Getting brand messaging buy-in: Building architecture through collaboration. Dave Holston, Confab Higher Ed 2016

Gettingbrandmessagingbuy-in:Buildingarchitecturethrough collaboration

Gettingbrandmessagingbuy-in:Buildingarchitecturethrough

collaboration

DaveHolstonConfabHigherEd2016

@DaveHolston

WhyCollaborate?

@DaveHolston

Apesdonotcollaborate

WhyCollaborate?

@DaveHolston

Dave’sbrandmantra#1

Ifyouwanttogofast,goalone.

WhyCollaborate?

@DaveHolston


Ifyouwanttogofast,goalone.Ifyouwanttogofar,gotogether.

WhyCollaborate?

@DaveHolston


Peoplewillsupportwhattheyhelptocreate.

WhyCollaborate?

@DaveHolston

3simplecollaborationtools

WhyCollaborate?

@DaveHolston

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WhyBrand?• Competition• Aconsistentbrandexperienceisexpected• Strainedfunding• Morechannels– mobile,social,web,print,TV,Radio,news• Theendofsilosandtheivorytower

@DaveHolston

WhyBrand?

@DaveHolston

WhyBrand?

@DaveHolston

WhyBrand?

@DaveHolston

WhyBrand?

@DaveHolston

WhyBrand?

@DaveHolston

WhyBrand?

@DaveHolston

CaseStudyTheUniversityofTexasatAustin

andGeorgiaInstituteofTechnology

Collaboration|Research|Resources|Implementation

@DaveHolston

Perceptions

@DaveHolston

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@DaveHolston

Rule1:Createafocused,researchdriven

messagingarchitecture

BrandAudit|Interviews|Research|Workshops

@DaveHolston

UTAustinBrandPerceptionResearch

National CampusCommunity

TexansAlumni

1K7K 450 50

RULE1:Createafocused,researchdrivenmessagingarchitecture

@DaveHolston

Whatdoyouthinkofwhenyouhear“UT?”

• Football

• Longhorns

• Athletics

Whatareourstrengths?

• Goodfaculty

• Strongacademics

• Athletics

Whatareourweaknesses?

• Overcrowded

• Tooliberal

• Toomuchemphasisonfootball

Whatdefinesatopuniversity?

• Provideshighestqualityeducationforstudents

• Attractsthebestfaculty

• Conducts research

• Provideslifelonglearning

• Promotesresponsiblecitizenship

StatementsaboutUT

• Adegree fromUTishighlyvalued

• Theuniversitycommunityisethnicallydiverse

• UTisa leadingnationaluniversity

• TexansfeelcultivatingthenextgenerationofleadersisUT’smost importantfunction

• TexansbelieveUThasapositiveimpactonsociety, butdonotfeelthat impact intheirlives

UTAustinBrandPerceptionResearch


@DaveHolston

GeorgiaTechBrandResearchParticipants

Students Alumni Industry,Governmentand

non-profits

Parentsand

Teachers

ProspectiveStudents

1K 900 575 440 300


@DaveHolston

Prestige

Currentgraduatestudents+7

Currentundergraduatestudents+4

Parentsofprospectiveundergraduates+13

Prospectiveundergraduates+11

ProspectiveGraduatestudents-6

GeorgiaTechFamiliarity

Parents/Teachers/GuidanceCounselors+17

GeorgiaTechBrandPerceptionResearchGeorgiaTechGoals

Nationalrecognition

ExpandCorporatecustomerbase

Elevatepeerperceptions

Enhancestudentapplications

Driveannualcontributions

CurrentStudentPerceptions

Student-focusededucation+10

Researchopportunitiesforundergraduates+18

Emphasisonundergraduateeducation+14

Emphasisonteachingexcellence+11

Campuslife+18

Sociallife+15


@DaveHolston

:6,D"#$#$8"'G.,,*)/Positioning Personality

Global smarts in the entrepreneurial spirit of the Valley.

Your tech gateway to Silicon Valley riches.

Notable LanguageBetterment of humankind… illuminating mysteries… making sparks fly…fostering intellectual breakthroughs

The gold standard of technology education/research – world renowned tech center

We’re MIT, you’re NOT.Equal parts prestige and arrogance.

A innovative institution pioneering solutions for the world.

