Author Archive for Jamie Ceman

Brand Marketing in Higher Education

I’m not going to lie. Marketing higher education can be hard. Universities need to communicate to many audiences in varying ways for varying reasons. Just look at the vision for UW Oshkosh:

“The University of Wisconsin Oshkosh will be a national model as a responsive, progressive, and scholarly public service community known for its accomplished record of engaging people and ideas for common good.”

When developing our brand platform several years ago, we decided it wasn’t doable to translate our mission and vision into a succinct communication platform by creating one brand positioning statement, or a single brand promise. Instead, we created a promise for each of our key constituents. For example, here is the promise we make to our students:

“UW Oshkosh provides a hands-on, collaborative academic experience, promoting discovery in an environment that celebrates inclusive excellence, fuels imagination, and champions critical thinking and opportunity.”

Yet our promise to our community and region reads:

“UW Oshkosh is a regional center for the celebration of knowledge, culture and community that nurtures openness, imagination, diversity and opportunity. We partner with our community constituencies, actively listening to their needs and developing educational opportunities that shape our collective, global future.”

After developing this brand platform, including several other brand promises, the hard part came: living this brand and delivering on these promises.  From the communications standpoint, we now have to demonstrate that we are living the brand and delivering on the promises. We, as brand marketers, don’t create brand guidelines because it’s a necessary evil. Good brand marketers are merely documenting who we know ourselves to be then using our time and resources to show the world who we really are as an institution. I feel the best way to do this is through storytelling. Tell the stories that show we’re making good on our promises.

I’m excited that in early 2014 we’ll be launching a new University Home Page that will focus on these stories. Over the past year a great deal collaboration has taken place across campus to build a system of campuswide storytelling. We call it our Story Champions group. A weekly meeting of dedicated campus storytellers come together to not only exchange the happening of their area but to walk away with a plan to tell the stories. This has created a wealth of content that will soon be displayed on our new home page for the world to see.

Stay tuned… we’ll be asking for your feedback on the new site!

Content Strategy = Telling Stories

Having been a part of the transformation of communications on this campus since 2008, almost from the very beginning, I’m fortunate enough to have been here for many key milestones. While there were many along the way, the most visible milestones, I feel, are:

  • The development and implementation of a unified web presence
  • The development and rollout of a new visual identity system (brand guidelines)
  • The development and rollout of an integrated marketing communications (IMC) strategy, and the infrastructure to support and evolve it
  • The implementation of an integrated marketing strategy to support undergraduate admissions
  • The adoption and full integration of social media as a part of the campus IMC strategy

There has been a lot of work done over the past several years to develop a communication plan and infrastructure to support the mission of this campus, to support faculty and staff in their efforts and the build collaboration around how we execute IMC at UW Oshkosh. Today, we are at the point in our evolution that we can begin to truly fine tune strategy and build our collaboration efforts.

This fall we launched a new content strategy with the goal of creating content, campus-wide, that reflects the excellence and distinctiveness of UW Oshkosh. With a strong infrastructure in place to disseminate content, we can put our focus on telling the stories of our campus. We find the best way to uncover the stories we need to tell is through campus collaboration. With that, we formed a group we call “Story Champions” that meet every Thursday, representatives from areas all across campus, to discuss amazing student stories, faculty, staff, events, research and any other subject people want to share. We decide which stories to tell then decide how to tell them.

meet-uwo-adFrom my perspective, a content strategy begins with the types of content we should create, meaning what stories are we going to tell. From there you can identify the channels to use to get the story out. We have a weekly news show we put on Youtube, a weekly email newsletter that goes to all campus employees, social media, UW Oshkosh Today news site, “Meet UW Oshkosh” profile website, college websites, department websites, the University home page, local media, national media and so many other places to disseminate content. Until you know what the story is, it’s hard to identify where the story will be best told.

The Story Champions are the key to the success of our content strategy. They have the stories worth telling. The Story Champion meetings are open to anyone on campus so please consider attending. They are 30 minutes every Thursday at 10:00 in the IMC office.   

A recap: American Marketing Association Higher Education Symposium

After spending 4 days in New Orleans with schools from all over the world, it seems of value to share some of my main takeaways from the American Marketing Association Higher Education Symposium. The conference brought in almost 1000 attendees from small community colleges to Cardiff University in the UK. I attended sessions by Stanford University, Bentley University, University of Michigan Admissions, Ithica College and more. I was also honored to present at this conference with Alex Hummel on our integrated marketing communications model at UW Oshkosh. We were able to provide great examples of how the success of our communications strategy is reliant on the collaboration across the campus.

