Brand Divide: Bridging the Gap Between Faculty and Marketing

23. January, 2016|Blog|Comments Off on Brand Divide: Bridging the Gap Between Faculty and Marketing

Historically, universities have been “a house divided” when the topics of marketing and branding are discussed.

This challenge became highly visible last week when the University of Oregon’s president, after a strong reaction by the faculty, canceled the remainder of a $20 million contract to market the university. The initial Nike-esque ad based on the theme “If” was called “too generic” and “inane and insulting” by faculty leaders, but others praised the fast-paced, enrollment-focused video.

In canceling the contract, university administrators said the same marketing work could be easily handled in-house if they could just overcome silos and share resources. Faculty leaders were thrilled with the decision because they said the university’s leaders could now focus on “addressing the university’s real problems.”

This delicate, politically charged situation highlights some key issues universities must address to successfully engage the entire campus – including the faculty – in building a stronger brand and marketing the campus effectively.

Start with the brand. Every institution has a brand – good or bad, strong or weak. Think Harvard… University of Texas… Florida State… Notre Dame… UC-Berkeley. Each school brings to mind a different set of images, words and feelings – or perhaps, none at all. The brand can be damaged by scandal, built up by success – and strengthened over time.

But first of all, it must be understood across the institution. Ask the board, donors, faculty, staff, alumni, students and the community, “What are we known for? How do people see us? Why do they feel that way?”

An institution’s brand impacts everything, from the ability to garner research funding and philanthropic contributions to student enrollment, awards and honors, and faculty recruiting. This grounding in the reality of the current brand can help everyone gain a sense of urgency about working together to strengthen it.

Engage thought leaders and influencers. A university’s marketing efforts will ultimately fail if handled by the marketing team alone. Invite two or three influential, engaging faculty members to join a cross-functional marketing team that includes reps from athletics, the campus store, alumni relations, special centers, etc. This group becomes the sounding board, the advisors and the advocates for the brand and for marketing. Select team members based on their ability to collaborate, connect, listen and contribute rather than for their official titles.

Explain the realities. Faculty members are often distant from the operational realities of running a university or trying to recruit students. Transparently discussing how much marketing impacts the number of students who show up for classes or the impact of marketing on donations can help faculty connect the dots – and help them feel more positive (in those agonizing budget meetings) about voting to increase marketing support over adding technology or other important items on their own departmental wish list.

Invest in programmatic distinctives. A brand is strengthened when a university becomes known for a few things it does well, and a rising tide lifts all ships. Engage faculty to determine which programs offer distinctive quality, and invest in making good programs great. Build the brand from the inside out – then invest time, energy and resources to ensure prospective students, donors and the community know about these distinguished programs.

Build an integrated marketing strategy. An exceptional marketing campaign fires on all cylinders at once. Bring brand messaging to life through distinctive programs, faculty engagement, consistent communication, events, guest speakers, campus signage, alumni networks, social media, websites, publications…. Effective marketing requires investment of financial resources, but perhaps more importantly, it requires a coordinated, disciplined program that builds on the real strengths of the institution.

Share success stories. When marketing works well – and it results in a bump in reputation rankings, a large donation or a boost in enrollment for a particular program – share that good news far and wide on the campus. These success stories (preferably shared by happy faculty members) can go a long way toward maintaining institutional support for campus marketing efforts.

Next week: University branding part 2 – Building an integrated marketing program

Job Opening: Strategic Writer/Public Relations-Marketing Specialist

2. January, 2016|Blog|Comments Off on Job Opening: Strategic Writer/Public Relations-Marketing Specialist

Our Houston-based strategic communication, planning and management consulting firm is seeking an exceptional strategic writer/public relations-marketing specialist to join our dynamic team. This position is salaried. Start date is Feb. 1, 2016, or as soon as an appropriate candidate is found. To apply, email a cover letter, resume, link to an online portfolio and/or examples of work and references with contact information to: Ric Morris, Partner/Chief Operating Officer, ric@gideonstone.com.

