Michigan Association of Community Colleges A Marketing Proposal
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Michigan Association of Community Colleges A Marketing Proposal. Pamela Cox-Otto, Ph.D. - CEO Mark Mastej - Research. Brand Process. Why Now?. • Increasing Competition for Resources • For Profit College Revolution • Online Tsunami Once, LOCATION trumped all. Now its Access . - PowerPoint PPT Presentation
Transcript of Michigan Association of Community Colleges A Marketing Proposal
Michigan Association of Community Colleges
A Marketing Proposal
Pamela Cox-Otto, Ph.D. - CEOMark Mastej- Research
Brand Process
Why Now?
• Increasing Competition for Resources• For Profit College Revolution• Online Tsunami
Once, LOCATION trumped all.Now its Access.
More importantly, Perceived Access.
MCCA Approach
• Locally strong and responsive Community’s Colleges• Augmented by the statewide range of programs, services and options
Michigan’s Community’s College are All Things to Our People
The Goal is....
A Brand that:
• Resonates with legislators so they will fund you• Voters so they will support you• Students so they will want you
• Faculty and Staff so they will echo you
Branding Research
Step One:Internal
•Internal Aspirations are Critical•Internal Beliefs Drive Acceptance
• Online survey link distributed in the next two weeks• Image focus only
Step Two:External
Qualitative
• High School Students• Parents/Counselors• Business and Industry• Working Adults• Focused Audiences (Underserved)
• Composite Image Issues• Attributes to Test
Step Three:Quantitative
•Statewide Random Survey•Create Core Brand Elements
• Shared Image that can be strengthened and used as a Focal Point
Plan: Rollout a Complete Campaign in July
Why All this Research?
• Unlike Corporate Brands, they must make internal groups (faculty/staff) happy
• Unlike Corporate Brands, you don’t have $$$ millions to create it• Unlike University Brands, they must resonate with a watchful community with a long memory• Unlike University Brands they must appeal to a multi-generational audience
What Can it Do for Michigan Community
Colleges?
Shared Understanding
of Value
Proposition
DegreeCompletion
State Level StorytellingSupport
In AllMediaTypes
Message Issues
• The Three Messaging Mistakes• Shift the Value Proposition to the Leverage proposition• Roll Out in Stages• Value our Graduates…Value Us• It must have “Legs”
Campaign Issues
• Colleges Must Reinforce and Carry local Weight• Consistent, Flexible• Play in Urban AND Rural• Drive the State Message and Not Silence the local message
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