Rick Bailey, Shawn Odle and Mike Marston discuss how RHB helped Northwest Nazarene University find their distinctive voice and tell their story coherently.

1. The coherence model at
northwest Nazarene University
Love and other (marketing) drugs:
Mining and telling the Northwest Nazarene University story coherently
May 30, 2013
Thursday, May 30, 13

2. Shawn odle
account Executive
RHB
@SOdle
RiCk Bailey
Founder and Principal
RHB
@RichardHBailey
Mike Marston
Director of Admissions
Northwest Nazarene University
@MarstonMike
Thursday, May 30, 13

3. The challenge
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4. Coherence
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5. Thursday, May 30, 13

6. IS TELLING
THE TRUTH.
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7. Thursday, May 30, 13

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11. “IF WE COULD KNOW
WHERE WE ARE AND
WHITHER WE ARE
TENDING WE COULD
BETTER FIGURE HOW
TO GET THERE.”
Thursday, May 30, 13

12. ABRAHAM LINCOLn
“IF WE COULD KNOW
WHERE WE ARE AND
WHITHER WE ARE
TENDING WE COULD
BETTER FIGURE HOW
TO GET THERE.”
Thursday, May 30, 13

13. 1
2
3
4
The journey to coherence
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3
4
1
Defining the destination
In this kick-off meeting that
begins our partnership, we’ll
develop a shared
understanding of your goals
for your organization or
institution, and together
define measures of success.
The journey to coherence
Thursday, May 30, 13

15. 1
2
3
4
1
Three Satellites
To determine your current
position in the marketplace,
we next engage in
comprehensive market
research, answering the
“three satellite” questions
illustrated in the next steps.
These findings will pinpoint
your location on the
landscape of competing
groups and messages.
2
The journey to coherence
Thursday, May 30, 13

16. 1
2
3
4
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Satellite One: Who are
you?
With Circles of Influence,
we’ll discover the distinctive
experience of your institution
by engaging in intensive
conversations with current,
internal, primary customers.
2
The journey to coherence
Thursday, May 30, 13

17. 1
2
3
4
1
Satellite Two:
What do you say you are?
Here, we’ll take a Coherence
Inventory of your current
communication strategies
and tools, with an eye toward
identifying those that are “on
track,” as well as those that
represent missed
opportunities.
2
The journey to coherence
Thursday, May 30, 13

18. 1
2
3
4
1
Satellite Three:
What do others say you
are?
In this step, we’ll gather and
evaluate the perceptions of
external markets, again
looking for opportunities to
clarify messaging, address
misunderstandings and better
connect with constituents.
2
The journey to coherence
Thursday, May 30, 13

19. 1
2
3
4
1
Coherence Manifest
Now we’re ready to chart a course
that will guide you toward the
destination(s) outlined in Step
One. Part communications
standards, part strategic plan, the
Coherence Manifest presents the
verbal and visual elements that
will serve as navigational
touchstones in the development
of new key messaging and
communications.
2
3
The journey to coherence
Thursday, May 30, 13

20. 1
2
3
4
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Making the trip
In this final phase of our
journey toward coherence, we
will implement the strategies
and creative direction
developed in the previous
steps. Marketing
communication tools will vary
depending on the “three
satellite” findings, but may
include digital, print or
broadcast solutions.
2
3
4
The journey to coherence
Thursday, May 30, 13

21. the solutions
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22. Thursday, May 30, 13

