Knowing What We Are: The DePaul Brand
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Transcript of Knowing What We Are: The DePaul Brand
Knowing Who We Are: The DePaul Brand
Presentation to HighEdWeb 2011
October 24,2011
Today’s Topics
• Why branding in higher ed is so challenging• DePaul’s process for gaining agreement to a university-wide brand
strategy• Results of our latest research and brand refinement
• Twitter: #MMP2• @debmaue
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DePaul Highlights
• Located in Chicago, IL• Six Campuses• 2,500 FT Employees• Ten Colleges/275 Academic Programs• 140,000 living alumni/100,000 in Chicagoland• Big East Athletics• Budget of $550 Million
Catholic Universities Private Universities
DePaul University 25,145
St. John's University 21,354
Georgetown University 16,871
Loyola University Chicago 15,951
Saint Leo Univesity 15,565
Fordham University 15,158
Boston College 14,015
Saint Louis University 13,875
University of Notre Dame 11,985
Marquette University 11,806
New York University 43,404
University of Southern California 36,896
Brigham Young University 32,982
Boston University 32,727
Northeastern University 29,528
Nova Southeastern University 29,153
Harvard University 27,291
Columbia University 25,221
DePaul University 25,145
George Washington University 25,135
DePaul University is the largest Catholic and the ninth largest private university in the nation.
Why is Branding so Difficult in Higher Ed?
• In most organizations, the brand is the outward expression of the mission– Not so in Catholic higher ed
• Brand is defined by the experience people have had with you– You’re not starting from scratch
• Many audiences who want many different things from their interactions with you– Prospective students– Alumni– Donors– Employers
• Decentralized organizational structure– No clear process for gaining agreement– Little leverage to get colleges, departments, divisions to adopt brand
standards and messaging
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“Principles” of Higher Ed Branding
• It starts with what you are• It’s an on-going, evolving process• It’s more about what you do than what you say• To be effective, your brand must be:
– Distinctive– Ownable– Benefit-oriented
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History
• DePaul started to talk about the concept of branding in 2000 at the start of our last strategic planning process
– Initial work done in three phases
• Graduate/adult, Undergraduate, Advancement
– By 2005, we had common brand architecture, common brand language, and consistent logo
usage
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DePaul’s “Brand Architecture” – pre-2003
Barat LA&SCTI Education Kellstadt Law
SNL OCPE The Theatre SchoolMusic
DePaul’s Brand Architecture – Post-2003
• DePaul now goes to market with the DePaul Dominant structure.– The Theatre School is the only exception to the DePaul dominant structure
KGSB* CTI*DePaul Dominant
DePaul Endorsed
Education LA&S SNL*Law Music
DePaul Shared
Stand-alone
OCPE
Office of Continuing and Professional Education
The Theatre School*
The Theatre School
The Process of Defining the DePaul Brand
• Understand what people think about DePaul and its main competitor schools
– Students
– Alumni
– Faculty/Staff
– Community at large
• Understand the gaps between how we want people to think about DePaul and how they think about us now
• Figure out what we need to do and say to close the gaps
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Project Objectives
• Develop the unified brand language• Refine the individual audience messaging strategies• Develop key messages to support the unified brand strategy
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Project Phases
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• 28 Interviews
• 19 In-depth Interviews• 13 Focus Groups (132
total inputs)• Online Survey• 1,517 completes
• Refined Unified Brand Strategy
• Refreshed Positioning Strategies
• Key Messages
Research Objectives
• To understand:– What characteristic are important to people in determining the
reputation of a university– What characteristics people associate with DePaul and its competitors
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Key Findings From Quantitative Research
What’s Important
• The characteristics that were most important in determining a university’s reputation were:
– Academic reputation and recognition
– Faculty contributions and interactions
– Strong price/value relationship
• Career connections and outcomes, having a current curriculum, and having strong student support services are also very important
• People indicated that prominent alumni, school pride, athletics and religious affiliation were less important to them in determining a university’s reputation
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Key Findings From Quantitative Research (cont.)
