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2. 2 What’s in a name? Redefining the ILR School and its message communicators@Cornell February 7, 2008 www.ilr.cornell.edu

3. 3 Challenges What does “ILR” mean? What’s the mission? How do we promote “one school?” What do our audiences think? Are there sufficient resources?

4. 4 Twofold strategy Research and Planning (brand/identity/message) Short-term Initiatives to meet immediate needs

5. 5 R&P: Getting to Know You Review ILR plans, reports, publications, etc. “Listening tour” -- Conduct one-on-one interviews (60+) Competitive analysis

6. 6 R&P: The Mission Understand dean’s thinking; input from interviews Draft, test, and develop written vision/mission statements Communicate vision and mission, inside and out

7. 7 R&P: Needs Assessment Internal review of communications needs o Meetings with program directors, survey Report/recommendations to deans (staffing, budget )

8. 8 R&P: Audience Perceptions (Internal) workplace survey Focus Groups (internal and external groups) Customer surveys

9. 9 Short-term Initiatives Need to start telling “ILR School today” story Alumni outreach and the campaign Building the (Extension) customer base

10. 10 Cornell Chronicle Magazine

11. 11 ILR News Center

12. 12 Next steps Compile and analyze research data o ILR education is very high quality, practical o Cornell University is a major selling point o Awareness of ILR’s broad focus can be enhanced o Website needs improvement

13. 13 Next steps Develop ILR brand position, messaging, new visual identity o Most comprehensive study focused on the workplace o Unique social science, multidisciplinary approach o Exposed to varied perspectives to solve real-world organizational problems o Breadth and depth (programs, faculty, research) o Academic preparation combined with hands-on- training

14. 14 Next steps Integrate ILR message into all communications Work with program areas on sub-brands, messages, strategy

15. 15 Lessons Learned Identity/brand needs to work from the inside out Don’t assume you know what people want, think or need Do audience research to inform the message Don’t work in a vacuum – you need buy-in! Do advocate to be part of the senior leadership team

16. 16 Thanks for your attention. Questions?