the next great journey begins here · process assessment brand descriptors ... brand personality...

T H E N E X T G R E A T J O U R N E Y B E G I N S H E R E

- O P E N I N G R E M A R K S - O U R A P P R O A C H : • E K U B R A N D D E V E L O P M E N T P R O C E S S • A + T E A M : T H E E K U B R A N D T E A M- C L O S I N G R E M A R K S - D I S C U S S I O N / Q U E S T I O N S

J A N E P F E I F F E R

C H R I S B E C K E R , N AT E S P R Y, N AT H A N W E AV E R C H R I S B E C K E RJ A N E P F E I F F E RA L L

A G E N D A

T H E N E X T G R E A T J O U R N E Y B E G I N S H E R E

O N E P A R T N E R I S T H E B E S T F I T F O R Y O U

B E L I E V E T H E V O Y A G E W I L L M A K E Y O U S T R O N G E R A N D B E T T E R T H A N Y O U A R E T O D A Y .

W E S H A L L N O T C E A S E F R O M E X P L O R A T I O N , A N D T H E E N D O F A L L O U R E X P L O R I N G W I L L B E T O A R R I V E W H E R E W E S T A R T E D A N D K N O W T H E P L A C E F O R T H E F I R S T T I M E .

T O S T A N D S T I L L I S F A I L U R E

P H A S E 1 I M M E R S I O N

P H A S E 2 A S S E S S M E N T

P H A S E 3 P L A N N I N G

P H A S E 4 A C T I V A T I O N

P H A S E 5 E V A L U A T I O N

E K U B R A N D D E V E L O P M E N T P R O C E S S

C O L L A B O R A T I O N

L E A R N I N G A B O U T E K U B R A N D F R O M :

K E Y C U S T O M E R S

K E Y C O M P E T I T O R S

K E Y S TA K E H O L D E R S• S t u d e n t s• Fa c u l t y a n d A d m i n i s t r a t i o n• B o a r d M e m b e r s• Yo u n g A l u m s

• H i g h S c h o o l S t u d e n t s• Pa r e n t s• G u i d a n c e C o u n s e l o r s

• I n - s t a t e• Re g i o n a l

E K U B R A N D D E V E L O P M E N T P R O C E S S I M M E R S I O N

L E A R N A B O U T T H E E X I S T I N G E K U B R A N D

S T U D Y C O M P E T I T I O N A N D B E S T B R A N D P R A C T I C E S F R O M O T H E R I N S T I T U T I O N S

• Team Immers ion into Univers i ty : attend key act iv i t ies and events• Interv iews w i th key s takeho lders• Rev iew the h i s tory of EKU• Rev iew Univers i ty ’ s Strateg ic p lan and g iv ing in i t iat ives• Rev iew a l l brand communicat ions mater ia l s

• Pick your bra ins• Scour webs i tes• Market ing mater ia l s


R E V I E W E X I S T I N G R E S E A R C H L E A R N I N G

F I E L D P R I M A R Y R E S E A R C H

O U T C O M E

• Category • Compet i t i ve• Prev ious EKU stud ies

• Object ive

• Approach

• Gain INSIGHTS into the s t rengths , weaknesses of the Brand

• Understand cur rent Brand percept ions among the un ivers i ty ’ s key targets

• Round tab le d i scuss ions w i th : • On- l ine qua l i tat ive research• High Schoo l s tudents• Parents • Gu idance Counse lors

w i th in Un ivers i ty ’ s Reg ion

• Students• Younger a lumni• Un ivers i ty s taf f



E A R LY I M M E R S I O N E X P E R I E N C E

R E S P O N D E N T S

A R E A S E X P L O R E D

• During the week of 1/5 we conducted 1 on 1 interviews to start learning about key target perceptions and attitudes regarding the EKU Brand as well as other issues surrounding the college selection process

• High School Juniors and Seniors from Sacred Heart, St. X and Montgomery County High School

• High School Guidance Counselors from Sacred Heart and MCHS

• Freshman at EKU

• Perceptions of EKU• EKU student profile• Effective marketing materials

P R E L I M I N A R Y L E A R N I N G


K E Y D E L I V E R A B L E S

• State of the EKU Brand

• Key learnings and take-aways • Brand Perception and Attitude

alignment and disparity amongst stakeholders and target audiences

• Brand SWOT

E K U B R A N D D E V E L O P M E N T P R O C E S S A S S E S S M E N T

W E N E V E R S T A R T A N Y T H I N G F R O M N O T H I N G .


