the university of texas at austin new brand strategy

WHAT STARTS HERE CHANGES THE WORLD

The University of Texas at Austin New Brand Strategy

New University Brand Strategy WorkshopFebruary 28, 2011


The Opportunity

“This is our moment. There is something very special about being public in higher

education. And we have a new way of thinking about the role of a university.”

- President Powers


Taking It To The Next Level

Elevate UT’s leadership reputation through a comprehensive brand strategy

Secure state support and funding

Engage alumni and motivate contributions

Retain and attract the best and the brightest students and faculty from all over the world

Foster relationships with corporations

Unify the messaging across colleges

and non-academic units with a singular visionand voice that speaks to key

audiences


Research Provided Direction

• Enormous pride in university• Perceive UT as an “enduring leader” like Berkeley,

Michigan• Key attributes to enhance our leadership position:

– Academic strength– Value of education experience– Goal to be the best– Position for the future

• Top communications challenge: Motivation to get more involved with UT and to actively contribute to achieve the vision


Development of Marketing

MaterialsIntegrated Marketing Plan:

Internal & ExternalPositioning Statement

Tagline

Elevator Speech

Supporting Messages

Internal Roll-Out:

Education & Executional Materials

Communications Planning &

Execution

External Roll-Out:

Marketing Plan: Traditional

& Electronic

Evaluation &

Tracking


Brand Strategy Elements


“Game Changers”

The UT Target Audience Mindset

Global/Diverse

Embrace and Expect Change

Smart

Youthful


The Brand Positioning

The UT Brand Positioning distinguishes it within its market by succinctly explaining how its offerings are different and/or better than its top competitors.

A good positioning statement is aspirational, using research to express how the institution wishes to be perceived, as well as being true, relevant and motivating to its key audiences.

A positioning leads the strategic communication effort, but is not used publically in the messaging.


The University of Texas at Austin Positioning

The University of Texas at Austin, a global community united in creating a new vision of leadership in higher education for the next generation of leaders, will have more impact on changing the world than any institution of its kind. With a depth and diversity of assets unmatched by other universities, it drives economic, social and cultural progress as one of the world's most powerful centers of learning, research and creativity.


The Supporting Messages• The Supporting Messages are the key messages that provide a

reason to believe the positioning statement and help define the brand identity.

• These Supporting Messages spell out exactly what key audiences can expect to receive from their UT experience.

• Each promise must be credible, tightly focused, and compelling. • The Supporting Messages are also used by individual Colleges

and Schools to communicate their own unique qualities and characteristics.

• The exact wording of the Supporting Messages are often used in messaging.


The UT Supporting Messages

Leading for Change1.

The University will define what it means to be the leading public research university in the nation by setting a new national agenda on higher education and addressing key issues facing the world.

• How can you show you are you the best?• How are you re-inventing, setting a new agenda, changing

the game?



The University's enduring leadership and impact are grounded in its ability to unify, collaborate and build partnerships, internally and externally, and to instill a commitment among alumni, faculty, students and staff to work together to make this shared vision a reality.

Engaging in a Common Purpose2.

• How are you building lifelong relationships with key constituents?

• How are you working across boundaries, disciplines, departments to solve complex problems?

• How are you working in a unified way toward the common goal of being the best?



The University's culture of innovation and its position as the hub of the leading creative community of Austin drive a continuous focus on new ideas and approaches to address complex economic, social and cultural issues across Texas, the nation and the world.

Focusing on Creativity and Critical Thinking3.

• How are you approaching and solving current problems and issues in a creative and innovative way?

• How are you exemplifying a spirit of innovation in your programs, activities and outreach?



Through its community, its creative culture, its unmatched scope and scale, The University is having and will continue to have a greater impact than any institution of its kind on issues, people and events that are changing the world.

Making the Greatest Impact4.

• How are you improving lives around the world?• How are you advancing knowledge?• How are you impacting economic growth and prosperity?


The UT Brand Personality Characteristics

Personality attributes convey tone of communications.

BOLDPASSIONATE COMPETITIVE

LOYALUNIQUE

INNOVATIVE


The Tagline • The tagline is the public expression of the positioning

statement.

• A tagline is defined as “a statement or motto that succinctly defines or represents an organization’s mission and encapsulates its positioning statement.”

• The tagline must convey a value proposition about the institution that is distinctive, definable, and soundly backed by research findings.

• The tagline must resonate with your many (and varied) constituencies and help to achieve the goals of the communications effort.


The UT Tagline

“What Starts Here Changes the World”

the university of texas at austin new brand strategy

Documents

supporting messages

key messages

brand identity

good positioning statement

universityperceive ut

world8the university

higher education

ut experience