Successfully Branding the Admissions Department #EMchat October - - PowerPoint PPT Presentation

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successfully branding the admissions department

Successfully Branding the Admissions Department #EMchat October - - PowerPoint PPT Presentation

Jan 03, 2023 449 likes •615 views

Successfully Branding the Admissions Department #EMchat October 2014 Michael Wolaver Michael Wolaver Owner Owner michaelw@magellancol.com michaelw@magellancol.com @michaelwolaver @michaelwolaver @MagellanPromo_U @MagellanPromo_U

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Michael Wolaver

Owner michaelw@magellancol.com @michaelwolaver @MagellanPromo_U

Michael Wolaver

Owner michaelw@magellancol.com @michaelwolaver @MagellanPromo_U

Successfully Branding the Admissions Department

#EMchat October 2014

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Michael Wolaver

Owner michaelw@magellancol.com @michaelwolaver @MagellanPromo_U

Accomplish

Define branding Four steps to build Admissions/Department brand strategy

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Michael Wolaver

Owner michaelw@magellancol.com @michaelwolaver @MagellanPromo_U

Marketing

Man to Woman I am a great cook.

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Michael Wolaver

Owner michaelw@magellancol.com @michaelwolaver @MagellanPromo_U

Advertising

Man to woman I am a great cook! I am a great cook! I am a great cook!

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Michael Wolaver

Owner michaelw@magellancol.com @michaelwolaver @MagellanPromo_U

Public Relations

Woman talking to another woman I hear he is a good cook.

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Michael Wolaver

Owner michaelw@magellancol.com @michaelwolaver @MagellanPromo_U

Branding

Debra to Ray I hear you are a good cook

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Michael Wolaver

Owner michaelw@magellancol.com @michaelwolaver @MagellanPromo_U

Branding Defined

“Physiological concept of expectations, memories, stories, relationships, that taken together, account for how one feels about a product or service.”

Scott Bedbury, A New Brand World

Individually held Everything matters Challenge

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Michael Wolaver

Owner michaelw@magellancol.com @michaelwolaver @MagellanPromo_U

Why Have an Admissions Department Brand Strategy

Establishes priorities Guide for staff/actions No cost Staff of one/twenty Guitars Video

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Michael Wolaver

Owner michaelw@magellancol.com @michaelwolaver @MagellanPromo_U

How to Develop & Implement a Departmental Brand Strategy

1. Evaluate current state - Brand Audit 2. Create brand strategy 3. Coordinate internally 4. Implement externally

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Michael Wolaver

Owner michaelw@magellancol.com @michaelwolaver @MagellanPromo_U

Step 1. Evaluate Current State

Brand Audit / Reality check – Admissions staff – Current students – Parents – Other campus staff Face to face conversations Ask the right questions

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Michael Wolaver

Owner michaelw@magellancol.com @michaelwolaver @MagellanPromo_U

Step 2. Create Brand Idea

Mission/Vision Statement Guide Audience Clarity, simplicity is critical Focus, Focus, Focus Retreat/off-site meeting

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Michael Wolaver

Owner michaelw@magellancol.com @michaelwolaver @MagellanPromo_U

Questions To Answer

1. Who are you?

kind of easy?

2. What do you do?

still straight forward

3. Why does it matter?

now gets to the meat

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Michael Wolaver

Owner michaelw@magellancol.com @michaelwolaver @MagellanPromo_U

Step 3: Coordinate Internally

Human capital Reinforced in – Everything you do: actions, communication, appearance – Hiring – Training/Staff development Quickest way to affect brand Brand evaporation

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Michael Wolaver

Owner michaelw@magellancol.com @michaelwolaver @MagellanPromo_U

Step 4: Implement Externally

Consistent Visual learners Emotions vs. logic Tell your story Campus events/Collaborators Social media – Eric Qualman

“People generally don’t trust brands. They trust people.”

Kevin Anselmo, higher ed consultant

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Michael Wolaver

Owner michaelw@magellancol.com @michaelwolaver @MagellanPromo_U

Wrap up

A brand is the culmination of experiences A successful branding campaign includes:

1. Research – Brand Audit
2. Creation of a brand strategy
3. Coordinate internally
4. Implement externally

Mind the shop

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Michael Wolaver

Owner michaelw@magellancol.com @michaelwolaver @MagellanPromo_U

#EMchat Discussion