Strengthening the Auburn Brand: Coordinating Marketing Messages.

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Presentation transcript:

Strengthening the Auburn Brand: Coordinating Marketing Messages

Background and Timeline Image research study by SimpsonScarborough Brand steering committee Messaging recommendations Identify key partners for central communications: Enrollment Management Development Develop creative messaging platform – ongoing Final testing phase – current stage Implementation – Summer 2013 Brand inspiration book/ambassadors program Current Completed 2012 Complete

Branding Objectives Follow recommendations and make decisions informed by SimpsonScarborough research. Showcase Auburn’s strengths, qualities, and values in an authentic manner. Set the stage for the comprehensive campaign by showing Auburn’s impact on the state, nation, and world. Select features based on leadership and vision, which donors desire to see. Provide units joining with a flexible and simple messaging platform.

Partners: Common Branding Theme Admissions and Recruitment Development: comprehensive campaign NCAA spot and general reputation advertising Athletics Student Affairs Human Resources Alumni Affairs Office of the Provost and Colleges

Message Platform This is Auburn.

Plug in Words and Phrases Future Momentum Vision Promise Success Forever Commitment FamilyTradition Honor Prestige Value RealChoiceModernLife Smart Progress Power Home Knowledge Opportunity Pride Distinction A Perfect Match MotivationInvestment Growth Discovery

Six Messaging Chapters National Gravitas Academic Muscle Research Wow Outcomes/Return-on-Investment Family/Spirit Outreach

General Reputation Examples This is Auburn.

Integrated approach: Web story and video 11,465 views

Reach for Auburn Messages This Week at AUStudents25,000 weekly CommonsAlumni120,000 monthly Auburn HomepageAll audiences2.5 million monthly FacebookAll audiences271,482 likes TwitterAll audiences34,877 followers WireEagleAll audiences7,274 subscribers YouTube ChannelAll audiences2,343 subscribers 1.42 million views

Recruitment Examples This is Auburn.

Development Example This is Auburn.

Creating a Complementary Campaign Brand Identify a coordinated tagline for campaign. Continue to identify and promote the best of the Auburn Family – faculty, students, and alumni.

This is Auburn. auburn.edu/thisisauburn #thisisauburn