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slide1
Certified Brand Ambassador Program

Unit 101

HISTORY

University Relations

slide2
Okay, so what is Branding?

University Relations

slide10
BMW
  • Microsoft
  • IBM
  • GE
  • Tiffany’s
  • Wal-mart
  • Sal’s Pizza
  • Etc.
slide11
When people hear our name, what do they think?

What are your thoughts?

University Relations

slide14
what is a brand?

Your brand is the idea …

Your brand is the idea …

that you want to own …

in the hearts and minds of important audiences

Bob Brock,

Educational Marketing Group

slide15
What is a Brand?

“A brand is how you are really perceived. It’s tied to your reputation so, when someone sees or hears your name, it evokes an image.”

-- VP Marketing, Council for Advancement and Support of Education (CASE)

slide16
Rules of Positioning
  • Mindshare governs market share
  • Positioning is overt
  • Positioning is heavily dependent on perceptions
  • Positioning is competitive and comparative
  • Don’t confront an entrenched competitor.
  • Dr. Robert A. Sevier, STAMATS
slide17
Integrated Brand Marketing

The process of creating a unique, compelling institutional identity and communicating that brand through all available media to:

Improve audience awareness

Shape audience attitudes

Motivate the desired action

slide18
For whom do we brand?
  • Internal (consistency/efficiency)
  • Student prospects
  • Opinion leaders
  • Alumni
  • Donors
  • General public
  • Stakeholders
slide20
Brand Promise

Brand Drivers

Positioning Statement

brand platform

  • An enduring brand identity has four essential qualities:
    • Reflects a position of intrinsic importance to audiences
    • Virginia Tech is uniquely equipped to deliver it
    • Differentiates Virginia Tech
    • Is timeless so that it remains relevant over many years
slide21
positioning statement
  • Internal strategy document defining position you want to hold in marketplace
  • How you want audiences to think about you
  • Aspirational
slide22
VT positioning statement

Virginia Tech is a high-performing research university with a world-view that advances the land-grant values of discovery, learning, and outreach. We serve and engage the citizens of the Commonwealth of Virginia, the nation, and the world. We attract motivated high-achieving students, staff, and faculty who excel in an academically energized, technologically creative, and culturally inclusive learning community. Our bold spirit, climate of innovation and service, open boundaries of study and research, and entrepreneurial approach positively transform lives and communities.

slide23
brand promise
  • What you promise to deliver to all your audiences
  • Distills the brand into a short, memorable phrase
  • Captures the essence of the brand identity
slide24
brand promise

=

Quality, Innovation, Results

slide25
brand drivers
  • Major features that enable VT to deliver its promise
  • Same across all audiences, all colleges and departments, all media platforms
  • Foundation for consistent key messages
slide26
brand drivers
  • Nationally and internationally recognized faculty experts
  • Groundbreaking research and eminent scholarship
  • Challenging academic standards
  • Technological leadership
  • Service to community and society

These drive story selection, tone, and message.

slide27
Brand Promise

Brand Drivers

Attribute

Attribute

Attribute

Attribute

Key Messages

Features Benefits

Features Benefits

Features Benefits

Features Benefits

Features Benefits

Proof Points

Data points, examples

Data points, examples

Data points, examples

Data points, examples

Data points, examples

Data points, examples

Positioning Statement

slide28
brand drivers appear in . . .
  • Key messages
  • Talking points
  • Content outline
  • Speech outline
  • Events themes
  • Web spotlights
  • Guide or focus for story selection and slant
slide30
audience insights – focus groups
  • Academically high to very high performing
  • Sensitive to reputation and prestige
  • Motivated by quality of the learning experience
  • Inspired by personal engagement and involvement
  • Self-image as motivated individuals within diverse community of high performers
  • Mix of highly focused students and those who want to explore different areas of study
slide31
audience insights – focus groups
  • Academically high to very high performing
  • Sensitive to reputation and prestige
  • Motivated by quality of the learning experience
  • Inspired by personal engagement and involvement
  • Self-image as motivated individuals within diverse community of high performers
  • Mix of highly focused students and those who want to explore different areas of study
slide32
brand personality
  • Innovative – ahead-of-the-curve, risk-takers who solve future challenges
  • Honest – strong integrity, self-assured, never boastful
  • Energized – spirited, bold
  • Intelligent – smart, thoughtful, insightful, concise
  • High-performing – experienced, determined, exceptional technical skill
  • Results-driven – get things done, solution oriented
slide33
creative strategy
  • Bold typography as design element
  • Branded images that show duality – thoughtful portrait blended with hands-on “doing”
  • Support images that illustrate breadth of opportunity and involved, engaged community
  • Fresh color palette that reflects forward-looking approach
  • Flexible design grid organizes information by type – descriptive, factual, outcomes – to reflect innovative, results-driven organization
slide34
messaging strategy
  • Brand drivers are building blocks for key messages
  • Drivers are expressed through images and design as well as headlines and copy
  • Drivers stay the same across all audiences and units, but proof points and outcomes change with context
slide35
from driver to key message
  • Virginia Tech faculty members are – literally – known around the world, which means that you’re learning from the very best. A Tech degree will open a lot of doors for you.
  • Proof point: e.g. international award, shown with students
slide36
from driver to key message
  • No question, Virginia Tech programs are academically demanding. That means they attract the best and the brightest faculty and students, which plays a huge role in the economic development of our state.
  • Proof point: e.g. In-state start-up by VT graduate, shown with political power player
slide37
from driver to key message
  • The idea that we all need to give something back – to our neighborhoods, our communities, our nation – is woven into every piece of the Virginia Tech fabric, from the minute you step on campus. We all benefit from that kind of sense of responsibility for one another.
  • Proof point: Story on student volunteerism, shown in action photo of involved students
slide39
Our Brand

