Brenda Foster Partner, GCF Judy Phair President, Phair Advantage
Introduction
Overview Becoming the Business School of Tomorrow
Overview Becoming the Business School of Tomorrow A story of diversity
Overview Becoming the Business School of Tomorrow A story of diversity A top public urban business school
Overview Becoming the Business School of Tomorrow A story of diversity A top public urban business school The Driving Force of the MBA
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
Overview Creating the Fox of the Future
Overview Creating the Fox of the Future Toward an Effective Marketing, Branding, and Communications Campaign
Overview Creating the Fox of the Future Toward an Effective Marketing, Branding, and Communications Campaign Research findings
Overview Creating the Fox of the Future Toward an Effective Marketing, Branding, and Communications Campaign Research findings Challenges and opportunities
Overview Creating the Fox of the Future Toward an Effective Marketing, Branding, and Communications Campaign Research findings Challenges and opportunities Communications audit
Overview Creating the Fox of the Future Toward an Effective Marketing, Branding, and Communications Campaign Research findings Challenges and opportunities Communications audit Recommendations
Research Review Strengths
Research Review Strengths Diversity
Research Review Strengths Diversity Access and affordability
Research Review Strengths Diversity Access and affordability The city of Philadelphia
Research Review Strengths
Research Review Strengths Faculty
Research Review Strengths Faculty Facilities Alter Hall
Research Review Strengths Faculty Facilities Alter Hall Rankings and Temple reputation
Research Review Strengths
Research Review Strengths Enterprise Management Consulting Practice
Research Review Strengths Enterprise Management Consulting Practice International MBA, international scope
Research Review Strengths Enterprise Management Consulting Practice International MBA, international scope Undergraduate Honors Program
Research Review Strengths Enterprise Management Consulting Practice International MBA, international scope Undergraduate Honors Program Executive, part-time, online MBA programs
Research Review Strengths
Research Review Strengths Institutes and Centers
Research Review Strengths Institutes and Centers Innovation and Entrepreneurship Institute
Research Review Strengths Institutes and Centers Innovation and Entrepreneurship Institute Institute of Business Information and Technology (IBIT)
Research Review Strengths Institutes and Centers Innovation and Entrepreneurship Institute Institute of Business Information and Technology (IBIT) Center for Student Professional Development
Research Review Strengths
Research Review Strengths Student professional organizations
Research Review Strengths Student professional organizations Departmental advisory boards
Research Review Strengths Student professional organizations Departmental advisory boards Placement
Research Review Areas of Concern
Research Review Areas of Concern Lack of spirit/pride We don t know who we are.
Research Review Areas of Concern Lack of spirit/pride We don t know who we are. Alumni relations/communications
Research Review Areas of Concern Lack of spirit/pride We don t know who we are. Alumni relations/communications Customer service
Research Review Areas of Concern
Research Review Areas of Concern MBA career placement
Research Review Areas of Concern MBA career placement Inconsistencies for part-time MBA students
Research Review Areas of Concern MBA career placement Inconsistencies for part-time MBA students Limited visibility/outreach in the marketplace
Challenges and Opportunities Fox and the New Model for Business Education
Challenges and Opportunities Fox and the New Model for Business Education Fox and the City
Challenges and Opportunities Fox and the New Model for Business Education Fox and the City The Alumni Connection
Challenges and Opportunities Fox and the New Model for Business Education Fox and the City The Alumni Connection Strong Public Relations and Marketing Support
Developing the Brand: A Communications Audit Graduate and Undergraduate Print Materials General Comments
Developing the Brand: A Communications Audit Graduate and Undergraduate Print Materials General Comments Fox School of Business, Temple University
Developing the Brand: A Communications Audit Graduate and Undergraduate Print Materials General Comments Fox School of Business, Temple University Highlight Philadelphia
Developing the Brand: A Communications Audit Graduate and Undergraduate Print Materials General Comments Fox School of Business, Temple University Highlight Philadelphia Avoid generic descriptors
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
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
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
Developing the Brand: A Communications Audit Graduate and Undergraduate Print Materials General Comments
Developing the Brand: A Communications Audit Graduate and Undergraduate Print Materials General Comments Standardize Temple red
Developing the Brand: A Communications Audit Graduate and Undergraduate Print Materials General Comments Standardize Temple red Design within two or three standard sizes
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
Developing the Brand: A Communications Audit Graduate and Undergraduate Print Materials
Developing the Brand: A Communications Audit Graduate and Undergraduate Print Materials MBA programs brochure
Developing the Brand: A Communications Audit Graduate and Undergraduate Print Materials MBA programs brochure Answer critical audience questions
Developing the Brand: A Communications Audit Graduate and Undergraduate Print Materials MBA programs brochure Answer critical audience questions Focus on Fox advantages and differentiators
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
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
Developing the Brand: A Communications Audit Graduate and Undergraduate Print Materials
Developing the Brand: A Communications Audit Graduate and Undergraduate Print Materials Website
Developing the Brand: A Communications Audit Graduate and Undergraduate Print Materials Website Know what your audience wants
Developing the Brand: A Communications Audit Graduate and Undergraduate Print Materials Website Know what your audience wants Reduce links
Developing the Brand: A Communications Audit Graduate and Undergraduate Print Materials Website Know what your audience wants Reduce links Provide clear differentiation from competitors
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
Developing the Brand: A Communications Audit Graduate and Undergraduate Print Materials Website