23. The primary brand message communicates
that NNU’s mission is the transformation
of the whole person. While those familiar
with Scripture will connect this phrase with
“love” or see in it Christ as the “Way,” all
will hear/read the emphases on movement
to “greater-ness” (transformation)
and excellence.
Christ has called us to build his Kingdom
here and now. Our highest calling is to pre-
pare the world for His coming and
all our efforts at NNU are planned and car-
ried out with that in mind.
…and love on the right. In combination, these two
dynamics reflect our Wesleyan heritage and commitment.
NNU welcomes students eager to engage in
challenging intellectual dialog and discovery and
who demonstrate intent to participate in a trans-
formative learning and in undergraduate and
graduate programs in residential, satellite and
online “campuses.” Specific indicators of NNU’s
distinctive approach include our core curriculum
(name here); our first year experience (name
here); our President’s Honors Program (name
here); distinctive and noted academic programs,
especially education, business, psychology and
…); our Academic Lift Program; and the NNU
faculty-mentored advising program.
1 A MORE EXCELLENT WAY
8 REDEEMING THE WORLD
3 LOVE
Another of our vision imperatives speaks to our responsi-
bility as scholar-disciples to influence culture with truth
and love. Our Community Speakers Series brings great
thought leaders to campus and takes NNU faculty thought
leaders around the world. The Center for Wesleyan
Thought hosts the largest archive of Wesleyan thinking in
the world. Alumni examples go here. Student outcomes
go here. And President David Alexander’s writing and
streaming videos go here.
7 SHAPING CULTURE
As much as we invest in intellectual development,
our co-curricular programs are likewise designed
to transform whole persons who are wise follow-
ers of Christ. NNU’s First Year Experience, the
Center for Spiritual Development, the Center
for Life Calling (our career and life coaching
center), and our Residence Life programs and
events are intentionally designed to help men
and women of all ages to follow Christ by leading
and serving.
4 NURTURING DISCIPLES
The two-toned shield represents two powerful
core values of the institution, truth on the left…
2 TRUTH
Likewise, as a Christian college, we share a responsibility
to lead and equip the church to do the work of Christ. To
that end, our Center for Wesleyan Thought offers unpar-
alleled resources to pastors and church leaders around the
world. More than x% of NNU alumni are engaged in full-
time Christian ministry around the globe including these
examples:. More than x% of NNU students annually en-
gage in outreach and service opportunities; x% complete
internships and practicums in churches in ministries; and
each year, there are other cool students doing ministry
while representing NNU.
5 SERVING THE CHURCH
6 FORMING SCHOLARS
1
4
7
5
8
6
2 3
Thursday, May 30, 13

24. PURPOSE
VISION
MISSION
VALUES
STRATEGIES
GOALS
BUILD
THE
KINGDOM
OF GOD
TO BE THE LEADING CHRISTIAN
UNIVERSITY IN THE NORTHWESTERN
UNITED STATES AND THE GLOBAL
RESOURCE FOR WESLEYAN THOUGHT.
TO TRANSFORM WHOLE PERSONS
TRUTH LOVE
FORM SCHOLARS NURTURING DISCIPLES
SHAPE CULTURE SERVE THE CHURCH REDEEM THE WORLD
NNU PURPOSE CHART
Thursday, May 30, 13

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30. External Expressions
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31. LOVE.NNU.EDU
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32. We are nationally
recognized and awarded by
US News and World Report
and The Princeton Review.
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33. Thursday, May 30, 13

34. meet
HoWard
tall, dark and
Visit campus yourself to meet the
people of NNU—your professors
and future classmates—and see if
NNU is a campus community that
you could call home.
Sit in on a class lecture, see the dorm
rooms, tour campus and grab coffee
in downtown Nampa during one of
these visit opportunities.
That’s how I describe myself
to my friends, at least.
handsome.
for it.
my
word
the Elk.
i am
howardHoWard
Chiseled and bronzed,
everY daYI watch the herds of students pass me on the walkway as
they hurry to class, chapel and lunch. In the midst of classes
and busy schedules, they still find time to make the NNU
community a great place to be with campus traditions like
our annual talent show called Fresheree, wing
events, and Time Out, a student-led
worship service.
love.nnu.edu/visit
But don’t ta
ke
Thursday, May 30, 13

35. TRANSFORMED OUTRAGEOUS
FRATERNAL COMPETITIVE
RECREATIONAL INVESTED
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36. Intentional Engagement
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37. I grew up in Boise, so when it
came time to go to college, I
moved just 30 minutes away! I
had the best of both worlds––I
was totally immersed in the
college experience and was still
able to see my family! Let me tell
you about myself and NNU. To
start, here are
cotton candy!
reality TV
roller coasters
mustard yellow
laughing
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38. Thursday, May 30, 13

39. LOVE.NNU.EDU
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40. Results
OMITTED from
Web view
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41. QUESTIONS?
Thursday, May 30, 13