Penn State Lives Here Explanation

8/13/2019 Penn State Lives Here Explanation

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ASSIGNMENTTo develop a comprehensive brand positioningthat will serve as a compass for Penn State

marketing and communications activities acrossall 24 Penn State campuses and the WorldCampus.

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A set of associations evoked by the name It is a short cut description of the actual experience

A strong brand will evoke a set of positionings that are: Differentiating Relevant Held in high regard

Penn States Brand will:

Be tied to the mission and vision of Penn State Help achieve institutional goals to the extent that Penn States

differentiators drive strategic objectives

WHAT IS A BRAND?


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Unify the messaging across the University with its memberschools to speak with a singular vision and voice

Direct the efforts of all key constituents

Elevate the University as a premier program in the nationEngage member schools, students, faculty, alumni,community, legislators

Retain and attract the best and the brightest studentsand faculty, and administrators from all over the world

WHY BRAND?


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OVERVIEW OF THE PROJECT PLAN

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CONTEXTUALANALYSIS

QUALITATIVERESEARCH

QUANTITATIVERESEARCH

BRANDSTRATEGY

ROLL-OUT


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RESEARCH


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Anunderstanding

of theimportant

commonalitiesacross all of thekey audiences.

TARGET MINDSET

Overallumbrella

direction for themessaging, but

not shown inpublic.

POSITIONING

Proof to makethe positioning

claim. Isspecific enough

to providesupport, but

general enoughfor individualexpression.

SUPPORTINGMESSAGES

Provides thetone and

manner for themarketingmaterials.

PERSONALITY

The publicexpression of

the positioning.

CREATIVE THEME

BRAND STRATEGY ELEMENTS

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QUALITATIVE RESEARCH:ON- AND OFF-CAMPUS INTERVIEWS


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PURPOSE

Understand thestrategic brandissues

Create possiblepositionings andmessages

Develop questions/answers for thequantitative survey

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METHODOLOGY: In-person focus groups, interviews and

phone interviews were conducted: December 1-21 (and several in January) One-hour focus groups, 45-minute phone

interviews

Question areas that identified: Distinctive strengths, weakness, opportunities Communication strategies Future leadership opportunities

Pictures and word associations broughtthe discussion to life

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200+ CONTRIBUTED TO THIS EFFORT

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Deans Faculty Staff

Students AlumniDonors Board ofTrustees

UPCommon-wealth

Campuses

Administration


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QUALITATIVE RESEARCH:SUMMARY OF FINDINGS

QUALITATIVE RESEARCH:SUMMARY OF FINDINGS


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STRATEGIC INVESTIGATION

Strengths: DNA variablesand motivators

Challenges: Hesitations toovercome

Opportunities: Futureimperatives

Target mindset: Audienceinsight

Leadership characteristics:Audience delivery

Potential positionings: Ideasfor engagement

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PENN STATES STRENGTHS AND DNA

A model 21 st century land grant institution Unparalleled breadth of offerings Impressive, accomplished, academic depth Invested in student opportunities and success Development of tangible, lifelong values An extraordinary feeling of family, community, place

Excellence across the spectrum Service leadership and meaningful impact Unmatched pride and loyalty

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A MODEL 21 ST CENTURY LAND GRANT INSTITUTION

The uniqueness and the effectiveness of having multiple entry pointsin the university, the quality and the balance between our emphasison good teaching and high quality, impressive research, the positiveoutcomes for students, including their graduation rates and theirplacements in their profession.

- Administrator

A world class university in your community.- Alumnus


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UNPARALLELED BREADTH OF OFFERINGS

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It offers something for everybodywhether it is for the range ofstudies that students can be involved in, the range of servicesthat get provided to the people of the commonwealth, from theoutreach and extension, it really has a breadth that is hard tomatch for other institutions in the country.

A degree from Penn State is something that wouldcomfortably fit just about any citizen of the world.

- Alumnus

- Staff


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IMPRESSIVE, ACCOMPLISHED, ACADEMIC DEPTH

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Acoustics is

world-renowned.

Architecturalengineering isone of thefew and

oldest in thecountry.

