Advancement Framework Planning Monthly Progress Review Meeting March 6, 2012
Title
Page
(PowerPoint will
Advancement Framework
Planning
Monthly Progress Review Meeting
March 6, 2012
Header
& Text
Agenda
Quantitative Brand Perception Analysis Progress update
Qualitative Brand Dynamics & Perception Analysis Review brand insights from interviews and focus groups
Advancement Objectives & Measurement Align on aspirations for Advancement initiative
Discuss key stakeholder groups and potential metrics
Brand Development Preview Overview of the upcoming Brand Development workstream
Project Next Steps Align on immediate next steps
Discuss proposed agenda for BOT meeting in April
2
10 mins
1 hour
2 hours
30 mins
20 mins
Header
& Text
The quantitative research will be complete March 23
4
• Establish objectives and working hypotheses to explore in
research in partnership with Hart/POS
• Draft questionnaire
• Establish definitions for who will be included in the survey and
in-depth research interviews
• Approve questionnaire
• Provide sample to Hart/POS
• Internal programming of survey into web interface, and testing
for quality control
• Collect online data for survey, conduct phone interviews for in-
depth interviews
• Process and quality control data; Develop analysis of data and
findings
TIMELINE
Completed
Completed
Completed
Anticipated: Feb. 7
Completed: February 22
March 10 – March 23
ACTIVITIES STATUS
In Progress – Complete by March 9
Completed
Completed
Header
& Text
Study Progress Update
5
• Alumni: 1,423 completed surveys to date (goal: 1,600)
• Non-Alumni Donors: 370 completed surveys to date (goal: 400)
• IDI’s: 16 completed; 7 Scheduled
Both Efforts expected to be finished with data collection by March 9,
putting effort on pace to present final findings of research on March 23.
Preliminary top-line observations will be available March 16.
Header
& Text
Objectives for today
7
• Review measurement framework and how it fits into
Eminence plan
• Review potential measurements for awareness,
engagement and giving of key stakeholder groups
• Align on Advancement Scorecard measurements
Header
& Text
Guiding Principles
8
In order for measurement to be effective, it must reflect the
mission, values and aspirations of Ohio State, because in addition
to consistently evaluating operational performance, these
measurements will guide strategy, behavior and culture of the units
and people within the organization.
Some of the measurements, particularly around awareness, may
require alignment with brand attributes that we will identify as part
of the brand positioning workstream.
Header
Only
EXCELLENCE IN
TEACHING AND
LEARNING
RESEARCH
AND
INNOVATION
OUTREACH
AND
ENGAGEMENT
RESOURCE
STEWARDSHIP
EMINENCE
ACADEMIC MEDICAL
CENTER
RESOURCE
GENERATION ADVANCEMENT TALENT
PHYSICAL
ENVIRONMENT
Vision / Mission
University-wide Goals
Defines the aspiration for
the organization
Identifies strategic
imperatives that are
required to support the
vision/mission
Key Initiatives
Prioritizes the
measureable activities
required to accomplish
the goals
Ohio State: Excellence to Eminence Plan
Header
& Text
Advancement Measurement Methodology
10
For Advancement, we will focus on metrics to support
awareness, engagement and giving
We identified relevant examples of metrics across key
stakeholder groups
To customize these metrics, we will select a short-list that
reflects Ohio State’s mission, values and aspirations
1
2
3
Header
& Text
Advancement Metrics: Examples
11
AWARENESS ENGAGEMENT GIVING
PROSPECTIVE
STUDENTS
CURRENT
STUDENTS
ALUMNI
What percentage of top
students (e.g., valedictorians,
top 10% of SAT score) are
aware of Ohio State?
What % of prospective
students have applied to
Ohio State?
N/A
Do you believe Ohio State
offers a world-class academic
education?
What is the retention rate for
students with 3.0 or above?
What % of students intend
to donate to Ohio State in the
future?
Are Ohio residents
knowledgeable about the
economic impact of Ohio
State (e.g., job creation,
investment in community)?
