Building Brand Buy-In Through Campus Collaboration
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The document discusses building brand messaging through collaboration at universities. It describes holding workshops and interviews with campus stakeholders to develop a research-driven messaging architecture. The University of Texas and Georgia Tech are used as case studies. At UT, over 2,000 students, alumni, and community members provided input on brand perceptions. Workshops at both schools involved faculty, administrators, and communicators to generate messaging. Developing brand strategies requires understanding campus audiences and involving the community in creating and sharing the brand narrative.
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Building Brand Buy-In Through Campus Collaboration
- 7. Daveâs brand mantra #2 People will support what they help to create. Why Collaborate? @DaveHolston
- 13. Why Brand? ⢠Competition ⢠A consistent brand experience is expected ⢠Strained funding ⢠More channels â mobile, social, web, print, TV, Radio, news ⢠The end of silos and the ivory tower @DaveHolston
- 25. @DaveHolston
- 27. UT Austin Brand Perception Research National Campus Community TexansAlumni 1K7K 450 50 RULE 1: Create a focused, research driven messaging architecture @DaveHolston
- 28. What do you think of when you hear âUT?â ⢠Football ⢠Longhorns ⢠Athletics What are our strengths? ⢠Good faculty ⢠Strong academics ⢠Athletics What are our weaknesses? ⢠Overcrowded ⢠Too liberal ⢠Too much emphasis on football What defines a top university? ⢠Provides highest quality education for students ⢠Attracts the best faculty ⢠Conducts research ⢠Provides lifelong learning ⢠Promotes responsible citizenship Statements about UT ⢠A degree from UT is highly valued ⢠The university community is ethnically diverse ⢠UT is a leading national university ⢠Texans feel cultivating the next generation of leaders is UTâs most important function ⢠Texans believe UT has a positive impact on society, but do not feel that impact in their lives UT Austin Brand Perception Research RULE 1: Create a focused, research driven messaging architecture @DaveHolston
- 29. Georgia Tech Brand Research Participants Students Alumni Industry, Government and non-profits Parents and Teachers Prospective Students 1K 900 575 440 300 RULE 1: Create a focused, research driven messaging architecture @DaveHolston
- 31. :6,D"#$#$8"'G.,,*)/ Positioning Personality Global smarts in the entrepreneurial spirit of the Valley. Your tech gateway to Silicon Valley riches. Notable Language Betterment of humankind⌠illuminating mysteries⌠making sparks flyâŚfostering intellectual breakthroughs The gold standard of technology education/research â world renowned tech center Weâre MIT, youâre NOT. Equal parts prestige and arrogance. A innovative institution pioneering solutions for the world. Overachievers focused on interdisciplinary innovation Birthplace of innovation⌠Inspiring innovators that change the worldâŚand innovate Interdisciplinary approach to problem solving⌠intellectually dynamic and culturally diverse⌠Real genius united by a love for STEM World-class education in an intimate and intense environment Big ideas into big discoveries⌠Amply prepared for the real worldâŚlearning through discovery C.*3#&'(5/+#.-8:(.%"+)-#&'($.)%.*5:( +*.)-#&'(U&/9$.%'.c)(9.$$5=*#&'(/7( #&&/3)-#/&cR.-(-,.*.(0.($#',- Big, diverse liberal urban. NoCal to the core. The epitome of a liberal public university @9AB'C1'4)"*#"'*';5?.-"+D')"-"*)?3'+)$:"%',"--*&$%&'*)?3$#"?#.)"
