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Slide Notes
Welcome, today I am going to share with you what we titled on the agenda the "Brand evolution" but since we have some new people in the audience and it doesn't hurt to review everything.
Recap
Celebrate some accomplishments
What's Coming Up
How you can play a role
The Future of Full of Possible
But first I want to say thank you for your patience, this has been a long road and will continue to evolve and change but as your little note says something take time. But I appreciate all the patience and time you've dedicated to embracing this process even if it meant you had to wait for items.
Recap
Celebrate some accomplishments
What's Coming Up
How you can play a role
The Future of Full of Possible
But first I want to say thank you for your patience, this has been a long road and will continue to evolve and change but as your little note says something take time. But I appreciate all the patience and time you've dedicated to embracing this process even if it meant you had to wait for items.
Onward and Upward
Published on Apr 03, 2016
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onward & Upward
full of possible 2015-16
Welcome, today I am going to share with you what we titled on the agenda the "Brand evolution" but since we have some new people in the audience and it doesn't hurt to review everything.
Recap
Celebrate some accomplishments
What's Coming Up
How you can play a role
The Future of Full of Possible
But first I want to say thank you for your patience, this has been a long road and will continue to evolve and change but as your little note says something take time. But I appreciate all the patience and time you've dedicated to embracing this process even if it meant you had to wait for items.
Recap
Celebrate some accomplishments
What's Coming Up
How you can play a role
The Future of Full of Possible
But first I want to say thank you for your patience, this has been a long road and will continue to evolve and change but as your little note says something take time. But I appreciate all the patience and time you've dedicated to embracing this process even if it meant you had to wait for items.
Recap: 2014-15 Brand Chapter
- Who we are
- Where we want to go
- What we want to sound like
- What we want to look like
- What we want to be known for
- And most importantly, WHY!
Celebrations
Full of possible 2014-15
I just love this picture of Hadeal, so happy and full of life so I thought it only fitting to have her photo connected to celebrations.
What we've done
- Developed brand promises, creative look, audience tone.
- Built new publications and templates.
- Transformed front entrance.
- Completed phase 1 of website transformation.
- Created a robust social media plan.
- Transitioned from resource mentality to publications that create engagement.
- Launched a mobile application elevating fair experience.
As I shared earlier, we spent a lot of time defining our brand in terms of who we are, what we wanted to look like, sound like and so on. But we also accomplished a lot of things to a brand foundation.
Brand promises, what it will look like and sound like.
New publications and templates such as the Career Guide, PowerPoint and even some poster templates.
Website
Increased social media engagement
Transitioned from just resources to publications or mindsets that create engagement such as the workbook like format for the Career Guide.
Guidebook app experience at CareerFest
Brand promises, what it will look like and sound like.
New publications and templates such as the Career Guide, PowerPoint and even some poster templates.
Website
Increased social media engagement
Transitioned from just resources to publications or mindsets that create engagement such as the workbook like format for the Career Guide.
Guidebook app experience at CareerFest
Photo by Daniel Kulinski
What's Coming Up?
2015-16 A Future Full of Possible
We've planned a lot of things and many are in the works. I am just going to give you some quick preview of what will be coming in next 5 months. You will learn more about these projects so I won't spend a lot of time on the "How"
August 2015
- Front Entrance Artwork
- Undergraduate Career Guide
- Digital Signage
- Full of Options Event Listing
Artwork
September 2015
- Style Guide
- Email Signatures
- Staff/Student Photo Shoot
- Giveaways/Apparel
- New Apparel
- Branded Table Cloth
- Guidebook UB Branded App
Untitled Slide
Untitled Slide
Ipad kiosk
In the waiting area, to capture survey information and even students checking in.
October 2015
- Graduate Student E-Guide
- Student Flip Cards
- Bulletin Board Project
- Marketing Project Request
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Untitled Slide
Untitled Slide
3d displays
As you know we have several display cases and bulletin boards, Jim will be working on a project in terms of how to create displays that are 3D and interesting throughout campus to draw attention to our office.
November 2015
- Faculty/Staff Publication
- Begin Phase 2 Website Enhancements
December 2015
- Library Transformation
- Employer Publication
Library Transformation
January 2016
- Library Ribbon-Cutting
- SUNY IITG Online Career Module Launch
- Relationship Case Study (SEAS)
Evolving & Upgrading
Ex. If Blackberry Didn't Stay the Same...
So now that we've reviewed the foundation of the brand as well as what's coming I wanted to take the rest of our time together to share with you how we can work on upgrading the brand.
How many had a Blackberry at one point?
