Brenda Foster. Judy Phair. Partner, GCF. President, Phair Advantage

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1 Brenda Foster Partner, GCF Judy Phair President, Phair Advantage

2 Introduction

3 Overview Becoming the Business School of Tomorrow

4 Overview Becoming the Business School of Tomorrow A story of diversity

5 Overview Becoming the Business School of Tomorrow A story of diversity A top public urban business school

6 Overview Becoming the Business School of Tomorrow A story of diversity A top public urban business school The Driving Force of the MBA

7 Overview Becoming the Business School of Tomorrow A story of diversity A top public urban business school The Driving Force of the MBA The Local Challenge

8 Overview Creating the Fox of the Future

9 Overview Creating the Fox of the Future Toward an Effective Marketing, Branding, and Communications Campaign

10 Overview Creating the Fox of the Future Toward an Effective Marketing, Branding, and Communications Campaign Research findings

11 Overview Creating the Fox of the Future Toward an Effective Marketing, Branding, and Communications Campaign Research findings Challenges and opportunities

12 Overview Creating the Fox of the Future Toward an Effective Marketing, Branding, and Communications Campaign Research findings Challenges and opportunities Communications audit

13 Overview Creating the Fox of the Future Toward an Effective Marketing, Branding, and Communications Campaign Research findings Challenges and opportunities Communications audit Recommendations

14 Research Review Strengths

15 Research Review Strengths Diversity

16 Research Review Strengths Diversity Access and affordability

17 Research Review Strengths Diversity Access and affordability The city of Philadelphia

18 Research Review Strengths

19 Research Review Strengths Faculty

20 Research Review Strengths Faculty Facilities Alter Hall

21 Research Review Strengths Faculty Facilities Alter Hall Rankings and Temple reputation

22 Research Review Strengths

23 Research Review Strengths Enterprise Management Consulting Practice

24 Research Review Strengths Enterprise Management Consulting Practice International MBA, international scope

25 Research Review Strengths Enterprise Management Consulting Practice International MBA, international scope Undergraduate Honors Program

26 Research Review Strengths Enterprise Management Consulting Practice International MBA, international scope Undergraduate Honors Program Executive, part-time, online MBA programs

27 Research Review Strengths

28 Research Review Strengths Institutes and Centers

29 Research Review Strengths Institutes and Centers Innovation and Entrepreneurship Institute

30 Research Review Strengths Institutes and Centers Innovation and Entrepreneurship Institute Institute of Business Information and Technology (IBIT)

31 Research Review Strengths Institutes and Centers Innovation and Entrepreneurship Institute Institute of Business Information and Technology (IBIT) Center for Student Professional Development

32 Research Review Strengths

33 Research Review Strengths Student professional organizations

34 Research Review Strengths Student professional organizations Departmental advisory boards

35 Research Review Strengths Student professional organizations Departmental advisory boards Placement

36 Research Review Areas of Concern

37 Research Review Areas of Concern Lack of spirit/pride We don t know who we are.

38 Research Review Areas of Concern Lack of spirit/pride We don t know who we are. Alumni relations/communications

39 Research Review Areas of Concern Lack of spirit/pride We don t know who we are. Alumni relations/communications Customer service

40 Research Review Areas of Concern

41 Research Review Areas of Concern MBA career placement

42 Research Review Areas of Concern MBA career placement Inconsistencies for part-time MBA students

43 Research Review Areas of Concern MBA career placement Inconsistencies for part-time MBA students Limited visibility/outreach in the marketplace

44 Challenges and Opportunities Fox and the New Model for Business Education

45 Challenges and Opportunities Fox and the New Model for Business Education Fox and the City

46 Challenges and Opportunities Fox and the New Model for Business Education Fox and the City The Alumni Connection

47 Challenges and Opportunities Fox and the New Model for Business Education Fox and the City The Alumni Connection Strong Public Relations and Marketing Support

48 Developing the Brand: A Communications Audit Graduate and Undergraduate Print Materials General Comments

49 Developing the Brand: A Communications Audit Graduate and Undergraduate Print Materials General Comments Fox School of Business, Temple University

50 Developing the Brand: A Communications Audit Graduate and Undergraduate Print Materials General Comments Fox School of Business, Temple University Highlight Philadelphia

51 Developing the Brand: A Communications Audit Graduate and Undergraduate Print Materials General Comments Fox School of Business, Temple University Highlight Philadelphia Avoid generic descriptors

52 Developing the Brand: A Communications Audit Graduate and Undergraduate Print Materials General Comments Fox School of Business, Temple University Highlight Philadelphia Avoid generic descriptors Excellence

