BPD Branding & Marketing to Potential Faculty Barbara Rittner, PhD, LCSW University at Buffalo Chair – GADE

Agenda Branding –Identifying strengths –Finding images to convey strengths Marketing –Creating a message based on strengths –Exciting people about your program –Communicating the message

Branding What’s So Great About You?

Branding –Myth Busting

Branding from Strengths Your Town: What makes it a great place to live –What are the strengths of the area What is the character of community What do people do in the community –What does it offer What are the assets of the community How does the University fit into the community –Come armed with details and links

Branding from Strengths Your Town: Buffalo’s a great place to live –Accessible & Affordable (commutes & housing costs) –Outstanding education (ranking of public schools – including Fortune’s ranking Buffalo in top 20% best public education cities) –Arts & Culture (albrightknox.org sheas.org ) –Great Outdoors (buffaloskiresorts.com) –Canada calls (if you are in a modest city – where’s the nearest big city)

Branding from Strengths Your University strengths –Develop a list of strengths Campus -What does it offer –Location – (part of the town, suburba) –Educational opportunities (educational vision of the university, scholarships) –Pool of students at University: Regional, national, international students

Branding from Strengths Your University strengths –Develop a list of strengths Campus -What does it offer –Libraries (especially social sciences) –Resources (technology, space, labs, start-up funding, collaboration across departments) –Cultural & Sports events –Food (campus dining)

Branding from Strengths Your School/College/Department strengths –Develop a list of Social Work strengths Status – free standing or department Faculty –Strengths (social, intellectual, rank within school & department) Students –Strengths (academic, short & long term professional) Rankings of the School/University

Marketing Strengths

Advertising –Create language that sells the community, university, program strengths –Be strategic where you place print ads APM/ SSWR / NASW Newsletter & consider by rank best options –Use listservs GADE/BPD/NADD to disseminate the ads (mailing is expensive and adds steps to distribute) –Have a contact person in the ad

Marketing Strengths Responding to applications –Consider a personal contact Explore if the applicant will be at APM or SSWR Use it as an opportunity to market strengths Inform about possible timelines –Remember – each contact is a chance to market your school

Marketing Strengths Interviews –At conferences invest in a suite to interview if possible –All available faculty not presenting or attending colleague session attend –30 minutes interviewing applicant –15 minutes marketing the school Even if you won’t consider – you want the applicant to want to be considered

Marketing Strengths Campus Interviews –Make sure that the person gets a welcome package including materials from a real estate agent about housing & community strengths –Schedule breaks & let people eat – use meals to sell the department or school/university –Make sure that the schedule includes exposure to “selling points” (students, libraries, sports facilities, technology labs, etc)

Marketing Strengths Campus Interviews –Be clear the colloquium format: How much time What equipment will be available Research? “Mini” teaching for class with students? Interdepartmental? “Community” practitioners?

Branding & Marketing ?