brand vs. campaign or brand + campaign ?

BrandCampaign?VS.

BrandCampaign?+

Balancing short-term and long-term goals in Higher Ed Marketing

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Bill Faust

Teri Lucie Thompson

@williamfaust

@terilucie

OlOgie

University Of ArizOnA

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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

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Historically...

But these lines are blurring.

• came first

• more about identity and experience

• came second

• more about promoting something specific

brAnd cAmpAign

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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

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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

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brAnd strAtegy+

experience

More about the WHO and WHY

A brAnd platform includes

(we are) (we exist)

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messAge strAtegy+

stOry

A traditional cAmpAign platform includes

More about the WHAT and HOW(we offer) (you benefit)

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Strong brands often use campaigns to sell ideas... not just “things.”

cAmpAignplAtfOrm

brAndplAtfOrm

“brAnd cAmpAign”9

A few examples from

OUtsidehigher ed

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The Brands

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hAppiness13

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perfOrmAnce20

THE ULTIMATE DRIVING MACHINE.

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THE ULTIMATE DRIVING MACHINE.

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THE ULTIMATE DRIVING MACHINE.

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freedOm27

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Expressed in many ways...

(Ding!) You are now free to move about the country.

freedOm begins with you and me.

The freedOm Shop

the sign Off

the emplOyee prOmise

the cOmpAny stOre

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AdvOcAcy36

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innOvAtiOn45

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cOntrAriAn52

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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)

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But in higher ed...

Can a brand campaign be succesful?

• Branding is still relatively new (10–15 years)

• Campaigns are typically very focused – on recruiting students – on raising money

• Resources are scarce

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(some examples)

We think sO.

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mAkers64

• STEM leadership

• A history of innovation and discovery

• The eureka moment

• The Boilmaker story

We are Makers.

“What we make moves the world forward.”

whichstands

for

(the big idea)

(expressed more broadly)

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makerspurdue.edu

BOILER

makerspurdue.edu

IDEA makerspurdue.edu

DIsCOVerY

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pUblic72

• Health

• Economics

• Environment

• Culture/Art

• Athletics

• Social Mobility

Outcomes and outreach in:

Public Value

“That’s the power of public.”

(the big idea)

(expressed more broadly)

whichstands

for

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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

©Jens Kauffmann

universityofcalifornia.edu

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

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bOUndless79

• A shared mind set – unlimited potential

• A shared spirit – Bear Down

• Both literal and figurative

• Never Settle – the strategic platform

Boundless

“Bigger questions. Better answers. Bear down.”

(the big idea)

(expressed more broadly)

whichstands

for

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HERE FOR BUSINESS?

SO ARE WE.NO. 2

PUBLIC ENTREPRENEURSHIP

PROGRAM

130+INVENTIONS

DISCLOSED AND PATENTS FILED (2013)

NO. 1FEDERAL RESEARCH

FUNDING(BUSINESS FACULTY)

#BUSINESS #BEARDOWN ARIZONA.EDU/BEARDOWN

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... sells an ideA, not a thing

... conveys a brand’s essence but in tangible ways

... Aligns with people who share the brand’s philosophy

the bOttOm line

A successful brand campaign...

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• awareness

• engagement

• enrollment/advancement

• perception

• trial or consideration

• internal alignment

But it can also move metrics (over time).

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Questions?

thAnk yOU.

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