Why We’re Here • Ensure a cohesive presentation of the Penn State brand • Empower each campus and unit to operate creatively and flexibly within the brand framework • Produce a consistent net perception of the Penn State brand
Goals for Today Gain a better understanding of: • The Penn State brand positioning and strategy • How to use storytelling to bring the brand to life • How to leverage different types of content to tell these stories • The importance of a social strategy to support storytelling efforts
Target Mindset Students, faculty, administrators, staff and any in the Penn State community who combine personal ambition and perseverance with passion for a larger purpose and a commitment to service. They are focused on learning and achievement, and they are hard-working builders: of careers, families, communities and institutions. As a group, they are inspired by goals that bridge the divide between individual achievement and social benefit, and are strongly motivated by a sense of gratitude and a desire to give back. WELL ROUNDED OPTIMISTIC CAN DO HONESTY/INTEGRITY ALTRUISTIC HARD WORKING HUMBLE PASSIONATE GENUINE COLLABORATIVE
32 PENN STATE POSITIONING: “INSPIRED DOERS” Penn Staters are not only high academic achievers, they’re doers— nurtured by a culture that encourages setting lofty goals and investing the effort to achieve them. They are molded in an environment that values success, teamwork, and service to others, and are intent upon living inspired, purposeful lives. Universities talk about producing leaders, but ask employers where they go to find individuals who inspire others, know the value of hard work, and lead by example. They go to Penn State.
Supporting Messages Penn State makes important contributions to society through education, research, and stimulating economic development. Penn State is committed to the success of each student: Providing support, leadership opportunities, mentorship, and jobs to achieve their dreams and goals. Penn State is highlyranked across a wide range of academic disciplines and is recognized as one of the world’s elite universities. Penn State is known for having a strong feeling of lifelong family, community, and unity.
Leadership Personality EXCELLENCE INNOVATION PASSION COLLABORATION
Guardian – Three Little Pigs http://www.youtube.com/watch?v=vDGrfhJH1P4
OUR BIAS Knowledge Reliable Solid Analytic Data-driven Good Bad Wrong! Storytelling Nebulous Ephemeral Subjective Indirect
- Stacey Snider, President, DreamWorks Studios “The best stories lead from the heart, not the mind.”
The Power of Words https://www.youtube.com/watch?v=Hzgzim5m7oU
Elements Of A Compelling Story UNDERLYING FRAMEWORK: THE PLOT Crisis Controversy Conflict Change The Characters Villain Victim Hero Moral Slow and Steady Wins the ace BUILDING A HIGH-IMPACT STORY, CREATING THE ”NARRATIVE”
What is the Intended ‘Net Impact?’ • Grounded in the mindset of the target audience • At the intersection of emotional and rational • Features to Benefits to End-Benefits 1. Environment EMOTI NAL RATI NAL Circle of Comfort 2. Need 3. Solution
Net Impact Who is the intended audience? 1 2 3 4 5 What do they want? Need? What do you want them to do? What is the headline you want to see? How do you achieve the net impact in a 140-character, Twitter world?
Google Chrome – Dear Sophie http://www.youtube.com/watch?v=R4vkVHijdQk
It Begins With A Blank Canvas BUILDING A HIGH-IMPACT STORY, CREATING THE ”NARRATIVE”
ButColorandTexturearePowerful BUILDING A HIGH-IMPACT STORY, CREATING THE ”NARRATIVE”
Others Are Also Painting On Our Canvas BUILDING A HIGH-IMPACT STORY, CREATING THE ”NARRATIVE”
New York Times – “One Race” http://www.nytimes.com/interactive/2012/08/05/sports/olympics/the-100-meter-dash-one-race-every-medalist-ever.html?_r=0
JHU – “Thank You” http://www.youtube.com/watch?v=KEy5MCWI1sE
Focusing On End-Benefits • Goal is to move from Features to Benefits to End-Benefits. • As you move out this chain, you get closer and closer to the human dimension and the essence of an effective story. Features Benefits End-Benefits FORMULATING A CORE MESSAGE
Duracell – Trust Your Power http://www.youtube.com/watch?v=u2HD57z4F8E
Framework For Compelling Messages The ENVIRONMENT MessageCredibility High-level trends that position you as an authoritative source and make your story relevant to the audience. The NEED Message Empathy The challenge or problem created by the environment. The SOLUTION Message Expertise How what Penn State is saying or doing will help address or solve the problem.
Skype – Born Friends http://www.youtube.com/watch?v=5nRKyQ11494
J&J: Pediatric Nurses http://www.youtube.com/watch?v=2PVeOq60GcA
The Need for Content 80% of business decision makers prefer to get company information in a series of articles versus an advertisement.1 60% of consumers feel more positive about a company after reading custom content on its site.2 90% of consumers find custom content useful, and 78% believe that organizations providing custom content are interested in building good relationships with them.3 More than 9 in 10 CMOs think that custom content has a positive effect on audience attitudes, strengthening the bond with consumers.4 60% are more likely to be on the lookout for products when looking at content marketing.5
New Approaches to Content GE’s ecomagination Coca-Cola Journey IBM Forward View Objective Highly Social Visual Credible Writers
Effective Content Strategy A systematic approach to identifying, creating and syndicating content to tell a brand’s story.
Content Plan 70/30 80/20 50/30/20 Ink / Video / Infographics Evergreen / News New Points of View / Joining Conversations
Content Principles • Length • Visual • Connective • Readability • Tone • Credibility • Empathy • Episodes • Unique • Interactivity
Content Hub • Easy to navigate • Highly and easily shareable • Responsively designed • Highly visual • Turn comments on. Use clear guidelines to moderate, but do not censor.
SEO and Syndication Are Critical • Search Engine Optimization • Improving the search rank of content so that new readers discover content when conducting online searches • Content Syndication • Sharing and distributing content so that new readers discover content through their social media networks and favorite sites
Creative Exercise Content Topics: • New student recruitment - Groups 1 & 6 • End of the capital campaign – Groups 2 & 7 • Commonwealth Campus (Altoona) – Groups 3 & 8 • World Campus – Groups 4 & 9 • Research (sustainability) – Groups 5 & 10 Considerations • What is the challenge? • Who is your target audience? What do they look like? (be descriptive) • What do we want them to think/feel/believe/do? • What is the story? • How does it relate to the brand strategy? • What are the core messages of the story? • What types of content would you use? Where would that content live? • How would you measure success?
Articles & Resources sites.psu.edu/brandupdate/