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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