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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

slide2

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

slide3

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

slide4

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

slide5

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

slide6

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

slide7

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

slide8

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

slide9

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

slide10

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

slide11

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

slide12

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

slide13

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

slide14

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

slide15

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

slide16

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

slide17

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

slide18

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

slide19

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

slide20

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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