OR Brand VS.Campaign? Brand Campaign? + Balancing short-term and long-term goals in Higher Ed Marketing Teri Lucie Thompson University of Arizona @terilucie Bill Faust Ologie @williamfaust our agenda for today Brands vs Campaigns • Defining a brand platform • Defining a campaign platform What is a “brand campaign”? • Some examples outside and inside higher ed Insights and conclusions Historically brand • came first • more about identity and experience campaign • came second • more about promoting something specific But these lines are blurring A brand platform is typically • A longer-term proposition (5–10 years or more) • A filter for many decisions (beyond communications) • A tool to drive PERCEPTION • Derived from organizational purpose • Lived and reinforced over time • Created for all stakeholders A traditional campaign platform is typically • A shorter-term proposition (1–3 years or less) • More about promoting something specific • A tool to drive behavior (call to action) • Derived from a focused message strategy • Focused on near-term results • Tailored to selected stakeholders A brand platform includes brand strategy + experience More about the WHO and WHY (we are) (we exist) A traditional campaign platform includes message strategy + story More about the WHAT and HOW (we offer) (you benefit) Strong brands often use campaigns to sell ideas not just “things.” brand platform campaign platform “brand campaign” A few examples from outside higher ed 10 Public Value (the big idea) Outcomes and outreach in: which stands for • Health • Culture/Art • Economics • Athletics • Environment • Social Mobility “That’s the power of public.” (expressed more broadly) 73 74 75 76 universityofcalifornia.edu UC astronomers at the Keck Observatory are using the world’s largest optical and infrared telescopes to study the skies with unprecedented precision Bringing the depths of space in for a closer look—that’s the power of public universityofcalifornia.edu ©Jens Kauffmann Ensuring cinema’s defining moments are never lost— that’s the power of public universityofcalifornia.edu In the Sierra foothills, UC researchers are helping California ranchers by showing them how to implement the newest soil and grazing methods Putting research to work— that’s the power of public Treatments developed at UC, like this hepatitis B vaccine, have saved millions of lives and improved millions more universityofcalifornia.edu Preventing disease for a healthier world—that’s the power of public Meet John Doe (1941) ©Laurie Hatch universityofcalifornia.edu The UCLA Film and Television Archive, the world’s largest academic collection, preserves more than 300,000 media titles and 27 million feet of newsreel Using the CARMA telescope array, UC astronomers collect data on stars and galaxies, deciphering new clues about how our universe formed and evolved Answering the biggest questions in astrophysics today— that’s the power of public universityofcalifornia.edu A leader in sustainability programs, UC has saved more than $100 million in energy costs and holds more LEED certifications than any other university in the country Taking care of the only home we’ve got— that’s the power of public NASA The world’s largest Grateful Dead archive, housed at UC Santa Cruz, preserves the iconic band’s music and legacy for all universityofcalifornia.edu Celebrating the wonders of music, old and new— that’s the power of public Assistant professor Octavio Aburto-Oropeza and his team from UC San Diego’s Scripps Institution of Oceanography study the world’s oceans up close universityofcalifornia.edu Making sure our ecosystems are full of life—that’s the power of public Octavio Aburto / iLCP 77 78 boundless 79 Boundless (the big idea) • A shared mind set – unlimited potential which stands for • A shared spirit – Bear Down • Both literal and figurative • Never Settle – the strategic platform “Bigger questions Better answers Bear down.” (expressed more broadly) 80 83 HERE FOR BUSINESS? SO ARE WE NO PUBLIC ENTREPRENEURSHIP PROGRAM #BUSINESS #BEARDOWN NO FEDERAL RESEARCH FUNDING (BUSINESS FACULTY) 130+ INVENTIONS DISCLOSED AND PATENTS FILED (2013) ARIZONA.EDU/BEARDOWN 84 the bottom line A successful brand campaign sells an idea, not a thing c onveys a brand’s essence but in tangible ways aligns with people who share the brand’s philosophy 87 But it can also move metrics (over time) • awareness • engagement • enrollment/advancement + • perception • trial or consideration • internal alignment 88 THANK YOU Questions? 89 [...]...The Brands 11 12 happiness 13 14 15 16 19 performance 20 THE ULTIMATE DRIVING MACHINE 21 THE ULTIMATE DRIVING MACHINE 22 THE ULTIMATE DRIVING MACHINE 23 26 freedom 27 28 Expressed in many ways the sign off (Ding!) You are now free to move about the country The employee promise Freedom begins with you and me the company store The Freedom Shop 29 advocacy 36 37 42