cultivating community around your brand

1. Rick Bailey, Principal, RHB, @richardhbailey Sam Waterson, EVP, RHB, @slwaterson #CCCU2012 Chris Williams, Director of Communications Joe Davis, PhD, Director of Admission 2012 Richard Harrison Bailey/The Agency All Rights Reserved.

10. THE CHARGE: To create a vibrant future for AU out of the Universitys long-held Christian beliefs, its mission, and its history with the Church of God 2012 Richard Harrison Bailey/The Agency All Rights Reserved.

29. 1 2 3 4 ARRIVING AT COHERENCE 1 Defining the destination In this kick-off meeting that begins our partnership, well develop a shared understanding of your goals for your organization or institution, and together define measures of success. 2012 Richard Harrison Bailey/The Agency All Rights Reserved.

30. 1 2 3 4 ARRIVING AT COHERENCE 1 Three Satellites To determine your current position in the marketplace, we next engage in comprehensive market research, answering the three satellite questions illustrated in the next steps. These findings will pinpoint your location on the landscape of competing groups and messages. 2 2012 Richard Harrison Bailey/The Agency All Rights Reserved.

31. 1 2 3 4 ARRIVING AT COHERENCE 1 Satellite One: Who are you? With Circles of Influence, well discover the distinctive experience of your institution by engaging in intensive conversations with current, internal, primary customers. 2 2012 Richard Harrison Bailey/The Agency All Rights Reserved.

33. 1 2 3 4 ARRIVING AT COHERENCE 1 Satellite Two: What do you say you are? Here, well take a Coherence Inventory of your current communication strategies and tools, with an eye toward identifying those that are on track, as well as those that represent missed opportunities. 2 2012 Richard Harrison Bailey/The Agency All Rights Reserved.

34. Website Recruitment communications Campaign and development communications Alumni communications Internal brand articulations{SATELLITE TWO 2012 Richard Harrison Bailey/The Agency All Rights Reserved.

35. 1 2 3 4 ARRIVING AT COHERENCE 1 Satellite Three: What do others say you are? In this step, well gather and evaluate the perceptions of external markets, again looking for opportunities to clarify messaging, address misunderstandings and better connect with constituents. 2 2012 Richard Harrison Bailey/The Agency All Rights Reserved.

36. Presidentialspeechesandinterviews Conversationswithtrustees Commencementaddress(Enright) PerformaStudyofAdmittedStudents ScannellandKurzEnrollmentStudy StamatsPriceElasticityStudy EnrollmentManagementReports NSSEReport SOARSurvey COGHigherEducationStudy PerformaPersistenceResearchProject RevitalizationPresentation AUStrategicPlan AUBrandingCommitteeNotesandResearchData {SATELLITES ONE & THREE 2012 Richard Harrison Bailey/The Agency All Rights Reserved.

37. 1 2 3 4 ARRIVING AT COHERENCE 1 Coherence Manifest Now were ready to chart a course that will guide you toward the destination(s) outlined in Step One. Part communications standards, part strategic plan, the Coherence Manifest presents the verbal and visual elements that will serve as navigational touchstones in the development of new key messaging and communications. 2 3 2012 Richard Harrison Bailey/The Agency All Rights Reserved.

38. 1 2 3 4 ARRIVING AT COHERENCE 1 Making the trip In this final phase of our journey toward coherence, we will implement the strategies and creative direction developed in the previous steps. Marketing communication tools will vary depending on the three satellite findings, but may include digital, print or broadcast solutions. 2 3 4 2012 Richard Harrison Bailey/The Agency All Rights Reserved.

42. As part of its connection to the COG, the Anderson community believe[s] in, treasure[s], and cherish[es] the Bible as the written Word of God ... 2012 Richard Harrison Bailey/The Agency All Rights Reserved.

48. As a reflection of its openness, Andersons environment is welcoming, social, creative and fun. A rich tradition of shared experiences helps build a strong sense of community. 2012 Richard Harrison Bailey/The Agency All Rights Reserved.

49. Ultimately, this climate for academic inquiry, mutual support and understanding yields people of character who demonstrate and value integrity, excellence, servant- leadership, responsibility and generosity. 2012 Richard Harrison Bailey/The Agency All Rights Reserved.

55. that students start at the same places in their educational journeysor that they have the same needs, challenges, gifts and talents. We Dont Believe 2012 Richard Harrison Bailey/The Agency All Rights Reserved.

56. that Christians start at the same places in their faith journeysor that they have the same needs, challenges, gifts and talents. We Dont Believe 2012 Richard Harrison Bailey/The Agency All Rights Reserved.

69. Meetings ... and more meetings ... Revitalization Committee Trustees Presidents Executive Staff University Marketing Committee Faculty Management Group Alumni Council Advancement Division Admissions Staff School of Adult Learning Athletics 2012 Richard Harrison Bailey/The Agency All Rights Reserved.

95. October 1917 Anderson Bible Training School Founded Spring 2010 Revitalization Committee formed June 2010 AU engages RHB/The Agency Sept. 2010 Circles of Influence work begins Oct. 2010 RHB outlines process with Trustees April 2011 Meetings with faculty and management May/June 2011 Meetings with Admissions, Trustees Alumni Council, Advancement division, etc. Aug. 2011 Internal Launch of AU Story Oct. 2011 Follow-up meetings with Trustees and Alumni Council, Student Life, Management, Faculty Nov. 2011 External Launch of AU Story T.V., Web, Billboards, Social, Signatures, etc. Jan. 2012 Continuation of External Launch, T.V, Radio, Billboards, Social, etc. Jan. 2012 Meeting with CCCU: Tucson, AZ 2012 Richard Harrison Bailey/The Agency All Rights Reserved.

97. by#Erika#Chaney#################by#Fred#Leary####################by#Sarah#Martens############by#Nathan#Schweke# that learning -or faith- is dry, stuffy, or stale by#Melissa#Strich###############by#Kimberly#Klotz#########by#Yharelli#Chamboneth##by#Candice#Huntsman# We Dont Believe ... 2012 Richard Harrison Bailey/The Agency All Rights Reserved.

105. Rick Bailey, Principal, RHB, @richardhbailey Sam Waterson, EVP, RHB, @slwaterson RHB.com #CCCU Chris Williams, Director of Marketing Joe Davis, Director of Admission Thanks. 2012 Richard Harrison Bailey/The Agency All Rights Reserved.