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Brand and identity in a small HEI. The role of the Principal in maintaining reputation and developing brand awareness Professor Muriel Robinson, Principal, Bishop Grosseteste University College Lincoln. Celebrating 150 Years 1862 - 2012. Bishop Grosseteste University College Lincoln.

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Brand and identity in a small hei

Brand and identity in a small HEI

The role of the Principal in maintaining reputation and developing brand awareness

Professor Muriel Robinson, Principal,

Bishop Grosseteste University College Lincoln


Celebrating 150 Years

1862 - 2012

Bishop Grosseteste

University College Lincoln

Brand and identity in a small HEI

Who are we and what have we been?

1862 Diocesan Training School Lincoln

1962 Bishop Grosseteste College

2006 Bishop Grosseteste University College Lincoln

2012 around 2000 students, 2 academic Schools; semi-specialised curriculum offer. Still a Diocesan foundation which welcomes students and staff of all faiths and none

www.bishopg.ac.uk

www.facebook.com/BGLincoln www.bishopg.ac.uk www.twitter.com/BGLincoln


Celebrating 150 Years

1862 - 2012

Bishop Grosseteste

University College Lincoln

Brand and identity in a small HEI

Recent identity challenges- twofold:

Teacher education no longer the majority activity (but..)

Acquisition of TDAP and university college title, with the chance to revisit name and brand

www.bishopg.ac.uk

www.facebook.com/BGLincoln www.bishopg.ac.uk www.twitter.com/BGLincoln


Celebrating 150 Years

1862 - 2012

Bishop Grosseteste

University College Lincoln

Brand and identity in a small HEI

  • The easy bit:

  • Finding a new name- to stay with Bishop Grosseteste or not?

    • Robert Grosseteste as role model

    • Church identity

    • Alphabetical advantage

    • Continuity- a major change can be seen as signalling a problem and can lead to ‘customer’ confusion

www.bishopg.ac.uk

www.facebook.com/BGLincoln www.bishopg.ac.uk www.twitter.com/BGLincoln


Celebrating 150 Years

1862 - 2012

Bishop Grosseteste

University College Lincoln

Brand and identity in a small HEI

  • The easy bit:

    • Finding a new style- an evolutionary journey

    • Using external designers for the first time- but with an eye to cost

    • The shift to (episcopal) purple

    • ‘Our tradition, your future’

www.bishopg.ac.uk

www.facebook.com/BGLincoln www.bishopg.ac.uk www.twitter.com/BGLincoln


Celebrating 150 Years

1862 - 2012

Bishop Grosseteste

University College Lincoln

Brand and identity in a small HEI

www.bishopg.ac.uk

www.facebook.com/BGLincoln www.bishopg.ac.uk www.twitter.com/BGLincoln


Celebrating 150 Years

1862 - 2012

Bishop Grosseteste

University College Lincoln

Brand and identity in a small HEI

www.bishopg.ac.uk

www.facebook.com/BGLincoln www.bishopg.ac.uk www.twitter.com/BGLincoln


Celebrating 150 Years

1862 - 2012

Bishop Grosseteste

University College Lincoln

Brand and identity in a small HEI

  • Consistency and individual identity

  • The challenge- how do we emphasise the core brand and also emphasise diverse functions?

    • Academic subject identity

    • Enterprise and income generation

www.bishopg.ac.uk

www.facebook.com/BGLincoln www.bishopg.ac.uk www.twitter.com/BGLincoln


Celebrating 150 Years

1862 - 2012

Bishop Grosseteste

University College Lincoln

Brand and identity in a small HEI

www.bishopg.ac.uk

www.facebook.com/BGLincoln www.bishopg.ac.uk www.twitter.com/BGLincoln


Celebrating 150 Years

1862 - 2012

Bishop Grosseteste

University College Lincoln

Brand and identity in a small HEI

www.bishopg.ac.uk

www.facebook.com/BGLincoln www.bishopg.ac.uk www.twitter.com/BGLincoln


Celebrating 150 Years

1862 - 2012

Bishop Grosseteste

University College Lincoln

Brand and identity in a small HEI

  • The harder bit- ongoing

  • Addressing the identity paradox-

    • ‘You’re the teacher training college, aren’t you?’

    • Yes but no.. No but yes..

  • To diversify or focus- which is most risky?

  • And related questions around, for example, the prospectus- what goes where? What are prospective students looking for?

www.bishopg.ac.uk

www.facebook.com/BGLincoln www.bishopg.ac.uk www.twitter.com/BGLincoln


Celebrating 150 Years

1862 - 2012

Bishop Grosseteste

University College Lincoln

Brand and identity in a small HEI

  • Internal relationships- the Principal and the marketing ‘team’

    • Where should marketing sit within our structures? Who gets priority attention in a world of conflicting demands and time pressures?

