strategy brand compass
Post on 27-May-2015
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Brandscan Strategic
Presentation
Group NAME: OVERTIME
Kirsty Adams 200809450Carmon Butler 200610366Byron John 909705939Ednah Nzombe 201017879
Agenda
• Brand Compass- People- Category- Channel - Brand
• Brand Marriage • Q&A
Brand Compass
PEOPLE What human insight can we uncover to accelerate brand
opportunity?
CATEGORY What market forces will accelerate or decelerate category/brand growth?
CHANNEL What media touch points will
drive brand relevance?
BRAND What are the current
competencies, characteristics, and values of
the brand?
PEOPLE
People
What human insight can we uncover to accelerate brand opportunity?
Through the brand scan it was seen that the different stakeholders were looking at UJ through different lens. This was evident when we did interviews and the focus groups with the students,
parents and lecturers. From our research it was clear that the STUDENTS felt as though the staff could never help them when they need the help especially when it comes to
administration and registration help.
The LECTURERS felt as though they and the other staff were doing the best they possibly could to improve the student’s university experience and that the university
and that the university has started to take the steps to improve these problems. The PARENTS don’t really have any personal contact with UJ they just hear from the media
and from their children.
People: Research Findings
OWNERSHIP OF THE LENSES WITH WHICH STAKEHOLDERS EXPERIENCE
UJ…STARTS WITH YOU
People: Key Insight
CATEGORY
Category
What market forces will accelerate or decelerate category/brand
growth?
Category: Research Findings This category has experienced a massive knock on effect from inadequate schooling education.
A staff member stated that the new students are the problem behind UJ being viewed as having lowered their academic
standards as the students are not adequately prepared for university.Another respondent is quoted as saying that" a consequence of the admission policy is the type of students that we admit, it is
leading to more and more problems for the university and lectures in general. Similarly another staff member stated that it
seems as though the standards are being lowered due to the quality of matric students. The university has accepted students who are less prepared than they have been
in the past, hence the high failure rate in first years. There are less top performers, less average students and a large
number in the bottom. Conclusion that the category must assume that they are accepting a base of students that are diverse in terms of competencies and work
ethic.
Category: Key Insight
SCHOOL vs UNIVERSTIY ARE TWO DIFFERENT WORLDS AND THE
JOURNEY BETWEEN THEM IS ONE THAT REQUIRES A ‘BRIDGING’
MENTOR AND GUIDE
CHANNEL
Channel
What media touch points will drive brand relevance?
Channel: Research Findings
• According to the research done for the brandscan, most parents made it clear that word of mouth, played a role in the decision to allow their child attend the
University of Johannesburg.
• One parent of an international student is quoted saying “My friend’s children studied at UJ and they said “it was a good school, so I decided I would send my child too”, if
many Zimbabwean parents can allow their children to go to UJ it must be a good university”.
• From the research, we gathered that most of the negative connotations towards UJ were more perceptual than factual.
Channel: Key Insight
WORD OF MOUTH (WOM) IS KEY…THE MESSENGER IS THE MESSAGE
BRAND
Brand
What are the current competencies, characteristics, and values of the
brand?
Brand: Research Findings • Some strong Universities in the market place.
• Brand confusion (UJ vs RAU vs Technikon vs Bunting)
• Some say good, some say bad… but UJ still changes lives.• The UJ brand has yet to become famous through famous, country changing and life
building ‘moments’.• No coherent brand action in the minds of all brand ambassadors. Inconsistent and in part un-embraced
campaigns.
• Back to the fundamental of the brand – education which leads to opportunity
• There is an opportunity to not only win market share by the numbers, but also win market share by the quality.
• What if there was one ‘golden thread’ that mobilised all UJ stakeholders in enhancing the brand?
Brand: Key Insight
ENABLING LIFE BUILDING MOMENTS
Brand Compass Key Insights
OWNERSHIP OF THE LENSES WITH WHICH STAKEHOLDERS
EXPERIENCE UJ…STARTS WITH YOU
SCHOOL vs UNIVERSTIY ARE TWO DIFFERENT WORLDS AND THE
JOURNEY BETWEEN THEM IS ONE THAT REQUIRES A ‘BRIDGING’
MENTOR,GUIDE OR COACH
WORD OF MOUTH (WOM) IS KEY…THE MESSENGER IS THE MESSAGE
ENABLING LIFE BUILDING MOMENTS
UJ’s PIVOT POINT OF SUCCESS IS POISED AT THE LIFESTAGE OF HIGHER LEARNING, WHICH IF EMBRACED WITH COMMITMENT
AND HARD WORK, ENABLES LIFE BUILDING MOMENTS
BRAND MARRIAGE
BRAND MARRIAGE ATTRIBUTE RESEARCH FINDING
InsightUJ’s PIVOT POINT OF SUCCESS IS POISED AT THE LIFESTAGE OF HIGHER LEARNING, WHICH IF EMBRACED WITH COMMITMENT AND HARD WORK, ENABLES LIFE BUILDING MOMENTSClouded by: Diversity & Transformation, Brand confusion, academic quality perceptions, internal process, perceived lack of pride and tradition
Aspirational NeedsI want to grow as a person and explore life to the fullestI want to be better myself as a personNeed something to equip me for the big bad world
Functional Needs Quality education is the primary function of UJ and that is how it should promote itself. Quality education is one of their mission statements
Emotional Needs I want to be prepared to go leave university and be prepared for life
Target MindsetPeople that want to grow and become responsible individuals People who want to learn- not lazy students just attending university to go to the parties- which our branding is promoting.