College of Earthand MineralSciences and all ofthe departmentsare ranked topone, two or three -nationally andinternationally.

Penn Statehas beenadvanced insustainability more than tenyears pushingthe edge.

The WorldCampus is known

nationally andinternationally asbeing a leader inquality onlineeducation.

Supply chainprogram is world-renowned. I wouldput ourmanagementdepartment up

against any otherprogram in theworld.

Within six months oftheir graduation, 96percent of Collegeof Liberal Artsstudents are eitherin graduate schoolor employed withinsix months ofgraduation.

HersheysChildrensHospital ranksas one of the

top in thecountry.


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INVESTED IN STUDENT SUCCESS

And the way I best describe Penn State is its just aphenomenal collegiate experience for the student. Itsvery student-centered, very activity-oriented, and yet very,very high academics. So its a great combination of social,collegial, athletic, and academics that is all integrated.

- Alumnus

This degree points out the whole purpose of what PennState was created for. Not solely to confirm a very

formal academic degree, but also for students to

develop and define themselves and grow. And I thinkPenn State does an exceptional job.

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- Student


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TANGIBLE, LIFELONG VALUES

Its in our hearts. Success withhonor, honesty, integrity,loyalty, community, charity.Those are the things we grewup with, the principles andthe foundation.

- Alumnus

Joe became the embodiment of work ethic, emphasis onacademics, doing things right. You know, kind of pickingyourself up from your bootstraps kind of thing.

- Administration

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As I became part of the university, I realizedthat it is very much like a family. So just like myown family, theres certain people you dont

get along with. Theres certain things about itthat you may not like. Theres also things thatyou celebrate, but in the end, like a family,theyre there to support you, and theyll doanything for you. And, at the same time, as Ibecome part of the Penn State family, I feel thesame way about Penn State.

- Student

AN EXTRAORDINARY FEELING OFFAMILY, COMMUNITY, PLACE

Im one of three generations ofmy family to be here.

- Alumnus


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The Penn State community is not just limited to State College, its avery expansive network, a

community that branches out andin different parts of the countryyou can run into someone whoknows Penn State or someonewho went to Penn State.

- Student

AN EXTRAORDINARY FEELING OFFAMILY, COMMUNITY , PLACE

Theres a connective tissue here.

- Administration

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Everybody, they just live and breathe theinstitution and you just look at them andsay, We are, and their faces light up

like you said 20 days until Christmas to asix-year-old. There is this incredible,overwhelming feeling about this placeand what it stands for, and what itmeans, that is just extraordinary.

- Staff

AN EXTRAORDINARY FEELING OFFAMILY, COMMUNITY, PLACE

Its a gorgeous place. Yeah,you feel like youre home.

- Alumnus

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I feel like this is a special placewhere you have a combination ofpeople who are dedicated toeducation, dedicated to servingthe public and dedicated to

excellence in research. I thinkwere right in the sweet spot.Were at the maximum of all thosedifferent properties and values.

- Faculty

EXCELLENCE ACROSS THE SPECTRUM

A strong institution across the board,whether its academics, athletics orco-curricular activities.

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- Staff


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Its rather phenomenal thatstudents here are organized insuch a way that theyre raising

$10 million plus a year for acause that they have come tocare deeply about theres anadhesive quality about THON...and a very powerful sense ofcommunity around this commonpurpose, and within it are allthese things about leadershipand service, and citizenship, andheart, empathy that are qualitiesthat I think are distinctive herewithin the student population.

SERVICE LEADERSHIP AND MEANINGFUL IMPACT

Service is built into the fabric of the university.

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- Alumnus

- Administrator


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You go to school here andpeople have this feeling that

theyre a Penn Stater forever, andtheyre connected to everybodyand everything thats Penn State.Its an intangible, but its very real.Its just that strong, this loyalty tothe institution and the people.

Ive never seen it anywhere else.If you could bottle it, it would bea good thing, sell it.

UNMATCHED PRIDE AND LOYALTY

The affinity that Penn Staters have for this

place is like nothing else Ive ever seen .

