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Division of University Relations
• Formed August 2009– Public Affairs– Media Services– Publications– Government Relations– Board of Trustee Operations– FOIA Requests Intake
President Peters’ Charge
• Develop a brand identity and a corresponding marketing strategy for NIU, to allow us to compete and flourish despite the increasing cacophony of higher education options for potential students -- community colleges, quality private colleges and universities in the region, as well as public universities including UIUC, UIC and ISU.
Discovered
• NIU has extraordinarily talented in-house videographers, graphic artists, writers, editors and web content specialists.
• No staff devoted to social media…..Facebook, Twitter, YouTube Channel, Flicker Pages
• Best organizational structure for NIU is one that encourages cross-disciplinary teamwork.
Reorganizing Communications Resources
• Organize Division of University Relations to be more efficient and utilize complementary communications tools we have within the university.
• Two year reorganization to enhance communication and coordination of NIU messaging on day to day and overall strategic and branding/ marketing basis.
Interim Steps
• Media Relations & Internal Communications Team/New leadership; experience in media relations, production and videography
Interim Steps
• Web Communications Team
• Enhance communications and working relationships between web communications and production including photography, graphic design and videography.
• Team consists of 5 people, all internally reassigned – NIU webmaster, graphic designers, videographers, editorial support and one full time person devoted to social media.
Branding Initiative Staff
• Full time administrative staff dedicated to branding initiative.
• Develop measurement program to evaluate success in marketing and branding initiatives.
• Interim branding needed by November, 2010.
• Implement marketing initiatives based on branding beginning in January 2011.
Major Premise
• Enrollment Issues Drive Branding
• The answer is basis for NIU's branding and marketing efforts in 2010.
Excavating our Brand
• NIU needs to develop and "own" our own brand identity
• Must be authentic and represent the real experiences NIU offers
• Best brands are also aspirational – illustrate what NIU can be
The Branding Process
• Branding & Marketing Committee established with representation from every college and major department (Foundation, Alumni Association, Athletics included)
• Advertising Committee established (Foundation, Alumni Association, central administration creative staff, communications staff in COB and COL)
• Branding exercise developed for use with every group – objective is to surface words and phrases that resonate with all stakeholders
The Branding Process, cont.• NIU’s branding initiative strongly grounded in research
• Extensive review of all previous branding/ marketing/ planning documents, including student surveys, strategic plan, college & department branding materials, mission statement, Baccalaureate Review documents, graduate satisfaction studies, etc.
• Extensive research into the attitudes and opinions of all our stakeholders: students (current and prospective), parents, alumni, faculty, staff, coaches, high school counselors, etc.
The Branding Process, cont.• NIU Public Opinion Lab conducting focus groups and
online surveys:
- Student focus groups convened Fall 2009
- Four alumni focus groups interviewed March 2010
- Online surveys underway April – June 2010:
Current students
Parents of current students
Prospective students
Parents of prospective students
High school guidance counselors
Faculty & Staff
Branding Process, cont.- Two-hour session with NIU coaching staff in April
- May survey of Foundation & Alumni Boards, Senior Cabinet & Deans; branding exercises with each group
- May/June discussion and survey of BRTF members; branding exercise if possible
- Faculty and staff surveys currently under development
Must make sure that brandinglanguage resonates with all
stakeholders!
Branding Goals• Define NIU brand attributes
• Develop a positioning statement (clear, concise dominant “selling” idea – NIU’s “specialty”)
• Write the NIU brand story (combines attributes, values and positioning)
• Develop elevator speech (a few sentences)
• Develop value proposition for use by development, etc.
• Determine brand architecture (how all units relate to core brand)
• Develop message architecture (themes)
• Develop university tagline
In the Meantime…• Branding process lengthy; important to build
consensus
• Strong need to step up marketing efforts even before branding process is complete
• Reorganized teams hard at work on new and improved communication vehicles
New Northern Today
• All Campus and Community Communications/Calendar/News
• Updated daily as appropriate….• Goal is to make this the number one university
communication mechanism
Examples: • www.today.ucf.edu• www.bu.edu/today/• www.bu.edu/calendar/
Ad Concept: The Power of Education
• Primary purpose: recruitment• Targeted audience: college-seeking individuals, undergrad level
(ad concept also carries strong appeal to parents)• Concept uses the stories of alumni/students to share the
fulfillment of their dreams, with their degree info displayed for subliminal effect.
• Could be a series with 2-3 versions to represent all the colleges.
• Translates across:– TV (uses voice over and text for the degree info and the university sign off)– Billboard– Web– Radio
• Each media component is tied to specific open house or specific on-site recruitment activities
• Each media component ties to a specific companion micro site that encourages users to take an action (i.e., apply to the university or register for open house events)
TV SPOT: The Power of Education
“The power of education helped Joe Peterson turn his childhood love of dinosaurs . . .
TV SPOT: The Power of Education
. . . into an exciting profession as a ground-breaking paleontologist.
TV SPOT: The Power of Education
• It helped Nichole Luchs turn her fascination for a heavenly sound . . .
TV SPOT: The Power of Education
• . . . into a career as a concert harpist who performs with symphony orchestras.
TV SPOT: The Power of Education
• The power of education helped Patrick Yarbrough turn his love of debate. . .
TV SPOT: The Power of Education
• . . . into a love for practicing law as a respected attorney and later as a judge.
TV SPOT: The Power of Education
Discover the power in your dreams through the power
of education at NIU.
TV SPOT: The Power of Education
Other subject possibilities
• Engineering grad playing with Tinker Toys or Legos as a child.
• Nursing grad playing doctor with her teddy bears as a child.
• Business grad operating a lemonade stand as a child.• Education grad teaching their younger siblings as a child.