the impact of contemporary issues on brand reputation and ... · 1 the impact of contemporary...

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The Impact of Contemporary Issues on Brand Reputation and Enrollment

SWBDA Conference

June 12, 2017

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Objectives

Explore the landscape

Share our experiences and insights

Provide clarity and direction

Seek solutions

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The ChronicleThe Chronicle

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Free Speech

Racial Justice

Gender Equity

Divestment from Fossil Fuels

Campus Carry

Sexual Assault

Immigration

Intersectionality

Issues

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Social Justice Movements

University of Wisconsin

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“We want to see a response, a tangible response, from the

administration that demonstrates to us that they really

understand and appreciate how important an issue this

is to the student body.”

Student Demonstrator

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Activists and Disruptors

University of Missouri-Columbia

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“The alt-right is about identity. Period. End of statement.

That is why we’re dangerous.”

Invited Speaker

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Richard Spencer Milo Yiannopoulos

Charles Murray Ann Coulter

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“When the tenets of free speech are overshadowed by threats

to the safety of our students, faculty and staff, we have a

responsibility to protect our campus and the men and women

who unite our academic community.”

University Administration

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Case Study

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University of Massachusetts

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“It also speaks volumes about our students’ passionate

commitment to social justice and the environment. It is largely

due to their advocacy that that this important issue has

received the attention that it deserves.”

University President

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Social Justice Branding

MissionCore Values

Strategic PrioritiesSocial Justice Integration

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Media Relations

Donor Strategy

Curriculum Development

Personal Branding

The Dean’s Plate

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Platform

Narrative

Promise

Pillars

Positioning

Assessment

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Enrollment Management

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“Nowhere is it written – everyone asserts it – that the fiduciary

duty of trustees is purely to maximize the endowment return.

And we could come up with all kinds of extreme examples of

where it wouldn’t make sense.”

College Trustee

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Rex Whisman

rwhisman@BrandEDus.net

www.BrandEDus.net

303.264.7930

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