Learning.Leading. University of Houston Phase III Image Advertising Campaign

Learning.Leading. Agenda I.Campaign Background/Objective II.Campaign Strategy III.Creative Review a.Phase I b.Phase II IV.Accomplishments/Weaknesses V.Evolution Directives VI.Phase III Campaign Recommendation

Learning.Leading. Campaign Background u Five-year, $5 million image campaign Key Objectives u Increase awareness of UH among key constituents u Build a positive image for the UH by focusing on key achievements/strengths u Help UH achieve its vision to become a pre-eminent 21 st century metropolitan university

Learning.Leading. Media Targets Broad constituency who possess the power to impact the success of the University of Houston  Senior Executives  Community leaders  HR managers/executives  UH faculty/staff  Alumni  Students

Learning.Leading. Communication Prerequisites Create common communications language l Agree to the essentials …the essence of the brand Create a language for “ambassadors” to persuade “outsiders” l “Ambassadors” = faculty, staff, and students l “Outsiders” = alumni, key decision-makers, local and state leaders, and community members Make “outsiders” as aware of UH’s strengths as “insiders”

Learning.Leading. A Three Phased Campaign Approach Get Credit for Who You Are Faculty Programs Illustrate Your Influence Show how who you are makes a difference to the larger community Phase 1Phase 2Phase 3

The Key Is Connecting UH to Houston And Emphasizing Their Mutually Beneficial Relationship Communication Strategy Develop a Bridge that Makes Education Relevant to the Community Learning.Leading.

Selling Strategy Business Leaders, Power Brokers, and Policy Makers Conceptual Target: To Be Known for Making Smart Decisions that Benefit Houston and the Gulf Coast Region Core Desire: Role of The Brand: Offers a Legacy of Prominent Faculty, High quality Education Programs, and a Proven Track Record Compelling Truth: UH Offers the World-Class Resources Necessary to Stimulate Growth in Houston and in Texas Selling Idea: Creating and Bringing World-Class Knowledge for Houston and Texas

CREATIVE REVIEW Phase I and II Learning.Leading.

Tracking Research, Background and Objectives u UH running ad campaign since early 2000 u Measured awareness levels in 2000, 2001, 2002 u Assess differences within target segments u Review campaign impact on UH image u Evaluate progress vs. other Texas Universities

Learning.Leading. 3 Year Tracking Study Highlights u Top of mind Brand awareness has experienced gains among all target groups except community leaders which increased in 2001 but slid in 2002 u Total unaided Brand awareness shows gains among all target groups u Both unaided and total advertising awareness show gains among all target groups except alumni and community leaders which increased in 2001 but slid in 2002 u Recall of the “Learning.Leading.” message nearly doubled to 23% since 2001

Learning.Leading. 3 Year Tracking Study Highlights u UH Main Campus image is comparable to other top Texas Universities in the areas of: 1)Providing quality employees to the Houston Business Community 2)Contributions to the Houston Community 3)Importance to the Houston Economy 4)Source of Community Leaders u Image attributes which focused on quality of education, faculty and academic programs experienced a drop off after a substantial increase in 2001 u Among the major Texas Universities UH Brand awareness is now #1 for most audiences, trailing only UT among community leaders

Learning.Leading. Top of Mind Brand Awareness 2002, 2001, 2000

Learning.Leading. Total Unaided Brand Awareness Texas Universities 2000 vs. 2002

Learning.Leading. Total Advertising Awareness

Learning.Leading. UH Image Ratings Life of Campaign Top 3 box Ratings*

Learning.Leading. Phase III Campaign Directives u Maintain strategy but reinvigorate campaign with new “look/feel” u Continue with core theme of “Learning.Leading.” plus the Cougar icon u Focus on reinforcing quality of education message…UH is a world class university, provides stellar education, strong curriculum u Tighten integration of all communication efforts to avoid confusion among all target groups u Integrate targeted direct mail campaigns to key audiences such as community leaders and HR managers u Stay with a broad set of media to meet diverse audience needs

Learning.Leading. Phase III Strategic Thrust At the University of Houston, the extraordinary is commonplace  Extraordinary faculty  Extraordinary students  Extraordinary programs Proof points:  Outstanding students  Outstanding faculty

Learning.Leading. Recommendation