the changing nature of brand experience in higher education

The Changing Nature of Brand Experience in

Higher Education

Thursday, March 14, 13

Joel PattisonDirector of Web Communications

McIntire School of Commerce

University of Virginia

@jwpattison


Associate Director of Creative Services

William & Mary


Is a university like an airline?


Today’s Topic:

The evolution of brand experience in higher education.

Step 1: Definitions


“A brand is a person’s gut feeling about a product, service or company...

...brand is defined by individuals, not by companies, markets, or the so-called general public.”

-Marty Neumeier, The Brand Gap

brand/brand/


Brand is what they say it is, not what we say it is.


Desired perceptions about brand

Actual perceptions about brand

• Visual Identity

• Logos

• Photos, videos

• Language

• Brand experiences

(Strategy)(Execution)

(Results)


All the interactions people have with an organization, product, service (or institution of higher education!)

brand experience/brand/ /ex·pe·ri·ence /




• Visual Identity

• Logos

• Photos, videos

• Writing/copy


Brand Promise

PromiseFulfilled


Brand experiences should fulfill the brand promise.


A New American is Arriving

• Time to become better versions of ourselves

• Greater than expected, more than you hoped for

• Not just a bigger airline, something so much greater

This commercial's promise: A revolutionary new airline that exceeds our expectations in every way


The reality of our (brand) experience:


≠

Message ≠ Experience




• Visual Identity

• Logos

• Photos, videos

• Writing/copy


(Strategy)(Execution)

(Results)


zeroThursday, March 14, 13

If actual experiences don’t align with strategy, you will

never be a strong brand.


Higher education experiences that shape

brand perceptions


What experiences shape the perception of higher-ed

brands?


Growth in Internet Traffic

0!

5000!

10000!

15000!

20000!

25000!

30000!

2000! 2001! 2002! 2003! 2004! 2005! 2006! 2007! 2008! 2009! 2010! 2011!

IP Traffic!(PB/month)!

http://en.wikipedia.org/wiki/Internet_traffic




Minutes per day spent on the internet

http://www.emarketer.com/Article/Consumers-Spend-More-Time-with-Mobile-Online-Growth-Slows/1009431

0"

50"

100"

150"

200"

250"

300"

2009" 2010" 2011" 2012"




“Over the past several years we have seen double-digit increases in international students, especially those from China.”

-Greg Roberts, Dean of Admission, UVAThe Daily Beast “10 College Admissions Trends”


That’s great.

Except our digital experiences aren’t consistent - and they don’t always

keep the brand promise.


*The following illustrations are fictitious

to protect the innocent(and the guilty)


But…we’ve been getting away with it!


0!

5000!

10000!

15000!

20000!

25000!

30000!

2000! 2001! 2002! 2003! 2004! 2005! 2006! 2007! 2008! 2009! 2010! 2011!

IP Traffic!(PB/month)!

“Over the past several years we have seen double-digit increases in international students, especially those from China.”

-Greg Roberts, Dean of Admission, UVAThe Daily Beast “10 College Admissions Trends”

0"

50"

100"

150"

200"

250"

300"

2009" 2010" 2011" 2012"


3 miles from my house


We can’t rely on traditional interactions to overpower

digital experiences forever.


≠

≠


Solutions?

My Case1) Brand is important to higher education institutions

2) Brand experiences shape people’s perceptions

3) Traditional higher-ed experiences are positive

4) More of our experiences are becoming digital

5) Our digital experiences are inconsistent


“The entire institution needs to live the brand.”

- Roger Dooley Founder, College Confidential Forbes.com


Communications/Marketing

Student Affairs Development

Admissions

Get out of our silos (at least occasionally)


Apply existing elements


Remember: there’s a precedent!


Think long-termThursday, March 14, 13