1. The Brand Experience
May, 2010

2. The Brand Experience
What is it?
• A consumer’s lifetime relationship with your brand –
from initial interest through advocacy.
- “ We are not in the coffee business serving people, but in the
people business serving people.” Howard Schultz, Chairman and
Founder, Starbucks Coffee Company
• For DeVry University, this means the entire customer
journey – from prospect to student to alumni.
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“ We are not in the business of educating students, but in the
business of creating career professionals.”
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3. The Brand Experience
Why is it important?
Drives loyalty
“Truly listening to what your customer interactions tell you enables your
organization to use technology and process to deliver better service, increase
customers satisfaction and loyalty…and ultimately, to enjoy increased revenues
and profits.”
Mariann McDonagh, VP, Global Marketing, Verint Systems
Encourages word-of-mouth communication
On Nordstrom and Starbucks, “…were among the first to demonstrate that creating
a uniquely pleasing, personal experience would contribute almost as much to their
bottom lines as the marketing of specific items.” Jane Stevenson, Global Managing
Partner, Heidrick & Struggles
Enhances bottom-line results
“A company’s ability to take action to increase promoters and decrease detractors
has a significant impact on financial performance.” Dr. Laura Brooks, VP Business
Consulting, Satmetrix
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4. The Brand Experience
Brand Exercise – What constitutes a great retail
experience for you?
•
Name 8 -10 places where you’ve had a great experiences.
•
What made the experiences great?
•
For each ‘place’ where you had a great experience, did the things that
made it so great line up with what the particular brand stands for?
•
Did every touch point you had with the particular brand (TV, radio, flyer,
newspaper ad, service at location, interaction with staff, ambience at
location, etc.) deliver on the brand’s promise to you?
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5. The Brand Experience
The great experience: What should DeVry University
do?
• How should it look?
• How should it act?
• How should its staff interact with its students?
• What kinds of communications should it produce?
Every Experience – Every Time – Every Time
No Exceptions
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6. The Brand Experience
What is our brand promise? Our guiding star.
DeVry University = THE Career University
•
Faculty and staff are dedicated to mentoring and guiding students to
educational and career success
•
Degree programs are aligned with fast-growing career fields
•
Graduates are employed in their fields of study upon graduation
•
Top Fortune companies employ our graduates
•
Flexible learning options – on campus, online or combination of both –
enable students to learn the way they want to.
Career Success
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7. The Brand Experience
“Moments of Truth”
Promise
Deliver
National TV
DEM
National Radio
Online
Local
PR
Social Media
DeVry University
=
Career University
Student Central
Online
Academic
Career Services
Alumni
Campus/Centers
Catalog/Collateral
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8. The Brand Experience
Delivering the great experience: What does it mean for
DeVry University?
•
Consistent delivery of the brand at every step of our students’
journey
•
Communications that emphasize our position as THE Career
University
•
Beyond prospect communications such as TV, radio, OLA, collateral, etc.
•
At every stage in the student journey
• Prospect
• College years
• Alumni
•
In every medium – verbal, written, experiential
•
•
•
•
Official correspondence
Campus communications
Departmental communications
Campus experience
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9. The Brand Experience
How do we get there?
• Start by thinking retail
• Our Campuses/Centers
• Our communications
• Our service
• Understand we’re all part of a bigger whole – 90+ locations
• Many initiatives with the same end game in mind
•
•
•
•
Project Rose – our terminology
Project Delight – our service
Campus Makeover – our presence
Re-engineering the student experience – our communications
• Always ask ‘would THE career university do/say this?’
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10. The Brand Experience
Re-engineering the Student Experience –
a national approach
•Communications with purpose
•Consistent messaging and imaging
•Professional and brand elevating
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11. The Brand Experience
How will we accomplish our goal?
• National coordination/prioritization of student-facing
communications
•
•
•
•
•
New Student Orientation
Student Central
Career Services
Graduation
Alumni Relations
• National approach to consistent Campus/Center experience
• Regular visits
• Education about our brand/other successful brands for local
leadership and staff
• Current Initiatives
• New literature
• Results
• Measurements of success
• Net Promoter
• Student focus groups/surveys
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12. Campus Makeover
Update
March 17, 2009