    • Which decisions should be at Principal level?

    • How to offer direct but not privileged access to the Marketing Officer

www.bishopg.ac.uk

www.facebook.com/BGLincoln www.bishopg.ac.uk www.twitter.com/BGLincoln


Celebrating 150 Years

1862 - 2012

Bishop Grosseteste

University College Lincoln

Brand and identity in a small HEI

  • Internal relationships- the role of governors

    • Setting strategic direction and therefore affirming/developing identity (and brand)

    • Managing reputational risk

    • Acting as critical friends

    • Ambassadorial- spreading the word

    • A key relationship- Chair and Principal

www.bishopg.ac.uk

www.facebook.com/BGLincoln www.bishopg.ac.uk www.twitter.com/BGLincoln


Celebrating 150 Years

1862 - 2012

Bishop Grosseteste

University College Lincoln

Brand and identity in a small HEI

  • How do our governors engage?

    • Regular engagement with SLT around strategy

    • Annual awaydays

    • Early engagement re any big decisions

    • An external view of how we are seen (or not - cutting down the hedges, redeveloping the entrance)

    • Key messages cards

www.bishopg.ac.uk

www.facebook.com/BGLincoln www.bishopg.ac.uk www.twitter.com/BGLincoln


Celebrating 150 Years

1862 - 2012

Bishop Grosseteste

University College Lincoln

Brand and identity in a small HEI

  • How do we engage with governors?

    • Early warnings re reputational risk

    • Openness around strategic challenges

    • Pro-active requests for major expenditure eg marketing for 2012, use of PR agency

    • Organising media training for key governors alongside SLT

www.bishopg.ac.uk

www.facebook.com/BGLincoln www.bishopg.ac.uk www.twitter.com/BGLincoln


Celebrating 150 Years

1862 - 2012

Bishop Grosseteste

University College Lincoln

Brand and identity in a small HEI

  • What is not (usually) governor level

    • First stage decisions around desired direction of travel

    • Hands-on development of logo, brand, branded material and marketing materials

    • Active involvement in preparation of press releases

www.bishopg.ac.uk

www.facebook.com/BGLincoln www.bishopg.ac.uk www.twitter.com/BGLincoln


Celebrating 150 Years

1862 - 2012

Bishop Grosseteste

University College Lincoln

Brand and identity in a small HEI

  • Handling reputational challenge- a case study

  • The challenge:

    • December 2010 UCU survey names BG as one of four most ‘at risk’ institutions in England under proposed funding regime- national press coverage including Radio 4 ‘Today’

    • Spring 2011 HEFCE funding letter and apparent major cut to our funding, looking like one of most severe in the country, resurrects the story

www.bishopg.ac.uk

www.facebook.com/BGLincoln www.bishopg.ac.uk www.twitter.com/BGLincoln


Celebrating 150 Years

1862 - 2012

Bishop Grosseteste

University College Lincoln

Brand and identity in a small HEI

  • What did we do?

    • Pro-active preparation of media statements including marketing officer in briefing

    • Internal messages to staff and students

    • Activation of governors as ambassadors (especially Chair)

    • Challenge to UCU by Chair (still awaiting proper response)

    • Emphatic explanation of funding ‘cut’

www.bishopg.ac.uk

www.facebook.com/BGLincoln www.bishopg.ac.uk www.twitter.com/BGLincoln


Celebrating 150 Years

1862 - 2012

Bishop Grosseteste

University College Lincoln

Brand and identity in a small HEI

  • Followed by:

    • Active profile raising – revisiting externality of SLT

    • 150th anniversary used as a promotion opportunity

    • Major campus developments publicised extensively

    • - investing with confidence in the future

    • Increased marketing spend- major campaign

    • Engagement of professional PR company

    • External profile added to major risks on risk table and reported regularly to governors

    • Chair’s parachute jump!

www.bishopg.ac.uk

www.facebook.com/BGLincoln www.bishopg.ac.uk www.twitter.com/BGLincoln


Celebrating 150 Years

1862 - 2012

Bishop Grosseteste

University College Lincoln

Brand and identity in a small HEI

  • Did it work?

    • Early indications are good (but BSI still unknown)

    • Applications for 2012-13 up by significantly more than most HEIs

    • 150th has attracted strong support from community and VIPs including fundraising

    • Significantly increased positive press coverage

    • Partnership beginning to develop

    • ‘Reputational reservoir’ feeling fuller again

www.bishopg.ac.uk

www.facebook.com/BGLincoln www.bishopg.ac.uk www.twitter.com/BGLincoln


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