Overachievers focused on interdisciplinary innovation

Birthplace of innovation… Inspiring innovators that change the world…and innovate

Interdisciplinary approach to problem solving… intellectually dynamic and culturally diverse…

Real genius united by a love for STEM

World-class education in an intimate and intense environment

Big ideas into big discoveries… Amply prepared for the real world…learning through discovery

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Big, diverse liberal urban. NoCal to the core.

The epitome of a liberal public university

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Rule2:Involvethecampusindeveloping

brandmessaging

BrandAudit|Interviews|Research|Workshops

@DaveHolston

UTAustinBrandTeam

DaveHolston

DirectorofCreativeStrategy,OfficeofPublicAffairs

DonHale

VPOfficeofPublicAffairs

MarkPeterson

AVPOfficeofDevelopment

Dr.DebraMorrison&GradStudents

ProfessorofAdvertising,CollegeofCommunication

Dr.NealBurns&GradStudentsProfessorofAdvertising,CollegeofCommunication

DirectoroftheBrandCenter

RULE2:Involvethecampus indeveloping brandmessaging


Chooseyourmomentwell.

WhyCollaborate?

@DaveHolston

InternalBrandWorkshopParticipants

Faculty AdministrativeCommunicators

CollegeCommunicators

ResearchCommunicators

1625 15 10


@DaveHolston


@DaveHolston



@DaveHolston

Gettheminvolved• Makeithands-on• Makeitagroupactivity• Maketheexperiencememorable• Makeitfun• Documenttheprocesswithphotos

@DaveHolston

GeorgiaTechBrandTeam

DaveHolston

DirectorofCreativeStrategy,OfficeofInstituteCommunications

MichaelWarden

VPOfficeofInstituteCommunications

KathiWallaceDirectorofResearch,OfficeofInstituteCommunications

GregAble- TailFin

Owner,TailFinMarketingAtlanta,Georgia


@DaveHolston

InternalBrandWorkshopParticipants

Faculty AdministrativeCommunicators

CollegeCommunicators

ResearchCommunicators

6 23 30 17


@DaveHolston


@DaveHolston

Exercise:CreativeBrief• Creative Brief development – break up

into teams and have each group write a

creative brief for an audience of their

choice. Provide work sheets with the brief

questions for them to answer. Have each

group share back what they came up with.

1. Why are we communicating? (Goals, overview of situation and communication piece)

2. Who are we talking to? (Current motivations and perceptions?) Complete for your most important audience

3. What do we want them to think? (What reactions do we want to create, how will we solve their problem?)

4. What is the brand personality we want to project? (attitude, tonality, brand voice) Keep to 3 or fewer

5. What’s the single most important thing we want people to take away from the communication? (Think in terms of what our “headline” would say)

6. What proof do we have? (proof points, definable rational and emotional benefits for the audience)

7. What does success look like? (The one thing your target thinks, believes, and ultimately does after seeing your communication.)


@DaveHolston

Exercise:WordSearch• In small teams organized by department,

review new brand strategy messaging and

highlight the words and phrases that best

align with your audiences and needs from

the positioning and manifesto pages.

Circle three descriptive words at the

bottom that best resonate with your group.

AtGeorgiaTech,we’reunbound bythedefinitionsandstereotypesofa“TechnologicalInstitute.”Instead,weembraceapowerfullydiverseandexcitingblendofbrilliant,agileandcreativeminds.Equalpartssciencenerd,unconventionalartist,astutestrategistandchangeagent,we’reacommunityconnectedbyanattractiontothe ingeniousandinventive.Simplyput,welovesmart– exceptionalpeople,expansivethinkingandtransformativeideas.

Butwe’renot idleivorytower“academics.”We’rethethinkers,inventors,explorersandtrailblazersthatdiscover,inventandcreatesolutionsthatdriverealchangeintherealworld.Welovechallenges,andexpecttopushourselvestostickitout,battlethroughanddiscoverwhat’snew.It’snotalwayseasy,butdefiningthefutureneveris.

Attheendoftheday,we’reinthebusinessofcreatingthenext– thenextidea,thenexttechnology&thenextlegionofagilemindswell-equippedtoimagineandengineerourfuture.Ifyou’relookingforaplacetoflexyourbrainpower,toigniteyourpassion,tosupport yourdiscoveries,you’llfinditatGeorgiaTech.


