1. EXECUTIVE COMMITTEE – MAY 1, 2017
Brand Development
EXECUTIVE COMMITTEE – MAY 1, 2017

2. Project Timeline Project Planning April 2016 May-July 2016 Secondary
Research
Primary
May and Oct. 2016
Research Firm Selection
Spring 2016
Analysis &
Strategy
Creative
Development
Build Out &
Planning
Launch:
Fall 2017
June - Aug. 2017
Jan. – March 2017
April - May 2017

3. Key Findings - summary
Our image in the marketplace is relatively undifferentiated.
- “vanilla in a sea of vanilla”
Gaps between students’ expectations and perceptions.
- academic quality, career/grad school prep, location advantage,
hands-on learning
We perform well against competitors on 5 of 6 key choice drivers.
- academics is the one we don’t rate highly on
Differing views of strengths among students/alumni and faculty/staff.
- students and alumni rate academic quality higher than faculty/staff
High satisfaction but lower levels of willingness to recommend.
- 43% of faculty are unwilling to recommend UAlbany to prospects
Personas provide insights into student motivations and self-identity. 3

4. Next step – shaping our narrative
We are testing two “narratives”
One focuses on Location and what it signifies
Concretely – access to careers, ability to shape the world
Symbolically – the capital of the Empire State, “New York State of Mind” (confidence, personal agency, open to all people/cultures)
One focuses on Transformation
Students transform themselves
The University transforms students and the world
Personal Agency is a key concept (the university is your partner; students are not needy or subordinate) 4

5. 1: Gateway to New York and to the World
Located at the capital of higher education in the state, the University at Albany is the gateway to New York—and beyond.
Close to both New York State government and the world’s leaders in business, industry, and arts, the University at Albany is uniquely positioned to put students and faculty at the center of the action.
The university features a constellation of academic strengths that leverage its location advantage, (such as renowned programs in public policy, engineering, education, business, emergency preparedness, arts and sciences, and much more).
The energy and knowledge gained through this uniquely New York experience empowers students and faculty to explore beyond geographical borders and lead the way into a new and different state. A state of independence. A state of readiness. A state of adventure.
UAlbany students and faculty reflect the very best of New York—both its present and its future. A vast and influential network of alumni is already making a great impact across the state today, and stands ready to assist the next generation of New Yorkers as they prepare to make their own impact on the state—and the world—tomorrow. 5

6. 2: Agent of Positive Change
No matter where they start out in their journey, the University at Albany is designed to help individuals forge a path to where they want to go.
That’s because UAlbany is committed to transforming the world—and transforming lives—in partnership with its students and faculty. This relationship begins with a challenge to all to bring the very best that they have offer to UAlbany. And in return the university promises to give back every bit of that spirit, energy and purpose—with the goal of creating a new generation of leaders willing and able to meet the changing demands of an ever-changing world.
With a diverse but focused curriculum—including renowned programs in public policy, engineering, education, emergency preparedness, arts and sciences, and many other disciplines—the university provides an ideal mix of exploration and direction. This enables everyone at UAlbany to become the authors of their own success stories, and to make the positive and meaningful changes they seek in their own lives, their communities, and the world.
For any student, the university experience is a journey. As a partner on that journey, the University at Albany empowers students to always remember where they came from—but to never let that limit where the future can take them. 6

7. Feedback Narrative 1: Gateway to New York and the World
Leadership prefers this because of its ability to differentiate us, and that some of our best programs are directly related to our location.
Faculty, staff and students find it confusing (“we are not in NYC”), but they like the tone
Some think it sounds too much like a travel advertisement for the State.
Narrative 2: Agent of Positive Change
Faculty, staff and students prefer this one.
They like the idea of “partnerships” (students:faculty, university:community)
Overall observations
Academic quality needs to be more prominent.
Aligning Brand Development with Strategic Planning is smart.
(Nobody has mentioned Research or our “R-1” identity.) 7

8. Next Steps Refine the Narrative – May
Confirm the Narrative with Key Audiences - June
Build out Brand tools – June
Positioning statement
Brand Print (message map)
Develop Creative Treatments – July
Prepare for Launch – August
Launch – September