- 36. Internal Brand Workshop Participants Faculty Administrative Communicators College Communicators Research Communicators 1625 15 10 RULE 2: Involve the campus in developing brand messaging @DaveHolston
- 40. Get them involved ⢠Make it hands-on ⢠Make it a group activity ⢠Make the experience memorable ⢠Make it fun ⢠Document the process with photos @DaveHolston
- 42. Internal Brand Workshop Participants Faculty Administrative Communicators College Communicators Research Communicators 6 23 30 17 RULE 2: Involve the campus in developing brand messaging @DaveHolston
- 44. Exercise: Creative Brief ⢠Creative Brief development â break up into teams and have each group write a creative brief for an audience of their choice. Provide work sheets with the brief questions for them to answer. Have each group share back what they came up with. 1. Why are we communicating? (Goals, overview of situation and communication piece) 2. Who are we talking to? (Current motivations and perceptions?) Complete for your most important audience 3. What do we want them to think? (What reactions do we want to create, how will we solve their problem?) 4. What is the brand personality we want to project? (attitude, tonality, brand voice) Keep to 3 or fewer 5. Whatâs the single most important thing we want people to take away from the communication? (Think in terms of what our âheadlineâ would say) 6. What proof do we have? (proof points, definable rational and emotional benefits for the audience) 7. What does success look like? (The one thing your target thinks, believes, and ultimately does after seeing your communication.) RULE 2: Involve the campus in developing brand messaging @DaveHolston
- 45. Exercise: Word Search ⢠In small teams organized by department, review new brand strategy messaging and highlight the words and phrases that best align with your audiences and needs from the positioning and manifesto pages. Circle three descriptive words at the bottom that best resonate with your group. At Georgia Tech, weâre unbound by the definitions and stereotypes of a âTechnological Institute.â Instead, we embrace a powerfully diverse and exciting blend of brilliant, agile and creative minds. Equal parts science nerd, unconventional artist, astute strategist and change agent, weâre a community connected by an attraction to the ingenious and inventive. Simply put, we love smart â exceptional people, expansive thinking and transformative ideas. But weâre not idle ivory tower âacademics.â Weâre the thinkers, inventors, explorers and trailblazers that discover, invent and create solutions that drive real change in the real world. We love challenges, and expect to push ourselves to stick it out, battle through and discover whatâs new. Itâs not always easy, but defining the future never is. At the end of the day, weâre in the business of creating the next â the next idea, the next technology & the next legion of agile minds well-equipped to imagine and engineer our future. If youâre looking for a place to flex your brain power, to ignite your passion, to support your discoveries, youâll find it at Georgia Tech. RULE 2: Involve the campus in developing brand messaging
- 46. <J")4$-"1'2*%%")':)"*#$6% ! >%($)&$%06)&%4$)&7$)6&#%&$9?)%1,)8#$%&'($) 3#'$+)&.)8#$%&$)%1).($#6'A$,)35'-,'19)3%11$#) C.5#)%,)-'4$)/#.,58&)7$#$)2 &7'14)%)35'-,'19) 6'A$,)3%11$#D)2 &7%&):.5-,)#$/#$6$1&):7%&) &7$'#)8.--$9$)'6)%--)%3.5&B)'1)-'97&).+)&7$) 6&#%&$9?;)*#'19)$E%0/-$6).+)3%11$#6)&.) '--56&#%&$)7.:)&7$6$)8.5-,)3$)6:$$/'19).#) ($#?)6/$8'+'8B)%6)-.19)%6)&7$?)'--50'1%&$)&7$) 6&#%&$9?; @9AB'S1'>%:56:"'#3"'?*,H.-' $%'+":"65H$%&' ()*%+',"--*&$%& 12)3.4/$5-/&
- 52. Georgia Tech Collaborative Design Group (35) ⢠Accessibility Center ⢠Admissions ⢠Athletics ⢠College of Business ⢠College of Computing ⢠College of Design ⢠College of Engineering ⢠Graduate Studies ⢠Government and Community Relations ⢠Licensing and Trademarks ⢠Professional Ed ⢠GT Research Institute RULE 2: Involve the campus in developing brand messaging @DaveHolston
- 58. UT Austin Collaborative Design Group (15) ⢠Public Affairs ⢠Development ⢠Diversity ⢠Admissions ⢠Graduate School ⢠Student Affairs ⢠Operations RULE 2: Involve the campus in developing brand messaging @DaveHolston
