1. FEATURE Attribute Brand Basics: How we tell our story to undergraduate prospects and parents. Undergraduate Program Office McCombs School of Business This is a living document. It is not etched in stone, but it is based on careful discussion between the undergraduate program office staff and the marketing staff of the Communications Office. If new information is identified that changes any of the brand direction specified here, then appropriate modifications should be made. Brand is a process, not a destination, and we encourage constant review of the principles listed here. However, consistency is a valuable tool in communicating brand, so every effort should be made to adhere to these message guidelines unless there is clear reason to do otherwise. The brand positioning language used by the undergraduate program office should be complementary to the overall school brand. To that end, these messages are organized into the same five message categories: Features or Attributes Appealing to Prospective Students and Parents—BBA 0 Degree of influence on the decision to inquire, apply or enroll 10 0 Degree to which this is unique to McCombs relative to peer schools 10 Opportunities to Differentiate Institution: Driving Boundless Opportunities Academic: Developing a New Breed of Leadership Student: Working Smart—Earning Success Culture: Nurturing a Global Perspective Graduate/Alumni: Changing the World FEATURE Attribute Key Advantages Important Basics Areas to Improve Features are organized within quadrants based on the degree to which they are both important to the decision to inquire, apply or enroll, and the degree to which they are important points of distinction for the McCombs program. The closer they are to the upper right hand quadrant, the more important they are to the key audience. The color categories correspond to the five brand message categories. Features are linked by color lines to show the relationships between them. For example, when talking about expertise (lower left quadrant) it is important to link it to being supportive, which is a McCombs area of distinction. Likewise, categories also link down the chart. For example, the value message can be told in terms of how affordability and abundant resources work hand in hand, which are both areas of high interest for prospective students and parents. REDACTED CHART FEATURE Attribute FEATURE Attribute FEATURE Attribute FEATURE Attribute FEATURE Attribute FEATURE Attribute FEATURE Attribute FEATURE Attribute FEATURE Attribute FEATURE Attribute FEATURE Attribute FEATURE Attribute FEATURE Attribute FEATURE Attribute FEATURE Attribute FEATURE Attribute

2. FAB Analysis Prospective Students and Parents—BBA STUDENT CHARACTERISTICS Working Smart – Earning Success Top-ranked students from around the world, working in a fair and collegial environment, in a program that opens opportunities to go anywhere. Sharing the learning experience with peers who are engaged in the learning process, and equally motivated to achieve. Participating in a process that is outcome focused and proven. FEATURES/ADVANTAGES BENEFITS OPPORTUNITIES – chance to go anywhere from here - Active students, positive modeling, see leadership in action, challenging, exposure to more activities - Supportive student community, with healthy competition, people you can relate to, a common bond Performance Advantage: I am proactive. I am supported in my goal achievement. Personal Development: I gain perspective on life, leadership and business. Sense of Belonging: I am associating with interesting people. I am building my network. Altruism: I am making a difference. Ego Reinforcement: I am part of something great. Sense of Belonging: I will have friends for life. There’s going to be someone like me. Career Vitality: I will build my business network and thus be more career resilient. QUALITY STUDENT BODY – diverse, interesting, engaged and collegial - Diverse student body, by gender, ethnicity, geographic region, nationality, age, interests, majors, etc. - Smart students, elevate class discussions, cover more material, challenging, with a competitive yet collegial spirit Sense of Belonging: I will fit in and find someone like me. There is room for variation. Personal Development: I am part of a student experience that is broadening, eclectic and global. Performance Advantage: I will learn from those around me. Good role models. Performance Advantage: I will get a better education. It raises my game. I’ll be a critical thinker. Sense of Belonging: I belong here. Ego Reinforcement: I am smart and interesting, too. I belong with this crowd. Enjoyment: I will never be bored. I will meet interesting people. Personal Development: I am being sharpened for my career. DEVELOPMENTAL (PERSONAL) – outcome focused and planned - FIGs, small college experience, personal attention, personal resources, built-in study groups, long-term friendships, easier registration, cohort experience Emotional Safety: I am not a number. I am known by someone in the Dean’s office. Sense of Belonging: I have friends and confidence. Performance Advantage: I have a built-in study group. It helps me academically. Performance Advantage: Stuff gets explained to me. Detailed and timely explanations. GRADUATE/ALUMNI CHARACTERISTICS Changing the World A network of 81,000 alumni in 118 countries, linking graduates to opportunities around the world. Mentors who introduce students to new ideas, industries and business approaches. Evidence of the success and prestige of the school and its programs. FEATURES/ADVANTAGES BENEFITS OPPORTUNITIES – to go anywhere from here - Network of mentors and guidesPerformance Advantage: I have connections that will help me in my studies and career. Confidence: I have examples of successful career paths Personal Development: I will learn from top business leaders, many of whom graduated from here. Career Vitality: I will be part of a network of elite performers who will support me. CULTURAL CHARACTERISTICS Nurturing a Global Perspective A vibrant and diverse learning society, hosted in a city with one of the most highly educated populations in the country. Welcoming and inclusive student environment. Programs that open the door to real-world experience, international perspective, and world-class corporations. FEATURES/ADVANTAGES BENEFITS DIVERSE STUDENT ENVIRONMENT – welcoming and personally enlarging atmosphere for students of all backgrounds, ethnicities, nationalities, etc. Culturally broadening opportunities. Sense of Belonging: I am welcomed for who I am. Social Diversity: I will find both familiarity and new discovery here. Personal Development: I will be world-wise and enlarged in my viewpoints. Enjoyment: I will live in an eclectic and cosmopolitan environment. I will never be bored. REDACTED CHART Actual version is four pages, broken down by category.