WHAT STARTS HERE CHANGES THE WORLD
The University of Texas at Austin
New Brand Strategy
New University Brand Strategy Workshop
February 28, 2011
WHAT STARTS HERE CHANGES THE WORLD
The Opportunity
“This is our moment. There is
something very special about being
public in higher education. And we
have a new way of thinking about the
role of a university.”
- President Powers
WHAT STARTS HERE CHANGES THE WORLD
Taking It To The Next Level
Elevate UT’s leadership reputation through a
comprehensive brand strategy
Secure state support and funding
Engage alumni and motivate contributions
Retain and attract the best and the
brightest students and faculty from all over the
world
Foster relationships with corporations
Unify
the messaging
across colleges
and non-academic
units with
a
singular
vision
and voice that
speaks to key
audiences
WHAT STARTS HERE CHANGES THE WORLD
Research Provided Direction
• Enormous pride in university
• Perceive UT as an “enduring leader” like Berkeley,
Michigan
• Key attributes to enhance our leadership position:
–
–
–
–
Academic strength
Value of education experience
Goal to be the best
Position for the future
• Top communications challenge: Motivation to get
more involved with UT and to actively contribute to
achieve the vision
WHAT STARTS HERE CHANGES THE WORLD
Elevator
Speech
Supporting
Messages
Positioning
Statement
Internal Roll-Out:
Education &
Executional
Materials
Tagline
Integrated Marketing Plan:
Internal & External
External
Roll-Out:
Marketing Plan:
Traditional
& Electronic
Communications
Planning &
Execution
Development
of Marketing
Materials
Evaluation
&
Tracking
WHAT STARTS HERE CHANGES THE WORLD
Brand Strategy Elements
WHAT STARTS HERE CHANGES THE WORLD
The UT Target Audience Mindset
“Game Changers”
Embrace and Expect Change
Smart
Youthful
Global/Diverse
WHAT STARTS HERE CHANGES THE WORLD
The Brand Positioning
The UT Brand Positioning distinguishes it within its market by
succinctly explaining how its offerings are different and/or better
than its top competitors.
A good positioning statement is aspirational, using research to
express how the institution wishes to be perceived, as well as
being true, relevant and motivating to its key audiences.
A positioning leads the strategic communication effort, but is not
used publically in the messaging.
WHAT STARTS HERE CHANGES THE WORLD
The University of Texas at Austin
Positioning
The University of Texas at Austin, a global
community united in creating a new vision of
leadership in higher education for the next
generation of leaders, will have more impact
on changing the world than any institution of its
kind. With a depth and diversity of assets
unmatched by other universities, it drives
economic, social and cultural progress as one of
the world's most powerful centers of learning,
research and creativity.
WHAT STARTS HERE CHANGES THE WORLD
The Supporting Messages
• The Supporting Messages are the key messages that
provide a reason to believe the positioning statement and
help define the brand identity.
• These Supporting Messages spell out exactly what key
audiences can expect to receive from their UT experience.
• Each promise must be credible, tightly focused, and
compelling.
• The Supporting Messages are also used by individual
Colleges and Schools to communicate their own unique
qualities and characteristics.
• The exact wording of the Supporting Messages are often
used in messaging.
WHAT STARTS HERE CHANGES THE WORLD
The UT Supporting Messages
1. Leading for Change
The University will define what it means to be the
leading public research university in the nation by setting
a new national agenda on higher education and
addressing key issues facing the world.
•
•
How can you show you are you the best?
How are you re-inventing, setting a new agenda, changing
the game?
WHAT STARTS HERE CHANGES THE WORLD
The UT Supporting Messages
2. Engaging in a Common Purpose
The University's enduring leadership and impact are
grounded in its ability to unify, collaborate and build
partnerships, internally and externally, and to instill a
commitment among alumni, faculty, students and staff to
work together to make this shared vision a reality.
•
•
•
How are you building lifelong relationships with key
constituents?
How are you working across boundaries, disciplines, departments
to solve complex problems?
How are you working in a unified way toward the common goal
of being the best?
WHAT STARTS HERE CHANGES THE WORLD
The UT Supporting Messages
3. Focusing on Creativity and Critical Thinking
The University's culture of innovation and its position as
the hub of the leading creative community of Austin drive
a continuous focus on new ideas and approaches to
address complex economic, social and cultural issues
across Texas, the nation and the world.
•
•
How are you approaching and solving current problems and
issues in a creative and innovative way?
How are you exemplifying a spirit of innovation in your
programs, activities and outreach?
WHAT STARTS HERE CHANGES THE WORLD
The UT Supporting Messages
4. Making the Greatest Impact
Through its community, its creative culture, its
unmatched scope and scale, The University is having and
will continue to have a greater impact than any
institution of its kind on issues, people and events that
are changing the world.
•
•
•
How are you improving lives around the world?
How are you advancing knowledge?
How are you impacting economic growth and prosperity?
WHAT STARTS HERE CHANGES THE WORLD
The UT Brand Personality
Characteristics
Personality attributes convey tone of communications.
BOLD
PASSIONATE
COMPETITIVE
LOYAL
UNIQUE
INNOVATIVE
WHAT STARTS HERE CHANGES THE WORLD
The Tagline
• The tagline is the public expression of the positioning
statement.
• A tagline is defined as “a statement or motto that succinctly
defines or represents an organization’s mission and
encapsulates its positioning statement.”
• The tagline must convey a value proposition about the
institution that is distinctive, definable, and soundly backed
by research findings.
• The tagline must resonate with your many (and varied)
constituencies and help to achieve the goals of the
communications effort.
WHAT STARTS HERE CHANGES THE WORLD
The UT Tagline
“What Starts Here Changes the World”
WHAT STARTS HERE CHANGES THE WORLD