UC Berkeley Brand Stewardship Claire Holmes AVC, Communications & Public Affairs June 14, 2012

We are the envy of many… – The World’s Number One Public University – 22 faculty won Nobel prizes – 25 alumni won Nobel prizes

A brand for life!

We are changing lives everyday

How is our brand doing?

PerceptionReality

Organizational Factors Due to Berkeley’s decentralized nature, the same person can be contacted multiple times with non- aligned messages

The whole is greater than… All messaging working towards one unified goal

The journey begins Discover – What do we / others feel about Berkeley? Why? How deeply? Define – What will stay constant as all else changes? What is our essence? Express – How can we put our best foot forward? All together?

Phase I: Discover Perception study conducted in Aug-Nov 2011 Results shared with multiple stakeholder groups across campus Successful socialization – good response to findings & unified commitment to continue the messaging effort

Highest quality faculty “UC Berkeley makes important far- reaching discoveries and economic contributions.” Faculty deeply involved in their fields Good value - education & experiences Exceptional quality education in every way

Down to earth SECONDARY MESSAGING THEMES “Socially conscious – doing what is right for the right reasons!” Free thinking Open and tolerant of different points of view Chaotic Quirky

13 “I worry that the budget cuts have stretched Berkeley too far – that they are causing a decline in the quality of education and research at Berkeley. My impressions are from the news, not from knowing first-hand.” INDUSTRY PERCEPTIONS OF BERKELEY

14 “The public nature of Berkeley is what sets it apart. There is something very special about Berkeley because it has high academic standards and great faculty. The problem right now is the CA state and its damage to the UC system in general.” COMPETITIVE PERCEPTIONS OF BERKELEY

Phase II: Define Extending the perception study into a strategic positioning strategy for the university – April-July 2012 Outcome - Clarity on the broader university messages along with specific linkages to the component schools

Phase III - Express Creative messaging toolkit with guidelines for use across the university – July - September 2012 Specific recommendations across all media - print, web, mobile, video

Overall Objective The goal is one consistent, compelling story. Consistency is built through the deliberate coordination of communications elements. These elements define what we say and how we say it.

Rollout Implementation should begin in the fall. The rollout will include training sessions, tool orientation, and plenty of guidance on the new communication and creative direction. It will blend inspiration and education.

Sample resources and support Creative resources — WebDAM photo sharing site (beta in progress) Templates — design templates for the web and other media

Benefits Sharing our story Using our logo correctly Knowing the right message to lead with Determining how communications change to fit the audience or to accommodate specific needs Selecting photos and graphic elements Crafting headlines and copy that are on-brand

The biggest benefit

Go Bears!