Chapter 5 Integration of the Brand across the Institution Flashcards
What does integration involve according to Larry Lauer?
Pursuing common goals in ways that combine and coordinate unit strengths and individual talents.
This integration brings personal satisfaction and energizes the institution.
What is the significance of launching a strategy publicly through a creative expression?
It is a beginning, not an end, and the full value is realized when the strategy comes to life in decisions and experiences.
This includes reinforcing the institution’s differentiated position among competitors.
What are the four Ps in marketing?
- Price
- Product
- Place
- Promotion
Three of these Ps relate to making decisions that reflect the institution’s essence.
How can pricing strategies reinforce a brand strategy?
By differentiating from competitors and reinforcing desired associations, particularly in terms of enrollment.
Examples include tuition payment plans and income share agreements.
What decision about product can reinforce an institution’s brand?
Offering new academic programs or services that align with the institution’s mission and strategy.
This can include developing interdisciplinary programs based on historical strengths.
What role does place play in reinforcing brand position?
Creating access to programs and services for targeted markets, including physical locations and virtual offerings.
Examples include new campuses or online programs.
What is the fourth P in marketing?
Effective Promotion through Integrated Marketing Communication.
This involves delivering and reinforcing messages to develop awareness and loyalty.
What is the benefit of integrated communication for stakeholders?
It leverages previous investments, builds on them, and delivers greater value than isolated communication.
This approach helps in achieving common goals and reinforcing brand associations.
Why is it important for every department to align communication efforts?
To create synergy and maximize the impact of communication investments.
This avoids confusion and inefficiency in messaging.
What are some examples of communication efforts that can be integrated?
- Advancement
- Athletics
- Community Relations
- Enrollment
- Government Relations
- Human Resources
- Internal Communication
- Media and Public Relations
- Parent and Family Relations
- Research and Scholarship
Each area can benefit from aligned messaging and strategy.
What challenges exist in integrating communication in institutions?
Decentralized responsibility, turf wars among departments, and lack of coordination can cause confusion and lost opportunities.
Particularly prevalent in professional schools with established brands.
What is the role of the CMO in brand integration?
To ensure that brand equity is built in both the institution and the academic unit, using appropriate tools and strategies.
This may involve the president to influence stakeholders.
What should not be assumed about brand equity in integration?
It is not a zero-sum game; many shared characteristics can enhance integration rather than diminish individual brand strength.
This perspective encourages collaboration among different units.
What has lagged behind in the academic culture compared to other sectors?
The culture of autonomy and decentralization in communication strategies.
Other sectors have adopted integrated platform strategies for better customer experience.
What expectations do students bring from their experiences with companies like Amazon?
They expect integrated service and personalized communication in their educational experiences.
This reflects the need for institutions to adapt to consumer expectations.
What is the importance of in-time service and personalized communication?
Anticipating customer needs through analytics and integrating the customer experience across all parts of the company.
Which companies have shaped expectations for integrated platform strategies?
Amazon, Uber, Airbnb, and the New York Times.
What is a key responsibility of leaders in adapting to customer expectations?
Preparing the people and culture of their institutions for disruptions introduced by new expectations.
What is the shared leadership responsibility regarding brand representation?
Guiding brand representation primarily by strategy and best practice, not individual preferences.
What can happen if independent power users of the brand engage in turf wars?
It can inhibit the shared goal of increasing support for institutional goals.
What tools can facilitate greater integration of brand communication?
Leadership modeling, brand architecture, audience focus and segmentation, message map, and content strategy.
Who is primarily responsible for coordinating integration of marketing communication?
The CMO (Chief Marketing Officer).
What role does the president play in brand integration?
The president must model integration and set expectations for the rest of the team.
What is brand architecture?
It describes the relationship of parts of the institution using the brand.
