getting brand messaging buy-in: building architecture through collaboration. dave holston, confab...
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Gettingbrandmessagingbuy-in:Buildingarchitecturethrough collaboration
Gettingbrandmessagingbuy-in:Buildingarchitecturethrough
collaboration
DaveHolstonConfabHigherEd2016
@DaveHolston
WhyCollaborate?
@DaveHolston
Apesdonotcollaborate
WhyCollaborate?
@DaveHolston
Dave’sbrandmantra#1
Ifyouwanttogofast,goalone.
WhyCollaborate?
@DaveHolston
Dave’sbrandmantra#1
Ifyouwanttogofast,goalone.Ifyouwanttogofar,gotogether.
WhyCollaborate?
@DaveHolston
Dave’sbrandmantra#2
Peoplewillsupportwhattheyhelptocreate.
WhyCollaborate?
@DaveHolston
3simplecollaborationtools
WhyCollaborate?
@DaveHolston
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WhyBrand?• Competition• Aconsistentbrandexperienceisexpected• Strainedfunding• Morechannels– mobile,social,web,print,TV,Radio,news• Theendofsilosandtheivorytower
@DaveHolston
WhyBrand?
@DaveHolston
WhyBrand?
@DaveHolston
WhyBrand?
@DaveHolston
WhyBrand?
@DaveHolston
WhyBrand?
@DaveHolston
WhyBrand?
@DaveHolston
CaseStudyTheUniversityofTexasatAustin
andGeorgiaInstituteofTechnology
Collaboration|Research|Resources|Implementation
@DaveHolston
Perceptions
@DaveHolston
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@DaveHolston
Rule1:Createafocused,researchdriven
messagingarchitecture
BrandAudit|Interviews|Research|Workshops
@DaveHolston
UTAustinBrandPerceptionResearch
National CampusCommunity
TexansAlumni
1K7K 450 50
RULE1:Createafocused,researchdrivenmessagingarchitecture
@DaveHolston
Whatdoyouthinkofwhenyouhear“UT?”
• Football
• Longhorns
• Athletics
Whatareourstrengths?
• Goodfaculty
• Strongacademics
• Athletics
Whatareourweaknesses?
• Overcrowded
• Tooliberal
• Toomuchemphasisonfootball
Whatdefinesatopuniversity?
• Provideshighestqualityeducationforstudents
• Attractsthebestfaculty
• Conducts research
• Provideslifelonglearning
• Promotesresponsiblecitizenship
StatementsaboutUT
• Adegree fromUTishighlyvalued
• Theuniversitycommunityisethnicallydiverse
• UTisa leadingnationaluniversity
• TexansfeelcultivatingthenextgenerationofleadersisUT’smost importantfunction
• TexansbelieveUThasapositiveimpactonsociety, butdonotfeelthat impact intheirlives
UTAustinBrandPerceptionResearch
RULE1:Createafocused,researchdrivenmessagingarchitecture
@DaveHolston
GeorgiaTechBrandResearchParticipants
Students Alumni Industry,Governmentand
non-profits
Parentsand
Teachers
ProspectiveStudents
1K 900 575 440 300
RULE1:Createafocused,researchdrivenmessagingarchitecture
@DaveHolston
Prestige
Currentgraduatestudents+7
Currentundergraduatestudents+4
Parentsofprospectiveundergraduates+13
Prospectiveundergraduates+11
ProspectiveGraduatestudents-6
GeorgiaTechFamiliarity
Parents/Teachers/GuidanceCounselors+17
GeorgiaTechBrandPerceptionResearchGeorgiaTechGoals
Nationalrecognition
ExpandCorporatecustomerbase
Elevatepeerperceptions
Enhancestudentapplications
Driveannualcontributions
CurrentStudentPerceptions
Student-focusededucation+10
Researchopportunitiesforundergraduates+18
Emphasisonundergraduateeducation+14
Emphasisonteachingexcellence+11
Campuslife+18
Sociallife+15
RULE1:Createafocused,researchdrivenmessagingarchitecture
@DaveHolston
:6,D"#$#$8"'G.,,*)/Positioning Personality
Global smarts in the entrepreneurial spirit of the Valley.
Your tech gateway to Silicon Valley riches.
Notable LanguageBetterment of humankind… illuminating mysteries… making sparks fly…fostering intellectual breakthroughs
The gold standard of technology education/research – world renowned tech center
We’re MIT, you’re NOT.Equal parts prestige and arrogance.
A innovative institution pioneering solutions for the world.
Overachievers focused on interdisciplinary innovation
Birthplace of innovation… Inspiring innovators that change the world…and innovate
Interdisciplinary approach to problem solving… intellectually dynamic and culturally diverse…
Real genius united by a love for STEM
World-class education in an intimate and intense environment
Big ideas into big discoveries… Amply prepared for the real world…learning through discovery
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Big, diverse liberal urban. NoCal to the core.
The epitome of a liberal public university
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Rule2:Involvethecampusindeveloping
brandmessaging
BrandAudit|Interviews|Research|Workshops
@DaveHolston
UTAustinBrandTeam
DaveHolston
DirectorofCreativeStrategy,OfficeofPublicAffairs
DonHale
VPOfficeofPublicAffairs
MarkPeterson
AVPOfficeofDevelopment
Dr.DebraMorrison&GradStudents
ProfessorofAdvertising,CollegeofCommunication
Dr.NealBurns&GradStudentsProfessorofAdvertising,CollegeofCommunication
DirectoroftheBrandCenter
RULE2:Involvethecampus indeveloping brandmessaging
Dave’sbrandmantra#3
Chooseyourmomentwell.
WhyCollaborate?
@DaveHolston
InternalBrandWorkshopParticipants
Faculty AdministrativeCommunicators
CollegeCommunicators
ResearchCommunicators
1625 15 10
RULE2:Involvethecampus indeveloping brandmessaging
@DaveHolston
RULE2:Involvethecampus indeveloping brandmessaging
@DaveHolston
RULE2:Involvethecampus indeveloping brandmessaging
RULE2:Involvethecampus indeveloping brandmessaging
@DaveHolston
Gettheminvolved• Makeithands-on• Makeitagroupactivity• Maketheexperiencememorable• Makeitfun• Documenttheprocesswithphotos
@DaveHolston
GeorgiaTechBrandTeam
DaveHolston
DirectorofCreativeStrategy,OfficeofInstituteCommunications
MichaelWarden
VPOfficeofInstituteCommunications
KathiWallaceDirectorofResearch,OfficeofInstituteCommunications
GregAble- TailFin
Owner,TailFinMarketingAtlanta,Georgia
RULE2:Involvethecampus indeveloping brandmessaging
@DaveHolston
InternalBrandWorkshopParticipants
Faculty AdministrativeCommunicators
CollegeCommunicators
ResearchCommunicators
6 23 30 17
RULE2:Involvethecampus indeveloping brandmessaging
@DaveHolston
RULE2:Involvethecampus indeveloping brandmessaging
@DaveHolston
Exercise:CreativeBrief• Creative Brief development – break up
into teams and have each group write a
creative brief for an audience of their
choice. Provide work sheets with the brief
questions for them to answer. Have each
group share back what they came up with.
1. Why are we communicating? (Goals, overview of situation and communication piece)
2. Who are we talking to? (Current motivations and perceptions?) Complete for your most important audience
3. What do we want them to think? (What reactions do we want to create, how will we solve their problem?)
4. What is the brand personality we want to project? (attitude, tonality, brand voice) Keep to 3 or fewer
5. What’s the single most important thing we want people to take away from the communication? (Think in terms of what our “headline” would say)
6. What proof do we have? (proof points, definable rational and emotional benefits for the audience)
7. What does success look like? (The one thing your target thinks, believes, and ultimately does after seeing your communication.)
RULE2:Involvethecampus indeveloping brandmessaging
@DaveHolston
Exercise:WordSearch• In small teams organized by department,
review new brand strategy messaging and
highlight the words and phrases that best
align with your audiences and needs from
the positioning and manifesto pages.
Circle three descriptive words at the
bottom that best resonate with your group.
