Branding Partner-- Cavelle Consulting Group Bob Harty, President – –Started last year with a charge to: Evaluate the University’s perception in the minds of its key stakeholders; Align communications strategy with University’s strategic plan; Unveil the university’s brand; Develop a long-term marketing plan; Conduct a communications audit of CSU outreach materials; Provide consultation on the development of a PR office strategic plan; Provide strategic and tactical counsel for marketing, student recruitment and branding issues.
Market Research Process 25-30 interviews with key audiences Focus Groups with two classes of freshmen (~45 total) Resulted in much larger sample size than originally planned Analysis of all communications, publications and Web site Cross-reference with survey results from 2008 strategic planning process (2,500 participants) 3 CSU Branding Report
The Importance of Brand Competitive differentiation –Student & faculty recruitment –Private and public funding What it is –synonymous with your reputation; –your major differentiator in the competitive marketplace; and –tells people who/what you are and why they should care What damages it –trying to be all things to all people; –promises ≠ reality; –lack of presence among key audiences; –lack of consistency in content and presentation; and –a profusion of sub-brands without strategic import 4 CSU Branding Report
The Foundation Reason for existence, aspirations for future The Icons Symbols experienced by the 5 senses; iconic to brand The Features Relevant, tangible, verifiable characteristics The Benefits The positive “end result” produced by the brand The Reward How the brand makes users “feel” The Value Principles, ideals Sum of the brand’s behavioral, emotional traits The Personality
Columbus State University’s brand Brand attributes (those elements that may not be specifically mentioned in the summary statement, but are very much a part of our brand) Academic Excellence/Quality Growth-oriented/on the move Success-oriented Diversity Engagement Partnership/community
Columbus State University’s brand Brand summary statement (the sentence that summarizes what makes us special and guides our marketing efforts) Columbus State University provides a creative, deeply personal and relevant college experience.
Columbus State University’s brand Suggested ‘elevator speech’ With nationally distinctive programs in the arts, education, business, nursing – and more – Columbus State University provides a creative, deeply personal and relevant college experience for students interested in realizing their full potential. Serving the Southeast, while attracting students from around the world, Columbus State University delivers academic and civic excellence for students who want to achieve personal and professional success in an increasingly global environment.
Columbus State University’s brand Marketing/advertising ideas for future: – –Continue name recognition efforts, especially outside of the Columbus region – –Reinforce “deeply personal” and “relevant” – –Reinforce quality/academic distinction – –Illustrate personal involvement in both narrative, video an photography – –Attempt to capture “magical teaching moments” throughout the University
Columbus State University’s brand: Taglines – –Continue the “It’s your life….” theme, where appropriate. – –Discontinue “It’s your classroom” element in favor of personal experiences. – –Suggest not adopting a university-wide label or tag line, pending work of the “special designation” faculty committee.
Building the CSU Brand With nationally distinctive programs in the arts, education, business, nursing – and more – Columbus State University provides a creative, deeply personal and relevant college experience. Serving the Southeast, but attracting students from around the world, Columbus State delivers academic excellence for students who want to realize their full potential and find a meaningful career path. The Foundation
Building the CSU Brand The Clock Tower Cougar “Degrees of Success” “It’s your world. It’s your life. Take part in it.” The Icons
Building the CSU Brand High-quality education Personal, relevant educational experience Creative epicenter Diverse environment Charming community with metropolitan attributes The Features
Building the CSU Brand Quality education, close to home Interaction with professors Many ways to get involved on a high-level (NCAA sports, international study, Servant Leadership, undergraduate research) Strong career prep / Fortune 500 internships Immersion in a creative, dynamic community The Benefits
Building the CSU Brand Pride Belonging (close to friends, family) Unique (not an ‘educational corporation’) Accomplishment (many 1 st -gen students) Independence (dorms, downtown living) Relevance The Reward
Building the CSU Brand High ethical values Strong creative environment High aspirations Strong student focus The Value
Building the CSU Brand Career preparation, enhancement Personal attention in diverse environment Creative, aspirational culture Community cohesiveness; metropolitan benefits Strong, passionate leadership; university on the rise The Personality Columbus State University provides a creative, deeply personal and relevant college experience.
The CSU Brand Next steps –Finalize brand positioning –Adopt new logos –Incorporate new logos, URL and brand message into all new outreach materials –Create supporting content that assists entire university incorporate the revised CSU brand into all University outreach. CSU Branding Report 18