Realize Your Brand Strategy in 2016
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Download this webinar for free: http://mstnr.me/2bvbnf5 Everything starts with your brand — if you can’t articulate who you are, every communication is a wasted opportunity. Brand strategy begins with defining your institutional brand. Realizing that strategy and influencing how key audiences perceive your brand is the crucial next step. This webinar will outline a practical approach to defining a brand strategy and executing that strategy in the real world. Put an end to wasted communication opportunities in 2016, and start the year with a plan to articulate and implement your brand. What You Will Learn: • The elements of a solid brand framework. • How market research informs your messages to key audiences. • How to implement your brand strategy in 2016 with content, editorial, and marketing plans. Who Should View: • Marketing and communications professionals responsible for brand development and/or messaging. • Enrollment management, admission, alumni, and development managers, directors, and VP’s who need to translate the institutional brand into compelling audience-specific messages.
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Realize Your Brand Strategy in 2016
- 1. Realize Your Brand Strategy in 2016 Tuesday, 8 December 2015 2:00 pm ET
- 2. • 30 minute webinar + 15 minutes for Q&A • Ask questions through the Zoom Control Panel • Tweet during the webinar with #mStonerNow • Fill out the post-webinar evaluation • Check your inbox later this week for the webinar recording and slide deck The Plan
- 3. Joel Pattison Director of Strategy joel.pattison@mstoner.com 434.533.1530 @jwpattison Mallory Wood Director of Marketing mallory.wood@mStoner.com 802.457.9234 @mallorywood
- 4. Let’s start with some definitions.
- 6. What you stand for in the minds of the people you’re trying to reach, influence, and move to action. brand /brand/
- 7. How do you manage something that’s in people’s minds?
- 8. Actual perceptions about brand Model for Brand Management
- 9. Model for Brand Management Desired perceptions about brand Actual perceptions about brand (Strategy)
- 10. Model for Brand Management Desired perceptions about brand Actual perceptions about brand Influence perceptions about brand Visual Identity & Logos Tone & Voice Storytelling Marketing Plan Content Strategy Website Publications Advertising Earned Media Actual Experiences ... (Strategy) (Tactics) (Results)
- 11. Knowing who you are (and how you’re perceived).
- 12. Discern brand perceptions with audience research. • Understand the perspective of the external audiences • Inform strategy and bolster credibility for recommendations • Useful at various points in the brand development process
- 13. Who should you talk to? • Prospective students • Current students • Parents - current or prospective • Guidance counselors • Alumni
- 14. Who should you talk to? • Higher ed leaders • Hiring managers • Civic/government leaders • Major donors
- 15. Who shouldn’t you talk to?
- 16. “Everyone”
- 17. Qualitative Research • It’s a conversation • Extremely flexible • Lays the foundation for quantitative research
- 18. Quantitative Research • When it follows qualitative research, it can ensure that you have the right brand attributes • Tracks changes in brand awareness and perceptions over time • Reaches a larger (and more external audience)
- 19. Model for Brand Management Actual perceptions about brand A continuous process of audience testing and research
- 20. Model for Brand Management Desired perceptions about brand Brand Strategy
- 21. Defining your brand strategy.
- 22. Brand strategy is the art and science of discovering, understanding, articulating and evolving your brand.
- 23. • Attracts best-fit students • Creates differentiation from competition • Allows for premium pricing • Provides immediate credibility for new offerings / schools / programs • Engages and leverages alumni • Attracts and retains the best employees and faculty Why is brand strategy important?
- 24. What are the elements of brand strategy?
- 25. Brand Essence The core of your brand experience, distilled. It’s the glue that holds your brand together, and it’s the first thing that comes to your mind when you hear a brand name. 1
- 26. Disney
- 27. Magic
- 28. Nike
- 29. Performance
- 30. Brand Positioning The promise you are making to all of your audiences about what you will be. Brand positions are aspirational, but grounded in reality. They should feel like a “better version of what we are.” 2
- 31. Brand Attributes The main “pillars” or themes of the brand. Brand attributes are the same across all audiences and include a 1 - 3 word attribute name, plus descriptors to explain it. 3
- 32. Historically innovative • Rich history, yet forward-thinking • Programs recognized for excellence • Faculty engaged in research
- 33. World-class city • Global issues infused in the curriculum • Diverse student body • Graduates hired by top employers
- 34. All that… and more! Brand strategies may also include: • Conceptual brand art • Tone words • Brand architecture • Elevator pitches • User journeys / experiences 4
- 35. Model for Brand Management Desired perceptions about brand Elements of brand strategy: Brand Essence Brand Positioning Brand Attributes Elevator pitch, architecture, art work, tone words, etc. 1) 2) 3) 4)
- 36. Implementing your brand strategy.
- 38. Current Position: Desired Position: Urban, Chicago- based, diverse, connected. Gap: Very Low Current Position: Urban, Chicago- based, diverse. Gap Analysis for World-class City
- 39. Current Position: Desired Position: Academically rigorous, prestigious, highly innovative, forward-thinking. Gap: Medium Current Position: Academically rigorous, prestigious, traditional, a little bit stuffy. Gap Analysis for Innovative Research
- 40. Think about your content and editorial strategy in the context of brand. 2
- 41. Does your content strategy align with your brand and address the gaps in perceptions? Content strategy includes: • Content themes and messages • Voice and tone • Editorial calendar • Governance
- 42. Develop a marketing plan.3
- 43. Your marketing plan is the most concrete execution of your brand strategy. It has specific goals for your marketing team and includes information about priorities, timeline, budget, and intended audiences.
- 44. Tactic Priority Begin Date Complete Date Channel Brand Attribute(s) Budget Req. Audience Work with local and national media to place eight feature articles about cutting- edge research at our institution. High January 2016 July 2016 External Media Innovative Research Travel costs ($2,000) Prospective students; influencers; prospective faculty Create an Instagram account and a hashtag highlighting the urban nature of the campus. Post 30 pictures. Medium March 2016 April 2016 Social Media World-class city Gift cards for student volunteers ($500) Prospective students Create 15 vignettes (with photos) of recent graduates that highlight Fortune 500 job placement. Medium February 2016 April 2016 Website World-class city Professional photography, ($1,500) Prospective students; influencers Sample Marketing Plan
- 46. Did you actually impact how people think about your brand?
- 47. • Regular audience research • Analysis of inquiries from prospective students • Event attendance • Website conversions • Applications • Yield • Giving patterns Measure your results with:
- 48. Evolve your tactics and strategies to reflect changes in culture, markets, and customer expectations and to make them more effective. Use results to: Make sure you’re influencing people’s perceptions. (And declare success if you are!)
- 49. Model for Brand Management Desired perceptions about brand Actual perceptions about brand Influence perceptions about brand Visual Identity & Logos Tone & Voice Storytelling Marketing Plan Content Strategy Website Publications Advertising Earned Media Actual Experiences ... (Strategy) (Tactics) (Results)
- 50. Questions? Joel Pattison Director of Strategy joel.pattison@mstoner.com 434.533.1530 @jwpattison Mallory Wood Director of Marketing mallory.wood@mStoner.com 802.457.9234 @mallorywood The Guide to Defining Your Higher Ed Brand: http://mstnr.me/WhatIsYourBrand
- 51. Whatever you can do, or dream you can, begin it. Boldness has genius, power, and magic in it. ” “ W. H. Murray, The Scottish Himalayan Expedition, 1951 Thank you!