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Strategic Branding for Student Organizations: A Guide to Success

This presentation covers the importance of advertising and branding for student organizations, lessons learned, and tips for success. It explores the formal business paradigm and the unique needs of student groups in developing and promoting their brand.

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Strategic Branding for Student Organizations: A Guide to Success

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  1. Kate Grubb Clark Loyola College in Maryland Assistant Director—Student Activities/Program Coordinator—OPTIONS 410-617-2132|kgrubbclark@loyola.edu Patrick DePuydt Loyola College in Maryland Senior Creative—Center for Community Service and Justice Executive Board Graphic Designer—GreyComm Studios prdepuydt@loyola.edu

  2. Goals of Presentation • Objectives of Advertising • Importance of Branding • Mission, Vision and Brand • The Branding Process • Advertising Student Organizations • Lessons Learned • Tips for Student Organizations

  3. Provide context of why advertising and branding are important for student organizations • Provide lessons learned from student organizations at Loyola College

  4. Formal/Business Paradigm • “…creating awareness, aiding comprehension, developing conviction, and encouraging ordering” (Peter & Donnelly, Jr., 2003, p.123) • Student Organization Paradigm • What are the goals of advertising for student organizations? • How would you interpret this statement for your student organization?

  5. Formal/Business Definition of Brand • “Name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of others sellers” (Peter & Donnelly Jr., 2003, p. 96) • Brand is Like Gasoline—A Metaphor • Student Organization Paradigm • How would you revise the words in this statement to fit student organizations? • Why do you think branding is important for student organizations

  6. Mission Statements vs. Vision Statements • Mission Statement—Present • “enduring statements of purpose that distinguish one (organization) from other similar (organizations)…describes the values and priorities of an organization.” (David, 2007, p. 11) • Vision Statement—Future • “What do we want to become?” (David, 2007, p. 11)

  7. Mission and/or Vision should be the driving force of brand development • Brand should reflect… • The core of your mission/vision for the organization • What is unique about your organization

  8. Development/Redevelopment of Your Brand • Creation of a visual representation of what is unique about your organization • Branding Process • Consistency, consistency, consistency • 3 Laws of Branding

  9. Advertising and Brand are Your “Packaging” (Adapted from Peter & Donnelly, Jr., 2003, p. 97) • 3 Key Questions • Who? • How? • Where? (Adapted from Peter & Donnelly, Jr., 2003, p. 19 & 250)

  10. Branding and Advertising Lessons Learned • Relay For Life • Late Night • Center for Community Service and Justice • OPTIONS • Other Lessons Learned • Follow your posting policies • Collaborate

  11. Success Comes from Consistency • Innovative Ways to Advertise your Brand

  12. Heath, C. & Heath, D. (2008). Made to stick. New York: Random House. p. 9. • Peter, J.P., & Donnelly Jr., J.H. (2003). A preface to marketing management (9th Ed.). New York: McGraw-Hill. p. 19, 96, 97, 123 & 250. • David, F.R. (2007). Strategic management: concepts (11th Ed.). Upper Saddle River, New Jersey: Pearson Education Prentice Hall. p. 11.

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