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UTA Communication Brand Analysis
- 2. *AGENDA Key Issues Communication Industry Competitive Landscape Target Audience Strategy Brand Key Insight 2
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- 4. EXTERNAL COMPETITION Local competitor programs These are programs that students commonly ask about, in terms of how UTA differs and why they should come to UTA Dept. of Comm. instead of going to these larger, “well known” schools. Students are drawn to older programs at universities with established brands in both public and private venues The differentiating factors need to be clarified and communicated to target audiences. Faculty consider UNT and TCU as our main competitors based on programs Students consider UT and Baylor main competitors based on reputation 4
- 5. INTERNAL COMPETITION Local competitor programs Dept. of Comm. as “backup” major After trying other majors Communication considered common and easy because of broad nature University primarily focuses on hard sciences in branding and reputation- related communications We need to promote the department in a way that shows our “great” factors to the target audience. UTA’s new “Yes” campaign does not mention Communication or have visuals including communication 5
- 6. TARGET AUDIENCE CONFUSION What is communication? • In terms of definitions • In terms of and what job prospects, careers, and salary are available • “What is communication? What do I do with it? What can UTA offer compared to other programs?” • Communication messages must be developed to address this confusion. Several schools have information describing Communication and the career possibilities in the field. Alumni pages also help define career possibilities. 6
- 7. GOAL • Recruit quality students into the department • Declare Communication as intended major as freshmen • Enter high schools to recruit high quality students • Brand: • Key story (message): Convince students to be a Communication major from the very start of their time in college • This should include the department’s differentiating factors • Brand identification (logo/slogan development) • Target audience profiles • Measures: • increased freshman “intended” communication majors • increased high school student inquiries into the department • increased inquires from Preview Day and other recruiting events • increased brand identification of the department • increased quality academic background of students Many communication departments have a brand identity outside of the university’s main branding 7
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- 9. COMMUNICATION Changing industry • Trend for convergence in the the field and communication departments • Communication is presented as a burgeoning field for social students • Enrollment is down across the country, especially at a freshman level1 • The majority of administrators say they have made curricular changes in the past two years in response to changes in the Comm. Landscape1 • Faculty must have skills in the digital arena1 • Ethnic diversity is increasing 1 ~80% of programs have made major curriculum changes in the last 2 years due to changes in the Comm. Industry. This includes changes in track names to reflect changes in the media landscape such as those to the left. Ad/PR AD&PR Strat. Comm. Broadcast/Digital Media Broadcast and Tech Media Technology 1. 2011 Annual Survey of Journalism and Mass Communication Enrollments. Journalism and Mass Communication Educator 9
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- 11. UTA DEPT. OF COMMUNICATION • Founded in 1972 • ~950 majors • 6 sequences: AD, BC, CS, CT, JR, PR • Students gain a liberal arts background • Top five media market • Knowledgeable and dedicated faculty • Student commonly earn internships • Students gain hands-on client experience by working with community clients • Students win awards in their fields, such as the Radio Mercury Awards (see notes) UTA’s Communication Program is quite a few years younger then many competing programs11
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- 14. SEQUENCES • Most programs: • Journalism • Advertising • Public Relations • Communication Studies • Other names: • Multimedia • Broadcast • Electronic Media • Health Communication • Organizational Communication • Media Film • Radio TV Film • Media Strategy • Strategic Communication • Emerging Media and Communication • Communication Design and TechnologyTexas Tech’s new multi-media lab 14