The themes that came through were unavoidable:

  • Branding strategies must rely on data. You cannot have a successful brand if the brand strategy isn’t grounded in research and testing. Begin with market research, develop creative options then test them. (And don’t be surprised when your favorite concept is not the winner when tested with your audiences).

 

  • Authenticity is critical. This came through the loudest in sessions relating to student recruitment. We are trying to reach a sophisticated population of consumers that are skeptical of “marketing” and want to hear from real people, real students. This made me smile as I thought about the work our Admissions office is doing with that very concept: http://www.uwosh.edu/admissions/talk-to-uwo-students/

 

  • Listen to your audiences.  If you want to try something new make sure it is something your audiences want before you put resources into doing it. Simple surveys can either validate your ideas or save you time and energy.

 

It was also validating to know that the work we do with branding and integrated marketing communications is part of the national model of how to do it right. Last year I was able to stand on the AMA stage and accept the “Marketer of the Year – Team” award on behalf of our Integrated Marketing and Communications Office, and then this year help decide the new Marketer of the Year winners as a part of the judging committee. As we continue to grow and evolve our strategy here at UW Oshkosh, I couldn’t be happier to be working with an amazing campus community that embraces it.

IMC in Higher Education

At the risk of doing a shameless plug, both Alex Hummel and I will be presenting in November at the American Marketing Association’s national Higher Education Symposium. We are speaking on the topic of integrated marketing communications (IMC) in a higher education environment. It’s an extremely complex topic, and challenging to fit into a 45-minute presentation. Putting this presentation together has moved me to blog because I’ve been able to reflect on the success we’ve seen. I’m so thrilled at how far this campus has come with IMC and how the individuals at UW Oshkosh have embraced it.

When IMC first got off the ground here a great deal of time was spent educating campus on the value of it. The more opportunities I had to discuss it with people the more excited I got about what we as a campus were going to be able to accomplish with it. The initiative quickly moved beyond campus education and now the main focus of IMC at UW Oshkosh is COLLABORATION.

For example, this fall we launched a new concept called “Story Champions” which pulls together those on campus who have a primary communication role on this campus (although anyone is welcome to join us). We meet weekly (Thursdays at 10:00 a.m.) and talk about the individuals and innovations that make this campus great, then outline a schedule to tell these stories. In my humble opinion, this level of collaboration on a campus is unheard of and I couldn’t be happier to be a part of it. IMC on this campus is only successful because of the amazing people here who have embraced it.

I think the Dragon Boat races provide a good analogy for what is needed to truly succeed with IMC. If you’ve ever watched the races or been in a boat you know that it’s not the strongest team that wins. The team that wins is the team that is coordinated and are all paddling together. In Dragon Boating and IMC, when we are all in sync we can move faster and pull ahead of the competition.

Integration.

Integration. Consistency. Common message. Brand Guidelines. Rules. Standard Design Elements. Control! WHY??

The last ten years we have seen an amazing shift in how people obtain information. Communication channels have moved beyond traditional media such as television ads, billboards and brochures. The marketing and communications landscape gets more complex every day with online channels popping up too fast for us to keep up. Who would have thought that when I was being laughed at for getting a Twitter account four years ago that today it would be a mainstream channel for communication? With so many ways for our audiences to get information from us we have a bigger need than ever to be consistent across all channels.

This concept, consistency, is complex in itself when you look at all the ways to communicate. Being in an institution of higher education adds even more complexity.  A university is a very complex organization with many colleges, units, and departments and programs all reaching out to different audiences (or the same audiences in many cases). This makes integration even more critical. This makes consistency even more critical. Every communication that goes out, whether it is in print or online, has an opportunity to either leverage the brand or fragment it. While every area on campus has individual unit goals it is also is a part of the bigger whole – the University of Wisconsin Oshkosh. The University mission and unit goals complement each other therefore making integration easier and more powerful. For example, we have a brand promise for each of our main constituencies.  All of the promises can be found here: http://www.uwosh.edu/imc/brand-guidelines/brand-platform/brand-promise

Our promise to our students

UW Oshkosh provides a hands-on, collaborative academic experience, promoting discovery in an environment that celebrates inclusive excellence, fuels imagination, and champions critical thinking and opportunity.

