Character The
Discovering the Daniels Difference the story of expressing our brand
Values need acting. Character needs building. And business needs those who strive to lead with purpose.
TA B L E O F CO N T E N TS
The Objective
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The Challenge
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Process Timeline
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The Insights
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The Result
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The Importance to You
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Connect with the OCM Team
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The Objective Two years ago, the Daniels Office of Communications and Marketing set out to discover what differentiates Daniels in the marketplace. Our goal was to develop a clear, compelling, and differentiated Daniels promise and positioning that stretches across diverse programs and audiences to establish relevancy with all key stakeholders. This positioning had to be grounded in the DU master brand positioning of “a catalyst for purposeful lives.�
SUCCESS CRITERIA To develop new positioning with:
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STRONG APPEAL
OWNABLE
LONG-TERM POTENTIAL
Does it drive a connection to consumers and have the potential to bring about long-term impact?
Does it carve out an area that seperates us from the competition?
Can it guide communications strategy, new service/program development, and brand experience over the long haul?
The Challenge As a College, we excel in many areas and provide numerous interesting and distinctive dimensions that work together to create the Daniels experience. The challenge is to coalesce all of those dimensions into a cohesive, focused and emotionally grounded positioning and promise. We need to increase relevance among a diverse set of target audiences. The Daniels positioning must speak to all targeted audiences (prospective
and current graduate and undergraduate students, alumni young and old, parents, faculty and staff, donors, the media, employers and other corporate partners) for the positioning to have cohesive, lasting impact. Daniels must differentiate itself from a crowded and homogenous business school category. In order to differentiate from close-in competitors, it is imperative for Daniels to establish a more aspirational frame of reference.
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Process Timeline Positioning Daniels for Success Daniels continued with its competitive positioning research in the spring and summer of 2013, honing in on a way to differentiate ourselves in the marketplace and reinforce the University of Denver brand positioning of “a catalyst for purposeful lives.” This highly-inclusive process was led by the senior director of the Office of Communications and Marketing (OCM) with invaluable advising and collaboration from tenured marketing faculty. Dr. Dan Baack served as our main advisor, and Dr. Don Bacon advised, assisted and analyzed through our research phase. We employed a top brand strategy firm, the Sterling Rice Group, to lead our qualitative research and the creative process. Through our research we sought to identify the various attributes of the Daniels brand that resonate with all our stakeholders. A series of roundtable discussions, a Danielswide “All About Daniels” vision mapping session, and a survey—prepared, conducted and analyzed by OCM and Daniels marketing faculty members Drs. Dan Baack and Don Bacon—provided insight from over 2,000 members of the Daniels community, including undergraduate and graduate students, alumni, community and business professionals, parents of current Daniels students, faculty, staff and prospective students.
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JULY 2012 DU Division of Marketing Communications (DU MarComm) completes research and launches new DU brand positioning, “a catalyst for purposeful lives.” JULY 2012 Daniels receives extensive competitive analysis from an outside consultant, Eduvantis, including the proposed brand attributes of Experiential Learning and Ethical Leadership as potential differentiators for the Daniels brand. These both align with the new DU brand. SEPTEMBER/OCTOBER 2012 After vetting the research with Daniels leadership, the Executive Advisory Board (EAB) and DU MarComm, the RFP stage begins. NOVEMBER/DECEMBER 2012 RFP proposal development and agency search with EAB input. RFP sent to three agencies. JANUARY/FEBRUARY 2013 Proposal and agency review by project leads, the Dean’s Team and EAB task force. MARCH 2013 Sterling Rice Group (SRG) selected. The process planning and information sharing begins. APRIL 19, 2013 SRG attends both All About Daniels sessions to hear from faculty and staff as they participate in an interactive visioning session. DU MarComm is also in attendance. Based on their findings, SRG works with the Daniels team to develop benefit triggers to understand the true motivators of the Daniels sub-brand. These triggers connect to the consumer on a deeply emotional level.
APRIL 2013 SRG leads six separate qualitative research roundtables with alumni, corporate partners/ employers, prospective students, and current graduate and undergraduate students. These roundtables are designed to define what the brand means to them, leveraging benefit triggers linked to the two lead attributes (experiential learning and ethical leadership) as well as additional triggers uncovered in the knowledge-immersion sessions. MAY 2013 The Daniels team developes a quantitative survey to narrow and refine the benefit triggers. The survey is sent to over 20,000 people and more than 1,900 valid, completed surveys are received. The main objective of the survey is to assess the ability of the triggers to differentiate Daniels in a meaningful and resonating manner going forward. MAY 13–15, 2013 Pilot testing of the survey is conducted and the survey undergoes several rounds of refinement. The survey is deployed. MAY 22–31, 2013 Drs. Dan Baack and Don Bacon analyze completed surveys. JUNE 1–17, 2013 SRG synthesizes quantitative and qualitative research and establishes insights/findings. JUNE 17, 2013 SRG submits research findings report to Daniels Management Council.
