Penn Athletics Deepening the Connection case study

DEEPENING THECONNECTION TO ATHLETICS

Case StudyBranding America’s Oldest University

© Teamup 2016

building high performance brands

2006 UNIVERSITY-WIDE REBRAND ’THE FORWARD LOOKING IVY’ PENN ATHLETICS BRAND IMAGE INTERNAL ALIGNMENT

FRED POPP Columbia Business School MBA 1990 Harvard Business School Executive Education 1996 Led rebrand of Penn Athletics and Dartmouth Athletics 2006

SHARLENE SONES University of Pennsylvania MS Organizational Dynamics 2006 University of Pennsylvania Director of Marketing, Business Services 03-06University of Pennsylvania rebrand 2006, brand consultant 06-present

BACKGROUND

© 2017 All Rights Reserved

high performance branding

How we operationalize brands

evaluate ideate activateplatform

journeys

ecosystem

alignment

alumni

athletes

experience

fans

visual identity

voice & tone

portfolio management

contextual design

synthesise

positioning

values/guiding principles

purpose attributes

building high performance brands © 2017 All Rights Reserved


Advancing the major goals of the athletic department, by:

ALIGNING TO A SINGLE PURPOSE

EMPHASIZING A VALUES-BASED BRAND

MOVING FROM TRANSACTIONAL TO EMOTIONAL

ENROLLING STAKEHOLDERS IN THE STORY

SOCIALIZING ACROSS THE UNIVERSITY

CREATING ALIGNMENT AND ACTION AND ACTION

MAJOR OUTCOMES



ALIGN TO A SINGLE PURPOSE

WHAT WE DO...

HOW WE DO IT...

WHY WE DO WHAT WE DO...We develop people who are uniquely prepared to exceed at life.



CHARACTER FIRST

AIMING BIG

COMMUNITY MATTERS

HUMILITY

ENJOYMENT

A VALUES BASED BRAND



372 0 1 6 P E N N AT H L E T I C SB R A N D S TA N D A R D S G U I D E

Graphic Divider

The Graphic Divider may be used to separate graphic elements such as players in a composition to provide depth to the layout. Below are additional applications of the Graphic Divider, shown here in single-color applications of the primary color palette.

MOVING FROM TRANSACTIONAL TO EMOTIONAL



Throughout the event, participants could provide near to real time updates of their experience by synchronizing their app directly from their phone.

CUSTOMER JOURNEY MAP Project My PENN Athletics Experience Perspective Football 1 Participant Roger Reina Generated on 2015/11/22

-0.24AVERAGE EMOTION

Roger Reina

AGE 53 GENDER

PARTICIPANT’S JOURNEY OVERVIEW

29TOUCHPOINTS

..............................................................27.59%

..............................................................17.24%

..............................................................13.79%

..............................................................34.48%

..............................................................6.9%

Very negative

Negative

Neutral

Positive

Very positive

TOUCHPOINTS DISTRIBUTION

CU

ST

OM

ER

JO

UR

NE

Y

2015/11/07 — 14:06

Boat house

Boathouse Row is a great entryway to

Penn. It feels on brand.

2015/11/07 — 17:32

Off brand

Off brand

2015/11/07 — 17:41

Walkway near stadium

No athletics signage on walk down

campus

2015/11/07 — 18:03

Festive view up campus

2015/11/07 — 18:04

No way finding

No signage to stadium

2015/11/07 — 18:05

I hate the toast

This is the brand presented. Terrible.

Embarrassing

2015/11/07 — 18:05

I hate the toast


Embarrassing

2015/11/07 — 18:09

Entrance to Franklin Field

No brand, uninspiring, crowded, Ticket

Office hard to get to. Overall, really bush

league presentation

2015/11/07 — 18:14

First impression

2015/11/07 — 18:17

Headman and Outland

Trophies

Way cool to have. Way underutilized and

weakly displayed. Doubt many fans know

about them at all. Or that they are on

display

2015/11/07 — 18:17

Headman and Outland

Trophies




display

2015/11/07 — 18:20

Fun idea

2015/11/07 — 18:22

Merch tent

Much off brand. Decent presentation

2015/11/07 — 18:25

Fan shot

2015/11/07 — 18:45

unorganized championship

class recognition

Poor set up and presentation. Sound

system sucks, fans don't know who is on

the field or why

2015/11/07 — 19:40

1/2 time recognition

Championship teams, all Americans and

NCAA qualifiers recogniEd

2015/11/07 — 19:42

This is the view walking out

of FF

2015/11/07 — 19:45

Ivy Champion Gymnast

coming off field with her

ring

2015/11/07 — 20:18

Table of crap

WTF?

