Learning.Leading.

University of HoustonPhase III Image Advertising Campaign

Learning.Leading.

Agenda

I. Campaign Background/Objective

II. Campaign Strategy

III. Creative Review

a. Phase I

b. Phase II

IV. Accomplishments/Weaknesses

V. Evolution Directives

VI. Phase III Campaign Recommendation

Learning.Leading.

Campaign Background

Five-year, $5 million image campaign

Key Objectives

Increase awareness of UH among key constituents

Build a positive image for the UH by focusing on key achievements/strengths

Help UH achieve its vision to become a pre-eminent 21st century metropolitan university

Learning.Leading.

Media TargetsBroad constituency who possess the power to impact

the success of the University of Houston

Senior Executives Community leaders HR managers/executives UH faculty/staff Alumni Students

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Communication Prerequisites

Create common communications language Agree to the essentials …the essence of the brand

Create a language for “ambassadors” to persuade “outsiders” “Ambassadors” = faculty, staff, and students “Outsiders” = alumni, key decision-makers, local

and state leaders, and community members

Make “outsiders” as aware of UH’s strengths as “insiders”

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A Three Phased Campaign Approach

Get Credit for Who You Are

FacultyPrograms

Illustrate Your Influence

Show how who you are makes a difference to the larger community

Phase 1 Phase 2 Phase 3

The Key Is Connecting UH to Houston

And Emphasizing Their Mutually

Beneficial Relationship

Communication Strategy

Develop a Bridge that Makes Education Relevant to the Community

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Learning.Leading.

Selling Strategy

Business Leaders, Power Brokers,

and Policy MakersConceptual Target:

To Be Known for Making Smart Decisions that Benefit Houston and the Gulf Coast

RegionCore Desire:

Role of The Brand:Offers a Legacy of Prominent Faculty, High quality Education Programs, and a Proven

Track Record

Compelling Truth:UH Offers the World-Class Resources Necessary

to Stimulate Growth in Houston and in Texas

Selling Idea: Creating and Bringing World-Class Knowledge for Houston and Texas

CREATIVE REVIEWPhase I and II

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Tracking Research, Background and Objectives

UH running ad campaign since early 2000 Measured awareness levels in 2000, 2001, 2002 Assess differences within target segments Review campaign impact on UH image Evaluate progress vs. other Texas Universities

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3 Year Tracking Study Highlights

Top of mind Brand awareness has experienced gains among all target groups except community leaders which increased in 2001 but slid in 2002

Total unaided Brand awareness shows gains among all target groups

Both unaided and total advertising awareness show gains among all target groups except alumni and community leaders which increased in 2001 but slid in 2002

Recall of the “Learning.Leading.” message nearly doubled to 23% since 2001

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3 Year Tracking Study Highlights

UH Main Campus image is comparable to other top Texas Universities in the areas of:

1) Providing quality employees to the Houston Business Community

2) Contributions to the Houston Community3) Importance to the Houston Economy4) Source of Community Leaders

Image attributes which focused on quality of education, faculty and academic programs experienced a drop off after a substantial increase in 2001

Among the major Texas Universities UH Brand awareness is now #1 for most audiences, trailing only UT among community

leaders

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Top of Mind Brand Awareness 2002, 2001, 2000

7%

24%

14%

40%

64%

36%

21%

29%

37%

43%

45%

49%

40%

36%

24%

32%

41%

52%

72%

44%

51%

Key Executives

CommunityLeaders

HumanResources

Alumni

Students

Faculty/Staff

All Audiences

200220012000

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Total Unaided Brand AwarenessTexas Universities

2000 vs. 2002

Key Community Faculty/ HumanExecutives Leaders Staff Alumni Resources Students

FY FY FY FY FY FY00 02 00 02 00 02 00 02 00 02 00 02

University of Houston 19% 65% 40% 47% 79% 97% 58% 66% 28% 64% 84% 92%Rice University 21% 29% 18% 11% 12% 31% 14% 39% 18% 27% 25% 25%Texas A & M 61% 62% 48% 43% 37% 43% 49% 51% 59% 57% 64% 51%University of Texas 63% 53% 57% 64% 54% 47% 56% 47% 54% 49% 75% 73%

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Total Advertising Awareness2000 - 2003

27%

28%

53%

51%

77%

51%

32%

35%

43%

41%

61%

74%

48%

53%

46%

46%

36%

80%

89%

61%

63%

HumanResources

KeyExecutives

Alumni

CommunityLeaders

Students

Faculty/Staff

AllAudiences

200220012000

Learning.Leading.

UH Image RatingsLife of Campaign

Top 3 box Ratings*

63%

73%

72%

71%

51%

54%

51%

48%

64%

65%

68%

61%

64%

68%

48%

59%

53%

59%

44%

44%

45%

Source of community leaders

Importance to the Houston economy

Contributions to the Houston Community

Providing quality employees to the Houstonbusiness community

Quality of Academic Programs

Quality of Faculty

Quality of Education Offered

2000

2001

2002

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Phase III Campaign Directives

Maintain strategy but reinvigorate campaign with new “look/feel” Continue with core theme of “Learning.Leading.” plus the Cougar

icon Focus on reinforcing quality of education message…UH is a world

class university, provides stellar education, strong curriculum Tighten integration of all communication efforts to avoid

confusion among all target groups Integrate targeted direct mail campaigns to key audiences such as

community leaders and HR managers Stay with a broad set of media to meet diverse audience needs

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Phase III Strategic Thrust

At the University of Houston, the extraordinary is commonplace Extraordinary faculty Extraordinary students Extraordinary programs

Proof points: Outstanding students Outstanding faculty

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Recommendation