DSA|BRANDING PRESENTATION By Gus Forward
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FEBRUARY 24, 2012
OVERVIEW|
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Overview 1. My Background 2. Research Insights: DSA Brand Influencers 3. Plan ObjecCves & Strategies
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Background
UH PorMolio
Emerging Network Media Keep Houston Red Campaign
Office of the President
ESPN GameDay
Campus Communicators
You Are The Pride – Video Series Legacy of the Pride Video Khator Biopic Choose Houston TV Spot Cougar Red Friday Video Spots Adventures of Shia Blog
UH Social Media Alliance UH Student Groups UH Pride Ambassadors AMA Member Houston City Hall
Award‐ winning 2012 Directly contributed to 15‐34 UR award entries for 2012 (IABC, AMA, PRSA)
2011 AMA Best in Category Crystal I PRSA Excalibur award implemenCng UH’s Legacy of the Pride Exhibit, winning for Best Nonprofit Event and MarkeIng Video
Branding
Ideas
UH Brand Ambassador
UH Pride Ambassadors
You Are The Pride Campaign
Imagine Campaign
Tier One Campaign
Choose Houston TV Spot
Choose Houston Campaign
Cougar Red Friday Video Spots
Imagine Campaign
Legacy of the Pride Exhibit
Beveled Interlocking UH
Keep Houston Red Campaign 4
RESEARCH INSIGHTS|
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Insights
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Insights President’s Office
Industry Trends
DSA Leadership
DSA Brand UH Brand
CompeItors
Higher Ed Branding 7
Insights
Dr. George Kuh 8
Insights Employer expectaCons of employees have increased • Employees are taking on more responsibiliIes and to use a broader set of skills than in the past • Employees are expected to work harder to coordinate with other departments than in the past • The challenges employees face are more complex today than they were in the past • To succeed, employees need higher levels of learning and knowledge today than they did in the past
Early College Indicators of Persistence and Success • Goal realizaCon • Psycho‐social fit • Credit hours completed • Academic and social support • Involvement in the “right” kinds of acCviCes
Which student demographic is more engaged? • Women • Full‐Ime students • Students who live on campus • Students with diversity experiences • Students who start and stay at same school • Students who have done “high‐impact” pracCce
Increase Odds Students Will: • Invest Ime and effort • Interact with faculty and peers about substanCve majers • Experience diversity • Get more frequent feedback • Reflect & integrate learning • Discover relevance of learning through real‐world applicaIon 9
Insights College is becoming unaffordable • 89% of parents of prospecCve students said “paying for school” was one of their biggest concerns during the college search process • 75% of consumers disagree that “college costs” are affordable • Only 40% say the higher educaCon system provides good value in relaCon to its cost.
Consumers are demanding results • A college must have at least one of these characterisCcs: a bargain price, a well‐known name, or proven results • 47% of Americans say the main purpose of college should be to acquire specific skills and knowledge that can be used in the workplace • 39% say it should be to help an individual grow personally and intellectually. • Only 57% of first‐year students were saIsfied with the relevance of their coursework to everyday life.
People are expressing discontent in higher educaCon
CompeCCon is breeding commodificaCon
• Among ages 26 to 34, 71% of those with a high school diploma and 65% of those with a college degree agree that “colleges are like most businesses and mainly care about the bo_om line,” • 57% of Americans say the higher educaIon system in the United States fails to provide students with good value for the money.
• The number of high school graduates will decline through 2014‐15 • Only 25% of all college students ajend full Ime at residenCal colleges; 75% of all college students are commuters. • Between 2009 and 2020, college enrollment is projected to increase 9% for 18‐ to 24‐year‐olds, 21% for 25‐ to 34‐year‐olds, and 16% for students 35 years old and over.
