WHY DO WE EXIST? To Make Great Things Happen for the University of Virginia

OUR PURPOSE Elevate the Reputation of the University & Optimize Brand Equity

OUR GOAL

To be the Best Communications Operation in Higher Education

BEING THE BEST ALSO REQUIRES EXCEPTIONAL DISCIPLINE AND COMMITMENT

Priorities

Passion Expertise

OUR DNA:

Surprise & Delight Our Audience

Communications

Event Promotion Video Uploads

Reception Photography Put up a Webpage Livestream

Endorse NonConforming Logos

Blast Press Releases

News Reporting

Strategic Communications

Excellence Scholarship

Value

Innovation Reputation Research

Honor Tradition

Measurement

Channels

Goal

Strategy

Tactics

Click Throughs

MOST READ Local SHARES Benchmarks Web Traffic Peer Inquiries AWARDS National Graphic Identity Adoption FACEBOOK LIKES Open Rates TREND LINES Emulation Tweets PRIDE Viewership EARNED MEDIA

American Marketing Association Higher Education Leadership Symposium 1100

Registration History

1200 1000 800 600 400

393

433

413

422

473

537 380

532

718

618 462

200 0

23 OF THE TOP 25 UNIVERSITIES IN THE NATION ATTENDED

SO WHAT EXACTLY IS A

BRAND?

LET’S START BY DISPELLING SOME

MYTHS

FIRST A BRAND IS NOT A LOGO

SECOND A BRAND IS NOT STANDARDS

FINALLY A BRAND IS NOT A PRODUCT

BRAND

A is both expectations and emotions you experience when an institution comes to mind.

FEELING

It is a gut because people are emotional, intuitive beings.

PROMISES

A brand creates a set of established through a relationship with its audience.

EXPECTATIONS

A brand creates about what a person will experience during interactions.

WHY BRANDING MATTERS Universities operate in an extremely COMPETITIVE environment. We compete for students, faculty and university leadership, research grants and awards, state and federal support, and philanthropic support. A university’s competitive position is affected by how these key audiences perceive its ACADEMIC

STRENGTH and overall

REPUTATION. A university’s image also plays an important role in reinforcing and building alumni PRIDE and trust in their university.

STARBUCKS BRAND LADDER

EMOTIONAL BENEFITS

Feeling More SOPHISTICATED

Better TASTE (acquired)

Feeling INDULGENT

A Special Treat, Premium QUALITY

Feeling RESPONSIBLE

RELAXING

FUNCTIONAL   BENEFITS  

Signature Roasting

TECHNICAL     BENEFITS  

Higher Arabica Bean Content

Espresso Based Beverages Premium Pricing

Displays Explaining Coffee Process

Italian Names Coffee Experts

“The Third Place” Music Hot

Unique Coffees

Fair, ETHICAL

Coffee Breaks Health Insurance for p/t Employees

Eco-Friendly, Fair Trade Practices

BRAND LADDER Feel SMART and CONFIDENT EMOTIONAL BENEFITS

FUNCTIONAL BENEFITS

~ I made a great choice and was challenged to discover my true potential in ways that enrich my life experience.

Strong ACADEMICS

~ Through its promise to educate leaders with purpose I am part of a University that successful individuals and organizations aspire to be connected with.

Activities that A National Contribute to the REPUTATION that Local/Global Helps Me Succeed ECONOMY

Nationally Recognized Faculty

TECHNICAL     BENEFITS  

Feel PROUD

State of the Art Facilities (Labs, Classrooms) Students with Strong SAT Scores

Jeffersonian Tradition Honor Code; Self-Governance Tradition of Athletic Excellence

Feel CARED FOR

~ This University does so much for me and for communities in Virginia and beyond.

Active, Engaged University COMMUNITY

Top 5 Ranking Employers Want to Hire UVA Grads Research Breakthroughs Attributed to UVA Faculty

Network Of UVA ALUMNI

Beautiful Infrastructure Superior Lifestyle/Living Experience and College Town Public/Private Partnerships

NEAR TERM PRIORITIES FOUNDATIONAL

STRATEGIC

Organizational Excellence

Enhance Reputation

Leadership Role

Optimize Brand Equity

Across Grounds Collaboration

Student Experience

Graphic Identity & Brand Management

Discovery & Innovation

Media Strategy Building Capacity; Resources Surprise & Delight

Curiosity-Driven Research Rich History Recruitment of Distinguished Faculty Refined Student Recruiting Value Proposition

Portions of this presentation were adapted from Neutron LLC in partnership with New Riders Publishing, Boston Consulting Group and the American Institute of Graphic Arts