WHO WE ARE
Exclusive 2-year college marketing & communications organization
1,700+ members
560+ colleges (half of all CCs)
Second largest AACC affiliate
THAT’S NICE,
BUT WHO ARE YOU, REALLY?
An organization of and for communications professionals that gives our members the tools so they can better help you accomplish your institutional goals through strategy and execution.
And we don’t cost a lot.
FROM BLAH
TO BOOYAH!
ORGANIZATIONAL CHANGE
PARTNERSHIPS
COMPETITION
VALUES
WHY REBRAND?
MARKET PLACEMENT
IT’S TIME
* Forbes
WHAT CAN (AND CAN’T) A REBRAND DO FOR YOUR INSTITUTION?
A REBRAND CAN REINVIGORATE A STALE BRAND
A REBRAND CAN SUPPORT STRATEGIC EFFORTS
A REBRAND CANNOT FIX A BROKEN BRAND
A REBRAND CANNOT FIX DEEP INSTITUTIONAL ISSUES
Do you have the talent and resources to go it alone?
Do you have the budget for an agency?
INTERNAL OR EXTERNAL?
What are current brand perceptions?
What do stakeholders want?
ASSESS & LISTEN
Change is hard. Transparency is key.
Set clear expectations.
COMMUNICATE
BEFORE YOU REBRAND. DO YOUR HOMEWORK.
OUR BRAND CHALLENGES
50 SHADES OF RED
GOING ROGUE
First in recent memory for whom knowledge about a diverse country and world is actually regressing.
WHAT EVEN IS THAT COLOR?
LOGO
PROBLEMS
A REBRAND IS AN OPPORTUNITY TO HONOR A COMPANY’S ROOTS WHILE POSITIONING IT FOR THE FUTURE.
Dalton Dorne
READY TO REBRAND?
HERE ARE A FEW TIPS.
“BRANDING IS ABOUT SO MUCH MORE THAN WHAT PEOPLE SEE. IT’S ABOUT HOW YOU MAKE PEOPLE FEEL.”
KIMBERLY HAYDN
YOUR BRAND IS
Customer service
Timeliness of Communication
Ease of Enrollment
Campus Culture
Facilities and Grounds
EVERY EMPLOYEE
THE STUDENT EXPERIENCE
Tone, Voice
Communication
YOUR MESSAGE
What others say about you
When students have formed an opinion, they engage - and tell others about it!
PERCEPTION & REPUTATION
YOUR BRAND
DURING A CRISIS
Solid crisis management strategy is invaluable to your brand.
How you act in times of crisis will have an impact on your brand.
Communication is crucial:
Yes, brand matters.
HAVE A LITTLE FUN!
MARKETING
AIN’T
KINKOS.
Q
WHO DETERMINES �WHICH PROJECTS MARKETING
PRIORITIZES?
MARKETING
SHOULD
period.
A
OF COURSE, WITH STAKEHOLDER INPUT
TRUST MARKETING �TO BE YOUR STRATEGIC ADVISOR
STARTING WITH
YOUR COLLEGE’S
STRATEGIC PLAN
WHY THIS MATTERS… FOR EMPLOYEES
WHY THIS MATTERS… FOR STUDENTS
also includes a personalized welcome letter and a small gift
WHY THIS MATTERS… FOR YOUR BOARDS
Key talking points for
Supports the messaging college leadership uses with community, business, and legislative leaders.
DEFINE & ITERATE YOUR BRAND
DOCUMENT YOUR FRAMEWORK
BUT WHERE’S YOUR PLAN?
+
=
NIMBLE MARKETING
THE DAYS OF �“BUILD IT, AND THEY WILL COME” �ARE HISTORY.
THE BIG QUESTION… WHY?
“There’s no way enrollment will be effective without marketing and marketing needs to be in the driver’s seat when it comes to enrollment.”
DIANE WALLESER, ED.D.
CEO, INTERACT COMMUNICATIONS
“MARKETING
IS A
CONTACT SPORT”
THE BRAND PUZZLE
CUSTOMER SERVICE MINDSET
MARKETING IS NOT JUST CREATIVE
DATA CENTRIC
ENROLLMENT MANAGEMENT HAS EVOLVED
HIGH TOUCH MESSAGING
CONSIDER THIS
SNHU makes contact �within 36 seconds of inquiry.
�
How can community colleges �learn and adapt?
This is your brand!
My president solicits marketing perspectives and expertise when considering college initiatives and projects.
— NCMPR Survey
I feel that my perspective and expertise is leveraged sufficiently when leadership considers important college initiatives and projects.
— NCMPR Survey
QUESTIONS?
MANDY HEIL
ASSOCIATE DEAN
COMMUNICATIONS & MARKETING
ARIZONA WESTERN COLLEGE�YUMA, AZ
mandy.heil@azwestern.edu
KEITH PAUL
EXECUTIVE DIRECTOR�MARKETING COMMUNICATIONS
NORTHERN ESSEX COMMUNITY COLLEGE�HAVERHILL & LAWRENCE, MA
keith@keithpaul.net