What % of alumni indicate a
very satisfied rating for
providing opportunities to be
or stay involved with the
University?
What is the average gift
size?
ILLUSTRATIVE
Header
& Text
Identifying priorities will be critical, as you cannot measure everything
12
AWARENESS ENGAGEMENT GIVING
PROSPECTIVE
STUDENTS
CURRENT
STUDENTS
ALUMNI
What percentage of top
students (e.g., valedictorians,
top 10% of SAT score) are
aware of Ohio State?
What % of prospective
students have applied to
Ohio State?
N/A
Do you believe Ohio State
offers a world-class academic
education?
What is the retention rate for
students with 3.0 or above?
What % of students intend
to donate to Ohio State in the
future?
Are Ohio residents
knowledgeable about the
economic impact of Ohio
State (e.g., job creation,
investment in community)?
What % of alumni indicate a
very satisfied rating for
providing opportunities to be
or stay involved with the
University?
What is the average gift
size?
ILLUSTRATIVE
Header
& Text
The Brand Positioning workstream deliverables directly contribute to our understanding of the core Brand Identity
Deliverables
• OSU Brand Perception
• Segmentation Analysis
• Brand Asset Inventory
• Prior Campaign Assessment
• Landscape Analysis
• Case Studies
• Umbrella Positioning for OSU
14
Brand
Identity
Behavior
Environment
Product
Communication
Header
& Text
Defining Why A Brand Exists ARTICULATING A BRAND CLARIFIES ITS PURPOSE FOR EVERYONE
15
What fundamental
human needs &
desires do you fulfill? (What would motivate them
to care?)
Your
uniqueness
in doing so
Who are you? (What do you want to become?)
The
meaning
you create
Header
& Text
Defining Why A Brand Exists ARTICULATING A BRAND CLARIFIES ITS PURPOSE FOR EVERYONE
16
Outside-In
Understanding
Brand
Positioning
Inside-Out
Understanding
Brand
Meaning
(Essence)
Header
& Text
Inside Out: Defining The Ohio State University OHIO STATE REPRESENTS A SET OF ASSETS, EXPERIENCES AND IDEALS THAT EXTEND INTO THE
PAST AND WILL EXPAND INTO THE FUTURE
PAST
17
PRESENT • Founding Mission / Purpose
• Accrued Assets & Equities – Associations, Artifacts, Anecdotes, Adventures
– Loyalty, Awareness, Understanding, Attributes
• Capabilities / Sources of Excellence
FUTURE • Vision
• Investments
Brands, like people, mature and grow over time
What must NOT change is a brand’s CHARACTER
This constancy forms the basis of TRUST in the brand •
Va
lue
s
Header
& Text
Inside Out: Defining The Ohio State University OHIO STATE HAS BECOME A COMPLICATED ENTITY WITH NUMEROUS BRANDS THAT SHOULD ALIGN AND
MUTUALLY REINFORCE EACH OTHER, EVEN AS THEY CELEBRATE THEIR RELATIVE DISTINCTIVENESS
18
Each individual institution must also be allowed to distinguish itself within
its own competitive set and set of stakeholders
Central Essence and
Enterprise Brand Equities of
Ohio State should be shared
and reinforced across all
entities to the mutual and/or
collective benefit of all
Header
& Text
Outside-In: Understanding the motivations of Stakeholders EDUCATIONAL INSTITUTIONS HAVE AN EXTRAORDINARILY COMPLEX SET OF AUDIENCES, WITH
WIDELY DIVERGENT NEEDS SERVED IN VERY DIFFERENT WAYS
19
Recruits
Leaders &
Influencers
Ohioans Partners Faculty
Donors
Alumni Students
CULTURAL &
COMPETITIVE
CONTEXT • Shapes
perceptions
• Frames
comparisons
Shared Needs
& Desires
Differentiated Needs & Desires
Header
& Text
The elemental components of a brand ARTICULATING A BRAND CLARIFIES ITS PURPOSE FOR EVERYONE
20
Brand
Positioning
• What is Ohio State’s purpose?
• Does it allow us to evolve?
• Is it inspiring?
