Amina Loukili KristensenSiri Andresen Communication Department 21 03

Amina Loukili Kristensen/Siri Andresen Communication Department 21. 03. 2018 Brief: International branding of Ui. A -producing a corporate video

Vision & Mission of University of Agder

Three strategic areas • Learning and Education for the Future • Global Mindset • Social Involvment & Innovation

Why Global Mindset? • International impact (research & studies) • Internationalization as a KPI (quality) • Recruitment • 1/3 of Ui. A’s employees are above the age of 60. • Internationalization in education • Building strong international presence: knowledge is universal • Networking

Strategic goals • Improve Ui. A’s international visibility • Website • So. Me • Marketing campaigns • Improving international research communication

What is brand awareness • Brand awareness is a measure of how well your brand is known within its target markets • A brand is built by the sum of all interactions between a product, service, organization and its key stakeholders • Defined by functional and emotional benefits • An asset that must be effectively managed Brands are not optional – whether you choose to manage them or not

Brand = Vision & Values Ui. A strategy Faculties development Educational programs Prizes and academic recognition Innovation Research Meeting room H 2 024, Kristiansand Internal culture Brand Students Student life and facilities Alumni networks Career path Recruitment

What you do is the proof of what you believe Define the brand promise Deliver the brand promise consistently Brand Awareness is the cornerstone of a strong brand Operationalize the brand promise Live the brand promise

Step 3: Communication gap analysis What we want to project University of Agder G A P What they perceive Communication gap We need to develop attributes that will help with closing the gap Target audienc es

Target audiences 1. Young researchers 2. Bright international students 3. International funding institutions & partners

Positioning statement “Ui. A is one of the youngest universities in Norway, and it is still growing and consolidating its position for its high-quality research and study programmes both on the national and international level. Regionally anchored in Southern Norway, which is famous for its astonishing natural surroundings, Ui. A seeks to be an open and inclusive university that is characterized by a culture of cooperation. We prepare our students for a lifetime of learning and of responsible leadership, through a faculty dedicated to teaching and co-creation of knowledge. "

Ui. A Brand’s attributes • Ui. A is a young university in growth with a strong culture of openness and cooperation. Ui. A is a good place to develop. • • Flexible - not rigid In motion - not stagnant Innovative - not characterized by "that's how it's always been" In addition to "Norwegian attributes": • • High-tech and modern Beautiful natural surroundings Work-life balance. Gender equality and a well-functioning society

Selling points 1. Young with a strong culture of cooperation 2. Openness and equality 3. Flexibility and innovation 4. Collaboration in the region and co-creation of knowledge 5. Closeness to city centre and nature 6. Satisfied students 7. Active learning 8. Regionally anchored but looking globally 9. Based on the Norwegian democratic model

Tagline Open mind, open door

Example of campaigns: Student recruitment

New Facebook pages/New Twitter account

The brief • Produce a corporate video as part of the international branding of Ui. A • Length: 1 min 30 to 2 min • Keep in mind the target groups • Expiration date: 1 year minimum. • Quality over quantity • Be original! • Example: University of Lund

Principles for video production • Visual – show, don’t tell • Storytelling • Relay information and attributes about Ui. A in the quickest and clearest way possible • Dynamic visual style • Leave the audience wanting more