Journey to a Penn State Brand Strategy
PRESENTED BY:
THE ASSIGNMENT AND PROCESS
The Assignment
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To develop a comprehensive brand and positioning that will serve as a compass for all of our marketing and communications activities across Penn States units and Commonwealth Campuses.
#What is a Brand?
A set of associations evoked by the name It is a short cut description of the actual experience
A strong brand will evoke a set of positionings that are: Differentiating Relevant Held in high regard
Penn States Brand will: Be tied to the mission and vision of Penn State Help achieve institutional goals to the extent that Penn
States differentiators drive strategic objectives
Unify the messaging across the University with its member schools to speak with a singular vision and voice
Direct the efforts of all key constituents
Elevate the University as a premier program in the nation
Engage member schools, students, faculty, alumni, community, legislators
Retain and attract the best and the brightest students and faculty, and administrators from all over the world
Why Brand?
How to Brand?
Own A Relevant Mindset
Differentiate From
Competitors Gain Esteem Create Excitement
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Journey to a Penn State Brand Strategy From Analysis to Roll-Out
CONTEXTUAL ANALYSIS
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Step 1: A Brand Committee
IncludesC" Institutional Inventory
Benchmarking Peers (Competitive) Assessment
Brand Assessment
Step 2: Contextual Analysis
Institutional Inventory
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Priorities for Excellence
Priorities for Excel
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The Penn State Str
ategic Plan
2009-10 through 20
13-14
Benchmarking Peers
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Brand Assessment
We evaluated the following criteria based on a scale of 1-5; 1 being the weakest and 5 being the strongest.
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The Penn State Identity
Penn State Taglines
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High Level Summary
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QUALITATIVE RESEARCH
QUALITATIVE RESEARCH!
Develop Penn States Brand Positioning
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Positioning
Key Audience Drivers
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Competitive Considerations
Mission, Vision, Objectives, Strengths,
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Research to AddressBrand Strategy Elements Key Segments with similarities and differences Positioning Statements and what they conveyed Supporting Messages and the most appealing Competitor Assessment on Quality Leadership Personality characteristics Communication Preferences for key audiences
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Objectives Generate hypotheses through interviews for how to clarify Penn
States brand Identify possible brand strategy elements for Penn State Identify questions to research and relevant list of answers for
clarifying Penn States brand
Question areas: Picture and word associations with Penn State Distinctive strengths, weakness, opportunities and threats associated
with Penn State Communication opportunities for Penn State Future opportunities for Penn State
Step 3: On and Off Campus Interviews
We will Interview:
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FINDINGS AND WORKSHOP
Step 4: Strategic Analysis Presentation of Findings
Findings Distinctive strengths, weakness, opportunities and threats associated with Penn State
Potential Positionings and Messages
We will present a series of positioning statements and supporting messages
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Purpose To discuss the potential positionings, supporting
messages, personality characteristics, and target mindset revealed in the qualitative phase.
Bring the Penn State voice to the brand strategy elements.
Procedure Divide into groups with each group assigned a
positioning Take 30 minutes to enhance the positionings Regroup and present all revised positionings Vote on the best ones to go into testing
Step 5: Workshop Exercise
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Step 4: Elements that go into Testing
QUANTITATIVE ONLINE SURVEYS
Step 6: Survey Research Overview
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Positioning Statements and What They Convey
Offering Excellence in Education for You Teacher/student interaction Something all schools say Educational experience Diversity Friendly, social atmosphere Good value for the cost
Driving Innovation and Achievement and Rising to the Top Strong academic and research image University leadership Aims to be the best Is motivating Bright future for the University Positive economic impact (Good value for the cost)
Discovering the New West Positive impact on community Athletic leadership Innovative, says something new True only of the University (Positive economic impact in Penn State)
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Leadership and the University: A Gap Analysis
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Personality characteristics recommended for closing the leadership gap: Creative (Innovative), Respected, Accomplished, Progressive (Forward Thinking), Collaborative
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A NEW BRAND STRATEGY
Step 7: Brand Refinement and Strategy Reveal
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BRINGING THE BRAND STRATEGY TO LIFE
Steps 8 and 9: Creative Concepts and Buy-In
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Step 10: Roll-Out
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At the completion of the project, Penn State will have a new positioning, supporting messages and creative concept that will serve as the north star for all units and campuses.
Internal Roll-Out: Brand Field Guide and Workshop
Recommendations for External Roll-Out
Journey to a Penn State Brand Strategy
PRESENTED BY: