the next frontier -- living the brand
DESCRIPTION
Presented by V. Collins of Memorial University of Newfoundland at an AUCC meeting, Ottawa, Feb. 23, 2012TRANSCRIPT
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THE NEXT FRONTIERLiving the Brand
Victoria CollinsExecutive Director
Marketing & Communications
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Inspired by uniqueness
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Inspired by place
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Inspired by heritage
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The Memorial University brand
Memorial University is the natural place for people and ideas to become
Memorial University offers the freedom to explore and experience your ingenuity
• Inventive• Intrepid• Tenacious
• Embracing• Challenging• Proud
BRANDPOSITION
BRAND PROMISE
BRAND CHARACTER
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Ultimate benefits• Enhanced reputation
• More effective student, employee recruitment
• Greater student engagement, pride
• Heightened alumni engagement, support
• Improved employee engagement, productivity/morale
• Continued government support
• Increased support for research
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Key markets
• Prospective students
• Research funders, partners
• Donors
• Employees and current students
• Alumni
• Governments, communities
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STUDENT RECRUITMENT
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become
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View Book 2010 Gold – Best Brochure,2011 CCAE national prix d’excellence
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Recruitment fairs
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RESEARCH
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Research Report2010
Gold – Best institutional Relations Publication,
2011 CASE International Circle of Excellence Awards
Best Annual Report – 2011 Assoc. of Commonwealth Universities Communications
Awards
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COMMUNITY RELATIONS
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18
Grand Gold -- Best Institutional Relations Publication, 2010 CASE International Circle of
Excellence
President’s Report 2009
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Gold – Best Institutional Annual Report, 2011
CCAE national prix d’excellence
President’s Report 2010
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President’s Report 2011
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FUNDRAISING
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Fundraising campaign: Dare To
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STUDENT & EMPLOYEE ENGAGEMENT
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MUNdays 2011
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COMMUNITY SERVICE/ENGAGEMENT
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What we have learned
• Engage leaders in excitement of the brand
• Value of internal creative capacity• Demand will always exceed supply• Take one bite at a time
• Flexible yet firm brand graphic standards
• Partnerships across the institution and with marketing contractors
• Bring the brand into all conversations