What DePaul is Known for
• The characteristics most closely associated with DePaul were:
– Being connected to a world-class city
– Teaching approach
– Having a variety of curricular options
• Diversity in the student body, recognized programs, and providing an education that encourages service are also strong characteristics
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DePaul vs. Key Competitors
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DePaul vs. Key Competitors
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DePaul vs. Key Competitors
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Mapping the Characteristics
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Mapping the Characteristics
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Mapping the Characteristics
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Mapping the Characteristics
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Mapping the Characteristics
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Mapping the Characteristics
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Mapping the Characteristics
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Mapping the Characteristics
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Mapping the Characteristics
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Characteristics Benefit Role
• Academic reputation• Program recognition for excellence• Highly ranked programs• Faculty experts• Grads hired by top employers/grad
schools
Respected Academically Requirement
• Ongoing support for career• Connections to top companies• Alumni in local economy
Career Opportunities Requirement
• Faculty with real-world experience• Teaching focus/small class size• Current curriculum• Wide variety of programs• Flexibility
Prepared for the Real World Strategic Driver
• World-class city• Global issues• Diversity• Balanced education
Multicultural Perspectives Supporting Differentiator
• Education encourages service and social responsibility
• Catholic• Relationships with community
Social Awareness Supporting Differentiator
Benefits Sought from DePaul Audiences
For the university’s primary audiences, DePaul is the university that prepares graduates to work, succeed and contribute in the global community.
Its foundation of respected academics and real-world knowledge, balanced with the urban and multicultural experiences of Chicago and an awareness of social responsibility, is what makes DePaul unique.
• DePaul’s ranked programs and faculty experts contribute to its tradition of respected academics
• DePaul prepares its graduates through a current curriculum that incorporates real-world
knowledge and experiences of Chicago and beyond, faculty focused on teaching, and
individualized attention
• Academics are balanced with an exposure to and an understanding of the global community
through DePaul’s unique combination of its urban environment (Chicago), diverse student body,
and global issues infused in the curriculum
• DePaul builds integrity among students, alumni and employees by fostering a sense of one’s
social responsibility as a member of the global community through its support for service and
foundation of Catholic values
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DePaul Unified Brand Positioning
DePaul Brand Identity
Catholic
Respectful / Caring
World-Class City
Student Focused
Connected
Current
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EXTENDED IDENTITY
Urban educated.World ready.
RespectedAcademics
Real-WorldKnowledge
MulticulturalExperiences
SocialResponsibility
Implementation
• Approved by senior leadership 12/10• Brand presentation kicked off the initial 2018 strategic planning
meeting summit• Brand presentations made to key college and divisional staff and all
front line staff (Admissions, Career Center, Financial Aid, Student Records)
• Re-launched brand resource site• New advertising campaign launched 9/11
• http://bit.ly/DePaulAd
Print ad
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Print ad
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Outdoor – bus shelter ad
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APPENDIX
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Methodology and Quantitative Research Plan
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Methodology 15 minute, online survey to key DePaul audiences; Administered by DePaul’s EMR via Human Capital CorporationGift certificate and I - pad drawing incentives; Survey in field from June 21st – August 7th
Respondent Strategic Weighting
Survey Group Survey Targets
N Response Rate
Completed Strategic Weighting
Sample Source
Under-graduate
30% Prospect freshmanProspect transfersCurrent students (fresh – senior)Parents
100100100
variable
20, 3796,1812957
2957
0.7%2.0%4.8%
5.1%
138126141
151
32%8%
50%
10%
EMAS: Fall 2010EMAS: Fall 2010PeopleSoft
PeopleSoft (from the Quad)
Graduate / Adult
30% ProspectsCurrent students (incl. Law)OCPE (Applicants and Enrolled)
100100
100
7,1961,620
972
1.4%6.7%
7.7%
102108
75
30%60%
10%
EMAS / Law School DbasePeopleSoft
OCPE prospect & enrolled student dbase
Advancement 30% AlumniEmployersCommunity
100variable
100
3,953400
19,995
5.6%12.0%1.1%
22348214
70%20%10%
Advance (grads post 1970)Marketing Strategy sourceeRewards (5 mi radius of LP/Loop)
Faculty / Staff
10% Full time faculty & staff, part-time faculty
100 3.696 5.4% 198 100% PeopleSoft
Total Completes:
100% 900 70,306 2.2% 1517* 100%
A total of 11 different respondent groups were surveyed which represent DePaul’s main audiences and align with previous qualitative research inputs
*Total Completes = 1809 including partially completed surveys
Quantitative Analysis Summary