The Mathematics department could build this messaging into a student recruitment brochure while using a look that is consistent with the University brand guidelines. The brochure would build on the University brand while accomplishing their goal to recruit students. The prospective student will likely see that brochure as well as the Mathematics website, the University website, the Admissions website and any other materials or communications from the Admissions office, all providing a cohesive experience.  In this same scenario, if the brochure did not use consistent messaging and did now follow brand guidelines the prospective student would then feel the fragmentation. Consciously or subconsciously the prospective student will sense the break in consistency, which then impacts the impression they get of UW Oshkosh.

The level of integration we have on this campus has taken over five years to accomplish and continues to grow every day. It’s a commitment and a challenge to maintain but UW Oshkosh has become a model of how to accomplish IMC within Higher Education due to the excellent collaboration and support on this campus.

Being consistent is boring.

I’ll be the first to admit that using the same graphic design for a length of time can get boring. It is so fun to see new and exciting designs for printed pieces and websites. I love to see what creative ways designers come up with to grab attention, get audiences to take action or demonstrate the distinctiveness of a department. The challenge comes when you decide what your identity is going to look like and then sticking with it.

This week we had a Champion Chat on the subject of Design Basics. Sara Mikoulinskii, the IMC Art Director, led a discussion on graphic design best practices. While IMC is available to help anyone that needs design work done, many on campus do need to create printed pieces or web pages but have not had formal training in graphic design. Sara talked through font usage, the need for white space in design, the power of images and messaging working together and the need for consistency.

All too often we hear people asking for new designs or asking if they can change the colors of the logo or wordmark. This provides the opportunity to talk about the importance of a consistent brand. The easiest way to address this subject is to get people to think about the audience they are trying to reach. If you put yourself in the shoes of the prospective student, for example, they do not tire of the same design being sent to them in email, printed pieces or on the website. They do not see UW Oshkosh communications every day the way we do therefore they do not get bored with the design. In fact, the more consistency we have in every communication they receive from us the more likely they will recognize it is from UW Oshkosh and the more likely it is to make an impression. This rule applies to alumni, current students, and members of the community or anyone you are trying to communicate with. This is the fundamental principal of branding.

Consistency builds brand awareness.

It takes strength to stay consistent. It really can get boring. You just need to remind yourself that you are not the target audience and your audience is not bored with the design. If you change it they may not recognize it.

If you missed the Champion Chat this week here is a great resource
Sara provided that gives some basics on design.

If you need help or have questions call the office and we’ll help!  424-2442.

Social Media in an IMC world

A student interviewed me today for his Emerging Media class on the subject of social media in organizations. He asked great questions about how we use social media, how we know it’s effective and if it has replaced traditional communication methods. It gave me a chance to talk about my favorite subject: integrated marketing communications (IMC).

I think many on this campus only know this term as the name of our department. It is so much more. It’s a model of communication this campus adopted and subsequently dubbed our department. This model or practice of communication is essentially looking holistically at all communication methods. Traditionally in organizations, and I worked in a few that operated this way, all communications were not housed in the same department. Public relations professionals were separate from marketing, and web was separate from both and social media didn’t exist. By having all these communication channels operating together we can concentrate on the message and goal of communication then decide on the appropriate channels to get the message out. The practice of IMC has had a tremendous impact on the University and has been instrumental in building our brand.

Questions on social media turn into a discussion of IMC because you can’t look at social media alone. It needs to be a piece of the larger communication whole. I can confidently say that social media is a core tool in our communication strategy and has, without a doubt, broadened our reach, but it has not replaced traditional methods of communication. When a press release is written, for example, it is sent out to campus and the media, published online and also distributed on social media platforms. Our reach is broader because of Twitter and Facebook and complimentary videos placed on YouTube, but there is still a time and place for the press release. We certainly do fewer press releases than we did five years ago, but we have not entirely replaced them with new media.

IMC on the UW Oshkosh campus encompasses online and offline communication for both internal and external audiences. Social media has become a core tool in our organizational communication strategy.

Content first, then tools.

Social media is quite the topic of conversation these days, and rightfully so. There is no other medium that gives you the level of engagement you can get from social media. Because this has become such a phenomenon many on campus are getting started using it. I get a lot of questions such as “Which social media tools should I be using?” and “Do you have a social media strategy template I can use?” These questions provide a great opportunity to talk through the bigger picture.

