Do something 9152020 Do something collaborative 2 The

Do something

9/15/2020 Do something collaborative 2

The challenge Q. How many universities are there in the U. S? 2, 618 accredited four-year universities 9/15/2020 Do something collaborative 3

The challenge Q. How many colleges and universities are there in KANSAS? 63 9/15/2020 Do something collaborative 4

The challengers How many college taglines on file? ~700 9/15/2020 Do something collaborative 5

Not a challenge “Our students come to us seeking the freedom and ability to change their lives and the lives around them. And we deliver” Valparaiso School of Law 9/15/2020 Do something collaborative 6

Challenger(s) “Invent the future” Virginia Tech USC UNLV Dow Corning 9/15/2020 Do something collaborative 7

Our challenge 1 Key messages that For prospective students, faculty For stakeholders like taxpayers For legislators 9/15/2020 Do something important 8

Our challenge 2 Differentiate KU What sets KU apart How KU can help you 9/15/2020 Do something important 9

Our view KU is ‘Distinctive’ “KU has a distinctive sense of place that instills school pride and an excitement about learning” - DEEP Report 9/15/2020 Do something important 10

Our view KU is ‘Distinctive’ Rankings Location People Traditions 9/15/2020 Do something important 11

Our view We have Purpose Why we do what we do Making a difference in the world Appealing to the committed student 9/15/2020 Do something important 12

Our view Statements of purpose Because people need to know Journalism Because people deserve lives with dignity Social Welfare Because knowing the law is your best defense Legal Services for Students Because you need answers KU Info 9/15/2020 Do something important 13

Do something with purpose and distinction

Campaign Theme Do Something with purpose and distinction Statements of purpose Why we do what we do — appeals to prospective students and others who seek purpose in their lives Statements of distinction What we do best — appeals to prospective students and others who seek distinction, prestige and engagement in something of significance Personal Statements What I do and why – Illustrative and interactive content appeals to prospective students and others who wish to express their passions, views. (Photos, videos, short personal narrative, artwork. ) 9/15/2020 Do something important 15

Goals Internal • Create a university-wide awareness of our purpose and points of distinction • Empower individual units to communicate their purpose and points of distinction External • Establish KU in public’s mind as a top national university with superior academic and research programs. • Engage the best and brightest prospective students 9/15/2020 Do something collaborative 16

Communicators are 9/15/2020 Do something meaningful 17

Online Database to collect points of distinction Login Search Statements View Statements 9/15/2020 Do something meaningful 18

Enter and edit points of distinction Describe Source or link Time stamp Categorize Key words Track editing 9/15/2020 Do something enlightening 19

Categorize by key message areas 1. Acclaimed faculty and academics 2. Pioneering research 3. Focus on health and wellness 4. Globalism and diversity emphasis 5. Alumni network and career connections 6. Dynamic campus life 7. Economic engine for state 8. Student, faculty and staff commitment 9/15/2020 Do something organized 20

Case Study School of Social Welfare because people deserve lives with dignity Purpose • Ranked 14 th in nation by US News • 30 percent growth in research funding • Faculty member on prestigious White House Council on Aging • International faculty and student exchanges Distinction • New faculty recruited from top doctoral and research universities • National accreditation for 58 consecutive years 9/15/2020 Do something healthy 21

KU Homepage Campaign Space 9/15/2020 Do something online 22

Unit Distinction Page Distinction Purpose 9/15/2020 Do something big 23

We need you A key factor in the success of this project will be the way in which we as administrators communicate its merit to our units. Statements of purpose Build Points of Distinction database Assign Content Managers Assign content managers in your area to be responsible for collecting, verifying and editing statements of purpose and distinction 9/15/2020 Do something original 24

We will all benefit Consistent key messaging Consistent web presence Pride Points and nuggets Accessible 24/7 Fresh, timely 9/15/2020 Do something original 25

Do something An Integrated Campaign to establish KU as the first choice for the best and brightest