BRANDING THE

NEW CDCREALIZING THE REPUTATION

THE CDC DESERVES

WHAT IS A BRAND?

A “BRAND” IS…

• More than a logo

• More than an aesthetic

• A REPUTATION: it’s the perception the

audience has of the organization

• Like all brands, the “CDC Brand” is

(and will be) defined by its audience

UNDERSTANDING

THE CDC AUDIENCE

WHO ARE STANFORD

STUDENTS?• What do they study?

• What do they do in their free time?

• Where do they get their information?

• How certain are they about their future

careers?

WHAT DO THEY STUDY?

SURVEY PARTICIPANTS VS.

UNDERGRADUATE POPULATION

Declared Undergraduates 2012-13

Earth Sciences

Humanities & Sciences

School of Engineering

Survey Participants

Earth Sciences

Humanities & Sciences

Engineering

SURVEY PARTICIPANTS BY

ACADEMIC DISCIPLINE

Engineering

Earth Science

Humanities

Arts

Social Science

Natural Science

WHAT DO THEY DO IN THEIR

FREE TIME?

WHEN NOT IN

CLASS/STUDYING, HOW DO

STUDENTS SPEND

THEIR TIME?

0

2

4

6

8

10

12

14

16

18

20

0 1 2 3 4 5

Average Amount of Free Time Spent (Scale of 1-5)

With Student Groups/On-Campus Extracurricular Activities

At a student job/internship

WHERE DO STUDENTS GET

THEIR INFORMATION?

WHERE DO STUDENTS MOST FREQUENTLY

GET THEIR INFORMATION ABOUT

CAMPUS EVENTS?

05

1015202530354045

HOW CERTAIN ARE THEY ABOUT

THEIR FUTURE CAREERS?

HOW OFTEN DO YOU THINK ABOUT YOUR

CAREER MOVES AFTER STANFORD?

0

5

10

15

20

25

30

Rarely Sometimes Often Very Often

Students

HOW SURE ARE STUDENTS ABOUT THEIR

CAREER PATH AFTER STANFORD?

0

5

10

15

20

25

30

35

40

45

No Idea (Considering more than 5

careers)

Unsure (Considering 3-5

careers)

Somewhat Sure (Considering 1-2

careers)

Very Sure

Students

WHAT IS THE CDC’S

CURRENT “BRAND?”

WHAT IS THE CDC’S CURRENT “BRAND?”

• How do students interact with the CDC?

• What does their interaction say about how our

audience thinks and feels about the CDC?

In other words, how have they branded us?

STUDENT INTERACTION WITH THE CDC

• How often do they read CDC emails?

• How often do they visit the CDC website?

• How often do they attend CDC events or visit the

CDC office?

HOW OFTEN DO THEY READ

CDC EMAILS?

HOW OFTEN STUDENTS THINK ABOUT THEIR

CAREER MOVES VS. HOW OFTEN THEY

READ CDC EMAILS

0

2

4

6

8

10

12

14

Rarely Sometimes Often Very Often

How often do you think about your career moves after Stanford?

How often do you read emails you receive from the CDC?

HOW OFTEN DO STUDENTS

VISIT THE CDC WEBSITE?

Note: all survey participants had “Cardinal

Career” accounts.

HOW MANY TIMES HAVE YOU VISITED

THE CDC WEBSITE?

0

5

10

15

20

25

1-2 3-5 6-10 More than 10

Students

HOW OFTEN DO STUDENTS

ATTEND CDC EVENTS OR

VISIT THE CDC OFFICE?

DURING YOUR TIME AT STANFORD, HOW

MANY TIMES DID YOU ATTEND A CDC

EVENT OR INDIVIDUAL CONSULTATION?

0

5

10

15

20

25

30

0-Two Three-Five More than Five

Students

WHAT DO STUDENTS THINK

ABOUT THE CDC?

How have they branded the CDC

through its communication?

How would you describe the

CDC emails you receive?

0

2

4

6

8

10

12

14

16

Welcoming

Easy to Read

Regular

Relevant to me

Professional

Not Relevant to me

Too Text-heavy

Difficult to Read

Unwelcoming

Too Frequent

Visually Unattractive

THE FUTURE BRAND

OF THE CDC

• We understand our audience

• We understand how they’ve branded us

WHAT ABOUT THE FUTURE?

• What would we like our brand to be?

• How do we change our brand?

REDFINE THE CDC BRAND

Ask: how do we want to appear?

FOCUSED

VALUABLE

ACCESSIBLE

RELEVANT

WE’VE REDEFINED.

NOW HOW DO WE REBRAND?

• APPEAR FOCUSED – CONSISTENCY!

• APPEAR VALUABLE – ORGANIZE!

• APPEAR ACCESSIBLE– GET PERSONAL!

• RELEVANT– ENGAGE AND LISTEN!

THE CDC IS FOCUSED

Consistency! A clean, modern, identifiable

logo and aesthetic on all distributed

electronic and physical materials, including

social media platforms. The CDC is always

on the same page.

