Algonquin Brand Workshop 2 March 2011
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Transcript of Algonquin Brand Workshop 2 March 2011
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Algonquin CollegeBrand Workshop
Algonquin College Brand WorkshopMarch 25, 2011 | Ottawa
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Algonquin College
Brand Revitalization Project4 Phases:
1. Brand Audit2. Brand Positioning Strategy
3. Brand Creative4. Brand Implementation
Algonquin College Brand WorkshopCopyright 2011 Academica Group Inc.
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1. Brand AuditInternal:
Interviews and mini- groupswith selected students,
faculty, staff, alumni,program advisory committeemembers
Online survey of students,faculty, staff and alumni
External:
Interviews with prospects,guidance counsellors,
teachers, employers, strategicpartners
Online survey of prospectivestudents, current PSEstudents,general public
Algonquin College Brand WorkshopCopyright 2011 Academica Group Inc.
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2. Brand Positioning Strategy Review of white papers,
strategic plans,market research reports,
SPSP, etc. Interviews with PEC
Branding Workshop retreat
Branding Town Hall
2008/ 2010 UCAS analysis
Strategic PositioningWhite Paper (3 options)
Algonquin College Brand WorkshopCopyright 2011 Academica Group Inc.
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Algonquin College Brand WorkshopCopyright 2011 Academica Group Inc.
Brand Strategy= Institutional Strategy
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Algonquin College Brand WorkshopCopyright 2011 Academica Group Inc.
A college or university brandis a concise, compelling
expression of campusidentity, a distillation of
institutional mission, visionand values...- Ken Steele, Defining an Effective
Institutional Brand (forthcoming).
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Algonquin College Brand WorkshopCopyright 2011 Academica Group Inc.
that focuses passionand enthusiasm among
stakeholders, attractsexternal audiences, anddrives strategic decision-
making at every level ofthe organization.- Ken Steele, Defining an Effective
Institutional Brand (forthcoming).
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Strategy
Process of defining direction
Answering 3 key questions:1. What do we do?
2. For whom do we do it?3. How do we excel?
(Best in the world!)
Algonquin College Brand WorkshopCopyright 2011 Academica Group Inc.
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The 3 Cs of Branding
Algonquin College Brand WorkshopCopyright 2011 Academica Group Inc.
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Undifferentiatedclaims of qualityresult in an
undifferentiatedmass ofinstitutions
perceived asaverage.
Algonquin College Brand WorkshopCopyright 2011 Academica Group Inc.
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Algonquin College Brand WorkshopCopyright 2011 Academica Group Inc.
Perceptionsof Algonquin College
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Perceived Strengths: Hands- on
Experienced, passionateteachers Welcoming, Friendly Good Reputation
Large College Variety of strong,
recognized programs Great facilities Proximity to home Connected to the real
professional world
Perceived Weaknesses: Space issues
Below average student life Lack of resources to
implement ideas Some bad buildings
Very big Can be a bit confusing
Ken Steele | Emerging Trends 2009Copyright 2009 Academica Group Inc.
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Being all things to all people
Were vanilla here. Algonquins current brand personality,
as offered by the Values, Mission andVision, is a general personality for anaverage institute.
- Brand Audit
Ken Steele | Emerging Trends 2009Copyright 2009 Academica Group Inc.
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Algonquin College Brand WorkshopCopyright 2011 Academica Group Inc.
Potential Positionsfor Algonquin College
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Algonquin College Brand WorkshopCopyright 2011 Academica Group Inc.
Capital
Global
Connected
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Capital
Focused on NCRindustry
Connected to thefederal government
Immersed in theoutdoor environment
Committed to big-city challenges
Reflective of itsbilingual context
Growing culturalcapital and trainingworkers for culturalindustries
A vital partner for the
defense, justice andsecurity sectors
A gateway to the
world
Ken Steele | Emerging Trends 2009Copyright 2009 Academica Group Inc.