AtGeorgiaTech,we’reunbound bythedefinitionsandstereotypesofa“TechnologicalInstitute.”Instead,weembraceapowerfullydiverseandexcitingblendofbrilliant,agileandcreativeminds.Equalpartssciencenerd,unconventionalartist,astutestrategistandchangeagent,we’reacommunityconnectedbyanattractiontothe ingeniousandinventive.Simplyput,welovesmart– exceptionalpeople,expansivethinkingandtransformativeideas.
Butwe’renot idleivorytower“academics.”We’rethethinkers,inventors,explorersandtrailblazersthatdiscover,inventandcreatesolutionsthatdriverealchangeintherealworld.Welovechallenges,andexpecttopushourselvestostickitout,battlethroughanddiscoverwhat’snew.It’snotalwayseasy,butdefiningthefutureneveris.
Attheendoftheday,we’reinthebusinessofcreatingthenext– thenextidea,thenexttechnology&thenextlegionofagilemindswell-equippedtoimagineandengineerourfuture.Ifyou’relookingforaplacetoflexyourbrainpower,toigniteyourpassion,tosupport yourdiscoveries,you’llfinditatGeorgiaTech.
RULE2:Involvethecampus indeveloping brandmessaging
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RULE2:Involvethecampus indeveloping brandmessaging
GeorgiaTechCollaborativeDesignGroup(35)• AccessibilityCenter• Admissions• Athletics• CollegeofBusiness• CollegeofComputing• CollegeofDesign• CollegeofEngineering
• GraduateStudies• GovernmentandCommunityRelations
• LicensingandTrademarks• ProfessionalEd• GTResearchInstitute
RULE2:Involvethecampus indeveloping brandmessaging
@DaveHolston
RULE2:Involvethecampus indeveloping brandmessaging
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@DaveHolston
RULE2:Involvethecampus indeveloping brandmessaging
@DaveHolston
RULE2:Involvethecampus indeveloping brandmessaging
@DaveHolston
UTAustinCollaborativeDesignGroup(15)• PublicAffairs• Development• Diversity• Admissions• GraduateSchool• StudentAffairs• Operations
RULE2:Involvethecampus indeveloping brandmessaging
@DaveHolston
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RULE2:Involvethecampus indeveloping brandmessaging
@DaveHolston
RULE2:Involvethecampus indeveloping brandmessaging
@DaveHolston
RULE2:Involvethecampus indeveloping brandmessaging
@DaveHolston
Rule3:Makeiteasyforthe
campuscommunicatorstoadopt brandmessaging
Resources |Tools|Reminders
@DaveHolston
GEORGIAINSTITUTEOFTECHNOLOGYVISION:GeorgiaTechwilldefinethetechnologicalresearchuniversityofthe21stcentury.Asaresult,wewillbeleadersininfluencingmajortechnological,social,andpolicydecisionsthataddresscriticalglobalchallenges.“WhatdoesGeorgiaTechthink?”willbeacommonquestioninresearch,business,themedia,andgovernment.
MISSION:Technologicalchangeisfundamentaltotheadvancementofthehumancondition.TheGeorgiaTechcommunity—students,staff,faculty,andalumni—willrealizeourmottoof“ProgressandService”througheffectivenessandinnovationinteachingandlearning,ourresearchadvances,andentrepreneurshipinallsectorsofsociety.WewillbeleadersinimprovingthehumanconditioninGeorgia,theUnitedStates,andaroundtheglobe.