53 Developing the Brand: A Communications Audit Graduate and Undergraduate Print Materials General Comments Fox School of Business, Temple University Highlight Philadelphia Avoid generic descriptors Excellence Global

54 Developing the Brand: A Communications Audit Graduate and Undergraduate Print Materials General Comments Fox School of Business, Temple University Highlight Philadelphia Avoid generic descriptors Excellence Global Fox Delivers

55 Developing the Brand: A Communications Audit Graduate and Undergraduate Print Materials General Comments

56 Developing the Brand: A Communications Audit Graduate and Undergraduate Print Materials General Comments Standardize Temple red

57 Developing the Brand: A Communications Audit Graduate and Undergraduate Print Materials General Comments Standardize Temple red Design within two or three standard sizes

58 Developing the Brand: A Communications Audit Graduate and Undergraduate Print Materials General Comments Standardize Temple red Design within two or three standard sizes Develop graphic standards manual

59 Developing the Brand: A Communications Audit Graduate and Undergraduate Print Materials

60 Developing the Brand: A Communications Audit Graduate and Undergraduate Print Materials MBA programs brochure

61 Developing the Brand: A Communications Audit Graduate and Undergraduate Print Materials MBA programs brochure Answer critical audience questions

62 Developing the Brand: A Communications Audit Graduate and Undergraduate Print Materials MBA programs brochure Answer critical audience questions Focus on Fox advantages and differentiators

63 Developing the Brand: A Communications Audit Graduate and Undergraduate Print Materials MBA programs brochure Answer critical audience questions Focus on Fox advantages and differentiators Full page spread on years one and two

64 Developing the Brand: A Communications Audit Graduate and Undergraduate Print Materials MBA programs brochure Answer critical audience questions Focus on Fox advantages and differentiators Full page spread on years one and two Detail key programs

65 Developing the Brand: A Communications Audit Graduate and Undergraduate Print Materials

66 Developing the Brand: A Communications Audit Graduate and Undergraduate Print Materials Website

67 Developing the Brand: A Communications Audit Graduate and Undergraduate Print Materials Website Know what your audience wants

68 Developing the Brand: A Communications Audit Graduate and Undergraduate Print Materials Website Know what your audience wants Reduce links

69 Developing the Brand: A Communications Audit Graduate and Undergraduate Print Materials Website Know what your audience wants Reduce links Provide clear differentiation from competitors

70 Developing the Brand: A Communications Audit Graduate and Undergraduate Print Materials Website Know what your audience wants Reduce links Provide clear differentiation from competitors Present Temple T logo as a signature

71 Developing the Brand: A Communications Audit Graduate and Undergraduate Print Materials Website

72 Developing the Brand: A Communications Audit Graduate and Undergraduate Print Materials Website Utilize Philadelphia

73 Developing the Brand: A Communications Audit Graduate and Undergraduate Print Materials Website Utilize Philadelphia Make red consistent

74 Developing the Brand: A Communications Audit Graduate and Undergraduate Print Materials Website Utilize Philadelphia Make red consistent Use consistent vertical or horizontal template

75 Developing the Brand: A Communications Audit Graduate and Undergraduate Print Materials Website Utilize Philadelphia Make red consistent Use consistent vertical or horizontal template Create more visually interesting homepage

76 Developing the Brand: A Communications Audit Alumni, Donors, Opinion Leaders

77 Developing the Brand: A Communications Audit Alumni, Donors, Opinion Leaders Engage alumni with outward focus to build pride

78 Developing the Brand: A Communications Audit Alumni, Donors, Opinion Leaders Engage alumni with outward focus to build pride Eliminate The Alumni Update Newsletter

79 Developing the Brand: A Communications Audit Alumni, Donors, Opinion Leaders Engage alumni with outward focus to build pride Eliminate The Alumni Update Newsletter Create semi-annual alumni magazine for both alumni and broader business community

80 Developing the Brand: A Communications Audit Alumni, Donors, Opinion Leaders

81 Developing the Brand: A Communications Audit Alumni, Donors, Opinion Leaders Improve Leaders in Research postcard series

82 Developing the Brand: A Communications Audit Alumni, Donors, Opinion Leaders Improve Leaders in Research postcard series Focus on Fox s real-world impact and innovative activities

83 Developing the Brand: A Communications Audit Employers

84 Developing the Brand: A Communications Audit Employers Enterprise Management Consulting Practice brochure

85 Developing the Brand: A Communications Audit Employers Enterprise Management Consulting Practice brochure A good beginning

