Define Yourself: Branding a Community College that's Everything to Everyone

DEFINE YOURSELF:
BRANDINGA COMMUNITY COLLEGE
that’s EVERYTHING  
to EVERYONE
#CCbrandIng @zhhender @vispoint

Introductions
Zac
VisionPoint Marketing
@zhhender | @vispoint | #CCbranding < < <> > >

About VisionPoint
> Established in March 2001 & located in Raleigh, NC with team of 20
> Serve: Large & Small; Public & Private; Grad, Post-Grad, Undergrad, CC
> Specialize in online marketing consultation and execution in higher ed
> Web, branding, inbound marketing, strategy, consultation, etc.
> No ‘one size fits all’ approach (focus on what’s right for the client)
> Speaking on HE marketing at CASE, AMA, eduWeb, + regionally

Agenda
1. Intros
2. What is a brand?
3. Branding in Higher Education
4. 5 Steps to Building Stronger Brands
5. Results: Looking Back

What is a ‘brand’?
(Special thanks to Paul Isakson)

BRAND =
COLLECTIVELY, WHAT
PEOPLE SAY, FEEL & THINK
ABOUT YOUR PRODUCT,
SERVICE OR COMPANY.
©2008 Paul Isakson

A STRONG BRAND =
A COLLECTION OF COHERENT
IDEAS AND EXPERIENCES
WITH A PRODUCT OR SERVICE
OVER TIME.
©2008 Paul Isakson

a person’s perception of a product, service, experience
or organization
What is a ‘brand’?

A GREAT
BRAND IS A
GREAT
STORY.

CAMPAIGNING
©2008 Paul Isakson

STOP
CAMPAIGNING.
START
COMMITTING.
©2008 Paul Isakson

CAMPAIGNING =
CHANGING YOUR CORE
BRAND MESSAGE TO FIT
WHAT YOU THINK PEOPLE
NEED OR WANT TO HEAR
TODAY SO THAT THEY BUY
YOUR PRODUCT OR SERVICE.
©2008 Paul Isakson

CAMPAIGNING =
MARKETING FOR
SHORT TERM
GAINS
©2008 Paul Isakson

CAMPAIGNING
LEADS TO A
CONSTANTLY
CHANGING
STORY.
©2008 Paul Isakson

PEOPLE
AREN’T SURE
WHAT TO THINK
OF YOU.
©2008 Paul Isakson

YOU DON’T
REALLY HAVE
A BRAND.
©2008 Paul Isakson

YOU HAVE A PRODUCT
OR SERVICE WITH
SOME POTENTIALLY
INTERESTING
MARKETING.
©2008 Paul Isakson

STOP
CAMPAIGNING
©2008 Paul Isakson

and s
COMMITTING
©2008 Paul Isakson

COMMITTING =
BUILDING YOUR
BRAND ON CORE
PRINCIPLES THAT
NEVER CHANGE.
©2008 Paul Isakson

COMMITTING =
MARKETING FOR
LONG TERM
GROWTH
©2008 Paul Isakson

MEAN JOE
GREENE
HILLTOP
(TEACH THE
WORLD TO SING)
BOTTLE
(SHAPE)
POLAR
BEARS
HOLIDAYS
SECRET
FORMULA
HAPPINESS
FACTORY
GRAND
THEFT
AUTO
REFRESHMENT
HAVE A
COKE
AND A
SMILE
ROCKWELL
COCA-COLA MAKES YOU HAPPY
Brand Molecule: The Brand Innovation Manifesto by John Grant©2008 Paul Isakson

NIKE HELPS YOU BE VICTORIOUS
AIR
JORDAN
LEBRON
BO
KNOWS
NIKE
TOWN
NIKE+
THE
SWOOSH
NIKE
PLAYGROUND
TIGER
WOODS
THE
HUMAN RACE
RUNNING
CLUBS
RONALDINHO
VIDEO
REVOLUTION
TV SPOT
DON IMUS
THANK YOU
LETTER
JUST DO IT
Brand Molecule: The Brand Innovation Manifesto by John Grant©2008 Paul Isakson

COMMITTING =
CREATING AN EVOLVING
COLLECTION OF COHERENT
BRAND IDEAS AND
EXPERIENCES OVER TIME
©2008 Paul Isakson

COMMITMENTS CREATE
BRAND LOYALISTS©2008 Paul Isakson

DEFINE WHO YOU
ARE & WHAT YOU
STAND FOR.
COMMIT TO IT.
©2008 Paul Isakson

IF YOU DON’T
DEFINE YOUR
BRAND, SOMEONE
ELSE WILL.
©2008 Paul Isakson

START
COMMITTING
©2008 Paul Isakson

Speaking of stories . . .

colleges are a lot like
white sedans.

