible For stakeholders like taxpayers For legislators 2/16/2019 Do something important

2 Differentiate KU What sets KU apart How KU can help you Our challenge 2 Differentiate KU What sets KU apart We must find out what truly sets KU apart. Remember there are 6,000 choices out there. And we must tell certain audiences, how we help make their lives better. How many lives does KU help save? We need the facts to do this. How KU can help you 2/16/2019 Do something important

Our view KU is ‘Distinctive’ “KU has a distinctive sense of place that instills school pride and an excitement about learning” - DEEP Report So what differentiates KU? First, we believe KU is credibly “distinctive” We aren’t just saying it -- this quote is from a national report based in Indiana. 2/16/2019 Do something important

KU is ‘Distinctive’ Rankings Location People Traditions Our view We think the “pride points” that exist here reaffirms this position We can point to rankings, accolades, our campus, our faculty ,staff and alumni and our customs to support our distinctive quality. 2/16/2019 Do something important

We have Purpose Why we do what we do Making a difference in the world Our view We have Purpose Why we do what we do Making a difference in the world Appealing to the committed student Second, we believe KU is distinct from other institutions by virtue of our historic mission 2/16/2019 Do something important

Statements of purpose Journalism Social Welfare Our view Statements of purpose Because people need to know Because people deserve lives with dignity Because knowing the law is your best defense Because you need answers Journalism Social Welfare Legal Services for Students Here are some examples of some statements of purpose that have been generated KU Info 2/16/2019 Do something important

Do something with purpose and distinction a coordinated, consistent message we believe speaks to our key audiences, notably the best and brightest students and faculty we want to come to KU

Do Something with purpose and distinction Campaign Theme Do Something with purpose and distinction Statements of purpose Why we do what we do — appeals to prospective students and others who seek purpose in their lives Statements of distinction What we do best — appeals to prospective students and others who seek distinction, prestige and engagement in something of significance Personal Statements What I do and why – Illustrative and interactive content appeals to prospective students and others who wish to express their passions, views. (Photos, videos, short personal narrative, artwork.) 3 basic content elements… Statements of purpose. We have many already developed or ready to be polished. Statements of distinction This is the single-most frequent request we receive: where do we have centralized, up-to-date resource with all KU achievements? Personal statements: With today’s generation, us saying it means very little. They want authenticity. They want to hear from their peers and this is something we want to collect this year. 2/16/2019 Do something important

Goals Internal • Create a university-wide awareness of our purpose and points of distinction • Empower individual units to communicate their purpose and points of distinction External • Establish KU in public’s mind as a top national university with superior academic and research programs. • Engage the best and brightest prospective students The campaign goals …. The content of the campaign would engage committed students, those who are seeking purpose and distinction in their own academic journeys. These are the kinds of students we want to attract. 2/16/2019 Do something collaborative

Communicators are Here’s the bottomline-- communicators are key. You know our points of distinction. You know the accolades your units receive. You know the service your unit provides the state We need to collect this information in a central place that is accessible and useful. 2/16/2019 Do something meaningful

Online Database to collect points of distinction Login Search Statements We are now developing an online database to provide the support for our campaign. It is being modeled after two well-used online databases we’ve established -- the KU Experts Guide and the KU Calendar of Events database. It would be an online resource for all-- need to answer a query from a donor? Need to make a speech? Need some nuggets for a publication? View Statements 2/16/2019 Do something meaningful

Enter and edit points of distinction Describe Source or link Time stamp Categorize Key words Track editing As content administrators, you would login to add to or change existing content only in the area for which they have authority. This is how our current Calendar of Events database works. We have 114 calendar administrators appointed throughout the Lawrence campus who are responsible to entering their unit’s calendar information. Content administrators will enter and edit the content. We -- UC -- may also want to work with you on refining or tweaking the wording of the statements of purpose. We intend to focus-group test those statements to confirm that they are understandable to the average person, regent, legislator. 2/16/2019 Do something enlightening

Categorize by key message areas 1. Acclaimed faculty and academics 2. Pioneering research 3. Focus on health and wellness 4. Globalism and diversity emphasis 5. Alumni network and career connections 6. Dynamic campus life 7. Economic engine for state 8. Student, faculty and staff commitment categorize it by our key message areas so we can better demonstrate broadly all that KU does 2/16/2019 Do something organized

Case Study Purpose Distinction School of Social Welfare because people deserve lives with dignity • Ranked 14th in nation by US News • 30 percent growth in research funding • Faculty member on prestigious White House Council on Aging • International faculty and student exchanges • New faculty recruited from top doctoral and research universities • National accreditation for 58 consecutive years Purpose Distinction Here’s a rough approximation of how the content would work. Note that the points of distinction are given in short form -- as phrases, quick, readable bites. 2/16/2019 Do something healthy

KU Homepage Campaign Space Here is one way they can be used Initially, we would start at the KU homepage incorporate the campaign, creating a campaign space. Within this space, would rotate the schools & major units or areas, like undergraduate research, study abroad, diversity etc. 2/16/2019 Do something online

Unit Distinction Page Purpose Distinction Another possible treatment People usually come to web sites to get information on how to do something While they are there they will learn why this school exists, why it is distinctive. Purpose 2/16/2019 Do something big

We need you A key factor in the success of this project will be the way in which we as administrators communicate its merit to our units. Statements of purpose Build Points of Distinction database Assign Content Managers Assign content managers in your area to be responsible for collecting, verifying and editing statements of purpose and distinction Here’s what we need to get going on this. Soon Lynn will be asking deans to Assign a content manager. Just as we did with the calendar administrators, we will email you and ask you to identify the staff person to enter the content for your area. Hand’s-on job. Up to you and your staff which facts, etc. to enter. We will be working collaboratively with OIRP to make sure that existing relevant data is downloaded into the database. Citations -- US News -- are handled consistently, etc.. 2/16/2019 Do something original

We will all benefit Consistent key messaging Consistent web presence Pride Points and nuggets Accessible 24/7 Fresh, timely An accessible, current clearinghouse of pride points. 2/16/2019 Do something original

Do something An Integrated Campaign to establish KU as the first choice for the best and brightest Questions….