Branding & Integrated Marketing Future Is Now Forum Annapolis, MD By George Dehne

1. Branding & Integrated Marketing Future Is Now Forum Annapolis, MD By George Dehne GDA Integrated Services.

2. Keys To Branding • Expectations • Trust /Accuracy • Effectiveness • Creativity

3. Audiences To Ensure Trust/Accuracy: Current Students Alumni Current Graduate Students To Ensure Effectiveness: Inquiring Students Parents of Inquiring Students To Determine Image: High School Counselors Employers Community Leaders

4. QUALITY Very high High Fair CLIENT UNIVERSITY Inquiring Students 16% 48% 26% Parents 25% 45% 10% High School Counselors 5% 57% 33% Employers 11% 17% 28% SELECTIVE PRIVATE UNIVERSITY Inquiring Students 29% 43% 12% Parents 30% 40% 8% High School Counselors 38% 57% 5% Employers 39% 28% 0% PUBLIC FLAGSHIP UNIVERSITY Inquiring Students 29% 55% 9% Parents 26% 51% 13% High School Counselors 29% 52% 19% Employers 22% 17% 17%

5. Client Small Private Selective Private Regional Private Can’t Rate Enrolls an ethnically and racially diverse student body 48% 52% 10% 10% 38% Has the most generous funding of financial aid based only on the financial need of the student 38% 19% 14% 38% 38% Excellent preparation for a career 33% 19% 52% 24% 33% Provides the most generous merit scholarships 33% 43% 10% 38% 38% Back-up school 33% 29% 5% 43% 33% Excellent preparation for professional school 24% 19% 57% 19% 33% Has an excellent academic reputation 19% 19% 67% 19% 29% Excellent location 19% 38% 33% 10% 48% Academically challenging 14% 38% 81% 19% 19% Safe environment 5% 10% 43% 48% 43% Counselors’ Views

6. Affinity Analysis • Prefer university to college • Prefer private to public • Prefer under 3500 students to over • Prefer urban or no preference • Emphasis on values & ethics: essential or very important • “Good Fits” for Client: 27% • “Poor Fits” for Client: 63%

7. Inquirers Good Fit Poor Fit A university whose graduates are recognized by employers as being trustworthy 54% 37% A place that prepares students to make a positive difference to society 49% 31% A university that practices what it believes 43% 29% Offers a unique university and community partnership 34% 23% Prepares students for the social, political, moral and religious challenges of contemporary society 32% 24% An urban setting that provides a "living laboratory" for college students 31% 17% An urban university with a special civic responsibility 23% 13% Extremely Attractive Description

8. Extremely attractive descriptions of a university: Inquirer Current Current Good Fit Definitely Choose Again Would Not Choose Again A university whose graduates are recognized by employers as being trustworthy 54% 35% 6% A place that prepares students to make a positive difference to society 49% 35% 6% A university that practices what it believes 43% 25% 4% Offers a unique university and community partnership 34% 20% 4% Prepares students for the social, political, moral and religious challenges of contemporary society 32% 36% 5% An urban setting that provides a "living laboratory" for college students 31% 21% 11% An urban university with a special civic responsibility 23% 20% 4%

9. Inquirers Good Fits Alumni Essential & Very Imp Essential Only Gained Great /Very Improving thinking and reasoning skills 85% 55% 75% Writing & speaking effectively 84% 72% Developing problem solving skills 80% 69% Engaging in lifelong learning 81% 55% 66% Developing ethical standards and values 73% 66% Developing self confidence 84% 52% 64% Getting along with people whose attitudes and opinions are different from my own 83% 64% Working as a team member 80% 62% Developing leadership skills 82% 51% 61% Developing original ideas 82% 44% 57% Appreciating literature and fine arts 55% 29% 59%

10. STRONGLY AGREE & AGREE Alumni Current Inquirer Parents The faculty should want me to succeed 87% 85% 96% 99% A good teacher touches students' hearts as well as their minds 90% 90% 87% 90% My professors should have a passion for teaching 86% 82% 96% The relationships I develop with other students contributed greatly to my education 73% 72% 81% A college can provide an excellent education and demonstrate a commitment to social justice 77% 53% 92% 98% I hope to get to know at least one faculty member reasonably well each semester 73% 83% 80% The faculty should value my ideas and contributions 76% 68% 91%

11. VALUES ORIENTATION Alumni Very Positive Positive Strongly Agree Strongly Agree Strongly Agree Client has a responsibility to serve society. 34% 45% 28% Client provides an excellent education and demonstrates a commitment to social justice. 30% 45% 23% Client prepares people who make a difference to society when they graduate. 26% 42% 19% The Client community appreciates differences among people. 25% 40% 17% As a graduate, I feel I have a responsibility to improve the lives of others. 24% 35% 18%

12. Levels of importance Employers Community Church Extremely & Very Extremely & Very Extremely & Very Offer an excellent general education to its undergraduate students 100% 100% 100% Provide its students with a practical education 94% 100% 100% Prepare future leaders of our society 94% 100% 100% Teach students how to cope with a rapidly changing world 84% 90% 100% Prepare graduate students to take leadership roles in industry and the community 82% 90% 100% Help students develop sound values and ethical positions 67% 100% 100% Prepare its undergraduate students for a career 94% 100% 91% Prepare its undergraduates for graduate and professional schools 62% 80% 82% Key Audiences Expectations

13. The Elevator Speech • The Client goes well beyond simply preparing students for meaningful careers and success in graduate studies. The University provides graduates with the skills they need to have a positive impact on the social, political, professional, and moral challenges of contemporary society.

14. The Elevator Speech • Client’s alumni credit the University’s purposeful liberal arts approach with improving their thinking, reasoning, problem solving, and written and oral communication skills, as well as preparing them for a life of learning and rewarding personal lives.

15. The Elevator Speech • Professors with a passion for teaching and mentoring touch our students' hearts and spirits as well as their minds. Through challenging small classes where dynamic discussion takes place, the Client’s faculty ensures all motivated students succeed in an environment of mutual respect.

16. The Elevator Speech • Client’s urban setting in Big City can greatly contribute to a student’s education by providing everything from access to an interesting part-time job to world-class cultural events and entertainment—all while remaining grounded in a real world environment.

17. Draft “Taglines” • Learn things right. Learn the right things. • Learn What Matters • Preparation for Successful Careers and Rewarding Lives • An Education for Impact

18. KEYS TO INTEGRATION • Ensure Contemporary “Product” • Environmental Scanning • SWOT – Plus • Solid Branding • Know Customer • Develop Institutional Language (Elevator speech) • Tagline (if possible)

19. KEYS TO INTEGRATION • Complete Marketing Inventory Matrix • On-campus Interviews • Determine desired outcomes • Determine efficiency • Determine handicaps • Determine missed opportunities • Organizing for Integrated Marketing

20. TOOLS FOR INTEGRATED MARKETING • Service Materials • Reputational Marketing • Target Cities • Visual Identity • Technological Communications • Reflected Visibility

21. Thank You George Dehne GDA Integrated Services