Agenda • Campaign Background/Objective • Campaign Strategy • Creative Review • Phase I • Phase II • Accomplishments/Weaknesses • Evolution Directives • Phase III Campaign Recommendation
Campaign Background • Five-year, $5 million image campaign • Key Objectives • Increase awareness of UH among key constituents • Build a positive image for the UH by focusing on key achievements/strengths • Help UH achieve its vision to become a pre-eminent 21st century metropolitan university
Media Targets Broad constituency who possess the power to impact the success of the University of Houston • Senior Executives • Community leaders • HR managers/executives • UH faculty/staff • Alumni • Students
Communication Prerequisites • Create common communications language • Agree to the essentials …the essence of the brand • Create a language for “ambassadors” to persuade “outsiders” • “Ambassadors” = faculty, staff, and students • “Outsiders” = alumni, key decision-makers, local and state leaders, and community members • Make “outsiders” as aware of UH’s strengths as “insiders”
A Three Phased Campaign Approach Phase 1 Phase 2 Phase 3 Get Credit for Who You Are Faculty Programs Illustrate Your Influence Show how who you are makes a difference to the larger community
Communication Strategy Develop a Bridge that Makes Education Relevant to the Community The Key Is Connecting UH to Houston And Emphasizing Their Mutually Beneficial Relationship Learning.Leading.
Selling Strategy Business Leaders, Power Brokers, and Policy Makers Conceptual Target: To Be Known for Making Smart Decisions that Benefit Houston and the Gulf Coast Region Core Desire: Offers a Legacy of Prominent Faculty, High quality Education Programs, and a Proven Track Record Role of The Brand: UH Offers the World-Class Resources Necessary to Stimulate Growth in Houston and in Texas Compelling Truth: Selling Idea: Creating and Bringing World-Class Knowledge for Houston and Texas
CREATIVE REVIEWPhase I and II Learning.Leading.
Tracking Research, Background and Objectives • UH running ad campaign since early 2000 • Measured awareness levels in 2000, 2001, 2002 • Assess differences within target segments • Review campaign impact on UH image • Evaluate progress vs. other Texas Universities
3 Year Tracking Study Highlights • Top of mind Brand awareness has experienced gains among all target groups except community leaders which increased in 2001 but slid in 2002 • Total unaided Brand awareness shows gains among all target groups • Both unaided and total advertising awareness show gains among all target groups except alumni and community leaders which increased in 2001 but slid in 2002 • Recall of the “Learning.Leading.” message nearly doubled to 23% since 2001
3 Year Tracking Study Highlights • UH Main Campus image is comparable to other top Texas • Universities in the areas of: • Providing quality employees to the Houston Business Community • Contributions to the Houston Community • Importance to the Houston Economy • Source of Community Leaders • Image attributes which focused on quality of education, faculty and • academic programs experienced a drop off after a substantial • increase in 2001 • Among the major Texas Universities UH Brand awareness is • now #1 for most audiences, trailing only UT among community • leaders
Total Unaided Brand AwarenessTexas Universities 2000 vs. 2002
Phase III Campaign Directives • Maintain strategy but reinvigorate campaign with new “look/feel” • Continue with core theme of “Learning.Leading.” plus the Cougar icon • Focus on reinforcing quality of education message…UH is a world class university, provides stellar education, strong curriculum • Tighten integration of all communication efforts to avoid confusion among all target groups • Integrate targeted direct mail campaigns to key audiences such as community leaders and HR managers • Stay with a broad set of media to meet diverse audience needs
Phase III Strategic Thrust • At the University of Houston, the extraordinary is commonplace • Extraordinary faculty • Extraordinary students • Extraordinary programs • Proof points: • Outstanding students • Outstanding faculty