Developing the Brand: A Communications Audit Graduate and Undergraduate Print Materials Website Utilize Philadelphia
Developing the Brand: A Communications Audit Graduate and Undergraduate Print Materials Website Utilize Philadelphia Make red consistent
Developing the Brand: A Communications Audit Graduate and Undergraduate Print Materials Website Utilize Philadelphia Make red consistent Use consistent vertical or horizontal template
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
Developing the Brand: A Communications Audit Alumni, Donors, Opinion Leaders
Developing the Brand: A Communications Audit Alumni, Donors, Opinion Leaders Engage alumni with outward focus to build pride
Developing the Brand: A Communications Audit Alumni, Donors, Opinion Leaders Engage alumni with outward focus to build pride Eliminate The Alumni Update Newsletter
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
Developing the Brand: A Communications Audit Alumni, Donors, Opinion Leaders
Developing the Brand: A Communications Audit Alumni, Donors, Opinion Leaders Improve Leaders in Research postcard series
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
Developing the Brand: A Communications Audit Employers
Developing the Brand: A Communications Audit Employers Enterprise Management Consulting Practice brochure
Developing the Brand: A Communications Audit Employers Enterprise Management Consulting Practice brochure A good beginning
Developing the Brand: A Communications Audit Employers Enterprise Management Consulting Practice brochure A good beginning Less text
Developing the Brand: A Communications Audit Employers Enterprise Management Consulting Practice brochure A good beginning Less text More emphasis on Clients and Outcomes
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
Developing the Brand: A Communications Audit Internal Audiences
Developing the Brand: A Communications Audit Internal Audiences Build pride with print and/or email newsletter
Developing the Brand: A Communications Audit Internal Audiences Build pride with print and/or email newsletter Research accomplishments
Developing the Brand: A Communications Audit Internal Audiences Build pride with print and/or email newsletter Research accomplishments Student, faculty, staff achievements
Developing the Brand: A Communications Audit Internal Audiences Build pride with print and/or email newsletter Research accomplishments Student, faculty, staff achievements LinkedIn
Developing the Brand: A Communications Audit Internal Audiences Build pride with print and/or email newsletter Research accomplishments Student, faculty, staff achievements LinkedIn Appropriate link for Fox
Developing the Brand: A Communications Audit Internal Audiences Build pride with print and/or email newsletter Research accomplishments Student, faculty, staff achievements LinkedIn Appropriate link for Fox Counsel for students on electronic resume writing
Recommendations The New Fox Brand
Recommendations The New Fox Brand Regional, national, global position for a new breed of business student
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
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
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
Recommendations Market Position and Core Messages
Recommendations Market Position and Core Messages Build an identity and theme that recognizes:
Recommendations Market Position and Core Messages Build an identity and theme that recognizes: Rich ethnic and international student diversity
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
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
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
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
Recommendations Key Brand Messages
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.
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.
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.
Recommendations Key Brand Messages Fox graduates are ready for the workplace of today and tomorrow, at home and around the world.
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.
Recommendations Channels of Communication
Recommendations Channels of Communication Match audience needs with most effective communication forms to:
Recommendations Channels of Communication Match audience needs with most effective communication forms to: Attract quality students to all Fox degree programs
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
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
Recommendations Channels of Communication Match audience needs with most effective communication forms to:
Recommendations Channels of Communication Match audience needs with most effective communication forms to: Raise positive awareness/recognition as leading urban business school
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
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
Recommendations A Unifying Graphic Brand Mark and Core Messaging Platforms
Recommendations A Unifying Graphic Brand Mark and Core Messaging Platforms Reinforce Fox value proposition
Recommendations A Unifying Graphic Brand Mark and Core Messaging Platforms Reinforce Fox value proposition Differentiate Fox from competitors
Recommendations A Unifying Graphic Brand Mark and Core Messaging Platforms Reinforce Fox value proposition Differentiate Fox from competitors Enable Fox to claim its territory
Fox School of Business Design presentation
Recommendations Proposed Actions
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.
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.
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.
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.
Recommendations Proposed Actions Develop internal communications plan.
Recommendations Proposed Actions Develop internal communications plan. Collaborate with Fox admission teams on best mix of recruitment brochures; design and produce top-level publications.
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).
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.
Recommendations Proposed Actions Design, produce alumni magazine, print and online versions.
Additional Thoughts
Additional Thoughts 1. Offer more opportunities for Dean Porat to meet with students, alumni, corporate executives.
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.
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.
Additional Thoughts 4. Who is the Fox student? Highlight the many facets of the Fox student.
Additional Thoughts 4. Who is the Fox student? Highlight the many facets of the Fox student. 5. Address reasonable student concerns.
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.
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.
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.
Thank you Brenda Foster Judy Phair