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Campus Internationalization: Strong Brand Required

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: Strong Brand Required

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  1. Campus Internationalization: Strong Brand Required An OIP Case Study

  2. Campus Internationalization…Really? • Internationalizing the Campus/ Curriculum • Providing high quality education in the21stcentury • Shaping ‘global citizens’…to better compete, serve, excel

  3. Campus Internationalization…Really? • Ingredients • More international faculty – visitingand training • More international students • More university students studying abroad

  4. 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

  5. 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

  6. Brand • What is brand? • Why is brand important? • The role of customer experience • How is it applicable to higher ed?

  7. 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

  8. 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

  9. 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

  10. 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

  11. History of Brand • During the 18th Century, brands were used to make products memorable and differentiating

  12. 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

  13. History of Brand • Today… Brand = Experience

  14. Touch points (the customer experience) • Print • Digital • Personal service • On program

  15. The role of customer experience

  16. The role of customer experience

  17. The role of customer experience

  18. The role of customer experience

  19. College and University Logo/Brand Refresh

  20. Why does it matter? Inconsistent/Meaningless/Unbelievable/ Non-differentiating/Unsustainable = inefficient + ineffective value proposition

  21. $ How is it applicable to highered/study abroad?

  22. A look at Georgetown OIP

  23. Georgetown International Environment

  24. Georgetown International Environment

  25. Georgetown International Environment

  26. 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

  27. International Student Handbook

  28. Georgetown International Student & Scholar Services Facebook Logo

  29. The McGhee Center Brochure

  30. Georgetown OIP New Faculty Flyer

  31. Georgetown iWeek Event Schedule

  32. Georgetown OIP Email Blast Template and Newsletter Template

  33. OIP Brochures & Flyers

  34. Study Abroad

  35. Web

  36. Web (slight change)

  37. Web – give the user what they need first

  38. Web – keep your design language specific

  39. Web – keep the experience similar

  40. Web – keep it simple

  41. Web – sometimes a lot of text works

  42. Web – sometimes the truth can be stretched

  43. Mobile to the rescue?

  44. Mobile – focus on the content

  45. From clutter…

  46. …to clarity

  47. From chaos…

  48. …to order

  49. What drives the message andshapes the touch points?

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