2015/11/07 — 20:19

Training taping tables

2015/11/07 — 20:22

Mixed marks

2015/11/07 — 20:30

Name of Field

2015/11/07 — 20:34

Toast throwing

2015/11/07 — 20:34

Toast throwing

2015/11/07 — 20:37

Concessions

2015/11/07 — 20:38

Merch

2015/11/07 — 20:39

Fans

2015/11/07 — 20:46

Fans

2015/11/07 — 20:46

Fans

EX

PE

RIE

NC

E

-2.0

-1.0

0.0

1.0

2.0

LO

CA

TIO

NS

AT

TA

CH

ME

NT

ST

AG

SC

OM

ME

NT

S

5

ENROLLING STAKEHOLDERS IN THE STORY

Throughout the event, participants could provide near to real tim updates of their experience by synchronizing their app directly from their phone.

“We have to walk up the back of the activation area to get to the stadium, that’s a bit messy”

“Wow, cool to be in the stadium, it looks amazing.What a buzz”

“That’s cool the app gives me directions to get to the Express Pickup point”

“Ouch card knocked back,how am I going to paynow? Wonder if I can paywhen I pick it up?”

“Bloody hell, I still have to stand in abloody queue and wait for it to be made. It’s just a QR code with my order info that’s all. Disappointingand annoying”

“We have to walk up the back of “We have to walk up the back of

Throughout the event, participants could provide near to real time updates of their experience by synchronizing their app directly from their phone.

CUSTOMER JOURNEY MAP Project My PENN Athletics Experience Perspective Football 1 Participant Roger Reina Generated on 2015/11/22

-0.24AVERAGE EMOTION

Roger Reina

AGE 53 GENDER

PARTICIPANT’S JOURNEY OVERVIEW

29TOUCHPOINTS

..............................................................27.59%

..............................................................17.24%

..............................................................13.79%

..............................................................34.48%

..............................................................6.9%

Very negative

Negative

Neutral

Positive

Very positive

TOUCHPOINTS DISTRIBUTION

CU

ST

OM

ER

JO

UR

NE

Y

2015/11/07 — 14:06

Boat house

Boathouse Row is a great entryway to

Penn. It feels on brand.

2015/11/07 — 17:32

Off brand

Off brand

2015/11/07 — 17:41

Walkway near stadium

No athletics signage on walk down

campus

2015/11/07 — 18:03

Festive view up campus

2015/11/07 — 18:04

No way finding

No signage to stadium

2015/11/07 — 18:05

I hate the toast


Embarrassing

2015/11/07 — 18:05

I hate the toast


Embarrassing

2015/11/07 — 18:09

Entrance to Franklin Field

No brand, uninspiring, crowded, Ticket

Office hard to get to. Overall, really bush

league presentation

2015/11/07 — 18:14

First impression

2015/11/07 — 18:17

Headman and Outland

Trophies




display

2015/11/07 — 18:17

Headman and Outland

Trophies




display

2015/11/07 — 18:20

Fun idea

2015/11/07 — 18:22

Merch tent

Much off brand. Decent presentation

2015/11/07 — 18:25

Fan shot

2015/11/07 — 18:45

unorganized championship

class recognition

Poor set up and presentation. Sound

system sucks, fans don't know who is on

the field or why

2015/11/07 — 19:40

1/2 time recognition

Championship teams, all Americans and

NCAA qualifiers recogniEd

2015/11/07 — 19:42

This is the view walking out

of FF

2015/11/07 — 19:45

Ivy Champion Gymnast

coming off field with her

ring

2015/11/07 — 20:18

Table of crap

WTF?

2015/11/07 — 20:19

Training taping tables

2015/11/07 — 20:22

Mixed marks

2015/11/07 — 20:30

Name of Field

2015/11/07 — 20:34

Toast throwing

2015/11/07 — 20:34

Toast throwing

2015/11/07 — 20:37

Concessions

2015/11/07 — 20:38

Merch

2015/11/07 — 20:39

Fans

2015/11/07 — 20:46

Fans

2015/11/07 — 20:46

Fans

EX

PE

RIE

NC

E

-2.0

-1.0

0.0

1.0

2.0

LO

CA

TIO

NS

AT

TA

CH

ME

NT

ST

AG

SC

OM

ME

NT

S

5

PENN ATHLETICS PERFORMANCE INDEX

CUSTOMER JOURNEY

2WORKSHOPS

24BRAND SURVEYS

4

INDEXBUZZ

IMPRESSION

QUALITY

VALUE

REPUTATION

SATISFACTION

ATTENTION

BRAND AWARENESS

AD AWARENESS

ADVOCACY

COMMUNITY

STAFF

ATHLETES

ALUMNI1

2

4

5

6

7

8

11

10

12

13

14

15

16

BASELINEMETRICS

3 ATTENTION

9

BRAND HEALTH BRAND SENTIMENT BRAND INVESTMENT FUNNEL

3



PENN ATHLETICS PERFORMANCE INDEX

CUSTOMER JOURNEY

2WORKSHOPS

24BRAND SURVEYS

4

INDEXBUZZ

IMPRESSION

QUALITY

VALUE

REPUTATION

SATISFACTION

ATTENTION

BRAND AWARENESS

AD AWARENESS

ADVOCACY

COMMUNITY

STAFF

ATHLETES

ALUMNI1

2

4

5

6

7

8

11

10

12

13

14

15

16

BASELINEMETRICS

3 ATTENTION

9

BRAND HEALTH BRAND SENTIMENT BRAND INVESTMENT FUNNEL

3



ALIGNMENT AND ACTION

STUDENT DEVELOPMENT

COMMUNITY MATTERSAIMING BIG

ENJOYMENT

CHARACTER FIRST

HUMILITY

SERVICEYoung QuakersCollege ChampionsOther Initiatives (FOJ, Girls on the run, Beat the Streets Philly)

