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    Page Image Ratio: Square

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    Advancement Framework

    Planning

    Monthly Progress Review

    Meeting Summary

    May 9, 2012

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    Agenda

    Brand Development Understand implications for positioning, personality, differentiation and messaging

    Organizational Alignment Update on process

    Key findings from expert interviews

    Discussion Topics Identify issues that need greater discussion outside the scope of this project

    Quantitative Follow-ups Additional engagement vs. giving analysis

    Project Next Steps Align on immediate next steps for June

    Review proposed agenda for Board Meeting in June

    2

    90 mins

    60 mins

    45 mins

    15 mins

    30 mins

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    Divider

    BRAND DEVELOPMENT POSITIONING RECOMMENDATIONS

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  • TABLE OF CONTENTS

    WHERE WE ARE IN THE PROCESS

    AN OVERVIEW OF OUR BRANDING APPROACH

    OHIO STATE UNIVERSITY BRAND EQUITY REVIEW

    FUNCTIONAL EQUITIES

    EMOTIONAL EQUITIES

    META-THEMES

    POSITIONING RATIONALE

    BRAND IDENTITY PLATFORMS

    BRAND BLUEPRINT

    PERSONALITY GUIDELINES

    NEXT STEPS

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    5

    Where We Are In the Process

    PHASE 2

    DEVELOP

    BRAND

    RECOMMENDATION

    We are at the tipping point between analysis and execution We have gained a deep understanding of Ohio State, its assets and

    equities, and the needs, desires and associations of its multiple stakeholders

    We have heard the vision of its leadership We are ready to articulate a structured Brand Identity

    This will build cohesion and clarity around what Ohio State stands for, and what makes it distinctive

    It will ground and guide all future Advancement activity, be it marketing, messaging or engagement

    Our focus has remained at the enterprise level of The Ohio State University Defining the highest truths and attributes that will naturally and

    powerfully unite all parts of the University This allowseven facilitateseach part of the University extending

    this brand definition to form a more powerful yet differentiated position within its own competitive set

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    Goals of Todays Presentation

    PHASE 2

    DEVELOP

    BRAND

    RECOMMENDATION

    Branding is a collaborative exercise Today is designed as a directed discussion Alignment is critical before final decisions Assumptions Building blocks Approach Solutions Weve explored and articulated multiple brand areas to ensure No ideas are unaccounted for Pros and cons of different approaches are felt as well as understood Consensus can emerge around the most powerful area(s) for all

    stakeholders and goals of Ohio State

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    2

    7

    An Overview of Our Branding Approach

    Brand Identity Platforms

    5 positioning directions, based on our strategic

    rationales, that can drive a group discussion on the

    most compelling brand identity for Ohio State

    Positioning Rationale

    A strategic framework for determining the range of

    places in which The Ohio State Universitys brand can

    credibly play

    Brand Equity Review

    A broad, execution-agnostic survey of the distinct

    functional and emotional features of The Ohio State

    University

    Final Brand Identity and Personality

    A fully-formed brand identity, determined in

    collaboration with key stakeholders, with associated

    enterprise equity statement, functional/emotional

    benefits, and personality guidelines

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    This is a sequential process -- building from an understanding of what makes The Ohio State

    University distinct, to a compelling and galvanizing brand identity that can become a unifying

    beacon across the Universitys many divisions

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    2

    3

    4

    8

    An Overview of Our Branding Approach

    Brand Identity Platforms

    4-5 positioning directions, based on our strategic

    rationales, that can drive a group discussion on the

    most compelling brand identity for Ohio State

    Positioning Rationale

    A strategic framework for determining the range of

    places in which The Ohio State Universitys brand can

    credibly play

    Brand Equity Review

    A broad, execution-agnostic survey of the distinct

    functional and emotional features of The Ohio State

    University

    Final Brand Identity and Personality

    A fully-formed brand identity, determined in

    collaboration with key stakeholders, with associated

    enterprise equity statement, functional/emotional

    benefits, and personality guidelines

    This is a sequential process -- building from an understanding of what makes The Ohio State

