Student affairs presentation 11 14-14
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November 14, 2014 Communications & Marketing
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Student affairs presentation 11 14-14
- 1. Office of Communications & Marketing November 14, 2014
- 2. Our vision: Enhance the University's reputation as one of the country's leading public research universities and build upon our strong in- state reputation to become the preeminent academic and research institution in South Carolina among all colleges and universities.
- 3. Our mission: Serve as the communications interface between the University and its various publics. Our work helps audiences better navigate through the organization. By creating credible, timely, authentic and confident communications opportunities that foster conversations and inspire engagement, the Office heightens awareness and appreciation of USC’s distinctiveness and value. We are focused on building relationships and advancing USC’s brand and reputation through development of communications strategies that marry fact-based decision making, innovative practices and superior creativity.
- 4. In short: Build, enhance and protect the brand. Minimum standard of excellence.
- 5. Brand Statement USC is a globally recognized, high-impact research university dedicated to providing a superior student experience. We are committed to developing new models for flexibility, access and affordability. We are a vital part of South Carolina's economic and overall wellbeing, striving to impact the world around us. We cultivate successful leaders, new generations of bold thinkers and committed problem solvers. We are driven to build healthier, more educated communities, inspiring a better way of life for all.
- 6. On brands • Brand positioning simply refers to the way a brand is “positioned” in the minds of those who perceive it • The brand essence statement captures the distinctive characteristics of the University of South Carolina • A frame of reference when producing communications vehicles to ensure that they incorporate and reinforce the USC brand
- 7. No Limits campaign • While the brand is simply the core identity of the university, brand campaigns will deliver that identity to constituents in creative ways. • Typically last 3 to 5 years—although some go much longer • Developed in house • Will launch version 3.0 in the spring with a refreshed look
- 8. No Limits seeks to: • Illustrate the individuality of our students, alumni, faculty and staff in the context of our welcoming university, • Demonstrate the many ways the University of South Carolina exceeds expectations, realizes goals and pushes boundaries, • Showcase how even ordinary circumstances can make extraordinary differences in our lives.
- 9. How do we do it? • Owned media: website, @UofSC Today, social media, collateral, anything we control internally • Earned media: NY Times, Huffington Post, WIS, ColaDaily.com • Paid media: TV, radio, digital, billboards, print • Consistent message across owned, earned and paid= integrated marketing campaign (IMC)
- 10. New structure • Brand strategy: digital strategy, creative strategy, content strategy, market research and analytics • Public relations: media relations, communications managers, promotion • Writers group: @UofSC, emails, magazines & print • Presidential communications • Strategic communications • Printing services • Carolina on King
- 11. • Creates content • Creates online experiences • Orchestrates messaging • Delivers Insights Market Research Content Strategy Creative Strategy Digital Strategy Brand Strategy
- 12. Print Design Photography Videography Logo and Identity
- 14. Photography
- 22. Ideas for photos? Questions about logos? bobwertz@sc.edu
- 23. Market Research and Paid Media Effective brands are: • Authentic, relevant, consistent • A delivered promise to your customers • The property of the target audience
- 24. Market Research • Ad copy testing NE and SE states • Brand platform testing • Replication of brand perception study
- 26. Umbrella Successful Graduates Outstanding Faculty Strength in Research Academic Excellence Parents Alumni Staff Good Citizen of Community Successful Graduates Successful Graduates Successful Graduates Outstanding Faculty Strength in Research Academic Excellence Academic Excellence Academic Excellence Outstanding Faculty Community Students Faculty Successful Graduates Strength in Research Outstanding Faculty Access to Education Successful Graduates Strength in Research Good Citizen of Community Outstanding Faculty Successful Graduates Academic Excellence Academic Excellence Academic Excellence Leadership USC Attributes – Monitoring and Measuring Core Attributes Aspirational Attributes
- 27. Media Buys • Target thought leaders and alumni • Constant monitoring • Proof points for academic excellence • 47 nationally ranked academic programs (US News) • Nation’s best honors college • #1 international business
