Office of Communications & MarketingNovember 14, 2014

Our vision:

Enhance the University's reputation as one of the country's leading public research universities and build upon our strong in-state reputation to become the preeminent academic and research institution in South Carolina among all colleges and universities.

Our mission:

Serve as the communications interface between the University and its various publics. Our work helps audiences better navigate through the organization. By creating credible, timely, authentic and confident communications opportunities that foster conversations and inspire engagement, the Office heightens awareness and appreciation of USC’s distinctiveness and value. We are focused on building relationships and advancing USC’s brand and reputation through development of communications strategies that marry fact-based decision making, innovative practices and superior creativity.

In short:

Build, enhance and protect the brand.

Minimum standard of excellence.

Brand Statement

USC is a globally recognized, high-impact research university dedicated to providing a superior student experience. We are committed to developing new models for flexibility, access and affordability. We are a vital part of South Carolina's economic and overall wellbeing, striving to impact the world around us.

We cultivate successful leaders, new generations of bold thinkers and committed problem solvers. We are driven to build healthier, more educated communities, inspiring a better way of life for all.

On brands

• Brand positioning simply refers to the way a brand is “positioned” in the minds of those who perceive it

• The brand essence statement captures the distinctive characteristics of the University of South Carolina

• A frame of reference when producing communications vehicles to ensure that they incorporate and reinforce the USC brand

No Limits campaign

• While the brand is simply the core identity of the university, brand campaigns will deliver that identity to constituents in creative ways.

• Typically last 3 to 5 years—although some go much longer

• Developed in house

• Will launch version 3.0 in the spring with a refreshed look

No Limits seeks to:

• Illustrate the individuality of our students, alumni, faculty and staff in the context of our welcoming university,

• Demonstrate the many ways the University of South Carolina exceeds expectations, realizes goals and pushes boundaries,

• Showcase how even ordinary circumstances can make extraordinary differences in our lives.

How do we do it?

• Owned media: website, @UofSC Today, social media, collateral, anything we control internally

• Earned media: NY Times, Huffington Post, WIS, ColaDaily.com

• Paid media: TV, radio, digital, billboards, print

• Consistent message across owned, earned and paid= integrated marketing campaign (IMC)

New structure

• Brand strategy: digital strategy, creative strategy, content strategy, market research and analytics

• Public relations: media relations, communications managers, promotion

• Writers group: @UofSC, emails, magazines & print

• Presidential communications

• Strategic communications

• Printing services

• Carolina on King

• Creates content

• Creates online experiences

• Orchestrates messaging

• Delivers Insights

Market Research

Content Strategy

Creative Strategy

Digital Strategy

Brand Strategy

Print DesignPhotographyVideography

Logo and Identity

Photography

Ideas for photos?Questions about logos?

bobwertz@sc.edu

Market Research and Paid Media

Effective brands are:

• Authentic, relevant, consistent

• A delivered promise to your customers

• The property of the target audience

Market Research

• Ad copy testing NE and SE states

• Brand platform testing

• Replication of brand perception study

Gap Analysis Baseline

Umbrella

Successful Graduates

Outstanding Faculty

Strength in Research

Academic Excellence

Parents Alumni Staff

Good Citizen of Community Successful Graduates Successful Graduates

Successful Graduates Outstanding Faculty Strength in Research

Academic Excellence Academic Excellence Academic Excellence

Outstanding Faculty

Community Students Faculty

Successful Graduates Strength in Research Outstanding Faculty

Access to Education Successful Graduates Strength in Research

Good Citizen of Community Outstanding Faculty Successful Graduates

Academic Excellence Academic Excellence Academic Excellence

Leadership

USC Attributes – Monitoring and Measuring

Core Attributes Aspirational Attributes

Media Buys

• Target thought leaders and alumni

• Constant monitoring

• Proof points for academic excellence• 47 nationally ranked academic programs (US News)

• Nation’s best honors college

• #1 international business

Media Buys

• In-state• Four metros

• Broadcast, digital, out-of-home, etc.

• National

• Chronical of Higher Education

• IHE

• New York Times

Media Buys

Brand

vs.

Products

"A brand is a living entity –

and it is enriched or undermined

cumulatively over time,

the product of a thousand small gestures."

Michael Eisner, Former CEO, Disney

Presidential Communications

Public Relations

What we do

• Promote interesting research, innovative programs, major announcements, and faculty, staff and student achievement to external media outlets

• Provide university-wide public relations assistance

PR resources

• Media training for faculty and staff

• Event promotion (Guide in Documents Library of Marketing Toolbox)

• Submit story ideas through @UofSCToday

Our Team• Jeff Stensland (7-3686;

stenslan@mailbox.sc.edu)

• Peggy Binette

• Megan Sexton (7-1421; msexton@mailbox.sc.edu)

• April Blake

• Glenn Hare

• John Brunelli

• Frenche Brewer

Our “owned” media

What’s next?

• Evolution of the campaign- more in-state focus on impact, access, affordability to create an environment that welcomes investment in higher education

• A campus communications agency- consistency & efficiency

• Achieve the right balance of owned, earned and paid- focus on brand journalism & communicating directly with constituents

– Examples: marketing services & technologies, creative strategy, marketing videos/commercials

• Increase collaborations and partnerships to help all customer touch points accomplish their goals and be better brand ambassadors

Questions?

Wes Hickman

whickman@mailbox.sc.edu

803-777-0144