1. BRANDING THE
NEW CDC
REALIZING THE REPUTATION
IT DESERVES

2. WHAT IS A BRAND?

3. A “BRAND” IS…
• More than an aesthetic
• More than a logo or icon
• A REPUTATION: it’s the perception the
audience has of the organization
• Like all brands, the “CDC Brand” is
(and will be) defined by its audience

4. UNDERSTANDING
THE CDC
AUDIENCE

5. WHO ARE STANFORD
STUDENTS?
•
•
•
•
What do they study?
What do they do in their free time?
Where do they get their information?
How certain are they about their future
careers?

6. WHAT DO THEY STUDY?

7. SURVEY PARTICIPANTS VS.
UNDERGRADUATE POPULATION
Survey Participants
School of
Earth Sciences
School of
Humanities &
Sciences
School of
Engineering
Declared Undergraduates
2012-13
School of Earth
Sciences
Humanities &
Sciences
School of
Engineering

8. SURVEY PARTICIPANTS BY
ACADEMIC DISCIPLINE
By Discipline
Engineering
Earth Science
Humanities
Arts
Social Science
Natural Science

9. WHAT DO THEY DO IN THEIR
FREE TIME?

10. WHEN NOT IN
CLASS/STUDYING, HOW DO
STUDENTS SPEND THEIR TIME?
Average Amount of Free Time Spent (1-5)
10
9
8
7
6
5
4
3
2
1
0
With Student Groups/OnCampus Extracurricular
Activities
At a student
job/internship
0
1
2
3
4
5

11. WHERE DO STUDENTS GET
THEIR INFORMATION?

12. WHERE DO STUDENTS MOST FREQUENTLY
GET THEIR INFORMATION ABOUT CAMPUS
EVENTS?
On-Campus Events
25
20
15
10
5
0

13. HOW CERTAIN ARE THEY ABOUT
THEIR FUTURE CAREERS?

14. HOW OFTEN DO YOU THINK ABOUT YOUR
CAREER MOVES AFTER STANFORD?
14
12
10
8
How often do you think
about your career moves
after Stanford?
6
4
2
0
Rarely
Sometimes
Often
Very Often

15. HOW SURE ARE STUDENTS ABOUT THEIR
CAREER PATH AFTER STANFORD?
12
10
8
6
4
Series 1
2
0
No Idea
(Considering
more than 5
careers)
Unsure
Somewhat Sure
(Considering 3-5 (Considering 1-2
careers)
careers)
Very Sure

16. WHAT IS THE
CDC’S CURRENT
“BRAND?”

17. WHAT IS THE CDC’S CURRENT “BRAND?”
• How do students interact with the CDC?
• What does their interaction say about how
our audience thinks and feels about the CDC?
• In other words, how have they branded us?

18. STUDENT INTERACTION WITH THE CDC
• How often do they read CDC emails?
• How often do they visit the CDC website?
• How often do they attend CDC events or visit
the CDC office?

19. HOW OFTEN DO THEY READ CDC
EMAILS?

20. HOW OFTEN STUDENTS THINK ABOUT THEIR
CAREER MOVES VS. HOW OFTEN THEY
READ CDC EMAILS
14
12
10
How often do you think
about your career moves
after Stanford?
8
6
How often do you read
emails you receive from
the CDC?
4
2
0
Rarely
Sometimes
Often
Very Often

21. HOW OFTEN DO STUDENTS
READ CDC EMAILS?
10
9
8
7
6
5
4
3
2
1
0
Series 1
I don't receive
emails
Rarely
Sometimes
Frquently

22. HOW OFTEN DO STUDENTS
VISIT THE CDC WEBSITE?

23. Note: all survey participants had
“Cardinal Career” accounts.

24. HOW MANY TIMES HAVE YOU VISITED THE CDC
WEBSITE?
12
10
8
6
Series 1
4
2
0
1-2
3-5
6-10
More than 10

25. HOW OFTEN DO STUDENTS
ATTEND CDC EVENTS OR
VISIT THE CDC OFFICE?

26. DURING YOUR TIME AT STANFORD, HOW
MANY TIMES DID YOU ATTEND A CDC
EVENT OR INDIVIDUAL CONSULTATION?
16
14
12
10
During your time at
Stanford, how many times
did you attend a CDC
event or individual
consultation?
8
6
4
2
0
0-Two
Three-Five
More than Five

27. WHAT DO STUDENTS THINK
ABOUT THE CDC?
How have they branded the CDC
through its communication?

28. How would you describe the
CDC emails you receive?
16
14
12
10
8
6
4
2
0
Series 1

29. THE FUTURE CDC
BRAND

30. • We understand our audience
• We understand how they’ve branded us
WHAT ABOUT THE FUTURE?
• What would we like our brand to be?
• How do we change our brand?