• Why am I moved?
Brand
Meaning
(Essence)
• What’s relevant?
• What’s distinctive?
• What’s differentiating?
• What’s the proof?
• Do I feel a unique bond?
• Am I compelled to act? – From “I love it” to “I need it”
• Do I “buy” the brand or “join”
and support the brand?
Header
& Text
Our collective challenge SUCCESSFUL BRAND DEFINITION COULD STRETCH US INTELLECTUALLY, EMOTIONALLY AND POLITICALLY
21
The essence of positioning is sacrifice ” “ • This old truism of marketing reminds us that being an engaging, unique
proposition for your stakeholders means that a brand can not
successfully be all things to all people—choices will need to be made
• This does not imply compromise but focus—indeed, some of the most
powerful brands appear to resolve opposites
– Can Ohio State be big and intimate at the same time?
– Yet balancing heritage with future growth, proven past success against an
ever-changing cultural context, comfort and safety vs. aspiration and
evolution will at times feel uncomfortable
• We must all strive to be both passionately involved and dispassionately
objective as we narrow in on an ideal brand definition
– We must feel it in our gut, even as we remember we are not the primary
audience
Header
& Text
Next Steps in the Brand Development Phase BRAND DEVELOPMENT PHASE OVERVIEW
22
INTERNAL ASSESSMENT
QUALITATIVE BRAND DYNAMICS
& PERCEPTION ANALYSIS
QUANTITATIVE BRAND
PERCEPTION ANALYSIS
LANDSCAPE ANALYSIS
DISTILLATION,
SYNTHESIS AND
CREATION OF
POTENTIAL BRAND
ELEMENTS
Workshop on
Brand Equity (March 15)
Brand Advisory
Group Session:
Equities
(Date TBD)
REVIEW FINAL
OPTIONS WITH
THE STEERING
COMMITTEE
• Brand
Essence
• Brand
Positioning
• Brand
Architecture
REFINEMENT
MESSAGE
DEVELOPMENT
MESSAGE
TESTING
SOCIALIZING
Header
& Text
Enhancing the team’s success AUXILIARY TEAMS TO MAXIMIZE THE BRAND DEVELOPMENT AND IMPLEMENTATION PROCESS
23
SESSION OBJECTIVES
• Leverage complementary P&G branding expertise and P&G Ohio
State alumni to explore and sharpen the definition of Ohio State’s
core brand equities
• Key deliverables: A working group perspective on Ohio State’s • Brand Values
• Core Brand Benefit
• Key Points of Difference (PODs)
• Brand Character
Workshop on
Enterprise Brand
Equity
Brand Advisory
Group Session:
Equities
• Presentation of key findings from the Discovery Phase to a broader
audience
• Brainstorm and evaluation of brand elements • Brand Values and central Meaning
• Key differentiators
• Brand personality
• Explore shared vs. distinctive equities between Ohio State and its
constituent parts (colleges, centers, athletics, etc.)
• Instill a sense of ownership, involvement, understanding and
ambassadorship for the Brand’s development across a larger group
Header
& Text
Deliverables of the Brand Development Phase
24
DELIVERABLE DESCRIPTION
Ohio State Brand Essence The central purpose and reason to exist for The Ohio
State University; the central idea that informs and
inspires all that the University represents and
undertakes, wholly or in part
Mapping of shared, complimentary and conflicting
attributes and equities to outline a case for mutually
beneficial branding between Ohio State and its major
sub-brands
Ohio State Brand Architecture
Ohio State Brand Positioning Identifies and articulates a differentiated positioning for
The Ohio State University brand, and the mandatory and
unique enterprise-wide equities that support it
Header
& Text
Immediate Next Steps
Brand Positioning phase begins on March 19
Deliverables
• Friday, March 23, Quantitative Motivational Analysis
• Friday, March 30, Full Discovery Phase Synthesis
April Progress Review
• Synthesis of Brand and Motivational Analysis
• Organizational Alignment: Design phase will begin
April Board of Trustees Meeting
• Measurement & Scorecards?
26