Branding

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• Branding Integrated Marketing
• Future Is Now Forum
• Annapolis, MD
• By
• George Dehne
• GDA Integrated Services.

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Keys To Branding

• Expectations
• Trust /Accuracy
• Effectiveness
• Creativity

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Audiences

• To Ensure Trust/Accuracy
• Current Students
• Alumni
• Current Graduate Students
• To Ensure Effectiveness
• Inquiring Students
• Parents of Inquiring Students
• To Determine Image
• High School Counselors
• Employers
• Community Leaders

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Counselors Views
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Affinity Analysis

• Prefer university to college
• Prefer private to public
• Prefer under 3500 students to over
• Prefer urban or no preference
• Emphasis on values ethics essential or very
  important
• Good Fits for Client 27
• Poor Fits for Client 63

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Extremely Attractive Description
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Key Audiences Expectations
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The Elevator Speech

• The Client goes well beyond simply preparing
  students for meaningful careers and success in
  graduate studies. The University provides
  graduates with the skills they need to have a
  positive impact on the social, political,
  professional, and moral challenges of
  contemporary society.

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The Elevator Speech

• Clients alumni credit the Universitys
  purposeful liberal arts approach with improving
  their thinking, reasoning, problem solving, and
  written and oral communication skills, as well as
  preparing them for a life of learning and
  rewarding personal lives.

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The Elevator Speech

• Professors with a passion for teaching and
  mentoring touch our students' hearts and spirits
  as well as their minds. Through challenging
  small classes where dynamic discussion takes
  place, the Clients faculty ensures all motivated
  students succeed in an environment of mutual
  respect.

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The Elevator Speech

• Clients urban setting in Big City can greatly
  contribute to a students education by providing
  everything from access to an interesting
  part-time job to world-class cultural events and
  entertainmentall while remaining grounded in a
  real world environment.

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Draft Taglines

• Learn things right. Learn the right things.
• Learn What Matters
• Preparation for Successful Careers and Rewarding
  Lives
• An Education for Impact

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KEYS TO INTEGRATION

• Ensure Contemporary Product
• Environmental Scanning
• SWOT Plus
• Solid Branding
• Know Customer
• Develop Institutional Language (Elevator speech)
• Tagline (if possible)

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KEYS TO INTEGRATION

• Complete Marketing Inventory Matrix
• On-campus Interviews
• Determine desired outcomes
• Determine efficiency
• Determine handicaps
• Determine missed opportunities
• Organizing for Integrated Marketing

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TOOLS FOR INTEGRATED MARKETING

• Service Materials
• Reputational Marketing
• Target Cities
• Visual Identity
• Technological Communications
• Reflected Visibility

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• Thank You
• George Dehne
• GDA Integrated Services