Advancement Framework Planning

Transcription

1 Advancement Framework Planning Monthly Progress Review Meeting March 6, 2012

2 Agenda Quantitative Brand Perception Analysis Progress update Qualitative Brand Dynamics & Perception Analysis Review brand insights from interviews and focus groups Advancement Objectives & Measurement Align on aspirations for Advancement initiative Discuss key stakeholder groups and potential metrics Brand Development Preview Overview of the upcoming Brand Development workstream Project Next Steps Align on immediate next steps Discuss proposed agenda for BOT meeting in April 10 mins 1 hour 2 hours 30 mins 20 mins 2

3 QUANTITATIVE BRAND PERCEPTION PROCESS UPDATE 3

4 The quantitative research will be complete March 23 TIMELINE ACTIVITIES Establish objectives and working hypotheses to explore in research in partnership with Hart/POS Draft questionnaire Establish definitions for who will be included in the survey and in-depth research interviews Approve questionnaire Provide sample to Hart/POS Internal programming of survey into web interface, and testing for quality control Collect online data for survey, conduct phone interviews for indepth interviews Process and quality control data; Develop analysis of data and findings STATUS Completed Completed Completed Completed Anticipated: Feb. 7 Completed: February 22 Completed In Progress Complete by March 9 March 10 March 23 4

5 Study Progress Update Alumni: 1,423 completed surveys to date (goal: 1,600) Non-Alumni Donors: 370 completed surveys to date (goal: 400) IDI s: 16 completed; 7 Scheduled Both Efforts expected to be finished with data collection by March 9, putting effort on pace to present final findings of research on March 23. Preliminary top-line observations will be available March 16. 5

6 ADVANCEMENT MISSION MEASUREMENT 6

7 Objectives for today Review measurement framework and how it fits into Eminence plan Review potential measurements for awareness, engagement and giving of key stakeholder groups Align on Advancement Scorecard measurements 7

8 Guiding Principles In order for measurement to be effective, it must reflect the mission, values and aspirations of Ohio State, because in addition to consistently evaluating operational performance, these measurements will guide strategy, behavior and culture of the units and people within the organization. Some of the measurements, particularly around awareness, may require alignment with brand attributes that we will identify as part of the brand positioning workstream. 8

9 Ohio State: Excellence to Eminence Plan Vision / Mission Defines the aspiration for the organization EMINENCE University-wide Goals Identifies strategic imperatives that are required to support the vision/mission EXCELLENCE IN TEACHING AND LEARNING RESEARCH AND INNOVATION OUTREACH AND ENGAGEMENT RESOURCE STEWARDSHIP Key Initiatives Prioritizes the measureable activities required to accomplish the goals ACADEMIC MEDICAL CENTER RESOURCE GENERATION ADVANCEMENT TALENT PHYSICAL ENVIRONMENT

10 Advancement Measurement Methodology For Advancement, we will focus on metrics to support awareness, engagement and giving We identified relevant examples of metrics across key stakeholder groups To customize these metrics, we will select a short-list that reflects Ohio State s mission, values and aspirations 10

11 ILLUSTRATIVE Advancement Metrics: Examples AWARENESS ENGAGEMENT GIVING PROSPECTIVE STUDENTS What percentage of top students (e.g., valedictorians, top 10% of SAT score) are aware of Ohio State? What % of prospective students have applied to Ohio State? N/A CURRENT STUDENTS Do you believe Ohio State offers a world-class academic education? What is the retention rate for students with 3.0 or above? What % of students intend to donate to Ohio State in the future? ALUMNI Are Ohio residents knowledgeable about the economic impact of Ohio State (e.g., job creation, investment in community)? What % of alumni indicate a very satisfied rating for providing opportunities to be or stay involved with the University? What is the average gift size? 11

12 ILLUSTRATIVE Identifying priorities will be critical, as you cannot measure everything AWARENESS ENGAGEMENT GIVING PROSPECTIVE STUDENTS What percentage of top students (e.g., valedictorians, top 10% of SAT score) are aware of Ohio State? What % of prospective students have applied to Ohio State? N/A CURRENT STUDENTS Do you believe Ohio State offers a world-class academic education? What is the retention rate for students with 3.0 or above? What % of students intend to donate to Ohio State in the future? ALUMNI Are Ohio residents knowledgeable about the economic impact of Ohio State (e.g., job creation, investment in community)? What % of alumni indicate a very satisfied rating for providing opportunities to be or stay involved with the University? What is the average gift size? 12

13 BRAND POSITIONING WORKSTREAM PREVIEW 13

14 The Brand Positioning workstream deliverables directly contribute to our understanding of the core Brand Identity Deliverables OSU Brand Perception Segmentation Analysis Behavior Product Brand Asset Inventory Prior Campaign Assessment Landscape Analysis Brand Identity Case Studies Umbrella Positioning for OSU Environment Communication 14

15 Defining Why A Brand Exists ARTICULATING A BRAND CLARIFIES ITS PURPOSE FOR EVERYONE Who are you? (What do you want to become?) The meaning you create Your uniqueness in doing so What fundamental human needs & desires do you fulfill? (What would motivate them to care?) 15

16 Defining Why A Brand Exists ARTICULATING A BRAND CLARIFIES ITS PURPOSE FOR EVERYONE Inside-Out Understanding Brand Meaning (Essence) Brand Positioning Outside-In Understanding 16

