ucsd alumni: branding for engagement presentation to association stakeholders march 10, 2010 1
TRANSCRIPT
UCSD Alumni:Branding for Engagement
Presentation to Association Stakeholders
March 10, 2010
1
Agenda
• Objectives and methodology• Research highlights and analysis• Brand platform• Implications for programming• Discussion
2
Project objectives & methodology
3
Project Objectives
To assess current communications and alumni attitudes to develop a brand platform for the UCSD Alumni Association.
The brand platform will include a clear articulation of the following:•WHO we’re for – the target audience•WHAT we do – our core business•WHY we do it – the difference we make•HOW we do it – our brand behavior•WHO we are – our brand personality
4
Work Steps
5
Communications AuditSept/Oct ‘09
• Audit of materials• Workshops with
staff and board
Online Survey of AlumniNov/Dec ‘09
• 55,000 invited to participate by email
• Report on responses of 3,272 alums (6% response rate)
Brand Platform DevelopmentJan/Feb ‘10
• Board interviews (6)
• Analysis of findings
• Brand platform presentation
• Refinement, taglines and “before & after” content
• Staff brand alignment workshop
Interviews Conducted
6
• Neville Billimoria ‘82• John Edson ‘92• Sheldon Engelhorn ‘72• Tony Fiori ‘98• Karen Moraghan ‘81• Ira Rubenstein ‘87
What is a brand?
A brand is a promise – which must be delivered upon consistently with every interaction
•EmotionIt is driven by how you want stakeholders and employees to feelwhen they interact with you.
•DifferentiationYour promise should be different from promises made by competitors, describing a feeling only you give them.
•RelevanceIt should be meaningful to stakeholders, focused on where their greatest needs intersect with your strengths
7
Identity ActionsCommunications
Brand promise is a filter for identity, communication and action
Brand Promise
Brand IdentityName, Logo, Tagline,Visual System
CommunicationsMarketing and P.R.
ActionsBehavior and Operations
Research highlights & analysis
9
24 or under 55 or over
Q1. What is your age?
Online Survey: respondent age
10
25-34 35-44 45-54
Totaln = 3,272
MaleFemale
Q2. And, your gender?
Alumni survey: respondent gender
11
Totaln = 3,272
Alumni survey: respondent geography
Greater San Diego area Other US
Q3. Where do you currently live? 12
Other Southern California
Other California
Note: remaining respondents answered “out-of-country”
Totaln = 3,272
Q4. What type of degree(s) did you receive from UCSD? (Select all that apply)
Undergraduate Doctoral
Alumni survey: respondent degrees
13
Graduate Masters
Note: no other options (post-doctoral, did not complete, or other) scored higher than 2%
Totaln = 3,272
Alumni Survey: student involvement
Extremely involved Not at all involved
Q5. How involved would you say you were in student/campus life while attending UCSD?
14
Very involved Somewhat involved Not very involved
Totaln = 3,271
Alumni survey: alumni identify most strongly with UCSD as a whole
UCSD as a whole The UCSD Alumni Association
Q7. Today, as an alumnus/a, which ONE aspect of UCSD do you most identify with?
15
Your major or department
Your college A particular student orgor extracurricular activity
Note: remainingrespondents answered noneor other
Totaln = 3,272
Findings and analysis
16
Brand insight is found at the intersection of three areas of exploration
17
What is the role of the Association within the
University?
Who are they, and what are they
looking for?
What is it known for, and what does it want
to be?
University
AlumniAssociation
The University
18
What is the role of the Association within the
University?
University
AlumniAssociation
Q6. Overall, when you think back on your time spent at UCSD, how would you describe your experience?
Although alumni perceive their time at UCSD very positively...
Very positive Very negative
19
Somewhat positive Neutral Somewhat negative
Totaln = 3,271
Alumni aren’t giving back to UCSD as much as one would hope
20
“We haven’t done a good job of engaging alumni until recently – we ignored alumni for 30+ years.”
“Our numbers are really horrible in terms of number involved as a percentage of total alumni.”
Board Members
Alumni expect a “quid pro quo” in giving – they’ll give, but they also want to receive
“I received a degree from a great university, but once I left, the only time the school would reach out to me was to ask me for money. There is no tangible return that can be shown to me for sending the school any money.”
