College of Engineering

Discovery with Purpose www.engineering.iastate.edu

Eric Dieterle

Refining and Using the 2050 Challenge Message

Learn@LunchOctober 14, 2009

The 2050 Challenge www.engineering.iastate.edu/the-2050-challenge

College of Engineering

The 2050 Challenge www.engineering.iastate.edu/the-2050-challenge

College of Engineering

The design element in action

The 2050 Challenge www.engineering.iastate.edu/the-2050-challenge

College of Engineering

The 2050 Challenge www.engineering.iastate.edu/the-2050-challenge

College of Engineering

What is a brand?• Two levels:• what we say about ourselves (what do we have that adds value?)

• what others say about us (what’s it like to be at Iowa State?)

Differentiation is key

Iowa State: a great place to experience college life and explore your potential; accessible, open, friendly

College of Engineering: a place to become a solid engineer with hands-on experience; reputation for work ethic and innovation

The 2050 Challenge www.engineering.iastate.edu/the-2050-challenge

College of Engineering

How does 2050 Challenge fit?

• Yes, it’s a marketing message …• our vision of the college’s image

• … but it’s more than that• our approach to engineering education and research

The 2050 Challenge www.engineering.iastate.edu/the-2050-challenge

College of Engineering

Keywords of current “brand message”

Attributes Values

VisionHigh-quality studentsTechnical expertiseState-of-the-art researchLeadership

Hard workCollaborationPragmatismCommunityRelationships

The 2050 Challenge www.engineering.iastate.edu/the-2050-challenge

College of Engineering

Using the 2050 Challenge message• Key thoughts:

• Pragmatic – Population is growing and resources are diminishing, so we need innovative solutions.• Personal – This is about the quality of people’s lives.• Relevant – Science is the basis of modern life, and

engineers put the science to work for us. • Inclusive – Everyone is affected, so everyone is invited

to participate. • Optimistic – Focus on the world we can deliver, not the

one we fear.

The 2050 Challenge www.engineering.iastate.edu/the-2050-challenge

College of Engineering

Disparate brandmessages

Consistent brandmessages

Repetition and consistency—one cannot penetrate an audience’s attention without it. (Concept and words courtesy Patricia VandenBerg)