JUNE 20, 2013 SRG conducts a branding workshop with 10 members of Daniels leadership, faculty (marketing and other faculty) and staff (representation from both OCM and DU MarComm) to generate a range of positioning ideas for Daniels that leverage the insights and benefits platform. JUNE 21, 2013 A small group consisting of four core members of the Daniels team and four core members of the SRG team reviews the workshop findings and decides on a rough positioning. The full SRG team then refines and develops the final proposed positioning. JULY 2013 SRG presents positioning, value proposition and messaging platform by audience to Daniels core team. AUGUST 2013 Daniels OCM shares with DU MarComm, which provides input and tweaks are made to document. AUGUST/SEPTEMBER 2013 Proposed positioning is presented to Management Council, who then reaches a consensus. EAB task force later agrees with the positioning. SEPTEMBER 2013 Messaging development process is placed on hold due to budget restrictions. FEBRUARY 2014 Internal launch and activation.
JUNE 18, 2013 Daniels team and SRG review research findings in a distillation session.
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The Insights Research brought a series of shared values to the forefront that unveiled an opportunity to appeal to all audiences.
PROMOTERS
PROSPECTS
PROVIDERS
Integrity Living with Purpose Sense of Self New Experiences Collaboration Humility Knowledge Empathy Understanding
EMPOWERMENT ACHIEVEMENT Independence Freedom Self-Reliance Control
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Determination Goals Success
Leveraging insights from the exploratory research, we used SRG’s proprietary LifeDrivers framework to identify the emotional space where Daniels could live. We also considered where competitive brands reside; ensuring competitive differentiation. LifeDrivers is based on the belief that consumer decision making and buying behaviors are primarily driven by unconscious thoughts and feelings tied to fundamental human values. This was developed in concert with notable cultural anthropologists and is common across virtually all cultures and cohorts.
RESPECT
PERSPECTIVE
INTEGRITY
BELONGING
RELEASE
JOY
Status Attractiveness Validation
Exploration World Awareness Self-Knowledge Balance
Honesty Loyalty Authenticity
Affiliation Affinity Bonding Enduring Love Intimacy
Escape Excitement Regression Relaxation
Happiness Delight Well-Being Bliss
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Ethics and integrity are integral to the way Daniels approaches business education and decision making “ETHICS ARE SOMETHING THE WORLD IS HUNGRY FOR AND IT’S SOMETHING YOU DON’T HEAR FROM OTHER COLLEGES.” — Janice, Corporate Partner
“ETHICS ARE SO IMPORTANT TO ME; IT WAS AN EASY DECISION (CHOOSING DANIELS).” — Alfredo, Current Student
Not just creating future business leaders, but creating principled future business leaders “THE ABILITY TO PRODUCE HIGHLY ETHICAL AND HIGHLY VALUED LEADERS IS REALLY POWERFUL.” — Tom, Alumnus
“INTEGRITY IS LACKING IN TODAY’S BUSINESS WORLD. LEARNING TO CONDUCT ONESELF IN A WAY THAT MAINTAINS A HIGH LEVEL OF INTEGRITY IS CRUCIAL TO BUILDING A RESPECTABLE BUSINESS AND CAREER.” —Prospective Student
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Who put honesty and trust first when taking on challenges “ETHICS DO SET US APART.” — Greg, Current Student
Are willing to stand up for and pursue what they believe in “THIS IS WHERE THE ENERGY IS, WHERE YOU CAN CREATE SOMETHING OF YOUR OWN.” —Denver, Alumnus
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The Result
POSITIONING FRAMEWORK The final result of our work was a positioning framework consisting of the following elements:
To (Target Audience), (Name) is the (Frame of Reference) that (Differentiating Benefit) because it is (Reasons to Believe) in a way that is (Personality)
TARGET AUDIENCE Broad enough to grow a business, but sufficiently discriminating enough to guide communication development FRAME OF REFERENCE The category of competing products and substitutes within which consumers evaluate the brand merits DIFFERENTIATING BENEFIT The brand’s competitive reason for being—an emotional benefit that identifies and differentiates REASONS TO BELIEVE The product attributes that justify the belief that the differentiated benefit is true and meaningful PERSONALITY The key adjectives that define the personality
Through these stakeholder insights Daniels has defined our position as: To those who strive to live with purpose, Daniels is the world-class business college that believes in authentically living your values. We promise to inspire and develop talented business leaders who act with courage and conviction—because Daniels leads with character, with a personality that is relentlessly honest, courageous, sharp and collaborative. 10
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Intro
Values need acting. Character needs building. And business needs...
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Target Audience
THOSE WHO STRIVE
to live with purpose The target, “those who strive to live with purpose,� connects to the overarching DU brand positioning and speaks to the purposeful individuals who are connected with Daniels.
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Daniels Is
The world-class business college
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That Believes In
Authentically living your values Values can’t be simply learned, they must be lived in order to make a meaningful impact. “Authentically” captures our belief in honesty, transparency and the importance of being true to yourself and others. The Daniels belief in “authentically living your values” supports the University of Denver brand’s “real” personality attribute. It also embraces the importance of living with purpose.
