goal um’s brand strategy task force works to build awareness and recognition of um’s attributes...
Post on 19-Dec-2015
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GOALUM’s Brand Strategy Task Force works to build awareness and recognition of UM’s attributes by developing a comprehensive brand strategy and marketing plan. Goals are to increase alumni engagement, receive more philanthropic and legislative support, and enhance faculty, staff , and student recruitment and retention through eff ective brand management and marketing.
BRAND STRATEGY INITIATIVE
SCOPE OF PROJECT
Three phases
1. Research, positioning & message development
2. Creative work
3. Marketing plan
PRELIMINARY TIMELINE
Nov. 7 Proposals dueNov. 23 Contract to be awardedJan./Feb. Research & discovery, positioning statement creationMarch Message developmentApril Messaging platform deliveredMay Creative developmentJune Marketing plan development
Co-Chairs: Provost Perry Brown and Beth Hammock, UM Foundation Vice President, Strategic Communications and Marketing
Campus Representatives:Jen Gursky, President, ASUMRick Hughes, Chair, Department of Media ArtsBill Johnston, Director, Offi ce of Alumni RelationsRosi Keller, Associate Vice President for Administration and FinancePeggy Kuhr, Dean, School of JournalismJed Liston, Assistant Vice President for Enrollment ServicesJakki Mohr, Regents Professor, Department of Management and MarketingJim O’Day, Director, Intercollegiate AthleticsSharon O’Hare, Executive Director, Offi ce for Student SuccessCary Shimek, Senior News Editor, University RelationsAllison Squires, Staff SenateBill Woessner, Regents Professor, Department of GeosciencesKim Zupan, Carpentry Program, Department of Industrial Technology
Community/Alumni Representatives:Mike McDonough, Retired Telecommunications Executive, UM Foundation TrusteeGinny Merriam, Public Information/Communications Director, City of MissoulaTim O’Leary, Co-Founder and CEO, R2C Group, UM Foundation TrusteeJeremy Sauter, Marketing Consultant
TASK FORCE MEMBERS
Average Alumni Annual Giving Rate: National Universities
THE CHALLENGE
61% Princeton 32% Wake Forest 21% U Oklahoma51% Dartmouth 31% Northwestern 20% Carnegie Mellon50% Notre Dame 31% CalTech 20% Penn State41% Yale 30% U Alabama 20% U Kansas40% Harvard 29% Georgia Tech 20% BYU39% Duke 29% Caltech 19% Tulane39% Brown 28% Georgetown 19% Case Western39% U Penn 28% Clemson 18% UC Santa Barbara39% USC 24% Vanderbilt 18% Syracuse37% MIT 24% U Tulsa 18% U Rochester37% Emory 24% Tufts 18% U Washington36% Columbia 23% U Virginia 17% U Michigan35% J ohns Hopkins 23% Boston College 17% U Florida35% Wash U 23% U Nebraska 17% SMU35% Stanford 23% Texas Christian 16% Rensselaer34% Rice 23% U Dayton 16% U Texas33% U Chicago 22% U North Carolina 16% Purdue33% Auburn 22% W&M 16% Ohio State33% Brandeis 22% Fordham 15% Pitt32% Lehigh 22% Yeshiva 14% UCLA32% Cornell 21% Florida State 14% U Illinois
Source: U.S. News & World Report, 2010 Best Colleges Rankings 9.1% The University of Montana
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011$0.0
$2,500,000.0
$5,000,000.0
$7,500,000.0
$10,000,000.0
$12,500,000.0
$15,000,000.0
Alumni Non-Alumni Corp/Org Foundations
SOURCE OF GIFTS TO UM
“What Starts Here Changes the World”
THE UNIVERSITY OF TEXAS AT AUSTIN
Source: Carnegie Communications
A brand is a set of associations evoked by UT that should be: A short cut description of the actual experience
Tied to UT’s mission, vision, and objectives
Positive and motivational
Why we need a brand: Prospective Students: Creates an “easy choice”
Alumni: Generates loyalty and word-of-mouth recommendations
Parents: Results in payment of higher prices
Media: Insulates from negative situations
Internal Audiences: Directs behavior
Everyone: Enhances UT’s reputation over time
UNIVERSITY OF TEXAS:WHY WE NEED A BRAND
Source: Carnegie Communications
The University of Texas at Austin is leading the future of higher education.
As a unified community, UT is creating
a new vision of the public university for the next generation that will have more impact on changing the world than any institution of its kind.
THE UNIVERSITY OF TEXAS BRAND POSITIONING IDEA
Source: Carnegie Communications
Enrollment Metrics (applications, inquiries, visits, matriculants, etc.)
Student Quality Metrics (average test scores, GPA)Development Metrics (annual giving, campaign goals,
alumni participation)Academic/ Research Quality Metrics (faculty/ admin
recruiting, research funding, publishing)Operational effi ciencies (unified/ centralized marketing
materials, resources)Soft Assets (spirit, loyalty, pride, motivation, state and
national prestige)
RETURN ON INVESTMENT: BRAND VALUE
Source: Carnegie Communications
