review of marketing at u of nebr. kearney 2005 2011

A Marketing ReviewStatus of Marketing at UNK and A Proposal for Moving Forward

Presented to

Enrollment Management CouncilBy Curt Carlson, VCUR and Chair of Marketing Team

May 19, 2011

Situation in Summer‐Fall, 2005

• UNK Strategic planning underway• “Don’t Forget Kearney” campaign• Varner Hall research: 35% no knowledge of UNK

• “New” website not satisfactory according to students and faculty

2005‐2006

• University Relations Advisory Committee• Consensus decision to create new campus icon, a la UNL’s “N”

• Launched year‐long campus‐wide branding project

• URAC selected Malcolm Grear Associates (Providence, RI) to conduct research, design graphic standards and campus icon.

2006‐2007

• UNK Strategic Plan, Phase I completed: Included Goals to:– Continue to improve UNK marketing– Promote UNK strengths– Increase visibility in areas where populations are growing.

• Marketing Advisory Council established in January, sets goal of advertising campaign for year

2006‐2007

• Statewide broadcast‐print‐outdoor ad campaign launched in February‐March featuring theme of “Scholarship, Achievement, Community” using the tagline, “Choose Nebraska‐Kearney.”

• Campaign also featured UNK‐branded station ID’s in Lincoln and Omaha.

• Insert visual here of station id slide from 10/11 campaign

2006‐2007

• UR Phase II Strategic Plan, top priority initiative: To develop a coordinated university marketing campaign designed to motivate prospective students and their influencers in all categories of enrollment to inquire about UNK and formally enter the prospect pool.

• Goal to increase from 8,000 to 10,000

2006‐2007

• Concluding Report of First Phase of UNK Identity Audit and Analysis

GOALS AND VISION• UNK wants to become a “destination

institution” not only for Nebraska residents, but for those in neighboring states, across the country, and indeed around the world.

• UNK plans to stabilize growth, steadily increasing enrollment and attracting the highest quality faculty to live and work in Kearney.

• Successfully compete for funds in both the University of Nebraska system and the greater civic arena.

• Elevate UNK’s reputation in terms of academic excellence, achievement, quality, and community.

• The identity should clearly distinguish UNK —within the NU system and among the top institutions of higher education across the region.

OBSERVATIONS AND ASPIRATIONS• UNK should become an international focal point

for academic and cultural exchange. By enhancing UNK’s public perception and awareness, Kearney’s geographic location would become less of an obstacle, and more of a valued asset.

• UNK should certainly build upon its history for producing outstanding teachers, while at the same time, broadening its reputation to include leadership and achievements in research, technology, business, art and design, athletics, community service, professional placement and other relevant areas.

• As growth occurs UNK must maintain the high standards and the personal, hands‐on characteristics of the UNK educational experience. These qualities are core to UNK’sidentity, and they must be guarded even as change is achieved.

BRAND NAMING RECOGNITION• A critical part of this process is understanding

how people (i.e. students, parents, faculty, and the general public) commonly refer to the University by name. We agreed that the existing formal name, University of Nebraska at Kearney, remains the most appropriate name for the University, especially at it relates to the existing University of Nebraska identity system. However, in the development of the campus icon, it is important to consider how people most often identify the University. Through our discussions, it is clear that the initials “UNK” have become synonymous with the University of Nebraska at Kearney. There seems to be a certain level of recognition in this short and easy‐to‐recall name. There is also a strong affinity for the athletic mascot, the Loper, within the UNK community and we will consider how it can relate to the new icon.

COLOR PALETTE• There is agreement that the color red

“belongs” to the University of Nebraska at Lincoln (i.e. “go Big Red,” etc.). UNK has a strong investment (through its history, athletics, and ties to Kearney) to its blue and yellow (sometimes gold) colors. We intend to work with these colors and may refine their recommended use and/or extend the palette to include a family of colors to support the UNK campus identity.

MARKETING UNK• It is understood that UNK is developing a

more comprehensive and effective marketing strategy. The UNK campus identity will provide the essential tools for communicating the University’s brand. To aid in the success of this effort, it is critical that UNK’s new campus identity be represented in a consistent and coherent manner. Therefore, previous identities (in most cases) should be replaced by the new campus identity and system.

• As marketing campaigns surely evolve over time, the UNK campus identity must have the visual and intellectual strength to work in every situation.

