University of Houston Phase III Image Advertising Campaign

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University of HoustonPhase III Image Advertising
Campaign
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Agenda

• Campaign Background/Objective
• Campaign Strategy
• Creative Review
• Phase I
• Phase II
• Accomplishments/Weaknesses
• Evolution Directives
• Phase III Campaign Recommendation

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Campaign Background

• Five-year, 5 million image campaign
• Key Objectives
• Increase awareness of UH among key constituents
• Build a positive image for the UH by focusing on
  key achievements/strengths
• Help UH achieve its vision to become a
  pre-eminent 21st century metropolitan university

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Media Targets
Broad constituency who possess the power to
impact the success of the University of Houston

• Senior Executives
• Community leaders
• HR managers/executives
• UH faculty/staff
• Alumni
• Students

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Communication Prerequisites

• Create common communications language
• Agree to the essentials the essence of the brand
• Create a language for ambassadors to persuade
  outsiders
• Ambassadors faculty, staff, and students
• Outsiders alumni, key decision-makers, local
  and state leaders, and community members
• Make outsiders as aware of UHs strengths as
  insiders

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A Three Phased Campaign Approach
Phase 1
Phase 2
Phase 3
Get Credit for Who You Are
Faculty Programs
Illustrate Your Influence Show how who you
are makes a difference to the larger community
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The Key Is Connecting UH to Houston
Communication Strategy Develop a Bridge that
Makes Education Relevant to the Community
And Emphasizing Their Mutually Beneficial
Relationship
Learning.Leading.
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Selling Strategy
Business Leaders, Power Brokers, and Policy
Makers
Conceptual Target
To Be Known for Making Smart Decisions that
Benefit Houston and the Gulf Coast Region
Core Desire
Offers a Legacy of Prominent Faculty, High
quality Education Programs, and a Proven Track
Record
Role of The Brand
UH Offers the World-Class Resources Necessary to
Stimulate Growth in Houston and in Texas
Compelling Truth
Selling Idea
Creating and Bringing World-Class Knowledge for
Houston and Texas
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CREATIVE REVIEWPhase I and II
Learning.Leading.
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Tracking Research, Background and Objectives

• UH running ad campaign since early 2000
• Measured awareness levels in 2000, 2001, 2002
• Assess differences within target segments
• Review campaign impact on UH image
• Evaluate progress vs. other Texas Universities

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3 Year Tracking Study Highlights

• Top of mind Brand awareness has experienced gains
  among all target groups except community leaders
  which increased in 2001 but slid in 2002
• Total unaided Brand awareness shows gains among
  all target groups
• Both unaided and total advertising awareness show
  gains among all target groups except alumni and
  community leaders which increased in 2001 but
  slid in 2002
• Recall of the Learning.Leading. message nearly
  doubled to 23 since 2001

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3 Year Tracking Study Highlights

• UH Main Campus image is comparable to other top
  Texas
• Universities in the areas of
• Providing quality employees to the Houston
  Business Community
• Contributions to the Houston Community
• Importance to the Houston Economy
• Source of Community Leaders
• Image attributes which focused on quality of
  education, faculty and
• academic programs experienced a drop off after
  a substantial
• increase in 2001
• Among the major Texas Universities UH Brand
  awareness is
• now 1 for most audiences, trailing only
  UT among community
• leaders

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Top of Mind Brand Awareness 2002, 2001, 2000
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Total Unaided Brand AwarenessTexas Universities
2000 vs.
2002
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Total Advertising Awareness2000 - 2003
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UH Image RatingsLife of Campaign Top 3 box
Ratings
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Phase III Campaign Directives

• Maintain strategy but reinvigorate campaign with
  new look/feel
• Continue with core theme of Learning.Leading.
  plus the Cougar icon
• Focus on reinforcing quality of education
  messageUH is a world class university, provides
  stellar education, strong curriculum
• Tighten integration of all communication efforts
  to avoid confusion among all target groups
• Integrate targeted direct mail campaigns to key
  audiences such as community leaders and HR
  managers
• Stay with a broad set of media to meet diverse
  audience needs

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Phase III Strategic Thrust

• At the University of Houston, the extraordinary
  is commonplace
• Extraordinary faculty
• Extraordinary students
• Extraordinary programs
• Proof points
• Outstanding students
• Outstanding faculty

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Recommendation