THE CDC IS VALUABLE

Organize! The CDC has invaluable

resources and relationships, as well as a

talented and skilled staff. People need to

know this – and ideally within the first few

seconds of visiting the CDC website or

reading a CDC email!

• Our generation is used to 30-second YouTube videos and On-Demand television. We want what we’re looking for quickly and without hassle, or we lose patience!

• Students, faculty, alumni, and employers require user-friendly, easy to understand vehicles of communication.

• This means a thoughtful reorganization of:

– The CDC website

– CDC communications (newsletters, flyers, emails)

– CDC event calendars

– Social media platforms

WEBSITE SKETCH

EXAMPLE NAVIGATION BAR

EXAMPLE NAVIGATION BAR

CDC TEXT EMAIL (APRIL 2013)---------- Forwarded message ----------From: <margotb@stanford.edu>Date: Fri, Apr 12, 2013 at 3:51 PMSubject: CDC Connect: Arts/Media/Communication News 4.12.13To: ctfong@stanford.edu

CDC Connect: Arts/Media/Communication News 4.12.13______________________________________________

1. Fine Arts Museums of San Francisco - Internship2. Spring Career Fairs - April 17 & 18

3. artist.e - new immersive four-week summer program for Stanford students!4. Social Media Marketing Intern - Stanford GSB5. LinkedIn Information Session for Humanities Undergrads6. Two Career Exploration Trek Site Visits7. Sports Media 101 - Internships in Design, Content, Marketing8. Yahoo! Sports Summer Internships - Copy Editor & Assistant Editor/Producer9. Adobe - Employee Communications Intern______________________________________________

1) Fine Arts Museums of San Francisco - Internship

The Stanford Arts Institute announces an additional paid internship opportunity for current undergraduates (including graduating seniors) at the Fine Arts Museums of SanFrancisco (FAMSF): de Young and Legion of Honor

To apply: Send cover letter, resume, unofficial transcript, and form from the website:http://artsinstitute.stanford.edu/programs/arts-administration-internships/to Stav (sziv@) with the subject line: "FAMSF Internship Application - [Your Name]" Deadline: Tuesday, April 16th at 11:59pm

Questions: Contact Stav (sziv@ or 650.725.0155)

About the Position: A Stanford Summer Intern would be assigned to assist the Director of Exhibitions and work with senior staff in virtually every area of the Museums includingbut not limited to administration, marketing and communications, development, finance, curatorial, conservation, graphic design, preparation and installation, member andvisitor services, education and public programs, and facilities and operations.

About the Museums:The Fine Arts Museums of San Francisco comprise the de Young in Golden Gate Park and the Legion of Honor in Lincoln Park. In FY 2012 approximately 1.6 million visitors

experienced the permanent collections and some 30 changing exhibitions in the two locations.

Over the summer of 2013 the Museums will complete installation of Diebenkorn: The Berkeley Years, finalize plans for four major exhibitions that open in fall 2013 (Bvlgari: LaDolce Vita & Beyond; David Hockney: A Bigger Exhibition; Anders Zorn: Sweden's Master Painter; and Matisse from SFMOMA), and continue with rotations and reinstallationsof the permanent collections.

About the Summer Internship Program in Arts Administration:

The Arts Institute's Summer Internship Program provides invaluable experience to Stanford students interested in pursuing careers as arts professionals in various aspects ofadministration, production, and management. Internships give students an opportunity to step outside the classroom and build a set of skills applicable in their careers asartists, administrators, and future leaders.Internships generally last approximately nine weeks and are full-time positions of at least 35 hours per week. Students will receive a $4,000 stipend for the summer, plusfinancial aid if needed. Internships are open to current Stanford undergraduates. Graduating seniors ARE eligible to apply.______________________________________________

2) Spring Career Fairs - April 17 & 18

Tresidder Union - Oak RoomNoon to 4 PMOver 60 different employers each day

A few of the employers who are open to all majors:

TriplePointPRUNIQLO (fashion)BoxPinterest

Boost MediaSurveyMonkeyDropboxGoDaddy.comGolden State WarriorsIMVULinkedIn

From: Caitlin Fong <ctfong@stanford.edu>

Subject: Fwd: CDC Connect: Arts/Media/Communication News 4.12.13

Date: November 14, 2013 9:22:00 PM PST

To: Stefanie Okuda <sokuda@stanford.edu>

Levo LeagueMedalliaOracleTargetPacific SunwearZazzle

Hillstone Restaurant GroupDun & Bradstreet Credibility Corp. (specifically listed Creative Writing, Communication, and Design)

There are many more, so log-in to your Cardinal Careers account to see the full list and check which day the employers will be there:http://studentaffairs.stanford.edu/cdc/jobs-internships______________________________________________

3) artist.e - new immersive four-week summer program!

artist.eapprentice · creator · entrepreneur

artist.e affords Stanford students passionate about a career in the arts the rare and exciting opportunity to gain insight into the lives of professional artists through an immersivefour-week summer art apprenticeship, art-making and entrepreneurial program in New York City. At the end of four weeks, students will have created and presented theiroriginal art in a student-produced showcase, apprenticed with, and received mentorship from professional artists, completed creative and entrepreneurial workshops led by artsprofessionals, and expanded their professional network through extensive access to successful arts professionals.