In other words, it’s not how YOU see Virginia Tech . . .

It’s how THEY see Virginia Tech.

slide40
The Brand Platform
  • Position statement
  • Brand promise
  • Brand drivers
  • Tagline
slide41
Strategic Tagline
  • What is it?

An intriguing shorthand of your message that exudes your personality and triggers those all important perceptions

  • How is it used?

As a closer on your publications and media to reinforce the brand and give depth to messages

  • When is it used?

As part of the institutional signature on publications, advertising, promotional materials, etc.

slide42
Strategic Tagline

Invent the Future ®

slide45
Imagery

Branded Photography

slide46
VIEWBOOK

The Brand Inspiration Piece

slide48
Faculty Who Excel
  • Safer Drinking Water:

“Professor highlights failing U.S. water infrastructure in national press briefing.” (1/29/09)

slide49
High Achieving Students
  • Saving Wildlife:

“. . .increase understanding of the lives and habitats of the wild creatures and how humankind is influencing them.”

2-16-09

slide50
Transform lives and communities
  • Better emissions for the world:

“University shows the world how to burn cleaner coal

and reduce emissions” (11/3/08)

slide52
Print Ads

Surround yourself with ideas, innovation, and inspiration.

slide53
Print Ads

Study with scholars at the top of their fields.

slide54
Print Ads

“. . . committed to advancing knowledge and quality of life.”

slide56
Undergraduate

Online Ad

Energize your intellect

slide59
Expressing the Brand

Brand drivers rewritten for spotlight messages

slide60
SPOTLIGHT

On Achievement

slide61
SPOTLIGHT

On Innovation

. . . innovative furniture at German exhibition

slide62
SPOTLIGHT

On Impact

slide63
Marketing Communications Strategy

Increase awareness and improve positive perception of Virginia Tech as a premier academic quality institution with exceptional research capacity within an environment that is caring and inviting community among high-priority, target audiences.

slide65
What do we need to do?
  • Keep consistency of brand elements
  • Reserve the integrity of brand message
  • But change with the times and strategy
slide66
Advertising
  • Controlled message
    • Copy and imagery
  • Able to reach large target audiences
    • 16.7 million impressions for Fall 07 Admission campaign
  • Essential part of branding process
    • Part of every major university’s plan
slide67
Print Ads

Share Your Pride

Friendly student interaction, outside of a lab setting

slide68
Print Ads

Create an Experience

Research viewed differently

slide69
Print Ads

Celebrate everyday success

Collaboration and student interaction

slide70
Online

Share Your Pride

slide72
Creative

Cable systems throughout target geographies

Television

the results are in
The results are in…

So, has it worked?

slide81
Top Images of Virginia Tech (ASQ)

Top College Images Associated with Virginia Tech by All Admitted Students

2008

1998

Large

Inexpensive

Friendly

Isolated

Fun

Career-oriented

Challenging

Back-up school

Diverse

Highly respected

Intellectual

Comfortable

Partying

Research-oriented

Athletics

Average

Prestigious

Selective

Not well-known

Athletics

Spirit School

Fun

Friendly

Comfortable

Intellectual

Challenging

Prestigious

Research-oriented

Supportive

Career-oriented

Partying

Close-knit

Selective

Isolated

Back-up school

Average

Sensitive

Not well-known

slide82
“If you have only identity manuals, logos and taglines and ad campaigns, but no substance or depth in terms of brand experience, you have a hollow brand.”

Last Thoughts . . .

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