WHOWEARE:There’splentyyou’dexpectwhenyouheartheterm“TechnologicalInstitute.”Brightminds.Innovativeideas.Technological masters.Maybeevensmart“nerdsandgeeks.”ButatGeorgiaTechwe’veneverbeensatisfiedjustlivinguptoexpectations.We’reunboundbydefinitionsandstereotypes- instead,weembraceanamazinglydiverseandexcitingblendofbrilliantandcreativeminds.Equalpartssciencenerd,unconventionalartist,astutestrategistandchangeagent,we’reacommunityconnected byanattractiontotheingeniousandinventive.Simplyput,welovesmart– exceptionalpeople,expansivethinkingandelectrifyingideas.Butwe’remorethanivorytower“bigbrains.”We’realsobynaturetinkerers,inventorsandexplorers– pathfindersthatbringanindustrioustenacitytoeveryopportunitywetackleandeveryobstacleweovercome.Welovechallenges,andexpecttopushourselvestodiscovernewlimits.It’snotalwayseasy,butdefiningthefutureneveris.Besides,there’snofeelingintheworldlikestickingitout,battlingthroughanddiscoveringsolutionsthatpowerchange.Attheendoftheday,we’reinthebusinessofcreatingthenext– thenextidea,thenexttechnology&thenextlegionofagilemindswell-equippedtoimagineandengineerourfuture.Ifyou’vegotthebrains,thedrive&thepassion,we’vegotthechallengeyou’vebeenlookingfor.KEYGOALS:Goal1:BeAmongtheMostHighlyRespectedTechnology-FocusedLearningInstitutionsintheWorld
Goal2:SustainandEnhanceExcellenceinScholarshipandResearch
Goal3:EnsureThatInnovation,Entrepreneurship,andPublicServiceAreFundamentalCharacteristicsofOurGraduates
Goal4:ExpandOurGlobalFootprintandInfluence toEnsureThatWeAreGraduatingGoodGlobalCitizens
Goal5:RelentlesslyPursueInstitutionalEffectiveness
WHYWEMATTER:Wedeliveronourtargets’tangibleandemotionalneedsWehaveanestablished,internationalreputation(builtondecadesof history)forbeingamongthebesttechnologicaluniversitiesintheworld.Evenso,we’redifferentthanmanyotherleaders– withculturethat’s“niceandnerdy”,opentonewideasthatchallengetheestablishedwayofthinking.
ButrigorisalsoinourDNA– weLOVESmarts,butyouhavetobededicatedandindustrioustosucceedhere.
Thoughweareatheartatechnologicaluniversity,wearebigenoughtohaveabroad-basedstudentbody,bringingtogethermultipleperspectivesononecampus. Butinallwedo,wearedefiningthefuture– we’reoneofthemostactiveresearchuniversitiesintheworld.
OurROIisunmatched– wepreparestudentsforimmediatereal-worldworkopportunitiesandourpublicstatushelpsmakeiteasiertoaffordtuitionwithoutcripplinglong-termstudentloanpayoffs.
Atlantaisauniquelylivableandopencity–atruemeltingpotofcultures,aswellascityandcampuslifestyles,chosenasahomeforsomeof thebiggestcompaniesintheworld.Everyday,Atlantaisbecomingmoreandmoreofaworldwidetechnologicalleader,growingbyleapsandbounds.
BRANDCHARACTERISTICS:Nimble,creative,collaborative,highperformingandfocusedonthegrandchallengesofourtime.BRANDMESSAGINGANDDIFFERENTIATORSAudience Inventive&Industrious Unbound Real-WorldResults
ProspectiveStudents AtGT,wehavethebrainpowerandthewillpowertothinkitup,mapitoutandgetitdone.We’reequalpartssmartsandtenacity,withthesparkandthefiretomeetanychallenge.
AtGTwe’reunboundbystereotypesorlimitations– weembracethebrillianceandpowerofourpeopleandtheiruniqueperspectives,puttingitalltoworktodefinewhat’snext.
AtGT,we’refirmlyrootedintherealworld,whichiswhyweprepareourstudentsbyworkingonreal-worldprojectsthatconnecttoindustryandthoughtleadersthatcandefinecareers.
AlumniandIndustry AtGTweareadaptable,ingeniousandtenacious,drawingfromawealthofbrightmindsandvariedexperiencestocreateoriginalsolutionsforourpartners.Weteamup,mapitoutandworkhand-in-handtoseeitthrough,solvingsomeofourpartner’stoughestchallenges,timeaftertime.
AtGT,we’rebuilttopartnerwithpassion.Unboundbyasystemizedrigidityoroverinflatedegos,we’reexcitedtodiscoverandapplyfreshnewsolutionsthatcapitalizeonrealworldopportunities.
