Branding 101 Finding your Niche Dr Margaret Peg

Branding 101: Finding your Niche Dr. Margaret (Peg) Mc. Manus Dr. David Chapman Dr. Paul H. Benson

“ 13 Reasons Colleges are in this Mess 1, ” l l Many colleges and universities in financial trouble Reasons include #9 “Failed to Find a Niche” l l “Small private colleges that have failed to differentiate themselves will face increasing obstacles as the student population shrinks. ” Colleges should define their market position, within the college’s mission 1 March 13, 20009, Vol LV, Number 27, http: //chronicle. com/weekly/v 55/i 27/27100101. htm

Panelists: l l Peg Mc. Manus, La Salle University David Chapman, Samford University Mary Healy, Springfield College Paul Benson, University of Dayton

Branding at La Salle University l Overview l Branding Process l Issues l Best Practices

La Salle University Philadelphia, PA – – – 7, 331 students, 300 full-time faculty Urban, comprehensive, Master’s II De La Salle Christian Brothers University http: //www. lasalle 2. org/

The La Salle Brand “is the culmination of more than 300 years of spiritual and intellectual enlightenment, the true La Salle brand experience is lived and breathed every day…” La Salle University Brand Book

Branding Process l Strategic Plan (2001) – Goal: Communicate our distinct identity (“branding”) – Research: What is our identity?

Brand Research l Dehne Report (2002) – Key messages and language from stakeholders

Integrated Marketing Themes (2003) l Marketing Task Force (2002 -05) – l l 15 members from various constituencies Integrated Marketing Task Force (2006 -08) Planning Advisory Board (2008 – present)

Marketing Themes l Themes – – – Connection to the City of Philadelphia and the region Connection of theory to practice Education for the greater good, that is, Service to the poor

Positioning Statement (2003) La Salle University is a dynamic educational community shaped by traditional Catholic and Lasallian values: a deep respect for each individual, a belief that intellectual and spiritual development go hand in hand, a passion for creative teaching and learning, and a conviction that education should be useful—for personal growth, professional advancement and service to others. The University’s environment fosters students’ involvement in their own education, both inside and outside the classroom; supports and challenges them; engages and empowers them, all with the goal of providing a transforming experience, one that will ensure their lifelong association with La Salle.

Graphic Identity (2006) l Branding book – – – All messages about the University should be consistent Core values provide a framework for students to live rewarding lives Visual identity is one aspect of the brand

Brand Guidelines University Logo and Tag Line Coat of Arms Athletics Logo

“Ideation” sessions (2008) l Consulting firm engaged l Discussion of “our promise” and “reasons to believe”

Brand Leadership Team (2009) l Faculty and administrators l Monthly meetings with consultant l Consultants also meets with individuals and groups

Strategic Plan (2009) The Will to Excel l Managing enrollment – l “Improve communications between Enrollment Services and the campus community by increasing the level of engagement among University constituents in the University-wide branding initative and integrated marketing communication efforts” Integrating mission

Revised Positioning Statement (2008) La Salle University is a dynamic educational community shaped by Catholic and Lasallian values: a deep respect for each individual, a belief that intellectual and spiritual development go hand in hand, a passion for creative teaching and learning, and a conviction that education should be useful—for personal growth, professional advancement and service to others. The University’s environment fosters students’ involvement in their own education, both inside and outside the classroom; supports and challenges them; engages and empowers them, all with the goal of providing a transforming experience, one that will ensure their lifelong association with La Salle.

La Salle University Brand Promise La Salle University is inspired by St. John Baptist de La Salle, the patron saint of teachers, and is shaped by Lasallian and Catholic values. The La Salle University experience prepares students for a lifetime of personal development, service, and success. Reasons to Believe Excellence in Teaching and Learning Personal Attention Sense of Community Global Perspective Proof Points Examples at University, School, Department or Individual levels Tagline Never stop exploring Brand. ED Consultants Group, 2009

Issues l Additional, unnecessary work l Resistance to change l Overemphasis of brand

Best Practices 1. 2. 3. 4. 5. Build on a culture you already have Reach out to wider circles Incorporate the brand/mission into every speech Live the brand continually Deliver the brand to the constituents

About Samford University l Founded in 1841 (one of the 100 oldest schools in the nation)

About Samford University l l l Name change in 1965 (from Howard College to Samford University) Relatively small enrollment (4600 students), but 8 schools (Arts and Sciences, Business, Education, Arts, Law, Pharmacy, Nursing, Divinity) Frequent confusion with Stanford and Stamford

Rounding Up the Strays l l l Proliferation of brands on campus Failure to tie brands to university Lack of clarity about university image History of autonomy in the professional schools Antagonism between Office of Communications and other units at the university

You Make Me Feel Brand New l l Developed in the Office of Communications Focus on the traditional belltower logo Met with opposition from some deans Met with derision by some faculty Old style New style

Battle of the Brands We did get a sneak peek at the new logos, which I refer to in my email below, but that was the extent of it. None of the details of the policy (like the color pallet which is the subject of my email below) were discussed. Yet, UR continues to leverage the approval of UC, which is simply inaccurate. Second, our school had a representative on the branding committee who has confided in me that committee was left out of many of the details that are now tripping us up, yet the folks (specifically A and B) continue to propagate the notion that all had signed off on the new policy.