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GeorgiaTechCollaborativeDesignGroup(35)• AccessibilityCenter• Admissions• Athletics• CollegeofBusiness• CollegeofComputing• CollegeofDesign• CollegeofEngineering

• GraduateStudies• GovernmentandCommunityRelations

• LicensingandTrademarks• ProfessionalEd• GTResearchInstitute


@DaveHolston


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UTAustinCollaborativeDesignGroup(15)• PublicAffairs• Development• Diversity• Admissions• GraduateSchool• StudentAffairs• Operations


@DaveHolston

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Rule3:Makeiteasyforthe

campuscommunicatorstoadopt brandmessaging

Resources |Tools|Reminders

@DaveHolston

GEORGIAINSTITUTEOFTECHNOLOGYVISION:GeorgiaTechwilldefinethetechnologicalresearchuniversityofthe21stcentury.Asaresult,wewillbeleadersininfluencingmajortechnological,social,andpolicydecisionsthataddresscriticalglobalchallenges.“WhatdoesGeorgiaTechthink?”willbeacommonquestioninresearch,business,themedia,andgovernment.

MISSION:Technologicalchangeisfundamentaltotheadvancementofthehumancondition.TheGeorgiaTechcommunity—students,staff,faculty,andalumni—willrealizeourmottoof“ProgressandService”througheffectivenessandinnovationinteachingandlearning,ourresearchadvances,andentrepreneurshipinallsectorsofsociety.WewillbeleadersinimprovingthehumanconditioninGeorgia,theUnitedStates,andaroundtheglobe.

WHOWEARE:There’splentyyou’dexpectwhenyouheartheterm“TechnologicalInstitute.”Brightminds.Innovativeideas.Technological masters.Maybeevensmart“nerdsandgeeks.”ButatGeorgiaTechwe’veneverbeensatisfiedjustlivinguptoexpectations.We’reunboundbydefinitionsandstereotypes- instead,weembraceanamazinglydiverseandexcitingblendofbrilliantandcreativeminds.Equalpartssciencenerd,unconventionalartist,astutestrategistandchangeagent,we’reacommunityconnected byanattractiontotheingeniousandinventive.Simplyput,welovesmart– exceptionalpeople,expansivethinkingandelectrifyingideas.Butwe’remorethanivorytower“bigbrains.”We’realsobynaturetinkerers,inventorsandexplorers– pathfindersthatbringanindustrioustenacitytoeveryopportunitywetackleandeveryobstacleweovercome.Welovechallenges,andexpecttopushourselvestodiscovernewlimits.It’snotalwayseasy,butdefiningthefutureneveris.Besides,there’snofeelingintheworldlikestickingitout,battlingthroughanddiscoveringsolutionsthatpowerchange.Attheendoftheday,we’reinthebusinessofcreatingthenext– thenextidea,thenexttechnology&thenextlegionofagilemindswell-equippedtoimagineandengineerourfuture.Ifyou’vegotthebrains,thedrive&thepassion,we’vegotthechallengeyou’vebeenlookingfor.KEYGOALS:Goal1:BeAmongtheMostHighlyRespectedTechnology-FocusedLearningInstitutionsintheWorld

Goal2:SustainandEnhanceExcellenceinScholarshipandResearch

Goal3:EnsureThatInnovation,Entrepreneurship,andPublicServiceAreFundamentalCharacteristicsofOurGraduates

Goal4:ExpandOurGlobalFootprintandInfluence toEnsureThatWeAreGraduatingGoodGlobalCitizens

Goal5:RelentlesslyPursueInstitutionalEffectiveness

WHYWEMATTER:Wedeliveronourtargets’tangibleandemotionalneedsWehaveanestablished,internationalreputation(builtondecadesof history)forbeingamongthebesttechnologicaluniversitiesintheworld.Evenso,we’redifferentthanmanyotherleaders– withculturethat’s“niceandnerdy”,opentonewideasthatchallengetheestablishedwayofthinking.

ButrigorisalsoinourDNA– weLOVESmarts,butyouhavetobededicatedandindustrioustosucceedhere.

Thoughweareatheartatechnologicaluniversity,wearebigenoughtohaveabroad-basedstudentbody,bringingtogethermultipleperspectivesononecampus. Butinallwedo,wearedefiningthefuture– we’reoneofthemostactiveresearchuniversitiesintheworld.

OurROIisunmatched– wepreparestudentsforimmediatereal-worldworkopportunitiesandourpublicstatushelpsmakeiteasiertoaffordtuitionwithoutcripplinglong-termstudentloanpayoffs.

