Presentation to Association Stakeholders March 10 2010 1 Agenda Objectives and methodology Research highlights and analysis Brand platform Implications for programming Discussion 2 Project objectives amp methodology ID: 781914
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Slide1
UCSD Alumni:
Branding for Engagement
Presentation to Association Stakeholders
March 10, 2010
1
Slide2Agenda
Objectives and methodologyResearch highlights and analysis
Brand platformImplications for programming
Discussion
2
Slide3Project objectives & methodology
3
Slide4Project Objectives
To assess current communications and alumni attitudes to
develop a brand platform for the UCSD Alumni Association.
The brand platform will include a clear articulation of the following:WHO we’re for – the target audienceWHAT we do – our core businessWHY we do it – the difference we make
HOW we do it – our brand behaviorWHO we are – our brand personality4
Slide5Work Steps
5
Slide6Interviews Conducted
6
Neville Billimoria ‘82John Edson ‘92
Sheldon Engelhorn ‘72Tony Fiori ‘98Karen Moraghan ‘81Ira Rubenstein ‘87
Slide7What is a brand?
A brand is a
promise
– which must be delivered upon consistently with every interactionEmotion
It is driven by how you want stakeholders and employees to feelwhen they interact with you.
Differentiation
Your promise should be
different
from promises made by competitors, describing a feeling only you give them.
Relevance
It should be
meaningful
to stakeholders, focused on where their greatest needs intersect with your strengths
7
Slide8Identity
Actions
Communications
Brand promise is a filter for identity, communication and action
Brand Promise
Brand Identity
Name, Logo, Tagline,
Visual System
Communications
Marketing and P.R.
Actions
Behavior and Operations
Slide9Research highlights & analysis
9
Slide1024 or under
55 or over
Q1. What is your age?
Online Survey: respondent age
10
25-34
35-44
45-54
Total
n = 3,272
Slide11Male
Female
Q2. And, your gender?
Alumni survey: respondent gender
11
Total
n = 3,272
Slide12Alumni survey: respondent geography
Greater San Diego area
Other US
Q3. Where do you currently live?
12
Other Southern
California
Other California
Note: remaining respondents
answered “out-of-country”
Total
n = 3,272
Slide13Q4. What type of
degree(s
) did you receive from UCSD? (Select all that apply)
Undergraduate
Doctoral
Alumni survey: respondent degrees
13
Graduate
Masters
Note: no other options
(post-doctoral, did not
complete, or other)
scored higher than 2%
Total
n = 3,272
Slide14Alumni Survey: student involvement
Extremely involved
Not at all involved
Q5. How involved would you say you were in student/campus life while attending UCSD?
14
Very involved
Somewhat involved
Not very involved
Total
n = 3,271
Slide15Alumni survey: alumni identify most strongly with UCSD as a whole
UCSD as a whole
The UCSD Alumni
Association
Q7. Today, as an alumnus/a, which ONE aspect of UCSD do you most identify with?
15
Your major or
department
Your college
A particular student org
or extracurricular activity
Note: remaining
respondents
answered none
or other
Total
n = 3,272
Slide16Findings and analysis
16
Slide17Brand insight is found at the intersection of three areas of exploration
17
What is the role of the Association within the University?
Who are they,
and what are they looking for?
What is it known for, and what does it want to be?
Slide18The University
18
What is the role of the Association within the University?
Slide19Q6. Overall, when you think back on your time spent at UCSD, how would you describe your experience?
Although alumni perceive their time at UCSD very positively...
Very positive
Very negative
19
Somewhat positive
Neutral
Somewhat negative
Total
n
= 3,271
Slide20Alumni aren’t giving back to UCSD as much as one would hope
20
“We haven’t done a good job of engaging alumni until recently –
we ignored alumni for 30+ years.”“Our numbers are really horrible in terms of number involved as a percentage of total alumni
.”Board Members
Slide21Alumni expect a “quid pro quo” in giving – they’ll give, but they also want to receive
“I received a degree from a great university, but once I left, the only time the school would reach out to me was to ask me for money.
There is no tangible return that can be shown to me for sending the school any money
.”“I receive phone calls regarding making contributions to UCSD. I would love to make contributions.
