1. Branding: The Bigger Picture Presentation to The Communicators Forum February 19, 2004

2. Charge from above: Differentiate the U from its competition by highlighting our unique characteristics and strengths Enhance the U’s reputation, particularly in the Midwest region Build pride for the U with internal and external audiences

3. 730+ days later… Athletic PSA Print ads :30 second radio PSA Airport wall wrap Web banner ads :60 second radio ads Bus shelter ads Billboards

8. UMAA 100th anniversary public service announcement

9. Lessons learned It’s important to distinguish between marketing and branding The process is as valuable as the product We can’t lose sight of the forest through the trees The sum of the parts is all we’ve got

10. Marketing vs. Branding Marketing is about “planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create satisfactory exchanges.” Branding is not about getting your target market to choose you over the competition, but it is about getting your key audiences to see you as the only one that provides a solution to their problem.

11. What is a brand? The sum total of characteristics expectations emotions that surround a product, service or place. Not unlike a personality…

12. What is branding? Based on the concept of singularity; create in the mind of your audience the perception that there is no product quite like your product Does not have universal appeal Less is more Must have a long-term focus

13. Process vs. Product Process is different in higher education –So many leaders, so little coordination –Resistance to “commercialization of U” –No unified agreement of our brand Process is a chance to educate others about the value of branding and the value of our work as communicators

14. Forest vs. Trees Taglines will come and go but a brand is forever… Effective branding takes time and consistency, both of which are within your control Baby steps are still steps

15. Whole = Sum of Parts "A brand is a living entity - and it is enriched or undermined cumulatively over time, the product of a thousand small gestures" -- Michael Eisner, CEO Disney

16. What Comes Next? Think about branding for your own unit: –Who do we want to be? What solution are we providing? –What elements allow us to provide that solution? –What solutions are our competition offering? –Who are the target audiences that matter most? –What is our target geography?

17. What Comes Next? Be an ambassador for branding; talk about the benefits of a well-branded organization: –Messages that cut through the clutter –An ability to charge more for your services –An ability to attract and retain better faculty –Higher retention rates –A higher level of alumni satisfaction, which translates into alumni participation –Greater success raising money

18. What Comes Next? Keep the bigger picture in mind –Use current template to tell your story –Leverage current brand awareness –Stay in touch with your peers, both inside and outside the U

20. Discussion/Q&A