- 15. COMMUNICATION PROGRAM MESSAGES • Creative Community (SMU) • Leadership (Texas Tech) • Academic & Professional (UNT) • Knowledge & Skill (A&M) • 5 Units. One Direction (Texas State) • Effective Communicators (University of Houston) • Convergence (TCU) • Theory + Practice (UT Austin Adv.) • Skills and Theory (Baylor) UT Ad Dept. home page is branded “Theory + Practice” and lists current places people are interning with scrolling text plus current job openings. This emphasizes “practice.” 15
- 16. ADVERTISING COMPETITORS • SMU-Temerlin Advertising Institute • Texas State-School of Journalism and Mass Communication • Texas Tech-College of Media and Communication • University of Houston-Jack J. Valenti School of Communication • UNT-Mayborn School of Journalism • UT-College of Communication 16
- 17. BROADCAST COMPETITORS • Baylor-College of Arts and Sciences • UNT-Radio, Television and Film, Mayborn School of Journalism • TCU-College of Communication • UT-College of Communication TCU Radio 17
- 18. COMMUNICATION STUDIES COMPETITORS • Baylor-College of Communication • SMU-Meadows School of the Arts • TCU-College of Communication • Texas State-Department of Communication • UNT-Department of Communication Studies • UT-College of Communication Texas Tech Comm. Studies Program has clearly distinct tracks. While UTA has similar tracks, differences are unclear in the communication online 18
- 19. COMMUNICATION TECHNOLOGY • SMU – Creative Computation • UT Dallas – Emerging Media and Communication • Texas A&M-Department of Communication (Telecommunication Media Studies) • UNT-College of Visual Arts and Design (Communication Design) • Texas State-School of Journalism and Mass Communication (Electronic Media) • Texas Tech –College of Media and Communication (Electronic Media Communications) UTD Logo for “Comm. Tech” 19
- 20. JOURNALISM COMPETITORS • Baylor-Department of Communication • SMU-Meadows School of the Arts • TCU-Schieffer School of Journalism • Texas State-School of Journalism and Mass Communication • Texas Tech-College of Media & Communication • University of Houston-Jack J. Valenti School of Communication • UNT-Mayborn School of Journalism • UT-College of Communication 20
- 21. PUBLIC RELATIONS COMPETITORS • Baylor-Department of Communication • Texas State-School of Journalism and Mass Communication • Texas Tech-College of Media and Communication • University of Houston-Jack J. Valenti School of Communication • UNT-Mayborn School of Journalism • UT-College of Communication UH PR 21
- 22. DIFFERENTIATING FACTORS In our favor: • Student point of view: • Advisors • Lower Cost (living) • Location • Accessible instructors • Hands on opportunity • Internship possibilities • If you want to learn more, you can submerse yourself in any field • Courses prepare students for industry jobs • Important to have broad base of knowledge in liberal arts, given magnitude of Comm. • Faculty are involved and there, but not necessarily known before entering department • Faculty point of view • Service Learning • Active student organizations • Integrated nature exposes students to other faculty and students in other disciplines • Spanish language media • Ability to work at Radio, Newspaper, Online News • Internship possibilities • Pages of awards that go unpublicized for faculty and students Many schools emphasize their differences above the fold. Our dept. has many merits to do the same. 22
- 23. *DIFFERENTIATING FACTORS Not in our favor: • Student point of view: • Reputation of the department is not well-known or large • Classes have limited availability • No summer courses • Too many unmotivated students • Some courses are poorly structured • Faculty point of view: • Smaller than other programs • Inability to offer as much variety • Not as many dedicated faculty for a particular sequence • Not as integrated between sequences • Specializations within sequences not possible • Not as prestigious a reputation at university level We have the material to dispel several of these notions 23
- 24. *INTERNAL COMPETITORS • UTA does not advertise the social sciences as much as the hard sciences • When UTA does cover Liberal Arts, Arts, Theatre, and Music tend to take the spotlight • Other departments have specific branding that increases reputation as well • Other programs compete from a student perspective: • Art: Web and Film vs. Comm. Tech and Broadcast • Business: Marketing vs. Advertising • Business: UTA Management vs. Comm Studies • English: Creative Writing vs. Journalism • However, these programs are very different 24
- 25. PERCEPTIONS: UNDERGRADUATES • Reputation • Worried about reputation of UTA and our Communication program in the communication industry not being as well known as other larger universities, such as UT Austin • Schools with better funding are considered to have more valuable degrees • Prestige of older programs translates to better education and greater opportunity after graduation 25