Unless you have a
STRONG BRAND
there’s little reason for
prospective students to choose
you over another offering
in their considered set.

= safety
= class
= performance
= fun

Branding in Higher Ed
Why is this SO important for CCs?

Current-state of CCs
(the GOOD news!)

Community colleges are “one place where we are out in
front of other countries.”
– Richard Riley, former U.S. Secretary of Education

The BAD news ...

Regarding their offerings,
Community Colleges are
EVERYTHING
to EVERYONE
(How the heck do you brand THAT?!)

BAD
(most) Community College brands are really

The case for strong brands in CCs
> Similar to buying a car, education is a high involvement process
> Decision to attend an institution of higher education is expensive,
long term and provides many options to choose from
> Too many choices, too little time
> Audience is generally very unclear on what CCs offer
> CCs face a lingering negative perception (last resort)
> The reputation of a school is a huge factor in the decision-making  
process for most students
> Trust has been lost: fewer and fewer believe that going to college  
and possibly taking on debt is going to lead to success

HUGELY
The bottom line: Higher Ed has become a
competitive industry

Some schools have
‘stronger’ brands than others

There’s only so much
you can control

5 Stepsto building a stronger brand

About Wake Tech
> Chartered in 1958, First opened its doors in 1963
> Largest CC in North Carolina, serving over 69,000 students
> 5 campuses, 2 training centers
> 1st All-LEED campus in the U.S.
> Hallmark programs: Nursing, Culinary Arts, Simulation & Game Development
> Recently revamped website & brand with VisionPoint

Discovery
1

Primary Research

Usage Habits - Events
> Respondents were asked to answer questions about their needs
and usage habits of the website.

In a stakeholder survey with
approximately 150 responses
from 5 different perspectives/
levels across the college, we
asked to choose the
attributes that best fit Wake
Tech:
> Accountable
> Friendly
> Established
> Diverse
> Service Oriented
Top Attributes

Competitive Landscape

Competing Private Institutions

I am a Phoenix
The Kaplan Commitment
Capella University: Matter
Let Nothing Stand In Your Way
0 to Bachelor’s in 2.5
Education for the Future
Where Dreams Take Flight
Get There.

Competitive Landscape Takeaways
> Compete directly with partners
> Mix of public and private competition
> Not much direct CC competition
> You are competing against perception/confusion as much
you are against others with similar offerings  
(“I didn’t know they did that.”)
> Great Opportunity: establish your brand without having to  
be too reactionary to competition  
(‘own’ who you are)
Wake Tech holds a unique competitive position:

Stakeholder Interviews

Groups
Staff Employers Leadership Curriculum Students Continuing Education
Students

Sample Stakeholder Interview Questions
> Tell us about your unit/offering
> Tell us about your role here
> What are the goals for your unit/offering?
> What are the biggest challenges you face?
> Who is your target audience?
> What do you want to communicate?
> What is the school’s brand?

Themes from Staff
> Affordable but high quality
> A central cog to the community
> Large college with diverse offerings
> Passionate about making a difference in students’ lives
> Wake Tech’s culture inspires faculty/staff to make a difference
> Responsive growth as community and industry changes

Employers

Themes from Employers
> Evolving, improving offerings
> General community unaware of full extent of offerings
> See Wake Tech as a ‘bridge’ (to opportunities)
> Faculty and staff are extremely helpful and passionate
> Current brand and personality is decentralized with no clear
message
> Provides practical, real-world education

Leadership

Themes from Leadership
> Want Wake Tech to be the first choice, not the last resort
> ‘All things to all people’
> Expect high quality work from students, faculty and staff
> Responsive not reactive
> “Best kept secret in Wake County”
> Mission driven, want a culture that inspires people to make a
difference

Students

Themes from Curriculum Students
> College is well respected in the community and within the college
> Good relationships with universities foster obtainable path to  
a 4-year program
> They desire a stronger sense of community
> Knowledgeable and passionate faculty who care
> Wake Tech exceeded their expectations
> Breadth of offerings available
> “Easy to get in, hard to get out”

Themes from Continuing Education Students
> Found experience welcoming and friendly
> Faculty is very motivational, and helps students gain the
confidence necessary to break out of their comfort zone
> Wake Tech is their key to a better life
> Extremely appreciative and grateful (this group gets it)

Aggregate Themes

Aggregate Themes
> Passionate people that want to make a difference (they care)
> Welcoming, friendly and encouraging environment
> Exceed expectations (always room for improvement)
> Challenging academics
> Dependable and accessible
> Responsive not reactive (able to adjust to changing times & needs)
> Diverse (breadth of offerings)

You should have a solid
understanding of your college’s
culture, its competitive
landscape, its business goals,
and its target audience.

