California Adult Schools Marketing & Branding

ACSA ConferenceSeptember 24, 2009

Agenda

• Welcome & history (Joan Polster)• Benefits of a unified brand (Roger Brossmer)• California Adult Schools digital brand kit (Roger Brossmer)• Website tour (Nikki Goth Itoi)• Using the brand – dos and don’ts (Nikki Goth Itoi)• Rollout plan (Nikki Goth Itoi)• Measuring our success (Nikki Goth Itoi)• Q&A

Our branding journey

Consortium milestones

Benefits of a unified branding effort

• Speak with one voice across the state• Clearly communicate the value that California Adult Schools bring to their

local communities• Enroll more students• Influence education decision makers at a critical time for all schools

Digital brand kit

Unified name, tagline, logo

Three compelling messages

New public website

www.californiaadultschools.org

• Easy to use school locator map• Detailed profile for every school• Program descriptions• Mailing list• Featured news and student stories

Using the brand materials

Rolling out the new brand

Organizations:

• CSCAE• ACSA• CAEAA• CCAE

Measuring our success

• Visits per day/week/month/year

• Mailing list sign-ups

• Visitor inquiries

• Relevant content

• Links from other sites

• Influence decision makers

• Recruit new students

Q&A

1. What strategies can we use to ensure that: – All adult school administrators know about this website– All adult school administrators check for accuracy of information and keep it current?

2. What strategies can we use at the regional level to inform other service providers and the community about this website?

Website home page

School locator map

Core programs

List of schools

School profile page

School staff login

User menu

Brand Kit

Edit your school profile

Digital brand kit

School profile update form