WRIGHT STATE UNIVERSITY
BRAND DEVELOPMENT
STEPHEN GABBARD
Lecturer and Associate Brand
Manager, Wright State University
FACULTY SENATE |
FEB. 22, 2016
“Named for the Wright Brothers,
designed for the World”
- DAVID HOPKINS, PRESIDENT, WSU
“Your (perceived) brand is what
other people say about you when
you are not in the room.”
“Your entire company should be
considered your branding
department.”
- WARREN BUFFETT
-
JEFF BEZOS, FOUNDER OF AMAZON
WHY THIS WORK MATTERS
MORE THAN A LOGO, A TAGLINE, OR AN
WE
A D V E RHAVE
T I S I N G C AA
M PGREAT
A I G N — B R ASTORY
NDING IS
ABOUT WINNING THE HEARTS AND MINDS
TO
TELL.
ITS
IMPACT
IS
OF WRIGHT STATE UNIVERSITY’S
CONSTITUENTS.
GREATER WHEN WE TELL
THE WORK WE ARE DOING NOW IS ABOUT
IT TOGETHER!
THE WRIGHT STATE OF THE FUTURE.
THE BEGINNING – THE BRAND WAS UNMANAGED
Defining our Brand
WSU / Community
Capabilities,
Mission, Vision &
Aspirations
Student Profiles,
Needs,
Capabilities,
Aspirations
Brand Identity
MESSAGING EMERGES FROM THE BRAND, THE EXPERIENCE AND THE
PEOPLE (FACULTY, STUDENTS, STAFF & COMMUNITY
WRIGHT STATE
UNIVERSITY
BRAND
THE
WRIGHT
STATE
EXPERIENCE
THE
CONSTITUENTS
THE MESSAGE
BRAND DEVELOPMENT
• Identify and establish brand identity, strategy,
values, positioning and messaging
• Plan and implement marketing and operational
goals and plans in support of brand development
• Measure/interpret results
• Grow/leverage brand equity
Strategy
& Plan
Launch
Evolve &
Grow
WRIGHT STATE SEGMENT PREVALENCE
•Age 28 (oldest)
•52% Men
•69% Local
•69% Work
•26% Asian/ International
% of WSU Students
Graduate Students
25%
26%
Motivated
Post Traditionals
•Age 18 (youngest)
•Fewest Local (27%)
•Highest ACT (41% >30)
Prestigious Collegians
•Age 19
•Most Female (66%)
•Fewer Local (30%)
•Above Avg ACT
•Student>Social
2%
12%
8%
•Age 19
•Male (60%)
•Highest HHI ($136K)
•Average ACT
Focused Learners
12%
Campus Connectors
•Age 21
•Average Local (45%)
•Lower ACT (36% <20)
•Age 26 (oldest
UG)
•Most local (70%)
•Average ACT
•Working
Uncertain Explorers
14%
•Age 20
•More Women (63%)
•Most Black/AA (21%)
•Lowest HHI ($51K)
•Lowest ACT (39% <20)
Inexperienced Trailblazers
WE LEARNED THEIR ENROLLMENT PROSPECTS
Among our Student Sample
Motivated Post
Traditionals
Awareness
Familiar
&
Conversion Rate
Branding
Applied
Conversion Rate
Selected Top Tier
Targeted
Value & First Choice
Call to
Attend/Plan
Action
Conversion Rate
to Attend
Focused
Learners
Inexperienced
Trailblazers
Uncertain
Explorers
Campus
Connectors
Prestigious
Collegians
81%
57%
64%
72%
58%
44%
96%
77%
89%
90%
59%
50%
78%
44%
57%
65%
34%
22%
82%
88%
82%
Enrollment Management/Influencers
92%
80%
72%
35%
47%
57%
28%
13%
68%
63%
53%
75%
75%
38%
49%
22%
25%
43%
21%
5%
70%
30%
43%
58%
32%
9
7%
59%
Prioritized target segments for the initial campaign
Likelihood to Apply to
WSU
More likely
More
likely
Less likely
Motivated PostTraditionals
Campus
Connectors
Inexperienced
Trailblazers
Uncertain
Explorers
Less
likely
Likelihood to
Complete Courses &
Graduate
Prestigious
Collegians
Focused
Learners
Includes HS Factor score (GPA and ACT) & Stated “Finish what I start” attitude
10
Best
Success x
Response
Tomorrow
Innovation
Growth
Tradition
12
11
Research
Value
Big
Opportunities
Small
University
10
World of
Opportunity
Students
9
Access
2
Not the
Parking
3
Caring
ReInventing
Tomorrow
8
Emerging
Career
Foundations
Smart
Choice
Faculty
21st Century
1
4
Great Experiences
Spirit
7
Convenience
Support/Guidance
5
6
Diversity
Heritage
Personal Growth
WE LEARNED WHAT RESONATED BY STAKEHOLDER
Overall
Performance
Motivated
Post
Traditionals
Focused
Learners
Inexperienced Uncertain
Trailblazers
Explorers
Campus
Connectors
Prestigious
Collegians
Graduate
Students
A World Of
Opportunity
Large University
Opportunities Made
Personal
Launching
Successful Careers
A Smart Investment
Defining The Future
12
Legend:
LOW
HIGH
Faculty/
Administrators
Alumni
Parents of
Current
Students
Teacher/
Guidance
Counselors
We moved to Positioning and Logo Development with our
partners:
Push.