- 26. PERCEPTIONS: MATRICULATED GRADUATES Location • Close enough for commuters • Far enough for those who want to leave home Education • Graduates are confident in ability to perform industry jobs • Graduates feel equally if not better equipped than students from other universities • Curriculum builds skills in teamwork and fosters individual growth Many schools emphasize their alumni to enhance their reputation and attract donations 26
- 27. PERCEPTIONS: STUDENTS VS FACULTY Courses • Students appreciate sequence-specific classes • Faculty thinks programs can be more integrated • Faculty want to offer more variety Instructors Students regard professors as knowledgeable and accessible Faculty want dedicated instructors for each sequence Facilities Students want more hours of access Faculty would like an overall improvement Reputation and Size Students think a large amount of their peers are unmotivated Faculty consider the program small Students are more concerned with university reputation 27
- 28. *TARGET AUDIENCE CONFUSION “UT Almost” • UTA is a small school, commuter school • UTA has a small program in comparison to others Other misconceptions • Sequences are the equivalent of degrees in the chosen field of study • Marketing and business degrees are of greater value/higher demand • Students do not know what communication is before entering as freshmen. They figure it out after trying other majors • Students do not know the sheer magnitude or influence of communication • Students are unaware of what they can do with communication 28
- 29. *UTA COMPETITIVE POSITIONING • Niche • Given the number of schools in the area • Given overlapping programs • Given differences in size of programs. • We need to focus on our positive differences and specialties • Accessible instructors • Hands on opportunity (radio, news, digital media) • If you want to learn more, you can: environment allows students to submerse themselves in their desired field, e.g., central location between two contrasting markets • Courses prepare students for industry jobs (faculty experience) • “Newer” than competitor programs • Panoramic Thinkers • Department for panoramic thinkers, visionaries, pioneers, mavericks, seekers, trailblazers, detectives/investigators, innovators, revolutionaries, renaissance men and women (see target audience descriptions) 29
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- 32. DEMOGRAPHICS FOR THE QUALITY STUDENT • 15-19 • males, females • High school graduates, transfer students • All ethnicities • English and Spanish speakers • HH income variable • Mainly from TX and surrounding region • GPA: A or B average – 2.7 minimum 32
- 33. PSYCHOGRAPHICS FOR THE QUALITY STUDENT • Interested in a dynamic, changing field • Not interested in the typical 9-5 job • Self-starters, leaders • Our students want it more • Go getters • Set yourself apart • Excels at left and right brain thinking • Students have worked on unconventional projects • Diversity – not just ethnic diversity, but diversity in thinking We are looking for “Panoramic Thinkers” who are able to develop ideas from a wider perspective; communication practitioners must have this same perspective. This allows their thoughts to adapt to unique circumstances. Their strengths include problem-solving, brainstorming, critical analysis, and pattern recognition. 33
- 34. *GEOGRAPHICS Cities with constant media exposure, sub and counter culture influences • Austin, Dallas, Houston, San Antonio • Atlanta, Boston, Chicago, Denver, Los Angeles, Pittsburgh, Portland, Seattle Rural areas in Texas and the region • East/West Texas • Alabama, Arkansas, Louisiana, Mississippi International scope • Australia, Brazil, Canada, Germany, Mexico, Sweden, UK, China, India 34
- 35. TARGET ARCHETYPE Herman Courier is a high school student. He has a large circle of friends and constantly finds himself interacting with people from all circles. Accordingly, he has learned how to conduct himself in any social situation. He is friendly and adaptive. He knows how to tell a good story to his friends as well. In school, he does pretty well. He gets A’s and B’s, possibly a C here and there, but he blames that on the outside projects and hobbies he enjoys, such as developing a Facebook page for his mom’s local business. These projects have allowed Herman to begin to understand the importance of problem solving. His ultimate goal is to draw upon his experiences to do unconventional things in whatever career he chooses; maybe computer engineering or website development. What he does not know is that a career in communication could do just that for him. Herman is not conventional. He is not the straight A or C student. He is somewhere in-between, because he thinks differently. 35
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- 37. MODEL: LEARN DO FEEL Learn - Definition, magnitude, and potential for communication - UTA Comm. Department’s role in developing communication practitioners Do - Inquire with the department - Visit department, attend tours and open houses - Research sequences - Soul search Feel - Exclusive - Esoteric - Inspired - Contemporary 37
- 38. BRAND MESSAGE/KEY INSIGHT “Submerse yourself in the unconventional.” Communication as a degree is unconventional. Unlike any other major on campus, communication is the only field of study that will touch every single industry and field out there. No matter what field someone is in, they will need communication. You can submerse yourself through communication in any field you want, and the magnitude of influence you can have is as big as you can think; a perfect degree for a panoramic thinker. UTA’s Department of Communication is a congenial entity with a desire to share its knowledge and experience. It is younger than its competitors, therefore, it is newer as well. And as we know, younger brands have the ability to do unconventional things. We offer a program that is less rigid and more accommodating than the competition. Students of the Communication Department are immersed in a college filled with diverse minds and possibilities. The structure and flexibility of the program enables an unconventional approach toward higher learning. The possibilities are endless as faculty continually encourage pupils to go deeper. 38
- 39. *BRAND PERSONALITY • The contemporary Hermes, the bike messenger, is known for • Their unconventional behavior • There are no straight lines anymore in sending messages. Therefore, they see different perspectives on the routes to achieve a desired communication goal. • Protector of storytellers, one of the most important skills for communication practitioners. • Always changing to meet a new challenge • They ultimately • serve to educate and improve society. • When they speak to possible apprentices, they tell them to be panoramic thinkers so they can submerse themselves in such an unconventional field. From to 39
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- 41. *CREATIVE BRIEF SUMMARY 1. Problem/Results: 1. Internal/External Competition & Target Audience Confusion. 2. Brand should encourage quality students to come to UTA to major in Communication 2. Tgt. Aud.: Herman Courier is not conventional. He is not the straight A or C student. He is somewhere in-between, because he thinks differently. He is in high school and at the age where he is trying to decide what to do in college as he is applying. He is a go-getter who does not want the typical 9-5 job. He is both left and right brained, a panoramic thinker. 3. Brand Results: Increased visits to web, tours/PD, inquiries, freshmen intended majors 4. Information Needed: Clear definition of communication: importance of it, what it is, omnipresence/magnitude, influence on every aspect of life, possible careers in the field, incentives, connection to other fields, differences that UTA Comm. Dept. provides to enter the industry 5. Brand Personality: unconventional, sees different perspectives, a good storyteller, always changing , serves to educate and improve society 6. Key Insight: Submerse yourself in the unconventional. 41
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- 45. MEDIA KIT • Letter from the Department Chair • Information on visiting and contacting the department • Latest editions of Shorthorn Newspaper and/or COLA • Handouts for each sequence • UTA Communication promotional items (pens, pencils, stickers, etc.) 45 Texas Tech Media Kit
Notes de l'éditeur
- Several universities in the local area offering the same communication programs These programs are typically bigger or the same size Some include Colleges of Mass Communication as opposed to just departments Many universities tout their facilities and endowments as benefits to students Enrollment varies with the smallest at A&M at 900 majors and the largest at UT Austin at 4700 majors Tuition varies from 8,500 to 42,000 – Mode is ~$9000 which includes UTA Competitor views differ between students and faculty
- Many programs no longer go by the basic sequence names. Instead they have names that reflect the changing media landscape, showing students they are modern and progressive.
- Many programs have their own tag or key difference they project in their communications
- SMU-endowed institute with excellent facilities. Creative and Media focuses UT-ranked program that offers Creative and Media focuses. Centers and facilities specifically for ad majors. Only Advertising PhD.
