Develop National Brand Marketing Strategy

Develop National Brand Marketing Strategy

(The Think and Do Advantage || Strategic Investments || Brand Expansion)

Project Leader: Katherine Taylor

Project Members:
Chris Boyer
Mike Charbonneau
Mike Cuales
Meghan Fitzgerald
Jennifer Gilmore
Justin Hammond
Natalie McCoook
Stephanie Menio
Mark Minor

Project Description: As reflected in the university’s effort to create a new Strategic Plan for the next 10 years, elevating NC State’s brand and reputation is a top interest of faculty, staff, students and alumni. A stronger brand results in many positive, tangible benefits for the university, from increased student applications to improved rankings to enhanced financial support. We will elevate the brand outside of traditionally targeted in-state, North Carolina markets through an ongoing, year-round marketing strategy that incorporates a variety of paid campaigns and marketing channels aimed at key publics. This strategy is being approached in two broad categories: overall general brand awareness throughout the country and key market brand strategies in targeted areas of key interest and impact for NC State.

Ultimate Goal: By June 30, 2021, we will present 3 (good, better, best) comprehensive advertising campaigns and corresponding budget needs for approval to leadership to show what different budget levels could accomplish.

Project Updates:

Project Outcomes:

  • Received funding to develop creative assets and manages the execution of advertising strategy and final brand lift analysis
  • Brand lift measurement studies completed
  • Synergy and cost-sharing with other initiatives including marketing automation, partnerships, and strategic brand management