RCC Brand Positioning

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

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

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).

Elements of Perception

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

Brand Identity Attributes• Meaningful

• Different

• Credible

• Workshop participants provided key words that differentiate Richland from others

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.

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

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

Incorporation of Branding

Enrollment Marketing Strategy