Brand Attributes
2

Brand Attributes are
> Words or short phrases that encompass the personality of a brand
> Inspirational
> Rallying points
> The foundation for brand development
> Criteria for tactical and strategic decisions
Brand Attributes are NOT
> A detailed description of what you do
> Granular
> Your organization’s tag line

innovative
stylish
intuitive
cool
casual
easy-going
friendly
=

Brand Messaging Workshop

Compassionate
PassionateInvolved
Accessible
Helpful
Welcoming
Approachable
Friendly
Hard Working
Disciplined
People Focused
Community
Caring
Empowering
Motivational
Fulfilling
High Quality
Excellent
Successful Resource
Results Oriented
Credible
Leader
Challenging
Prestigious
Pride
Exceeding Expectations
Well Known
Traditional
Necessity
Dependable
Safe
Practical
Unassuming Passive
Utilitarian
Simple
Convenient
UsefulStrait forward
Accountable
Trustworthy
Aggressive
Cutting Edge
Edgy
Technological
Bold
Innovative
State of the ArtRe-inventing
Hands-On
Flexibility
Agility
Evolving
Broad
DynamicNimble
Ever-Changing
Diverse
Stepping Stone
Bridge
Life Changing
Transitional
Guide
Facilitator
Affordable
Economic
Low Cost

Compassionate
PassionateInvolved
Accessible
Helpful
Welcoming
Approachable
Friendly
Hard Working
Disciplined
People Focused
Community
Caring
Empowering
Motivational
Fulfilling
High Quality
Excellent
Successful Resource
Results Oriented
Credible
Leader
Challenging
Prestigious
Pride
Exceeding Expectations
Well Known
Traditional
Necessity
Dependable
Safe
Practical
Unassuming Passive
Utilitarian
Simple
Convenient
UsefulStrait forward
Accountable
Trustworthy
Aggressive
Cutting Edge
Edgy
Technological
Bold
Innovative
State of the ArtRe-inventing
Hands-On
Flexibility
Agility
Evolving
Broad
DynamicNimble
Ever-Changing
Diverse
Stepping Stone
Bridge
Life Changing
Transitional
Guide
Facilitator
Affordable
Economic
Low Cost
Passionate,
Motivational High Quality, 
Top-tier
Useful,
Applicable
Leading Edge
Agile, Dynamic,
Responsive
Transitional,  
Life Changing
Accessible
Friendly, Welcoming
Diverse

Brand Attributes
WAKE TECH-SPECIFIC
> Reputable
> Welcoming
> Passionate
> High-quality
> Life-Changing
> Diverse
> Value
> Accessible
> Responsive
COMMUNITY COLLEGE-WIDE

The Story
3

A brand is the
essence of one’s
own unique story.

Stories of Wake Tech

Freedom to fly

Our goal is to take what is truly unique and amazing
about Wake Tech and create a compelling story out of it
LIFE-CHANGING
JOURNEY

Execution
4

The Logo

“A logo is less important than
the product it signifies; what it
means is more important
than what it looks like.”
Paul Rand

LIFE-CHANGING
JOURNEY
Welcoming Beacon
Lights the Way
Inspiring & Warm

Logo Treatments

Commit
5

Successful branding is what you do, not what you say or
show.
!
Successful branding requires delivering consistently positive
experiences for your constituents. It comes from keeping your
promises to them, from earning their trust that your brand will
do its best at every point of contact to deliver on what they
want and expect from you.
!
To be the light that guides the way…
Living the brand

Two Years Later
(the BRAND come to life)

CAREERS IN HEALTH SCIENCES
2901 Holston Lane | Raleigh, NC 27610
919-747-0400 | health.waketech.edu

The future is in your hands.
It is a choice, to follow or lead.
Those who attend Wake Tech are aware of the
possibilities and know that Wake Tech can be the
start of a life-changing journey.
Are you a Wake?
Share your success story!
Submit your story to: iamawake@waketech.edu

Thank you!
follow VisionPoint: @vispoint | @zhhender follow Wake Tech: @waketechcc•
For more Higher Ed marketing insights, industry trends and case
studies subscribe to our monthly email newsletter eduInsights.
Sign up online by clicking here or go to: visionpointmarketing.com/eduinsights

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