*Source(s): LAWLOR: Intelligent Marke;ng Solu;ons for Educa;on
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Insights Social Media is Normalizing Transparency 27% of first‐year students felt the admissions or recruitment materials didn’t accurately portray campus. (CIRP) 16% will probably drop the college from their consideraIon list if they don’t find what they need on its website. (Noel‐Levitz) 57% of parents of prospecIve students say a bad experience on a college’s website may have some negaIve effect on their percepIon of the college (Noel‐Levitz) 49% of Americans believe online word of mouth is highly credible. (Word of Mouth MarkeIng AssociaIon) 23% of all adults use mobile or social locaIon‐based services to get direcIons or recommendaIons based on their current locaIon. (Pew Research Center) 61% of parents of prospecIve students prefer video produced by students on campus versus video produced by the college. (Cappex) 53% read posts about the college via social media. (FastWeb) 57% watch videos created by the college (FastWeb) 44% of prospecIve students have “liked” a college on a social network(FastWeb) 76% of all 12‐ to 17‐year‐olds use social network sites (Noel‐Levitz) 64% to watch a college’s videos (Noel‐Levitz) 62% of these students wanted to use it to access a college’s social media assets (Noel‐Levitz) 14% of prospecIve students have viewed a college website via their mobile device(Noel‐Levitz) 40% of 13‐ to 17‐year‐olds own a smartphone device. (Nielsen)
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
11 100%
Insights 2012 Social Media PredicCons 1. 2. 3. 4.
Businesses consolidate social media acIviIes 17. Businesses will integrate new content Photo and video social networks will blossom consumpIon pracIces Brands embrace real Ime 18. The “applificaCon” of social media conCnues Company strategy takes center stage for social 19. More “branded” facebook apps are on the way media 20. More do it all services will become available 5. New apps will help content overload 21. Convergence of social and mobile 6. Businesses outsource content creaCon 22. Marketers embrace mobile 7. Advanced analyCcs are coming from the 23. Email and social call it a truce masses 24. Businesses fall in love with e‐mail markeIng 8. Regularly creaIng unique content becomes again essenIals 25. TradiConal markeCng interweaves social media 9. Businesses learn to choose the right channels 26. The blue collar bloggin revoluIon heats up 10. Facebook’s growth inspires unique Facebook 27. Marketers learn to crai the message to get markeCng experiences above the noise 11. CompeCCon on Google+ rises 28. The social media gap widens 12. YouTube provides a social experience 29. Businesses invest in quality content 13. YouTube takes the lead 30. Rise of the social media specialist 14. YouTube rises to top of mind 15. More social media players will join in 16. Marketers will adopt smarter social media 12 tools
Insights Social Media for Higher EducaCon
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Insights
Key Takeaways Keys to Sustaining Student Success • Student Success becomes an insItuIonal priority when everyone‐‐ especially campus leaders‐‐make it so • Measure and act on what majers to student success • Stay posiIvely restless • We must embrace the lineage of our students • Campus cultures do not change easily or willingly. • To foster more student success we must use promising policies and pracIces more consistently throughout the insCtuCon The Major Tasks • Reflect – on their experiences inside and outside the classroom • Integrate – see the connecIons between different courses, out‐of class experiences, and life beyond the insItuIon • Apply – use what one has learned in different selngs presenCng novel challenges and opportuniIes (e.g., wriCng across the curriculum)
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Insights President’s Office
Industry Trends
DSA Leadership
DSA Brand UH Brand
CompeItors
Higher Ed Branding 15
Insights
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Insights
Student Success
Freshmen Reten;on Rate Tier One Freshmen Recruitment Gradua1on Rate Freshmen Acceptance Rate Alumni Giving Rate Annual Enrollment
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Insights
Measuring Student Success Freshman Retention Rate
2008 77%
2011 81%
Graduation Rate (6 Year)
43%
46%
Percentage of Freshmen in top 20% of high school class
46%
55%
Freshmen Acceptance Rate
77%
63%
34,663
39,825
5%
13%
Measure
Enrollment Alumni Giving Rate
*Source(s): President’s Fall 2011 Report
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Insights
Annual Student PopulaIon 8000
Texas
Campus Residency Number
Harris County Adjacent Counties 6000 Other Texas Counties Subtotal Texas 4000
22,440 8,609 4,422 35,471
Percent 56.4 21.6 11.1 89.1
984
2.5
3,365 4,349
8.5 10.9
Out-of-State2000 International Subtotal Non‐Resident 0
TOTAL
Fall 2009
Fall 2010
Fall 2011 1
Fall 2012
39,820
*Source(s): President’s Fall 2011 Report
Fall 2013
100.0
Insights President’s Office
Industry Trends
DSA Leadership
DSA Brand UH Brand
CompeItors
Higher Ed Branding 20
Insights
Top Southwest CompeItors High‐achieving students who were admijed but did not enroll at UH.
