SHAPING THE BRAND:SHAPING THE BRAND:

COLUMBUS STATE COLUMBUS STATE UNIVERSITYUNIVERSITY

Branding Partner--Branding Partner--Cavelle Consulting GroupCavelle Consulting Group

Bob Harty, President– Started last year with a charge to:

Evaluate the University’s perception in the minds of its key stakeholders; Align communications strategy with University’s strategic plan; Unveil the university’s brand; Develop a long-term marketing plan; Conduct a communications audit of CSU outreach materials; Provide consultation on the development of a PR office strategic plan; Provide strategic and tactical counsel for marketing, student recruitment and branding issues.

Market ResearchMarket ResearchProcessProcess

25-30 interviews with key audiences25-30 interviews with key audiencesFocus Groups with two classes of freshmen (~45 Focus Groups with two classes of freshmen (~45 total)total)Resulted in much larger sample size than originally Resulted in much larger sample size than originally plannedplannedAnalysis of all communications, publications and Analysis of all communications, publications and Web siteWeb siteCross-reference with survey results from 2008 Cross-reference with survey results from 2008 strategic planning process (2,500 participants)strategic planning process (2,500 participants)

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The Importance of BrandThe Importance of BrandCompetitive differentiationCompetitive differentiation– Student & faculty recruitmentStudent & faculty recruitment– Private and public fundingPrivate and public funding

What it isWhat it is– synonymous with your reputation;synonymous with your reputation;– your major differentiator in the competitive marketplace; and your major differentiator in the competitive marketplace; and – tells people who/what you are and why they should care tells people who/what you are and why they should care

What damages itWhat damages it– trying to be all things to all people;trying to be all things to all people;– promises ≠ reality;promises ≠ reality;– lack of presence among key audiences; lack of presence among key audiences; – lack of consistency in content and presentation; and lack of consistency in content and presentation; and – a profusion of sub-brands without strategic import a profusion of sub-brands without strategic import

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The Foundation  Reason for existence, aspirations for future

The Icons Symbols experienced by the 5 senses; iconic to brand

The Features Relevant, tangible, verifiable characteristics

The Benefits The positive “end result” produced by the brand

The Reward How the brand makes users “feel”

The Value Principles, ideals

Sum of the brand’sbehavioral, emotional traits

ThePersonality

Columbus State University’s Columbus State University’s brandbrand

Brand attributes (those elements that may not be specifically mentioned in the summary statement, but are very much a part of our brand)

Academic Excellence/QualityGrowth-oriented/on the moveSuccess-orientedDiversityEngagementPartnership/community

Columbus State University’s Columbus State University’s brandbrand

Brand summary statement (the sentence that summarizes what makes us special and guides our marketing efforts)

Columbus State University provides a creative, deeply personal and relevant college experience.

Columbus State University’s Columbus State University’s brandbrand

Suggested ‘elevator speech’With nationally distinctive programs in the arts, education, business, nursing – and more – Columbus State University provides a creative, deeply personal and relevant college experience for students interested in realizing their full potential. Serving the Southeast, while attracting students from around the world, Columbus State University delivers academic and civic excellence for students who want to achieve personal and professional success in an increasingly global environment.

Columbus State University’s Columbus State University’s brandbrand

Marketing/advertising ideas for future:– Continue name recognition efforts, especially

outside of the Columbus region– Reinforce “deeply personal” and “relevant”– Reinforce quality/academic distinction– Illustrate personal involvement in both

narrative, video an photography– Attempt to capture “magical teaching

moments” throughout the University

Columbus State University’s Columbus State University’s brand:brand:

Taglines– Continue the “It’s your life….” theme, where

appropriate.– Discontinue “It’s your classroom” element in

favor of personal experiences.– Suggest not adopting a university-wide label

or tag line, pending work of the “special designation” faculty committee.

Building the CSU BrandBuilding the CSU Brand

 With nationally distinctive programs in the

arts, education, business, nursing – and more –

Columbus State University provides a creative,

deeply personal and relevant college experience.

Serving the Southeast, but attracting students from around the world, Columbus

State delivers academic excellence for students who want to realize their full

potential and find a meaningful career path.

The Foundation

Building the CSU BrandBuilding the CSU Brand

• The Clock Tower

•Cougar

•“Degrees of Success”

•“It’s your world. It’s your life. Take part in it.”

The Icons

Building the CSU BrandBuilding the CSU Brand

•High-quality education•Personal, relevant educational

experience•Creative epicenter

•Diverse environment•Charming community with

metropolitan attributes

The Features

Building the CSU BrandBuilding the CSU Brand

•Quality education, close to home•Interaction with professors

•Many ways to get involved on a high-level (NCAA sports, international

study, Servant Leadership, undergraduate research)

•Strong career prep / Fortune 500 internships

•Immersion in a creative, dynamic community

The Benefits

Building the CSU BrandBuilding the CSU Brand

•Pride•Belonging (close to friends, family)

•Unique (not an ‘educational corporation’)

•Accomplishment (many 1st-gen students)

•Independence (dorms, downtown living)

•Relevance

The Reward

Building the CSU BrandBuilding the CSU Brand

• High ethical values

•Strong creative environment

•High aspirations

•Strong student focus

The Value

Building the CSU BrandBuilding the CSU Brand

•Career preparation, enhancement•Personal attention in diverse environment

•Creative, aspirational culture•Community cohesiveness; metropolitan

benefits•Strong, passionate leadership; university

on the rise

The Personality

Columbus State University provides a creative, deeply personal and relevant college experience.

The CSU BrandThe CSU Brand

Next stepsNext steps– Finalize brand positioningFinalize brand positioning– Adopt new logosAdopt new logos– Incorporate new logos, URL and brand Incorporate new logos, URL and brand

message into all new outreach materialsmessage into all new outreach materials– Create supporting content that assists entire Create supporting content that assists entire

university incorporate the revised CSU brand university incorporate the revised CSU brand into all University outreach.into all University outreach.

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