How many have a Blackberry now?
Why is that?
While the world was changing and technology was evolving Blackberry stayed the same. In a very short time period they became not relevant anymore. What we will be focusing on is continuously evolving and upgrading the experience.
The reality is that students will always come here, alumni will always want help, employers will want to connect with students, parents will want to know the money they are investing will pay off, because what we do matters. But I want you to think about the student that is walking down the spine, comes to UB with hopes and dream, imagining a future filled with happiness a career they are passionate about and then after 4+ years they go into the world not understanding themselves and where their skills and strengths might fit best, they end up working in a job that makes them miserable, spending years unhappy and even jaded. This is a dreary picture right? But its the reality of for many students at UB which makes it even more critical that we reach those students through our brand and marketing no matter where they are. so they can create an amazing life that is full of possible.
How many had a Blackberry at one point?
How many have a Blackberry now?
Why is that?
While the world was changing and technology was evolving Blackberry stayed the same. In a very short time period they became not relevant anymore. What we will be focusing on is continuously evolving and upgrading the experience.
The reality is that students will always come here, alumni will always want help, employers will want to connect with students, parents will want to know the money they are investing will pay off, because what we do matters. But I want you to think about the student that is walking down the spine, comes to UB with hopes and dream, imagining a future filled with happiness a career they are passionate about and then after 4+ years they go into the world not understanding themselves and where their skills and strengths might fit best, they end up working in a job that makes them miserable, spending years unhappy and even jaded. This is a dreary picture right? But its the reality of for many students at UB which makes it even more critical that we reach those students through our brand and marketing no matter where they are. so they can create an amazing life that is full of possible.
Photo by sofianeb
Our Road Trip
Do you want to show up in this bus?
Full of Possible is who we are, it's anytime we show up, it's anywhere we are so when David is in Grenier or Ed is in Architecture, Lauren in Kimball and so on, that's Career Services, it's beyond 259 Capen Hall and it lives in all of you.
So you are probably wondering why I have a picture of a bus. I love metaphors so I want you to imagine we are going on a road trip together. We want to bring along as many students, employers, alumni, campus partners and families as possible.
What do you think our road trip in this bus?
What do you think that says about us?
Don't you want it to be the "best experience ever"?
The reality is you are all driving the bus and your passion for helping students is the fuel that keeps it going, I've just been creating the pretty wrap that's on the outside of the bus or the frame if you will.
We are all responsible for the creating the best experience possible from the time someone walks into our office, to meeting us on campus, visiting our website, engaging with us on social media, emailing, calling, fairs, events, LinkedIn and the list goes on. It's everywhere we are. So I am asking for all of you to get on the Full of Possible bus and your ticket is to just be yourself and acknowledge how you contribute and share the brand in your daily work and beyond these walls. So to get us started on our little road trip I thought I'd bring us back to the time when Judy, Holly and Nancy made a rap about one of our brand promises.
So you are probably wondering why I have a picture of a bus. I love metaphors so I want you to imagine we are going on a road trip together. We want to bring along as many students, employers, alumni, campus partners and families as possible.
What do you think our road trip in this bus?
What do you think that says about us?
Don't you want it to be the "best experience ever"?
The reality is you are all driving the bus and your passion for helping students is the fuel that keeps it going, I've just been creating the pretty wrap that's on the outside of the bus or the frame if you will.
We are all responsible for the creating the best experience possible from the time someone walks into our office, to meeting us on campus, visiting our website, engaging with us on social media, emailing, calling, fairs, events, LinkedIn and the list goes on. It's everywhere we are. So I am asking for all of you to get on the Full of Possible bus and your ticket is to just be yourself and acknowledge how you contribute and share the brand in your daily work and beyond these walls. So to get us started on our little road trip I thought I'd bring us back to the time when Judy, Holly and Nancy made a rap about one of our brand promises.
Our promises
Remember this?
Show Judy, Holly, Nancy Brand Promise Rap and reference brand promises on sheet.
Help you no matter where you are
Whether you are on the road or unsure of the path, where you are is where career services will meet you.
Care about you
We provide a welcoming and enriching environment which celebrates you, by listening to and appreciating your unique story.
Guide You
Our experts will guide you by listening, understanding and offering knowledge and customized resources.
Listen to you
We hear you–what you need and want with the goal of finding the best way to meet your needs and wants.
Challenge you
We help you to be honest with yourself, acknowledge what you feel in your heart, recognize what you already know and step forward with confidence.
Connect you
We connect you to learning experiences, career resources, UB's vast alumni network and thousands of employers looking to hire UB talent.
