Transcript Brand Marketing

Marketing and University Relations
Integrating Emory’s Brand with School & Unit Strategies
November 2006
Marketing and Emory Revenue Stream
Financial Stream
Marketing Impact
Endowment Income & Gifts
Awareness and reputation--Emory
for the public good, its impact.
Increase gifts and engagement by
donors and alumni
Indirect Cost Recovery (research
grants)
Awareness and reputation--Emory’s
impact on society through research
and learning. Strengthening faculty
Technology Transfer (patents)
Awareness and reputation-increase investment in
commercializing Emory research
tradeshow displays and event
support
Tuition & Fees--generates more
than half of Emory’s Unrestricted
Operating Budget
Awareness and reputation--Emory
as a destination education.Increase
quality of student body due.
Influenced by Brand Awareness and Brand Perception
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Overview--Marketing’s Two Masters
•
Marketing’s two masters:
> Brand: Emory’s Brand
> “Product:” Schools & Units
•
Brand = Emory University and Use Your Gift
> Audiences: Staff, alumni, donors, faculty, students, general public
> Leverage awareness and reputation
> Consistent messaging across audiences, media, and tactics
•
Product = Emory education & experience
Perspectives: Admission, College, Campaign, Human Resources, etc.
> The specifics that make Emory unique
> The specifics that make each major, club, experience unique
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Marketing and University Relations Objectives
• Increase aided awareness of Emory nationally and among key groups
• Demonstrate Emory’s distinct characteristics and experiences to enhance
reputation
• Increase affinity and funding, making Emory a destination university
• Align and unify the expressions of Emory’s identity so we all talk about
Emory in a clear, consistent and compelling manner to all audiences
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Our Challenge
• Showcase both Emory and the particular school/unit
• Integrate university brand with school/unit positioning
> Determine message priority
• Align the marketing objectives of Emory with those of particular
school/unit
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Summary
•
Serving two masters is possible--the goals of the brand and of the
school/units are intertwined
•
Keep department’s goals in mind and creating a unified positioning for
Emory with Use Your Gift--understand each others goals and needs
•
Negotiate and compromise--challenge when appropriate (from both
directions)
•
Find a “win-win” position for all parties
•
Will lead to creation of effective strategies, unified messaging and
mutual support by Emory for the school and the school for Emory so
awareness and reputation increase and Emory achieves its vision
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