Branding and university strategic planning (a policy maker s approach) Prof. Jean-Pierre De Greve Vrije Universiteit Brussel jpdgreve@vub.ac.be Conflict? Strategic Plan Developing changes Branding Creating expectations 2
Where both meet Strategic Plan Creating adapted expectations towards outcomes Branding 3 Strategic planning is about realizing prioritized changes, brandingis about confirming attractive characteristics. But both are processes that require an organization-wide approach. Interaction is necessary during development. 4
The difference Branding = goal-oriented PR strategy But goal branding may differ from goals in strategic plans 5 Strategic plan Based on mission+vision+goals+swot A clear line with branding in the mission: Significance, for whom? Describes amongst others products and services that will be provided Present Situation Future Situation 6
Related branding problems Present Situation Future Situation Same identity? Major changes? Same stakeholders? Timeline! 7 Examples of missions The mission of the University of Cambridge is to contribute to society through the pursuit of education, learning, and research at the highest international levels of excellence. Uppsala, Sweden: To establish and operate large-scale platforms targeted to the needs of the life sciences and medical research communities. To utilize our strengths in skills, techniques, reagents and research materials to establish innovative approaches with broad potential applications. To cooperate closely with other major research initiatives that have complementary areas of interest. 8
Cornell is a private, Ivy League university and the land-grant university for New York State. Cornell's mission is to discover, preserve, and disseminate knowledge; produce creative work; and promote a culture of broad inquiry throughout and beyond the Cornell community. Cornell also aims, through public service, to enhance the lives and livelihoods of our students, the peopleof New York, and others around the world. Our faculty, students, alumni, and staff strive toward these objectives in a context of freedom with responsibility. We foster initiative, integrity, and excellence, in an environment of collegiality, civility, and responsible stewardship. As the landgrant university for the state of New York, we apply the resultsof our endeavors in service to our alumni, the community, the state, the nation, and the world. 9 The Vrije Universiteit Brussel is an internationally oriented university in Brussels, the heart of Europe. By delivering high-level researchand tailored education, the VUB wants to contribute actively and engagedto a better society. 10
11 Branding inside the strategic plan? A case in point: 11 priorities, strategic plan 2012-2016 VUB Sustainable and healthy financial structure Increase of study progress and success rate Investing in marketing and recruitment A strong student policy A strong alumni policy Inspiring, tailored quality education Excellent research in collaboration with externals and renewed attention for valorisation Strengthening the position as international university Attract talent, develop and valorise it Optimalisation of collaboration with strategic partners Investment in a green campus 12
Observations 1. Sustainable and healthy financial structure : Include this in branding? If so, how do you organize the branding of it? 2. A strong student policy and A strong alumni policy : Different priorities address different publics. 3. Excellent research and Inspiring, tailored quality education : Different priorities involve different stakeholders. 13 SWOT Strengths, Weaknesses, Opportunities, Threats. In strategic planning the SWOT analysis plays an important role 14
The follow up on the SWOT analysis Opportunities Threats Strenghts Weaknesses To be used/to be invested in Combination can lead to an advantage Improvements that turn weaknesses into strengths Combination requires an improvement strategy Defending the organisation Combination requires a defensive strategy Elimination, stopping activities Combination should result in a strategic exit 15 Implications for branding Strenghts + Threats : Defensive strategy Strengths + Opportunities: Advantages Weakness + Opportunities: Improvement strategy Weakness + Threats: Strategic exit All provoke changes in branding 16
Conclusion Branding and strategic planning: NOT The chicken or the egg? BUT The chicken AND the egg! 17