Breathe life into your possibilites
Turning possibilities into probabilities
activity time!
Examples
Individually, I'd like you to think about some examples of how you demonstrate some of the brand promises. Then in your groups, I'd love for your to share this with each other and write some examples on the whiteboard sheets on your table and then we can share some examples with the rest of the group.
2015-16 Future of full of possible
The storytelling chapter: Elevating the Experience
This year we will be focusing on some key things in what I am calling the Story telling chapter where we are continuously enhancing and elevating the experience.
Photo by .reid.
How?
Photo by kevin dooley
By Focusing on...
- Moments
- Amazing Experiences
- Campaigns
- Curation
moments +
Looking at real-life human moments of our audiences
Better understanding the wants and needs of our audiences (Students, Alumni, Employers, Faculty/Staff, Families)
It's about being there at the right time with the right information.
It's about being there at the right time with the right information.
Experiences +
How can we create elevate the Career Services Experience?
The right experience that meets audience wants and needs but exceeds their expectations.
Ex.) STEM UP - we need a job and internship fair for STEM majors but we are elevating the experience by doing a tailgating them, marching band,
Ex.) STEM UP - we need a job and internship fair for STEM majors but we are elevating the experience by doing a tailgating them, marching band,
Campaigns +
Build 5 campaign themes based on moments and key strategies
Take the knowledge from moments, our ideas about elevating the experience and create campaigns that focus on themes that are important to us but also important to the audience.
Examples of a potential campaign:
Theme:
Real-World Experiences
What you should know...
A day in the life video series
Job Shadow Days Promotion (Social media posts, emails to specific departments, presentations, website pages and banners, digital signage etc.)
What can I do with a major in alumni website story cards.
On the Road Experience (Promote and educate to get ready for experience InterviewStream)
DearLeslie Instagram experiences
The key is we pick 5 themes that matter to our audience and interweave that theme in multiple ways through campaigns.
Examples of a potential campaign:
Theme:
Real-World Experiences
What you should know...
A day in the life video series
Job Shadow Days Promotion (Social media posts, emails to specific departments, presentations, website pages and banners, digital signage etc.)
What can I do with a major in alumni website story cards.
On the Road Experience (Promote and educate to get ready for experience InterviewStream)
DearLeslie Instagram experiences
The key is we pick 5 themes that matter to our audience and interweave that theme in multiple ways through campaigns.
Curation
find, create and share relevant high quality digital information
Essence share relevant information at the right time.
Social Media Team - A.K.A. Ninjas will be working on following trends, relevant topics to create our own digital information to share or put a UB Career Services spin on already existing information but we need your help too. Share as much information as possible so we can all keep on top of trends.
Examples
Curated Content from Fast Company. How might we use the "What you really sounds like in a job interview?" video
On Friday's we share humorous career related information on social media using #CareerHumor. If this topic is something our audiences struggle with why could we create our own version of "What you really sound like in an interview?" Or "Networking like a pro. How to not feel so awkward?" We know students struggle with networking so how can we make the topic easier to understand and relate to?
Infographics created by us fits into curation.
Social Media Team - A.K.A. Ninjas will be working on following trends, relevant topics to create our own digital information to share or put a UB Career Services spin on already existing information but we need your help too. Share as much information as possible so we can all keep on top of trends.
Examples
Curated Content from Fast Company. How might we use the "What you really sounds like in a job interview?" video
On Friday's we share humorous career related information on social media using #CareerHumor. If this topic is something our audiences struggle with why could we create our own version of "What you really sound like in an interview?" Or "Networking like a pro. How to not feel so awkward?" We know students struggle with networking so how can we make the topic easier to understand and relate to?
Infographics created by us fits into curation.
=Storytelling
Share on Social Media & Website
The stories we discover through conversations, connections, services that have benefited students, etc. By creating places where students can tell their story on social media on the web, speak on topics that matter to them and see themselves in what we do is when our audiences become real and what we say matters. It's more than just a one sentence testimonial, it's the real human stories that come with life. The student who got rejected several times but kept coming back to finally secure their dream job. The alum who had an unintended career change due to downsizing that we helped. The student who had a great idea and built a start-up from that.
I cannot be in every conversation, every connection or every appointment to be able to gather the beginning of a story so I need you. It's more than just sending me an email about a job placement, it's about taking some time to share the wonderful stories you are coming across each day obviously maintaining privacy where needed.
Key things to remember
- You are the brand. How do you live it?
- We will create amazing experiences together.
- Let's get in their space, in unique ways.
- Share stories!
When in doubt...
Remeber Hadeal!
