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Brand vs. Campaign or Brand + Campaign ?

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The challenge of balancing short-term and long-term goals in higher education marketing by defining a brand and campaign platform.

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Brand vs. Campaign or Brand + Campaign ?

  1. 1. Brand VS.Campaign? Brand +Campaign? OR Balancing short-term and long-term goals in Higher Ed Marketing 1
  2. 2. Teri Lucie Thompson University of Arizona @terilucie Bill Faust Ologie @williamfaust 2
  3. 3. our agenda for today Brands vs. Campaigns • Defining a brand platform • Defining a campaign platform What is a “brand campaign”? • Some examples outside and inside higher ed Insights and conclusions 3
  4. 4. Historically... brand campaign • came first • more about identity and experience But these lines are blurring. • came second • more about promoting something specific 4
  5. 5. A brand platform is typically... • A longer-term proposition (5–10 years or more) • A filter for many decisions (beyond communications) • A tool to drive PERCEPTION • Derived from organizational purpose • Lived and reinforced over time • Created for all stakeholders 5
  6. 6. A traditional campaign platform is typically... • A shorter-term proposition (1–3 years or less) • More about promoting something specific • A tool to drive behavior (call to action) • Derived from a focused message strategy • Focused on near-term results • Tailored to selected stakeholders 6
  7. 7. A brand platform includes brand strategy + experience More about the WHO and WHY (we are) (we exist) 7
  8. 8. A traditional campaign platform includes message strategy + story More about the WHAT and HOW (we offer) (you benefit) 8
  9. 9. Strong brands often use campaigns to sell ideas... not just “things.” campaign platform brand platform “brand campaign” 9
  10. 10. A few examples from outside higher ed 10
  11. 11. The Brands 11
  12. 12. 12
  13. 13. happiness 13
  14. 14. 14
  15. 15. 15
  16. 16. 16
  17. 17. 19
  18. 18. performance 20
  19. 19. THE ULTIMATE DRIVING MACHINE. 21
  20. 20. THE ULTIMATE DRIVING MACHINE. 22
  21. 21. 23 THE ULTIMATE DRIVING MACHINE.
  22. 22. 26
  23. 23. freedom 27
  24. 24. 28
  25. 25. Expressed in many ways... the sign off (Ding!) You are now free to move about the country. The employee promise Freedom begins with you and me. the company store The Freedom Shop 29
  26. 26. advocacy 36
  27. 27. 37
  28. 28. 42
  29. 29. 43
  30. 30. 44
  31. 31. innovation 45
  32. 32. 46
  33. 33. 47
  34. 34. 48
  35. 35. 51
  36. 36. contrarian 52
  37. 37. 53
  38. 38. 54
  39. 39. 55
  40. 40. 56
  41. 41. 57
  42. 42. But what makes these successful brand campaigns? • They are AUTHENTIC • They are ASPIRATIONAL but grounded in reality (see above) • They are SIMPLE, clear, and engaging • They convey a strong POINT OF VIEW • They are timeless (some have run for decades) 60
  43. 43. But in higher ed... • Branding is still relatively new (10–15 years) • Campaigns are typically very focused – on recruiting students – on raising money • Resources are scarce Can a brand campaign be succesful? 61
  44. 44. we think so. (some examples) 62
  45. 45. 63
  46. 46. makers 64
  47. 47. We are Makers. (the big idea) • STEM leadership • A history of innovation and discovery • The eureka moment • The Boilmaker story which stands for “What we make moves the world forward.” (expressed more broadly) 65
  48. 48. makers BOILER purdue.edu IDEA makers makers purdue.edu DISCOVERY purdue.edu 68
  49. 49. 71
  50. 50. public 72
  51. 51. Public Value Outcomes and outreach in: • Health • Economics • Environment (the big idea) • Culture/Art • Athletics • Social Mobility “That’s the power of public.” (expressed more broadly) which stands for 73
  52. 52. 74
  53. 53. 75
  54. 54. 76
  55. 55. A leader in sustainability programs, UC has saved more than $100 million in energy costs and holds more LEED certifications than any other university in the country. Taking care of the only home we’ve got— that’s the power of public. universityofcalifornia.edu NASA Using the CARMA telescope array, UC astronomers collect data on stars and galaxies, deciphering new clues about how our universe formed and evolved. Answering the biggest questions in astrophysics today— that’s the power of public. universityofcalifornia.edu universityofcalifornia.edu ©Jens Kauffmann UC astronomers at the Keck Observatory are using the world’s largest optical and infrared telescopes to study the skies with unprecedented precision. Bringing the depths of space in for a closer look—that’s the power of public. ©Laurie Hatch In the Sierra foothills, UC researchers are helping California ranchers by showing them how to implement the newest soil and grazing methods. Putting research to work— that’s the power of public. universityofcalifornia.edu The UCLA Film and Television Archive, the world’s largest academic collection, preserves more than 300,000 media titles and 27 million feet of newsreel. Ensuring cinema’s defining moments are never lost— that’s the power of public. universityofcalifornia.edu Meet John Doe (1941) universityofcalifornia.edu Treatments developed at UC, like this hepatitis B vaccine, have saved millions of lives and improved millions more. Preventing disease for a healthier world—that’s the power of public. The world’s largest Grateful Dead archive, housed at UC Santa Cruz, preserves the iconic band’s music and legacy for all. Celebrating the wonders of music, old and new— that’s the power of public. universityofcalifornia.edu Assistant professor Octavio Aburto-Oropeza and his team from UC San Diego’s Scripps Institution of Oceanography study the world’s oceans up close. Making sure our ecosystems are full of life—that’s the power of public. universityofcalifornia.edu Octavio Aburto / iLCP 77
  56. 56. 78
  57. 57. boundless 79
  58. 58. Boundless (the big idea) • A shared mind set – unlimited potential • A shared spirit – Bear Down • Both literal and figurative • Never Settle – the strategic platform “Bigger questions. Better answers. Bear down.” (expressed more broadly) which stands for 80
  59. 59. 83
  60. 60. HERE FOR BUSINESS? SO ARE WE. NO. 2 PUBLIC ENTREPRENEURSHIP PROGRAM 130+ INVENTIONS DISCLOSED AND PATENTS FILED (2013) NO. 1 FEDERAL RESEARCH FUNDING (BUSINESS FACULTY) #BUSINESS #BEARDOWN ARIZONA.EDU/BEARDOWN 84
  61. 61. the bottom line A successful brand campaign... ... sells an idea, not a thing ... conveys a brand’s essence but in tangible ways ... aligns with people who share the brand’s philosophy 87
  62. 62. But it can also move metrics (over time). • awareness • engagement • enrollment/advancement • perception • trial or consideration • internal alignment + 88
  63. 63. THANK YOU. Questions? 89

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