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Positioning
Searching for that one voice which can be used to shout your institution's differentiators from the mountaintops? We determine the most viable positioning statements for our partner institutions - the one attribute, program or personality trait that truly differentiates them from their competitors. The ideal market position is supported by research and motivates prospective students to enroll, alumni to donate and community leaders to support an institution. Positioning should be determined by triangulating what your institution does well, what other institutions are not doing well or not doing at all, and what is important to your key audiences. View a diagram that illustrates triangulating your brand positioning.
BrandPrint™
Every college and university needs a documented brand strategy to provide direction to all campus marketers. Based on the direction determined by the positioning statement, we work with our clients to develop a complete BrandPrint™. It guides all creative marketing materials, messages, photography, events, speeches, brochures and viewbooks. It also guides the prioritization of time and dollars spent in communicating with key audiences. This document identifies a positioning statement, key marketing themes, creative profile and personality and supporting points and differentiators.
Team Building and Campus Involvement
Brand strategy and development cannot be successful without the participation of your campus community. Leaders in all areas of your institution must be engaged through the process to secure buy-in for the final stratedy. For that reason, we establish several teams at project kick-off. These teams provide strategic and tactical guidance to the project and embed the integrated marketing function into the campus culture. Click here to read more about these teams.
Integrated Marketing
Finally, we help our clients create and implement an Integrated Marketing Plan. This document is rooted in research and build on the BrandPrint™ to provide a roadmap for all marketing communications for the followin eighteen to twenty-four months. We always begin in a significant leadership capacity and then ease out of our role to create a sustainable marketing and branding operation long after the project is completed.
Components of a SimpsonScarborough Integrated Marketing Plan:
- Goals and objectives
- Audience segmentation
- Review of research
- Key marketing themes and messages
- Strategies and tactics
- A method of evaluation and benchmarking
For more information about any of our services, contact us.
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