86 Developing the Brand: A Communications Audit Employers Enterprise Management Consulting Practice brochure A good beginning Less text

87 Developing the Brand: A Communications Audit Employers Enterprise Management Consulting Practice brochure A good beginning Less text More emphasis on Clients and Outcomes

88 Developing the Brand: A Communications Audit Employers Enterprise Management Consulting Practice brochure A good beginning Less text More emphasis on Clients and Outcomes Make website vital first impression

89 Developing the Brand: A Communications Audit Internal Audiences

90 Developing the Brand: A Communications Audit Internal Audiences Build pride with print and/or newsletter

91 Developing the Brand: A Communications Audit Internal Audiences Build pride with print and/or newsletter Research accomplishments

92 Developing the Brand: A Communications Audit Internal Audiences Build pride with print and/or newsletter Research accomplishments Student, faculty, staff achievements

93 Developing the Brand: A Communications Audit Internal Audiences Build pride with print and/or newsletter Research accomplishments Student, faculty, staff achievements LinkedIn

94 Developing the Brand: A Communications Audit Internal Audiences Build pride with print and/or newsletter Research accomplishments Student, faculty, staff achievements LinkedIn Appropriate link for Fox

95 Developing the Brand: A Communications Audit Internal Audiences Build pride with print and/or newsletter Research accomplishments Student, faculty, staff achievements LinkedIn Appropriate link for Fox Counsel for students on electronic resume writing

96 Recommendations The New Fox Brand

97 Recommendations The New Fox Brand Regional, national, global position for a new breed of business student

98 Recommendations The New Fox Brand Regional, national, global position for a new breed of business student Research-based school of the future, anchored by access and affordability

99 Recommendations The New Fox Brand Regional, national, global position for a new breed of business student Research-based school of the future, anchored by access and affordability Complements and advances the university s brand/ aspirations

100 Recommendations The New Fox Brand Regional, national, global position for a new breed of business student Research-based school of the future, anchored by access and affordability Complements and advances the university s brand/ aspirations Resonates with primary internal/external audiences

101 Recommendations Market Position and Core Messages

102 Recommendations Market Position and Core Messages Build an identity and theme that recognizes:

103 Recommendations Market Position and Core Messages Build an identity and theme that recognizes: Rich ethnic and international student diversity

104 Recommendations Market Position and Core Messages Build an identity and theme that recognizes: Rich ethnic and international student diversity Size and scope of academic programs

105 Recommendations Market Position and Core Messages Build an identity and theme that recognizes: Rich ethnic and international student diversity Size and scope of academic programs Distinctive model for MBA education

106 Recommendations Market Position and Core Messages Build an identity and theme that recognizes: Rich ethnic and international student diversity Size and scope of academic programs Distinctive model for MBA education Alumni success

107 Recommendations Market Position and Core Messages Build an identity and theme that recognizes: Rich ethnic and international student diversity Size and scope of academic programs Distinctive model for MBA education Alumni success Strong history/connection with the city

108 Recommendations Key Brand Messages

109 Recommendations Key Brand Messages Diversity defines the Fox School of Business, from an international, multicultural student population to a wide spectrum of top-ranked degree programs meeting the needs of MBA, Ph.D., and undergraduate students in Philadelphia and around the world.

110 Recommendations Key Brand Messages One of the nation s leading public urban business schools, the Fox School offers unparalleled opportunities for career advancement and community engagement for students across a full range of graduate and undergraduate degree programs.

111 Recommendations Key Brand Messages The Fox School provides cutting-edge education for a new breed of MBA student career-focused, socially conscious, globally aware, technology savvy.

112 Recommendations Key Brand Messages Fox graduates are ready for the workplace of today and tomorrow, at home and around the world.

113 Recommendations Key Brand Messages Top-ranked business education that is accessible and affordable has been a hallmark of Fox School since its founding. Generations of Philadelphia business leaders have taken advantage of full-time and part-time programming that is tailored to their budgets and needs.