I generally begin my response to these questions with “Let’s take a step back and discuss what content you have and what your goals are.” It is so important to realize that social media should be a piece of a larger strategy. Before diving into a tool you need to talk through the fundamentals of a marketing or communication plan. Start with your audiences. Who are you trying to reach? What content do they want or need? What is your department trying to accomplish with each audience? What content do you have, or could you have, to reach these audiences?

As you begin thinking through the fundamentals you will get a better picture of the tools that are appropriate to use. For example, if prospective students are an audience you need to reach then consider what would get their attention. Are you a department with interesting research going on with a student involved? If so, you could do a video profile of that student discussing their work. That video could then be posted to your website, posted on a Facebook page, pushed out on Twitter and uploaded to YouTube. Do you see? Once you have an idea of content the tools to use become clearer.

By the way, this is the type of content IMC would love to have too so we can put on the University social media which gives even more exposure to your content. In fact, there are times when it makes more sense to leverage the main University social media versus starting your own. For example, an annual event does not necessarily need its own Facebook page or Twitter account. This is the perfect example of working with IMC to use the main University accounts for promotion. It saves you the time of trying to build a following on your own accounts for something that happens once a year, and the University accounts already have a very large following.

Let us know if you need help!

American Marketing Association Webcast

On January 11, 2012 Alex Hummel and I were honored to present an online webinar for the American Marketing Association. The topic was “University Branding on a Decentralized Campus.” We discussed the integrated marketing communications strategy at UW Oshkosh, how we got and how we’ve come to truly unify our brand and messaging. Having been at UW Oshkosh for the large majority of this process it is really nice to discuss and reflect on how far we’ve come. Our campus has truly become a national model in how to effectively structure communication on a campus with an emphasis on collaboration. Alex and I presented on some of the tools we’ve implemented here such as Brand Review and Champion Chats as examples of how we work together at UW Oshkosh to make the most out of our communications efforts.

The most common question asked by attendees of the webinar was “Did we bring in consultants to implement this strategy.” I’m very proud to answer that question with a NO. The initiative began with a charge in 2005 to a task force on campus, they involved additional campus resources to execute extensive research both internally and externally, and it eventually evolved into an fully operational IMC department that continues to drive this strategy forward. We had, and still have, the expertise on campus to build and support this strategy, and most importantly this campus has the collaborative spirit that became the driving force behind its success.

The entire webinar is available to view here:

https://cc.readytalk.com/cc/playback/Playback.do?id=amciuq

Following the webinar we were given a list from the AMA of over 100 questions and comments from attendees. Questions ranged from finding out how we interact with specific areas of campus such as Admissions to what project management tools do we use to manage our workflow. People were very interesting in our Account Liaison System and Brand Review process, and also asked very detailed questions such as “Can I see your creative brief.” I would say 90% of attendee questions can be answered by looking at the IMC website, which we try to keep as a functional toolbox for campus to get the resources they need. http://www.uwosh.edu/imc

Thanks again to the AMA for inviting us to present on what proved to be a very important topic in the higher education community.

Can I have a logo?

I would say the most common question I get working in IMC is “Can I have a logo?” The answer I give to this question is generally not the answer the person is hoping for. I generally respond with “You already have one, it’s the University’s wordmark.” While I know this can frustrate people I wholeheartedly believe this is the best answer for the department or unit who wants to build their brand.

A brand, or a sub-brand in this case, is not a logo. In fact, a logo is a tiny part of what builds a brand identity. A brand for a unit, department or college is built on messaging. If you can answer the question “Why would somebody want to be affiliated by my department?” or “Why would a student want to be accepted into my program?” you are on your way to building a brand. A brand is what sets you apart from other schools. It’s the words you use to describe yourself, and the stories we tell that demonstrates it. This should be the focus when building an identity.

Once the key messaging has been identified then you can begin to look at visuals that support and enhance the message. Here is where we look at colors or photography that can visually differentiate a department while still leveraging the UW Oshkosh identity. This is so important. UW Oshkosh as a solid reputation that gets better every day. As a member of the UW Oshkosh community you can leverage that reputation to gain the attention of the people you are trying to reach. If a department had a logo of its own it would lose the recognition that goes along with being a part of UW Oshkosh, and therefore be more likely to lose the attention of those they are trying to attract. Let the UW Oshkosh brand get their attention, then wow them with the greatness of the department or college.

IMC can help a department, college or unit build a sub-brand. Let us know if you need help!


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