The 5 truths of higher ed branding

Trang 2

William Hull Faust

Managing Partner

@ologie

@williamfaust

Trang 3

The Agenda

ACT 1: AMAD, MAD WORLD

Today’s higher ed landscape

ACT 2: STRANGE BEDFELLOWS

Communications? Marketing? Branding?

ACT 3: THE FIVE TRUTHS

Trang 10

External Environment ART AND YT ayy DESIGN SCHOOLS ee MICA Full Sail RISD Ằ i Columbia % : - College SCAD Se Emerson e e ° es e ° e ° e e e e e ° ° e e e e e e ° e e ®e ee Parsons TT ° ey eg FP 8eeee ®®eŸ2 eg Coc gg ee et em BB O ey mw số .s.G.õ.Ð c — n a89 etm CCccõõốõốõốõốõốõốõốõẽõẽõẽõẽẽ c =ee® ge gw oe

Peoeg Coogee Coser Be me we e ge a

Coogee Peooe ° eg e ew wn cg e ge

"feoee, = Cr ( —i(“‘( i‘ hl; TL 7À -PCHAAAA.s*O -°° AE 6 ` ẻ IS ee

Trang 12

External Environment ART AND DESIGN SCHOOLS MICA RISD % SCAD - Parsons TH MIT V7 IT Georgia : Tech RIT STEM SCHOOLS MEDIA SCHOOLS Columbia wr College

®e° fee Coe

Coe °“ee Coe

Trang 15

External Environment THE ADVANCEMENT LANDSCAPE * GENERATIONS OF ALUMNI Engagement is a challenge * BEYOND ATHLETICS

Converting fans to supporters

* COMPETING FOR ATTENTION

Trang 16

External Environment THE ADVANCEMENT LANDSCAPE * GENERATIONS OF ALUMNI Engagement is a challenge * BEYOND ATHLETICS

Converting fans to supporters

* COMPETING FOR ATTENTION

So many good causes, so little time

* DONOR FATIGUE

Trang 17

Internal Environment

MEANWHILE, BACK ON CAMPUS

-STEM VS LIBERAL ARTS

Trang 18

Internal Environment

MEANWHILE, BACK ON CAMPUS

-STEM VS LIBERAL ARTS

The debate rages on

* PRODUCT VS PURPOSE

Trang 19

Internal Environment

MEANWHILE, BACK ON CAMPUS

-STEM VS LIBERAL ARTS

The debate rages on

* PRODUCT VS PURPOSE

Should schools be run like a business?

¢ THE QUEST FOR DIVERSITY

Trang 20

Internal Environment

MEANWHILE, BACK ON CAMPUS

-STEM VS LIBERAL ARTS

The debate rages on

* PRODUCT VS PURPOSE

Should schools be run like a business?

¢ THE QUEST FOR DIVERSITY

Higher ed’s Holy Grail

* HAVES AND HAVE NOTS

Trang 21

THE BOTTOM LINE:

Trang 23

BREAKING DOWN THE SILOS

(or at least finding kindred spirits)

Trang 24

BREAKING DOWN THE SILOS

(or at least finding kindred spirits)

Trang 25

BREAKING DOWN THE SILOS

(or at least finding kindred spirits)

Trang 26

BREAKING DOWN THE SILOS

Trang 27

BREAKING DOWN THE SILOS

Trang 28

BREAKING DOWN THE SILOS

Trang 29

BREAKING DOWN THE SILOS

Trang 30

BREAKING DOWN THE SILOS

Trang 32

The Rise of the Higher Ed

Trang 33

The Rise of the Higher Ed

Trang 34

The Rise of the Higher Ed

Trang 35

The Rise of the Higher Ed

Trang 36

But what do we mean by

INSTITUTIONAL BRAND

MANAGEMENT?

°e More than a logo

- More than a tagline

Trang 39

and telling a unified

STORY

Trang 40

THE BOTTOM LINE:

PEOPLE SUPPORT WHAT THEY HELP

aS

While an inclusive pro inful at times,

Trang 45

AUTHENTICITY IS EVERYTHING

Trang 48

® be inspired @

BE CHALLENGED

BE SUPPORTED

Trang 49

SHOW ME A STORY

Trang 50

Gen Z

Social media is the #1 on

we use the Internet, a — we

send more than 100 texts a day

Our attention span is

Trang 51

Ko

AMERICAN UN IVERSITY

Trang 53

EE AMERICAN UNIVERSITY W A 8® H !I WN 6 T © N_m, Đ€6 `“ Find out where your AU degree can take you ©

SJX MONTHS AFTER GRADUAIION, AU UNOLRGRADUATLS a WI l IN ALL MH00L5

Trang 58

*T STARTS WITH A BIG IDEA

Trang 59

(s —

ĐAtếL ©U€CAT ASS TANT PROFESSOR

MOC PINTO AND MOLECULAR MOLOGY a A n 7) - I2 Tý tụi 7, OU, 6 SPARTA WILL le /@&

Who can we depend on to tackle the big problems

of our time? Push the boundaries of discovery and

forge partnerships that lead to better answers?

Who will work for the common good with

uncommon will? SpartansWill.msu.edu

Trang 62

WE RISE

Ủ

Trang 64

OH, AND ONE MORE THING

(Truth #6, but I didn’t want to

Trang 65

g NSIDE then OUT

Launching internally first

Trang 67

Se ad

AT WEST VIRGINIA UNIVERSITY, DETERMINED T0 60 F¡

ITSIN0UR CT)

“S0 WE WILL 60 ABOVE WE WILL 6Ó BEYOND AND WHEN EVERYONE ELSE GOES BACK

MOUNTAINEER’ |

|

Trang 68

QUESTIONS’

Trang 69

THANK YOU