I am a lifetime member of the alumni association. But, I would prefer receiving emails regarding career opportunities so that one day I could afford to make a financial contribution.”“Instead of reaching out to me in a way that would benefit me… UCSD instead only reaches out to me when it is trying to solicit me for money – for its own benefit.
Why would I care to support undergrads when I… do not feel support from UCSD?
”
“
The ‘feel good’ feeling alone from donating is not enough
.”
Alumni Survey
Representative Open End Responses
21
Slide22Creating engagement (and philanthropy) requires creating value
22
“Making ourselves relevant to alumni is a precondition to anything else.
We are a service organization that creates money by adding value. We exist to serve the alumni and provide useful value to them… people give money only after they appreciate what’s being done for them. Raising money shouldn’t be the end; it should be the consequence of doing a great job. ”
Board Interview
Slide23And alumni aren’t seeing significant value in the relationship with UCSD today
Extremely valuable
Not at all valuable
Q9. Now that you’re an alumnus/a, how much value do you feel UCSD provides you today?
(outside of your degree)? Is your relationship with the university… (Select one)
23
Very valuable
Somewhat valuable
Not very valuable
Total
n = 3,272
28%
72%
Slide24The University: Insight
24
UCSD benefits only
when alumni benefit
Slide25Alumni
25
Who are they,
and what are they looking for?
Slide26Alumni are interested in meeting, learning from, and helping one another
The best thing UCSD could do for you is…
“Get me in touch with professionals in my field so that I can make new contacts and find new career opportunities.”
“Give me the opportunity to meet important people in my industry, both from an academic and corporate perspective.”
“Give me opportunities to reconnect to other alumni; or to meet with students considering UCSD.”“Find me a man? Help me network in my field?”Alumni Survey
Representative Open End Responses
26
Slide27And they are very intellectually curious
“It's important to have a good interesting group of friends and colleagues.”
“[The best thing UCSD could give me is] an oasis to really think about ideas and gain a new perspective and taking those ideas to the ‘real world.’”
“I would like to remain part of the UCSD intellectual community, and I'd like to learn about interesting things being done by UCSD alumni in my area.”
“The most meaningful thing [UCSD could give me] would be the intellectual growth. I don't live in San Diego any longer, but if there were lectures or films or articles that would be interesting and novel, that could be really useful.” Alumni Survey
Representative Open End Responses
27
Slide28They see the most significant benefits in networking and intellectual growth
Professional Networking
School pride
Q24. How big of a benefit to getting involved with the UCSD Alumni Association would you consider
each of the following to be to you personally? Significant benefit, slight benefit or no benefit at all.
28
Intellectual growth
Personal networking
Improving
student life
Total
n = 3,271
Slide29Together, they want to keep themselves – and UCSD – on the leading edge
“I have pride when saying I graduated from UCSD, and
if the school doesn't stay at the top of the class, then what am I proud of?”
“I was fortunate to have a world class education at UCSD. I can think of nothing more important than to ensure this opportunity for the next generation of Californians.”
“With the professional/personal networking I will be able to grow intellectually to provide feedback in order to improve the UCSD experience for students.”
“I want to be a world class citizen. I want the knowledge and expertise of our world class professors to make life decisions
. I want to be constantly updated in what they are doing, in influencing policies, science, health, culture, etc.”
Alumni Survey
Representative Open End Responses
29
Slide30Alumni: Insights
30
Want to keep themselves –
and the University – world class
Slide31The Association
31
What is it known for, and what does it want to be?
Slide32You are pushing your brand emphasis towards “The Triton Network”
32
Slide33And desire to take the Association to a more emotional place
Today
AverageMoney
AnnoyingFacilitatorFundraising
5 YearsRemarkableFamilyOpportunitiesImperativeAffinity
Board Interviews
33
In one word, what does UCSD stand for to alumni today? What would you like it to stand for 5 years from now?
Slide34But focusing on the Network emphasizes the “what,” not the “so what”
Network
Focuses on the “thing”
any netlike combination of filaments, lines, veins, passages, or the likea system of interrelated buildings, offices, stations, etc., esp. over a large area or throughout a country, territory, region, etc.
an association of individuals having a common interest, formed to provide mutual assistance, helpful information, or the like: a network of recent college graduates. 34
Slide35There’s an opportunity to elevate the concept of Network to an emotional plane
Network
Focuses on the “thing”
any netlike combination of filaments, lines, veins, passages, or the like
a system of interrelated buildings, offices, stations, etc., esp. over a large area or throughout a country, territory, region, etc. an association of individuals having a common interest, formed to provide mutual assistance, helpful information, or the like: a network of recent college graduates. Affinity
Focuses on the “feeling”
a natural liking for or attraction to a person, thing, idea, etc.
a person, thing, idea, etc., for which such a natural liking or attraction is felt.
relationship by marriage or by ties other than those of blood
inherent likeness or agreement; close resemblance or connection.
