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Learning.Leading.
University of HoustonPhase III Image Advertising Campaign
Learning.Leading.
Agenda
I. Campaign Background/Objective
II. Campaign Strategy
III. Creative Review
a. Phase I
b. Phase II
IV. Accomplishments/Weaknesses
V. Evolution Directives
VI. Phase III Campaign Recommendation
Learning.Leading.
Campaign Background
Five-year, $5 million image campaign
Key Objectives
Increase awareness of UH among key constituents
Build a positive image for the UH by focusing on key achievements/strengths
Help UH achieve its vision to become a pre-eminent 21st century metropolitan university
Learning.Leading.
Media TargetsBroad constituency who possess the power to impact
the success of the University of Houston
Senior Executives Community leaders HR managers/executives UH faculty/staff Alumni Students
Learning.Leading.
Communication Prerequisites
Create common communications language Agree to the essentials …the essence of the brand
Create a language for “ambassadors” to persuade “outsiders” “Ambassadors” = faculty, staff, and students “Outsiders” = alumni, key decision-makers, local
and state leaders, and community members
Make “outsiders” as aware of UH’s strengths as “insiders”
Learning.Leading.
A Three Phased Campaign Approach
Get Credit for Who You Are
FacultyPrograms
Illustrate Your Influence
Show how who you are makes a difference to the larger community
Phase 1 Phase 2 Phase 3
The Key Is Connecting UH to Houston
And Emphasizing Their Mutually
Beneficial Relationship
Communication Strategy
Develop a Bridge that Makes Education Relevant to the Community
Learning.Leading.
Learning.Leading.
Selling Strategy
Business Leaders, Power Brokers,
and Policy MakersConceptual Target:
To Be Known for Making Smart Decisions that Benefit Houston and the Gulf Coast
RegionCore Desire:
Role of The Brand:Offers a Legacy of Prominent Faculty, High quality Education Programs, and a Proven
Track Record
Compelling Truth:UH Offers the World-Class Resources Necessary
to Stimulate Growth in Houston and in Texas
Selling Idea: Creating and Bringing World-Class Knowledge for Houston and Texas
CREATIVE REVIEWPhase I and II
Learning.Leading.
Learning.Leading.
Tracking Research, Background and Objectives
UH running ad campaign since early 2000 Measured awareness levels in 2000, 2001, 2002 Assess differences within target segments Review campaign impact on UH image Evaluate progress vs. other Texas Universities
Learning.Leading.
3 Year Tracking Study Highlights
Top of mind Brand awareness has experienced gains among all target groups except community leaders which increased in 2001 but slid in 2002
Total unaided Brand awareness shows gains among all target groups
Both unaided and total advertising awareness show gains among all target groups except alumni and community leaders which increased in 2001 but slid in 2002
Recall of the “Learning.Leading.” message nearly doubled to 23% since 2001
Learning.Leading.
3 Year Tracking Study Highlights
UH Main Campus image is comparable to other top Texas Universities in the areas of:
1) Providing quality employees to the Houston Business Community
2) Contributions to the Houston Community3) Importance to the Houston Economy4) Source of Community Leaders
Image attributes which focused on quality of education, faculty and academic programs experienced a drop off after a substantial increase in 2001
Among the major Texas Universities UH Brand awareness is now #1 for most audiences, trailing only UT among community
leaders
Learning.Leading.
Top of Mind Brand Awareness 2002, 2001, 2000
7%
24%
14%
40%
64%
36%
21%
29%
37%
43%
45%
49%
40%
36%
24%
32%
41%
52%
72%
44%
51%
Key Executives
CommunityLeaders
HumanResources
Alumni
Students
Faculty/Staff
All Audiences
200220012000
Learning.Leading.
Total Unaided Brand AwarenessTexas Universities
2000 vs. 2002
Key Community Faculty/ HumanExecutives Leaders Staff Alumni Resources Students
FY FY FY FY FY FY00 02 00 02 00 02 00 02 00 02 00 02
University of Houston 19% 65% 40% 47% 79% 97% 58% 66% 28% 64% 84% 92%Rice University 21% 29% 18% 11% 12% 31% 14% 39% 18% 27% 25% 25%Texas A & M 61% 62% 48% 43% 37% 43% 49% 51% 59% 57% 64% 51%University of Texas 63% 53% 57% 64% 54% 47% 56% 47% 54% 49% 75% 73%
Learning.Leading.
Total Advertising Awareness2000 - 2003
27%
28%
53%
51%
77%
51%
32%
35%
43%
41%
61%
74%
48%
53%
46%
46%
36%
80%
89%
61%
63%
HumanResources
KeyExecutives
Alumni
CommunityLeaders
Students
Faculty/Staff
AllAudiences
200220012000
Learning.Leading.
UH Image RatingsLife of Campaign
Top 3 box Ratings*
63%
73%
72%
71%
51%
54%
51%
48%
64%
65%
68%
61%
64%
68%
48%
59%
53%
59%
44%
44%
45%
Source of community leaders
Importance to the Houston economy
Contributions to the Houston Community
Providing quality employees to the Houstonbusiness community
Quality of Academic Programs
Quality of Faculty
Quality of Education Offered
2000
2001
2002
Learning.Leading.
Phase III Campaign Directives
Maintain strategy but reinvigorate campaign with new “look/feel” Continue with core theme of “Learning.Leading.” plus the Cougar
icon Focus on reinforcing quality of education message…UH is a world
class university, provides stellar education, strong curriculum Tighten integration of all communication efforts to avoid
confusion among all target groups Integrate targeted direct mail campaigns to key audiences such as
community leaders and HR managers Stay with a broad set of media to meet diverse audience needs
Learning.Leading.
Phase III Strategic Thrust
At the University of Houston, the extraordinary is commonplace Extraordinary faculty Extraordinary students Extraordinary programs
Proof points: Outstanding students Outstanding faculty
Learning.Leading.
Recommendation