Look before you leap - research as foundation for brand identity development
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NYSACAC conference, June 2012 hosted at Ithaca College
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Look before you leap - research as foundation for brand identity development
- 1. Look before you leap: Research as a foundation for brand identity development Eric Maguire Vice President, Enrollment and Communication Rachel Reuben Associate Vice President, Marketing Communications
- 2. Topics we’ll cover Starting & launching a re-branding effort Tactics for gaining buy-in The research process
- 3. Identifying the Problems No single core message(s) used college-wide Logo did not contain the word “College,” making advertising out of the immediate area challenging Print + web (or anything else) were not integrated Extremely siloed structure
- 4. Identifying the Problems Logo garden Declining demographics Increased competition Support college’s strategic plan: IC 20/20
- 5. Establishing buy-in Working Group CMAC Traveling road show Articulate research process
- 10. Selecting partners RFP - April 2010 21 responses 4 finalists to campus 1 firm selected
- 11. Creating the brand identity Alumni Attitude Study (previous - 2009) Focus groups Perception and image study Brand identity development Refinement Internal stakeholders pitch
- 12. Brand Statement If there’s one thing we know for sure, it is this: The future is uncertain. At Ithaca College, we’re ready for it. Here, in a college town hailed as idyllic, we prepare students for reality. No matter what their majors, we teach them to think critically – across disciplines, across boundaries, across cultures. We make sure they have real-world experience – through practica, internships, jobs, and travel abroad. From Day One, everything we do is aimed at helping students develop the competence and confidence they’ll need to make their way in to the world. There’s one other thing we know for sure: No matter what the future holds, Ithaca graduates will be ready. Watch them change the world.
- 13. The identity and creative concept test Audiences surveyed: prospective students currently enrolled students faculty/staff alumni higher ed peers
- 16. The identity and creative concept test Tested three Ready executions
- 17. The identity and creative concept test Tested two logo executions
- 18. The identity and creative concept test Themes that emerged Logo needed further refinement New execution for ready needed People preferred stories that focused on students Didn’t like fear factor in copywriting Preferred a more collegiate look
- 21. ithaca.edu/ready
- 28. Follow-up Research Focus group-tested before it went live Launch was August 31, 2011 Advertising and perception study with parents of admitted students in summer 2012 Follow-up perception study in fall 2014
- 29. Questions? Eric Maguire Vice President, Enrollment and Communication Rachel Reuben Associate Vice President, Marketing Communications Twitter: @rachelreuben
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- TRANSITION TO RACHEL\n
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- When shown within pieces, asked:\n - which most catches your attention\n - which piece speaks most strongly to you\nUsed heat map technology to click on exact pieces they found most and least appealing.\n
- Presented alone and in a business card format (tell story of confusion)\n - select one logo that best compliments the attributes IC is seeking to convey\n - open ended feedback\n - summarize what we heard\n
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- :15 SEC VIDEO IS HERE\n
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- Process outcomes:\n * New brand statement, brand promise, brand identity and core messages\n * New logo and visual identity\n * New identity standards\n * New templates\n * New brand awareness advertising campaign \n * New licensing and trademark enforcement program\n
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