Crystallizing values, culture, personality and reputation.
Background / Challenge
BrandingBusiness has been a brand advisor to UC Irvine since 2001. Most recently, in anticipation of the public launch of a $ billion campaign, the university asked BrandingBusiness to develop a strategic communications platform for the campaign.
In collaboration with University Advancement and a UC Irvine Foundation task force, we set out to develop core statements that crystallize the values, culture, personality and reputation of the university today and represent a credible and inspiring vision of the future.
A key part of the process was the creation of an innovative Future-state Framework to project forward UC Irvine in 2015 expressed in terms of culture, achievements, personality and reputation. The Future-state Framework was crafted as a “verbal research exhibit” against which the core statements were created and tested.
Building upon strategic planning already in progress, BrandingBusiness also crafted Vision, Mission and Positioning statements that exemplified UC Irvine’s unique territory among the top 50 universities.
Tagline candidates were tested on focus groups comprised of a defined base of internal and external respondents. External groups included: Foundation Trustees, CEO Roundtable, Alumni Association Board, Top Donors, and other key opinion leaders in Orange County.
Internal groups included: university leadership, Deans and Directors, key opinion leaders and University Advancement.
Upon testing various options with core constituents, a final tagline was approved and brought forth. The tagline positions the University as a leader and serves as a platform for the $ billion fundraising campaign.