*Source(s): UH Ins;tu;onal Research, 2011
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Insights President’s Office
Industry Trends
DSA Leadership
DSA Brand UH Brand
CompeItors
Higher Ed Branding 22
Insights
DSA Leadership ExecuIve Leadership Strategic Planning
MarkeIng & CommunicaIons Commi_ee Innovate | Communicate | Engage | DifferenCate | Recommit
• Provide outstanding programs and services to encourage student engagement and learning in support of student success. • Create a vision and direcIon for Student Affairs • Alignment with UH strategic iniIaIves • Encourage innovaIon and creaIvity • Develop a framework for allocaIon of resource
• Establish and maintain DSA brand that supports division’s strategic goals • Implement markeIng communicaIons campaigns that arCculate how Student Affairs programs and services are impacIng student success • Devise divisional and unit annual assessment plans • Alignment division resources (staff & funding) for maximum producCvity • Improve program content and customer service communicaIon
*Source(s): DSA Staff Presenta;on, Oct. 7, 2011
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Insights President’s Office
Industry Trends
DSA Leadership
DSA Brand UH Brand
CompeItors
Higher Ed Branding 24
Insights
“SupporCng Student Success” 25
Insights
What is Higher Ed Branding? Answer • Higher Ed Branding is the market’s expecta1on of an experience dis1nc1ve to an ins1tu1on.
DisIncIon
• The most efficient means by which an ins;tu;on can communicate that it cares about and is thinking of the customer (i.e., “Designing the Experience”)
Our Role
• Most notably, branding in higher educa;on is about who we are, and is not limited to what a par1cular product offers the marketplace. 26
Insights EDUCATIONAL BRAND (e.g., division, college or university)
InsItuIon’s Academic ReputaIon
InsItuIon’s Personality
Congruent w/ its Mission
Defined by its Values 27
Insights
Approaches & Best PracIces •Creed ‐ Delve into an insCtuCon's history, culture, and mission to discover and define the disCncCve elements of the experience that can be the basis for a compelling brand or market posiCon •Research ‐ Rigorously test those ideas with key consCtuents to determine which elements will have the most powerful impact on their decisions and define a more compeIIve market posiIon. In addiCon, model and predict the ROI impact a brand or market posiCon will have on Student Success objecCves •Longevity ‐ Create a brand of substance, disCncCon, and meaning ‐ based on this rigorous market analysis ‐ that becomes the foundaCon for how an insCtuCon defines itself *Source(s): LAWLOR: Intelligent Marke;ng Solu;ons for Educa;on
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Insights President’s Office
Industry Trends
DSA Leadership
DSA Brand UH Brand
CompeItors
Higher Ed Branding 29
Insights
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Insights
Brand Values (What does the University of Houston stand for?)
Diversity
InnovaIon
Hard‐Work
Real World
Houston
Empowerment
Global
InquisiIve
Resourceful
Professional
Build the city
Success
InternaIonal
Future‐thinking Constant improvement
Inclusivity
Focused
Acceptance
Work ethic
Knowledge generator
AuthenIc goals Community‐ oriented
Entrepreneurial spirit
PragmaIc
Independent
community rejuvenator
opportunity maker 31
Insights
Personality and Voice Confident
Entrepreneurial PragmaIc
Inclusive
AmbiIous
Genuine
Bold
InquisiIve
Resourceful
Diverse
Determined
Level‐headed
Dynamic
Independent
Hard‐working
InspiraIonal
Driven
Grounded
EnergeIc
Self‐Made
Mature
Generous
Disciplined
AppreciaIve Modest
How we think of UH – raConal traits
How we feel about UH – emoConal traits
Other ideas: unconvenConal, visionary, aspiraConal, persistent, tribal, endearing 32
Insights
Brand Promise
Imagine Greater CreaCve Partnerships Powerful Vision. Inspiring Results Learning. Leading. Choose Houston
DSA Cares Empowering Student Success Engineering Student Success SupporCng Student Success
DSA
You Are the Pride Inspired Results Empowering Success Research for the Real World
University of Miami – EducaCon Meets the World Rice University – UnconvenConal Wisdom Texas A & M University – CreaCng a Culture of Excellence Texas Tech University – From here, it’s possible TSU – Excellence in Achievement TCU – Learning to Change World Baylor – Faith is the FoundaCon for Forward Thinking
Other UniversiIes
Houston’s University Greater Heights
UH Ideas
Internal message that sums up the brand and immediately resonates as the essence of the university – a message of empowerment.
