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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)

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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!)

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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