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Undergraduate Program Office McCombs School of Business. Brand Basics: How we tell our story to undergraduate prospects and parents.

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Undergraduate Program Office

McCombs School of Business

Brand Basics: How we tell our story to undergraduate prospects and parents.

This is a living document. It is not etched in stone, but it is based on careful discussion between the undergraduate program office staff and the marketing staff of the Communications Office. If new information is identified that changes any of the brand direction specified here, then appropriate modifications should be made. Brand is a process, not a destination, and we encourage constant review of the principles listed here. However, consistency is a valuable tool in communicating brand, so every effort should be made to adhere to these message guidelines unless there is clear reason to do otherwise.

The brand positioning language used by the undergraduate program office should be complementary to the overall school brand. To that end, these messages are organized into the same five message categories:

Institution: Driving Boundless Opportunities

Academic: Developing a New Breed of Leadership

Student: Working Smart—Earning Success

Culture: Nurturing a Global Perspective

Graduate/Alumni: Changing the World

Features or Attributes Appealing to Prospective Students and Parents—BBA

Opportunities to Differentiate

Key Advantages

Features are organized within quadrants based on the degree to which they are both important to the decision to inquire, apply or enroll, and the degree to which they are important points of distinction for the McCombs program. The closer they are to the upper right hand quadrant, the more important they are to the key audience.

The color categories correspond to the five brand message categories. Features are linked by color lines to show the relationships between them. For example, when talking about expertise (lower left quadrant) it is important to link it to being supportive, which is a McCombs area of distinction.

Likewise, categories also link down the chart. For example, the value message can be told in terms of how affordability and abundant resources work hand in hand, which are both areas of high interest for prospective students and parents.

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0 Degree to which this is unique to McCombs relative to peer schools 10

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Important Basics

Areas to Improve

0 Degree of influence on the decision to inquire, apply or enroll 10

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FAB Analysis

Prospective Students and Parents—BBA

STUDENT CHARACTERISTICS Working Smart – Earning Success

Top-ranked students from around the world, working in a fair and collegial environment, in a program that opens opportunities to go anywhere. Sharing the learning experience with peers who are engaged in the learning process, and equally motivated to achieve. Participating in a process that is outcome focused and proven.

FEATURES/ADVANTAGES BENEFITS

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Actual version is four pages, broken down by category.

CULTURAL CHARACTERISTICS Nurturing a Global Perspective

A vibrant and diverse learning society, hosted in a city with one of the most highly educated populations in the country. Welcoming and inclusive student environment. Programs that open the door to real-world experience, international perspective, and world-class corporations.

FEATURES/ADVANTAGES BENEFITS

GRADUATE/ALUMNI CHARACTERISTICS Changing the World

A network of 81,000 alumni in 118 countries, linking graduates to opportunities around the world. Mentors who introduce students to new ideas, industries and business approaches. Evidence of the success and prestige of the school and its programs.

FEATURES/ADVANTAGES BENEFITS