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Creative Thought Matters Update and Future Direction

Creative Thought Matters Update and Future Direction. Agenda. Brief update on CTM Thematic and graphic consistency Institutional consistency in message and substance Goal V of Plan Risks and rewards Next steps. Brief Update on CTM. Largely accepted as institutional position

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Creative Thought Matters Update and Future Direction

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  1. Creative Thought MattersUpdate and Future Direction

  2. Agenda • Brief update on CTM • Thematic and graphic consistency • Institutional consistency in message and substance • Goal V of Plan • Risks and rewards • Next steps

  3. Brief Update on CTM • Largely accepted as institutional position • Not because of the slogan, but because CTM captures a sense of our shared values • Essentially, it expresses hand and mind • As yet, limited understanding and commitment

  4. CTM Update, con’t. • In Admissions, Mary Lou and her staff report strongly positive reaction to CTM materials (thanks to Peter, Mary, Andy, Paul and team!) • Post cards • Viewbook • The Skidmore Mind: An Owner’s Manual • Admissions web • Admissions tour • Positive reaction from parents as well as students! • CASE award winner • New and consistent materials also produced or in production:

  5. CTM Update, con’t. • Application packet • Acceptance, waiting list, and other letters • Intercultural Skidmore • International Programs • Website and more • But CTM goes well beyond Admissions • As the expression of our shared values, it encompasses all aspects of our identity, just as it does for BMW or Coke

  6. CTM Update: EPOC • One example: Every Point of Contact (EPOC) • Budget issues have delayed consideration of Ad Hoc Report recommendations, but progress is being made • Palamountain lobby • Library-Case Center walkway • Roof repairs • Still, the CTM promise is fulfilled inconsistently

  7. CTM Update: EPOC Images

  8. CTM Update: EPOC Images

  9. CTM Update: EPOC Images

  10. CTM Update: EPOC Images

  11. CTM Update: EPOC Images

  12. CTM Update: EPOC Images

  13. CTM Update: EPOC Images

  14. CTM Update: EPOC Images

  15. CTM Update: So What’s the Point? • CTM represents a higher bar and therefore greater risk • If CTM is to have any meaning – for the world as well as ourselves – then it has to be expressed in everything we not just say, but do. • If we fail in that attempt, CTM will be regarded as nothing more than a slogan, and credibility in the College and faith in its potential to represent a truly compelling alternative to the top 30 private liberal arts colleges in the US will evaporate.

  16. CTM: Thematic and Graphic Consistency • Beyond Admissions and some impressive initial steps in facilities, strong inroads have been or will be made in: • Official seal • Freshened mascot • Website • Graphic ID/Design/Color guidelines • PG’s communications foci • Publications and Advancement communications • Scope redesign and modified editorial stance • Building design and décor • Campaign communications • All elements of branding

  17. Institutional Consistency • Not just in messages – to prospective students, alumni, Friends of the Presidents – but in substance and relationships • Vision • Mission • Academic Mission • Curricular thrust • Co-curricular philosophy and programs

  18. Goal V of Plan • To claim Skidmore’s distinctive identity, we will further sharpen our internal and external communications about the College, become more consistent in projecting a consistent identity, and seize opportunities to enhance the external awareness of the value of a Skidmore education (9/20/04 draft). • CTM and better developing and sustaining internal and external relationships are keys. • The web will be a primary tool.

  19. CTM: Risks • Bait-and-switch • Good slogan, good graphics perceived as cosmetic only with no underlying substance • Or slogan, graphics, copy set a high bar CTM expectation that few programs can reach • “Expensive Art College” perception

  20. CTM: Rewards • Capture a CTM niche position • Demonstrate that Skidmore and CTM offer meaningful and innovative alternatives to a world starving for signs of creative thinking and creative problem solving • Attract greater numbers of more talented students, in turn enhancing our attractiveness, focusing our offerings, resonating with foundations and donors, informing forthcoming campaigns, and becoming a source of pride and satisfaction to the Skidmore community.

  21. Next Steps • Continue moving toward branding consistency in message and design (e.g., CMS) • Advocate for integral CTM consistency • Pursue a Relationship Management approach using communications and communicators • Advocate for realization that Skidmore – after an unprecedented rise in 100 years from a local vocational school to a national top 50 college – could be on the cusp of greatness • Continue metrics • Prepare second generation of CTM materials and web • Develop the institutional will to just say no if not brand-consistent

  22. Creative Thought Matters • Thank you

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