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- Administrator

- Staff

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THE SCANDAL:REPAIRING INTERNAL TRUST

Lack of confidence.-Staff

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In limbo.-Administration

Right now, I would portrayus as a little rudderless .

- Staff

We surrendered our brand.- Alumnus

We need to make it better.- Alumnus

Losing perspective on thistremendous university.

- Alumnus


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THE SCANDAL:DEALING WITH DIVERSE REACTIONS

The sadness that we all felt, andthe heartbreak, was really hard.

There needs to be arebalancing in the wake ofthe debacle and tragedy.

The ball is in our court.

I think we are in a different phase ofthis thing from managing a crisis tomanaging our way and coming outthe back side of it. And its a goodplace with good people that dogood things. And I do think thatstory needs to be told.

- Staff

- Faculty

- Student

- Alumnus


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I think the biggest misperception isthat were all about football formany years, people confused what Iwould again call the mystique of PennState with the substance of Penn

State people should know that PennState is a first-rate educationalinstitution thats devoted to theeducation of students to research,to economic development and thatfootball is an important part of ourcommunity, but isnt what defines us.

PERCEPTIONS OF THE UNIVERSITY:A FOOTBALL SCHOOL

I think football has overshadowedeverything else for a very long time.

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- Alumnus

- BOT

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PERCEPTIONS OF THE UNIVERSITY:NOT DIFFERENTIATED

As a public university,were kind of a zebraamong a lot of zebrasacross the country.

- Staff

I dont think theres anything that makes us particularlydistinctive. We think were unique, but I would contend thatwere another public institution that wants to be all things toall people, and I think we work against ourselves in that way. Idont know that were as different as we think we are.

- Staff

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PERCEPTIONS OF THE UNIVERSITYWEAKER THAN MANY BELIEVE

There is anassumption that

everybody in theworld knows aboutPenn State, and howgreat Penn State is,and theres also anassumption here that

were actually betterthan we are.

- Administrator

I think you have to overcome sort of aninternal gravitational pull to not look beyondour own narrow vision to understand thatnationally, or even regionally, there is muchless appreciation for whats really good herethan there should be. Right now, thats alleclipsed by everybody knowing whatswrong here, or has been wrong.

- Administrator

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PERCEPTIONS OF THE UNIVERISTY:AN EXPENSIVE PLACE

Its incredibly expensive. One ofmy roommates is going to be

graduating with $120,000 of debt.

Youre surrounded by people that canafford this expensive school. So, I feel thatour study body is more wealthy.

- Student

Youd better be worth it.- Student

- Student

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Everything is focused atUniversity Park, andalthough we have abrand, and we all needto be a part of thatbrand, we all have littlespecialties and littlepieces to that brand,but we are all part ofPenn State.

- Staff

COMMONWEALTH CAMPUSES:INTEGRATION AND RESOURCES

Often, people dont look atall of this as Penn State.- Staff

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Address internal ANDexternal audiences

Restore trust and confidence,while being competitive

and relevant

Differentiate and promote PennStates remarkable strengths Contemporize whatstried and true

Put students at the center

Integrate communicationsfor University Park,

Commonwealth Campuses,and the World Campus

Personalize the brand through theindividual accomplishments ofoutstanding students, faculty,

leaders and alumni

Identify a vision and be bold

STRATEGIC OPPORTUNITIES

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QUANTITATIVE RESEARCH:COMBINED GROUPS

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SURVEYMETHODOLOGY Surveys fielded between

March 15 29, 2013

Online 15-minute survey

Conducted with the following keyconstituents, across all 24 campuses,

lists provided by Penn State: Current Students : Undergraduate,

Graduate Students, World CampusStudents (full-time)

Faculty : Executive, Administrator,MDs, Faculty (full and part-time)

