The 5 truths of higher ed branding

LIBERAL ARTS The debate rages on * PRODUCT VS.. LIBERAL ARTS The debate rages on * PRODUCT VS.. BREAKING DOWN THE SILOS or at least finding kindred spirits Advancement... BREAKING D

William Hull Faust

Managing Partner

@ologie

@williamfaust

ologie

The Agenda

ACT 1: AMAD, MAD WORLD

Today’s higher ed landscape

ACT 2: STRANGE BEDFELLOWS

Communications? Marketing? Branding?

ACT 3: THE FIVE TRUTHS

Things we’ve learned along the way

ACT 1

A MAD, MAD WORLD:

TODAY'S HIGHER ED

LANDSCAPE

“Toto, we're not in Kansas anymore.”

* HYPERCOMPETITIVE Regionally, nationally and even globally

eee, wee,

External Environment ART AND YT ayy

FP 8eeee ®®eŸ2 eg Coc gg ee et em BB O ey mw số .s.G.õ.Ð c — n a89 etm CCccõõốõốõốõốõốõốõốõẽõẽõẽõẽẽ c =ee® ge gw oe

Peoeg Coogee Coser Be me we e ge a

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"feoee, = Cr ( —i(“‘( i‘ hl; TL 7À -PCHAAAA.s*O -°° AE 6 ` ẻ IS ee

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UNIVERSITIES

Columbia

wr College

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Converting fans to supporters

* COMPETING FOR ATTENTION

So many good causes, so little time

Converting fans to supporters

* COMPETING FOR ATTENTION

So many good causes, so little time

* DONOR FATIGUE

Annual funds, capital campaigns, and everything in between

Internal Environment

MEANWHILE, BACK

ON CAMPUS

-STEM VS LIBERAL ARTS

The debate rages on

Internal Environment

MEANWHILE, BACK

ON CAMPUS

-STEM VS LIBERAL ARTS

The debate rages on

* PRODUCT VS PURPOSE

Should schools be run like a business?

Internal Environment

MEANWHILE, BACK

ON CAMPUS

-STEM VS LIBERAL ARTS

The debate rages on

* PRODUCT VS PURPOSE

Should schools be run like a business?

¢ THE QUEST FOR DIVERSITY

Higher ed’s Holy Grail

Internal Environment

MEANWHILE, BACK

ON CAMPUS

-STEM VS LIBERAL ARTS

The debate rages on

* PRODUCT VS PURPOSE

Should schools be run like a business?

¢ THE QUEST FOR DIVERSITY

Higher ed’s Holy Grail

* HAVES AND HAVE NOTS

When supply exceeds demand

THE BOTTOM LINE:

DISRUPTION

IS COMING

BREAKING DOWN THE SILOS

(or at least finding kindred spirits)

Advancement

BREAKING DOWN THE SILOS

(or at least finding kindred spirits)

BREAKING DOWN THE SILOS

(or at least finding kindred spirits)

Advancement | Outreach | Enrollment

BREAKING DOWN THE SILOS

(or at least finding kindred spirits)

BREAKING DOWN THE SILOS

(or at least finding kindred spirits)

BREAKING DOWN THE SILOS

(or at least finding kindred spirits)

BREAKING DOWN THE SILOS

(or at least finding kindred spirits)

BREAKING DOWN THE SILOS

(or at least finding kindred spirits)

The Rise of the a Ed

The Rise of the Higher Ed

CHIEF MARKETING OFFICER

The Rise of the Higher Ed

CHIEF MARKETING OFFICER

Vi

N x Northwestern ' William & Mary

2013 2014

The Rise of the Higher Ed

CHIEF MARKETING OFFICER

Vi

N Northwestern ' 3# William & Mary ' Ohio State

2013 2014 2015

The Rise of the Higher Ed

CHIEF MARKETING OFFICER

But what do we mean by

INSTITUTIONAL

BRAND

MANAGEMENT?

°e More than a logo

- More than a tagline

- More than a campaign

It’s the total

Managing the brand

EXPERIENCE

and telling a unified

STORY

Turning brand ambassadors into storytellers

is one of the most effective ways to share the experience to engage people to

THE BOTTOM LINE:

PEOPLE SUPPORT WHAT THEY HELP

aS

While an inclusive pro inful at times,

ACT 3

THE FIVE TRUTHS

OF BUILDING & MANAGING

A BRAND IN HIGHER ED

“Be true to your school.”

17S A BALANCE

OF PAST, PRESENT, AND FUTURE

A strong brand looks backwards

and forward

AUTHENTICITY

IS EVERYTHING

Your story must be real and

senuine to be believed

HOLLINS

® be inspired @

BE CHALLENGED

BE SUPPORTED

BEYDU

SHOW ME

A STORY

People absorb information differently than they used to

Gen Z

Social media is the #1 on

we use the Internet, a — we

Our attention span is

8 seconds, and we multi-

task across five screens.

Ko

AMERICAN

UN IVERSITY

SJX MONTHS AFTER GRADUAIION, AU UNOLRGRADUATLS a WI l IN ALL MH00L5

' `

JằmmãkhbmkhjhứẽmhnhkÑ

COMPLEX

ORGANIZATIONS REQUIRE SIMPLE STORIES

No one really cares how you are

organized

IUNIVERSITY|

[CALIFORNIA]

*T STARTS WITH

A BIG IDEA

What’s the one thing at the top of your pyramid?

(s —

ĐAtếL ©U€CAT ASS TANT PROFESSOR

MOC PINTO AND MOLECULAR MOLOGY

le /@&

Who can we depend on to tackle the big problems

of our time? Push the boundaries of discovery and

forge partnerships that lead to better answers?

Who will work for the common good with

uncommon will? SpartansWill.msu.edu

(g MICHIGAN STATE UNIVERSITY

Columbus School for Girls

WE RISE

Ủ

niversity of Phoenixe

OH, AND ONE MORE THING

(Truth #6, but I didn’t want to

change the title)

g NSIDE then OUT

Launching internally first

ensures that branding efforts are more than a campaign

Se ad

AT WEST VIRGINIA UNIVERSITY, DETERMINED T0 60 F¡

ITSIN0UR CT)

“S0 WE WILL 60 ABOVE WE WILL 6Ó BEYOND

AND WHEN EVERYONE ELSE GOES BACK

MOUNTAINEER’ |

QUESTIONS’

ologie

THANK YOU

ologie