NYU Stern School of Business Brand Strategy Presentation December 2, 2004

1. NYU Stern School of Business Brand Strategy Presentation December 2, 2004

2. Stern’s Key Strategic & Brand Objectives According to Stern’s Administrative Leaders: • Secure a place among the world’s top five business schools within a decade • Deliver the highest quality business education on the forefront of management thought and practice • Maintain an enduring, mutually enriching and intellectually stimulating relationship with alumni and community of thought leaders worldwide • Redefine the business school competitive set and become the dominant institution in the category • Develop a distinct and compelling brand identity that will set Stern apart from its peers

3. Loyalty/Reputation Brand Promise + Delivery = Acquisition Infrastructure(Go To Market Strategy) Retention • Marketing • Messages • Collateral • Programs • Services • People • Systems • Alumni giving & participation • Recruiter opinion • Ranking Breeds Acquisition Brand Strategy Equation

4. Methodology: Internal Audit conducted by Dig Faculty/Administrator Interviews Bruce Buchanan Sam Craig Thomas Cooley Kim Corfman Richard Freedman Gary Fraser Kerry Kruckel Gibbs Joanne Hvala Halina Karachuk Suzette Lemson Rosemary Mathewson Elizabeth Morrison Julia Min Marco Protano Anthony Saunders Joel Steckel Russell Winer Eitan Zemel Focus Groups Current Students (Langone) Current Students (Full-time) Alumni Online Student Survey Included 420 students from Part-Time and Full-Time Programs Materials Reviewed Strategic Planning Documents Internal Communications Vehicle Review Information Session Video and Presentation Advertising Campaigns External Communications Vehicle Audit Stern Newspaper / Stern Business Admissions Tracking / Satisfaction Studies Comprehensive Collateral Review Publication Rankings (BW, WSJ, FT, etc.) Previous Focus Group/Survey Results

5. Methodology: External Audit conducted by Dig Recruiter Interviews Citigroup McKinsey & Company Merrill Lynch Deloitte Consulting McGraw-Hill NYU Interviews Professor Norman Dorsen - Law School Information Session Attendance Chicago Fuqua Columbia Wharton Materials Reviewed Publication Rankings (BW, WSJ, FT, Econ.) WSJ Guide to Top Business Schools The Best Business Schools (BW) Which MBA? (Economist) Competitor Alumni Interviews MBA Insider (BW Online) Competitor Collateral & Web Site Review Mystery Shopping Desktop Research (e.g., Business 2.0, WSJ) GMAC Research

6. Business School Cost of Entry • Top business schools are using identical tactics to stay competitive Recruiting the most promising faculty Strength across disciplines Attracting top students Developing strong, ongoing relationships with alumni Building relationships with prestigious recruiters Competitive endowment • Key Stern competitors are employing these tactics, as they are the “cost of entry” to be considered a top school • Success in any of these areas cannot be “owned” by Stern. • Top business schools leverage these and position on other differentiators.

7. Blueprint for a Top 5 Business School Brand Unique Elements • Functional area leadership • School experience • Outcome Differentiated Compelling • Great faculty • Thought leadership • Teaching • Consistency of student talent • Strength across disciplines • Robust recruiting relationships • Engaged and developed alumni network • Competitive endowment Relevant Credible Sustainable Cost of Entry Elements • Stern needs to level the playing field on cost of entry requirements to compete. • We should differentiate on an experience that is grounded in an outcome, as opposed to an experience for its own sake.

8. 1 2 Why Business School? Which Business School? • Location • Reputation • Career options • Networking • Education quality • Community/fit • Self-image • Career change & enhancement • Broaden skill set • Networking • Job placement Student Motivations—Understanding the Levers Which Business School? • The Stern brand must tap both rational and emotional motivations.

9. Influencing the Decision Process: Touchpoints • Location: Where do I want to go to business school? • Stern’s Opportunity: Sell the benefits of pursuing an MBA in NYC to increase applicant pool • If New York: Which school? • Stern’s Opportunity: Position the Stern MBA experience as one that leverages New York City, which leads to the delivery of the best outcome (short-and long-term)

10. 1 2 Which Business School? • Strategic thinking and analytical skills • Previous relevant work experience • Leadership potential • Advanced business education • Pre-screened • Reputation • Internal Alumni support • Location • Past recruiting experience Recruiter Motivations—Understanding the Levers Which Business School? Why MBAs? • The Stern brand must encompass the “MBA brand” while differentiating itself to deliver added value for recruiters.

11. Stern’s Brand Identity: In and of New York A one-of-a-kind experience, characterized by active engagement with NYC, that delivers on outcome during your time at Stern, right after graduation and for a lifetime. A brand identity infused with a sense of community, realism and dynamism that you can only get in NYC at NYU Stern.

