1. Marketing and Meaning: The ISU Brand Unbounded Possibilities Wednesday, August 10, 2011

2. Overview Office of Communications and MarketingOffice of Communications and Marketing What is a Brand? What is a Brand? Development of the Brand Messages at ISU Development of the Brand Messages at ISU So, What’s UP With That? So, What’s UP With That? Conclusions and Questions Conclusions and Questions

3. Division of Enrollment Management, Marketing, and Communications ISU Magazine, Marketing, Media Relations, Photography, University Publications, Web Services, and Video Production ISU Magazine, Marketing, Media Relations, Photography, University Publications, Web Services, and Video Production Combining EM with MKT/COM is an emerging organizational model in public higher education Combining EM with MKT/COM is an emerging organizational model in public higher education Greater and broader understanding of the importance of enrollment Greater and broader understanding of the importance of enrollment Enrollment is Goal One (Job One) Enrollment is Goal One (Job One)

4. What is a Brand? http://www.borshoff.biz/video.html

5. A “brand” is simply the essence of an organization.

6. The brand is who you serve; who you serve; what you provide; and what you provide; and how you deliver it (what is special and unique about your provision of the product, service, or need). how you deliver it (what is special and unique about your provision of the product, service, or need).

7. Our brand is who you serve – students (parents, alumni, the state, etc.) who you serve – students (parents, alumni, the state, etc.) what you provide – education (teaching, service, and research); and what you provide – education (teaching, service, and research); and how you deliver it – we deliver a quality education with an emphasis on experiential learning, community engagement, and applied research. how you deliver it – we deliver a quality education with an emphasis on experiential learning, community engagement, and applied research.

8. The brand is a statement about what makes an organization, person, or product special.

9. What makes ISU special? Experiential learning Experiential learning Community engagement Community engagement Research that matters Research that matters Challenging educational opportunities Challenging educational opportunities

10. Positioning Statement ISU (who) is the pre-eminent public institution that integrates teaching and research (what) for high-achieving, goal- oriented students who seek opportunities for personal, professional and intellectual growth on a diverse, civically engaged campus (for whom). ISU (who) is the pre-eminent public institution that integrates teaching and research (what) for high-achieving, goal- oriented students who seek opportunities for personal, professional and intellectual growth on a diverse, civically engaged campus (for whom).

11. Positioning and Brand Promise From their first day, our students are actively challenged by high-quality, experiential academic programs and are supported by personal attention from our dedicated faculty and staff who inspire students to create and apply knowledge through dynamic partnerships with the community and the world (what’s different). From their first day, our students are actively challenged by high-quality, experiential academic programs and are supported by personal attention from our dedicated faculty and staff who inspire students to create and apply knowledge through dynamic partnerships with the community and the world (what’s different). Our graduates are valued for their demonstrated knowledge and expertise, active citizenship and leadership qualities (so what). Our graduates are valued for their demonstrated knowledge and expertise, active citizenship and leadership qualities (so what). Brand promise: Indiana State University = To Be Engaged and Challenged Brand promise: Indiana State University = To Be Engaged and Challenged

12. Does It Resonate? http://www.indstate.edu/classof2014/ We were up 672 more new first-time students in the fall 2010 semester than the year before (2,707 students)We were up 672 more new first-time students in the fall 2010 semester than the year before (2,707 students) New transfers were up 3.5% (27 students) and graduate students were up 8.7% (40 students)New transfers were up 3.5% (27 students) and graduate students were up 8.7% (40 students) Headcount was 11,494 (a 9% increase)Headcount was 11,494 (a 9% increase)

13. What does this mean to your Unbounded Possibilities proposal?

14. Define what is special We transform lives – impact on first generation college students (including minority students) We transform lives – impact on first generation college students (including minority students) Social mobility Social mobility We take people places We take people places Students learn by doing from their first semesters at ISU Students learn by doing from their first semesters at ISU

17. Questions to Consider

18. Conclusions and Questions