Presentation on theme: "W HAT S TARTS H ERE C HANGES THE W ORLD The University of Texas at Austin New Brand Strategy New University Brand Strategy Workshop February 28, 2011."— Presentation transcript:
W HAT S TARTS H ERE C HANGES THE W ORLD The University of Texas at Austin New Brand Strategy New University Brand Strategy Workshop February 28, 2011
W HAT S TARTS H ERE C HANGES THE W ORLD The Opportunity “This is our moment. There is something very special about being public in higher education. And we have a new way of thinking about the role of a university.” - President Powers
W HAT S TARTS H ERE C HANGES THE W ORLD Taking It To The Next Level Elevate UT’s leadership reputation through a comprehensive brand strategy Secure state support and funding Engage alumni and motivate contributions Retain and attract the best and the brightest students and faculty from all over the world Foster relationships with corporations Unify the messaging across colleges and non-academic units with a singular vision and voice that speaks to key audiences
W HAT S TARTS H ERE C HANGES THE W ORLD Research Provided Direction Enormous pride in university Perceive UT as an “enduring leader” like Berkeley, Michigan Key attributes to enhance our leadership position: – Academic strength – Value of education experience – Goal to be the best – Position for the future Top communications challenge: Motivation to get more involved with UT and to actively contribute to achieve the vision
W HAT S TARTS H ERE C HANGES THE W ORLD Development of Marketing Materials Integrated Marketing Plan: Internal & External Integrated Marketing Plan: Internal & External Positioning Statement Tagline Elevator Speech Supporting Messages Internal Roll-Out: Education & Executional Materials Internal Roll-Out: Education & Executional Materials Communications Planning & Execution Communications Planning & Execution External Roll-Out: Marketing Plan: Traditional & Electronic External Roll-Out: Marketing Plan: Traditional & Electronic Evaluation & Tracking Evaluation & Tracking
W HAT S TARTS H ERE C HANGES THE W ORLD Brand Strategy Elements
W HAT S TARTS H ERE C HANGES THE W ORLD “Game Changers” The UT Target Audience Mindset Global/Diverse Embrace and Expect Change Smart Youthful
W HAT S TARTS H ERE C HANGES THE W ORLD The Brand Positioning The UT Brand Positioning distinguishes it within its market by succinctly explaining how its offerings are different and/or better than its top competitors. A good positioning statement is aspirational, using research to express how the institution wishes to be perceived, as well as being true, relevant and motivating to its key audiences. A positioning leads the strategic communication effort, but is not used publically in the messaging.
W HAT S TARTS H ERE C HANGES THE W ORLD The University of Texas at Austin Positioning The University of Texas at Austin, a global community united in creating a new vision of leadership in higher education for the next generation of leaders, will have more impact on changing the world than any institution of its kind. With a depth and diversity of assets unmatched by other universities, it drives economic, social and cultural progress as one of the world's most powerful centers of learning, research and creativity.
W HAT S TARTS H ERE C HANGES THE W ORLD The Supporting Messages The Supporting Messages are the key messages that provide a reason to believe the positioning statement and help define the brand identity. These Supporting Messages spell out exactly what key audiences can expect to receive from their UT experience. Each promise must be credible, tightly focused, and compelling. The Supporting Messages are also used by individual Colleges and Schools to communicate their own unique qualities and characteristics. The exact wording of the Supporting Messages are often used in messaging.
W HAT S TARTS H ERE C HANGES THE W ORLD The UT Supporting Messages Leading for Change 1. The University will define what it means to be the leading public research university in the nation by setting a new national agenda on higher education and addressing key issues facing the world. How can you show you are you the best? How are you re-inventing, setting a new agenda, changing the game?
W HAT S TARTS H ERE C HANGES THE W ORLD The UT Supporting Messages The University's enduring leadership and impact are grounded in its ability to unify, collaborate and build partnerships, internally and externally, and to instill a commitment among alumni, faculty, students and staff to work together to make this shared vision a reality. Engaging in a Common Purpose 2. How are you building lifelong relationships with key constituents? How are you working across boundaries, disciplines, departments to solve complex problems? How are you working in a unified way toward the common goal of being the best?
W HAT S TARTS H ERE C HANGES THE W ORLD The UT Supporting Messages The University's culture of innovation and its position as the hub of the leading creative community of Austin drive a continuous focus on new ideas and approaches to address complex economic, social and cultural issues across Texas, the nation and the world. Focusing on Creativity and Critical Thinking 3. How are you approaching and solving current problems and issues in a creative and innovative way? How are you exemplifying a spirit of innovation in your programs, activities and outreach?
W HAT S TARTS H ERE C HANGES THE W ORLD The UT Supporting Messages Through its community, its creative culture, its unmatched scope and scale, The University is having and will continue to have a greater impact than any institution of its kind on issues, people and events that are changing the world. Making the Greatest Impact 4. How are you improving lives around the world? How are you advancing knowledge? How are you impacting economic growth and prosperity?
W HAT S TARTS H ERE C HANGES THE W ORLD The UT Brand Personality Characteristics Personality attributes convey tone of communications. BOLD PASSIONATE COMPETITIVE LOYAL UNIQUE INNOVATIVE
W HAT S TARTS H ERE C HANGES THE W ORLD The Tagline The tagline is the public expression of the positioning statement. A tagline is defined as “a statement or motto that succinctly defines or represents an organization’s mission and encapsulates its positioning statement.” The tagline must convey a value proposition about the institution that is distinctive, definable, and soundly backed by research findings. The tagline must resonate with your many (and varied) constituencies and help to achieve the goals of the communications effort.
W HAT S TARTS H ERE C HANGES THE W ORLD The UT Tagline “What Starts Here Changes the World”