We’ve Been Dis-Branded! l l l l l Existing logos academic insignias or logos that will continue *: Ida V. Moffett School of Nursing Mc. Whorter School of Pharmacy Orlean Bullard Beeson School of Education and Professional Studies Beeson Divinity School Bulldog (official athletics logo) Samford athletics wordmark Existing logos/insignias/wordmarks that may continue or be redesigned within new identity guidelines: Resource Center for Pastoral Excellence Student Government Association Children’s Learning Center WVSU-FM University Ministries Samford Outdoor Summer Adventure Public Safety Office Community Banking School Alabama Governor’s School Student involvement logos that exist with varying uses of the old belltower logo and/or Samford University wordmark but were not designed by office of communication l l l l l Logos/insignias/wordmarks to be eliminated or redesigned within new identity guidelines: Beeson Scholars University Fellows De. Votie Legacy Society Samford Auxiliary Career Development Center Davis Lectures Office of International Studies Evening Degree Program Exercise Science and Sports Medicine Vulcan Materials Center HEAL (Healthcare, Ethics and Law Institute) Oak Mountain Interpretive Center Residence Life Student Health Services The Global Center Samford Wireless LEAD Scholars Christian Women’s Leadership Center Interlocking SU

Being Completely Under-Branded l School brands v University brands l Color distinctions Schools with approved academic insignia (nursing, pharmacy, divinity, education) as of 1/1/09 may use those insignia only in conjunction with the official belltower logo for the university or their school. The insignia cannot be larger than the official belltower logo. Academic units and other program areas may, from time to time, develop logos for use in specific situations. These logos must identify the program as related to Samford University and must be used in conjunction with the official university logo. These should not be used singularly to identify Samford University. Requests for such logos must be reviewed and approved in advance with the office of communication. (Office of Communications)

One Brand Thing After Another l l l Compromises were acceptable Faculty unconcerned University is better served

Branding at the University of Dayton UD: Fundamental characteristics l l Founded in 1850 by the Society of Mary (Marianists) Largest private university in Ohio: – – l l 6800 undergraduates (95% residential) 3200 graduate students Top-ten Catholic research university ($96. 5 M in FY 09) Mission-based emphasis on service and leadership through community-building “Large-small” character Five academic units: Arts and Sciences, Business, Education and Allied Professions, Engineering, Law

UD mission The University of Dayton is a comprehensive Catholic university, a diverse community committed, in the Marianist tradition, to educating the whole person and to link learning and scholarship with leadership and service.

History and purposes of the initiative l l l Embedded in planning processes: Vision of Excellence / Strategic Plan / Campus Master Plan (2005 -07) Appointment of new VPs in Enrollment Management and in Advancement (2006 -07) Three primary motivations for the branding initiative: – – – To build more robust, national applicant pool To continue to raise academic profile and increase diversity To focus communications strategy for $360 M campaign

Deeper cultural context l l Transition to first lay president (2002); faster pace of decision making, greater national aspirations Humble, egalitarian, inclusive ethos of the Marianists Decentralized, relational campus culture; history of departmental autonomy in communications Conservative fiscal management

Some products of the branding l l Once-Quiet U. of Dayton Pushes a Bold Brand “The Roman Catholic college has a splashy new campaign to update its image and reach more students – and it’s working. ” [Chronicle, Sept. 12, 2008] UD Undergraduate Admissions web site

Results l l 30% increase in applications from 2007 to 2008 20 -25% annual increases in campus visits in both 2008 and 2009 Substantial increases in proportion of out-of-state applications 30% annual increase in diverse student populations “Dad, I never knew that you worked at such a cool university. ”

Seven questions for a branding initiative l l l Is the initiative grounded in and guided by academically meaningful values and strategic institutional goals? Will the creators of the branding campaign take time to understand the university’s values, mission, and culture, and then convey that identity with integrity? How will inherent tensions between the language of marketing and the guiding values of the liberal arts and sciences be addressed?

Seven questions for a branding initiative l l To what extent does the institutional culture require significant faculty involvement in decisions about university communications? Are the objectives and scope of the branding initiative well defined? Can the consultants be trusted to execute the initiative with high quality? Will they respond to campus input? Are the financial costs of the initiative acceptable, given competing priorities?

Questions? Peg Mc. Manus Associate Dean, School of Arts and Sciences La Salle University mcmanus@lasalle. edu 215 -951 -1042 David Chapman Dean, Howard College of Arts and Sciences Samford University dwchapma@samford. edu Paul H. Benson Dean, College of Arts and Sciences University of Dayton paul. benson@notes. udayton. edu