Branding Strategy MGMT/MK Professional Development Program

BrianaDobler SaraLaFlamme StefanStansbury April 8, 2014

Selling Points• The Jennings A. Jones College of Business is already a highly acclaimed

business school, but can be improved further by the Triumph career development program

• Triumph will provide enrichment and development opportunities outside the classroom that will help Management and Marketing students be even more attractive to potential employers

• The word triumph is motivational and it sets the tone for the program encouraging triumphant students

• The logo is simple with modern touches using colors that fit into the MTSU color scheme

• Triumph is positioned to attract the best MGMT, MKT, and BUAD students inside of the Jones College of Business at MTSU

Brand Name

Triumph

• Triumph means a great success or achievement

• We know that students going though this program will be equipped with the ability to be triumphant and successful

• It sets the tone for the program

Logo Design• The color scheme for the logo is loosely based around

MTSU colors

• The fonts are opposing and are easily replicated for fliers and other events

• Triumph has a metallic finish to modernize the simplicity of the logo

• It also includes “For Management and Marketing Students” so the students know that the program created for Management and Marketing Students.

Tag Line

“For student development and

career enrichment”

• The tagline focusing on the basics of the program

• It summarizes the essence of what the program wants to help students do

• It leads the reader to believe without even reading the positioning statement that the program will help a student to develop the tools to get a professional job

Positioning Strategy• The positioning strategy we propose for Triumph is "Benefit Positioning"

- promoting this new career development program as an exclusive, advantageous enrichment program that is offered to MGMT, MKT, and BUAD majors in the Jennings A. Jones College of Business to increase students' appeal to potential employers as well as their future success

• The Professional Development Program will help you strategically engage in activities outside the classroom to build essential career skills

• Interaction between MTSU Management and Marketing professors and BUAD, MGMT, and MKT students

• Triumph is a stand out program for stand out students in the BUAD, MGMT and MKT programs in the Jones College of Business

Positioning StatementTo Jones College of Business students majoring in MGMT,

MKT, or BUAD, Triumph is the professional development

program that can provide you with information on career

opportunities, preparation to meet employers' expectations, and the positioning you need in

order to land an entry level position upon graduation.

Students enrolled in the Triumph program will have a head-start when it comes time to enter the

workplace after college and obtain the career they want.

• The positioning statement explains which students are eligible for the program and are the target market for the program

• It also gives readers an idea of what they could get out of their participation in the program and defines the program

• It shows how the program is unique compared to other programs offered to other eligible Jones College of Business Students

• Key words used: • Head-start • Opportunities • Preparations • Positioning