what is branding?

Presented bySean P. Killion, Associate Director - University Housing & Residential Life

Topics covered:Basics of Marketing

History of BrandsGrowth of Social Media

University’s Branding EffortsUniversity Housing & Residential Life Brand

How do we proceed

Thursday, April 26, 2012

What is marketing?


What is marketing?

Definition of Marketing American Marketing Association, 2004

An organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders


Role of Marketing

Identifying the needs and wants of the customer is called the Marketing Concept

Businesses changed their approach to marketing

Growth of Customer Value and Customer Relationships.

Companies look to specialize in delivering value in a number of ways: best price (Costco), best product (Starbucks), best service (Lands’ End).


The Marketing Mix

Understanding the marketing mix, otherwise known as the 4 P’s of Marketing– Product– Place– Price– Promotion


What impacts marketing?


What is branding?

Branding is the process of creating a special meaning for a product, one that makes it distinctive in the marketplace and in its product category

Brand image is the result of communication as well as your own personal experience with the product


The Beginning of the Brand

Branding, Advertising, and Marketing are related but not the same process

Think of the brand as the CORE MEANING of what you are selling


Cycles in American business Marketing strategies used in different eras


Historical perspective

The first mass-marketing campaigns started in the second half of the 19th century – had more to do with advertising than with branding

Early marketing efforts promoted a range of recently invented products – people had to change the way they lived their lives

Ads had to inform consumers about the existence of a new invention, then convince them that their lives would be better if they used these products



Many of new products bore brand names: Ivory Soap, Tide Detergent, etc.

At the same time another innovation in business emerged: The factory


Brands Hit Road Block

Marlboro Friday

Market became saturated with price conscious consumers

Some opted for marketing over value every time such as Nike, Apple, the Body Shop, Calvin Klein, Disney, Levis, and Starbucks. (Pricing Strategy was very important)

Branding was becoming a larger and longer focus of their businesses.

They invested in the brand

They integrated the idea of branding into the very fabric of their companies


The Lifestyle of the Brand

Brands were becoming cultural accessories and lifestyle philosophers


Your brand and its meaning


The Brands Bounce BackTransition of the Apple Brand - More than just a logo.


The Brands Bounce BackBrand Personality


The Brands Bounce BackTransition of the Nike Brand - Beyond “Just Do It”


The Brands Bounce BackNike - Product Placement in What Women Want


The Brands Bounce BackThe Cola and Fast Food Chain Wars

There were some companies that had always understood that they were selling brands before product. Coke, Pepsi, Disney, McDonalds, and Burger King weren’t fazed by the brand crisis, opting instead to escalate the brand war


The Brands Bounce BackThe Starbucks Experience

The Starbucks coffee chain was also expanding during this period without laying out much in advertising: Instead, it was spinning off its name into a wide range of branded products: Starbucks airline coffee, office coffee, coffee ice cream, coffee beer, Starbucks seemed to understand brand names at a level even deeper than Madison Avenue


The Brands Bounce BackThe Starbucks Experience


Raising the Bar

“Consumers don’t truly believe there’s a huge difference between products,” which is why brands must “establish emotional ties” with their customers

Emotional leverage/ brandingNike is leveraging the deep emotional connection that people have with sports and fitness

Starbucks, coffee has woven itself into the fabric of peoples’ lives.

A great brand raises the barIt adds a greater sense of purpse to the experience, whether it’s the challenge to do your best in sports and fitness o the affirmation that the cup of coffee you’re drinking really matters.


Growth of Social Media


http://www.youtube.com/watch?v=iO2oDooDc0k&list=FLF9C-x_JMAEcceTln8LTOHg&index=68&feature=plpp_video



Growth of Social MediaThere are various statistics that account for social media usage and effectiveness for individuals worldwide. Some of the most recent statistics are as follows:

Social networking now accounts for 22% of all time spent online in the US.

A total of 234 million people age 13 and older in the U.S. used mobile devices in December 2009.

Twitter processed more than one billion tweets in December 2009 and averages almost 40 million tweets per day.

Over 25% of U.S. internet page views occurred at one of the top social networking sites in December 2009, up from 13.8% a year before.

Australia has some of the highest social media usage in the world. In usage of Facebook, Australia ranks highest, with over 9 million users spending almost 9 hours per month on the site.

The number of social media users age 65 and older grew 100 percent throughout 2010, so that one in four people in that age group are now part of a social networking site.


Growth of Social MediaMore most recent statistics:

As of June 2011 Facebook has 750 Million users.

Facebook tops Google for weekly traffic in the U.S.

