Branding & Integrated Marketing Future Is Now Forum Annapolis, MD By George Dehne GDA Integrated Services.

Branding & Integrated Marketing

Future Is Now Forum

Annapolis, MD

By

George Dehne

GDA Integrated Services.

Keys To Branding

• Expectations

• Trust /Accuracy

• Effectiveness

• Creativity

Audiences To Ensure Trust/Accuracy:

Current StudentsAlumniCurrent Graduate Students

To Ensure Effectiveness:Inquiring StudentsParents of Inquiring Students

To Determine Image:High School CounselorsEmployersCommunity Leaders

 QUALITY Very high High Fair

CLIENT UNIVERSITY      Inquiring Students 16% 48% 26%Parents 25% 45% 10%High School Counselors 5% 57% 33%Employers 11% 17% 28%

SELECTIVE PRIVATE UNIVERSITY      Inquiring Students 29% 43% 12%Parents 30% 40% 8%High School Counselors 38% 57% 5%Employers 39% 28% 0%

PUBLIC FLAGSHIP UNIVERSITY      Inquiring Students 29% 55% 9%Parents 26% 51% 13%High School Counselors 29% 52% 19%Employers 22% 17% 17%

Counselors’ Views  Client Small

PrivateSelective Private

RegionalPrivate

Can’t Rate

Enrolls an ethnically and racially diverse student body

48% 52% 10% 10% 38%

Has the most generous funding of financial aid based only on the financial need of the student

38% 19% 14% 38% 38%

Excellent preparation for a career 33% 19% 52% 24% 33%

Provides the most generous merit scholarships

33% 43% 10% 38% 38%

Back-up school 33% 29% 5% 43% 33%

Excellent preparation for professional school

24% 19% 57% 19% 33%

Has an excellent academic reputation 19% 19% 67% 19% 29%

Excellent location 19% 38% 33% 10% 48%

Academically challenging 14% 38% 81% 19% 19%

Safe environment 5% 10% 43% 48% 43%

Affinity Analysis• Prefer university to college

• Prefer private to public

• Prefer under 3500 students to over

• Prefer urban or no preference

• Emphasis on values & ethics: essential or very important

• “Good Fits” for Client: 27%

• “Poor Fits” for Client: 63%

Extremely Attractive Description  Inquirers  

  Good Fit Poor Fit

A university whose graduates are recognized by employers as being trustworthy

54% 37%

A place that prepares students to make a positive difference to society

49% 31%

A university that practices what it believes 43% 29%

Offers a unique university and community partnership 34% 23%

Prepares students for the social, political, moral and religious challenges of contemporary society

32% 24%

An urban setting that provides a "living laboratory" for college students

31% 17%

An urban university with a special civic responsibility 23% 13%

Extremely attractive descriptions of a university: Inquirer Current Current

  Good Fit Definitely Choose Again

Would Not Choose Again

A university whose graduates are recognized by employers as being trustworthy

54% 35% 6%

A place that prepares students to make a positive difference to society

49% 35% 6%

A university that practices what it believes 43% 25% 4%

Offers a unique university and community partnership

34% 20% 4%

Prepares students for the social, political, moral and religious challenges of contemporary society

32% 36% 5%

An urban setting that provides a "living laboratory" for college students

31% 21% 11%

An urban university with a special civic responsibility

23% 20% 4%

  Inquirers Good Fits Alumni

  Essential & Very Imp

Essential Only

Gained Great /Very

Improving thinking and reasoning skills 85% 55% 75%

Writing & speaking effectively 84%   72%

Developing problem solving skills 80%   69%

Engaging in lifelong learning 81% 55% 66%

Developing ethical standards and values 73%   66%

Developing self confidence 84% 52% 64%

Getting along with people whose attitudes and opinions are different from my own

83%   64%

Working as a team member 80%   62%

Developing leadership skills 82% 51% 61%

Developing original ideas 82% 44% 57%

Appreciating literature and fine arts 55% 29% 59%

STRONGLY AGREE & AGREE Alumni Current Inquirer Parents

The faculty should want me to succeed 87% 85% 96% 99%

A good teacher touches students' hearts as well as their minds

90% 90% 87% 90%

My professors should have a passion for teaching

86% 82% 96%  

The relationships I develop with other students contributed greatly to my education

73% 72% 81%  

A college can provide an excellent education and demonstrate a commitment to social justice

77% 53% 92% 98%

I hope to get to know at least one faculty member reasonably well each semester

73% 83% 80%  

The faculty should value my ideas and contributions

76% 68% 91%  

 VALUES ORIENTATION

Alumni Very Positive

Positive

  Strongly Agree

Strongly Agree

Strongly Agree

Client has a responsibility to serve society.

34% 45% 28%

Client provides an excellent education and demonstrates a commitment to social justice.

30% 45% 23%

Client prepares people who make a difference to society when they graduate.

26% 42% 19%

The Client community appreciates differences among people.

25% 40% 17%

As a graduate, I feel I have a responsibility to improve the lives of others.

24% 35% 18%

Key Audiences ExpectationsLevels of importance Employers Community Church

  Extremely & Very

Extremely & Very

Extremely & Very

Offer an excellent general education to its undergraduate students

100% 100% 100%

Provide its students with a practical education 94% 100% 100%

Prepare future leaders of our society 94% 100% 100%

Teach students how to cope with a rapidly changing world

84% 90% 100%

Prepare graduate students to take leadership roles in industry and the community

82% 90% 100%

Help students develop sound values and ethical positions

67% 100% 100%

Prepare its undergraduate students for a career 94% 100% 91%

Prepare its undergraduates for graduate and professional schools

62% 80% 82%

The Elevator Speech

• The Client goes well beyond simply preparing students for meaningful careers and success in graduate studies. The University provides graduates with the skills they need to have a positive impact on the social, political, professional, and moral challenges of contemporary society.

The Elevator Speech

• Client’s alumni credit the University’s purposeful liberal arts approach with improving their thinking, reasoning, problem solving, and written and oral communication skills, as well as preparing them for a life of learning and rewarding personal lives.

The Elevator Speech

• Professors with a passion for teaching and mentoring touch our students' hearts and spirits as well as their minds. Through challenging small classes where dynamic discussion takes place, the Client’s faculty ensures all motivated students succeed in an environment of mutual respect.

The Elevator Speech

• Client’s urban setting in Big City can greatly contribute to a student’s education by providing everything from access to an interesting part-time job to world-class cultural events and entertainment—all while remaining grounded in a real world environment.

Draft “Taglines”

• Learn things right. Learn the right things.

• Learn What Matters

• Preparation for Successful Careers and Rewarding Lives

• An Education for Impact

KEYS TO INTEGRATION

• Ensure Contemporary “Product”– Environmental Scanning– SWOT – Plus

• Solid Branding– Know Customer– Develop Institutional Language (Elevator speech)– Tagline (if possible)

KEYS TO INTEGRATION

• Complete Marketing Inventory Matrix

• On-campus Interviews– Determine desired outcomes– Determine efficiency– Determine handicaps– Determine missed opportunities

• Organizing for Integrated Marketing

TOOLS FOR INTEGRATED MARKETING

• Service Materials

• Reputational Marketing

• Target Cities

• Visual Identity

• Technological Communications

• Reflected Visibility

Thank You

George Dehne

GDA Integrated Services