17 Inside Out: Defining The Ohio State University OHIO STATE REPRESENTS A SET OF ASSETS, EXPERIENCES AND IDEALS THAT EXTEND INTO THE PAST AND WILL EXPAND INTO THE FUTURE PAST PRESENT Founding Mission / Purpose Accrued Assets & Equities Associations, Artifacts, Anecdotes, Adventures Loyalty, Awareness, Understanding, Attributes Capabilities / Sources of Excellence Values FUTURE Vision Investments Brands, like people, mature and grow over time What must NOT change is a brand s CHARACTER This constancy forms the basis of TRUST in the brand 17

18 Inside Out: Defining The Ohio State University OHIO STATE HAS BECOME A COMPLICATED ENTITY WITH NUMEROUS BRANDS THAT SHOULD ALIGN AND MUTUALLY REINFORCE EACH OTHER, EVEN AS THEY CELEBRATE THEIR RELATIVE DISTINCTIVENESS Central Essence and Enterprise Brand Equities of Ohio State should be shared and reinforced across all entities to the mutual and/or collective benefit of all Each individual institution must also be allowed to distinguish itself within its own competitive set and set of stakeholders 18

19 Outside-In: Understanding the motivations of Stakeholders EDUCATIONAL INSTITUTIONS HAVE AN EXTRAORDINARILY COMPLEX SET OF AUDIENCES, WITH WIDELY DIVERGENT NEEDS SERVED IN VERY DIFFERENT WAYS Recruits Students Alumni Leaders & Influencers Shared Needs & Desires Donors CULTURAL & COMPETITIVE CONTEXT Shapes perceptions Frames comparisons Ohioans Partners Faculty Differentiated Needs & Desires 19

20 The elemental components of a brand ARTICULATING A BRAND CLARIFIES ITS PURPOSE FOR EVERYONE What is Ohio State s purpose? Does it allow us to evolve? Is it inspiring? Why am I moved? Brand Meaning (Essence) Brand Positioning What s relevant? What s distinctive? What s differentiating? What s the proof? Do I feel a unique bond? Am I compelled to act? From I love it to I need it Do I buy the brand or join and support the brand? 20

21 Our collective challenge SUCCESSFUL BRAND DEFINITION COULD STRETCH US INTELLECTUALLY, EMOTIONALLY AND POLITICALLY The essence of positioning is sacrifice This old truism of marketing reminds us that being an engaging, unique proposition for your stakeholders means that a brand can not successfully be all things to all people choices will need to be made This does not imply compromise but focus indeed, some of the most powerful brands appear to resolve opposites Can Ohio State be big and intimate at the same time? Yet balancing heritage with future growth, proven past success against an ever-changing cultural context, comfort and safety vs. aspiration and evolution will at times feel uncomfortable We must all strive to be both passionately involved and dispassionately objective as we narrow in on an ideal brand definition We must feel it in our gut, even as we remember we are not the primary audience 21

22 Next Steps in the Brand Development Phase BRAND DEVELOPMENT PHASE OVERVIEW INTERNAL ASSESSMENT QUALITATIVE BRAND DYNAMICS & PERCEPTION ANALYSIS QUANTITATIVE BRAND PERCEPTION ANALYSIS DISTILLATION, SYNTHESIS AND CREATION OF POTENTIAL BRAND ELEMENTS Workshop on Brand Equity (March 15) Brand Advisory Group Session: Equities (Date TBD) REVIEW FINAL OPTIONS WITH THE STEERING COMMITTEE Brand Essence Brand Positioning Brand Architecture REFINEMENT MESSAGE DEVELOPMENT MESSAGE TESTING SOCIALIZING LANDSCAPE ANALYSIS 22

23 Enhancing the team s success AUXILIARY TEAMS TO MAXIMIZE THE BRAND DEVELOPMENT AND IMPLEMENTATION PROCESS SESSION Workshop on Enterprise Brand Equity Brand Advisory Group Session: Equities OBJECTIVES Leverage complementary P&G branding expertise and P&G Ohio State alumni to explore and sharpen the definition of Ohio State s core brand equities Key deliverables: A working group perspective on Ohio State s Brand Values Core Brand Benefit Key Points of Difference (PODs) Brand Character Presentation of key findings from the Discovery Phase to a broader audience Brainstorm and evaluation of brand elements Brand Values and central Meaning Key differentiators Brand personality Explore shared vs. distinctive equities between Ohio State and its constituent parts (colleges, centers, athletics, etc.) Instill a sense of ownership, involvement, understanding and ambassadorship for the Brand s development across a larger group 23

24 Deliverables of the Brand Development Phase DELIVERABLE Ohio State Brand Essence DESCRIPTION The central purpose and reason to exist for The Ohio State University; the central idea that informs and inspires all that the University represents and undertakes, wholly or in part Ohio State Brand Positioning Ohio State Brand Architecture Identifies and articulates a differentiated positioning for The Ohio State University brand, and the mandatory and unique enterprise-wide equities that support it Mapping of shared, complimentary and conflicting attributes and equities to outline a case for mutually beneficial branding between Ohio State and its major sub-brands 24

25 NEXT STEPS 25

26 Immediate Next Steps Brand Positioning phase begins on March 19 Deliverables Friday, March 23, Quantitative Motivational Analysis Friday, March 30, Full Discovery Phase Synthesis April Progress Review Synthesis of Brand and Motivational Analysis Organizational Alignment: Design phase will begin April Board of Trustees Meeting Measurement & Scorecards? 26