LEADERSHIPPenn Athletics Wharton Leadership AcademySAACSDAT

ACADEMICSSAAAP (Study Hall/TutoringLearning & Development

CAREER DEVELOPMENTAthlete Mentoring ProgramCorporate Info SessionsInternU

PERSONAL DEVELOPMENTMental Health/WellnessEducational Programs - Sexual Assault - AOD - Hazing



THE CHAMPIONS' CENTER

PERSONAL DEVELOPMENT

CAREERDEVELOPMENT

EDUCATIONALPROGRAMS

LEADERSHIP

ACADEMICS SERVICE

YOUNGQUAKERS

STUDENT-ATHLETEACADEMIC

ACHIEVEMENTPROGRAM(SAAAP)

PENN ATHLETICSWHARTON

LEADERSHIPACADEMY

STUDENT-ATHLETEADVISORY COUNCIL

(SAAC)

STUDENTDEVELOPMENT

ADVISORY TEAM(SDAT)

LIFE SKILLSDEVELOPMENT &

TRAINING

CHARACTERDEVELOPMENT

CAPS

COLLAGECHAMPIONS

OTHERINITIATIVES

ATHLETEMENTOR

PROGRAM

CORPORATEINFORMATION

SESSIONS

INTRENUALCOHOL &OTHER DRUGS

SEXUALASSAULT

HAZING

TUTORING

STUDY HALL

ENHANCING THE LIVES OF ATHLETIC SCHOLARS.


M E S S A G I N G

62 0 1 6 P E N N AT H L E T I C SB R A N D S TA N D A R D S G U I D E 2 0 1 6 P E N N AT H L E T I C S 6B R A N D S TA N D A R D S G U I D E

O U R R E A S O N F O R B E I N G

WHAT WE DO... PENN Athletics is committed to maximizing the full physical and mental potential of our scholar-athletes as well as the social and emotional w-ng of the whole person.

HOW WE DO IT... By supporting and nourishing the drive to take one’s talents to the highest level of performance; celebrating the fortitude needed to attain the highest of goals.

WHY WE DO WHAT WE DO... We develop people who are uniquely prepared to exceed at life.

132 0 1 6 P E N N AT H L E T I C SB R A N D S TA N D A R D S G U I D E 2 0 1 6 P E N N AT H L E T I C S 13B R A N D S TA N D A R D S G U I D E

ENGAGINGOpen, Friendly, Inviting,

and Approachable

INSPIRINGHopeful, Enriching, Innovative

and Sensational

SINCERETrustworthy, Genuine, Major and Honorable

THOUGHTFULConsiderate, Attentive, Profound

and Intelligent

T O N E O F V O I C E


Brand Identity / Split “P” Mark

NOTE: GOLD SHIELD is for premium application only and requires approval in advance.


CHAMPION YOUR LIFE

CHAMPION YOUR LIFEP E N N A T H L E T I C S



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Champion your life campaign imagery

T H A N K Y O U

PENN Athletics now has it’s own unique, defensible and authentic story. It provides the context for the value of PENN Athletics to the broader University community.

Consequently, they’ve united their division,scholars and staff in an understandingof the PENN brand, bringing everyone together within a common sense of purpose.

PENN’s Story

building high performance © 2016 All Rights Reserved

"The Teamup group was inspiring to work with, and meticulous in the way they researched the PENN brand, thoughtfully involving various constituents throughout the process." Dr. Grace Calhoun, Director of Athletics and Recreation.

"This work becomes a way to showcase that belief in a deeply human and relevant way. There isn’t a more fitting story to wrap the PENN brand around than one that explores the motivations that fuel the will to win."Roger Reina Senior Associate Athletic Director, External Affairs

teamup Consulting Limitedwww.teamupco.com

Fred Popp Sharlene SonesLONDON BOSTON+44 (0)7889-718179 +1 (386) [email protected] [email protected]

With over 20 years of experience, teamup ispart of the sports branding conversationeverywhere it’s happening. Across the world,our clients are evolving their businesses, placing the fan at the core of all they do.

Ask any one of the hundreds of clients we’veimpacted by winning customers, transformingorganisations, and achieving best-in-class.What challenges face your organisation?

WE BUILD HIGH PERFORMANCE BRANDS

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Penn Athletics Deepening the Connection case study

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Transcript of Penn Athletics Deepening the Connection case study