Branding Initiative: Agenda
IIT’s Awareness Challenge
Understanding the Marketplace Branding Strategy Advertising Campaign
IIT’s Awareness Challenge
“The ‘I’ in IIT currently stands for INVISIBLE!”
COLLEGE PARENTS Northwestern UIC Loyola Univ. of Chicago DePaul Roosevelt Illinois Urbana-Champaign National Louis Devry Purdue IIT Milwaukee School of Eng
66.4% 55.2% 51.2% 50.4% 48.0% 43.2% 12.8% 12.0% 8.8% 8.0% 6.4% 2.4%
BUSINESS COMMUNITY Northwestern DePaul Loyola Univ. of Chicago UIC Roosevelt IIT National Louis Illinois Urbana-Champaign Purdue Milwaukee School of Eng Devry
85.9% 72.7% 70.7% 62.6% 61.6% 53.8% 15.2% 15.2% 14.1% 10.1% 3.0% 2.0%
Understanding the Marketplace
School
DePaul UIC Loyola University of Chicago Columbia National Louis Northwestern IIT
Description
urban yuppie melting pot Jesuit education Intellect creative, artsy career changers elite ?
Cars
SUV Chevy Jeep Volvo Vespa Bus BMW Hybrid
Understanding the Marketplace
IIT - Key Differentiating PODs
Chicago (location and networking) Community of scholars Diversity Flexibility Historic mission of IIT Culture of excellence International (global) perspective Inter-disciplinary approach Practical innovation Solution-based education Research opportunities Supportive environment for learning Real-world training Architecture Small class size Academic rigor - intense Discipline Professional exposure Design Science and technology school Focused students Leaders of tomorrow Entrepreneurship Financial assistance Experienced faculty Inter-professional approach (IPRO) Smart student body Exclusive
Branding Strategy
IIT’s Message Foundation and Pillars
Advertising Campaign
Objective: Increase awareness of Illinois Institute of Technology within the Chicagoland marketplace Three Key Audiences:
Parents Business Community IIT Community
The Plan: 8 week campaign – Kicks off April 1 External •Billboards •Bus Panels/Metra •Radio Internal •Banners •Benches •Giveaways
Advertising Campaign
CREATIVE
Advertising Campaign: Foundation
Advertising Campaign: Pillar #1
Advertising Campaign: Pillar #2
Advertising Campaign: Pillar #3
Advertising Campaign: Stuart
Advertising Campaign: Armour
Advertising Campaign: Architecture
Advertising Campaign: Psychology
Advertising Campaign: Chicago-Kent
Advertising Campaign: CSL
Advertising Campaign: Design
Advertising Campaign: Advancement
Advertising Campaign
Radio
Advertising Campaign: New Ideas
Permanent Billboard
Branding Initiative