BRAND JOURNEY WE SEE THE FUTURE IN YOU - OUR BRAND JOURNEY 2 Show - - PowerPoint PPT Presentation

BRAND JOURNEY

WE SEE THE FUTURE IN YOU

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WE SEE THE FUTURE IN YOU - OUR BRAND JOURNEY

▸ Show you where we started

and how we got there

▸ Share our results ▸ Share what we learned along

the way

▸ Time for discussion

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WHAT WERE OUR GREATEST BRANDING CHALLENGES? ADVANTAGES?

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OUR CHALLENGES

▸ Awareness was low and we lacked

an identity

▸ We had never done a bona fide

brand before

▸ We needed to reignite pride on

campus

▸ Enrollment needed a shot in the arm

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OUR ADVANTAGES

▸ Inspiring, authentic mission ▸ Proud history, strong impact,

innovative programs

▸ Campus-wide commitment to the

mission

▸ Alumni and students whose lives

were profoundly affected by their Norfolk State experience

▸ Strong leadership with a commitment

to branding success

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HOW WE DID IT, AND WHY

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BRANDING PROCESS - WHAT, HOW AND WHY

DISCOVERY AND QUALITATIVE RESEARCH QUANTITATIVE RESEARCH AND STRATEGY CREATIVE AND MEDIA IMPLEMENTATION AND MEASUREMENT

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BRANDING PROCESS - WHAT, HOW AND WHY

DISCOVERY AND QUALITATIVE RESEARCH QUANTITATIVE RESEARCH AND STRATEGY CREATIVE AND MEDIA IMPLEMENTATION AND MEASUREMENT

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EMPATHIZE DEFINE IDEATE PROTOTYPE TEST

BROAD AND DEEP DISCOVERY AND RESEARCH PROCESS

▸ Broad engagement of the campus,

alumni and the community

▸ Interviews and focus groups with

300+ people

▸ Coordination with Strategic Planning

Process

▸ Quantitative research with 291

students, 200 parents

▸ Learn about awareness, perceptions

and decision-factors

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KEY FINDINGS AND INSIGHTS

KEY MESSAGES FROM DISCOVERY AND FOCUS GROUPS

• NSU professors see your potential and demand the

best from you. They enable students to see new possibilities for themselves, and achieve them.

• NSU offers high quality degree programs that lead

to careers in new and innovative fields as well as longstanding occupations.

• NSU provides an environment where students feel

comfortable and thrive. It is a community with a “family” feeling of comfort and support, where students form close, personal bonds with faculty and other students.

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KEY FINDINGS AND INSIGHTS

KEY MESSAGES FROM DISCOVERY AND FOCUS GROUPS

• NSU professors see your potential and demand the

best from you. They enable students to see new possibilities for themselves, and achieve them.

• NSU offers high quality degree programs that lead

to careers in new and innovative fields as well as longstanding occupations.

• NSU provides an environment where students feel

comfortable and thrive. It is a community with a “family” feeling of comfort and support, where students form close, personal bonds with faculty and other students.

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CONFIRMATION FROM SURVEY

• Faculty committed to

student success

• A variety of academic

programs that prepare you for success

• A campus where I feel

comfortable

DISTILLED BRAND POSITIONING - THE FOUNDATION FOR THE BRAND

• Norfolk State University has

transformed the lives of generations of students and alumni who have gone on to rewarding lives and careers, often exceeding their own expectations.

• They credit their success to the
• pportunities they began to see

for themselves, and prepare for, at Norfolk State.

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BRAND CREATIVE

TAGLINE, LOGO AND CREATIVE CONCEPTS

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NORFOLK STATE UNIVERSITY TAGLINE

• Base on the brand positioning
• Express in inspiring, human terms
• Speak to all audiences

__________________________________

• Started with many iterations
• Selected best candidates to test

with students, faculty, staff and stakeholders

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NORFOLK STATE UNIVERSITY TAGLINE

We see the future in you.

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NORFOLK STATE UNIVERSITY TAGLINE

We see the future in you.

Campus commitment to the mission

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NORFOLK STATE UNIVERSITY TAGLINE

We see the future in you.

Faculty mentors

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NORFOLK STATE UNIVERSITY TAGLINE

We see the future in you.

Preparation for success

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NORFOLK STATE UNIVERSITY TAGLINE

We see the future in you.

Student achievement

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NORFOLK STATE UNIVERSITY TAGLINE

We see the future in you.

Alumni pride

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NORFOLK STATE UNIVERSITY LOGO

▸ Current logo was an outdated,

athletic-oriented logo

▸ Needed a logo that would: ▸ Establish a clear identity ▸ Reflect a quality image ▸ Express academic quality and

innovation

▸ Point to our future

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NORFOLK STATE UNIVERSITY LOGO

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NORFOLK STATE UNIVERSITY LOGO

Full name to build awareness

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NORFOLK STATE UNIVERSITY LOGO

Image that evokes academic quality

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NORFOLK STATE UNIVERSITY LOGO

Icon that has become a visible centerpiece of campus

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NORFOLK STATE UNIVERSITY LOGO

Distinctive typography; contemporary but classic

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NORFOLK STATE UNIVERSITY BRAND IDENTITY

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BRAND CREATIVE CONCEPTS AND RESULTS

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TARGETED PRINT

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BILLBOARDS

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WEB SITE

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MOBILE INTEGRATION WITH WEB

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DIGITAL, SOCIAL AND AIRPORT

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CAMPUS IMAGERY AND INTEGRATION

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BRAND MARKETING RESULTS

▸ LAUNCH - 2016 vs. PRIOR YEAR ▸ Site traffic up 24.7% ▸ Applications increased by 54.7% ▸ Enrollment increase by 110.7%

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BRAND MARKETING RESULTS

▸ LAUNCH - 2016 vs. PRIOR YEAR ▸ Site traffic up 24.7% ▸ Applications increased by 54.7% ▸ Enrollment increase by 110.7% ▸ 2017 SUSTAINED GAINS YOY ▸ 56% increase in home page views ▸ 98% increase in total page views ▸ 112% increase in time on site

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BROAD AND POSITIVE IMPACT

▸ Enrollment up ▸ Fundraising up ▸ Alumni engagement up ▸ Community visibility up

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EXTENDING AND EVOLVING THE BRAND - ALUMNI VIDEO

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WHAT WE LEARNED - BEST PRACTICES

▸ High engagement ▸ Outside perspective ▸ Align strategic plan and brand

strategy

▸ Integrate all creative channels ▸ Measure, measure, measure

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WHAT WE LEARNED - BRANDING LESSONS

▸ Tackle all identity elements at

• nce

▸ Manage stakeholder

engagement and participation

▸ Prepare for ongoing

investment

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QUESTIONS AND FURTHER DISCUSSION

• What are your brand challenges?
• What are your brand successes?

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