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Michigan Association of Community Colleges A Marketing Proposal

Michigan Association of Community Colleges A Marketing Proposal. Pamela Cox-Otto, Ph.D. - CEO Mark Mastej - Research. Brand Process. Why Now?. • Increasing Competition for Resources • For Profit College Revolution • Online Tsunami Once, LOCATION trumped all. Now its Access .

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Michigan Association of Community Colleges A Marketing Proposal

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  1. Michigan Association of Community Colleges A Marketing Proposal Pamela Cox-Otto, Ph.D. - CEO Mark Mastej- Research

  2. Brand Process

  3. Why Now? • Increasing Competition for Resources • For Profit College Revolution • Online Tsunami Once, LOCATION trumped all. Now its Access. More importantly, Perceived Access.

  4. MCCA Approach • Locally strong and responsive Community’s Colleges • Augmented by the statewide range of programs, services and options Michigan’s Community’s College are All Things to Our People

  5. The Goal is.... A Brand that: •Resonates with legislators so they will fund you • Voters so they will support you • Students so they will want you • Faculty and Staff so they will echo you

  6. Branding Research

  7. Step One: Internal •Internal Aspirations are Critical •Internal Beliefs Drive Acceptance • Online survey link distributed in the next two weeks • Image focus only

  8. •High School Students • Parents/Counselors • Business and Industry • Working Adults • Focused Audiences (Underserved) Step Two: External Qualitative • Composite Image Issues • Attributes to Test

  9. Step Three: Quantitative •Statewide Random Survey •Create Core Brand Elements • Shared Image that can be strengthened and used as a Focal Point

  10. Plan: Rollout a Complete Campaign in July

  11. Why All this Research? • Unlike Corporate Brands, they must make internal groups (faculty/staff) happy • Unlike Corporate Brands, you don’t have $$$ millions to create it • Unlike University Brands, they must resonate with a watchful community with a long memory • Unlike University Brands they must appeal to a multi-generational audience

  12. What Can it Do for Michigan Community Colleges?

  13. Shared Understanding of Value Proposition

  14. Cost-Effective Resources

  15. Degree Completion

  16. Enrollment Support

  17. State Level Storytelling Support

  18. In All Media Types

  19. Message Issues • The Three Messaging Mistakes • Shift the Value Proposition to the Leverage proposition • Roll Out in Stages • Value our Graduates…Value Us • It must have “Legs”

  20. Campaign Issues • Colleges Must Reinforce and Carry local Weight • Consistent, Flexible • Play in Urban AND Rural • Drive the State Message and Not Silence the local message

  21. interactcom.com youtube.com/interactcom facebook.com/interactcom twitter.com/interact

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