Presenting a United Front Telling the Texas A&M Story
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1 Presenting a United Front Telling the Texas A&M Story Coffee Conversation Jason Cook, APR Vice President for Marketing & Communications Texas A&M University Chief Communications Officer The Texas A&M University System December 9, 2011
2 A bit Leaving NYC, dropped by Rockefeller Center on the way out.
3 My Twitter leaving NYC? So who is the next coach? You can tell me. I can keep a Can you bring a head coach home with you, please? Brian Williams is taking the job? Got it.
4 My Twitter Coming home to make the big announcement?? I talked last night about the decision to fire Sherman and what they want in next head did Dr. Loftin look at his FB fan page today? It is a good rep of the pulse of Aggieland
5
6 Question #1 Q: How many Facebook fan likes does Texas A&M University have? A: 306,556
7 Question #2 Q: How many Twitter followers does Texas A&M University A: 24,205
8 Question #3 Q: How many people subscribe to The Eagle? A: 21,193
9 An amazing story 50,000 students $680M in research Top 20 in what colleges do for the country No. 1 in payback ratio No. 2 in graduates employers want No. 9 best value
10 Most trusted advertising 1. Recommendations from friends 2. Other peoples opinions online 3. Company websites 4. Editorial content (news articles) 5. Brand sponsorships Source: Nielsen Online Global Consumer Study, April 2009
11 MarComm Division Structure Marketing Communications Business Development
12 The brand guides everything A brand is intangible Who we are What we do Why it matters A brand is a promise
13 Our brand promise To develop leaders of character dedicated to serving the greater good.
14 Based on core values
15 Our Objectives 1. Introduce and strengthen the Texas A&M brand in targeted audiences: SEC markets: Reinforce as a quality institution both academically and athletically Legislators: Activate campaign for 2013 session 2. Position as Tier One: Texas A&M is relevant and impactful at the local, national and global levels
16 Our Objectives 3. Advance core values: Advance and strengthen the brand as academically relevant, progressive, welcoming, loyal and service-minded. 4. Deepen brand affinity: Share successes and engage prospective, current and former students.
17 1. Introduce and strengthen the Texas A&M brand in targeted audiences
18 Brand Strategy Center around Texas A&M. TAM is the primary mark. 12 th Man as a secondary athletics mark. Transition out T-Star.
19 Co-branding opportunity Co-brand Texas A&M with SEC logo. No reference to leaving Big 12. No other SEC schools. Hot market license thru 6/30/12. Apparel only thru 7/1/12.
20 Media Implementation Spot TV to capture sold-out national games on CBS and SEC Network Two :15 units per game Air in 17 priority markets National cable for ESPN and FSN games involving SEC teams FSN inventory includes CSS games Two :15 units for greater efficiency Targeted sports-oriented websites for additional reach and frequency Focus on SEC content only
21 Video Creative :15 #1
22 Video Creative :15 #2
23 1. Introduce and strengthen the Texas A&M brand in targeted audiences
24 2. Position as Tier One
25
26 November Media Mentions
27 Question #4 Q: What was our biggest non-sports newsmaker of the year? A: First Americans were Texans B: State Climatologist/Drought C: Andy Card
28
29
30
31 3. Advance core values
32 Objective: To increase future student applications through exposure to current and former students. Strategy: To provide a nonauthoritative community of spirit that spreads Aggie values in a forum that rallies around an exchange of Aggie Spirit.
33 4. Deepen brand affinity
34
35
36 Your brand is what people say about you when you re not in the room. Jeff Bezos Founder of Amazon.com
37 We can influence our brand by shaping the experience.
38 Who are the University Brand Managers? EVERYONE
39 Question #5 Q: In the history of Texas A&M, how many head football coaches have we had? A: 27
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