To learn more about artist.e and the application process visit

http://bit.ly/myartiste______________________________________________

4) Social Media Marketing Intern - Stanford GSB

Stanford Graduate School of Business (GSB)As a social media intern, you'll help coordinate campaigns, conduct research and track social media metrics. This internship reports to Karen Lee, Social Web Strategist, and ishoused within the Marketing and Communication team. Examples of GSB's social media channels on the GSB social media landing pagehttp://www.gsb.stanford.edu/about/social-media.html

The Marketing and Communication team uses new and social media to complement traditional methods of extending our reach around the world, disseminate knowledge andinsights, and engage a community of people interested in business and Stanford GSB. The primary responsibilities of the social media intern are to organize our social mediacampaigns and upcoming events, track influencers and GSB alumni on the social web, and measure the impact and reach of our social media efforts. The intern will also be

invited to contribute ideas for improving our campaigns, events and influencer engagement strategy and tactics.

Core Activities:

- Track and compile social media metrics for all our flagship social profiles- Create reports and presentations highlighting engagement metrics for social media campaigns

- Build, organize and monitor GSB lists of business influencers, alumni and students on the social web- Monitor and stay current on what other Stanford schools, departments and groups are posting on their social media channels; bring share-worthy posts to our attention- Scour alumni blogs and tweets for relevant business content by/about alums, as well as trending business topics on the social web- Brainstorm new content and ideas to engage our social media

Qualifications:

- Strong knowledge of social media and marketing; personal and professional experience with Twitter, Facebook, LinkedIn, and other networks is a plus- Strong analytical skills; ability to collect and interpret metrics into insights- Project management experience and respect for deadlines- Awareness and interest in a range of business topics, including leadership, entrepreneurship, social innovation, etc.- Excellent writing skills, particularly short-form; highly attentive to proper grammar and spelling- Experience developing presentations and reports is a plus

Hours and Compensation: Position requires a commitment of 8 to 10 hours per week during the school year during business hours (8 AM - 5 PM). Compensation starts at$13/hour.

Application Process: Email your resume and cover letter to Yuliya Mykhaylovska at yuliyam@stanford.edu by April 23, 2013.

If you have a personal blog, Twitter handle or any other social media profile that represents your writing skills and experience, please provide the links so we can take a look!

______________________________________________

5) LinkedIn Information Session for Humanities Undergrads

Two senior level management professionals from LinkedIn will visit the Stanford campus on Monday, April 15, 5p-6p at the Faculty Club Red Lounge. They want to speak tohumanities undergrads about outstanding opportunities in their world-class sales development group.

Presenters: James Raybould, Director of Insights-GSOMike Derezin, Global Head of Sales-Sales Solutions

Hear about how you can help shape the direction of one of the fastest growing companies.

Food will be available and there will be a raffle for various gift cards.

It's requested you RSVP to dscanlan@linkedin.com

studentcareers.linkedin.com

______________________________________________

6) Two Career Exploration Trek Site Visits

SAME CONTENT, NEW FORM

EXAMPLE EMAIL TEMPLATE

CURRENT EVENTSCALENDAR (DAY VIEW)

EXAMPLE EVENTSCALENDAR

THE CDC IS ACCESSIBLE

Get Personal! Build comfortable, regular

relationships between counselors and

students that begin early and last beyond

graduation.

WHERE DO STUDENTS RECEIVE

THEIR CAREER ADVICE?

0

5

10

15

20

25

30

35

40

Peers Faculty Alumni/Older Mentors

CDC

Students

• Generate dynamic web profiles of individual

career counselors. Who are they? What

struggles have they faced? What do they do in

their free time?

• Demonstrate that counselors are people

too, and can be a valuable part of your inner

circle when it comes to navigating vocations

and careers

THE CDC IS RELEVANT

• Engage! Find out student interests by

getting in touch:

– Where they spend their time: in groups linked

by interest

– Where they get their information: peers and

social media

• Listen! Seek regular feedback from

students

• ENGAGE student group officers and SAL (Student Activities & Leadership) staff

– Student groups are valuable, prearranged communities who share interests and their free time. Could they potentially contribute to programming?

– At TAPS, over 90% of our student ticket sales are a direct result of audience/cast or crew member relationships. Students are the best at reaching out to students.

– Make students a part of the CDC brand, and they’ll make the CDC an integral part of their Stanford experience

• LISTEN and seek feedback from students

– The CDC website should feature a

permanent system for collecting anonymous

feedback

– Students can be asked for feedback

immediately following events in person or

via social media

FOCUSED

VALUABLE

ACCESSIBLE

RELEVANT

=