University of Houston Phase III Image Advertising Campaign - PowerPoint PPT Presentation

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University of Houston Phase III Image Advertising Campaign

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UH running ad campaign since early 2000. Measured awareness levels in 2000, 2001, 2002 ... Review campaign impact on UH image. Evaluate progress vs. other Texas ... – PowerPoint PPT presentation

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Title: University of Houston Phase III Image Advertising Campaign


1
University of HoustonPhase III Image Advertising
Campaign
2
Agenda
  • Campaign Background/Objective
  • Campaign Strategy
  • Creative Review
  • Phase I
  • Phase II
  • Accomplishments/Weaknesses
  • Evolution Directives
  • Phase III Campaign Recommendation

3
Campaign Background
  • Five-year, 5 million image campaign
  • Key Objectives
  • Increase awareness of UH among key constituents
  • Build a positive image for the UH by focusing on
    key achievements/strengths
  • Help UH achieve its vision to become a
    pre-eminent 21st century metropolitan university

4
Media Targets
Broad constituency who possess the power to
impact the success of the University of Houston
  • Senior Executives
  • Community leaders
  • HR managers/executives
  • UH faculty/staff
  • Alumni
  • Students

5
Communication Prerequisites
  • Create common communications language
  • Agree to the essentials the essence of the brand
  • Create a language for ambassadors to persuade
    outsiders
  • Ambassadors faculty, staff, and students
  • Outsiders alumni, key decision-makers, local
    and state leaders, and community members
  • Make outsiders as aware of UHs strengths as
    insiders

6
A Three Phased Campaign Approach
Phase 1
Phase 2
Phase 3
Get Credit for Who You Are
Faculty Programs
Illustrate Your Influence Show how who you
are makes a difference to the larger community
7
The Key Is Connecting UH to Houston
Communication Strategy Develop a Bridge that
Makes Education Relevant to the Community
And Emphasizing Their Mutually Beneficial
Relationship
Learning.Leading.
8
Selling Strategy
Business Leaders, Power Brokers, and Policy
Makers
Conceptual Target
To Be Known for Making Smart Decisions that
Benefit Houston and the Gulf Coast Region
Core Desire
Offers a Legacy of Prominent Faculty, High
quality Education Programs, and a Proven Track
Record
Role of The Brand
UH Offers the World-Class Resources Necessary to
Stimulate Growth in Houston and in Texas
Compelling Truth
Selling Idea
Creating and Bringing World-Class Knowledge for
Houston and Texas
9
CREATIVE REVIEWPhase I and II
Learning.Leading.
10
Tracking Research, Background and Objectives
  • UH running ad campaign since early 2000
  • Measured awareness levels in 2000, 2001, 2002
  • Assess differences within target segments
  • Review campaign impact on UH image
  • Evaluate progress vs. other Texas Universities

11
3 Year Tracking Study Highlights
  • Top of mind Brand awareness has experienced gains
    among all target groups except community leaders
    which increased in 2001 but slid in 2002
  • Total unaided Brand awareness shows gains among
    all target groups
  • Both unaided and total advertising awareness show
    gains among all target groups except alumni and
    community leaders which increased in 2001 but
    slid in 2002
  • Recall of the Learning.Leading. message nearly
    doubled to 23 since 2001

12
3 Year Tracking Study Highlights
  • UH Main Campus image is comparable to other top
    Texas
  • Universities in the areas of
  • Providing quality employees to the Houston
    Business Community
  • Contributions to the Houston Community
  • Importance to the Houston Economy
  • Source of Community Leaders
  • Image attributes which focused on quality of
    education, faculty and
  • academic programs experienced a drop off after
    a substantial
  • increase in 2001
  • Among the major Texas Universities UH Brand
    awareness is
  • now 1 for most audiences, trailing only
    UT among community
  • leaders

13
Top of Mind Brand Awareness 2002, 2001, 2000
14
Total Unaided Brand AwarenessTexas Universities
2000 vs.
2002
15
Total Advertising Awareness2000 - 2003
16
UH Image RatingsLife of Campaign Top 3 box
Ratings
17
Phase III Campaign Directives
  • Maintain strategy but reinvigorate campaign with
    new look/feel
  • Continue with core theme of Learning.Leading.
    plus the Cougar icon
  • Focus on reinforcing quality of education
    messageUH is a world class university, provides
    stellar education, strong curriculum
  • Tighten integration of all communication efforts
    to avoid confusion among all target groups
  • Integrate targeted direct mail campaigns to key
    audiences such as community leaders and HR
    managers
  • Stay with a broad set of media to meet diverse
    audience needs

18
Phase III Strategic Thrust
  • At the University of Houston, the extraordinary
    is commonplace
  • Extraordinary faculty
  • Extraordinary students
  • Extraordinary programs
  • Proof points
  • Outstanding students
  • Outstanding faculty

19
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