Student Success: Imagine More. Imagine Greater. 33
Insights
Ideal PosiIoning
What would we like to become? • Centralized/one university • NaIonally and globally recognized • The first choice school in Texas • Tier One in every way • An exciIng desInaIon • Top‐funded university • More selecIve • Beloved by all alumni • Modern and metropolitan • A research powerhouse • Locally respected in Houston
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Insights
Points of DifferenIaIon
What makes us different from our compeCCon. • • • • • • • • • • • • • •
Working professionals Immediate access to the real‐world Wider age‐range of students Non‐tradiConal students with experience Diversity leads to edge in the workplace Direct preparaIon for career in Houston PracCcal wisdom learned here Students are own people, not molds Upward/Forward momentum at high speed Top emerging university in Texas Most Value Colleges in the NaIon Great Colleges to Work For TX Top Green School in TX Affordable price
• 4th largest market • Medical Center, Ship Channel, Energy Corridor • Major sports and cultural offerings • Unique, ranked programs • Hotel & Restaurant • Management • CreaCve WriCng • Optometry • Entrepreneurship Program • Space Architecture • Health Law • IP Law 35
Insights • Enliven school spirit, ensure they are just as excited about where they are going (UH), as what they are gelng (an educaIon).
• Give them permission to publicly flaunt their alma mater.
Students
Alumni
Audience Messaging Goals
Faculty • Re‐engage and reward engagement to the school beyond their curriculum.
PerspecIve Students • Change percepIons to make UH a top choice, not a fall back. 36
PLAN OBJECTIVES & STRATEGIES|
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MarkeCng Scope
Plan ObjecIves • •
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Re‐launch the DSA vision (“suppor1ng student success”) in a way that is meaningful, compelling and moIvaIng to all our audiences. Put forth a sustainable markeIng communicaIons plan designed to create consistency of both the insItuIonal brand (UH) and its prominent brand extension (DSA) in the marketplace. Unite markeIng communicaIons among our various audiences and consCtuencies to drive measurable results.
Key Strategies • • • •
ArIculate an overarching posiConing strategy – bigger and more encompassing than a single tagline (“suppor1ng student success”). Demonstrate how this strategy can be communicated consistently and regularly among all UH audiences. Devise a brand launch and maintenance tacIcal plan that includes flexible communicaCons “modules” or tools that creaIvely express our overarching strategy. Enable various markeCng communicaCons staff and non‐related staff members to smartly align their division/college/department’s strategic goals with the DSA brand. 38
TacCcs Strengthen Management Infrastructure Enhance Emerging Media Efforts Implement a mix of tradiConal/ untradiConal metrics strategies & tacCcs
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TacCcs QUESTIONS BRAND oversight for all DSA markeCng communicaCons efforts to enhance their respecCve department’s and division’s strategic goals (e.g. internal ad approval process)? Customer Management MarkeCng, communicaCons and customer service effecIvely engaging primary target audiences? Strategy
IdenCfied which tools work best to engage a parIcular audience segment (e.g., social media, video, e‐mail markeCng, staff or student creaCve)
IdenCfied which tacCcs and trends are producing ROI outcomes (e.g., student engagement events, e‐communicaCons, social media, video and photography)
Determined best strategic pracCces for customer retenIon (e.g., markeCng to 1‐year, sophomore, commuter and Brand transfer students)? OrganizaIon Management Management Strategy Brand consistency across all markeCng, communicaCons and social media plauorms (e.g., Internal/External research)?