31. REDFINE THE CDC BRAND
ASK:
HOW DO WE WANT TO APPEAR?

32. FOCUSED
VALUABLE
ACCESSIBLE
RELEVANT

33. WE’VE REDFINED. NOW HOW
DO WE REBRAND?

34. • FOCUSED
– CONSISTENCY!
– A CLEAR, EASY TO IDENTIFY AESTHETIC +
MISSION
• VALUABLE
– ORGANIZE!
– MAKE THE CDC RESOURCES KNOWN
• ACCESSIBLE
– GET PERSONAL!
• RELEVANT
– ENGAGE AND LISTEN!

35. THE CDC IS FOCUSED
Consistency! A clean, modern, identifiable
logo and aesthetic on all distributed
electronic and physical materials, including
social media platforms. The CDC is always
on the same page.

37. THE CDC IS VALUABLE
Organize! The CDC has invaluable
relationships and resources, and a talented
and skilled staff. People need to know this
– and ideally within the first few seconds of
visiting the CDC website or reading a CDC
email!

38. • Our generation is used to 30-second YouTube
videos and On-Demand television. We want
what we’re looking for quickly and without
hassle, or we lose patience!
• Students, faculty, alumni, and employers require
user-friendly, easy to understand vehicles of
communication.
• This means a thoughtful reorganization of:
– The CDC website
– CDC communications
(newsletters, flyers, emails)
– CDC event calendars
– Social media platforms

