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