DSA
Brand idenIty helping us posiCon our markeCng and sales strategies (e.g., division/campus buy‐in)?
InnovaIon driving customer growth? (e.g., social media, e‐communicaCon strategies engaging audiences to engage, enroll)
Leveraging the latest markeCng tools (e.g., social media, ad retargeCng) to understand our customer ethos?
How are we profiling our target audiences? (e.g., purchase behaviors, industry trends, social media, demographic and geographic informaCon)
Resource/InformaIon sharing? (e.g., Social media only an external communicaCon tool?)
How much emphasis is placed on markeCng in the division’s strategic planning process? InnovaIon InformaIon Management MarkeCng strategies and tacCcs (e.g. media ad campaign, social media, special events, videos) clearly linking to the Management division’s valued outcomes? Strategy
Experienced, resourceful leadership in place to manage these iniCaCves and processes?
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TacCcs Strengthen Management Infrastructure Enhance Emerging Media Efforts Implement a mix of tradiConal/ untradiConal metrics strategies & tacCcs
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TacCcs
Emerging Media
Integrate email and social media markeIng, online
adverIsing, and the latest SEO tacIcs into a plan that aligns with the division’s new strategic goals (e.g., interacCve DSA e‐newslejer) 42
TacCcs Strengthen Management Infrastructure Enhance Emerging Media Efforts Implement a mix of tradiIonal/ untradiIonal metrics strategies & tacIcs
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Project Management
TacCcs
Setup MarkeIng Audits w/ Student Success Programs In complex systems like DSA, SMART objecCves contain the potenCal to focus ajenCon, work plans and commitment to performance targets. Basic QuesIons: Am I doing what I planned? Is my work having the impact I anCcipated? Are changes needed in my plan?
Tap Mutually Beneficial RelaIonships Develop a resource hub of influenCal students, faculty, staff, alumni and community members to maximize communicaCon, efficiency and content within the division
Establish Accountability Stakeholder briefings, master project Cmelines, monthly reports w/ metrics analyCcs spreadsheets
Increase Resources via CollaboraIon w/ Division and University Community Office of University RelaCons, colleges, DSA groups, student groups, campus communicators, ad‐hoc campus and student groups 44
TacCcs
OrganizaIonal Buy‐in Campaign
Internal Focus Groups & Ad‐Hoc Commi_ees • Mix of target audiences, movers/ shakers and stakeholders
MarkeIng & CommunicaIons Strategies • Shape plans for enCre division, emphasis on branding
Report Findings to DSA Leadership • Influence campus buy‐in for future campaigns
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TacCcs
IDENTIFY BRAND DEFINITION – Two‐month campaign to conduct primary research on the image and reputaIon of DSA – Discover new insights that posiCon DSA as a posiIve brand extension of the university MarkeIng Goals
Drives Strategy
???
Core Values
Drives Focus
???
Brand Promise
Drives AcIons
???
PosiIoning
Drives Messaging
???
Tone & Personality
Drives relaIonships, creaIve strategy
??? 46
MarkeCng Plan
1‐YEAR PLAN
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MarkeCng Plan
1‐Year Plan Project Management System
Review Metrics
IdenCfy Brand DefiniCon
Launch DSA Plan 2.0
OrganizaConal Buy‐in Campaign
Strengthen Management Infrastructure 1
Revise Plan ObjecCves & Strategies
FUTURE INITIATIVES|
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IniCaCves DSA Cares Campaign | #SSS2012 100 Days Campaign • Campus Buy‐in • Announce Student Success Master Plan Launch Student Success 2.0 • InteracCve Newslejer • UC RenovaIon | Outdoor Signage • DSA TV • Founder’s Day Event • Keep Houston Red • Campus Signage • Project Success IniCaCve • DSA Community Service Challenge • SFAC Scholarship • DSA 123 Challenge • PUMA OrganizaIon
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Reference Links 1. DSA PresentaCon 2. Professional Poruolio 3. Keep Houston Red Poruolio
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QUESTIONS|
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