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Published bySamuel Randall Modified over 10 years ago
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RCC Brand Positioning
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What is Brand Positioning? Branding is a promise; a pledge of quality Branding helps set Richland Community College apart from other institutions by reflecting the personalities, behaviors, and culture of the institution
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Why is Brand Positioning important? Most written messages are ignored, but over 70% of visual messages are processed Sending target effective messages is vital to success
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Brand Positioning Workshop Conducted April 4, 2008 –Intended to determine values that are meaningful to students, alumni, faculty, & staff Group consisted of faculty, staff, alumni, community leaders, and students (both traditional and non-traditional).
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Elements of Perception
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Competitive Analysis Participants were asked to give perceptions of six other area institutions –Millikin University –Robert Morris College –Lincoln Land Community College –Lakeland College –Parkland College –Heartland Community College
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Brand Identity Attributes Meaningful Different Credible Workshop participants provided key words that differentiate Richland from others
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Brand Positioning Statement Richland Community College is an educational resource offering an academic foundation for college transfer, career programs, job training, personal and professional growth in a friendly environment with supportive faculty and staff dedicated to the success of our students and community.
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Visual Cues & Positioning Elements Align the following elements with the final key words in the brand positioning statement: –Color Palette –Font Type –Logo Mark/Graphic Styling –Layout & Composition –Photographic Direction
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Branding Ensures Success Three factors critical for the brand promise to work: –It must be true to the values, practices and products of an institution –It must be meaningful to the stakeholders –It must be distinctive from other academic institutions
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Incorporation of Branding
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Enrollment Marketing Strategy
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