Journey to a Penn State Brand Strategy

PRESENTED BY:

THE ASSIGNMENT AND PROCESS

The Assignment

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To develop a comprehensive brand and positioning that will serve as a compass for all of our marketing and communications activities across Penn States units and Commonwealth Campuses.

#What is a Brand?

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

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

Direct the efforts of all key constituents

Elevate the University as a premier program in the nation

Engage member schools, students, faculty, alumni, community, legislators

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

Why Brand?

How to Brand?

Own A Relevant Mindset

Differentiate From

Competitors Gain Esteem Create Excitement

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Journey to a Penn State Brand Strategy From Analysis to Roll-Out

CONTEXTUAL ANALYSIS

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Step 1: A Brand Committee

IncludesC" Institutional Inventory

Benchmarking Peers (Competitive) Assessment

Brand Assessment

Step 2: Contextual Analysis

Institutional Inventory

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Priorities for Excellence

Priorities for Excel

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The Penn State Str

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2009-10 through 20

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Brand Assessment

We evaluated the following criteria based on a scale of 1-5; 1 being the weakest and 5 being the strongest.

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The Penn State Identity

Penn State Taglines

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High Level Summary

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QUALITATIVE RESEARCH

QUALITATIVE RESEARCH!

Develop Penn States Brand Positioning

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Positioning

Key Audience Drivers

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Competitive Considerations

Mission, Vision, Objectives, Strengths,

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Research to AddressBrand Strategy Elements Key Segments with similarities and differences Positioning Statements and what they conveyed Supporting Messages and the most appealing Competitor Assessment on Quality Leadership Personality characteristics Communication Preferences for key audiences

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Objectives Generate hypotheses through interviews for how to clarify Penn

States brand Identify possible brand strategy elements for Penn State Identify questions to research and relevant list of answers for

clarifying Penn States brand

Question areas: Picture and word associations with Penn State Distinctive strengths, weakness, opportunities and threats associated

with Penn State Communication opportunities for Penn State Future opportunities for Penn State

Step 3: On and Off Campus Interviews

We will Interview:

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FINDINGS AND WORKSHOP

Step 4: Strategic Analysis Presentation of Findings

Findings Distinctive strengths, weakness, opportunities and threats associated with Penn State

Potential Positionings and Messages

We will present a series of positioning statements and supporting messages

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Purpose To discuss the potential positionings, supporting

messages, personality characteristics, and target mindset revealed in the qualitative phase.

Bring the Penn State voice to the brand strategy elements.

Procedure Divide into groups with each group assigned a

positioning Take 30 minutes to enhance the positionings Regroup and present all revised positionings Vote on the best ones to go into testing

Step 5: Workshop Exercise

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Step 4: Elements that go into Testing

QUANTITATIVE ONLINE SURVEYS

Step 6: Survey Research Overview

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Positioning Statements and What They Convey

Offering Excellence in Education for You Teacher/student interaction Something all schools say Educational experience Diversity Friendly, social atmosphere Good value for the cost

Driving Innovation and Achievement and Rising to the Top Strong academic and research image University leadership Aims to be the best Is motivating Bright future for the University Positive economic impact (Good value for the cost)

Discovering the New West Positive impact on community Athletic leadership Innovative, says something new True only of the University (Positive economic impact in Penn State)

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Leadership and the University: A Gap Analysis

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Personality characteristics recommended for closing the leadership gap: Creative (Innovative), Respected, Accomplished, Progressive (Forward Thinking), Collaborative

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A NEW BRAND STRATEGY

Step 7: Brand Refinement and Strategy Reveal

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BRINGING THE BRAND STRATEGY TO LIFE

Steps 8 and 9: Creative Concepts and Buy-In

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Step 10: Roll-Out

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At the completion of the project, Penn State will have a new positioning, supporting messages and creative concept that will serve as the north star for all units and campuses.

Internal Roll-Out: Brand Field Guide and Workshop

Recommendations for External Roll-Out

Journey to a Penn State Brand Strategy

PRESENTED BY: