Identity Imperative

Presented by American Marketing Association

Developing and managing the identity of your institution is critical to the success of your recruitment and development efforts. Further, your institution’s image or brand plays a critical role in helping your institution secure grant funding, attract top faculty, and maintain strong community, government and media relations. But, effective “identity” or “brand” management requires your institution to get on that proverbial “same page” about that which defines your institution and makes it truly special…..in the best of all cases, unique. Achieving consensus on identity and promoting it successfully in a crowded marketplace can be difficult given the general opinions about marketing that are common on college campuses, the misconceptions about what a “brand” really is, and the level of funding and staff support that are often allocated to the marcom effort.

This institutional identity workshop will cover all of the issues you need to think about as you prepare to launch an initiative to develop your institution’s brand strategy. This two-day course will quickly review the basics and then delve deeply into the critical issues of internal branding, generating buy-in, qualitative and quantitative research, positioning statements, working with creative firms, organizational structure and budgeting, and living your brand over the long-term. Every session will include audience participation to ensure participants walk away with new knowledge that can be applied within their own organization’s unique situation.

Who Should Attend
- Higher education Executive Director-level Marketers
- Vice Presidents
- Chief Marketing Officers
- College and University Presidents

Learning Objectives
• Understand the core concepts of branding; beyond the cosmetics
  of logos and taglines
• Describe the framework for a successful higher education identity
  development initiative
• Discuss the role of marketing research in the development of a
  brand strategy
• Showcase effective creative strategies designed to bring higher
  education brands to life
• Describe ways to generate campus-wide momentum for the
  marketing effort
• Provide recommendations on organizational structure and
  budgeting to support marketing

Cancellation Policy
Cancellations received 4 weeks prior to the event will receive a refund of fees minus $150 cancellation fee. Cancellations received within 4 weeks of the event will receive a refund of fees minus $300. There will be no cancellations on or after the start date of the training.

About the Instructor
Elizabeth Scarborough