35
Slide36Your true power lies not in creating a Network – it lies in creating Affinity
“In times like this when everybody feels uncertain about the future,
there’s a greater desire for fellowship with like-minded people. You need that social contact more, and we have a natural one that we can offer people.
We can get people involved and make them part of the family and make them feel not quite so alone.” “We should be able to track people as they graduate and narrowly tailor messages and resources to people with specific backgrounds and needs, and connect them.
[We should be] a facilitator of affinity groups that would arise in many different contexts of graduating. People will affiliate with things that are relevant and meaningful to them.”“[We need to] create a personal touch with Alumni... Whether it’s through existing organizations, or through development or coming up with new creative ways to touch alumni and engage them.”
– Board Interviews
36
Slide37The Association: Insight
37
It’s about more than building the Network –
it’s about
fostering Affinity
Slide38In Summary
38
It’s about more than building the Network –
it’s about fostering Affinity
Want to keep themselves – and the University – world class
UCSD benefits only
when alumni benefit
Slide39Brand Platform
39
Slide40Alumni
Defining the Positioning Territory
40
Nirvana
Expectation
Aspiration
Truth
Alumni
Association
Positioning Territory
Slide41Alumni
Defining the Positioning Territory
41
Nirvana
Expectation
Aspiration
Truth
Alumni
Association
Build the
Network
Foster
Affinity
Support
the School
Remain
“World Class”
Slide42The UCSD Alumni Brand Platform
42
So you – and UCSD – always remain
world class
WHYwe do itAll UCSD Alumni who want to remain on the forefrontof professional, intellectual and personal pursuits
WHO
we’re for
Foster affinity
among alumni themselves, between alumni
and the university, and between the university and the world
WHAT
we do
Slide43The UCSD Alumni brand promise
The UCSD Alumni Association helps alumni remain on the forefront of their professional, intellectual and personal pursuits. By helping alumni build meaningful and valuable relationships, we foster a deeper affinity among our alumni, between alumni and the university, and between the university and the world.
Our programs, events and communications are designed to ensure that you – and UCSD – always remain world class.
43
Slide44Implications for programming
44
Slide45Alumni are most interested in professional and intellectual development programs
Professional
lectures
Local
community
Q31. What FIVE of the following types of UCSD Alumni Association programming events or activities
would you be most interested in? (Select only 5)
45
Networking /
mixers
Academic
lectures
Arts and culture
Total
n = 3,272
Note: no other
activity scored
over 28%
Slide46… And less interested in family, outdoor and campus events
Online
On campus
Q31. What FIVE of the following types of UCSD Alumni Association programming events or activities
would you be most interested in? (Select only 5)
46
Outdoor
San Diego
Traveling
Kid-friendly
Pop-culture
trends
Total
n = 3,272
Sports
events
Slide47They don’t plan to participate heavily, but would welcome once a quarter or so
Q32. How frequently do you plan to participate in any UCSD Alumni Association program(s) next year?
47
Once or more
per week
N/A - don’t plan
to participate
Once a month
Once every
few months
Once or twice
a year
Total
n = 3,272
Slide48They strongly prefer communication by email
Q34. How do/would you want to be communicated with by the UCSD Alumni Association?
48
Email
UCSD Website
Mail (magazines
and mailers)
Online
newsletter
Facebook
LinkedIn
Note: no other
mentions > 3%
Total
n = 3,272
Slide49And would prefer a LOT less of it than they are currently getting
Q35. Approximately how often do / would you expect to hear from the UCSD Alumni Association?
Select the highest level of communication you feel is appropriate.
49
Once a week
Couple of times
per year
Couple times
per month
Once a month
About 4 times
per year
Once a year
Not at all
Total
n = 3,272
Slide50Thank You
Christie Harper
christie@brandendeavor.com
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