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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?
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