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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.

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Brand and identity in a small HEI

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  1. 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

  2. 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

  3. 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

  4. 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

  5. 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

  6. 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

  7. 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

  8. 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

  9. 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

  10. 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

  11. 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

  12. 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

  13. 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

  14. 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

  15. 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

  16. 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

  17. 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

  18. 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

  19. 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

  20. 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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