campus re branding

The Brand Experience

May, 2010

2


What is it?• A consumer’s lifetime relationship with your brand –

from initial interest through advocacy. - “ We are not in the coffee business serving people, but in the

people business serving people.” Howard Schultz, Chairman and Founder, Starbucks Coffee Company

• For DeVry University, this means the entire customer journey – from prospect to student to alumni.

- “ We are not in the business of educating students, but in the business of creating career professionals.”


Why is it important?Drives loyalty

Encourages word-of-mouth communication

Enhances bottom-line results

3

“Truly listening to what your customer interactions tell you enables your organization to use technology and process to deliver better service, increase customers satisfaction and loyalty…and ultimately, to enjoy increased revenues and profits.” Mariann McDonagh, VP, Global Marketing, Verint Systems

On Nordstrom and Starbucks, “…were among the first to demonstrate that creating a uniquely pleasing, personal experience would contribute almost as much to their bottom lines as the marketing of specific items.” Jane Stevenson, Global Managing Partner, Heidrick & Struggles

“A company’s ability to take action to increase promoters and decrease detractors has a significant impact on financial performance.” Dr. Laura Brooks, VP Business Consulting, Satmetrix


Brand Exercise – What constitutes a great retail experience for you?

• Name 8 -10 places where you’ve had a great experiences.

• What made the experiences great?

• For each ‘place’ where you had a great experience, did the things that made it so great line up with what the particular brand stands for?

• Did every touch point you had with the particular brand (TV, radio, flyer, newspaper ad, service at location, interaction with staff, ambience at location, etc.) deliver on the brand’s promise to you?

4


The great experience: What should DeVry University do?• How should it look?

• How should it act?

• How should its staff interact with its students?

• What kinds of communications should it produce?

Every Experience – Every Time – Every Time

No Exceptions

5


What is our brand promise? Our guiding star.

DeVry University = THE Career University• Faculty and staff are dedicated to mentoring and guiding students to

educational and career success

• Degree programs are aligned with fast-growing career fields

• Graduates are employed in their fields of study upon graduation

• Top Fortune companies employ our graduates

• Flexible learning options – on campus, online or combination of both – enable students to learn the way they want to.

Career Success

6

Promise

National TV

National Radio

Online

Local

PR

Social Media

Campus/Centers

Catalog/Collateral

“Moments of Truth”

Deliver

DEM

Student Central

Online

Academic

Career Services

Alumni

- 7 -

DeVry University=

Career University


7


Delivering the great experience: What does it mean for DeVry University?

• Consistent delivery of the brand at every step of our students’ journey

• Communications that emphasize our position as THE Career University • Beyond prospect communications such as TV, radio, OLA, collateral, etc.

• At every stage in the student journey

• Prospect• College years

• Alumni

• In every medium – verbal, written, experiential

• Official correspondence• Campus communications• Departmental communications• Campus experience

8


How do we get there?• Start by thinking retail

• Our Campuses/Centers• Our communications• Our service

• Understand we’re all part of a bigger whole – 90+ locations

• Many initiatives with the same end game in mind

• Project Rose – our terminology• Project Delight – our service• Campus Makeover – our presence• Re-engineering the student experience – our communications

• Always ask ‘would THE career university do/say this?’

9


10

Re-engineering the Student Experience – a national approach

•Communications with purpose•Consistent messaging and imaging•Professional and brand elevating


How will we accomplish our goal?• National coordination/prioritization of student-facing communications

• New Student Orientation• Student Central• Career Services• Graduation• Alumni Relations

• National approach to consistent Campus/Center experience

• Regular visits

• Education about our brand/other successful brands for local leadership and staff• Current Initiatives

• New literature

• Results

• Measurements of success• Net Promoter• Student focus groups/surveys

11

Campus Makeover Update

March 17, 2009

Branded Experience

Create a DeVry Experience Systemwide

- tell a consistent story

- tie the experience to the brand

- create sense of community

- celebrate our successes

- bring energy to Campuses/Centers

- colors, carpet, lighting, wayfinding, branded art

- 13 -

Current State

- 14 -

Current State

- 15 -

Current State

- 16 -

Current State

- 17 -

Re-engaging the Brand

Branded experience built to capitalize on our equities

- Heritage/DeVry University story

- Strength of our faculty and curriculum

- Success of our graduates

- Recognition of shield and its colors

Communications Zones

- Celebration, Tour, Information

- 18 -

Color Palette Specifications

Universal Accents:

Benjamin Moore Heritage Red (ready mix) Eggshell Wall Finish

Heritage Red “Storyline” Accent Band color:

Benjamin Moore Classic Burgundy (ready mix) Eggshell Wall Finish

Benjamin Moore 2061-30 Bermuda Blue Eggshell Wall Finish

Benjamin Moore 2154-30 Buttercup Eggshell Wall Finish

Benjamin Moore 2154-40 York Harbor Yellow Eggshell Wall Finish (used on walls 25 feet or longer)

19

Color Palette

Accent colors based on shield colors

Branded Art-Admissions

- 20 -

Branded Art-Purpose

- 21 -

Branded Art-Heritage

- 22 -

Branded Art-Faculty

- 23 -

Branded Art-Employers

- 24 -

Branded Art-Students

- 25 -

26

Application of Elements

27

Application of Elements

Application of Elements 28


My role• Work as your liaison with Home Office on all things brand

• Share updates on branding initiatives

• Visit on a regular basis to help you ensure a positive experience for all students

• Help DeVry University realize its purpose as THE Career University delivering a credible path to career and life success

29


Campus/Center Brand Audit• Tour Campuses/Centers

• Meet with leadership of each department

• Review observations• Share recommendations/solutions

• Meet with President and Facilities Manager

• Review observations• Share recommendations/solutions• Schedule date for next visit (Campus every 8 weeks/Center every 12

weeks)

30

Campus and Center Site Survey

June 10, 2010

32


What?• Physical audit of all locations on a regular basis• Help move all locations toward delivery of consistent,

professional, branded experience• Educate local leadership teams on importance of

delivering on the promise- Share best practices- Coach on rationale behind delivering consistent branded

experience


Why?• Change the perception of DeVry University to THE Career

University

• Deliver consistent experience at every DeVry University location

• Move toward efficiency of effort – templated approach, common communications systemwide

33


When?• Every 8 weeks at every Campus

• Full day visit

• Every 12 weeks at every Center

• Mimimum ½ day visit

34


How?• Schedule day with President/Center Dean for visit when most

of leadership team will be available

• AM – schedule leadership team meeting to kick off concept and rationale, deliver ‘Think Retail’ presentation, explain your day

• Walk the Campus/Center – take notes, meet with department leader, provide feedback with examples and rationale for requested changes

• Meet with President and Facilities Manager – provide overall feedback from the visit, provide list of action items, explain rationale for requested changes, schedule next visit

35


Tools• Checklist – detailed form to help guide your visit

• PPT Presentation – ‘Think Retail’

• Feedback Form – high-level feedback based on observations made at your locations

• Photos, samples

• All forms from all visits

• Best Practices articles/examples (future)

36


Together, we will create the great experience and deliver on our brand promise: delivering a credible path to career and life success

Questions/comments?

37