Algonquin Brand Workshop 2 March 2011

Algonquin College Brand Workshop
Algonquin College Brand Workshop March 25, 2011 | Ottawa
Algonquin College Brand Revitalization Project
4 Phases:
1. 2. 3. 4.
Brand Audit Brand Positioning Strategy Brand Creative Brand Implementation
Algonquin College Brand Workshop Copyright 2011 Academica Group Inc.
1. Brand Audit
Internal: Interviews and mini-groups with selected students, faculty, staff, alumni, program advisory committee members Online survey of students, faculty, staff and alumni External: Interviews with prospects, guidance counsellors, teachers, employers, strategic partners Online survey of prospective students, current PSE students, general public
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 Positioning White Paper (3 options)
Brand Strategy
= Institutional Strategy
A college or university brand is a concise, compelling expression of campus identity, a distillation of institutional mission, vision and values...
- Ken Steele, Defining an Effective Institutional Brand (forthcoming).
that focuses passion and enthusiasm among stakeholders, attracts external audiences, and drives strategic decisionmaking at every level of the organization.
- Ken Steele, Defining an Effective Institutional Brand (forthcoming).
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!)
The 3 Cs of Branding
Undifferentiated claims of quality result in an undifferentiated mass of institutions perceived as average.
Perceptions
of Algonquin College
Perceived Strengths: Hands-on Experienced, passionate teachers Welcoming, Friendly Good Reputation Large College Variety of strong, recognized programs Great facilities Proximity to home Connected to the real professional world
Ken Steele | Emerging Trends 2009 Copyright 2009 Academica Group Inc.
Perceived Weaknesses: Space issues Below average student life Lack of resources to implement ideas Some bad buildings Very big Can be a bit confusing
Being all things to all people Were vanilla here. Algonquins current brand personality, as offered by the Values, Mission and Vision, is a general personality for an average institute. - Brand Audit
Potential Positions
for Algonquin College
Capital Global Connected

Capital

Focused on NCR industry Connected to the federal government Immersed in the outdoor environment Committed to bigcity challenges Reflective of its bilingual context
Growing cultural capital and training workers for cultural industries A vital partner for the defense, justice and security sectors A gateway to the world
Global
Committed to international experience for all students Global in its perspective Deliberately diverse
Connected to the world A caring global citizen A central point of welcome for new Canadians
Connected
Connected to career outcomes:
alumni success stories, awards programs, ePortfolios, maybe a guarantee of employment? Free career advising/testing for applicants? Mandatory coop work terms? Better employment supports than any other institution?
Connected to students in and out of the classroom:

small classes, passionate teachers, mobile learning, LMS, maybe new mobile apps for students?
Connected to prospective students:
Connecting students to faculty:
social media, mobile apps, maybe free success coaching?

Maybe access by text/cell phone? Facebook office hours? 24/7 telephone access to tutors?
Connected
Connected through technology:

mobile learning, distance learning, eAlgonquin, the digital college
Connected to business and industry:

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?
Connected to students as people:

welcoming, friendly, nurturing, student centred. Maybe personal coaching on time management and goalsetting?
Connected
Continually connecting alumni:
Circulating news, sharing between alumni, hosting alumni events across the country, online and offline platforms to connect alumni to employers, students, former instructors? Bring alumni in to teach and mentor students? Professional development?
Connected to the NCR community
Connected to other PSE institutions Connected between disciplines Connected to handson learning Connected to the world Connecting students to each other
John Furneaux, OveDesign

#1 Discuss at your table:

Does Connected resonate with you? What are current programs, services, facilities and cultural realities at Algonquin that demonstrate a commitment to being the most connected college in Ontario? What stories can we tell well? 15 minutes
Rank order your current proof points to identify the most compelling, credible and competitively distinctive as #1 through #4. 5 minutes
Group Reporting:
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

If financial and human resources were available, what could Algonquin do to increase connectedness in curriculum, pedagogy, community connections, etc?
Consider incremental changes but also grand gestures that could truly distinguish Algonquin from other institutions across the country.
15 minutes
Identify and rank order the initiatives that could make the biggest splash nationally, to demonstrate that Algonquin College is more connected than any other institution. 5 minutes
Group Reporting:
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
Doug Wotherspoon
Next Steps

Algonquin Brand Workshop 2 March 2011

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Algonquin College Brand Workshop

Algonquin College Brand Workshop March 25, 2011 | Ottawa

Algonquin College Brand Revitalization Project

Brand Audit Brand Positioning Strategy Brand Creative Brand Implementation

Algonquin College Brand Workshop Copyright 2011 Academica Group Inc.

Algonquin College Brand Workshop Copyright 2011 Academica Group Inc.

2. Brand Positioning Strategy

2008/2010 UCAS analysis Strategic Positioning White Paper (3 options)

Algonquin College Brand Workshop Copyright 2011 Academica Group Inc.

Algonquin College Brand Workshop Copyright 2011 Academica Group Inc.

Algonquin College Brand Workshop Copyright 2011 Academica Group Inc.

Algonquin College Brand Workshop Copyright 2011 Academica Group Inc.

Algonquin College Brand Workshop Copyright 2011 Academica Group Inc.

Undifferentiated claims of quality result in an undifferentiated mass of institutions perceived as average.

Algonquin College Brand Workshop Copyright 2011 Academica Group Inc.

Capital Global Connected

Connected to career outcomes:

Connected to students in and out of the classroom:

Connected to prospective students:

Connecting students to faculty:

social media, mobile apps, maybe free success coaching?

Connected through technology:

Connected to business and industry:

Connected to students as people:

Continually connecting alumni:

Connected to the NCR community

John Furneaux, OveDesign

#1 Discuss at your table:

#2 Discuss at your table:

#3 Discuss at your table:

#4 Discuss at your table:

Algonquin College Brand Workshop Copyright 2011 Academica Group Inc.

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