AtGT,thewayweworkwithpartnersissimple– wedeliveroutstandingworkandsmartsolutionsengineeredtocapitalizeonreal-worldopportunities.It’sapractical,straight-forwardandflexibleapproachthatsimplyworks.
RULE3:Makeiteasyforthecampuscommunicators toadoptthe brandmessaging
Unbound InventiveandIndustrious Real-WorldReturns
We’reunbound bylimitations,expectations,orstereotypes,whichmakesiteasytoembracefreshthinkingandperspectivesandfreesustobeboldanddaringasweseeknewanswers.
We’reinventiveandindustrious inourapproachtoanyproblem,drawinginthenecessaryexpertise,thinking,andtoolstocomeupwithsolutionsthathaveanamazinglybroadspectrumofapplication.
We’refocusedonROIinallthatwedo,whichmeansblazingapathforsuccessbypreparingourpeopleandoursolutionstohaveimmediateapplicationanddemandintherealworld.
MessagingPillars
RULE3:Makeiteasyforthecampuscommunicators toadoptthe brandmessaging
@DaveHolston
Overall Students Partners
We'reunbound bylimitations,expectationsorstereotypes,whichmakesiteasytoembracefreshthinkingandperspectivesandfreesustobeboldanddaringasweseeknewanswers.
AtGTyou’llfindthatweareunbound bystereotypesorlimitations– weembracethebrillianceandpowerofourpeopleandtheiruniqueperspectives,puttingitalltoworktodefinewhat’snext.
AtGT,we’rebuilttopartnerwithpassion.Unbound byasystemizedrigidityoroverinflatedegos,we’reexcitedtodiscoverandapplyfreshnewsolutionsthatcapitalizeonrealworldopportunities.
Unbound
RULE3:Makeiteasyforthecampuscommunicators toadoptthe brandmessaging
@DaveHolston
Overall Students Partners
We'reinventiveandindustrious inourapproachtoanyproblem,drawinginthenecessaryexpertise,thinkingandtoolstocomeupwithsolutionsthathaveanamazinglybroadspectrumofapplication.
AtGeorgiaTech,wehavethebrainpowerandthewillpowertothinkitup,mapitout,andgetitdone.We’reequalpartssmarts,creativity,andtenacity,withthespark,fire,andvisiontomeet— andsurmount—anychallenge.
AtGeorgiaTechweareadaptable,ingenious,andtenacious,drawingfromawealthofbrightmindsandvariedexperiencestocreateoriginalsolutionsforourpartners.Wedreambig—mappingoutnewsolutionsandworkinghand-in-handwithourpartnerstosolvesomeoftheirtoughestchallenges,timeaftertime.
InventiveandIndustrious
RULE3:Makeiteasyforthecampuscommunicators toadoptthe brandmessaging
@DaveHolston
Overall Students Partners
We'refocusedonROIinallthatwedo,whichmeansblazingapathforsuccessbypreparingourpeopleandoursolutionstohaveimmediateapplicationanddemandintherealworld
AtGeorgiaTech,we’vecreatedapathwaytosuccessfirmlyrootedintherealworld—whichiswhyweprepareourstudentsbyworkingonreal-worldprojectsthatconnecttoindustryandthought leadersthatcandefinecareers.
AtGeorgiaTech,thewayweworkwithpartnersissimple— wemakeiteasytoaccessoutstandingworkandintelligentsolutionsengineeredtocapitalizeonreal-worldopportunities.It’sapractical,powerful,andflexibleapproachthatsimplyworks.
Real- WorldReturns
RULE3:Makeiteasyforthecampuscommunicators toadoptthe brandmessaging
@DaveHolston
RULE3:Makeiteasyforthecampuscommunicators toadoptthe brandmessaging
@DaveHolston
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Nextstep- Policy
@DaveHolston
DepthandBreadth ScaleofImpact CityofIdeas
Theuniversityhasadepthofresources,talentandtechnology, makingituniquely suitedtomovethenationforwardthrough economicandsocialdiscovery,ensuring avibrantfuture.