114 Recommendations Channels of Communication

115 Recommendations Channels of Communication Match audience needs with most effective communication forms to:

116 Recommendations Channels of Communication Match audience needs with most effective communication forms to: Attract quality students to all Fox degree programs

117 Recommendations Channels of Communication Match audience needs with most effective communication forms to: Attract quality students to all Fox degree programs Increase quantity of applicants for graduate programs

118 Recommendations Channels of Communication Match audience needs with most effective communication forms to: Attract quality students to all Fox degree programs Increase quantity of applicants for graduate programs Differentiate Fox from competitors through value proposition

119 Recommendations Channels of Communication Match audience needs with most effective communication forms to:

120 Recommendations Channels of Communication Match audience needs with most effective communication forms to: Raise positive awareness/recognition as leading urban business school

121 Recommendations Channels of Communication Match audience needs with most effective communication forms to: Raise positive awareness/recognition as leading urban business school Build alumni involvement, pride and support

122 Recommendations Channels of Communication Match audience needs with most effective communication forms to: Raise positive awareness/recognition as leading urban business school Build alumni involvement, pride and support Resonate with internal audiences, integrate with Temple brand

123 Recommendations A Unifying Graphic Brand Mark and Core Messaging Platforms

124 Recommendations A Unifying Graphic Brand Mark and Core Messaging Platforms Reinforce Fox value proposition

125 Recommendations A Unifying Graphic Brand Mark and Core Messaging Platforms Reinforce Fox value proposition Differentiate Fox from competitors

126 Recommendations A Unifying Graphic Brand Mark and Core Messaging Platforms Reinforce Fox value proposition Differentiate Fox from competitors Enable Fox to claim its territory

127 Fox School of Business Design presentation

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162 Recommendations Proposed Actions

163 Recommendations Proposed Actions Create a unifying graphic identity for the school and consistent messaging for print and electronic recruitment materials for all programs, as well as alumni and fund raising materials.

164 Recommendations Proposed Actions Create a unifying graphic identity for the school and consistent messaging for print and electronic recruitment materials for all programs, as well as alumni and fund raising materials. Prepare elevator speech for targeted audiences.

165 Recommendations Proposed Actions Create a unifying graphic identity for the school and consistent messaging for print and electronic recruitment materials for all programs, as well as alumni and fund raising materials. Prepare elevator speech for targeted audiences. Expand, enhance strategic advertising media plan.

166 Recommendations Proposed Actions Create a unifying graphic identity for the school and consistent messaging for print and electronic recruitment materials for all programs, as well as alumni and fund raising materials. Prepare elevator speech for targeted audiences. Expand, enhance strategic advertising media plan. Develop strategic media relations/ communications plan.

167 Recommendations Proposed Actions Develop internal communications plan.

168 Recommendations Proposed Actions Develop internal communications plan. Collaborate with Fox admission teams on best mix of recruitment brochures; design and produce top-level publications.

169 Recommendations Proposed Actions Develop internal communications plan Collaborate with Fox admission teams on best mix of recruitment brochures; design and produce top-level publications. Design, produce brochure cover templates (Fox generic, MBA, and undergraduate).

170 Recommendations Proposed Actions Develop internal communications plan Collaborate with Fox admission teams on best mix of recruitment brochures; design and produce top-level publications Design, produce brochure cover templates (Fox generic, MBA, and undergraduate) Design, produce strategic mix of collateral materials.

171 Recommendations Proposed Actions Design, produce alumni magazine, print and online versions.

172 Additional Thoughts

173 Additional Thoughts 1. Offer more opportunities for Dean Porat to meet with students, alumni, corporate executives.

174 Additional Thoughts 1. Offer more opportunities for Dean Porat to meet with students, alumni, corporate executives. 2. Market faculty backgrounds resonates more than research prominence with MBA students, undergraduates.

175 Additional Thoughts 1. Offer more opportunities for Dean Porat to meet with students, alumni, corporate executives. 2. Market faculty backgrounds resonates more than research prominence with MBA students, undergraduates. 3. Identify and consider directing marketing materials for MBA, International MBA, part-time MBA, and Online MBA programs to feeder employers.

176 Additional Thoughts 4. Who is the Fox student? Highlight the many facets of the Fox student.

177 Additional Thoughts 4. Who is the Fox student? Highlight the many facets of the Fox student. 5. Address reasonable student concerns.

178 Additional Thoughts 4. Who is the Fox student? Highlight the many facets of the Fox student. 5. Address reasonable student concerns. 6. Determine impact with potential students of 54 vs. 48 credit requirement for MBA programs.

179 Additional Thoughts 4. Who is the Fox student? Highlight the many facets of the Fox student. 5. Address reasonable student concerns. 6. Determine impact with potential students of 54 vs. 48 credit requirement for MBA programs. 7. Speak about ranking selectively.

180 Additional Thoughts 4. Who is the Fox student? Highlight the many facets of the Fox student. 5. Address reasonable student concerns. 6. Determine impact with potential students of 54 vs. 48 credit requirement for MBA programs. 7. Speak about ranking selectively. 8. Consider repositioning some courses to heighten cutting edge appeal.

181 Thank you Brenda Foster Judy Phair

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