 I’m going to show you Loyola. Anything in yellow is on both lists and there’s a lot of yellow here. So we know we have a lot of overlap with Loyola; world-class city, diversity, their number two…in strong academic reputation, we’re number 10. That’s probably about accurate but also this instrument that we used wasn’t really precise enough to make a huge distinction between number two and number 10, but we know directionally, they’re usually a little bit above us.
But the thing that we do have is, because of our focus on teaching versus research, we do sort of own those faculty connections in a way that Loyola, as a Jesuit institution, doesn’t. Marquette, also a lot of yellow. Not surprisingly, Milwaukee is not seen as a world-class city. I know that’s where we’re having this next year. It’s a great place, it’s really fun but not seen as a world-class city and not seen as a diverse place. But if you know anything about Marquette and their student population and where they’re located, this makes complete sense. So we saw an opportunity to differentiate ourselves versus Marquette as well.
So the interesting thing happens here, when you put the two things together, when you put importance and equity together. So the Y-axis is just the absolute score on importance of the characteristics. The X-axis - I’m also very clumsy. That’s the poor thing - the X-axis, DePaul’s equity on these characteristics and that’s the difference between how DePaul scored on the characteristic and the composite of Loyola, Marquette and UIC. We didn’t include Notre Dame in here because they’re so different.
20:29 We went ahead and grouped this and I know you can’t read this, so I’ll tell you what they are. In the benefit areas; so red is respected academically, green is prepared for the real world, blue is career opportunities, purple is multicultural perspectives and dark blue is social awareness. It doesn’t really matter, you don’t care so much what our specific characteristics are including this, we’ll just show you the methodology of how we did this.
So the upper-left quadrant is the requirement segment. These are the characteristics that are really important to people but that DePaul doesn’t own and DePaul probably will never own. So these are things that we need to talk about because they’re very important to people but we to do it in a way that recognizes we’re not going to be differentiated on it. So there’s a lot of red here and those are the respective academics.
How many institutions are really going to own respected academics? A couple, but for the rest of us, it’s a price inventory into the category, we have to talk about it, but we’re not going to be differentiated on it. The lower-right are the supporting differentiators. These are the things that are highly associated with DePaul but are not really important to people.
So we have to talk about these things because they are very important part of our equity but we have to do it in a way that helps people understand why they’re important. Not surprisingly, all of our missions, elements are Catholic Vincentian. We’re a Vincentian institution; that’s Saint Vincent De Paul, there are only three Vincentian institutions in he U.S. so no one outside of DePaul has any idea what Vincentian means.
Well, except St. Johnson, the other two. So we see all of the…what we call mission characteristics down here which is not surprising. The upper-right is the strategic drivers. Theses are the things that are both important and differentiating for DePaul. So this is the sweet spot for us. And so, we see a lot of green here which is prepared for the real-world and that’s very consistent with what we know about ourselves that our students or alumni say that DePaul prepares people for the real-world.
And then we also see multicultural perspectives - a lot of purple up here. So that’s the way this works. It really allowed us to get a clear picture of what we own and then those other things that we have to include in the brand because they’re really important to people. So it was very helpful in people’s understanding of all of these. I’m not going to talk about the less important or undifferentiated.
So when you line all this up, the characteristics, grouped by benefit area and the role, you get a nice picture for what the key benefit areas are for DePaul. So the top two are the requirements; respected academically and career opportunities. The bottom two are our supporting differentiators; multicultural perspectives and social awareness and the strategic driver; prepared for the real-world.
Now, you’re probably looking at these and saying, yeah there’s a lot of similar language with a lot of other institutions and that’s true, that gets back to the point that I made earlier that we have a limited number of words within the English language that we can use to describe what we all do.
So it is a challenge but we believe that the combination of these five benefit areas communicated in a way that illustrates how DePaul delivers on these things is very differentiating for us.
This is our unified brand positioning statement. I’m not going to read it to you, except to say that our brand promise is for the university’s primary audience is DePaul is the university that prepares graduates to work, to succeed and to contribute in the global community, and then all the rest of it explains why that so. So it includes our major proof points.
We did not go back and do research on this positioning statement. We didn’t go back and have focus groups and have people react to it. But we did expose it to a lot of people across the university. We showed it to a lot of faculty staff, students and we said does this represent DePaul and what we want to be and does it make you feel proud to be part of this institution?
And the feedback we got was yes to both questions, that people really thought that it felt like DePaul in a very aspirational sort of way and that made them feel proud to be part of the institution. This is obviously internal language. It’s not something that external audiences would ever see but it’s a helpful filter to put all of our communications through. We can check all our communications against this and all of the elements of the strategic plan, as well, to say does it fit within this overall framework?
This is our brand identity. You can see that the four pillars of our brand are respected academics, real-world knowledge, multicultural experiences and social responsibility. Our brand essence is urban educated, world ready. And then you can see on the outer ring those secondary identity elements, the things that are still important but less important than those main four.
And then the next step after this, which I’m not going to go into this level of details, you don’t really care, it’s just we’ve defined what each of these words mean with three or four statements that talked about what this means, what it means, what social responsibility means at DePaul. So education that encourages service, Catholic Vincentian - those things that define those labels.
So this whole thing was approved by our senior leadership last December and we were fortunate to be asked to kick off the 2018 strategic planning process. We saw that as a good sign that people were open to starting with the brand and recognizing that everything that we do has to start with the brand and that we need to keep the brand in mind in our strategic plan development.
We did the road show. We went around and talked to all the key college and divisional staff and all of our frontline staff. So we’ve talked to admissions, the career center, financial aids, student records, everybody, all the colleges, and we have developed key message, statements for them. So when we talk about academic reputation for the business school, for instance, what are the key proof points, what are those things mean.
We have a brand resource site that allows…that helps people understand how to use the brand, how to use talk about the brand, and so we’ve re-launched that. And then I’m very happy that I can now show our advertising because the last time I gave this presentation, which I’ve given a number of times, we didn’t have any advertising.
So it was just like, okay, well, that’s it. We’ve got nothing to show you. But I do have the advertising that I can show you which launched in September. So the campaign is called greater perspectives and it is…the idea is that at DePaul, education allows you to look at the world in different ways.
So the print advertising, which we don’t really have a lot of print advertising, so I think these are beautiful but we don’t really have a lot of it. This is not an apple. This is proof of gravity. It’s a genetic cousin to the raisin. No, rose. And it’s a $10 billion global market. 
The idea, you can look at objects that we all think we know what it is and it can be defined in lots of different ways. This is not a light bulb. This tripled the modern work day. It separates the third world from the second and it’s lowering the crime rate in the inner city. This is not a bus shelter, illustrates how this can be used in an environment.
So, obviously, this is at a bus shelter. This is the intersection