Symposium for the Marketing of Higher Education

Internal Branding: The New Role for Higher Education Communications and Marketing Professionals

Boston, MA

November 15, 2009

Rex Whisman and Joe Donovan

Pre-Conference Tutorial

Welcome Introductions and expectations Where is your college or university in the brand

development process? Overview of session Intended outcomes

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“Almost all the growth that’s available to you exists when you aren’t like most people and when you work hard to appeal to folks who aren’t most people.” Seth Godin, Tribes

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brand / n. 1 your name. 2 what your name stands for. 3 associations with your name. 4 position your name holds in the minds and hearts of others.

branding / v. 1 the process of aligning your internal culture with your external reputation. 2 communicating the essence of your institution based on mission, core values and stakeholder engagement.

Brand Research Examine the essential role that internal branding plays in

organizational settings

Findings and Implications Organizations succeed when they include internal

branding in the overarching brand strategy Internal branding provides the opportunity to move

beyond traditional branding approaches to an embedded cultural approach

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Brand Trends

Brand equity Brand funding Social responsibility Corporate reputation Internal branding

Source- Academy of Marketing, 2008

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Internal Branding

A formal program that engages internal stakeholders in your institution’s brand development process, allowing your institution to align its internal culture with its external reputation.

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“The toughest part of internal branding is changing the organizational culture. The brand needs to be absorbed into the fabric of everything you do to be successful. This is not a campaign, it is culture change. Commit to it, get top administration to lead it, and stick to it.”

Harry Hayward

Director of Electronic Media

University of Washington

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Situation

Choices Expectations Demographics Appropriations Financing Technology Accountability Do more with less What is important? Why is it important?

Recession

New Opportunities for Education Brands

Establish your place in the new global economy Do more with less Discover or re-discover mission, vision, values and goals Assume a leadership role in brand development Engage stakeholders in brand building process Utilize new media to deliver message Develop a sustainable brand for you and your institution

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Communications and marketing professionals are essential to helping institutions of higher learning honor their traditions, create value and position themselves in a modern context.

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Your Role

Connect stakeholders Dialogue internally Live mission and core values Guide behavior Implement strategic plan Connect with accreditation Ensure sustainability Create value

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Three Waves of Brand Development

Marketing mind-set Corporate mind-set Enterprise mind-set

Source: Mary Jo Hatch and Majken Schultz, Taking Brand Initiative, 2008.

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Enterprise Brand

Marketing 1.0

Branding 2.0

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Six Cs of Branding

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Connection

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Conversation

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Collaboration

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Community

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Culture

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Digital Media- Social Networks

Digital Media- Mobile Communications

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Internal Branding- Next Steps

Assess brand landscape Dialogue on internal branding Seek out partners Message of sustainability Enterprise mind-set Develop brand platform Connect with strategic plan

and accreditation Execute with digital media Develop a personal brand

strategy

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“Managing a brand is a lifetime of work.”

Howard Schultz

Chairman

Starbucks

Brand Resources

Chaney, Paul. The Digital Handshake, 2009 Hatch, Mary Jo and Majken Schultz, Taking Brand

Initiative, 2008 Ind, Nicholas. Living the Brand, 2008 Michelli, Joseph. The New Gold Standard, 2008 Neumeier, Marty. Zag, 2007 Sartain, Libby and Mark Schumann. Brand for Talent,

2009

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Contact

Rex Whisman

Principal

BrandED consultants group

rwhisman@BrandEDus.net

www.BrandEDus.net

www.brandchampionsblog.com

www.twitter.com/rwhisman

www.facebook.com/rexwhisman

www.linkedin.com/in/rexwhisman