Source of AuthorityA large student contingentPride and TraditionHistory aligned to South Africa’s new history post 1994
Emotional BenefitUJ is a place where people can feel safe and be who they want to be UJ has provide me with safe haven UJ has allowed me to different sides of my own personality
Functional Benefits A qualification
Brand character & personalityYoung brandDiversity and transformationBrand confusion and frustration
Brand values and beliefsAcademic excellenceUJ should be about socialising and having fun but must not move away from their primary function which is quality education
UJ’s PIVOT POINT OF SUCCESS IS POISED AT THE LIFESTAGE OF HIGHER LEARNING, WHICH IF EMBRACED WITH COMMITMENT
AND HARD WORK, ENABLES LIFE BUILDING MOMENTS
CLOUDED BY:Diversity & Transformation
Brand confusion Academic quality perceptions
Internal processesPerceived lack of pride and tradition
Insight
Aspirational needBrand character & personality
ESSENCE
A brighter futureSuccess in lifeSecurityControlPride
Source of AuthorityDiversity of cultures – truly AfricanStrength in numbers
Target mindset
Motivated, opportunistic and ambitious
Young adolescent (discovering self & looking for direction, frustrated)ExpansiveMulticulturalHuge potentialAmbitious
INSIGHTLet me be your personal ‘life building’ coach so we can leverage this stage, to
take you to the next
Functional needs
Brand values and beliefs
I want a higher education qualification.
Brand proposition
I want to build a life for myself
Leveraging the lifestage of higher learning
Emotional needs
I want to better my chances in life. Competitive edge.
Emotional benefits
Functional benefitsQuality tertiary qualificationAbility to approach employersPotentially earn money (ROI)Bragging rights
Academic excellencePreferred student experienceExploring knowledgeSupport access to learningEducational growth that matters
INSIGHTLet me be your personal ‘life
building’ coach so we can leverage this stage, to take
you to the nextASPIRATIONAL NEED
I want to build a life for myself
FUNCTIONAL NEEDI want a higher education
qualification.
EMOTIONAL NEEDI want to better my chances
in life. I want that competitive edge.TARGET MINDSET
Motivated, opportunistic and ambitious. Gen Y
mindset
SOURCE OF AUTHORITYDiversity of cultures – truly
African.Transformational
Presence
EMOTIONAL BENEFITA brighter future
Success in lifeSecurityControl
Bragging rights
FUNCTIONAL BENEFITSQuality tertiary qualification
Capability of being employed
Potentially earn money (ROI)
BRAND CHARACTER & PERSONALITY
Young, dynamic, adventurous (risk)
Personal ‘life building’ coach
BRAND VALUES & BELIEFSAcademic excellence
Preferred student experience
Exploring knowledgeSupport access to learning
Educational growth that matters
BRAND ESSENCELeveraging the lifestage of
higher learning
BRAND PROPOSITIONUJ offers an opportunity to leverage
higher learning and provides a gateway to life building moments. Let
us coach you to become your aspirational self.
The Driving Idea Brief: The Idea That Gets Us There
DRIVING BRAND PROMISE:UJ offers an opportunity to leverage higher learning and provides a gateway to life building moments . Let us coach you through this stage to become your aspirational self.
DRIVING BRAND RATIONALE:Knowledge embodied and transferred through specialised curriculums, skilled staff and accessible infrastructure.
DRIVING TARGET MINDSET: This is MY lifestage of higher learning. It’s a short journey that has a big impact on my future. Help me achieve my prize.
Leverage life!
Transform higher learning
into life building
moments
Channels to communicate our big idea
STUDENTS
STAFF
COMMUNICATIONS
MEDIA AGENCY
STAKEHOLDERS
GOVERNMENT
SOUTH AFRICA
WORLD
BTL
TTL
ATL
#lifebuildingmoment
#UJLBM
Print - BrochuresRadioDigitalUJ Website
WOMMobile
Alternative
Word of mouth campaign starts with positive talk about positive
growth for uj#leveragelife
THANK YOU
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