    University distinct, to a compelling and galvanizing brand identity that can become a guiding-

    star across the Universitys many divisions

    1

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    BRAND EQUITY REVIEW: FUNCTIONAL EQUITIES

    Scale Contiguous Geography Breadth of programs Enrollment

    Land-Grant History and Tradition Heritage as Ohios Flagship University Extensive Alumni Network Athletics

    National Ranking Media Presence

    World-class: Professional Schools Cancer Center Research Funding Discovery Areas

    Health and Wellbeing Energy and Environment Food Production & Security

    Tuition Value/Affordability Geographically Desirable Location

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    Ohio States identity is rooted in a number of powerful functional attributesincluding its history,

    size, network, world-class athletics, research and facilitiesall at an attractive price and location

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    Functional Equities were

    collected from a range of

    independent sources

    EC

    Discovery

    P&G

    Brainstorm

    Brand Advisory

    Group

    Fisher School

    Study

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    BRAND EQUITY REVIEW: EMOTIONAL EQUITIES

    Midwestern Attitudes and Values Honesty and Integrity Unpretentious, Understated, Humble Down-to-Earth, Practical, Pragmatic Plain-spoken, Human Ambitious, Optimistic, and Can-Do Earned, not Entitled

    Venerated History as a Pillar of Ohio Accessible and Achievable Big and Bold

    Proud but not Arrogant Spirited

    A Training and Proving-Ground for Real Life An Up-and-Coming University

    A Place With Opportunities for Everyone A Lifelong Badge of Distinction

    A Community that Values Civic Responsibility A Community that Values the Act of Giving Back

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    Ohio States rich emotional territory lies at the intersection of its values, heritage and singular

    experience, resulting in lasting personal and societal impact

    1

    Emotional Equities were

    collected from a range of

    independent sources

    EC

    Discovery

    P&G

    Brainstorm

    Brand Advisory

    Group

    Fisher School

    Study

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    BRAND EQUITY REVIEW: META-THEMES

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    Our brand review builds on the potential brand value areas surfaced in our discovery phase,

    defining the highest-order functional and emotional story that only Ohio State can tell

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    SPORTS

    Connection

    Collective Experience

    Part of Something Bigger

    EDUCATION

    Applied

    Entrepreneurial

    REAL WORLD PREP

    Mastery

    Independence

    Self Made

    COMMUNITY

    Discovery

    Perspective

    Family

    FUNCTIONAL META-THEMES

    High-Quality, Accessible Education A Highly Relevant & Competitive University Extraordinary Value for Money The Quintessential Big College

    Experience

    EMOTIONAL META-THEMES

    A Unique Set of American/Ohioan Values An Open-Door to a More Fulfilling Future An Experience that Stays with You Always A Sizeable Advantage

    Size, Land-Grant History and Tradition, Heritage as Ohios Flagship University, Extensive Alumni Network, Athletics, Highly Ranked Professional Schools, Best-in-Class Cancer Center, Best-in-Class Research Funding, Best-in-Class Discovery Areas, Tuition Value/Affordability, Geographically Desirable Location

    Midwestern Attitudes and Values, Venerated History as a Pillar of Ohio, Big and Bold, An Up-and-Coming University, A Place With Opportunities for Everyone, A Lifelong Badge of Distinction, A Training and Proving-Ground for Real Life, A Community that Values of Civic Responsibility, A Community that Values the Act of Giving Back, Accessible and Achievable

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    1

    3

    4

    12

    An Overview of Our Branding Approach

    Brand Identity Platforms

    4-5 positioning directions, based on our strategic

    rationales, that can drive a group discussion on the

    most compelling brand identity for Ohio State

    Brand Equity Review

    A broad, execution-agnostic survey of the distinct

    functional and emotional features of The Ohio State

    University

    Final Brand Identity and Personality

    A fully-formed brand identity, determined in

    collaboration with key stakeholders, with associated

    enterprise equity statement, functional/emotional

    benefits, and personality guidelines

    This is a sequential process -- building from an understanding of what makes The Ohio State

    U