Social Media has overtaken pornography as the #1 activity on the web.

iPhone applications hit 1 billion in 9 months, and Facebook added 100 million users in less than 9 months.

If Facebook were a country it would be the world's 3rd largest in terms of population, that's above the US.

U.S. Department of Education study revealed that online students out performed those receiving face-to-face instruction.

YouTube is the 2nd largest search engine in the world.

In four minutes and 26 seconds 100+ hours of video will be uploaded to YouTube.

1 out of 8 couples married in the U.S. last year met via social media.

1 in 6 higher education students are enrolled in online curriculum.


Growth of Social Media

Seriously, I’ll need another 3 hour session to go into everything we need to know about social media and developing effective social media strategies.

The important point is WHAT DO WE DO ABOUT IT?

Social Media HAS TO BE part of our marketing and branding strategies since this is what our customers use to communicate.


Branding DiscussionWhat is the Temple Brand?


Temple University What is the Temple Brand?

How does Temple manage its brand?– Institutional Advancement / Alumni Development– Creative Services and Web Communications– University Communications– Department staff charged with marketing activities

What is our organizational structure?– Vice President for Institutional Advancement– Vice President of Enrollment Management– Vice President for Community and Government Relations


Temple University What is the Temple Brand?

Efforts with regards to branding

For the past two years, the University has been looking to revise it’s current brand with a focus on Temple’s unique differences, a new web and print design, an enhanced social media presence, and a new collaborative strategy to engage the entire Temple community.

Effort was delayed due to the exit of Michelle Moore, Vice President for Marketing for the University.

Temple hired outside firm STAMATs to conduct marketing research

University also formed Council of Communicators connecting many of the University staff involved with marketing activities.


STAMATSMarketing Research Conducted

•  Temple’s brand is its promise

•  It is built on the past (reputation), is shaped by the present (actions), and can evolve in the future (strategic objectives)

•  It is the value proposition an institution offers to its stakeholders and target audiences

What do you think when you hear Temple University?

A strong brand attracts: ! Best-fit students ! Best-fit faculty ! Donor interest ! Media attention

! Research dollars ! Strategic partners ! Alumni engagement



•  Perceptions assessment of Temple’s key constituents –  Current students, faculty and staff –  Prospective undergraduate and graduate students –  Alumni –  Non-alumni donors –  General public – PA, NY, DE, NJ, and DC

•  Results will help inform:

–  Creation of messaging and visual identity, unifying Admissions, Athletics and the Health System

–  Redesign of www.temple.edu and other electronic marketing

–  New undergraduate admissions marketing strategy

How will Stamats help build a strong brand at Temple?



Temple has strong recognition in the general public, regionally and beyond

When you think of colleges or universities in the greater Philadelphia area, what institutions come to mind?*

Philly Metro

(n=200)

All Other PA (n=199)

D.C. Metro

(n=100)

NYC Metro

(n=100)

Temple University 70% 41% 40% 32%

University of Pennsylvania (Penn) 51% 23% 36% 38%

Drexel University 48% 14% 19% 19%

Can’t think of any greater Philadelphia colleges or universities 5% 33% 39% 26%

Villanova University 22% 14% 13% 9%

Penn State University 16% 7% 8% 17%

Saint Joseph’s University 19% 7% 4% 9%

La Salle University 15% 2% 3% 3%

*Respondents allowed more than one response.



What do prospective Temple undergraduates consider in college selection?

0% 10% 20% 30% 40% 50% 60%

Diversity Student life

Opps for campus involvement Atmosphere

Financial aid, scholarships Quality of faculty/staff

Athletics, sports teams Personal attn, class size

Campus appearance Academic variety

Proximity to home Academics, quality of my

Size of the college Cost

Offers my major/program Location*

6% 6%

6% 6%

7% 7%

12% 13%

13% 21%

23% 24%

26% 29%

32% 40%

*Includes rural/urban, size of town, climate, near entertainment and shopping, etc.

•  Location and academics are key drivers

•  Diversity is not



•  Diverse—ethnic, socioeconomic

•  Good academics •  Large •  North Philadelphia •  Unsafe

•  Richly diverse academic, professional, and life experiences

•  World-class programs, faculty, and facilities

•  Access to “more”—options, opportunities, experiences, programs, people, etc.

•  Urban, modern, vibrant

Conclusions: Shifting Perceptions

oday omorrow



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Recommendations: Relevance and Focus

•  Relevance: We know that Temple has a compelling story, but audiences decide how and whether a story is relevant.

•  For Temple’s marketing to be

successful, it must focus on elements that are of most interest to internal and external constituents.

