Slide 1: Building the Missouri S&T brand
Andrew Careaga Missouri S&T Communications Chancellor’s Council, May 6, 2009
Slide 2: What is this thing called
BRANDING?
what is a brand? why is branding important?
what does it mean for Missouri S&T?
Slide 3: S&T COMMUNICATIONS
Slide 4: WHAT IS A BRAND?
name? logo?
association?
Slide 5: A brand is how people feel about a product, service or organization
Slide 6: brands are defined by people, not organizations
and people are emotional, intuitive beings
Slide 7: IN OTHER WORDS… … OUR BRAND
is not what we say it is ...
… it’s what they say it is
Slide 8: A brand is more than a name or a logo – it is a promise and a
contract with every customer with whom you are dealing. And if people feel that the offering does not live up to what they expect from the brand, they will decide to stop buying.
Richard Branson, founder of Virgin
Slide 9: A brand for a company
is like a reputation for a person. You earn reputation by trying to do hard things well.
Jeff Bezos, founder, Amazon.com
Slide 10: NAME CHANGE AND BRANDING
• Reflect our standing as a leading technological research university • Differentiate from the other UM campuses • Aid recruitment on a national scale • Enhance our reputation nationally and internationally
Slide 11: THE ROLLOUT
Slide 12: THE ROLLOUT
SIGNS OF SUCCESS
Slide 13: BEYOND THE ROLLOUT
Slide 14: MISSOURI S&T BRAND PLATFORM
• The strategic foundation for universitywide, brand-based decisions • Based on our mission Solving the problems of a technological world • Brand “drivers”
Slide 15: MISSOURI S&T BRAND DRIVERS
• Distinctive features of how Missouri S&T carries out its mission • Foundation for all marketing actions and messages • Should be used consistently • Can be articulated differently
Slide 16: MISSOURI S&T BRAND DRIVERS
• • • • • Practical, applied experiences Successful graduates Sustainable economic impact Strong reputation Broad range of engineering and science degree programs • Supportive communities
Slide 17: BRAND-BUILDING CAMPAIGNS
Slide 18: BRAND-BUILDING: ACADEMICS
• Target U.S. News voters • Monthly postcards, email newsletters • Tagline: What’s new at Missouri S&T? • ASEE Prism mailer
Slide 19: BRAND-BUILDING: ACADEMICS
Slide 20: BRAND-BUILDING: ACADEMICS
Slide 21: DIFFERENTIATION
We’re hardwired to notice only what’s different
Slide 22: OUR ADVANTAGE
(AND OUR CONUNDRUM)
80%
Missouri S&T
70%
South Dakota School of Mines and Technology Colorado School of Mines Michigan Technological University Georgia Institute of Technology Worcester Polytechnic Institute
60%
50%
Rensselaer Polytechnic Institute Stevens Institute of Technology
40%
Massachusetts Institute of Technology New Jersey Institute of Technology
30%
t m l o r e i g n E %
Purdue University
Illinois Institute of Technology
California Institute of Technology
20%
University of Michigan-Ann Arbor Stanford University University of Illinois at UrbanaChampaign
Drexel University
Carnegie Mellon
Texas A&M University The University of Texas at Austin
10%
University of California-Berkeley
University of Southern California Texas Tech University
University of Missouri-Kansas City
University of Missouri-Columbia University of Missouri-St. Louis
0%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
% Engineering, Business, Science & Math Enrollment
Slide 23: BUILDING THE BRAND
Let’s make S&T as synonymous with Missouri University of Science and Technology … … as A&M is with Texas Agricultural and Mechanical University
Slide 24: HOW YOU CAN HELP
• Always use the correct name or shortened version, either
– Missouri S&T, or – S&T
• When you hear others using the wrong term, gently point out the error • Thank those who use the correct term (positive reinforcement)
Slide 25: HOW YOU CAN HELP
Please avoid saying: • MST • MS&T • MUST • MOST
It’s OK to say “S&T”
Slide 26: HOW YOU CAN HELP
http://standards.mst.edu
Slide 27: S&T SOCIAL NETWORKS
• Facebook
http://tinyurl.com/MissouriSandT
• Twitter
http://twitter.com/MissouriSandT
• YouTube
http://youtube.com/MissouriSandT
• Flickr
http://flickr.com/MissouriSandT