“I receive phone calls regarding making contributions to UCSD. I would love to make contributions. I am a lifetime member of the alumni association. But, I would prefer receiving emails regarding career opportunities so that one day I could afford to make a financial contribution.”
“Instead of reaching out to me in a way that would benefit me… UCSD instead only reaches out to me when it is trying to solicit me for money – for its own benefit. Why would I care to support undergrads when I… do not feel support from UCSD?”
“The ‘feel good’ feeling alone from donating is not enough.”Alumni Survey
Representative Open End Responses
21
Creating engagement (and philanthropy) requires creating value
Value Engagement Philanthropy
22
“Making ourselves relevant to alumni is a precondition to anything else. We are a service organization that creates money by adding value. We exist to serve the alumni and provide useful value to them… people give money only after they appreciate what’s being done for them. Raising money shouldn’t be the end; it should be the consequence of doing a great job. ”
Board Interview
And alumni aren’t seeing significant value in the relationship with UCSD today
Extremely valuable Not at all valuable
Q9. Now that you’re an alumnus/a, how much value do you feel UCSD provides you today? (outside of your degree)? Is your relationship with the university… (Select one)
23
Very valuable Somewhat valuable Not very valuable
Totaln = 3,272
28%
72%
The University: Insight
24
UCSD benefits onlywhen alumni benefit
University
AlumniAssociation
University
AlumniAssociation
Alumni
25
Who are they, and what are they
looking for?
Alumni are interested in meeting, learning from, and helping one another
The best thing UCSD could do for you is…
“Get me in touch with professionals in my field so that I can make new contacts and find new career opportunities.”
“Give me the opportunity to meet important people in my industry, both from an academic and corporate perspective.”
“Give me opportunities to reconnect to other alumni; or to meet with students considering UCSD.”
“Find me a man? Help me network in my field?”Alumni Survey
Representative Open End Responses
26
And they are very intellectually curious
“It's important to have a good interesting group of friends and colleagues.”
“[The best thing UCSD could give me is] an oasis to really think about ideas and gain a new perspective and taking those ideas to the ‘real world.’”
“I would like to remain part of the UCSD intellectual community, and I'd like to learn about interesting things being done by UCSD alumni in my area.”
“The most meaningful thing [UCSD could give me] would be the intellectual growth. I don't live in San Diego any longer, but if there were lectures or films or articles that would be interesting and novel, that could be really useful.”
Alumni Survey Representative Open End Responses
27
They see the most significant benefits in networking and intellectual growth
Professional Networking School pride
Q24. How big of a benefit to getting involved with the UCSD Alumni Association would you considereach of the following to be to you personally? Significant benefit, slight benefit or no benefit at all.
28
Intellectual growth Personal networking Improving student life
Totaln = 3,271
Together, they want to keep themselves – and UCSD – on the leading edge
“I have pride when saying I graduated from UCSD, and if the school doesn't stay at the top of the class, then what am I proud of?”
“I was fortunate to have a world class education at UCSD. I can think of nothing more important than to ensure this opportunity for the next generation of Californians.”
“With the professional/personal networking I will be able to grow intellectually to provide feedback in order to improve the UCSD experience for students.”
“I want to be a world class citizen. I want the knowledge and expertise of our world class professors to make life decisions. I want to be constantly updated in what they are doing, in influencing policies, science, health, culture, etc.”
Alumni Survey Representative Open End Responses
29
University
AlumniAssociation
Alumni: Insights
30
Want to keep themselves –
and the University – world class
University
AlumniAssociation
The Association
31
What is it known for, and what does it want
to be?
You are pushing your brand emphasis towards “The Triton Network”
32
And desire to take the Association to a more emotional place
Today• Average• Money• Annoying• Facilitator• Fundraising
5 Years• Remarkable• Family• Opportunities• Imperative• Affinity
Board Interviews
33
In one word, what does UCSD stand for to alumni today? What would you like it to stand for 5 years from now?
But focusing on the Network emphasizes the “what,” not the “so what”
NetworkFocuses on the “thing”
1.any netlike combination of filaments, lines, veins, passages, or the like
2.a system of interrelated buildings, offices, stations, etc., esp. over a large area or throughout a country, territory, region, etc.
3.an association of individuals having a common interest, formed to provide mutual assistance, helpful information, or the like: a network of recent college graduates.
