Branding Your Student Union
Fort Hays State University, Office of University Relations & Marketing
Branding Your Student Union
What is Branding? The marketing practice of creating a name, symbol, design or message that identifies and differentiates you from your competitors
Source: www.entrepreneur.com
Fort Hays State University, Office of University Relations & Marketing
Branding Your Student Union
How do we work within our university’s brand?
• Use the university logo properly • Create a unique and consistent look for all marketing materials Fort Hays State University, Office of University Relations & Marketing
Branding Your Student Union
What is my student union’s brand? Your brand is your promise to your customer. It tells them what they can expect from your products and services. It differentiates your offering from that of your competitors. Your brand is derived from who you are, who you want to be and who people perceive you to be. Fort Hays State University, Office of University Relations & Marketing
Branding Your Student Union
Tag Line / Message Write a memorable, meaningful and concise statement that captures the essence of your brand.
Fort Hays State University, Office of University Relations & Marketing
Branding Your Student Union
Tag Line / Message Tell your story. What are you most proud of? What stirs your emotions? Say just enough. A tag line is not big enough to hold “what we do, why we do it, where we do it, and who we do it for.” Make it short and sweet. Source: www.inc.com
Fort Hays State University, Office of University Relations & Marketing
Branding Your Student Union
Tag Line / Message Exercise Group 1: What are some defining benefits and features of your products or services? Group 2: What words describe what the university community ALREADY thinks of the Union? Group 3: What qualities do you WANT the university community to associate with the Union?
Fort Hays State University, Office of University Relations & Marketing
Branding Your Student Union
Mission Statement The Fort Hays State University Memorial Union serves as the student-centered gathering place for the University and surrounding community. The Memorial Union develops engaged citizen-leaders by providing welcoming facilities, innovative services and diverse programs while honoring our alumni, heritage and traditions.
Fort Hays State University, Office of University Relations & Marketing
Branding Your Student Union
Strategy for Distributing New Message PRINT • rack card promoting Union services and CSI organizations • rack card detailing rooms and rates • magnets for dorm fridges • employee shirts • internal signage
Fort Hays State University, Office of University Relations & Marketing
Branding Your Student Union
Internal Opportunities
New tag line here
Fort Hays State University, Office of University Relations & Marketing
Branding Your Student Union
Social Media: What do we post?
Fort Hays State University, Office of University Relations & Marketing
Branding Your Student Union
Increase Potential Reach
Average: 265 Likes/Month
Fort Hays State University, Office of University Relations & Marketing
With ad: 1,184 Likes/Month
Branding Your Student Union
Increase Engagement April 2014 Average FHSU Facebook Post Reach: 1,100
Fort Hays State University, Office of University Relations & Marketing
Branding Your Student Union
Increase Engagement April 2015 Average FHSU Facebook Post Reach: 9,900
Fort Hays State University, Office of University Relations & Marketing
Branding Your Student Union
What does your audience respond to?
Fort Hays State University, Office of University Relations & Marketing
Branding Your Student Union
What’s happening?
Fort Hays State University, Office of University Relations & Marketing
Branding Your Student Union
Tweet Makeover: BEFORE Use photos when available. Don’t miss opportunities to engage with other users.
Fort Hays State University, Office of University Relations & Marketing
Branding Your Student Union
Tweet Makeover: AFTER Use photos when available. Don’t miss opportunities to engage with other users.
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Fort Hays State University, Office of University Relations & Marketing
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Branding Your Student Union
Tweet Makeover: BEFORE Shorten links with websites like bit.ly or ow.ly
Fort Hays State University, Office of University Relations & Marketing
Branding Your Student Union
Tweet Makeover: AFTER Shorten links with websites like bit.ly or ow.ly
Fort Hays State University, Office of University Relations & Marketing
Branding Your Student Union
FHSU Hackathon Team
Fort Hays State University, Office of University Relations & Marketing
Branding Your Student Union
Microsoft Welcome Center
Fort Hays State University, Office of University Relations & Marketing
Branding Your Student Union
The Microsoft Garage
Fort Hays State University, Office of University Relations & Marketing
Branding Your Student Union
The Microsoft Garage
Fort Hays State University, Office of University Relations & Marketing
Branding Your Student Union
The App Presentation
Fort Hays State University, Office of University Relations & Marketing
Branding Your Student Union
Second Place Winners
Fort Hays State University, Office of University Relations & Marketing
Branding Your Student Union
FHSU Hackathon Team
Fort Hays State University, Office of University Relations & Marketing
Branding Your Student Union
Dr. Thomas Mensah
Reggie Howard
“Father of Fiberoptics” Ray Lewis NFL: Dolphins, Saints, Panthers NFL: Baltimore Ravens
Fort Hays State University, Office of University Relations & Marketing
Aaron Hernandez Microsoft: Director of Diversity
Branding Your Student Union
Top Tool: Twitonomy
Fort Hays State University, Office of University Relations & Marketing
Branding Your Student Union
Hackathon Team Analytics
Source: www.twitonomy.com
Fort Hays State University, Office of University Relations & Marketing
Branding Your Student Union
Say My Name
Fort Hays State University, Office of University Relations & Marketing
Branding Your Student Union
Top Tool: TweetDeck
Fort Hays State University, Office of University Relations & Marketing
Branding Your Student Union
Twitter Analytics
Fort Hays State University, Office of University Relations & Marketing
Branding Your Student Union
Other Marketing Opportunities
Fort Hays State University, Office of University Relations & Marketing
Branding Your Student Union
@forthaysstate Fort Hays State University @fhsunews University Relations @FHSUPresMartin President Martin @fhsualumniassoc FHSU Alumni Association @fhsuathletics FHSU Athletics Fort Hays State University FHSU Alumni Association Fort Hays State University Athletics @forthaysstate @fhsuathletics
Fort Hays State University, Office of University Relations & Marketing
Branding Your Student Union