D I S C O V E R W H A T T H A T I S


D I S C O V E R W H A T T H A T I SS T O R Y


D I S C O V E R W H A T T H A T I SP R O D U C T


D I S C O V E R W H A T T H A T I SI D E A


D I S C O V E R W H A T T H A T I SN A M E


D I S C O V E R W H A T T H A T I SM Y T H


D I S C O V E R W H A T T H A T I SG O A L


1 8 7 4


W E N E V E R S T A R T A N Y T H I N G F R O M N O T H I N G .


S O W H A T H A P P E N S A F T E R W E ’ V E S T U D I E D ?


W E A S S E S S


• B R A N D D E S C R I P T O R S• B R A N D V A L U E S • B R A N D P E R S O N A L I T Y• B R A N D S T O R I E S A N D M Y T H S• B R A N D E X P E R I E N C E• B R A N D P O S I T I O N

• B R A N D I D E N T I T Y

T H E B R A N D P L A T F O R M


B R A N D D E S C R I P T O R S

This in i t ia l process starts with the d iscover y and development of verbiage our demographic responds to . This l i s t of words becomes a road map for how the brand i s interpreted v isua l ly and audibly. In wr it ing ads , l i terature and on soc ia l media these brand descr iptors wi l l he lp unify the vo ice of anyone speaking, des igning or wr i t ing on behalf of EKU. These Descr iptors wi l l inf luence the rest of the brand platform.


B R A N D V A L U E S

These are a great snap shot of what we are about . In external and internal communicat ions these Values are key. Some may be ver y true to exact ly what we are r ight now but some may be aspirat ional .

B R A N D P E R S O N A L I T Y

The personal i ty a l ready ex ists i t just needs to be def ined. When we def ine our Personal i ty i t wi l l a l so help unify our communicat ions .


B R A N D S T O R I E S A N D M Y T H S

There are many Brand Stor ies , Myths, and Legends wait ing to be leveraged. Digging these stor ies and myths up wi l l enr ich and inf luence the Brand and inspire future stor ies . L ike ever y great school Brand they know their stor ies and engra in them in the school ’ s culture .


B R A N D E X P E R I E N C E

The culminat ion of ever y interact ion between an indiv idual and a Brand whether tangib le or intangible . This wi l l be def ined for v i s i tors , s tudents , parents , a lumni and staff us ing the Brand platform.


B R A N D P O S I T I O N

This i s our “mantra” and the wr itten culminat ion of the ent i re Brand platform. The Brand Pos it ion states who we are , what we do, how we do i t and why we do i t . This copy i s short and stra ight forward and i t ends up being beaut ifu l because i t wi l l h i t at the core of the brand. If you were to hand over one p iece of the Brand platform to someone unfami l iar with EKU this i s the p iece you would g ive them.


W e don’t cater to the common. We don’t run on a beaten path. Conf ident that be ing made from scratch i s the only way. Loyal , s teady, and proudly unconvent ional s ince 1926, our h istor y i s inspirat ion for the future . We have our own cr isp, c lean taste . For those that share our independent - p ioneer ing sp ir i t and our d iscontent with the common can, we ra ise an Ale-8, the dr ink for those who f ind their own f lavor. Prove how great d i fferent can be, share the best of the Bluegrass in green g lass . Open one yourse lf .

B R A N D I D E N T I T Y

Within Assessment their i s a Creat ive Assessment phase . Through studying info and react ion from current and prospect ive students and parents in our Immers ion phase we wi l l d iscover what v isua l brand assets work wel l and which need improvement. We study what our compet itors are doing better than us and devise a p lan that wi l l s t rengthen our Brand Ident ity. Nothing i s off l imits in the Creat ive Assessment phase from bui ld ing s ignage, logos , to d ig i ta l ads , we wi l l assess and present ways to improve.



D E B A T E I S N E E D E D A N D 1 0 0 % N E C E S S A R Y


B U T S O I S C O N S E N S U S .


• B R A N D D E S C R I P T O R S• B R A N D V A L U E S • B R A N D P E R S O N A L I T Y• B R A N D S T O R I E S A N D M Y T H S• B R A N D E X P E R I E N C E• B R A N D P O S I T I O N

• B R A N D I D E N T I T Y

T H E B R A N D P L A T F O R M

E K U B R A N D D E V E L O P M E N T P R O C E S S P L A N N I N G

T H E E K U S T U D E N T J O U R N E Y

Through Immersion and Assessment we begin to activatethe the process through the use of a marketing plan

Millennials - A Marketing Plan Demonstration

H I G H S C H O O LJ U N I O R

AT T R A C T

H I G H S C H O O LS E N I O R

R E TA I N

C O L L E G EJ U N I O R

C O M P L E T E

C O L L E G ES E N I O R

R E C E N TG R A D U AT E

E S TA B L I S H E DG R A D U AT E

R E- E N G A G E


Millennials = current and prospective students

Process = framework for success

D E F I N E B U S I N E S S O B J E C T I V E S ( P L A N B A C K G R O U N D )

