Title: University of Houston Phase III Image Advertising Campaign
1University of HoustonPhase III Image Advertising
Campaign
2Agenda
- Campaign Background/Objective
- Campaign Strategy
- Creative Review
- Phase I
- Phase II
- Accomplishments/Weaknesses
- Evolution Directives
- Phase III Campaign Recommendation
3Campaign 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
4Media 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
5Communication 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
6A 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
7The 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.
8Selling 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
9CREATIVE REVIEWPhase I and II
Learning.Leading.
10Tracking 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
113 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
123 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
13Top of Mind Brand Awareness 2002, 2001, 2000
14Total Unaided Brand AwarenessTexas Universities
2000 vs.
2002
15Total Advertising Awareness2000 - 2003
16UH Image RatingsLife of Campaign Top 3 box
Ratings
17Phase 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
18Phase III Strategic Thrust
- At the University of Houston, the extraordinary
is commonplace - Extraordinary faculty
- Extraordinary students
- Extraordinary programs
- Proof points
- Outstanding students
- Outstanding faculty
19Recommendation