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And Promises To
Inspire and develop talented business leaders who act with courage and conviction The Daniels promise captures the essence of “catalyst” while defining the type of “purposeful lives” we seek to inspire. |
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DU’s Brand Positioning & Daniels Proof Points IGNITED BY A PERSONALIZED EDUCATIONAL JOURNEY
Collaborative Approach to Learning
Experiential Opportunities
The Daniels three areas of interdisciplinary collaboration—Ethics, Global and Entrepreneurship
Experiential learning that pressure-tests critical thinking and decision making throughout all programs, academic schools and departments
Faculty research, books, publications, consulting, etc.—advancing business knowledge through interdisciplinary collaboration
Internships, case competitions, projects, simulations and corporate visits
INSPIRED BY DENVER’S SPIRIT OF EXPLORATION AND OPENNESS
Local and Global Perspective
Culture and Tools for Creating Positive Impact
Global, Domestic and Local opportunities
Thriving with Rocky Mountain authenticity and optimism
Curriculum focusing on global impact: financial, cultural, environmental and regulatory
Pioneer and thought leader in ethics curriculum The inspiration of our namesake, Bill Daniels
DU’s Brand Positioning 16
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Daniels Proof Points
Daniels Expression of the DU Brand Personality DU BRAND ATTRIBUTE
Real Adventurous Smart Engaging
EXPRESSED AS
Daniels is Relentlessly Honest Daniels is Courageous Daniels is Sharp Daniels is Collaborative
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Because Daniels
Leads with
character AT THE UNIVERSITY OF DENVER’S DANIELS COLLEGE OF BUSINESS, we believe character defines the type of leader people will become. The decisions they will make. The boundaries they will challenge. And the lines they will dare to cross. We see the strongest leaders as those who harness the power of conviction and live the values that are already inside them. They use their heads and hearts in equal measure, which inspires our entire community to follow suit and lead boldly with relentless character. Every day, we use a hands-on approach to experiential learning because we too want to live by example—not just by talking and thinking, but also by doing. This is the place where integrity meets courage and undying optimism meets critical questioning, and as a result, it is where true potential can reach extraordinary heights. Now it is time to bring our University brand promise to life for Daniels. One of the best ways to illustrate our proof points is to tell the stories of the Daniels Pioneers who lead with character, act with courage, and authentically live their values. Stay tuned for our storytelling campaign, Daniels Pioneers: The Character of Business, which will show our brand in action through our alumni, students, faculty, staff and other stakeholders.
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The Importance to You Our brand is so much more than a logo and a set of colors. Our brand is the most tangible and focused manifestation of our organization’s mission, vision, values and business strategy. The brand serves as a guide for every member of the University of Denver community, inside our walls and out. It speaks to our history, our present and our aspirations for the future. It reminds us of who we are, what we value and who we hope to become. Our brand is both our external face and our internal heart. It is not just expressed in marketing materials, but in how we answer the phone, how we interact with all of our stakeholders and how we deliver on our commitments. Why strive for internal brand alignment? “We’ve invested millions in developing our brand… now it’s in the hands of our people.” —CEO, global fast food chain When we align together, we deliver a consistent experience at each and every brand touch point that our stakeholders meet. This builds a strong image and a trusted reputation. Research demonstrates that organizations with strong, consistent brands outperform their competitors. The quality of the experience our students, alumni, parents, donors and corporate partners receive here will be directly proportionate to how well the Daniels staff and faculty embody the Daniels Vision and live the Brand.
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Connect with the OCM Team: The Office of Communications and Marketing (OCM) works diligently to promote, uphold and convey the Daniels brand. Our team of talented communications and marketing professionals welcomes the opportunity to collaborate with you. Together, we will work to take your program and our College to new heights of success. Stephanie Brooks Associate Director stephanie.brooks@du.edu | 303.871.4599
Carly Neylan Assistant Director, Enrollment Marketing carly.neylan@du.edu | 303.871.4760
Kristina Edmunson PR Specialist/Writer kristina.edmunson@du.edu | 303.871.4815
Jackie Nguyen Enrollment Marketing Manager jackelyn.nguyen@du.edu | 303.871.2338
Deon Gillespie Proofreader deon.gillespie@du.edu | 303.871.3733
Jen Park Senior Director jennifer.park@du.edu | 303.871.7860
Jamie Gilmore College Events Manager jamie.gilmore@du.edu | 303.871.4056
Haven Smith Assistant Director, Engagement and Stewardship haven.smith@du.edu | 303.871.4517
Maria Lewis Office Manager maria.lewis@du.edu | 303.871.4142 Chris Lowery Assistant Director, Creative and Marketing Services chris.m.lowery@du.edu | 303.871.4860 Julie Lucas Assistant Director, Media and Public Relations julie.lucas@du.edu | 303.871.3379
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Jennifer Sparks Project Manager jennifer.sparks@du.edu | 303.871.4422 Tammy Sullivan Department Events Coordinator tamera.sullivan@du.edu | 303.871.3313 Jennifer Wetterlin Events Coordinator, Enrollment Marketing jennifer.wetterlin@du.edu | 303.871.3171