•  Focus: Temple has so many potential stories, it can be tempting to tell them all. But, big stories get lost in the noise of too many little stories.

•  Temple must identify four or five key stories and reinforce them often and well with a dynamic verbal and visual vocabulary.



Recommendations: Key Characteristics

•  Temple is described as “diverse,” “large,” and having a “wide variety of academic programs.” None of these descriptors sets it apart from peers and competitors institutions.

•  Temple must identify a combination of key characteristics that competitors do not already “own” and that are relevant to its most critically important audiences.



The Keys to Success: Focused Messaging and Multiple Channels

Think of students, alumni and employees as Temple’s greatest ambassadors.

Build and support a strategic plan that incorporates all audiences’ interests and needs.

Customize: Use appropriate media vehicles and voice for each audience.


Branding DiscussionThe University Housing and Residential Life Brand


The Golden Circle


The Golden CircleWhat?University Housing offers a residential experience for undergraduate and graduate students in on and off-campus facilities.

How?Improving our services, operations, technology and marketing capabilities to increase productivity through stronger collaborations and intentional planning and execution.

Why?We want to offer our students, their families, and our colleagues excellent products and services, leading to a transformative educational experience for students.

Why?

How?

What?


The Brands Bounce BackLinking Strategic Planning to Branding and Integrated Marketing


Branding DiscussionThe University Housing and Residential Life Brand

Individual Exercise - 10 minutes

Defining our product

Meaning of our product

How do we engage our customer

Group Exercise - 10 minutes

Define our brand: 4Ps, Brand Promise

Value to customers

Emotional connection

Share ideas - 10 minutes


Branding DiscussionWhat is the University Housing and Residential Life Brand?

Don’t worry! No answers needed today

Next steps

Await guidance from University Branding Initiative, DOSA ThinkTank and DOSA Marketing and Branding initiatives currently underway

Consider how we engage our department to better strategize increasing understanding of our brand promise.

Use Disney Institute document as example.

Form a UHRL Task Force (all three pillars) to examine our “department” brand message and incorporate it into overall marketing communications plan


Examples of brandingIntegrated Marketing Communications for Temple University

Ready?

Temple is well-connected. In fact, with the largest student computing center in the country, Temple has been named one of America’s most wired campuses. The TECH (Teaching, Education, Collaboration, and Help) Center offers 24-hour access to always-updated computer technology.

And the human connection at Temple is even stronger.

One out of eight of all college graduates in Philadelphia holds a Temple degree. Think about what that could mean as you prepare to enter the job market.

Temple is also the nation’s fifth-largest provider of professional education. Our students excel in the fields of dentistry, law, medicine, pharmacy, podiatric medicine, and more.

You come to Temple to connect with a course of study. Temple connects you with that and so much more.

Temple alums share a deep and !erce loyalty to their alma mater.

How can Temple connect you?

connect

Even within the TECH Center, it’s not uncommon to see a !lm student scoring a movie with a music student.

–Faculty member from the School of Communications and Theater

You come to Temple to work hard.You come to Temple to get ahead.

You throw yourself into the experience. You join, you attend, you cheer, you stay up late and get up early.

You navigate the city. You write and solve and type and email. You meet and discuss. You change majors and try out different career paths. You unwind.

And you leave a wiser person,a more quali!ed professional, a more polished thinker.

You meet people you never imagined meeting. You do things you never imagined having the chance to do. You grow into yourself.

You make the most of your time at Temple.

And leave moving quickly toward that next opportunity.

Here’s the deal.

Here’s the deal.

WWW.TEMPLE.EDU

You come to Temple to sharpen your focus. Our students turn academic passions into success stories.

We provide the conditions for your success—then it’s up to you, and your own focus.

Students don’t come to Temple simply to “go to college.”They come with real goals in mind, with the energy and drive to achieve those goals, and the wherewithal to adapt those goals when necessary.

Whether you enter Temple in the Honors Program, as a Tyler art student, a communications major, Conwell Scholar, undeclared or transfer student, we meet you where you are, and then help you achieve new heights in your chosen field.

If your goal is graduate school, Temple can help you get there through rigorous academic preparation and close partnerships with professors. If you plan to start your career right out of college, Temple’s renowned connections with Philadelphia businesses can pave your way.

build

The people we have in front of our classrooms really care about the students.

You get a small-school relationship along with the technology bene!ts of

a world-class institution.

–Faculty member from the College of Science and Technology

Temple students are known for their grit and determination.

Are you tough enough for Temple?



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Examples of brandingNew Department Apparel Logo


what is branding?

Education

brands bounce

starbucks

historical

social media

temple university

temple brand

vice president

meaning thursday