VRIJE UNIVERSITEIT BRUSSEL
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1 VRIJE UNIVERSITEIT BRUSSEL ANN VAN DRIESSCHE ROB VANDEREYCKEN
2 VUB HISTORY
3 VUB TODAY almost students 21% international students 127 nationalities 29 BA 75 MA 22 MA-after-MA- 16 PG- programmes of which 40 are taught in English EMPLOYABILITY, CREATIVITY AND ENTREPRENEURSHIP
4 VUB TODAY million EUR 94 million EUR 18 million EUR > 120 employees turnover research spin-offs patents & pending
5 BRAND TODAY DIT IS DE VUB VANDAAG 1
6 COSMETIC ISSUE? Logo not accepted by full community Outdated style guide & free interpretations all around People choose their way, NOT with VUB VUB monolithic branding strategy
7 BRANDING ISSUE! Brand connection seems to be strong. Brand promise and marcom offering is creating conflicts. Lack of brand vision and strategy is a catalyst for constant discussion!
8 REINVENT THE BRAND WHAT is VUB and HOW does it show? Do we need to talk more about humanism and freedom without dogmas? Should we prioritize our work in de-criminalizing abortion, euthanasia, or fertility studies? Are we all about Brussels, diversity and internationalization, or gender equality? We need to define relevant matters and views. We need to involve the VUB community!
9 REINVENT THE BRAND MORE IMPORTANT: Why VUB? VUB, for rebels with a cause VUB Experience: Dream, Think, Do!
10 ROADMAP We wanted to change the marketing & communications In order to: 1. Redefine the identity 2. Develop a USP 3. Involve the VUB community 4. Create more relevant communication using authentic stories 5. Introduce a brandstrategy 6. Reshape the visual identity = Make the brand strong
11 ROADMAP JUNE The game changer New marketing strategy, validated by Board. VUB to develop Life Experience programmes Test case: We are Paris, climate summit
12 DREAM, THINK, DO! GAME CHANGER? Student Researcher Student Manager Student council association... Student Global citizen Erasmus projects Aid street children UN student contests... Student Brussels Builder Social projects Cultural projects... VUB experience Student entrepreneur Trade missions Create musical Booth camps... Student Tutor guide buddy Skills lab...
13 THE VUB EXPERIENCE Programmes Olympic minimum Student Services VUB Experience Student Brussels Associations Communication client centric
14 ROADMAP SEPTEMBER No guts, No story Content marketing is introduced, using We are Paris New ways in communicating stories instead of news New visual style in VUBToday site & VUB2020 campaign VUB 500 test panel, start involving the community
15
16 ALL YOU NEED IS LOVE
17 TRADITIONAL PUBLICITY CONTENT MARKETING INTERRUPS GIVES VALUABLE INFORMATION 3 FATAL FLAWS ADVANTAGES
18 YOUR CUSTOMERS INTERESTS, PASSIONS, WANTS, NEEDS & CONCERNS THE SWEET SPOT YOUR BRAND S PROMISE, OFFERING, PRODUCT, SERVICE, AND MESSAGING
19
20 WE ARE PARIS
21 ROADMAP FEBRUARY Community Marketing Participation New style (Online & Offline) is pitched with community. Survey and focus groups on branding/identity MAY-JUNE We are VUB! VUB wide conference on Dies Natalis on conclusions Sign off on new style & logo exercise by the Board
22 ... We are VUB! Inspire. Create community involvement! - Belgian Press story on VUB identity search - Online survey with 3032 participants - Interviews with approx. 200 participants - Pitch the branding exercise on all VUB levels - Interactive VUB congress on Dies Natalis! VUB Congress: invites? - On campus: pop-up photo booth, flyering, e-screens, bannering, Rector (elect)helps. - Web & Social media (Twitter, FB, Youtube) - DM campaigns (online/offline) to students, staff, alumni, business and political contacts
23 ... We are VUB!
24 10x10 = 100% VUB 758 participants! 10 inspiring cases on VUB identity, passion and particles. Complementary food, drinks and VUB fun. NEXT: 30 june: board decides on restyling & logo
25 ROADMAP SEPTEMBER 2016 Co-create at VUB Launch central institution and programmes in new Style Workshops in-depth implementation on all levels
26 SNEAK PREVIEW 2016
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