WHAT WE LEARNED DURING (HIGHLY PARTICIPATIVE)
LOGO DEVELOPMENT PROCESS
• Wright Brothers connection with richness of tradition
• Biplane (graphically accurate) inclusion…Wilbur
• Font to represent stature/prestige – needs to have a serif
• Graphic element conveying ‘the world’ (evolution of shadow)
• Color scheme must render in diverse circumstances (university
harder to read in yellow/gold)
• Monocolor logo must render without loss of fidelity
The next 4 logo slides show the logo in
multiple forms/contexts but were not
present in the Senate presentation
BUSINESS CARDS
SILVER BUSINESS CARD
LETTERHEAD
RELATIONSHIPS
PEOPLE
collegial, professional, ethical
success, diversity
PARTNERSHIPS
STEWARDSHIP
regional, entrepreneurial, global
fiscal, intellectual
CORE VALUES
SUSTAINABILITY
LEARNING
discovery, innovation, scholarship
social justice, economic opportunity,
environmental protection
Inspired by the pioneering spirit, innovation,
and courage of the Wright brothers, Wright
State intentionally creates pathways to
success through diverse educational
opportunities. Wright State meets students
where they are, then joins them on a journey
to where they want to go. By coming together,
we are shaping, defining, and implementing
the ideas of the 21st century. In short, we are
changing the future.
THE NARRATIVE
A SMART INVESTMENT
We ensure motivated students, faculty, staff, and alumni can achieve their
ambitions and better serve themselves and their communities.
A CULTURE OF INNOVATION
We take risks, challenge the status quo, and continually explore ways to
do things better.
FUELED BY A PIONEERING SPIRIT
We accept the challenge to continue our namesakes’ daring spirit by
believing we can achieve anything.
A SMART INVESTMENT
We ensure motivated students, faculty,
and staff can achieve their ambitions
and better serve themselves and their
communities.
A CULTURE OF INNOVATION
We take risks, challenge the status
quo, and continually explore ways to
do things better.
FUELED BY A PIONEERING SPIRIT
We accept the challenge to continue our
namesakes’ daring spirit by believing we can
achieve anything.
THE NARRATIVE
A SMART INVESTMENT
We ensure motivated students, faculty, staff, and alumni can achieve their
ambitions and better serve themselves and their communities.
A CULTURE OF INNOVATION
We take risks, challenge the status quo, and continually explore ways to
do things better.
FUELED BY A PIONEERING SPIRIT
We accept the challenge to continue our namesakes’ daring spirit by
believing we can achieve anything.
STRENGTH IN DIVERSITY
We foster a diverse campus that resembles the world. Our students,
faculty, staff, and alumni are exposed to new cultures, lifestyles, and
thinking, making them well-rounded “global citizens.”
A GLOBAL PERSPECTIVE
We create an inclusive environment where people are cared for, where
they’re respected, and where they can be authentic.
ON THE RISE
We inspire people to be much more than they thought they could ever be,
and, in turn, are motivated by those arounds us. And we are confident the
best is yet to come.
STRENGTH IN DIVERSITY
We foster a diverse campus that resembles
the world. Our students, faculty, staff, and
alumni are exposed to new cultures,
lifestyles, and thinking, making them wellrounded “global citizens.”
These can
A GLOBAL
PERSPECTIVE
be
mixed
We create an inclusive environment
where people
are cared for, where
and
they’re respected, and where they can be
authentic.
matched
ON THE
RISE
as
needed
We inspire people to be much more
than they thought they could ever be,
and, in turn, are motivated by those
around us. And we are confident the
best is yet to come.
Simon Sinek: “Start with Why…
…People buy what you Believe”
WHAT
We transform the lives of our
students and the communities
we serve through more than
230 programs spread across
eight colleges, three schools,
and two campuses.
HOW
We conduct scholarly
research, engage in
meaningful community
service, drive economic
revitalization, and empower
our students, faculty, staff,
and alumni to make a
positive impact.
WHY
We believe in
helping faculty
and students
achieve.
THANK YOU
FACULTY SENATE |
FEB. 22, 2016
Concept for State seal
Answer to Fred Garber’s question
Answer to colors question