1. Brand
VS.Campaign?
Brand
+Campaign?
OR
Balancing short-term and long-term goals in Higher Ed Marketing
1
2. Teri Lucie Thompson
University of Arizona
@terilucie
Bill Faust
Ologie
@williamfaust
2
3. our agenda for today
Brands vs. Campaigns
• Defining a brand platform
• Defining a campaign platform
What is a “brand campaign”?
• Some examples outside and inside higher ed
Insights and conclusions
3
4. Historically...
brand campaign
• came first
• more about identity
and experience
But these lines are blurring.
• came second
• more about promoting
something specific
4
5. A brand platform is typically...
• A longer-term proposition (5–10 years or more)
• A filter for many decisions (beyond communications)
• A tool to drive PERCEPTION
• Derived from organizational purpose
• Lived and reinforced over time
• Created for all stakeholders
5
6. A traditional campaign
platform is typically...
• A shorter-term proposition (1–3 years or less)
• More about promoting something specific
• A tool to drive behavior (call to action)
• Derived from a focused message strategy
• Focused on near-term results
• Tailored to selected stakeholders
6
7. A brand platform includes
brand strategy
+
experience
More about the WHO and WHY
(we are) (we exist)
7
8. A traditional campaign platform includes
message strategy
+
story
More about the WHAT and HOW
(we offer) (you benefit)
8
9. Strong brands often use campaigns
to sell ideas... not just “things.”
campaign
platform
brand
platform
“brand campaign”
9
27. Expressed in many ways...
the sign off
(Ding!) You are now free to move about
the country.
The employee promise
Freedom begins with you and me.
the company store
The Freedom Shop
29
51. But what makes these successful
brand campaigns?
• They are AUTHENTIC
• They are ASPIRATIONAL but grounded in
reality (see above)
• They are SIMPLE, clear, and engaging
• They convey a strong POINT OF VIEW
• They are timeless (some have run for decades)
60
52. But in higher ed...
• Branding is still relatively new (10–15 years)
• Campaigns are typically very focused
– on recruiting students
– on raising money
• Resources are scarce
Can a brand campaign be succesful?
61
56. We are Makers.
(the big idea)
• STEM leadership
• A history of innovation and discovery
• The eureka moment
• The Boilmaker story
which
stands
for
“What we make moves the world forward.”
(expressed more broadly)
65
62. Public Value
Outcomes and outreach in:
• Health
• Economics
• Environment
(the big idea)
• Culture/Art
• Athletics
• Social Mobility
“That’s the power of public.”
(expressed more broadly)
which
stands
for
73
69. Boundless
(the big idea)
• A shared mind set – unlimited potential
• A shared spirit – Bear Down
• Both literal and figurative
• Never Settle – the strategic platform
“Bigger questions. Better answers. Bear down.”
(expressed more broadly)
which
stands
for
80
72. HERE FOR
BUSINESS?
SO ARE WE.
NO. 2
PUBLIC
ENTREPRENEURSHIP
PROGRAM
130+
INVENTIONS
DISCLOSED AND PATENTS
FILED (2013)
NO. 1
FEDERAL RESEARCH
FUNDING
(BUSINESS FACULTY)
#BUSINESS #BEARDOWN ARIZONA.EDU/BEARDOWN
84
73.
74. the bottom line
A successful brand campaign...
... sells an idea, not a thing
... conveys a brand’s essence but in
tangible ways
... aligns with people who share the
brand’s philosophy
87
75. But it can also move metrics (over time).
• awareness
• engagement
• enrollment/advancement
• perception
• trial or consideration
• internal alignment
+
88