Back in April, I posted the picture below of a Tarleton State University billboard on I-35 in Waco, Texas. My opinion was that while the billboard was clever, it was probably not effective (See: Clever? Yes. Effective? Probably Not). My main beef with the board was that it told me nothing about the Tarleton State brand. What is Tarleton State University, other than another state university that teaches kids? A good discussion followed in the comment section.
Last month, new artwork replaced the old, clever billboard. Compare the two pictures below. How did Tarleton State do with their new message? Do you get an understanding of the Tarleton State brand?
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| Tarleton State University Billboard - April, 2009 |
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| Tarleton State University Billboard - October 2009 |
Looking at the new billboard, I would guess that the Tarleton brand is preparedness. But did you notice the website address change? The Tarleton - Waco campus is an extension campus at the local community college. I wonder if the targeted website will confirm my brand guess. A trip to the special Waco website features this video:
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Unfortunately, the video is standard education institution fare and does not advance the brand. It's simply a list of products available, with no insight into what's special about Tarleton State University. It just says "here we are, here's what we sell."
A quick look at the website doesn't reveal much more:
Notice the emphasis on the "I am" in the two student videos in the lower right corner? That "I am" theme is occasionally sprinkled throughout the Tarleton State University parent website as well. Is that the Tarleton State brand? If so, does it carry any weight and do what a brand is supposed to do?
My maxim is that no advertising or promotion should be done that doesn't advance your brand. Now that you've had a chance to compare the billboards, watch the video, and visit the website, what do you think? Is the new Tarleton State billboard more effective? Do you have a clear understanding of the Tarleton State University brand?
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6 comments:
You hit it right on the mark.
Companies that "do" advertising often fall into the trap of believing "I am what my advertising says," when in fact, when you examine the substance of their advertising claim, you find it far less convincing.
That is NOT necessarily because their claims lack merit, but that throughout their organization, they have not developed or funded a cohesive strategy for communicating the validity of their claim.
It takes HARD WORK, DIRECTED THOUGHT, and MONEY to do that. And it isn't just about the written or spoken word. It doesn't just "happen" because they built a website and populated it with the copy from the printed materials (or, for that matter, if they put up the standard fare, undifferentiated video that people can see in some form or fashion ANYWHERE). People expect the Web to be much more dynamic than that.
Plus, since their incremental cost for going back to Google is very small, an organization like TSU must TREASURE the attention that they've been given and endeavor to make that time VALUABLE for the visitor.
Otherwise, the money they spent on that billboard (though it's much improved from its previous version) is just wasted.
It is apparent to me from the billboard that they endeavor to sell "hope" and "opportunity" and even "excitement." However, upon landing on their website, all I get is "boring."
People who are already sold on attending TSU, which I'm sure is a fine school, will have a different perspective. They're looking for confirmation or specific information rather than brand. Yet even these people can become "advocates" if they believe in the brand, so it's useful to bring them into the fold, too.
However, if TSU were simply in the consideration set and other factors were equal, their ability or inability to portray themselves as purveyors of "hope" and "opportunity" and "excitement" would certainly have a huge impact.
The billboards do it well, but the website does not. I imagine they simply haven't been given the budget to do it well, but it's important enough that they should find it.
(Then again, if the message on the billboards is a "campaign," and not a "brand message," then they can forget everything I just said and invest their money in more fruitful pursuits).
They've made a step in the right direction. Changing everything at once, can be a time intensive and money hungry endeavor - one that not everybody has the luxury of doing. I can only assume that in the coming months they will roll more of the "I am" into other areas.
However - these folks must not be paying attention to other ads. The University of Phoenix has been running "I am" ads on TV for some time now. It'll be tough for Tarleton to out-spend them.
TSU should also keep in mind that their students and alumni are their best advertisements. I don't know what their entire media budget is, but I know it can add up quick. They'd do well to dedicate a potion (or all for a time, if there is a severe competitive problem) in improving the student experience and quality of education (which are linked). That may include a digital component, which, if accessed through their public website may include a website overhaul to ensure continuity in the experience.
If they don't get the education and experience right overall, it doesn't matter what they do with billboards or their public website.
Budget issues aside, Cam and Jack, my opinion is that this is a case of cloudy branding. Tarleton State either hasn't done the hard work of internally committing to a brand or they are hesitant to make a public stand on a brand promise. They are not alone. Most higher education institutions suffer from brand cloudiness. If you watch college football on Saturdays, each university is given a 30 second commercial in the game. They all say about the same thing, the only difference is the production of the commercial.
Tarleton State University would do well to pick a promise, or even one word, on which to hang its Texan hat. Cam, I like your suggestion of the word "opportunity." My wife earned her masters from Tarleton while she was a full-time working mom. Tarleton gave her the opportunity to earn an advanced degree which later allowed her the opportunity to win a very nice job.
I understand your message loud and clear. Branding needs to have a clear definition, not a lot of noise that makes the message indiscernable. This has been a big subject for our little company. The question being "Does my future customer really know who I am and what I do?"
This example gives even more insight and thoughts to ponder on.
@Jonathan
It's also about adding clarity and personality to your business, and making it easier for future customers to choose you. The result of a clear brand is increased value.
If someone is trying to make the important decision of where to get a higher education, which school do they choose? If the two primary choices are both saying the same thing: "you can earn a degree here and we have all these programs" the the future student gets no help in making the decision. If that is the case, as Cam points out, their marketing budget is wasted.
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