13. Branded Experience
Create a DeVry Experience Systemwide
- tell a consistent story
- tie the experience to the brand
- create sense of community
- celebrate our successes
- bring energy to Campuses/Centers
- colors, carpet, lighting, wayfinding,
branded art
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14. Current State
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15. Current State
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16. Current State
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17. Current State
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18. Re-engaging the Brand
Branded experience built to capitalize on our
equities
- Heritage/DeVry University story
- Strength of our faculty and curriculum
- Success of our graduates
- Recognition of shield and its colors
Communications Zones
- Celebration, Tour, Information
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19. 19
Color Palette
Accent colors based on shield colors
Color Palette Specifications
Universal Accents:
Benjamin Moore
Finish
Heritage Red (ready mix)
Eggshell Wall
Benjamin Moore
Heritage Red “Storyline”
Accent Band color:
Classic Burgundy (ready mix)
Eggshell Wall Finish
Benjamin Moore
2061-30 Bermuda Blue
Eggshell Wall Finish
Benjamin Moore
2154-30 Buttercup
Eggshell Wall Finish
Benjamin Moore
2154-40 York Harbor Yellow
(used on walls 25 feet or longer)
Eggshell Wall Finish

20. Branded Art-Admissions
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21. Branded Art-Purpose
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22. Branded Art-Heritage
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23. Branded Art-Faculty
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24. Branded Art-Employers
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25. Branded Art-Students
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26. Application of Elements
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27. Application of Elements
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28. Application of Elements
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29. The Brand Experience
My role
• Work as your liaison with Home Office on all things brand
• Share updates on branding initiatives
• Visit on a regular basis to help you ensure a positive
experience for all students
• Help DeVry University realize its purpose as THE Career
University delivering a credible path to career and life
success
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30. The Brand Experience
Campus/Center Brand Audit
• Tour Campuses/Centers
• Meet with leadership of each department
• Review observations
• Share recommendations/solutions
• Meet with President and Facilities Manager
• Review observations
• Share recommendations/solutions
• Schedule date for next visit (Campus every 8 weeks/Center every 12
weeks)
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31. Campus and Center Site Survey
June 10, 2010

32. Campus and Center Site Survey
What?
• Physical audit of all locations on a regular basis
• Help move all locations toward delivery of consistent,
professional, branded experience
• Educate local leadership teams on importance of
delivering on the promise
- Share best practices
- Coach on rationale behind delivering consistent branded
experience
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33. Campus and Center Site Survey
Why?
• Change the perception of DeVry University to THE Career
University
• Deliver consistent experience at every DeVry University
location
• Move toward efficiency of effort – templated approach,
common communications systemwide
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34. Campus and Center Site Survey
When?
• Every 8 weeks at every Campus
• Full day visit
• Every 12 weeks at every Center
• Mimimum ½ day visit
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35. Campus and Center Site Survey
How?
• Schedule day with President/Center Dean for visit when
most of leadership team will be available
• AM – schedule leadership team meeting to kick off concept
and rationale, deliver ‘Think Retail’ presentation, explain
your day
• Walk the Campus/Center – take notes, meet with
department leader, provide feedback with examples and
rationale for requested changes
• Meet with President and Facilities Manager – provide
overall feedback from the visit, provide list of action items,
explain rationale for requested changes, schedule next visit
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36. Campus and Center Site Survey
Tools
• Checklist – detailed form to help guide your visit
• PPT Presentation – ‘Think Retail’
• Feedback Form – high-level feedback based on
observations made at your locations
• Photos, samples
• All forms from all visits
• Best Practices articles/examples (future)
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37. The Brand Experience
Together, we will create the great experience and
deliver on our brand promise: delivering a credible
path to career and life success
Questions/comments?
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