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

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

Accomplish Define branding Four steps to build Admissions/Department brand strategy Michael Wolaver Owner michaelw@magellancol.com @michaelwolaver @MagellanPromo_U

Marketing Man to Woman I am a great cook. 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! Michael Wolaver Owner michaelw@magellancol.com @michaelwolaver @MagellanPromo_U

Public Relations Woman talking to another woman I hear he is a good cook. Michael Wolaver Owner michaelw@magellancol.com @michaelwolaver @MagellanPromo_U

Branding Debra to Ray I hear you are a good cook 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 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 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 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 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 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 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 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 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 Michael Wolaver Owner michaelw@magellancol.com @michaelwolaver @MagellanPromo_U

#EMchat Discussion Michael Wolaver Owner michaelw@magellancol.com @michaelwolaver @MagellanPromo_U