Good Looks and Personality to Boot

Posted on Thursday, September 23rd, 2010 by Debbie Schallock under Integrated Marketing, Positioning, Research. Tags: , , , ,

People are clearly motivated to act based on WHAT a school says about its resources, campus, employees, etc. Also important is HOW brands say these things because the way the WHAT is communicated creates a distinctive personality with which people will want to be associated. Read More


UNCG has a statement to make

Posted on Monday, September 20th, 2010 by Debbie Schallock under Integrated Marketing, Positioning, Research. Tags: , , ,

Using knowledge gleaned from our three audits (research, message and competitive), the IMSC Committee spent the summer and early fall developing positioning statements customized for students, faculty, staff and external audiences as well as a brand personality chart. Read More


Announcing second year IMSC committee members

Posted on Monday, August 30th, 2010 by Debbie Schallock under General, Integrated Marketing. Tags: , ,

As we begin a new academic year, I’d like to announce the current IMSC committee roster. The group continues to represent UNCG administrators, faculty, staff, students, alumni and community members as well as external perceptions. Below, you will find the current committee listing for 2010-11.

Rebecca Adams, Peter Allan, Joy Bhadury, Alan Boyette, Lynn Bresko, Bonita Brown, Kevin Bullard, Lyda Carpen, Sarah Carrigan, Linda Carter, Pam Cash, Shannon Clegg, John Deal, Melissa Edmonds-Kruep, Herb Everett, Alicia Fields-Minkins, Tim George, Steve Gilliam, Bill Hart, Helen Hebert, Celia Hooper, Scott Hudgins, Lise Keller, Laurie Kennedy-Malone, Sherri MacCheyne, Katie Marshall, Kacy Seay McAdoo, John Merrill, Barry Miller, Gwendolyn O’Neal, Nell Pynes, Louise Raleigh, Steve Roberson, Debbie Schallock, Donna Seckar, Michelle Soler, Curtis Tarver, Japp-Jan Van Duin, and Jackie White.


Exploring the Brandscape, part 6: Discoveries from the message audit – In the open door of integrated marketing, consistency is key

Posted on Wednesday, April 14th, 2010 by Debbie Schallock under Conclusions, Integrated Marketing, Messaging, Research. Tags: , , , ,

When we align our marketing and communication across all of the units, audiences will better understand the kind of university UNCG is and what they (students, faculty, staff, donors, alumni, friends and community partners) have to gain by being connected to us.

But communicating with consistency is the key that unlocks the door to success, whether it be a successful recruiting trip, a successful grant request, or a successful community partnership. Read More


Exploring the Brandscape, Part 5: Discoveries from the research audit – what we learned in “Driver’s Education”

Posted on Friday, March 5th, 2010 by Debbie Schallock under Conclusions, Integrated Marketing, Research. Tags: , , , , ,

A recent audit conducted by the Research Subcommittee resulted in the opportunity to gain a great deal of valuable information regarding what drives students, faculty and staff to be a part of UNCG. Read More


Exploring the Brandscape, Part 4: Discoveries from the competitive audit – Standing out in a sea of sameness

Posted on Tuesday, February 9th, 2010 by Debbie Schallock under Competition, Conclusions, Integrated Marketing, Research. Tags: , , ,

When a subcommittee of the IMSC examined 10 schools who are either peers or competitors as part of our audit efforts, we didn’t look at their student recruiting messages with only marketing in mind. We actually posed as parents of potential students to view all of these messages through prospects’ eyes. And we discovered a number of surprising things that have affected what UNCG should do going forward. Read More


Exploring the Brandscape, Part 3: What we’re saying

Posted on Monday, November 16th, 2009 by Debbie Schallock under Integrated Marketing, Messaging, Research. Tags: , , , ,
Brandscape: According to Kilmer & Kilmer, brandscape is the definition of the competitive and consumer environment in which your brand must perform and compete.

Marketing and communication in higher education can be a challenge, particularly because of how many different arms and legs universities have and how many different kinds of communication are needed for speaking to a wide variety of audiences. UNCG, for example, has:

Of course there are many more entities to UNCG – and we’re constantly evolving. Read More


Exploring the Brandscape, Part 2: How we’re perceived

Posted on Friday, November 13th, 2009 by Debbie Schallock under Integrated Marketing, Research. Tags: , , , , ,
Brandscape: According to Kilmer & Kilmer, brandscape is the definition of the competitive and consumer environment in which your brand must perform and compete.

Academic deans don’t typically spend much time talking about branding and identity, but with my role as Chair of the Research Subcommittee, I have given some thought lately to the nature of the “UNCG brand.” What is UNCG like in comparison to other universities? How are we perceived? What are our distinctive characteristics? Read More


Exploring the Brandscape, Part 1: What the competition is saying

Posted on Monday, November 2nd, 2009 by Debbie Schallock under Competition, Integrated Marketing, Research. Tags: , , ,
Brandscape: According to Kilmer & Kilmer, brandscape is the definition of the competitive and consumer environment in which your brand must perform and compete.

When marketing and communication strategies are managed and executed successfully, they become best practices for others to follow. Equally, if mismanaged, these examples of marketing and communication can demonstrate what to avoid. With the goal of examining what others are doing – both well and poorly – the IMSC committee has been gathering a repertoire of what to do and what not to do. Read More


Comparing, Contrasting and Collecting

Posted on Sunday, November 1st, 2009 by Debbie Schallock under Competition, Integrated Marketing, Messaging, Research. Tags: , , , ,

The IMSC Committee is in the process of assessing UNCG’s marketing and communications with the ultimate goal of developing a consistent, compelling presentation of who we are. This work involves taking a close, detailed look at ourselves as a university while also shining the light on what other institutions are communicating to their affinity groups. Read More