The document discusses how the nature of brand experience in higher education is changing. It notes that traditionally, higher education institutions relied heavily on in-person interactions to shape perceptions of their brands. However, more experiences are now taking place digitally online. The document expresses concern that universities' digital brand experiences are often inconsistent and do not always fulfill the promised brand. It argues that for a university to have a strong brand, its actual experiences both online and offline must align with its strategic brand messaging. The document calls on higher education institutions to better integrate their digital experiences into the overall brand strategy to meet the expectations of modern students.

1. The Changing Nature
of Brand Experience in
Higher Education
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2. Joel Pattison
Director of Web Communications
McIntire School of Commerce
University of Virginia
@jwpattison
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3. Associate Director of Creative Services
William & Mary
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4. Is a university like an
airline?
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5. Today’s Topic:
The evolution of brand
experience in higher
education.
Step 1: Definitions
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6. brand
/brand/
“A brand is a person’s gut feeling about a
product, service or company...
...brand is defined by individuals, not by companies,
markets, or the so-called general public.”
-Marty Neumeier, The Brand Gap
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7. Brand is what they say it is,
not what we say it is.
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8. • Visual Identity
Desired • Logos Actual
perceptions • Photos, videos perceptions
about brand • Language about brand
• Brand experiences
(Strategy) (Results)
(Execution)
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9. brand experience
/brand/ /ex·pe·ri·ence /
All the interactions people have with an
organization, product, service (or
institution of higher education!)
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14. • Visual Identity
Desired • Logos Actual
perceptions • Photos, videos perceptions
about brand • Writing/copy about brand
• Brand experiences
Brand Promise
Promise Fulfilled
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15. Brand experiences should
fulfill the brand promise.
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18. A New American is Arriving
• Time to become better versions of ourselves
• Greater than expected, more than you hoped for
• Not just a bigger airline, something so much greater
This commercial's promise: A revolutionary new airline
that exceeds our expectations in every way
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19. The reality of our (brand) experience:
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21. ≠
Message ≠ Experience
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22. • Visual Identity
Desired • Logos Actual
perceptions • Photos, videos perceptions
about brand • Writing/copy about brand
• Brand experiences
(Strategy) (Results)
(Execution)
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23. zero
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24. If actual experiences don’t
align with strategy, you will
never be a strong brand.
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25. Thursday, March 14, 13

26. Higher education
experiences that shape
brand perceptions
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27. What experiences shape
the perception of higher-ed
brands?
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36. Growth in Internet Traffic
IP Traffic!
(PB/month)!
30000!
25000!
20000!
15000!
10000!
5000!
0!
2000! 2001! 2002! 2003! 2004! 2005! 2006! 2007! 2008! 2009! 2010! 2011!
http://en.wikipedia.org/wiki/Internet_traffic
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37. Minutes per day spent on the internet
300"
250"
200"
150"
100"
50"
0"
2009" 2010" 2011" 2012"
http://www.emarketer.com/Article/Consumers-Spend-More-Time-with-Mobile-Online-Growth-Slows/1009431
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38. “Over the past several years we have seen
double-digit increases in international
students, especially those from China.”
-Greg Roberts, Dean of Admission, UVA
The Daily Beast “10 College Admissions Trends”
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39. That’s great.
Except our digital experiences aren’t
consistent - and they don’t always
keep the brand promise.
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40. *The following
illustrations are fictitious
to protect the innocent
(and the guilty)
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47. But…we’ve been getting
away with it!
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49. IP Traffic!
(PB/month)!
30000! 300"
25000! 250"
“Over the past several years we have seen
20000! 200"
double-digit increases in international
15000! 150"
students, especially those from China.”
10000! 100"
5000! 50"
0"
-Greg Roberts, Dean of Admission, UVA
0!
2000! 2001! 2002! 2003! 2004! 2005! 2006! 2007! 2008! 2009! 2010! 2011!
2009" 2010" 2011" 2012"
The Daily Beast “10 College Admissions Trends”
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50. 3 miles from my house
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51. We can’t rely on traditional
interactions to overpower
digital experiences forever.
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53. ≠
≠
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54. My Case
1) Brand is important to higher education institutions
2) Brand experiences shape people’s perceptions
3) Traditional higher-ed experiences are positive
4) More of our experiences are becoming digital
5) Our digital experiences are inconsistent
Solutions?
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55. “The entire institution
needs to live the brand.”
- Roger Dooley
Founder, College Confidential
Forbes.com
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56. Communications/Marketing
Admissions
Student Affairs Development
Get out of our silos (at least occasionally)
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57. Apply existing elements
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61. Remember: there’s a precedent!
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62. Think long-term
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