1. 2012 NASPA Annual Conference  Phoenix, Arizona  March 10–14, 2012 Lighting the Fire: Drawing in Students Through Branding Tuesday, March 13 (2:00 PM - 3:00 PM) Brian Bourke, Ph.D. Louisiana State University Michael Harris, Ed.D., The University of Alabama

2. Session Outline Introduction – Presenter’s topical interest – Research project – Branding Scholarship Small Group Discussions – Case Study Analysis Large Group Discussion – Case Study Review Small Group Discussions – Branding Strategies Wrap-Up

3. Presenters’ Interest in the Topic Interest in the representation of institutions in visual and interactive media Questions about the ways in which institutions position themselves in a dynamic marketplace Curiosity about how branding can be translated to student affairs practice

4. Selling Student Affairs How do institutions use amenities, programs, and activities commonly associated with student affairs to attract new students?

5. Selling Student Affairs Top 50 National Universities – US News & World Report Visited each website – Main landing page (e.g. harvard.edu) – Undergraduate Admissions Pages What are the images and language used? How do these communicate a brand? To what extent are SA functions featured?

6. What is the role of branding in higher education? Businesses use branding techniques to differentiate themselves in the marketplace Ability to influence consumer choices makes the brand a valuable organizational asset In higher education, the organization itself becomes the brand

7. Brand Personality “Set of human characteristics associated with a brand” (Aaker, 1997, p. 347) Serves symbolic or self-expressive function Builds trust, relationship, conveys message, and evokes an emotional response Should effectively communicate institutional values and beliefs

8. Themes Attracting Students with: Student Diversity Fun, particularly through organizations Living on Campus

9. Student Diversity, Fun through Organizations, and Living on Campus Columbia – http://www.studentaffairs.columbia.edu/admissio ns/diversity/campus.php

10. Small Group Discussions – Case Study Based on the printed web pages we have provided your group, what elements commonly associated with student affairs do you see represented? Using the rubric, to what extent do those elements aid in creating a brand personality?

11. Small Group Discussions – Branding Strategies In your groups, share your current position and the roles in which you serve How could you establish or further develop a brand personality? – What are the venues for communicating the brand?

12. Wrap-Up Observations from small group discussions Questions

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