2007‐2008

• Work begins on new campus icon and graphic standards—Malcolm Grear

• Randy Mattley begins work at UNK as Director of Advertising and Creative Services

• New campus icon unveiled March• Graphics Standards manual released

TitleSlide

Building UNK’s Brand: THE FUNDAMENTAL CHALLENGE

• Who are we? Can our audiences identify the UNK brand and associate it with UNK’s strongest attributes?

• What is UNK? What is the range of tangible and intangible products or services we provide? (Degree, education)

• Why does anybody care? How do we associate the UNK institution and product with meaningful benefits? (Knowledge, career, ideals)

• Why would audiences support UNK? How can we convert brand awareness into loyalty and active support? (Enroll, donate, engage, recruit)

Building UNK Brand

Marketing Initiative Goal

Marketing Initiative Goal

UNIVERSITY OF NEBRASKA KEARNEY

Increase broad‐based awareness and support for UNK that will result in a total of 10,000 qualified student prospects entering the admissions pool for fall, 2009 and an additional 5,000 by fall, 2010.

Note: latest figures show number of student inquiries are up +10% over this time last year and +20% over 2009.

Fall 2011 Fall 2010 Fall 2009 Fall 200810,287 9,353 8,557 7,559as of 05/05/11

So We Begin To Search

So we begin the search for words and images to capture who we are

and what makes us special

Strategic Analysis 1

Strategic Analysis

To Determine‐ People's ideas/awareness of UNK‐ People's vision of what UNK can be‐What matters to Prospectives in their decision‐making process‐Why some chose UNK‐Why some didn't choose, or didn't stay with UNK‐ How and What we are doing well, and How/What we should do differently

Strategic Analysis 2

Strategic Analysis

Conduct face‐to‐face Focus Group research with ‐ Faculty‐ Staff‐ SAE attendees‐ Current students

Conduct Online surveys through OpiniO to Staff, and any faculty on‐campus or accessing email over the summerAlumniInfluencers: high school counselors, principals, chamber membership, legislators and elected officials, other opinion leaders‐‐from across the state

Students Talk

Students Talk

“UNK is amazing, but often overlooked.”

“UNK is the kind of university for small people to do big things.”

“UNK is the kind of university for working class families’ children to attend.”

“When I think of UNK, I think of my new home.”

“I transferred to Kearney from a big school in a big city. I soon discovered the ‘glitter’ wasn’t so bright on the glamour side. Forget the glitter and glamour; UNK offers the freedom and community to develop your fullest potential. You Can Shine at UNK.”

Faculty Perceptions

Faculty Perceptions

“Kearney is a great town and the university has a great relationship with the community. I think we have a good balance as far as our workload goes. A strong emphasis is put on teaching, but we also have the ability to be involved in research and service. UNK offers a very supportive and rewarding environment.”

“Here, we talk about and enact experiential learning.”

“UNK students are successful because they get a lot of personal. Students who are familiar with larger institutions are amazed at the level of accessibility of faculty here. Just caring for the student—that’s part of the culture here.”

“UNK creates a really strong value proposition for our students. When you look at what our students have to pay and what they get, it’s an amazing value.”

Alumni Impressions

Alumni Impressions

“I chose UNK because of its size. I knew I would not be just another number in classes that were too big. I received one‐on‐one instructuion regularly throughout the different stages of my training and obtaining licenses. I spend most of my time up in the air, but at UNK, I had an educational experience that was really down to earth.”

(Avation graduate, now a flight instructor and corporate pilot)(from first You Can commercial spot)

“Our president is a graduate of UNK and has been with the company 37 years. Our vice‐president is a graduate of UNK and has been with the company 28 years. Many of our management, and employees, are very capable and successful alumni of UNK.”

(Business graduate, now District Manager, Buckle Corp.)

