Frequently asked questions
- What is the definition of marketing?
- What is integrated marketing?
- Why does Memorial need integrated marketing?
- What is a brand? Why is it important for Memorial to have one?
- What is Memorial’s brand positioning?
- How is the brand positioning conveyed in an engaging way to target audiences?
- What are the imperatives for implementing the brand strategy?
- The use of the tagline Become in this way is unconventional and even ungrammatical. Why has this word been chosen?
- How can I get advice on adopting the brand within my unit?
- Where can I get further information about Memorial’s brand-building process?
The American Marketing Association defines marketing as:
"Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. (Approved October 2007.)"
An expert in educational marketing, Larry Lauer puts it well:
“A holistic approach to organizational communications, integrated marketing combines the power of marketing, advertising and public relations and involves the entire organization in communicating a consistent message.”
When all institutional marketing efforts are co-ordinated and focused, their impact is greater.
Memorial University has ambitious goals for the recruitment of students nationally and internationally, for fundraising from alumni, donors and companies, and for attracting research funding from external organizations, among others.
Achievement of these goals requires that the university have a comprehensive and integrated marketing program designed to reach target audiences with a planned effort.
A consistent look-and-feel with consistent messages guiding the communications to all these audiences is essential to break through all the advertising and communication noise we all face daily. Consistency makes it easy for our audiences to recognize Memorial publications and other communications quickly and it improves message recall. People are more likely to recall what Memorial is all about. It also helps assure them they have arrived on an official Memorial University website, YouTube channel, Facebook page, Twitter feed or are reading an official report or brochure.
At its core, a brand is a promise, based on a set of values. It is a complex set of symbols, meanings and associations. Components such as logos, slogans, campaigns and promotional materials are manifestations of the promise – one that is true to who we are as an institution; unique when compared to other universities; and salient, such that our constituents will be engaged by our promise.
Our goal is to capture and express a singular, compelling idea about Memorial that will engage our audiences, enhance profile and reputation, and help advance the university’s goals within the province, nationally and internationally.
The notion of brand positioning represents how an organization wants its constituents to see them and talk about them – how the brand is ‘positioned’ in the hearts and minds of key audiences.
"Memorial provides the freedom to explore and experience your ingenuity."
Both accurate and aspirational – key requirements for brand positioning -- this statement will provide the focus for all institutional marketing efforts, though this exact wording will not appear in an ad or brochure.
What the positioning statement says about Memorial:
- It’s core to how we approach teaching and learning, research and public engagement
- It’s reflected in the breadth and flexibility of our offerings
- Our ingenuity and resourcefulness demand it
- Our supportive and safe environment makes it possible
- It’s true to our history, our character, our spirit as a place and a people
To be effective, our positioning must be translated into materials and activities – advertising campaigns, brochures, websites, special events, etc – that tell our brand story in a singular and compelling way.
See examples at www.mun.ca/marcomm/showcase
To ensure that we continue to exemplify the brand and live it to the fullest, we need to consider a number of factors:
- Understand the implications for how we “live” and communicate the brand
- Focus on, and better understand, our target markets
- Reflect the brand and positioning in all of our communications, marketing and outreach, making ingenuity inherent in these efforts
- Understand that branding is a marathon, not a sprint:
- It happens over time
- It requires staging
- It demands consistency and tenacity
- Embrace and celebrate ingenuity across the university
The use of the tagline Become in this way is unconventional and even ungrammatical. Why has this word been chosen?
Yes, we have taken some minor liberties with the usage of the word Become, which is our tagline.
This is a word that reflects a concept that we want to embrace in all our activities – the word (like Memorial itself) opens up a lot of possibilities.
It means ‘to transform’, which is the essence of the Memorial University experience.
It is an invitation to people – students, faculty, staff, alumni, prospective students and employees, and others -- to be transformed, to develop their innate ingenuity and abilities, though their involvement with Memorial University.
We have taken some creative license, since it is a slogan – which culturally does not necessarily need to conform to strict rules. Most slogans are, in fact, fragments, ideas, concepts, such as:
- Dal: Inspiring minds (double entendre, but more of an expression of what they believe)
- York: Redefine the possible possible is awkward in normal English usage; it’s acceptable as a short statement about their beliefs)
- Apple: Think different. (should be Think differently (adverb modifying verb ‘think’) but they wanted the slogan to reflect their attitude).
- Yahoo!: Do you Yahoo? (turning a noun ‘yahoo’ into a verb, ‘to yahoo’).
Also, we can use the word/concept in multiple ways for multiple purposes:
Become a nurse (or other professional);
Come. Become. (to prospective students);
The place where people and ideas become.
Our unique and consistent usage of the word/concept allows us to “own” it and by our actions we imbue it with special meaning.
Marketing & Communications will be pleased to meet with university units to discuss their marketing needs and how our office can assist. Contact us via firstname.lastname@example.org or 709-864-6706.
A new web page has been developed to share information about this process – www.mun.ca/brand.