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Re-Branding:

Re-Branding:. How to Re-Energize Your Community and Contract Education Programs. presented by Leslie Larrabee Center for Training and Development College of the Desert & Celina Shands Gradijan Full Capacity Marketing, Inc. Opening of the Institute for Sales and Service Excellence (ISSE)

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Re-Branding:

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  1. Re-Branding: How to Re-Energize Your Community and Contract Education Programs presented by Leslie Larrabee Center for Training and Development College of the Desert & Celina Shands Gradijan Full Capacity Marketing, Inc.

  2. Opening of the Institute for Sales and Service Excellence (ISSE) Identity crisis Slowed growth Turnover The Impetus

  3. Vertically Challenged Contract Ed Community Ed WpLRC ATTEc ISSE

  4. The Action Steps Identified/Hired Brand Consultant Strategic Planning Sessions Brand Strategy Plans Brand Strategy Implementation

  5. Getting Grounded in Branding & Marketing Principles

  6. BrandingYour biggest asset • A brand is a collection of perceptions in the mind of the consumer

  7. Strategic Marketing & Communications • Advances your market position • Drives targeted customers to try products/services when the need arises, or to refer • Engages strategic partnerships that lead to leveraged and creative funding • Supports operational goals and objectives

  8. Power of the BrandNo other asset is quite like a brand • Your customer connects with your brand, not your strategic plan • Manage your brand just like any other asset in your organization

  9. Brand Components • Logo • Tagline • Products and services • Customer communication • Internal team alignment • Operational structure • Your mission

  10. Brand Touchpoints Companies that have consistently succeeded in building brand equity view their brand as a central organizing principle for all company activities, not just something they sell to consumers. If marketing messages establish the promise of the brand, the rest of the organization must deliver on those promises. Chartered Institute of Marketing - 2005

  11. The Concept of Brand Ambassadors Brand ambassadors are those within an organization that provide any aspect of the brand components to the customer.

  12. www.honeywell.com

  13. www.shop.nordstrom.com

  14. www.southwest.com

  15. Market Position Assessment Understanding Current Perceptions 1 Brand Strategy Position your Brand’s Mission to Market Demands 2 3 Operational Alignment Internal Branding & Systems Market Position Funding CUSTOMERS 4 Marketing, Communications, Sales External Brand Launch  2007 Full Capacity Marketing, Inc The Customer-Centric Roadmap

  16. Market Position Assessment • Current market perceptions of the CTD • Capability to impact the market • Market potential

  17. CTD Products & Services • Community Education • Contract Education • Economic and Workforce Development Program Center Grants (EWD) • Workplace Learning (WpLR) • Advanced Transportation Technology and Energy Initiative (ATTEc) • Special Industry Initiatives • Institute for Sales and Service Excellence (ISSE)

  18. CTD Primary Targets • Students that seek to expand knowledge, and need employability skills • Incumbent workers seeking to improve skills, and/or a new or second profession • Residents of CV looking to improve their professional and personal skills and knowledge • Business/industry that need incumbent worker training and/or new workers • High Growth Sectors include: retail, hospitality, construction, healthcare, manufacturing, tourism, government, emerging technology and multimedia

  19. CTD Secondary Targets • Key influencers of CTD that can: • Partner with CTD to help market its mission • Influence others to partner with the CTD • Work with CTD directly on special initiatives

  20. CTD Secondary Targets • COD faculty and staff • CVEP and economic development agencies • Riverside Co. WIB/One-Stop Career Centers • Palm Springs and Desert Cities Convention and Visitors Authority • Community-based agencies – i.e. Boys and Girls Clubs • Political constituencies • High schools and school districts • Transit agencies • Air quality management district • State agencies • Other colleges • Associations: Desert Contractors Associations; Club Managers of America Association; industry associations; tourism boards

  21. Market Research Highlights • Brand Awareness • Private Sector Businesses - 35.4% • Government Sector – 30% • Brand Comprehension - out of the 35.4% of the private sector businesses that had heard of the CTD, only 23% knew that they provide training and education services • CTD current customers very high satisfaction and perceived value levels • Very high confusion over college terminology – i.e. contract education; workplace learning programs; community education

  22. Recommended Brand Platform • Brand Platform Theme: Talent • Brand Elements: • logo • tagline • mission • brand messages

  23. Former Logo/Tagline Enhancing personal, profession, and business success

  24. Re-branding the CTD

  25. Former Mission We create business relationships to enhance personal and company success through premium training and exceptional services

  26. Refreshed CTD Mission Our innovative training, education, and consultative solutions build and shape workforce talent for organizations to grow their business, and to retain quality employees in a globally competitive environment, and for students and workers to continually develop new skills to succeed personally and professionally.

  27. Sub-brand #1CTD CommunityConnect Service: Community Education Targets: Adults, incumbent workers, students; residents

  28. Sub-brand #2CTD BusinessConnect Service: Workplace Learning, ISSE, ATTEc, Contract Education Targets: Business and Industry

  29. Sub-brand #3CTD PublicAgencyConnect Service: Workplace Learning, ISSE, ATTEc, Contract Education Targets: Government; Non-Profit; Community-Based Agencies; Economic Development

  30. CTD Web Site

  31. The Outcomes Organizational Shift Equipped the Organization Trained the Staff Way of Life

  32. Tipped from Silo to Function Strategy & Planning Marketing Sales Products & Services Logistics

  33. Organized to Win! Productivity Increases…

  34. Equipped to Win! • Tools & Technology • Strategic Brand Strategy • Marketing Communications Package • Commissioned Reps • Salesforce.com • Lumens • QuickBooks • Process & Procedures

  35. Trained to Win! • Participation in Strategic Planning • Brand Strategy Training • Customer Service Training • Semi-Monthly Staff Meetings • Technology Training

  36. process procedure CTD Brand is a Way of Life

  37. For More Information Celina Shands Gradijan, President/CEO Full Capacity Marketing, Inc. (858)793-6694 celina@fullcapacitymarketing.com Leslie Larrabee, Director Center for Training & Development College of the Desert 760-773-2530 llarrabee@collegeofthedesert.edu

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