Current UNK. Ideal UNK

UNK is a solid university, but aspires to more imaginative and bold thinking

Current UNK

• Hardworking

• Provides opportunity

• Rural Nebraska focused

• Second tier university

• Traditional curriculum

• Valued in community

• Competitive athletics

Ideal UNK

• Nationally distinctive

• Reputation for academic excellence

• Nebraska’s finest

• Multidimensional learning Environment

• Growing pride and supportfrom Kearney

Brand Architectures 1

Brand Architecture

Position

Value Statement

Results

Attributes

Compassion: One‐on‐one

Part of NU System

Distinguished Academic Programs

Extraordinary Community Relationships

Strong Work Ethic

Undergraduate Research

International Experience

Academically Rigorous

Student Focused

Residential Campus

ExperienceIdeal Size Campus

Engaged Faculty Scholars

Brand Architecture 2

Brand Architecture

Position

Value Statement

Results

Attributes


Part of NU System



Strong Work Ethic




Student Focused

Residential Campus



Students Who Succeed Quality of Life, Now and Later Loper Pride


Brand Architecture

Position

Value Statement

Results

Attributes


Part of NU System



Strong Work Ethic




Student Focused

Residential Campus




At UNK, people matter. Learning matters. We believe our students can and will achieve anything they set out to do. Webelieve the campus environment, a highly supportive faculty and staff, and UNK’s location in the heart of a region thatvalues hard work and integrity is reflected in the pride graduates have in their university, the compassion they show for theirfellow human beings, and the driving ambition they have to help make the world a better place. Inspired by a faculty ofscholars, thinkers and doers, and a heritage of pioneer achievers, UNK students know they can do or be anything.


Brand Architecture

Position

Value Statement

Results

Attributes


Part of NU System



Strong Work Ethic




Student Focused

Residential Campus




At UNK, people matter. Learning matters. We believe our students can and will achieve anything they set out to do. Webelieve the campus environment, a highly supportive faculty and staff, and UNK’s location in the heart of a region thatvalues hard work and integrity is reflected in the pride graduates have in their university, the compassion they show for theirfellow human beings, and the driving ambition they have to help make the world a better place. Inspired by a faculty ofscholars, thinkers and doers, and a heritage of pioneer achievers, UNK students know they can do or be anything.

You Can (Do Anything) at UNK

Dissecting The Position

Dissecting The Position:

Students MatterUNK EmpowersScholarship

The Drive to Learn

You Can (Do Anything) at UNK

Gateway to the worldPath to SuccessYour Community

AchieveCreateExcel

ResearchShineStudyLeadThriveEngagePerform

Bringing The Brand To Life


Development of a new integrated marketing initiative

• Introduce the university’s new positioning

• New icon and graphic identity

• New messaging and “bumper sticker” theme

• Reinforce the new positioning over time


Creative Samples 1

Creative Samples 4


Creative Samples 2


Creative Samples 3


Creative Samples 5

The Strategy

The Strategy

Paid advertising PLUS…

• Website

• Earned Media

• Publications

• New Media

• Community Relations

• Word of Mouth

2008‐2009

• Conduct research and creative process to develop messaging

• Introduce “You Can . . .at UNK” theme and campaign using print, broadcast, outdoor, direct mail

• Begin highly targeted ad campaign on Facebook

2009‐2010

• Build on “You Can” theme in Omaha with “180 on I‐80” campaign

• Continue Facebook campaign• Begin to shift emphasis from traditional “awareness” advertising to “direct response” ads

2010‐1011

• Top 10 campaign• Triple size of advertising commitment to Facebook, expand beyond Nebraska

• Begin MyMajors.com mobile app campaign in March, targeting Nebraska, Colorado, Kansas, South Dakota, Missouri and Texas. Companion magazine, The College Outlook, distributed in bulk to admissions counselors at 1,655 high schools in targeted states, plus 50,000 added circulation to MyMajors subscribers.

Inquiry Numbers(students who have shown an interest in UNK)

2011 Fall 2010 Fall 2009 Fall 2008 Fall

10,287 9,353 8,557 7,559(As of 5/5/11)

2011‐2012

• Conduct robust marketing research (Noel‐Levitz?)toanalyze response to past and present messaging/media and refine messaging for next ad cycle with prospective students, parents, and admissions counselors.

• Take full advantage of mobile platforms to directly increase prospect list

• Grow sophistication of Facebook campaign• Use variable data tactics to maximum effect• Add MIAA markets to ad mix

2011‐2012

• Depending upon outcome of research, continue to refine advertising strategies

• Grow effectiveness of website and video as marketing tools

• Grow support for non‐traditional student marketing—international, regional diversity, out‐of‐state, online, graduate, transfer, etc.

THANK YOU!

review of marketing at u of nebr. kearney 2005 2011

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