More than a Slogan

Campaign Communications1

More than a Slogan Build a strong brand for yourcampaign by doing your homework

Emma Edmunds, Michael JonesUniversity of VirginiaSan Francisco, May 21, 2008

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Campaign Communications2 Introduction

A brand lives in your head. It’s the promise linking your product or service to the consumer.

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Campaign Communications3 Strong Brands

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Campaign Communications4 Strong Brands

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Campaign Communications5 Strong Brands

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Campaign Communications6 Strong Brands

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Campaign Communications7 Future Brand?

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Campaign Communications8 Strongest Brand

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Campaign Communications9 Brand Primer

Identity

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Campaign Communications10 Brand Primer

Image

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Campaign Communications11 Brand Primer

Brand

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Campaign Communications12 Brand Primer

Does your institution

have a strong brand?

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Campaign Communications13 Brand Primer

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Campaign Communications14 Brand Primer

Does your campaign

have a strong brand?

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Campaign Communications15 Brand Primer

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Campaign Communications16 Elevator Speech

What is yourinstitution’s brand?

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Campaign Communications17 Elevator Speech

Mr. Jefferson’s University

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Campaign Communications18 Elevator Speech

What is yourcampaign’s brand?

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Campaign Communications19 Elevator Speech

“Thomas Jefferson’s vision of a global university in our own time.”

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Campaign Communications20 Elevator Speech

The best institutional and campaign

brands are interchangeable

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Campaign Communications21 Institutional, Campaign Brands

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Campaign Communications22 Institutional, Campaign Brands

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Campaign Communications23 Institutional, Campaign Brands

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Campaign Communications24

Thomas Jefferson distinguishes the University from other institutions of higher learning. Arguably, Jefferson is our brand.

Institutional, Campaign Brands

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Campaign Communications25 Institutional, Campaign Brands

Planning for our $3 billion campaign started almost as soon as the $1 billion campaign concluded in 2000.

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Campaign Communications26 Institutional, Campaign Brands

How would we take the 19th century man, his writings, the place he designed and employ him as symbol of who we are and what we aspire to be? How does the University use the brand to create entity that reaches emotions, people want to identify with?

Images?

Words?

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Campaign Communications27 What’s in Place?

•Assumptions• Situational Analysis• Institutional Strategic Plan• Communications/Marketing Plan• Campaign Plan• Campaign Case (not the book)• Campaign Communications Plan/

Strategy

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Campaign Communications28 Ask Questions

•Why this campaign?•Why now?

“The purpose of this campaign is to create a privately financed public university with the means t chart its own course toward global excellence.”

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Campaign Communications29 Develop Your Brand

"...the important truths, that knowledge is power, that knowledge is safety, and that knowledge is happiness." – Thomas Jefferson

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Campaign Communications30 Develop Your Brand

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Campaign Communications31 Brand Champion

John T. Casteen III With increasing competition from foreign

nations, the fortunes of our country depend more than ever on our ability to generate capable leaders.

Students must leave the U well-prepared for effective engagement in public life — in their jobs, in their communities, and in this global society.

Provide the most powerful and

rewarding student experience on any American campus

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Campaign Communications32 Brand Champion

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Campaign CommunicationsFollow the Leader

No founding father to fall back on?

How do you go about branding your campaign?

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Campaign Communications34 Follow the Leader

Our key messages are aligned—stressing ties to the City, to the World, and to Discovery, as well as a commitment to undergraduate education. It’s an umbrella people are happy to

step under instead of a BIG IDEA we’re trying to sell.

Jerry Kisslinger, Columbia University

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Campaign Communications35 Follow the Leader

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Campaign Communications36 Follow the Leader

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Campaign Communications37 Follow the Leader

Boldly Brown: research was conducted on brand. Boldly Brown fits with identity of university, and defines where Brown wants to go. Incorporated into graphics, images, text, testimonials. Feels specific, integrated. Quotes from students, faculty, confirm, give it authenticity.

“Going off the beaten track is not just allowed at Brown. It is celebrated.”

“Brown is less traditional, less bureaucratic, with fewer people who say ‘no.” than most institutions. If you have a good idea, nobody stops you.”

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Campaign Communications38 Follow the Leader

Boldly Brown illustrates how an institutional brand and its campaign brand work together. Boldly Brown: Plan for Academic Enrichment is “articulation of direction and priorities over the next decade.”

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Campaign Communications39 Follow the Leader

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Campaign Communications40 Follow the Leader

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Campaign Communications41 Do Your Homework

Research• Existing Research• Communications Inventory• Primary Research

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Campaign Communications42 Do Your Homework

• Go it alone…in house research• Outsource• A little of both• Test, test, test

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Campaign Communications

Test, Test, Test

“When Thomas Jefferson created the University of Virginia, he envisioned a great public institution of international scope and character—in his words, the “bulwark of the human mind in this hemisphere.” More than at any time in its history, the University is within reach of this global excellence, but it will only be achieved with generous funding from private sources.”

“Like Jefferson, we understand that the greatest hope for our future power, prosperity, and happiness lies in the eradication of ignorance and in the cultivation of the human mind—and in our ability to harness the transformative power of knowledge to serve the public good.”

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Campaign Communications44 Test, Test, Test

Case Reviews: At U.Va. we held case reviews throughout the United States as ell as online. These were luncheons and receptions. Case sent in advance. President spoke, then asked for comments on the case.

Case reviews provide not simply ideas, but ways to engage alumni, to hear their views, and to make them part of the process.

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Campaign Communications45 Instilling the Brand

Staying on Message

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