Staff and Technical service

Alumni

Prospective Students : Inquirers

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SAMPLE REPRESENTATION

PREPARE FORBUSINESS

All states

All campuses

All majors/degrees

All ages

Both genders

All incomes, where applicable

All racial/ethnic

REPRESENTATION

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CURRENT STUDENT DESCRIPTORS States represented: 50; PA 73% Campuses represented: 24; UP 69% Enrolled in World Campus only: 10%; U/G 58%; Grad 40% Enrolled in some World Campus courses, but attend a Penn State campus: 10% Distribution across 14 Colleges Undergrad: 83%; Grad: 15%; Post-bac/Prof School: 1% Grade: Freshman 34% ; Sophomore 21%; Junior 22%; Senior 22% Top Choice: 69%; Other: 31% Current GPA: A=54%; B=37%; C=8% First generation student: 34%

Public high school: 85% Activity involvement: 14 types Living arrangement: On campus 34%; apartment off campus 38%; home with parents 19%;

other 9% Gender: Female 60%; Male 40% Race/Ethnicity: White 82%; Asian 10%; AA 5%; Hispanic 5%


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ALUMNI DESCRIPTORS

States represented: 46; PA 44% Degree received at Penn State: Assoc. 4%; Bachelors 87%; Masters 14%;

Doctorate 4%

Year graduated: before61: 6%; 62-70: 12%; 71-80: 22%; 81-90: 22%; 91-00:14%; 01 and later: 25%

Campuses attended: All 24; UP 90%; World Campus 2%

Racial/Ethnicity: White 90%; Asian 2%; AA 1%; Hispanic 1%, American Indian/Alaskan Native/Native Hawaiian 1%

First to attend college: 42%

Children at Penn State: 20%

Dues paying alumni: 69%

Additional degrees received after graduating from Penn State: Undergrad7%; Grad 38%; Post-doc 4%; courses with no degree 24%: no additional 28%

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PROSPECTIVE STUDENT DESCRIPTORS States represented: 39; PA: 51% Plan to apply to Penn State: 62%; have considered Penn State: 31% GPA=A: 70%; GPA=B: 27% Gender: Female 60%; Male 38% Race/ Ethnicity: White 62%; AA 10%; Hispanic 10%; Asian 7% First generation student: 29% Grade: 11 th 96%, Public High School 85% Plan to go to college after high school: 100% Interest in at least one of the 20 Penn State campuses; University Park 67% Interest in at least one of the 48 areas of study 100% Consider taking online courses: Yes 7%; No 46%; Dont Know 47% Penn State:

Top Choice: 35% Second Choice: 15% Less than Second: 21% Not sure/Dont Know: 28%

Zip Code: Pittsburgh(6280): 10% Philadelphia (6680, 6162): 17% Harrisburg (3240): 2%


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QUANTITATIVE RESEARCH FINDINGS:Combined Groups

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OVERVIEW OF KEY QUESTION AREAS

Target audience descriptors

Reasons for interest in a university education

Reasons to attend, accept or apply to Penn State

Positioning statements Supporting messages for the positioning statements

Competitive quality ratings

Leadership characteristics vs. Penn State perceptions Communication preferences and social media use

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INTEREST IN A UNIVERSITY EDUCATION

0

10

20

30

40

50

60

70

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% Total Selected: Top Eleven Reasons

Question: Which of the following personal statements best reflects why you are interested in receiving auniversity education? Select all that apply.

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TOP REASONS TO ATTEND/ACCEPT/APPLY TOPENN STATE

% CURRENTSTUDENTS ATTEND % ALUMNIATTEND % FACULTYACCEPT % STAFFACCEPT % PROSPECTIVESTUDENT APPLY

Reputation 62 65 53 47 46

Strong academicprograms 62 54 36 10 67

Career

opportunities50 35 NA NA 62

Appeal of theplace 38 48 41 30 47

Convenientlocation 36 35 38 46 26

Social life 31 27 6 4 45

Overall value forthe money 25 41 5 6 40

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VALUE OF A PENN STATE EDUCATION

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1

2

3

4

5

Current Students Faculty Staff Alumni

Ave. Rating on a 5-point scale, 1= Not Valuable, 5= Very Valuable

4.5 4.4 4.4 4.6

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FINAL 4 POSITIONING STATEMENTS