- 64. GEORGIA INSTITUTE OF TECHNOLOGY VISION: Georgia Tech will define the technological research university of the 21st century. As a result, we will be leaders in influencing major technological, social, and policy decisions that address critical global challenges. âWhat does Georgia Tech think?â will be a common question in research, business, the media, and government. MISSION: Technological change is fundamental to the advancement of the human condition. The Georgia Tech communityâstudents, staff, faculty, and alumniâwill realize our motto of âProgress and Serviceâ through effectiveness and innovation in teaching and learning, our research advances, and entrepreneurship in all sectors of society. We will be leaders in improving the human condition in Georgia, the United States, and around the globe. WHO WE ARE: Thereâs plenty youâd expect when you hear the term âTechnological Institute.â Bright minds. Innovative ideas. Technological masters. Maybe even smart ânerds and geeks.â But at Georgia Tech weâve never been satisfied just living up to expectations. Weâre unbound by definitions and stereotypes - instead, we embrace an amazingly diverse and exciting blend of brilliant and creative minds. Equal parts science nerd, unconventional artist, astute strategist and change agent, weâre a community connected by an attraction to the ingenious and inventive. Simply put, we love smart â exceptional people, expansive thinking and electrifying ideas. But weâre more than ivory tower âbig brains.â Weâre also by nature tinkerers, inventors and explorers â pathfinders that bring an industrious tenacity to every opportunity we tackle and every obstacle we overcome. We love challenges, and expect to push ourselves to discover new limits. Itâs not always easy, but defining the future never is. Besides, thereâs no feeling in the world like sticking it out, battling through and discovering solutions that power change. At the end of the day, weâre in the business of creating the next â the next idea, the next technology & the next legion of agile minds well-equipped to imagine and engineer our future. If youâve got the brains, the drive & the passion, weâve got the challenge youâve been looking for. KEY GOALS: Goal 1: Be Among the Most Highly Respected Technology- Focused Learning Institutions in the World Goal 2: Sustain and Enhance Excellence in Scholarship and Research Goal 3: Ensure That Innovation, Entrepreneurship, and Public Service Are Fundamental Characteristics of Our Graduates Goal 4: Expand Our Global Footprint and Influence to Ensure That We Are Graduating Good Global Citizens Goal 5: Relentlessly Pursue Institutional Effectiveness WHY WE MATTER: We deliver on our targetsâ tangible and emotional needs We have an established, international reputation (built on decades of history) for being among the best technological universities in the world. Even so, weâre different than many other leaders â with culture thatâs ânice and nerdyâ, open to new ideas that challenge the established way of thinking. But rigor is also in our DNA â we LOVE Smarts, but you have to be dedicated and industrious to succeed here. Though we are at heart a technological university, we are big enough to have a broad-based student body, bringing together multiple perspectives on one campus. But in all we do, we are defining the future â weâre one of the most active research universities in the world. Our ROI is unmatched â we prepare students for immediate real-world work opportunities and our public status helps make it easier to afford tuition without crippling long-term student loan payoffs. Atlanta is a uniquely livable and open city âa true melting pot of cultures, as well as city and campus lifestyles, chosen as a home for some of the biggest companies in the world. Everyday, Atlanta is becoming more and more of a worldwide technological leader , growing by leaps and bounds. BRAND CHARACTERISTICS: Nimble, creative, collaborative, high performing and focused on the grand challenges of our time. BRAND MESSAGING AND DIFFERENTIATORS Audience Inventive & Industrious Unbound Real-World Results Prospective Students At GT, we have the brainpower and the willpower to think it up, map it out and get it done. Weâre equal parts smarts and tenacity, with the spark and the fire to meet any challenge. At GT weâre unbound by stereotypes or limitations â we embrace the brilliance and power of our people and their unique perspectives, putting it all to work to define whatâs next. At GT, weâre firmly rooted in the real world, which is why we prepare our students by working on real-world projects that connect to industry and thought leaders that can define careers. Alumni and Industry At GT we are adaptable, ingenious and tenacious, drawing from a wealth of bright