E X P L O R E R E S E A R C H A N D D ATA ( D E V E LO P S W O T A N A LY S I S , A D D I T I O N A L M E T R I C S )

E S TA B L I S H O U T R E A C H O B J E C T I V E S ( M A R K E T I N G O B J E C T I V E S A N D S T R AT E G I E S )

D E V E L O P I N T E G R AT E D M A R K E T I N G P L A N ( 2 0 1 5 M A R K E T I N G S T R AT E G I E S / TA C T I C S )


ENROLL & RETAIN

D E F I N E B U S I N E S S O B J E C T I V E

S P E C I F I C M A R K E T I N G O B J E C T I V E

Open communication with Millennials through social and traditional media, the

internet and through advanced interactive marketing methods.


E X P L O R E R E S E A R C H A N D D ATA

M I L L E N N I A L S A R E :

S a v v y , d i s c e r n i n g a n d e d u c a t e dTe c h n o l o g y a w a r e a n d a d e p tO p e n t o a n d d e m a n d p u b l i c p a r t i c i p a t i o n i n s o c i a l m e d i aS e l e c t i v e l y b r a n d - l o y a lI m p u l s i v e a n d y e t c o s t - c o n s c i o u s


S W O T A N A LY S I S

S T R E N G T H S

O P P O R T U N I T I E S

W E A K N E S S E S

T H R E AT S

• Unique program offerings appeal to individuality• Passion from current students, alumni, faculty,

administration and donors helps to generate brand loyalty

• Quality facilities reinforce the need for reliability and consistency

• A refreshed brand identity provides a framework for addressing weaknesses

• Creation of stories and myths allows for shareable social content, and are behaviors that are reinforced further along the student lifecycle

• Perceptions that competition (NKU for example) generates more excitement based upon technology-based outreach skills

• Increased focus on affordability in higher education (a factor that could be leveraged in the Millennial mind in to a Strength)

• Lack of brand awareness. Brand loyalty requires something with which to identify

• Lack of consistency in brand messaging. In order to become brand ambassadors, Millennials need consistent messaging in order to build trust


E S TA B L I S H O U T R E A C H O B J E C T I V E S

B U S I N E S S O B J E C T I V E S

D ATA A N D A N A LY S I S

M A R K E T I N G O B J E C T I V E S

M A R K E T I N G P L A N

E X P L O R E E K U - A N I N T E G R AT E D A P P R O A C H T O C O M M U N I C AT I N G A N D E N G A G I N G W I T H M I L L E N N I A L S


exploreeku.edu A story-based, interactive microsite with information specifically related to the ExploreEKU campaign

eku.edu Branded ExploreEKU content on the main university website with links to the microsite

#exploreEKU A hashtag campaign designed to increase engagement on Facebook, Twitter and Instagram and other strategically selected social media channels by inviting millennials to participate in sharing their experiences

ExploreEKU Platform Mobile application, email marketing and social media designed to personalize the on-campus experience, and continue engagement beyond the campus tour experience

Picture yourself here, ExploreEKU Social media, direct mail, email campaign designed to personalize the EKU experience with a football game, concert or attending class

4:39

Sarah LawrenceCriminal Justice Major

STATS

E X P L O R E

BADGES

Loves her black lab and bike riding in her spare time.

CAMPUSCHECK-INS75

SHARES20

FRIENDS5

Checked in at Alumni Coliseum

Checked in at Commonwealth Hall

Checked in at Kidd Stadium

Checked in at Todd Hall

Facebook: “Visiting #EKU....”

Twitter: “Visiting #EKU to..”

Facebook: “This Alumni Co..”

Instagram: “This Alumni C..”

4:39

P R O F I L E

S C H E D U L E

M A P

E X P L O R E


OK

4:39

EKUAlumni Coliseum

Some legendary games havetaken place here. Hit “OK” for

season ticket information.

OK

4:39

EKUStatue

What’s the deal this this nakedman statue? Hit “OK” for

more information.

OK

4:39

EKURavine

Hit “OK” for upcomingevent in information.

easternkentuckyuEKU Eastern Kentucky University - Share & Tag your photos with #EKU. Follow us on Twitter @EKUStories http://www.eku.edu

“ I S I T M E YO U ’R E L O O K I N G F O R ? ”

APPLY TODAY

GREEKWEEK

2016

GOODLUCK!

FINALSWEEK #EKUstudyspot

WHERE WILL YOURJOURNEY TAKE YOU?

MEN’S BASKETBALLTICKET PRESALE

ENDS TODAY


APPLY TODAY

GOODLUCK!

FINALSWEEK

WHERE WILL YOURJOURNEY TAKE YOU?