MULTIPLE PATHWAYSTO SUCCESS

STUDENT-ENGAGEDRESEARCH

SERVICELEADERSHIP INSPIREDDOERS

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MOST PREFERRED POSITIONING STATEMENT

SEGMENTS % INSPIREDDOERS% MULTIPLEPATHWAYS

% SERVICELEADERSHIP

% STUDENTENGAGEDRESEARCH

Current Students 31 27 23 18

Faculty 28 22 27 22

Staff 24 29 26 21

Alumni 36 19 26 20

Prospective Students 32 30 22 16

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WHAT THE POSITIONING STATEMENT CONVEYS

Most Important Conveys university leadership qualities Conveys a strong academic image Conveys a strong image of a research institution Conveys a positive impact on the Penn State community Conveys a bright future for Penn State Aims to be the best

Unimportant Is something that all schools say/Something

I have heard before

Is motivating Is innovative/says something new Is true of Penn State and no other

national university Conveys good value for the cost Reflects the values of Penn State

Important Conveys the value of an educational experience Conveys a supportive teacher/student interaction Conveys a positive impact in Pennsylvania

Conveys a friendly, social atmosphere Conveys diversity

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WHAT IS CONVEYED BY INSPIRED DOERS

0 10 20 30 40 50 60

Penn State unique

Good valueResearch institution

Innovative

Postive impact on Penn State

Bright future

Aims to be the best

Strong academic image

Leadership qualities

Is motivating

Values of Penn State% Total Selected

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TOP 10 PENN STATE SUPPORTING MESSAGESTOP 10 SUPPORTING MESSAGES % TOTAL

Graduates are highly sought after by companies for academic achievement, team-orientedattitude, and strong work ethic. 65

Penn State is committed to success of students : Providing support, leadership opportunities,and programs to achieve their dreams and goals. 58

Penn State is highly ranked across a wide range of academic disciplines . 58

Penn State is marked by a strong feeling of family, community, and unity 51

Penn State makes important contributions to society through education, research, andeconomic development. 50

Penn State is a world-class research institution. 50

Penn State faculty are world-renown educators and researchers dedicated to seeing that

students realize their goals and dreams.46

Penn State provides a comprehensive wealth of offerings, opportunities, and choices indegree programs. 45

Penn State is a student-centered research university, acknowledged worldwide for thenumber, quality, and impact of its research programs. 42

Penn State offers an impressive breadth and depth of academic offerings. 42

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COMPETITIVE QUALITY RATINGSUNDERGRAD GRADUATE ADM/FAC STAFF/TECH ALUMNI PROSP STUD

Penn State 4.6 4.0 4.2 4.3 4.6 4.5University of Michigan 3.9 4.1 4.4 4.0 4.3 4.0

University of Virginia 3.8 3.9 4.4 3.8

Ohio State 3.5 3.5 3.7 3.9 3.7

University of Maryland 3.4 3.6 3.6 3.7

University of Pittsburgh 3.4 3.8 3.5 3.8

Temple University 2.9 3.3

University of Texas 3.7 3.9 3.7

University of Illinois 3.6 3.8

Purdue University 3.8 3.8

Cornell University 4.6 4.6University of Pennsylvania 4.7 4.7 4.4 4.8

Drexel University 4.0 3.5

West Virginia University 2.8

University of Iowa 3.4

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LEADERSHIP CHARACTERISTICSBIG INSPIRATIONAL

CARING INTEGRITY

COLLABORATIVE PASSIONATE

COMPETITIVE PROLIFIC

CONFIDENT RESPECTED

CREATIVE RESPONSIBLEDECISIVE RESPONSIVE

DEPENDABLE RISK-AVERSE

EXCELLENCE STRATEGIC

FLEXIBLE TRADITIONALFOCUSED TRUSTED

GLOBAL VISIONARY

INNOVATIVE

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LEADERSHIP CHARACTERISTICRECOMMENDATIONS

Recommendations for Penn State leadership characteristicsare based on comparing the top leadership characteristics(across the four sub-groups) with the current perception ofPenn State.

Recommended leadership characteristics are those that areachievable for Penn State, distinctive from one another andcommon across the four sub-groups.