minds and varied experiences to create original solutions for our partners. We team up, map it out and work hand-in-hand to see it through, solving some of our partnerâs toughest challenges, time after time. At GT, weâre built to partner with passion. Unbound by a systemized rigidity or overinflated egos, weâre excited to discover and apply fresh new solutions that capitalize on real world opportunities. At GT, the way we work with partners is simple â we deliver outstanding work and smart solutions engineered to capitalize on real-world opportunities. Itâs a practical, straight-forward and flexible approach that simply works. RULE 3: Make it easy for the campus communicators to adopt the brand messaging
- 66. Overall Students Partners We're unbound by limitations, expectations or stereotypes, which makes it easy to embrace fresh thinking and perspectives and frees us to be bold and daring as we seek new answers. At GT youâll find that we are unbound by stereotypes or limitations â we embrace the brilliance and power of our people and their unique perspectives, putting it all to work to define whatâs next. At GT, weâre built to partner with passion. Unbound by a systemized rigidity or overinflated egos, weâre excited to discover and apply fresh new solutions that capitalize on real world opportunities. Unbound RULE 3: Make it easy for the campus communicators to adopt the brand messaging @DaveHolston
- 67. Overall Students Partners We're inventive and industrious in our approach to any problem, drawing in the necessary expertise, thinking and tools to come up with solutions that have an amazingly broad spectrum of application. At Georgia Tech, we have the brainpower and the willpower to think it up, map it out, and get it done. Weâre equal parts smarts, creativity, and tenacity, with the spark, fire, and vision to meet â and surmount â any challenge. At Georgia Tech we are adaptable, ingenious, and tenacious, drawing from a wealth of bright minds and varied experiences to create original solutions for our partners. We dream big â mapping out new solutions and working hand-in-hand with our partners to solve some of their toughest challenges, time after time. Inventive and Industrious RULE 3: Make it easy for the campus communicators to adopt the brand messaging @DaveHolston
- 68. Overall Students Partners We're focused on ROI in all that we do, which means blazing a path for success by preparing our people and our solutions to have immediate application and demand in the real world At Georgia Tech, weâve created a pathway to success firmly rooted in the real world â which is why we prepare our students by working on real- world projects that connect to industry and thought leaders that can define careers. At Georgia Tech, the way we work with partners is simple â we make it easy to access outstanding work and intelligent solutions engineered to capitalize on real-world opportunities. Itâs a practical, powerful, and flexible approach that simply works. Real- World Returns RULE 3: Make it easy for the campus communicators to adopt the brand messaging @DaveHolston
- 72. Depth and Breadth Scale of Impact City of Ideas The university has a depth of resources, talent and technology, making it uniquely suited to move the nation forward through economic and social discovery, ensuring a vibrant future. The university is able to make a greater impact in the areas of innovation, social and economic growth because of its size and impact in a vast number of fields. Few major universities are centered in a community as vibrant, diverse and exciting as Austin. Because the university offers a unique quality of life built on a tolerant, technological and creative atmosphere, we attract talented people from all over the world. Messaging Pillars RULE 3: Make it easy for the campus communicators to adopt the brand messaging @DaveHolston
- 74. Rule 4: Keep the brand alive over time Show Progress | Report Results | Keep it Present @DaveHolston
- 75. Brand Implementation âSoft launchâ ⢠Let the campus âdiscover and adoptâ the idea ⢠If they see value in it, they will support it ⢠Be flexible ⢠If the community was active in creating it, itâs more likely they will support it ⢠NCAA television ads, weekly news and features, top university publications should all carry the brand. ⢠T-shirts. Itâs all about t-shirts. @DaveHolston
- 110. Dave Holston Email â dave.holston@comm.gatech.edu LinkedIn â linkedin.com/in/daveholston Twitter â @DaveHolston Web â The-Strategic-Designer.com