39. STREAMLINED WEBSITE SKETCH

41. To: ctfong@stanford.edu
CDC Connect: Arts/Media/Communication News 4.12.13
______________________________________________
1. Fine Arts Museums of San Francisco - Internship
2. Spring Career Fairs - April 17 & 18
3. artist.e - new immersive four-week summer program for Stanford students!
4. Social Media Marketing Intern - Stanford GSB
5. LinkedIn Information Session for Humanities Undergrads
6. Two Career Exploration Trek Site Visits
7. Sports Media 101 - Internships in Design, Content, Marketing
8. Yahoo! Sports Summer Internships - Copy Editor & Assistant Editor/Producer
9. Adobe - Employee Communications Intern
______________________________________________
1) Fine Arts Museums of San Francisco - Internship
The Stanford Arts Institute announces an additional paid internship opportunity for current undergraduates (including graduating seniors) at the Fine Arts Museums of San
Francisco (FAMSF): de Young and Legion of Honor
To apply:
Send cover letter, resume, unofficial transcript, and form from the website:
http://artsinstitute.stanford.edu/programs/arts-administration-internships/
to Stav (sziv@) with the subject line:
"FAMSF Internship Application - [Your Name]"
Deadline: Tuesday, April 16th at 11:59pm
Questions: Contact Stav (sziv@ or 650.725.0155)
About the Position: A Stanford Summer Intern would be assigned to assist the Director of Exhibitions and work with senior staff in virtually every area of the Museums including
but not limited to administration, marketing and communications, development, finance, curatorial, conservation, graphic design, preparation and installation, member and
visitor services, education and public programs, and facilities and operations.
About the Museums:
The Fine Arts Museums of San Francisco comprise the de Young in Golden Gate Park and the Legion of Honor in Lincoln Park. In FY 2012 approximately 1.6 million visitors
experienced the permanent collections and some 30 changing exhibitions in the two locations.
Over the summer of 2013 the Museums will complete installation of Diebenkorn: The Berkeley Years, finalize plans for four major exhibitions that open in fall 2013 (Bvlgari: La
Dolce Vita & Beyond; David Hockney: A Bigger Exhibition; Anders Zorn: Sweden's Master Painter; and Matisse from SFMOMA), and continue with rotations and reinstallations
of the permanent collections.
About the Summer Internship Program in Arts Administration:
The Arts Institute's Summer Internship Program provides invaluable experience to Stanford students interested in pursuing careers as arts professionals in various aspects of
administration, production, and management. Internships give students an opportunity to step outside the classroom and build a set of skills applicable in their careers as
artists, administrators, and future leaders.
Internships generally last approximately nine weeks and are full-time positions of at least 35 hours per week. Students will receive a $4,000 stipend for the summer, plus
financial aid if needed. Internships are open to current Stanford undergraduates. Graduating seniors ARE eligible to apply.
______________________________________________
2) Spring Career Fairs - April 17 & 18
Tresidder Union - Oak Room
Noon to 4 PM
Over 60 different employers each day
A few of the employers who are open to all majors:
TriplePointPR
UNIQLO (fashion)
Box
Pinterest
Boost Media
SurveyMonkey
Dropbox
GoDaddy.com
Golden State Warriors
Levo League
IMVU
Medallia
LinkedIn
Oracle
Target
Pacific Sunwear
Zazzle
Hillstone Restaurant Group
Dun & Bradstreet Credibility Corp. (specifically listed Creative Writing, Communication, and Design)
There are many more, so log-in to your Cardinal Careers account to see the full list and check which day the employers will be there:
http://studentaffairs.stanford.edu/cdc/jobs-internships
______________________________________________
3) artist.e - new immersive four-week summer program!
artist.e
apprentice · creator · entrepreneur
artist.e affords Stanford students passionate about a career in the arts the rare and exciting opportunity to gain insight into the lives of professional artists through an immersive
four-week summer art apprenticeship, art-making and entrepreneurial program in New York City. At the end of four weeks, students will have created and presented their
original art in a student-produced showcase, apprenticed with, and received mentorship from professional artists, completed creative and entrepreneurial workshops led by arts
professionals, and expanded their professional network through extensive access to successful arts professionals.
To learn more about artist.e and the application process visit
http://bit.ly/myartiste
______________________________________________
4) Social Media Marketing Intern - Stanford GSB
Stanford Graduate School of Business (GSB)
As a social media intern, you'll help coordinate campaigns, conduct research and track social media metrics. This internship reports to Karen Lee, Social Web Strategist, and is
housed within the Marketing and Communication team. Examples of GSB's social media channels on the GSB social media landing page
http://www.gsb.stanford.edu/about/social-media.html
The Marketing and Communication team uses new and social media to complement traditional methods of extending our reach around the world, disseminate knowledge and
insights, and engage a community of people interested in business and Stanford GSB. The primary responsibilities of the social media intern are to organize our social media
campaigns and upcoming events, track influencers and GSB alumni on the social web, and measure the impact and reach of our social media efforts. The intern will also be
invited to contribute ideas for improving our campaigns, events and influencer engagement strategy and tactics.
Core Activities:
- Track and compile social media metrics for all our flagship social profiles
- Create reports and presentations highlighting engagement metrics for social media campaigns
- Build, organize and monitor GSB lists of business influencers, alumni and students on the social web
- Monitor and stay current on what other Stanford schools, departments and groups are posting on their social media channels; bring share-worthy posts to our attention
- Scour alumni blogs and tweets for relevant business content by/about alums, as well as trending business topics on the social web
- Brainstorm new content and ideas to engage our social media
Qualifications:
- Strong knowledge of social media and marketing; personal and professional experience with Twitter, Facebook, LinkedIn, and other networks is a plus
- Strong analytical skills; ability to collect and interpret metrics into insights
- Project management experience and respect for deadlines
- Awareness and interest in a range of business topics, including leadership, entrepreneurship, social innovation, etc.
- Excellent writing skills, particularly short-form; highly attentive to proper grammar and spelling
- Experience developing presentations and reports is a plus
Hours and Compensation: Position requires a commitment of 8 to 10 hours per week during the school year during business hours (8 AM - 5 PM). Compensation starts at
$13/hour.
Application Process: Email your resume and cover letter to Yuliya Mykhaylovska at yuliyam@stanford.edu by April 23, 2013.
If you have a personal blog, Twitter handle or any other social media profile that represents your writing skills and experience, please provide the links so we can take a look!
______________________________________________
5) LinkedIn Information Session for Humanities Undergrads

42. THE CDC IS ACCESSIBLE
Get Personal! Build comfortable, regular
relationships between counselors and
students that begin early and last beyond
graduation.

43. WHERE DO STUDENTS RECEIVE
THEIR CAREER ADVICE?
20
18
16
14
12
10
8
6
4
2
0
Series 1
Peers
Faculty
Alumni/Older
Mentors
CDC

44. • Generate dynamic web profiles of individual career
counselors. Who are they? What struggles have they
faced? What do they do in their free time?
• Demonstrate that counselors are people too, and can
be a valuable part of your inner circle when it comes
to navigating vocations and careers

45. THE CDC IS RELEVANT
• Engage! Find out student interests by
getting in touch:
– Where they spend their time: in groups linked
by interest
– And Where they get their information: from
peers and social media
• Listen! Seek regular feedback from
students

46. • ENGAGE student group officers and SAL
(Student Activities & Leadership) staff
– Student groups are valuable, pre-arranged
communities who share interests and their
free time. Could they potentially contribute to
programming?
– At TAPS, over 90% of our student ticket
sales are a direct result of audience/cast or
crew member relationships. Students are
the best at reaching out to students.
– Make students a part of the CDC brand, and
they’ll make the CDC an integral part of their
Stanford experience

47. • LISTEN and seek feedback from students.
– The CDC website should feature a permanent
system for collecting anonymous feedback
– Students can be asked for feedback
immediately following events in person or via
social media