Branding

Today’s presentation

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Project overview Branding committee What is a brand?

Process Recommendations Questions/Comments

Why now?

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Ever-increasing competition Changes with System; future flexibilities?

Explosion of social media Web is now our front door Seven years since our last review

Assumptions

• No additional budget support • Review needs to be comprehensive • Scale of work is up to the committee • Implement in fall 2012 • Phase it in as quickly as possible – but departments should use printed supplies first

Committee members

At-Large members:

Brad Quarberg, University Communications, Chair Scott Dickmeyer, Communication Studies Sanja Dojcinovic, Creative Services Joshua Rybaski, Admissions Natalie Solverson, Admissions/Provost Office Maren Walz, Web and Interactive Communications

Governance Group members

Academic Staff Council:

Patrick Barlow, CATL Francie Biesanz, Counseling and Testing Cariann Mathwig Ramseier, Academic Technology Services Larry Ringgenberg, University Centers

Classified Staff Advisory Council:

Susan Butterfield, Chancellors’ Office (Replaced by Ann Beaver, Human Resources, following Susan’s retirement 05/11) Tom Fell, Physical Plant Don Hill, Student Health Center Tracey Simpson, Human Resources (resigned 10/11)

Faculty Senate:

Sandy Koster John Ready Rob Wolf

Student Senate:

Chassitti Clark Sonia Cruz Kayla Lenz Hoang Vo Jennifer (Brion) Weber, Alternate

Ex-Officio Members:

Florence Aliesch, Creative Services Kjerstin Lang, News and Marketing Sue Lee, News and Marketing Greg Reichert, University Advancement Mandy Wagner, University Communications (Replaced by Pa Moua-Yang following Mandy’s resignation 9/11) Arla Wojahn, Web and Integrated Communications (Retired 5/11) Lynn Holzworth, Web and Integrated Communications (Beginning 10/11) Adrianne Olson, Web and Integrated Communications (Beginning 10/11-7/12)

Faculty consultants:

Ryan White, Marketing Gwen Achenreiner, Marketing

Guiding principles/etiquette

• The Branding Committee will preserve and uphold UW-L’s core mission and keep students its top priority.

• • • • Committee members will be expected to attend meetings at their scheduled start time. Committee work will not be reviewed once a meeting is started for tardy members.

Committee members will value and respect all participants and perspectives, and exercise civility and integrity.

• Committee members will be expected to keep current with committee readings, assignments, etc., prior to a scheduled meeting.

• Committee members will be expected to keep their constituent group(s) up to date of committee work.

After two unexcused absences, the committee chair will ask the respective governance group to find a replacement.

Committee meetings will have an agenda with a scheduled time frame, which will typically be one hour.

Sister institution brands

University of Wisconsin-Eau Claire

Excellence. Our measure, our motto, our goal.

University of Wisconsin-Oshkosh

Where excellence and opportunity meet.

University of Wisconsin-Stout

(Wisconsin’s Polytechnic University) Inspiring innovation…

University of Wisconsin-Green Bay

Connecting learning to life.

University of Wisconsin-Superior

Wisconsin’s leading public liberal arts college.

University of Wisconsin-Milwaukee

Powerful ideas. Proven results.

What is a brand?

A brand is a valued and differentiating promise that a college, university or school makes to its most important audiences to meet a need or fulfill an expectation.

— Building Brand Momentum by Robert Sevier

Every organization has a brand

, whether they like it or not, whether they realize it or not, whether or not they have an expensive ad campaign or a new logo.

— Christina Pattyn, Vice President, Marketing, Pangborn Design Ltd.

What constitutes brand identity?

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Name Logo School colors Campus icons Reputation Core values Institutional messages

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Mission Strengths History Emotion Campus culture Interactive (two-way communication is important) — Branding University of Missouri, University Affairs 2009

Strong brands attract:

• • • • Talented administrators, faculty/staff and students More media attention More research dollars Strategic partners including foundations and organizations supplying internships • • • Greater alumni support More positive word-of-mouth Greater loyalty internally along with external stakeholders as alumni and donors Stronger brands require fewer direct marketing expenditures.

— Building Brand Momentum by Robert Sevier

A comprehensive brand perception analysis

• • • • • • • • • • Current students Community members Business owners Alumni/donors Parents Faculty Staff Perspective students High school counselors Grad students and those taking Con Ed classes

Fall survey results

With regard to the associations each group holds for the University of Wisconsin‐La Crosse …

• the quality and value of the academics • the surrounding natural beauty • the hometown feel and local community … ranked as the top three responses across all 10 groups.

Spring survey results

At the end spring 2012 semester, students in two of Ryan White’s classes (MKTG 365 Advertising & Promotions) studied the results from the fall perception analysis and developed an integrated marketing plan for each group. Some of the ideas: • (Parents) actively engage parents to develop awareness of campus community.

• (Business Owners) target business owners in getting community partnerships. • (Faculty/staff) look at addressing a more hometown feel in building community.

Focus Group

• Held in mid-July at a neutral site, conducted by an independent consultant.

• The three focus groups included: Faculty/staff/alumni Current students Business leaders

Potential taglines

• Surround yourself with [distinction*.] [champions.] [biologists.] Surround yourself with La Crosse.

*this word would be changed with a particular program, event, etc.

• Eagles soar.

• Educate the whole you.

Branding committee recommendation

Surround yourself with UW-La Crosse.

This can be modified for different disciplines, groups, etc. Some examples:

• Surround yourself with great theatre. Surround yourself with UW-La Crosse.

• Surround yourself with family. Surround yourself with UW-La Crosse.

• Surround yourself with scholars.

Surround yourself with UW-La Crosse.

UW-L Seal

remains the same

Existing wordmark Proposed wordmark

Proposed logo Existing logo

Implementation

Following presentation to governance groups and the general campus community at open forums, here are some of the initial strategies to implement branding … • Release of a new university branding toolkit, an online resource that will be an extensive user friendly guide to all branding aspects of the university.

• Meet with departments/areas that spend money reaching external groups, such as Admissions, Continuing Education and Extension, Athletics.

• Create awareness and excitement of the new branding initiative with the unveiling of an updated wordmark, letterhead and other university imagery.

• Provide department/units with ideas of when and how to use branding materials, tagline, etc.

• Create an ‘elevator speech’ that can be shared with the campus community that reinforces the university brand.

• Integrate into existing marketing efforts as soon as possible. Departments will be encouraged to utilize existing stock of printed materials before switching over to newly designed materials.