Processes for Marketing Steps
The university will utilize internal and external expertise to develop key messages.
Stage 1: Initial Message Development
Existing and new research, both quantitative and qualitative, will be gathered, analyzed and used in the creation of the identity platform. The University Relations department will spearhead the testing of various messages with focus groups that represent the university’s major constituents.
Initial messages will be formed in context of the following applications:
Message Themes:
The core messages that align university-wide communication. For example, “personal journey ”
Identity Statement:
A single paragraph that summarizes who UNC is, what it does, what it provides, and what its unique positioning is.
Elevator Statement:
A short, concise and compelling pitch that describes UNC and why people should engage with it.
Slogan:
A sharp and reflective phrase that keenly and creatively positions the university and describes its competitive difference. Visual application of the slogan to the university logo provides a core element of the university identity platform.
UNC DNA:
The one word, sentiment or thought that captures the essence of the university.
Stage 2: Implementation
After developing initial messages, a comprehensive integrated marketing and communication platform will be developed that includes visuals and communications mediums to be incorporated in all areas of the university.
Stage 3: Ongoing Assessment
To assess the effectiveness of the integrated marketing strategy, various benchmarks will be established within the areas of brand awareness, understanding and implementation. Top-level assessment will be conducted at approximately two-year intervals. Other benchmarks will be established and monitored on a monthly basis with respect to items including: admissions measurements, retention rates, alumni involvement, monetary donations, advertising response, website traffic, merchandise sales, etc.