Campaign Branding presentation by Emma Edmunds and Michael Jones of the University of Virginia at the CASE Campaign Communications Conference in San Francisco, May 21, 2008

1. Campaign
1 Communications
More than a Slogan
Build a strong brand for your
campaign by doing your homework
Emma Edmunds, Michael Jones
University of Virginia
San Francisco, May 21, 2008
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2. Campaign
2 Introduction Communications
A brand lives in your head.
It’s the promise linking your
product or service to the
consumer.
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3. Campaign
3 Strong Brands Communications
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4. Campaign
4 Strong Brands Communications
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5. Campaign
5 Strong Brands Communications
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6. Campaign
6 Strong Brands Communications
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7. Campaign
7 Future Brand? Communications
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8. Campaign
8 Strongest Brand Communications
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9. Campaign
9 Brand Primer Communications
Identity
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10. Campaign
10 Brand Primer Communications
Image
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11. Campaign
11 Brand Primer Communications
Brand
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12. Campaign
12 Brand Primer Communications
Does your
institution
have a strong
brand?
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13. Campaign
13 Brand Primer Communications
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14. Campaign
14 Brand Primer Communications
Does your
campaign
have a strong
brand?
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15. Campaign
15 Brand Primer Communications
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16. Campaign
16 Elevator Speech Communications
What is your
institution’s
brand?
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17. Campaign
17 Elevator Speech Communications
Mr. Jefferson’s
University
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18. Campaign
18 Elevator Speech Communications
What is your
campaign’s
brand?
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19. Campaign
19 Elevator Speech Communications
“Thomas Jefferson’s vision of a
global university in our own
time.”
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20. Campaign
20 Elevator Speech Communications
The best institutional and
campaign
brands are interchangeable
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21. Campaign
21 Institutional, Campaign Brands Communications
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22. Campaign
22 Institutional, Campaign Brands Communications
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23. Campaign
23 Institutional, Campaign Brands Communications
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24. Campaign
24 Institutional, Campaign Brands Communications
Thomas Jefferson
distinguishes the
University from other
institutions of higher
learning. Arguably,
Jefferson is our brand.
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25. Campaign
25 Institutional, Campaign Brands Communications
Planning for our $3
billion campaign started
almost as soon as the $1
billion campaign
concluded in 2000.
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26. Campaign
26 Institutional, Campaign Brands Communications
How would we take the 19th century man, his
writings, the place he designed and employ
him as symbol of who we are and what we
aspire to be? How does the University use the
brand to create entity that reaches emotions,
people want to identify with?
Images?
Words?
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27. Campaign
27 What’s in Place? Communications
• Assumptions
• Situational Analysis
• Institutional Strategic Plan
• Communications/Marketing Plan
• Campaign Plan
• Campaign Case (not the book)
• Campaign Communications Plan/
Strategy
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28. Campaign
28 Ask Questions Communications
• Why this campaign?
• Why now?
“The purpose of this campaign is to create
a privately financed public university with
the means t chart its own course toward
global excellence.”
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29. Campaign
29 Develop Your Brand Communications
quot;...the important truths, that knowledge is power, that
knowledge is safety, and that knowledge is happiness.quot; –
Thomas Jefferson
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30. Campaign
30 Develop Your Brand Communications
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31. Campaign
31 Brand Champion Communications
John T. Casteen III
With increasing competition from foreign
nations, the fortunes of our country
depend more than ever on our ability to
generate capable leaders.
Students must leave the U well-prepared
for effective engagement in public life —
in their jobs, in their communities, and
in this global society.
Provide the most powerful and
rewarding student experience on any
American campus
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32. Campaign
32 Brand Champion Communications
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33. Campaign
Communications
Follow the Leader
No founding father
to fall back on?
How do you go about branding
your campaign?
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34. Campaign
34 Follow the Leader Communications
Our key messages are aligned—
stressing ties to the City, to the World,
and to Discovery, as well as a
commitment to undergraduate
education.
It’s an umbrella people are happy to
step under instead of a BIG IDEA we’re
trying to sell.
Jerry Kisslinger, Columbia University
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35. Campaign
35 Follow the Leader Communications
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36. Campaign
36 Follow the Leader Communications
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37. Campaign
37 Follow the Leader Communications
Boldly Brown: research was conducted on brand.
Boldly Brown fits with identity of university, and
defines where Brown wants to go. Incorporated into
graphics, images, text, testimonials. Feels specific,
integrated. Quotes from students, faculty, confirm,
give it authenticity.
“Going off the beaten track is not just allowed at
Brown. It is celebrated.”
“Brown is less traditional, less bureaucratic, with
fewer people who say ‘no.” than most institutions. If
you have a good idea, nobody stops you.”
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38. Campaign
38 Follow the Leader Communications
Boldly Brown illustrates how an
institutional brand and its campaign
brand work together. Boldly Brown: Plan
for Academic Enrichment is “articulation
of direction and priorities over the next
decade.”
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39. Campaign
39 Follow the Leader Communications
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40. Campaign
40 Follow the Leader Communications
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41. Campaign
41 Do Your Homework Communications
Research
• Existing Research
• Communications Inventory
• Primary Research
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42. Campaign
42 Do Your Homework Communications
• Go it alone…in house research
• Outsource
• A little of both
• Test, test, test
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43. Campaign
Communications
Test, Test, Test
“When Thomas Jefferson created the University of
Virginia, he envisioned a great public institution
of international scope and character—in his
words, the “bulwark of the human mind in this
hemisphere.” More than at any time in its history,
the University is within reach of this global
excellence, but it will only be achieved with
generous funding from private sources.”
“Like Jefferson, we understand that the greatest
hope for our future power, prosperity, and
happiness lies in the eradication of ignorance and
in the cultivation of the human mind—and in our
ability to harness the transformative power of
knowledge to serve the public good.”
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44. Campaign
44 Test, Test, Test Communications
Case Reviews: At U.Va. we held case reviews throughout the United
States as ell as online. These were luncheons and receptions. Case
sent in advance. President spoke, then asked for comments on the
case.
Case reviews provide not simply ideas, but ways to engage alumni,
to hear their views, and to make them part of the process.
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45. Campaign
45 Instilling the Brand Communications
Staying on Message
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Communications
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Communications
Instilling the Brand
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Instilling the Brand
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