� 1 WE SEE THE FUTURE IN YOU BRAND JOURNEY
WE SEE THE FUTURE IN YOU - OUR BRAND JOURNEY � 2 ▸ Show you where we started and how we got there ▸ Share our results ▸ Share what we learned along the way ▸ Time for discussion
� 3 WHAT WERE OUR GREATEST BRANDING CHALLENGES? ADVANTAGES?
OUR CHALLENGES � 4 ▸ Awareness was low and we lacked an identity ▸ We had never done a bona fide brand before ▸ We needed to reignite pride on campus ▸ Enrollment needed a shot in the arm
OUR ADVANTAGES � 5 ▸ Inspiring, authentic mission ▸ Proud history, strong impact, innovative programs ▸ Campus-wide commitment to the mission ▸ Alumni and students whose lives were profoundly affected by their Norfolk State experience ▸ Strong leadership with a commitment to branding success
� 6 HOW WE DID IT, AND WHY
BRANDING PROCESS - WHAT, HOW AND WHY � 7 QUANTITATIVE IMPLEMENTATION AND DISCOVERY AND CREATIVE AND MEDIA RESEARCH AND MEASUREMENT QUALITATIVE RESEARCH STRATEGY
BRANDING PROCESS - WHAT, HOW AND WHY � 8 QUANTITATIVE IMPLEMENTATION AND DISCOVERY AND CREATIVE AND MEDIA RESEARCH AND MEASUREMENT QUALITATIVE RESEARCH STRATEGY EMPATHIZE DEFINE IDEATE PROTOTYPE TEST
BROAD AND DEEP DISCOVERY AND RESEARCH PROCESS � 9 ▸ Broad engagement of the campus, alumni and the community ▸ Interviews and focus groups with 300+ people ▸ Coordination with Strategic Planning Process ▸ Quantitative research with 291 students, 200 parents ▸ Learn about awareness, perceptions and decision-factors
KEY FINDINGS AND INSIGHTS � 10 KEY MESSAGES FROM DISCOVERY AND FOCUS GROUPS •NSU professors see your potential and demand the best from you. They enable students to see new possibilities for themselves, and achieve them. • NSU offers high quality degree programs that lead to careers in new and innovative fields as well as longstanding occupations. • NSU provides an environment where students feel comfortable and thrive. It is a community with a “family” feeling of comfort and support, where students form close, personal bonds with faculty and other students.
KEY FINDINGS AND INSIGHTS � 11 KEY MESSAGES FROM DISCOVERY AND FOCUS GROUPS CONFIRMATION FROM SURVEY •NSU professors see your potential and demand the •Faculty committed to best from you. They enable students to see new student success possibilities for themselves, and achieve them. •A variety of academic • NSU offers high quality degree programs that lead programs that prepare to careers in new and innovative fields as well as you for success longstanding occupations. • NSU provides an environment where students feel • A campus where I feel comfortable and thrive. It is a community with a “family” comfortable feeling of comfort and support, where students form close, personal bonds with faculty and other students.
DISTILLED BRAND POSITIONING - THE FOUNDATION FOR THE BRAND � 12 •Norfolk State University has transformed the lives of generations of students and alumni who have gone on to rewarding lives and careers, often exceeding their own expectations. •They credit their success to the opportunities they began to see for themselves, and prepare for, at Norfolk State.
� 13 TAGLINE, LOGO AND CREATIVE CONCEPTS BRAND CREATIVE
NORFOLK STATE UNIVERSITY TAGLINE � 14 ‣ Base on the brand positioning ‣ Express in inspiring, human terms ‣ Speak to all audiences __________________________________ ‣ Started with many iterations ‣ Selected best candidates to test with students, faculty, staff and stakeholders
NORFOLK STATE UNIVERSITY TAGLINE � 15 We see the future in you.
NORFOLK STATE UNIVERSITY TAGLINE � 16 Campus commitment to the mission We see the future in you.
NORFOLK STATE UNIVERSITY TAGLINE � 17 Faculty mentors We see the future in you.
NORFOLK STATE UNIVERSITY TAGLINE � 18 We see the future in you. Preparation for success
NORFOLK STATE UNIVERSITY TAGLINE � 19 We see the future in you. Student achievement
NORFOLK STATE UNIVERSITY TAGLINE � 20 We see the future in you. Alumni pride
NORFOLK STATE UNIVERSITY LOGO � 21 ▸ Current logo was an outdated, athletic-oriented logo ▸ Needed a logo that would: ▸ Establish a clear identity ▸ Reflect a quality image ▸ Express academic quality and innovation ▸ Point to our future
NORFOLK STATE UNIVERSITY LOGO � 22
NORFOLK STATE UNIVERSITY LOGO � 23 Full name to build awareness
NORFOLK STATE UNIVERSITY LOGO � 24 Image that evokes academic quality
NORFOLK STATE UNIVERSITY LOGO � 25 Icon that has become a visible centerpiece of campus
NORFOLK STATE UNIVERSITY LOGO � 26 Distinctive typography; contemporary but classic
NORFOLK STATE UNIVERSITY BRAND IDENTITY � 27
� 28 BRAND CREATIVE CONCEPTS AND RESULTS
TARGETED PRINT � 29
BILLBOARDS � 30
� 31
WEB SITE � 32
MOBILE INTEGRATION WITH WEB � 33
DIGITAL, SOCIAL AND AIRPORT � 34
CAMPUS IMAGERY AND INTEGRATION � 35
BRAND MARKETING RESULTS � 36 ▸ LAUNCH - 2016 vs. PRIOR YEAR ▸ Site traffic up 24.7% ▸ Applications increased by 54.7% ▸ Enrollment increase by 110.7%
BRAND MARKETING RESULTS � 37 ▸ LAUNCH - 2016 vs. PRIOR YEAR ▸ Site traffic up 24.7% ▸ Applications increased by 54.7% ▸ Enrollment increase by 110.7% ▸ 2017 SUSTAINED GAINS YOY ▸ 56% increase in home page views ▸ 98% increase in total page views ▸ 112% increase in time on site
BROAD AND POSITIVE IMPACT � 38 ▸ Enrollment up ▸ Fundraising up ▸ Alumni engagement up ▸ Community visibility up
EXTENDING AND EVOLVING THE BRAND - ALUMNI VIDEO � 39
WHAT WE LEARNED - BEST PRACTICES � 40 ▸ High engagement ▸ Outside perspective ▸ Align strategic plan and brand strategy ▸ Integrate all creative channels ▸ Measure, measure, measure
WHAT WE LEARNED - BRANDING LESSONS � 41 ▸ Tackle all identity elements at once ▸ Manage stakeholder engagement and participation ▸ Prepare for ongoing investment
� 42 QUESTIONS AND FURTHER DISCUSSION -What are your brand challenges? -What are your brand successes?
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