JOB DESCRIPTION: The ideal candidate for the strategic writer/public relations-marketing specialist role is a thinker and a doer who can craft crisp language that moves people to action; who can thoughtfully and persistently pitch a story to reporters; who can convert strategic concepts into communication plans and key messages; and who can develop and implement PR/marketing plans that effectively include traditional media, social media and broader internal/external communication.

The strategic writer/PR-marketing specialist will join a team that’s passionate about using language strategically to help organizations and businesses achieve results, solve problems and gain visibility.

The role requires extraordinarily strong writing skills; strong verbal skills; a bachelor’s degree in journalism, public relations, marketing, English or other relevant field; a strong desire to learn; a warm personality; self-motivation; organizational skills; strong computer skills and familiarity with various social media platforms; detail and task orientation; mature judgment; high work ethic; ability to handle a fast-paced, rapidly changing work environment and flex scheduling; and a collaborative, servant-hearted nature. Master’s degree, basic design experience and/or web publishing experience – nice to have but not required.

Responsibilities include:

• Write, edit, and distribute press releases, blog posts and social posts
• Research and craft high-level thought-leadership pieces including white papers and positioning papers
• Research and craft fundraising case statements, proposals and letters
• Rapidly research topics and condense findings into useful insights
• Develop creative storylines/pitches for various clients
• Write/update website content using content management system
• Develop and implement PR/marketing plans
• Craft marketing/advertising copy
• Proofread/edit copy of all types to ensure consistent voice, style, correct grammar, etc.
• Track social media and traditional media results and create summary reports
• Manage complex projects, often with overlapping deadlines
• Write executive communication, including sensitive correspondence
• Other duties as assigned

Why Do Strategic Planning?

1. March, 2014|Blog, Featured Blog Post|Comments Off on Why Do Strategic Planning?

With the world changing so fast, many smart leaders can’t imagine why they should make plans beyond a few weeks or perhaps a few months. How could you possibly know what the world will look like three years down the road?

Here are five reasons to plan – even if following a plan is not your forte. Read more

University Marketing Strategy: 8 Steps to Improve Your Rankings

25. February, 2014|Blog, Featured Blog Post|Comments Off on University Marketing Strategy: 8 Steps to Improve Your Rankings

As a university marketing director, one of my tasks was to receive the embargoed email giving us advance notice about our national rankings each fall.

Everyone wanted to know: Are we still in the top quartile? Did our peer ranking go up? Down? Did anything surprising happen with our peers?

Read more

UST’s impact report earns two AMA-Houston Crystal Awards

24. May, 2013|Blog|Comments Off on UST’s impact report earns two AMA-Houston Crystal Awards

During the 2013 American Marketing Association-Houston Crystal Awards ceremony May 23, the University of St. Thomas impact report produced by GideonStone, LLC, in partnership with world-class design firm Goldengraphix, took top honors in the Publication Cover Design and Annual Report-Nonprofit categories.

Read more

The Risk of Being Generic

11. April, 2013|Blog, Featured Blog Post|Comments Off on The Risk of Being Generic

Despite the past few year’s tough economic challenges, my friend’s unique home painting business is booming. Read more

Reflections on a Successful Visioning Process

15. February, 2013|Blog, Featured Blog Post|Comments Off on Reflections on a Successful Visioning Process

A few months ago, I stood in front of a room with a dozen administrators, board members and donors, all eager to review the mission of their school and “come up with a vision.” Read more

What is the Picture in Their Minds?

18. January, 2013|Blog|Comments Off on What is the Picture in Their Minds?

Thinking a lot about brands and reputations this past weekend – building them and keeping them. Read more

Clear Communication Means Achieving Your Goal

5. January, 2013|Blog|Comments Off on Clear Communication Means Achieving Your Goal

Clear, concise communication has become as vital as air and as rare as great service at a fast-food drive-through. We are overwhelmed by words, pushed at us so insistently, and often with our permission. And yet, we keep seeking more.

We want to know more and understand more. We want maps and photos and bios and video and quotable quotes. We want instant coverage, and we give instant feedback. We expect that news we read a decade ago can be found with a simple search. Read more