Excellence Innovation

Passion Collaboration


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PREFERRED COMMUNICATION CHANNELS

TOTAL AVE%

% CURRENTSTUDENTS

% FACULTY/STAFF

% ALUMNI % PROSPECTIVESTUDENTS

Universitys website 65 70 77 75 39

E-mail 62 58 46 62 83

Social networkingsites 61 74 73 68 28

Recruitment Fairs 53 60 57 58 37

Open Houses 50 58 53 47 44

Penn StaterMagazine 47 36 41 64 NA

TV Ads 43 49 59 53 10

Online news sources 41 46 53 52 13

Universitys newswebsite 41 45 51 50 20

Question: What channels of communications do you think Penn State should use to communicate with its key audiences?Select all that apply.

PREFERRED COMMUNICATION62


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PREFERRED COMMUNICATIONCHANNELS (CONTD)

% TOTALAVE

% CURRENTSTUDENTS

% FACULTY/STAFF

% ALUMNI % PROSPECTIVESTUDENTS

Penn State newswire 41 31 45 47 NA

Direct mail 41 43 25 32 66

Electronic newsletter 40 37 44 55 23

Online brochure 39 38 42 38 NA

Printed brochures 33 32 31 30 38

Magazine print ads 25 28 33 30 10

Mobile phone textmessages

18 21 17 13 22

Newspaper print ads 16 19 23 19 5

Home phone calls 9 8 6 6 15

Question: What channels of communications do you think Penn State should use to communicate withits key audiences? Select all that apply.


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BRAND RECOMMENDATIONS &CREATIVE

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TARGET MINDSET

WELLROUNDED

Students, faculty, administrators, staff, alumni and any inthe Penn State community who combine personalambition and perseverance with passion for a largerpurpose and a commitment to service. They arefocused on learning and achievement, and they arehard-working builders: of careers, families, communities

and institutions. As a group, they are inspired by goalsthat bridge the divide between individual achievementand social benefit, and are strongly motivated by asense of gratitude and a desire to give back.

OPTIMISTIC

CAN DO HONESTY/INTEGRITY

ALTRUISTIC HARDWORKING HUMBLE PASSIONATE GENUINECOLLABORATIVE

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Penn Staters are not only highacademic achievers, theyredoers nurtured by a culturethat encourages setting loftygoals and investing the effort toachieve them. They are molded

in an environment that valuessuccess, teamwork, and serviceto others, and are intent uponliving inspired, purposeful lives.

Universities talk about

producing leaders, but askemployers where they go tofind individuals who inspireothers, know the value of hardwork, and lead by example.They go to Penn State.

PENN STATE POSITIONING:INSPIRED DOERS

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PENN STATE SUPPORTING MESSAGES

Penn State is committed tothe success of each student:Providing support, leadershipopportunities, mentorship,and jobs to achieve their

dreams and goals.

Penn State is highlyranked across a wide rangeof academic disciplines andis recognized as one of theworlds elite universities .

Penn State makesimportant contributions to

society through education,research, and stimulatingeconomic development.

Penn State is known forhaving a strong feeling of

lifelong family, community,and unity .

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LEADERSHIP PERSONALITY

EXCELLENCE INNOVATION PASSION COLLABORATION

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BRINGING THE BRAND TO LIFE

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Brand Video70


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Speaks to Inspired Doers Penn State is part of us; its in our

DNAa core value that manifestsitself in everything we do andeverywhere we go

Penn State can lay claim tocountless contributions in industryand to society that improve livesaround the world

No matter where you live or work,

there will be Penn Staters workingto make a positive impact in theirindustries and in their communities

CREATIVE RATIONALE

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In every communication, establishan emotional connection to PennState

Begin to shine a light on thecontributions, research, andachievements Penn Staters havemade and are making aroundthe world

Underscore that becoming aPenn Stater means becomingpart of a family; one whose workethic, values and commitment toservice are forever part of yourown DNA

CAMPAIGN RATIONALE

30-Second Spot #173


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30-Second Spot #274


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PENN STATEBRANDING WORKSHOP

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Penn State Lives Here Explanation