Timeline About

Eastern Kentucky UniversityDecember 23rd

598 People like this 122 Shares

PEOPLE

ABOUT

APPS

Photos More

60,789 l i kes

Great Journeys Beg in Here

http://www.eku.edu

MAP

YouTube Eastern Kentucky UniversityDecember 20th

598 People like this 122 Shares


APPLY TODAY

GREEKWEEK

2016

D E V E L O P I N T E G R AT E D M A R K E T I N G P L A N


Tactics to accomplish strategy

Clearly defined deliverables, timeframes and responsibilities

Comprehensive

M A R K E T I N G P L A N


E A S T E R N K E N T U C K Y U N I V E R S I T Y

MONTH O C T O B E R N O V E M B E R D E C E M B E R J A N U A R Y F E B R U A R Y M A R C H A P R I L M A Y J U N E J U L Y A U G U S T S E P T E M B E R

DATE 5 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18 25 1 8 15 22 29 7 14 21 28 4 11 18 25 2 9 16 23 30 6 13 20 27 4 11 18 25 1 8 15 22 29 5 12 19 26

HOLIDAY

CAMPUS EVENTS

SEMESTER BREAKS

STUDENTS

BRAND AMBASSADOR PROGRAM

ON CAMPUS EVENTS

EXTERNSHIP PROGRAM

TARGETED DIRECT MAIL

PARENTS

EVENT BROADCASTS


BRAND AWARENESS MEDIA

CUSTOMIZED TOUR PROGRAMS

PROSPECTIVE STUDENTS

EVENT BROADCASTS



H.S. BRAND AMBASSADORS


HIGH SCHOOLS

GUIDANCE COUNSELOR OUTREACH

BRAND LAUNCH PACKAGE

CATALOG


EVENT BROADCASTS

FACULTY

ON CAMPUS EVENTS

FACULTY RECOGNITION


ALUMNI

MAGAZINE CONTRIBUTIONS

ON CAMPUS EVENTS


INFLUENCERS/POLITICIANS




SOCIAL MEDIA

FACEBOOK

TWITTER

INSTAGRAM

DIGITAL

EMAIL

WEBSITE

APP

2015 AD INVESTMENT

FRIENDS (COMMUNITY)

ON CAMPUS/COMM EVENTS

SPONSORSHIP PACKAGES

DIRECT MAIL

DONORS

ON CAMPUS EVENTS




DATE 5 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18 25 1 8 15 22 29 7 14 21 28 4 11 18 25 2 9 16 23 30 6 13 20 27 4 11 18 25 1 8 15 22 29 5 12 19 26

HOLIDAY

CAMPUS EVENTS

SEMESTER BREAKS

STUDENTS


ON CAMPUS EVENTS

EXTERNSHIP PROGRAM


PARENTS

EVENT BROADCASTS





EVENT BROADCASTS





HIGH SCHOOLS



CATALOG


EVENT BROADCASTS

FACULTY

ON CAMPUS EVENTS

FACULTY RECOGNITION


ALUMNI


ON CAMPUS EVENTS






SOCIAL MEDIA

FACEBOOK

TWITTER

INSTAGRAM

DIGITAL

EMAIL

WEBSITE

APP

2015 AD INVESTMENT

FRIENDS (COMMUNITY)



DIRECT MAIL

DONORS

ON CAMPUS EVENTS




DATE 5 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18 25 1 8 15 22 29 7 14 21 28 4 11 18 25 2 9 16 23 30 6 13 20 27 4 11 18 25 1 8 15 22 29 5 12 19 26

HOLIDAY

CAMPUS EVENTS

SEMESTER BREAKS

STUDENTS


ON CAMPUS EVENTS

EXTERNSHIP PROGRAM


PARENTS

EVENT BROADCASTS





EVENT BROADCASTS





HIGH SCHOOLS



CATALOG


EVENT BROADCASTS

FACULTY

ON CAMPUS EVENTS

FACULTY RECOGNITION


ALUMNI


ON CAMPUS EVENTS






SOCIAL MEDIA

FACEBOOK

TWITTER

INSTAGRAM

DIGITAL

EMAIL

WEBSITE

APP

2015 AD INVESTMENT

FRIENDS (COMMUNITY)



DIRECT MAIL

DONORS

ON CAMPUS EVENTS



EKU A+B R A N D T E A MEKU A+

B R A N D T E A M

W H YS T R A D E G Y ?

T H E R E I S M U C H L E F T T O D I S C O V E R

T H E R E I S M U C H L E F T T O D I S C O V E R T O G E T H E R

W H A T W E C A N C R E A T E A N D A C C O M P L I S H A S A T E A M .

O F

S T R E N G T H E NT H E L E G A C Y

the next great journey begins here · process assessment brand descriptors ... brand personality...

Documents