Atlantaisauniquelylivableandopencity–atruemeltingpotofcultures,aswellascityandcampuslifestyles,chosenasahomeforsomeof thebiggestcompaniesintheworld.Everyday,Atlantaisbecomingmoreandmoreofaworldwidetechnologicalleader,growingbyleapsandbounds.

BRANDCHARACTERISTICS:Nimble,creative,collaborative,highperformingandfocusedonthegrandchallengesofourtime.BRANDMESSAGINGANDDIFFERENTIATORSAudience Inventive&Industrious Unbound Real-WorldResults

ProspectiveStudents AtGT,wehavethebrainpowerandthewillpowertothinkitup,mapitoutandgetitdone.We’reequalpartssmartsandtenacity,withthesparkandthefiretomeetanychallenge.

AtGTwe’reunboundbystereotypesorlimitations– weembracethebrillianceandpowerofourpeopleandtheiruniqueperspectives,puttingitalltoworktodefinewhat’snext.

AtGT,we’refirmlyrootedintherealworld,whichiswhyweprepareourstudentsbyworkingonreal-worldprojectsthatconnecttoindustryandthoughtleadersthatcandefinecareers.

AlumniandIndustry AtGTweareadaptable,ingeniousandtenacious,drawingfromawealthofbrightmindsandvariedexperiencestocreateoriginalsolutionsforourpartners.Weteamup,mapitoutandworkhand-in-handtoseeitthrough,solvingsomeofourpartner’stoughestchallenges,timeaftertime.

AtGT,we’rebuilttopartnerwithpassion.Unboundbyasystemizedrigidityoroverinflatedegos,we’reexcitedtodiscoverandapplyfreshnewsolutionsthatcapitalizeonrealworldopportunities.

AtGT,thewayweworkwithpartnersissimple– wedeliveroutstandingworkandsmartsolutionsengineeredtocapitalizeonreal-worldopportunities.It’sapractical,straight-forwardandflexibleapproachthatsimplyworks.

RULE3:Makeiteasyforthecampuscommunicators toadoptthe brandmessaging

Unbound InventiveandIndustrious Real-WorldReturns

We’reunbound bylimitations,expectations,orstereotypes,whichmakesiteasytoembracefreshthinkingandperspectivesandfreesustobeboldanddaringasweseeknewanswers.

We’reinventiveandindustrious inourapproachtoanyproblem,drawinginthenecessaryexpertise,thinking,andtoolstocomeupwithsolutionsthathaveanamazinglybroadspectrumofapplication.

We’refocusedonROIinallthatwedo,whichmeansblazingapathforsuccessbypreparingourpeopleandoursolutionstohaveimmediateapplicationanddemandintherealworld.

MessagingPillars


@DaveHolston

Overall Students Partners

We'reunbound bylimitations,expectationsorstereotypes,whichmakesiteasytoembracefreshthinkingandperspectivesandfreesustobeboldanddaringasweseeknewanswers.

AtGTyou’llfindthatweareunbound bystereotypesorlimitations– weembracethebrillianceandpowerofourpeopleandtheiruniqueperspectives,puttingitalltoworktodefinewhat’snext.

AtGT,we’rebuilttopartnerwithpassion.Unbound byasystemizedrigidityoroverinflatedegos,we’reexcitedtodiscoverandapplyfreshnewsolutionsthatcapitalizeonrealworldopportunities.

Unbound


@DaveHolston


We'reinventiveandindustrious inourapproachtoanyproblem,drawinginthenecessaryexpertise,thinkingandtoolstocomeupwithsolutionsthathaveanamazinglybroadspectrumofapplication.

AtGeorgiaTech,wehavethebrainpowerandthewillpowertothinkitup,mapitout,andgetitdone.We’reequalpartssmarts,creativity,andtenacity,withthespark,fire,andvisiontomeet— andsurmount—anychallenge.

AtGeorgiaTechweareadaptable,ingenious,andtenacious,drawingfromawealthofbrightmindsandvariedexperiencestocreateoriginalsolutionsforourpartners.Wedreambig—mappingoutnewsolutionsandworkinghand-in-handwithourpartnerstosolvesomeoftheirtoughestchallenges,timeaftertime.