- Baylor-Major specific facilities and an annual university sponsored film festival TCU- Production studios, media labs, and an extensive film library UNT-award-winning cable news channel and radio station. Lists Broadcast News as a separate degree. UT-ranked program located in close proximity to many film festivals
- SMU-Student-run strategic communications agency, Mustang Consulting. Includes PR sequence. Award-winning chapter of PRSSA Cannot be declared until end of sophomore year. Minor required Texas State-Specializations in Interpersonal, Organizational and Persuasive Communication. UNT-Offers three areas of study: Interpersonal/organizational, rhetorical, and performance UT-Degree is listed as the study of communication of relationships. Offers specialization in Corporate Communications, Human Relations, and Political Communication
- SMU-curriculum combines art and computer technology, courses do not emphasize communication perspective, Web design not required UNT-courses focus on graphic communication, Web design not emphasized UTD-training-based program, shares courses with Arts and Technology Texas Tech-hosts several computer labs and specialized systems for comm. students. Hardware and software are updated yearly
- Baylor-Includes PR and New Media. Class sizes of about 15 students. Top 5% of programs nationwide. #1 student newspaper in Texas (Associated Press Managing Editors and Houston Press Club) Award-winning newspaper website, magazine and yearbook. SMU-Division of Journalism located in Journalism Complex of the Umphrey Lee Center. Majors are permitted 24 hour access to the complex which has a newsroom, audio/video production and media support areas. Specialized program for those who wish to pursue business journalism TCU-one of 18 accredited program at private universities. TCU Daily Skiff and sister magazine Image win national awards annually. UNT –Hosts the internationally-recognized Mayborn Literary Nonfiction Conference and the Archer City Writers Workshop. Courses are held in computer-based classrooms. Students have access to labs, production studios and digital audio-visual editing equipment. UT-Begin new curriculum in Fall 2012 and moved into the Belo Center for New Media
- Baylor-Classes contain about 15 students. No classes are taught by graduate students. Accredited program. Tech-Student-run PR firm, Raidercomm. UT-Student-run PR firm, Texas Tower Public Relations.
- The division of sequences allows students to focus on their preferred field. Work harder: students and teachers work harder Inspiring to succeed / submerse yourself If you want more, you can get more. You just have to ask the faculty Experienced faculty to work with you in top five media market. Internships from previous students show freshmen it is possible.
- * Cost is perceived to be different but is pretty on par with several other schools in terms of tuition, but not living expenses. If we are thought to be lower cost, this can also add to the perception that we are not as reputable as other programs in the area.
- While the programs compete from a student perspective, they do not really from a knowledge perspective. There are major differences that have been defined by Comm. Faculty between our programs and others at UTA. These should be made apparent.
- Majority of local Communication departments were established before 1920 Citation: Undergraduate Interviews
- Found from primary research Citation: Graduate Interviews & Graduate Survey
- Citation: Undergraduate Interviews & Undergraduate Survey
- Students see UTA as a step below UT or a failed attempt to replicate it College of Business has more than 5,500 students Citation: Undergraduate Interviews & Undergraduate Survey II
- The main student issue is not knowing what communication is, how it can serve them, or that UTA has a program. Showing students that they there UTA is a program where you can submerse yourself in learning a field that is unconventional can eliminate these issues.
- List fields of study on Faculty/Staff page, include pictures for all members Include annual amount of scholarship awards on Prospective Students page Sequence information should be uniform across all platforms Contact Us tab should link to all social media pages Content we already have but may need to be tweaked for website deployment: Note: diversity should be mentioned in the about us content and prospective student content, as described in target psychographics slide ABOUT US Mission Statement: (Program Review) “The mission of the Department of Communication is to provide instruction, research, and service that advance knowledge of current and historical perspectives on the essential nature of human communication. The department acts as a leader and constituent for the community by supporting communication as an individually, socially, and technologically driven phenomenon that can be improved. We seek to prepare graduate and undergraduate students for their life choices by providing a solid foundation of reasoning ability and encouraging application of the principles of communication in advertising, broadcasting, communication studies, communication technology, journalism, and public relations.” Message from the Dean – while the COLA website has one, several of our competitors have a message for the department, school, or comm. college specifically. A great example is http://www.communication.tcu.edu/ourmessage.asp Department History: all we know is that it was started in 1972. More content can be obtained from Dr. Ingram and Charla. This should show how the department has grown. A great example is http://communication.utexas.edu/about/our-history Faculty and staff: http://www.uta.edu/communication/faculty/ While we have faculty bios, they should be well thought out and personable and uniform. Dustin’s is a great example of what everyone should have (even if they are not tenure track, faculty can describe other parts of their professional likes). It is important that we not just send students to incomplete faculty profiles, as this is