Welcome!

Increased Competition Calls for Corporate Communication

Strategies

Agenda• Challenging Environment• Changing Landscape• Brand and Positioning• Consumer Behavior and Marketing• Integrated Approach

– Consumer Behavior– Corporate Communications– Corporate Culture

Challenging Environment• Crowded field

– 1,688 U.S. public institutions, including 1,045 four-year institutions

• Declining cohort• Increased competition• Changing landscape• Up to 3,000 advertising

messages daily• Economic circumstances• Evolving media business model

Challenging Environment

All universities have great stories to tell and unique assets, but differentiated branding won’t occur without an integrated, proactive approach.

Standing out doesn’t happen accidently, doesn’t happen overnight and can’t be sustained without a strategic, integrated positioning agenda shared across the institution.

Changing Landscape• Changing demographics• Consumer-driven• Marketing personalization• Interactive and rich media• Social media and networking• Mobile technology• Blogs• Texting and instant messaging• Video sharing and podcasting

Brand and Positioning

Brand Management• Brands are

– More than a logo or tag line– Built from the inside out – Only as strong as their weakest touch

point– Differentiators that lead to

competitive advantage

• Provide a solid product or service

• Establish credibility and believability by remaining committed to your core values

• Clearly and constantly communicate your value promise to build brand loyalty

• Be visible and connected to the communities you serve through affiliations, partnerships, and charitable activities

Strong BrandsV

alu

e P

rop

osit

ion

Deliver on your brand promise

Strong brands are built on a solid foundation and are developed over time.

Infuse value promise within all touch points

Provide dependable and consistent service

• Lives in the minds of its many stakeholders – the sum total of their direct and indirect encounters with the institution

• Becomes the promise the organization makes to its audiences on a daily basis - the essence of what the organization believes it is accomplishing

• Conveys a simple, easy-to-understand concept that encompasses both current and aspirational identities

Refining An Institution’s Positioning

• Deliver the brand positioning via interactions with other influencers and interested audiences

• Serves as the foundation for all communications to the organization’s key audiences

• Every message communicated to a stakeholder group should be tied to the central university brand positioning

Refining An Institution’s Positioning

Consumer Behavior & Marketing

Consumer Behavior and Marketing

Primary focus of higher learning institutions

Lost opportunities due to fragmented approach

Continuously plays in the background

Endless opportunities to attract and retain students

SOURCE: HAWKINS-BEST-CONEY

Consumer Behavior and Marketing

SOURCE: HAWKINS-BEST-CONEY

An Integrated Approach

Integrated Approach

Point of clarity where all key audiences understand the brand promise

If we do not change our direction, we are likely to end up where we are headed.

Chinese proverb

Don’t resist resistance

Educate and energize

Participation and Involvement

Facilitation and Support

Leading Change • Influence versus control• Begin within• Take the initiative• Champion the vision and benefits• Lead the conversation• Appreciate the small wins• Be visible, persistent and patient

Champions Come Standard

• Comerica Park Billboard– More than 100 media articles– Generated > $1 million in

publicity– Featured in USA Today, on ESPN

and other high-profile media outlets

– Resulted in academic interview with the Atlanta Journal-Constitution

• Integrated Team– Public Relations, Marketing,

Creative Services, Sports Information, Athletic Marketing and Alumni Relations

DonorsFaculty

Publicrelations

Marketing Athletics

Internal

Alumni

Students

Staff

Brand

Synergy and Differentiation

Donors

Faculty

Athletics

Publicrelations

MarketingInternal

AlumniStudents Staff

Brand

Questions?