34
There’s an opportunity to elevate the concept of Network to an emotional plane
NetworkFocuses on the “thing”
1.any netlike combination of filaments, lines, veins, passages, or the like
2.a system of interrelated buildings, offices, stations, etc., esp. over a large area or throughout a country, territory, region, etc.
3.an association of individuals having a common interest, formed to provide mutual assistance, helpful information, or the like: a network of recent college graduates.
AffinityFocuses on the “feeling”
1.a natural liking for or attraction to a person, thing, idea, etc.
2.a person, thing, idea, etc., for which such a natural liking or attraction is felt.
3.relationship by marriage or by ties other than those of blood
4.inherent likeness or agreement; close resemblance or connection.
35
Your true power lies not in creating a Network – it lies in creating Affinity
“In times like this when everybody feels uncertain about the future, there’s a greater desire for fellowship with like-minded people. You need that social contact more, and we have a natural one that we can offer people. We can get people involved and make them part of the family and make them feel not quite so alone.”
“We should be able to track people as they graduate and narrowly tailor messages and resources to people with specific backgrounds and needs, and connect them. [We should be] a facilitator of affinity groups that would arise in many different contexts of graduating. People will affiliate with things that are relevant and meaningful to them.”
“[We need to] create a personal touch with Alumni... Whether it’s through existing organizations, or through development or coming up with new creative ways to touch alumni and engage them.”
– Board Interviews
36
University
AlumniAssociation
The Association: Insight
37
It’s about more than building the Network –
it’s about fostering Affinity
In Summary
38
It’s about more than building the Network –
it’s about fostering Affinity
Want to keep themselves –
and the University – world class
UCSD benefits onlywhen alumni benefit
University
AlumniAssociation
Brand Platform
39
Alumni
Defining the Positioning Territory
40
Nirvana
Expectation
AspirationTruthAlumniAssociation
Positioning Territory
Positioning Territory
Alumni
Defining the Positioning Territory
41
Nirvana
Expectation
AspirationTruthAlumniAssociation Build the
Network
FosterAffinity
Supportthe School
Remain “World Class”
The UCSD Alumni Brand Platform
42
So you – and UCSD – always remain world classWHY
we do it
All UCSD Alumni who want to remain on the forefrontof professional, intellectual and personal pursuits
WHOwe’re for
Foster affinity among alumni themselves, between alumniand the university, and between the university and the world
WHATwe do
The UCSD Alumni brand promise
The UCSD Alumni Association helps alumni remain on the forefront of their professional, intellectual and personal pursuits. By helping alumni build meaningful and valuable relationships, we foster a deeper affinity among our alumni, between alumni and the university, and between the university and the world. Our programs, events and communications are designed to ensure that you – and UCSD – always remain world class.
43
Implications for programming
44
Alumni are most interested in professional and intellectual development programs
56%51% 51% 49% 47%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Professionallectures
Local community
Q31. What FIVE of the following types of UCSD Alumni Association programming events or activitieswould you be most interested in? (Select only 5)
45
Networking /mixers
Academic lectures
Arts and culture
Totaln = 3,272
Note: no otheractivity scoredover 28%
28% 28%24%
20% 19% 19%12%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
… And less interested in family, outdoor and campus events
Online On campus
Q31. What FIVE of the following types of UCSD Alumni Association programming events or activitieswould you be most interested in? (Select only 5)
46
Outdoor San Diego
Traveling Kid-friendly Pop-culture trends
Totaln = 3,272
Sportsevents
They don’t plan to participate heavily, but would welcome once a quarter or so
Q32. How frequently do you plan to participate in any UCSD Alumni Association program(s) next year?
1% 4%
17%
43%34%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
47
Once or moreper week
N/A - don’t plan to participate
Once a month Once every few months
Once or twice a year
Totaln = 3,272
They strongly prefer communication by email
Q34. How do/would you want to be communicated with by the UCSD Alumni Association?
84%
31% 30%25% 24%
13%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
48
Email UCSD WebsiteMail (magazinesand mailers)
Online newsletter
Facebook LinkedIn
Note: no other mentions > 3%
Totaln = 3,272
And would prefer a LOT less of it than they are currently getting
Q35. Approximately how often do / would you expect to hear from the UCSD Alumni Association? Select the highest level of communication you feel is appropriate.
2%9%
36%
24%19%
7%3%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
49
Once a week Couple of timesper year
Couple timesper month
Once a month About 4 timesper year
Once a year Not at all
Totaln = 3,272
