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Campus Internationalization: Strong Brand Required . An OIP Case Study. Campus Internationalization…Really?. Internationalizing the Campus/ Curriculum Providing high quality education in the 21 st century Shaping ‘global citizens’…to better compete, serve, excel.

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campus internationalization really
Campus Internationalization…Really?
  • Internationalizing the Campus/ Curriculum
    • Providing high quality education in the21stcentury
    • Shaping ‘global citizens’…to better compete, serve, excel
campus internationalization really1
Campus Internationalization…Really?
  • Ingredients
    • More international faculty – visitingand training
    • More international students
    • More university students studying abroad
campus internationalization really2
Campus Internationalization…Really?
  • Expanding Expectations for Study Abroad
    • Shift from traditional focus on liberal arts/humanities to specific academic disciplines – Business, Education, STEM, Social Sciences
    • Growing expectations for U/G research, internships, community service
campus internationalization really3
Campus Internationalization…Really?
  • Study of CIEE’s Academic Consortium Members
    • Vision to increase student interest & access (academic and economic)
    • Calls to internationalize/globalize the campus
    • Calls to involve faculty and alumni
  • Make this a part of your brand
brand
Brand
  • What is brand?
  • Why is brand important?
  • The role of customer experience
  • How is it applicable to higher ed?
what is brand
What is brand?
  • Unique design, sign, symbol, words, or a combination of these, employed in creating an image that identifies a product and differentiates it from its competitors. Over time, this image becomes associatedwith a level of credibility, quality, and satisfaction in the consumer's mind…

Brand  Experience  Choice

history of brand
History of Brand
  • Branding is not just a business school concept, it’s been around for centuries
  • Ancient Egyptians used symbols and imagery to identify their products
history of brand1
History of Brand
  • The word comes from the Old Norse word “brandr” which means “to burn”
  • Legend is that the Vikings “branded” their animals to identify them
history of brand2
History of Brand
  • Brand names first appeared in the 16th Century with whiskey distillers burning the producer’s name into the top of the barrels
history of brand3
History of Brand
  • During the 18th Century, brands were used to make products memorable and differentiating
history of brand4
History of Brand
  • By the 19th Century, brands were used to enhance a product’s perceived value
    • Whiskey producers played off the belief that better whiskeys came from Scotland
history of brand5
History of Brand
  • Today…

Brand = Experience

touch points the customer experience
Touch points (the customer experience)
  • Print
  • Digital
  • Personal service
  • On program
why does it matter
Why does it matter?

Inconsistent/Meaningless/Unbelievable/

Non-differentiating/Unsustainable

=

inefficient + ineffective value proposition

georgetown s oip dilemma a typical case
Georgetown’s OIP Dilemma – a typical case
  • Changing landscape of international opportunities outside our office
  • Feeling that student’s aren’t connecting to the “value” of what we offer
  • Increasingly feeling as if students don’t understand what we offer, or why
  • Decentralized initiatives in other offices muddied the waters

OUR STUDY ABROAD NUMBERS WERE DECREASING

  • And then…. The VP of Global Engagement was announced….HELP!

WE NEED A BRAND

oip mission
OIP – Mission
  • The mission of the Office of International Programs is to enrich the international character of Georgetown by promoting, supporting and developing a wide range of international and intercultural educational opportunities for members of the Georgetown community. In coordinating these, and other international projects, the Office of International Programs seeks to foster a sense of community that builds on the universalism of the University's intellectual tradition, and encourages many voices to be heard. OIP facilitates these global dialogues by promoting student and faculty mobility and serving as a resource for departments and schools on campus that undertake international and intercultural initiatives.
overseas study os mission
Overseas Study (OS) – Mission
  • The mission of Overseas Studies at Georgetown University is to promote, support, and develop international and intercultural educational opportunities for students, and in so doing, help to define the international character of Georgetown. These programs are developed and evaluated in collaboration with the wider Georgetown community to ensure that they are academically rigorous, linguistically appropriate, and complementary to the Georgetown curriculum. In keeping with the Jesuit philosophy of education and service, these overseas opportunities invite participants to reflect on the values that form their own identities, and encourage them to assume their roles as responsible world citizens.
international student scholar services is mission
International Student & Scholar Services (IS) – Mission
  • The mission of International Student and Scholar Services is to assist international students and scholars in taking full advantage of their educational experiences and to promote awareness of the important contributions the international community brings to the mission and character of the University. IS provides tools and information to assist these individuals in navigating the demands of their academic pursuits within the confines of U.S. immigration requirements and advocates for their unique needs, both among the various offices and departments within the University and in the larger community beyond Georgetown.
global strategies gs mission
Global Strategies (GS) – Mission
  • The mission of the Division of Global Strategies is to collaborate with the Georgetown community on the strategic development of new partnerships, innovative global collaborations, and University mission-driven international programs. In keeping with the Jesuit mission, programs are developed to be intellectually engaging and rigorous, and to foster dialogue, a sense of community, tolerance of others, cultural understanding, reflection and service. By supporting, training, and serving as a resource to the Georgetown community, the Division of Global Strategies seeks to further high quality and safe graduate, non-credit, alumni, faculty and undergraduate international opportunities. Global Strategies is dedicated to developing high impact living and learning communities in Italy and Turkey, and for contributing to the learning experiences with Georgetown University’s campus in Doha. Finally, the Division of Global Strategies is committed to insuring that all members of the GU community are prepared for international travel in the areas of health, safety and security. 
the brand charter
The brand charter
  • Mission
  • Vision
  • Positioning
  • Visual expression
    • Consistent
  • Experiential
    • Embrace the touch points!
the print experience
The print experience
  • Think about the take-aways, literally and figuratively
  • Focus on the dynamic impact of both your brand and the destination
  • Include the target audience
  • Support the secondary audience
the digital experience
The digital experience
  • The journey should lead to reward
  • Delight the user, don’t make it a job
  • Embrace your school’s brand, but remember you have your own site with your own goals
  • Take a “mobile first” approach
the in person experience
The in-person experience
  • Make sure this aligns with print and digital
  • Remember the student is a customer
  • Bring the human value to the conversation
  • Provide other's experiences
the in country experience
The in-country experience
  • Stay in touch
  • Provide tools
    • Bring the school to the student
    • Engage to gather experiences
    • Be a networker
    • How do you leverage the experience?
  • Re-entry
a road to get there
A road to get there
  • Start with a solid mission statement and vision
  • Audit where you are
  • Pick one part of the journey and focus on that
  • Include the customer – ask for feedback
  • Take an iterative approach and expand
thank you
Thank you

Brenda MajeskiCIEESenior Vice President

Marketing Communications & Strategic Planning

BMajeski@ciee.org

Larry RothBrandlogicSenior Vice President

Digital

roth@brandlogic.com

Lisa DonatelliGeorgetownDeputy Director & Director of Global Strategies

donatell@georgetown.edu