Branding Today’s presentation 1. 2. 3. 4. 5. 6. Project overview Branding committee What is a brand? Process Recommendations Questions/Comments Why now? • Ever-increasing competition • Changes with System; future flexibilities? • Explosion of social media • Web is now our front door • Seven years since our last review Assumptions • No additional budget support • Review needs to be comprehensive • Scale of work is up to the committee • Implement in fall 2012 • Phase it in as quickly as possible – but departments should use printed supplies first Committee members At-Large members: Brad Quarberg, University Communications, Chair Scott Dickmeyer, Communication Studies Sanja Dojcinovic, Creative Services Joshua Rybaski, Admissions Natalie Solverson, Admissions/Provost Office Maren Walz, Web and Interactive Communications Governance Group members Academic Staff Council: Patrick Barlow, CATL Francie Biesanz, Counseling and Testing Cariann Mathwig Ramseier, Academic Technology Services Larry Ringgenberg, University Centers Classified Staff Advisory Council: Susan Butterfield, Chancellors’ Office (Replaced by Ann Beaver, Human Resources, following Susan’s retirement 05/11) Tom Fell, Physical Plant Don Hill, Student Health Center Tracey Simpson, Human Resources (resigned 10/11) Faculty Senate: Sandy Koster John Ready Rob Wolf Student Senate: Chassitti Clark Sonia Cruz Kayla Lenz Hoang Vo Jennifer (Brion) Weber, Alternate Ex-Officio Members: Florence Aliesch, Creative Services Kjerstin Lang, News and Marketing Sue Lee, News and Marketing Greg Reichert, University Advancement Mandy Wagner, University Communications (Replaced by Pa Moua-Yang following Mandy’s resignation 9/11) Arla Wojahn, Web and Integrated Communications (Retired 5/11) Lynn Holzworth, Web and Integrated Communications (Beginning 10/11) Adrianne Olson, Web and Integrated Communications (Beginning 10/11-7/12) Faculty consultants: Ryan White, Marketing Gwen Achenreiner, Marketing Guiding principles/etiquette • The Branding Committee will preserve and uphold UW-L’s core mission and keep students its top priority. • Committee members will be expected to attend meetings at their scheduled start time. Committee work will not be reviewed once a meeting is started for tardy members. • Committee members will value and respect all participants and perspectives, and exercise civility and integrity. • Committee members will be expected to keep current with committee readings, assignments, etc., prior to a scheduled meeting. • Committee members will be expected to keep their constituent group(s) up to date of committee work. • After two unexcused absences, the committee chair will ask the respective governance group to find a replacement. • Committee meetings will have an agenda with a scheduled time frame, which will typically be one hour. Sister institution brands University of Wisconsin-Eau Claire Excellence. Our measure, our motto, our goal. University of Wisconsin-Oshkosh Where excellence and opportunity meet. University of Wisconsin-Stout (Wisconsin’s Polytechnic University) Inspiring innovation… University of Wisconsin-Green Bay Connecting learning to life. University of Wisconsin-Superior Wisconsin’s leading public liberal arts college. University of Wisconsin-Milwaukee Powerful ideas. Proven results. What is a brand? A brand is a valued and differentiating promise that a college, university or school makes to its most important audiences to meet a need or fulfill an expectation. — Building Brand Momentum by Robert Sevier Every organization has a brand, whether they like it or not, whether they realize it or not, whether or not they have an expensive ad campaign or a new logo. — Christina Pattyn, Vice President, Marketing, Pangborn Design Ltd. What constitutes brand identity? • Name • Mission • Logo • Strengths • School colors • History • Campus icons • Emotion • Reputation • Campus culture • Core values • Interactive • Institutional messages (two-way communication is important) — Branding University of Missouri, University Affairs 2009 Strong brands attract: • Talented administrators, faculty/staff and students • More media attention • More research dollars • Strategic partners including foundations and organizations supplying internships • Greater alumni support • More positive word-of-mouth • Greater loyalty internally along with external stakeholders as alumni and donors Stronger brands require fewer direct marketing expenditures. — Building Brand Momentum by Robert Sevier A comprehensive brand perception analysis • Current students • Community members • Business owners • Alumni/donors • Parents • Faculty • Staff • Perspective students • High school counselors • Grad students and those taking Con Ed classes Fall survey results With regard to the associations each group holds for the University of Wisconsin La Crosse … • the quality and value of the academics • the surrounding natural beauty • the hometown feel and local community … ranked as the top three responses across all 10 groups. Spring survey results At the end spring 2012 semester, students in two of Ryan White’s classes (MKTG 365 Advertising & Promotions) studied the results from the fall perception analysis and developed an integrated marketing plan for each group. Some of the ideas: • (Parents) actively engage parents to develop awareness of campus community. • (Business Owners) target business owners in getting community partnerships. • (Faculty/staff) look at addressing a more hometown feel in building community. Focus Group • Held in mid-July at a neutral site, conducted by an independent consultant. • The three focus groups included: Faculty/staff/alumni Current students Business leaders Potential taglines • Surround yourself with [distinction*.] [champions.] [biologists.] Surround yourself with La Crosse. *this word would be changed with a particular program, event, etc. • Eagles soar. • Educate the whole you. Branding committee recommendation Surround yourself with UW-La Crosse. This can be modified for different disciplines, groups, etc. Some examples: • Surround yourself with great theatre. Surround yourself with UW-La Crosse. • Surround yourself with family. Surround yourself with UW-La Crosse. • Surround yourself with scholars. Surround yourself with UW-La Crosse. UW-L Seal remains the same Existing wordmark Proposed wordmark Existing logo T G & TES GE TH EAL IN G SELIN LE UN COL TI OL O F EDUCA CO SC HO ON Proposed logo O F S CIE N C E & H Implementation Following presentation to governance groups and the general campus community at open forums, here are some of the initial strategies to implement branding … • Release of a new university branding toolkit, an online resource that will be an extensive userfriendly guide to all branding aspects of the university. • Meet with departments/areas that spend money reaching external groups, such as Admissions, Continuing Education and Extension, Athletics. • Create awareness and excitement of the new branding initiative with the unveiling of an updated wordmark, letterhead and other university imagery. • Provide department/units with ideas of when and how to use branding materials, tagline, etc. • Create an ‘elevator speech’ that can be shared with the campus community that reinforces the university brand. • Integrate into existing marketing efforts as soon as possible. Departments will be encouraged to utilize existing stock of printed materials before switching over to newly designed materials.