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Building the What Starts Here brand

Building the What Starts Here brand. February 28 2011. What Starts Here Changes the World. The challenge High awareness – low understanding Relevance Void left by “We’re Texas”. B rand research team. Public Affairs Development Center for Brand Research - College of Communication

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Building the What Starts Here brand

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  1. Building theWhat Starts Here brand February 28 2011

  2. What Starts Here Changes the World • The challenge • High awareness – low understanding • Relevance • Void left by “We’re Texas”

  3. Brand research team • Public Affairs • Development • Center for Brand Research - College of Communication • Dr. Neal Burns • Dr. Deborah Morrison

  4. Research • 2002 Statewide Perceptual survey – 1000 Texans • 2002 National survey – 450 national benchmark survey • 2003 Alumni survey – 7500 Alumni • Focus groups – 50 + members of the campus community (faculty, staff, students, alumni) • Interviews – Legislators, Chamber of Commerce • Secondary research

  5. Perceptual research • What do you think of when you hear “UT?” • Football • Longhorns • Athletics

  6. Perceptual research • Strengths • Good faculty • Strong academics • Athletics • Weaknesses • Overcrowded • Too liberal • Too much emphasis on football

  7. Perceptual research • What defines a top university? • Provides highest quality education for students • Attracts the best faculty • Conducts research • Provides lifelong learning • Promotes responsible citizenship

  8. Perceptual research • Statements about UT • A degree from UT is highly valued • The university community is ethnically diverse • UT is a leading national university • Texans feel cultivating the next generation of leaders is UT’s most important function • Texans believe UT has a positive impact on society, but do not feel that impact in their lives

  9. Our goal Be the top public research university in the nation

  10. Strategy • Positioning statement • The University of Texas at Austin is dedicated to improving the quality of life of the people of Texas and the world. We are a leading provider of education and research with a depth and diversity of resources unmatched by other public universities. As an enduring symbol of the spirit of Texas - big, ambitious and bold - the university drives economic and social progress and serves our nation as a leading center of knowledge and creativity. What starts here changes the world.

  11. Strategy • Points of differentiation • Depth and breadth: The university has a depth of resources, talent and technology, making it uniquely suited to move the nation forward through economic and social discovery, ensuring a vibrant future.

  12. Strategy • Points of differentiation • Scale of impact: The university is able to make a greater impact in the areas of innovation, social and economic growth because of its size and impact in a vast number of fields.

  13. Strategy • Points of differentiation • City of ideas: Few major universities are centered in a community as vibrant, diverse and exciting as Austin. Because the university offers a unique quality of life built on a tolerant, technological and creative atmosphere, we attract talented people from all over the world.

  14. Implementation • “Soft launch” • Let the campus “discover and adopt” the What Starts Here idea • If they saw value in it, they would support it • The community was active in creating the motto, so it was more likely they would support it • NCAA television ads, 30K t-shirts, weekly news and features, top university publications carry the brand.

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