12. Value Propositions/Positioning • For prospective/current students: • NYU Stern is the only elite business school that delivers both the unmatched educational and career benefits of New York and a community-oriented experience that creates leaders, team players and a network for life. • For recruiters: • NYU Stern is the only elite business school delivering “street smart” leaders with exceptional interpersonal skills who offer both MBA knowledge from the classroom and real-world expertise from the New York learning experience.

13. In & Of New York REALISM COMMUNITY DYNAMISM Stern Today: The Student Perspective • Characteristics • Integrated theory & application • Street smart & book smart • Global consciousness • Benefits • Real-world, higher-level knowledge & skills • Global perspective • Reasons to Believe • Case studies (Met, Mets) • SCC, IDP • CEO Series, Lunch Series • Passport Day • Student conferences • Adjunct faculty/guest speakers • International programs • Finance strength • Diverse student body • Characteristics • Forward-looking & progressive • Business thought-leadership • Not complacent; no laurels • High energy & fun • Benefits • Cutting edge knowledge • Leadership skills • Reasons to Believe • NYC Initiatives • Nobel Laureate • CCWP • Stern faculty in the news • Game theory course • Langone calendar • Characteristics • Connected with business world • Connected with each other • School = partnership • Supportive community • Benefits • Lifelong network & career support • A voice that’s valued • Reasons to Believe • Networking events • Mentorship (IDP, CAP, STAMP) • CCWP

14. In & Of New York REALISM COMMUNITY DYNAMISM Stern Today: The Student Perspective • Characteristics • Integrated theory & application • Street smart & book smart • Global consciousness • Benefits • Real-world, higher-level knowledge & skills • Global perspective • Prove the Claim: Needs • Institutionalize/build volume • Unique partnerships w/NY businesses • NY-focused case studies • First-rate speakers bureau • Global activities • Strengthen non-finance areas • Characteristics • Forward-looking & progressive • Business thought-leadership • Not complacent; no laurels • High energy & fun • Benefits • Cutting edge knowledge • Leadership skills • Prove the Claim: Needs • Methods/systems of adapting to challenging environment • Proactivity • More high visibility scholars • More new programs • More courses on hot issues • More high profile speakers • Leadership development • Characteristics • Connected with business world • Connected with each other • School = partnership • Supportive community • Benefits • Lifelong network & career support • A voice that’s valued • Prove the Claim: Needs • More faculty/student interaction • Alumni outreach programs • Raise awareness/showcase value of network • Greater sense of joint responsibility

15. In & Of New York REALISM COMMUNITY DYNAMISM Stern Today: The Recruiter Perspective • Characteristics • Integrated theory & application • Balance of street smart & book smart • Global exposure • Benefits • Leader & team player in one • MBA + real-world savvy • Interaction with business leaders • Global perspective • Reasons to Believe • Case studies (Met, Mets) • SCC, IDP • International Treks • Additional staff to support international objectives • Characteristics • Progressive environment • Business thought-leadership • Constantly evolving • Benefits • Students with cutting edge knowledge & creativity • Innovative services • Reasons to Believe • Career Development Program • Prominent faculty • Characteristics • Connected with business world • Collaborative environment • Corporate partnership with school • Benefits • Service-oriented office • Supportive community • Opportunities to interact with students • Students with established networks • Students who know renowned experts • Students who work well in teams • Reasons to Believe • Mentorship programs • CCWP • Networking events

16. In & Of New York REALISM COMMUNITY DYNAMISM Stern Today: The Recruiter Perspective • Characteristics • Integrated theory & application • Balance of street smart & book smart • Global exposure • Benefits • Leader & team player in one • MBA + real-world savvy • Interaction with business leaders • Global perspective • Prove the Claim: Needs • Consistent quality • Proactive & prepared • Strong communication skills • Higher level of confidence • Characteristics • Progressive environment • Business thought-leadership • Constantly evolving • Benefits • Students with cutting edge knowledge & creativity • Innovative services • Prove the Claim: Needs • Strong communication skills • Higher level of confidence • Characteristics • Connected with business world • Collaborative environment • Corporate partnership with school • Benefits • Service-oriented office • Supportive community • Opportunities to interact with students • Students with established networks • Students who know renowned experts • Students who work well in teams • Prove the Claim: Needs • “Stern promoters” • Networking skills • Greater use of networks

17. Moments of Truth • To support the brand promise, “In and of New York,” Stern must infuse the NYC experience into everything that is Stern — from the curriculum, to faculty research to career opportunities — to create a differentiated and sought after Stern experience that delivers on outcome. • We need to assess how we’re already delivering on the brand — and how we’re not — and foster consensus and commitment toward creating new initiatives to strengthen the Stern brand.