Theuniversityisabletomakeagreaterimpactintheareasofinnovation,socialandeconomicgrowthbecauseofitssizeandimpactinavastnumberoffields.
Fewmajoruniversitiesarecenteredinacommunityasvibrant,diverseandexcitingasAustin.Becausetheuniversityoffersauniquequalityoflifebuiltonatolerant,technologicalandcreativeatmosphere,weattracttalentedpeoplefromallovertheworld.
MessagingPillars
RULE3:Makeiteasyforthecampuscommunicators toadoptthe brandmessaging
@DaveHolston
RULE3:Makeiteasyforthecampuscommunicators toadoptthe brandmessaging
@DaveHolstonbrand.utexas.edu/
Rule4:Keepthebrandaliveovertime
ShowProgress|ReportResults|KeepitPresent
@DaveHolston
BrandImplementation“Softlaunch”
• Letthecampus“discoverandadopt”theidea• Iftheyseevalueinit,theywillsupportit• Beflexible• Ifthecommunitywasactiveincreatingit,it’smorelikelytheywillsupportit• NCAAtelevisionads,weeklynewsandfeatures,topuniversitypublicationsshouldallcarrythebrand.
• T-shirts.It’sallaboutt-shirts.
@DaveHolston
RULE4:Keepthebrandaliveovertime
@DaveHolston
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@DaveHolston
NCAATVspots
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@DaveHolston
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@DaveHolston
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@DaveHolston
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@DaveHolston
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@DaveHolston
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@DaveHolston
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@DaveHolston
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@DaveHolston
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@DaveHolston
“Ourbrandsymbolizesourreputation,ourvalue,andalloftheexceptionalandexemplarycharacteristicsforwhichGeorgiaTechisknown.”President“Bud”Peterson
RULE4:Keepthebrandaliveovertime
@DaveHolston
RULE4:Keepthebrandaliveovertime
@DaveHolston
“Headmirestheschool'smarketingslogan:"Whatstartsherechangestheworld.”
"Iamthechangestheworldguy,"hesays.”
BobMetcalfe,ProfessorofInnovation,
quotedintheAustinAmerican-Statesman2/20/2011
RULE4:Keepthebrandaliveovertime
@DaveHolston
Asit'swrittenrightuphereontheback,"WhatstartshereattheUniversityofTexaschangestheworld."
U.S.SenatorKayBaileyHutchisondeliverstheaddressatthe128thspringcommencement.
RULE4:Keepthebrandaliveovertime
@DaveHolston
“Butiftakeyoutakesomerisks,stepupwhenthetimesaretoughest,facedownthebullies,liftupthedowntroddenandnever,evergiveupifyoudothesethings,thenextgenerationandthegenerationsthatfollowwillliveinaworldfarbetterthantheonewehavetodayandwhatstartedherewillindeedhavechangedtheworldforthebetter.”AdmiralWilliamMcRaven,B.J.’77
RULE4:Keepthebrandaliveovertime
@DaveHolston
“Everytimeyoufeelpressure,embracetheprivilege,”Walkersaid.“Everytimeyoufeeltemptedtorestonyourlaurels,makethatdaymatter. Because,yes,‘whatstartsherechangestheworld,’butinordertochangetheworld,whatstartsherecannotstophere.”DarrenWalker,presidentoftheFordFoundation,deliveredamovingspeechtotheClassof2015
RULE4:Keepthebrandaliveovertime
@DaveHolston
Takeaway
Peoplesupportwhattheyhelpcreate.
@DaveHolston
BrandKumbayaSomeone's’branding,Lord,kumbaya,Someone's’branding,Lord,kumbayaSomeone's’brandinglord,kumbaya,
Ifwe’reevergoingtocreatedifferentiationamongourpeers,andcommunicateouruniquevalue,webetterdothistogether…
Kumbaya.
@DaveHolston
THANKYOU
@DaveHolston
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DaveHolston
Email – [email protected]
LinkedIn – linkedin.com/in/daveholston
Twitter – @DaveHolston
Web– The-Strategic-Designer.com