InventiveandIndustrious


@DaveHolston


We'refocusedonROIinallthatwedo,whichmeansblazingapathforsuccessbypreparingourpeopleandoursolutionstohaveimmediateapplicationanddemandintherealworld

AtGeorgiaTech,we’vecreatedapathwaytosuccessfirmlyrootedintherealworld—whichiswhyweprepareourstudentsbyworkingonreal-worldprojectsthatconnecttoindustryandthought leadersthatcandefinecareers.

AtGeorgiaTech,thewayweworkwithpartnersissimple— wemakeiteasytoaccessoutstandingworkandintelligentsolutionsengineeredtocapitalizeonreal-worldopportunities.It’sapractical,powerful,andflexibleapproachthatsimplyworks.

Real- WorldReturns


@DaveHolston


@DaveHolston

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Nextstep- Policy

@DaveHolston

DepthandBreadth ScaleofImpact CityofIdeas

Theuniversityhasadepthofresources,talentandtechnology, makingituniquely suitedtomovethenationforwardthrough economicandsocialdiscovery,ensuring avibrantfuture.

Theuniversityisabletomakeagreaterimpactintheareasofinnovation,socialandeconomicgrowthbecauseofitssizeandimpactinavastnumberoffields.

Fewmajoruniversitiesarecenteredinacommunityasvibrant,diverseandexcitingasAustin.Becausetheuniversityoffersauniquequalityoflifebuiltonatolerant,technologicalandcreativeatmosphere,weattracttalentedpeoplefromallovertheworld.

MessagingPillars


@DaveHolston


@DaveHolstonbrand.utexas.edu/

Rule4:Keepthebrandaliveovertime

ShowProgress|ReportResults|KeepitPresent

@DaveHolston

BrandImplementation“Softlaunch”

• Letthecampus“discoverandadopt”theidea• Iftheyseevalueinit,theywillsupportit• Beflexible• Ifthecommunitywasactiveincreatingit,it’smorelikelytheywillsupportit• NCAAtelevisionads,weeklynewsandfeatures,topuniversitypublicationsshouldallcarrythebrand.

• T-shirts.It’sallaboutt-shirts.

@DaveHolston

RULE4:Keepthebrandaliveovertime

@DaveHolston


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“Ourbrandsymbolizesourreputation,ourvalue,andalloftheexceptionalandexemplarycharacteristicsforwhichGeorgiaTechisknown.”President“Bud”Peterson


@DaveHolston


@DaveHolston

“Headmirestheschool'smarketingslogan:"Whatstartsherechangestheworld.”

"Iamthechangestheworldguy,"hesays.”

BobMetcalfe,ProfessorofInnovation,

quotedintheAustinAmerican-Statesman2/20/2011


@DaveHolston

Asit'swrittenrightuphereontheback,"WhatstartshereattheUniversityofTexaschangestheworld."

U.S.SenatorKayBaileyHutchisondeliverstheaddressatthe128thspringcommencement.


@DaveHolston

“Butiftakeyoutakesomerisks,stepupwhenthetimesaretoughest,facedownthebullies,liftupthedowntroddenandnever,evergiveupifyoudothesethings,thenextgenerationandthegenerationsthatfollowwillliveinaworldfarbetterthantheonewehavetodayandwhatstartedherewillindeedhavechangedtheworldforthebetter.”AdmiralWilliamMcRaven,B.J.’77


@DaveHolston

“Everytimeyoufeelpressure,embracetheprivilege,”Walkersaid.“Everytimeyoufeeltemptedtorestonyourlaurels,makethatdaymatter. Because,yes,‘whatstartsherechangestheworld,’butinordertochangetheworld,whatstartsherecannotstophere.”DarrenWalker,presidentoftheFordFoundation,deliveredamovingspeechtotheClassof2015


@DaveHolston

Takeaway

Peoplesupportwhattheyhelpcreate.

@DaveHolston

BrandKumbayaSomeone's’branding,Lord,kumbaya,Someone's’branding,Lord,kumbayaSomeone's’brandinglord,kumbaya,

Ifwe’reevergoingtocreatedifferentiationamongourpeers,andcommunicateouruniquevalue,webetterdothistogether…

Kumbaya.

@DaveHolston

THANKYOU

@DaveHolston

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DaveHolston

Email – [email protected]

LinkedIn – linkedin.com/in/daveholston

Twitter – @DaveHolston

Web– The-Strategic-Designer.com

Education

Getting brand messaging buy-in: Building architecture through collaboration. Dave Holston, Confab Higher Ed 2016