SERVICES PROVIDED TO THE EDUCATION MARKET


Brand Discovery Workshop For an institution considering a formal brand program, this workshop provides a forum in which senior staff, board members, and major stakeholders can objectively evaluate the strength of their current identity, review the key attributes of the institution, and determine the degree to which this resonates among constituent groups. It is a solid kick-off to a more formal branding study.

Institutional Brand Identity Program Our proprietary Market Voicing(SM) brand development process involves research-gathering, including extensive stakeholder interviews, insight identification, competitive set analysis, brand positioning and promise identification, and creative messaging development including a brand signature line. Institutions for whom we have implemented this program find that they have, across all constituent groups, a renewed energy and a singular voice of confidence and pride.

Brand Development Plan Building brand awareness first requires that all members of the institution's community understand the brand and know what their roles will be in its development. Our strategic planning services identify the overarching goals for the institution and the strategies for reaching them through integrated, multi-media marketing programs.

Brand Book This communications piece—available in both printed and electronic form—brings the brand identity to life for the institution's entire community.

Web/Email Program Development An institution's Web program is an increasingly important component of the brand communications toolset. Our services cover the total range of program implementation.

WEB PROGRAM ANALYSIS  Many schools, and the individual departments within them, are finding that their initial website implementation has grown stagnant, yet they do not have the processes or resources in place to update the site in support of their goals. Our analysis will evaluate the current state of the website and understand the goals of the individual departmental teams charged with its management against the marketing and communications objectives of the institution.

WEB/EMAIL PROGRAM DESIGN AND DEVELOPMENT  Upon acceptance of a web program plan (based on the above report), we design and implement complete website and email communications programs. Our goal in all of our implementations is to provide the individual departments—the content owners—with a set of tools that allows them to manage a dynamic Web presence with ease and confidence.

INTEGRATED COMMUNICATIONS FOR ENROLLMENT MANAGEMENT  The strategies and tools available for student recruitment marketing are always evolving, but the focus of the effort must remain unchanged: building relationships and maximizing the efficient use of resources. Our integrated program of printed materials, email messaging, and website development leverages the brand promise of the institution and connects with prospects at each stage of the recruitment cycle. Beyond the design and production of these tools, we work with Admissions staff to provide them with the skills and training they need in order to have independent control over website content, utilize personalized email messaging, and track all site usage statistics.

WORKSHOP SERIES FOR ELECTRONIC COMMUNICATIONS MANAGEMENT
This multi-level series of informational workshops is geared for the non-technical staff members. It explains the basics of setting up websites and email programs, either as part of an institution's IT system or independent of it utilizing outside hosting services, on up to the management of integrated and dynamic web programs. The focus is on the independent control of website development including content updating, utilization of custom email, and monitoring of visitor site usage habits.

Institutional Graphic Identity Our work for an institutional identity includes interviews with key stakeholders and is based on a review of logotype, symbol, and wordmark designs in use in the education market. We also review the history of the institution's identity and assess the visual aspects of the brand. The initial selection of designs, presented for review and discussion, is followed by a presentation of them in common use. Once selected, a comprehensive graphic standards manual is produced.

Development Campaign Support Working with the development team, we provide services to support campaign theme ideation and campaign literature design. We also extend campaign outreach to the Web with ecommerce implementations and email communications.