less personable and design-wise those profile are very unattractive. It also takes them out of the Comm. Dept. environment. Advisors: http://www.uta.edu/communication/advisors/ - we have been told time and again that our advisors are one of our biggest assets. Their profiles should show it just as the faculty have bios. Prospective Students: Admissions: description of “intended communication” major as freshmen and processes for both grad and undergrad that are comm. specific. Link to main admissions: http://www.uta.edu/uta/admissions.php Sequences: Sequence sheet information can be transferred here once revised and finalized. PDFs should be made available. These should be the same PDFs that will be in the media kit. This should be the page where fact sheets are available and definitions are available on the field of study. Multimedia would also be helpful on this page to show what students are doing in school, and any testimonials of alumni would help here as well. Again this goes to showing the definition of communication and the magnitude. Additionally, showing students and alumni spotlights help show a student how to “submerse themselves in the unconventional at UTA.” Scholarships and Financial Aid: The Comm. department offers several scholarships. This can be attractive for entering students and raise credibility of the department by showing investment from alumni. Comm. specific ones should be listed here as well as information and links can be made to COLA and University-wide Aid (UTAs site is also nicely split by prospective students, parents, alumni, and other categories): http://wweb.uta.edu/ses/fao/ http://www.uta.edu/communication/students/scholarships/ http://wweb.uta.edu/ses/fao/content/scholarships/ http://www.uta.edu/libarts/scholarship.html We have most of this information up already, but should be in one place for prospective students to show how much is available, thus adding to our reputation similar to UT’s and Tech’s sites. Upcoming Orientations and tours: Once tours are set, this information can go here. In the mean time, a description of preview day (specifically where Comm. folks are available) and the link can be posted, plus contact if someone wants to set up an individual tour and see advisors, as Charla already does this to a certain extent when COLA contacts her (I believe). https://www.uta.edu/admissions/events/preview-day/ Current Students Most of this information is already posted, including advising, course schedules, degree requirements. Study Abroad : Study abroad is available to students. When students are searching for a program, this type of information can enhance reputation showing that we have relationships with other schools. An example website is http://communication.utexas.edu/students/international/study-abroad-major our own study aboard information can be found at http://studyabroad.uta.edu/ If we can find info on our own students that have gone that would add to “submersing your self in another country, which can be unconventional” Internship & Employment: List internships already served – a partial list is in the program review already. Any employment places should also be listed. This can also be a place for the front office to list internships and job descriptions that they get. This again helps show prospective students we are involved in helping students find jobs and our students get internships and jobs where they do compete with other “reputable” schools. Example: UT factsheets and adv. homepage: http://communication.utexas.edu/about/fact-sheets-pdf & http://advertising.utexas.edu/ Student Organizations: We have great active chapters of several organizations. This helps prospective students understand that they have the opportunity to network with professionals. Again, information is available, but just needs to be collected. SPJ is a good example of a great thing to show off. Again, we have the same “stuff” other larger schools have. http://communication.utexas.edu/ccs/employers/communication-student-organizations http://www.uta.edu/communication/student-activities/orgs/ This link has information on which ones we have, but does not give any description or accomplishments of these organizations. This is starting to happen with PRSSA and SPJ on the Student News Page, but perhaps this can be integrated, and faculty advisors can make sure to post? Service Learning: Many students coming to UTA are worried about hands-on experience. Service learning projects show this, especially with the new initiative that faculty were introduced to earlier this year. This can be a place to spotlight these projects and show outcomes for students.
- Combine student and faculty research, update spotlight at least every month, provide links to research if available Develop form that allows alumni to create profiles and donate to program Calendar should include university and student organization events as well as upcoming deadlines Research Student: Can show what grad students are doing and what undergrads may be doing for projects or what honors program students are doing. Faculty: Content can easily be obtained from COLA and the program review. Alumni We have some information already from past Comm. Days, plus access to alumni via LinkedIn. These don’t just have to be alumni from years ago, but also recent ones that have jobs. While COLA has a support page, if no one objects, it couldn’t hurt to have one for Comm. as well. See UT’s and Tech’s: http://communication.utexas.edu/alumni http://www.depts.ttu.edu/comc/alumni/overview.php News and Events This is where news should go, and these can also be spotlighted on the homepage as done currently. Again, some of this can be taken from the info Barrie collects for COLA, so we can save on adding any new “processes.”
- The media kit from Texas Tech is pictured above. It includes 2 copies of The Mass Communicator, a publication for alumni and friends of the University; a letter from Student Recruitment and Alumni Relations, and a thumb 256MB flash drive pre-loaded with content about the program.