- 28. Media Buys • In-state • Four metros • Broadcast, digital, out-of-home, etc. • National • Chronical of Higher Education • IHE • New York Times
- 30. "A brand is a living entity – and it is enriched or undermined cumulatively over time, the product of a thousand small gestures." Michael Eisner, Former CEO, Disney
- 34. Public Relations
- 35. What we do • Promote interesting research, innovative programs, major announcements, and faculty, staff and student achievement to external media outlets • Provide university-wide public relations assistance
- 36. PR resources • Media training for faculty and staff • Event promotion (Guide in Documents Library of Marketing Toolbox) • Submit story ideas through @UofSC Today
- 37. Our Team • Jeff Stensland (7-3686; stenslan@mailbox.sc.edu) • Peggy Binette • Megan Sexton (7-1421; msexton@mailbox.sc.edu) • April Blake • Glenn Hare • John Brunelli • Frenche Brewer
- 43. What’s next? • Evolution of the campaign- more in-state focus on impact, access, affordability to create an environment that welcomes investment in higher education • A campus communications agency- consistency & efficiency • Achieve the right balance of owned, earned and paid- focus on brand journalism & communicating directly with constituents – Examples: marketing services & technologies, creative strategy, marketing videos/commercials • Increase collaborations and partnerships to help all customer touch points accomplish their goals and be better brand ambassadors
Editor's Notes
- As a division, you have been great in executing the graphic identity
- As a division, you have been great in executing the graphic identity
- As a division, you have been great in executing the graphic identity
- -Ad copy testing –How do audiences in different markets respond to language? “Breakthrough research” positive, Gamecock//academics clash -Brand platform testing at start, will re-do based on positioning study as we modify -Undergoing brand perception study with –students, parents, faculty, staff, alumni and general pop. in SC
- First on left: most important in minds of audience Blue: where research university like USC should be Red: how people perceive USC
- What is common aspiration attribute?
- Brand as a lifestyle, delivered through stories; feelings, emotional appeal Product attributes (“new and improved” detergent ,“brighter whites”), “register for classes”; rational appeal
- We are all in it together
- Earlier, Wes mentioned that some media we buy — like billboards or ads or TV commercials. Other media we try to earn: positive articles in print or digital media. And finally there’s the media that we own.
- Our owned media includes Carolinian magazine for alumni and friends of the university; USC Times, a monthly tabloid for faculty and staff; and Breakthrough, the university’s research magazine. The University Writers Group, which has five writers including myself, works with the Creative Services staff to produce this media.
- There’s also the daily @UofSC Today, which goes to faculty, staff and other subscribers. A weekly version of @UofSC is available, too, and we’re trying to promote that to alumni. Many of the stories from our print and digital publications feel the @UofSC web pages, which include portal for students, parents, alumni and faculty and staff.
- Then there is the @UofSC for students that goes out every Sunday evening to undergraduate students. That’s a joint project between our office and Student Affiairs, and we’re getting good open rates on this publication. We’re planning to do a quick survey before the holiday break. Anecdotally, we’ve heard from the Counseling Center that whenever they promote suicide prevention training in this publication, they get several students who saw the information here and respond. (Only 200 of 25,000 students have unsubscribed; 32 percent open rate; 5.8 percent click rate)
- And, finally, we produce mini-zines, which are basically 16 to 20 page magazines, for several colleges and schools around the campus. Our goal with all of these publications, whether print or digital, is to tell compelling or at least interesting stories about people. And in doing that we can convey in subtle ways our key marketing messages: USC has smart, savvy students, successful graduates and outstanding faculty — and together we comprise an institution whose hallmark is academic excellence. There are some other messages we can embed, as well, that Carolina is affordable, that we provide true value to our students and to the state of South Carolina. So that’s a quick overview of the “owned” media that the University Writers Group produces in conjunction with our partners. One last thing: good story ideas are our lifeblood. As you’ve seen we have a lot of communications venues that depend on a steady flow of stories. So we invite you to submit story ideas through the form that’s found on the @UofSC page and in every issue of @UofSC Today. You can also submit any professional notes there such as conference presentations, articles, book chapters, etc. Thank you.