brandtastic2: workshop

BRANDTASTICa branding presentation and

workshop in two parts

Friday, January 29, 2010

Patricia VandenbergMount Holyoke College

Doug GapinskimStoner

Executive Director of Communications and

Strategic Initiatives

Creative Director


I. Presentation• What is a brand?• Why does it matter? • What’s new?• What does it look like on the web?


II. Workshop• A dive into branding process • Exercises for thinking about and assessing your institution’s brand• DIY testing: making sure the brand is being delivered by the marketing platform


A dive into branding process


c

Data andresearch

Brand analysis

Marketingplatform

Public-facingwork

InstitutionalStrategy


Data andresearch

Brand analysis

Marketingplatform

Public-facingwork

Broad qualitative and quantitative surveys deployed to over 1,000 of each

group: prospectives, recent admits, parents, and alumni via phone, web

Web surveys, small focus groups

Ideal DIY


Data andresearch

Brand analysis

Marketingplatform

Public-facingwork

Attributes, position, themes compiledbased on what the market values most

Communications team compiles data and themes

Ideal DIY


Data andresearch

Brand analysis

Marketingplatform

Public-facingwork

Concepts done by communicationsteam and then put into testing

to make sure the concepts supportinstitutional brand

Same thing, concepts tested for alignment with themes, usually on a smaller scale

(fewer people tested)

Ideal DIY


Data andresearch

Brand analysis

Marketingplatform

Public-facingwork

Integrated marketing campaign(enrollment suite, campaign or

fundraising communications, radio, ads, web relaunch)

Critical piece such as aviewbook or web site

finished (often reactive)

Ideal DIY


Different ways of thinking about your institution’s brand


The Zag exercise


The only

that

for

in

who

in an era of

For Harley-Davidson

motorcycle manufacturer

makes big, loud motorcycles

macho guys

in the United States (mostly)

want to join a gang of cowboys

decreasing personal

freedom

what:

how:

who:

where:

why:

when:


The only

that

for

in

who

in an era of

For Mount Holyoke College

elite liberal arts college

combines rigorous liberal arts education with intentional career preparation

bright, ambitious women

from around the globe

want to live lives of purpose and distinction

a still male-dominated world.

what:

how:

who:

where:

why:

when:


For UMass Amherst

The only

that

for

in

who

in an era of

prestigious public university

is committed to access

for citizens

of Massachusetts

want exceptional opportunity and a great value

sky rocketing costs in higher education.

what:

how:

who:

where:

why:

when:


The only

that

for

in

who

in an era of

For your institution

what:

how:

who:

where:

why:

when:


Let’s reflect.


The only

that

for

in

who

in an era of

what:

how:

who:

where:

why:

when:

For Mount Holyoke College Alumnae

organization

provides a lasting connection to an intellectual home and a worldwide network of “sisters”

for Mount Holyoke alumnae

around the globe

who want intellectual depth and a sense of community

in a world increasingly subject to sound bites and a sense of alienation


Primal Code Exercise


Creation StoryHow / why was your institution

founded? Were key players involved? What’s special about the location?

CreedDoes your institution have a set of

core principals? A tag line or motto?Any other statement that

encompasses what it is about?

The IconsWho is well-known that is attached to your institution? What colors are

you known for? How about landmarks?The Rituals

What traditions, regular events or gatherings are associated with your

institution?

The Non-believersWho is your institution’s biggest

competitor, or detractors? What do they believe that isn’t true?

The Sacred WordsWhat vocabulary do you hear

people within your institution useover and over to describe it?What are the attributes that

are special?

The LeaderWho is the President, Dean,

or Head of School? How does the institution or the public

think of them?


Let’s reflect.


If branding is aboutinfluencing perceptionsand actions, how do wemeasure our accuracy?


Three tools for DIY testing

surveymonkey.comwufoo.com

usabilla.com


messaging matrix for evaluating perceptions


actionable items matrix for results


evaluating brand tools


perception before virtual tour


perception after virtual tour


Go forth and be a brand champion!


This presentation:

clients.mstoner.com/case

Patricia VandenBerg

Mount Holyoke College

[email protected]

Doug Gapinski

mStoner

[email protected]

twitter: @thedougco


mailto:[email protected]




brandtastic2: workshop

Education

mount holyoke alumnaearo

themesideal diyfriday

reactiveideal diyfriday

branding processfriday

institutions brand diy

web relaunchcritical

branding process exercises

fundraising communications