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Global
Committed to
internationalexperience for allstudents
Global in itsperspective
Deliberatelydiverse
Connected to the
world A caring global
citizen
A central point ofwelcome for newCanadians
Ken Steele | Emerging Trends 2009Copyright 2009 Academica Group Inc.
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Connected
Connected to careeroutcomes:
alumni success stories, awardsprograms, ePortfolios, maybea guarantee of employment?Free career advising/ testingfor applicants? Mandatory co-
op work terms? Betteremployment supports than anyother institution?
Connected to
prospectivestudents:social media, mobile apps,maybe free success coaching?
Connected tostudents in and out of
the classroom:small classes, passionateteachers, mobile learning, LMS,maybe new mobile apps forstudents?
Connecting studentsto faculty:Maybe access by text/ cellphone? Facebook office hours?
24/ 7 telephone access totutors?
Ken Steele | Emerging Trends 2009Copyright 2009 Academica Group Inc.
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Connected
Connected through
technology:mobile learning, distancelearning, eAlgonquin, thedigital college
Connected tostudents as people:welcoming, friendly, nurturing,student centred. Maybe
personal coaching on timemanagement and goal-setting?
Connected to
business andindustry:ACCCE, Health & Wellness,Digital College, Corporate social
responsibility initiatives.Alumni, advisory committees,co- op could we do more?Conferences and awards
programs for industry?Mandatory work experiences?Applied research experience?
Ken Steele | Emerging Trends 2009Copyright 2009 Academica Group Inc.
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Connected
Continuallyconnecting alumni:Circulating news, sharingbetween alumni, hostingalumni events across thecountry, online and offline
platforms to connect alumni toemployers, students, formerinstructors? Bring alumni in toteach and mentor students?Professional development?
Connected to theNCR community
Connected to otherPSE institutions
Connected betweendisciplines
Connected to hands-on learning
Connected to theworld
Connecting studentsto each other
Ken Steele | Emerging Trends 2009Copyright 2009 Academica Group Inc.
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Algonquin College Brand WorkshopCopyright 2011 Academica Group Inc.
John Furneaux,OveDesign
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Algonquin College Brand WorkshopCopyright 2011 Academica Group Inc.
Does Connected resonate with you?
What are current programs, services,facilities and cultural realities at Algonquin
that demonstrate a commitment to beingthe most connected college in Ontario?
What stories can we tell well?
15 minutes
#1 Discuss at your table:
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Algonquin College Brand WorkshopCopyright 2011 Academica Group Inc.
Rank order your current proof points toidentify the most compelling, credible and
competitively distinctive as #1 through #4.5 minutes
#2 Discuss at your table:
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Algonquin College Brand WorkshopCopyright 2011 Academica Group Inc.
What was your #1 ranked proof point for
Algonquin as Connected college?What was your #2 proof point?
What was your #3 proof point?
Any other really good ones were missing?15 minutes
Group Reporting:
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Algonquin College Brand WorkshopCopyright 2011 Academica Group Inc.
If financial and human resources were
available, what could Algonquin do toincrease connectedness in curriculum,pedagogy, community connections, etc?
Consider incremental changes but also grand gesturesthat could truly distinguish Algonquin from other
institutions across the country.
15 minutes
#3 Discuss at your table:
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Algonquin College Brand WorkshopCopyright 2011 Academica Group Inc.
Identify and rank order the initiatives thatcould make the biggest splash nationally,to demonstrate that Algonquin College is
more connected than any other institution.
5 minutes
#4 Discuss at your table:
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Algonquin College Brand WorkshopCopyright 2011 Academica Group Inc.
What was your #1 grand gesture to
demonstrate Algonquin is connected?What was your #2 grand gesture?
What was your #3 grand gesture?
Any other really good ones were missing?
15 minutes
Group Reporting:
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Algonquin College Brand WorkshopCopyright 2011 Academica Group Inc.
Doug Wotherspoon
Next Steps