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What’s in a name?Redefining the ILR School and its message

communicators@Cornell

February 7, 2008

www.ilr.cornell.edu

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Challenges

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

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Twofold strategy

• Research and Planning (brand/identity/message)

• Short-term Initiatives to meet immediate needs

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R&P: Getting to Know You

• Review ILR plans, reports, publications, etc.• “Listening tour” -- Conduct one-on-one

interviews (60+)• Competitive analysis

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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

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R&P: Needs Assessment

• Internal review of communications needs o Meetings with program directors, survey

• Report/recommendations to deans (staffing, budget )

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R&P: Audience Perceptions

• (Internal) workplace survey• Focus Groups (internal and external groups)• Customer surveys

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Short-term Initiatives

• Need to start telling “ILR School today” story• Alumni outreach and the campaign• Building the (Extension) customer base

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Cornell Chronicle Magazine

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ILR News Center

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Next steps

• Compile and analyze research datao ILR education is very high quality, practicalo Cornell University is a major selling pointo Awareness of ILR’s broad focus can be enhancedo Website needs improvement

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Next steps

• Develop ILR brand position, messaging, new visual identityo Most comprehensive study focused on the

workplaceo Unique social science, multidisciplinary approacho Exposed to varied perspectives to solve real-world

organizational problemso Breadth and depth (programs, faculty, research)o Academic preparation combined with hands-on-

training

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Next steps

• Integrate ILR message into all communications

• Work with program areas on sub-brands, messages, strategy

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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

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Thanks for your attention.

• Questions?