DSA Presentation

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.

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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.

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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.

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PLAN OBJECTIVES & STRATEGIES|

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MarkeCng Scope

Plan ObjecIves • •

•

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.

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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 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

???

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MarkeCng Plan

1‐YEAR PLAN

1

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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