Building Your Brand Internally

Transcription

1 Building Your Brand Internally Presented by Leslie Larrabee 9/29/11 Brought to you by

2 General Webinar Guidelines Polling questions will be displayed on your screen throughout today s presentation. Today s webinar will be recorded. A link to the webinar will be available within the next 24 hours on Augusoft s website. Please do not place the conference call on hold. If you need to take another call, please leave the conference call and rejoin later. Please use the Questions function in your GTW menu to ask any questions.

3 Leslie Larrabee Executive Director, California Corporate College Augusoft Product Advisor, Corporate Education LERN Consultant, Contract Training 30 year business development veteran 15 years continuing education leadership

4 Your Internal Brand Understand/define the goal of your internal marketing efforts POLL QUESTION #1

5 Your Internal Brand 1. Value Proposition 2. Strategies to Keep Leadership Engaged 3. Tactics for Communicating

6 Internal Value Proposition Determine which internal constituent groups to whom you need to appeal and what motivates them: President/Chancellor/CEO Board of Trustees/Directors Mid-level Leadership (VP, Dean) Faculty Groups

7 Internal Value Proposition An internal value proposition is: a promise of value to be delivered based on a review and analysis of the benefits, costs and value where Value = Benefits - Cost (cost includes risk) Satisfying constituencies is the source of sustainable value creation

8 Internal Value Proposition Examples: The CE unit of XYZ College will generate no less than a 5% surplus at the end of the fiscal year The CE unit of XYZ College will be the face of the college in our service area, representing the complete array of programs and services the institution offers The CE unit of XYZ College will be self-sustaining by the end of the fiscal year

9 Keeping Leadership Engaged Align your strategy or strategies with your value proposition Goal Goal of Internal Marketing Efforts Value Proposition Strategy The Promise 1. Strategy One 2. Strategy Two

10 Keeping Leadership Engaged Examples include: Educate leadership on what your current external marketing strategy entails Develop and implement marketing messages that cover the broadest spectrum of institutional offerings Partner with Professional Development on skill development for staff POLL QUESTION #2

11 Keep Communication Lines Open Include internal audiences in external communications enewsletters, eblasts, catalogue distribution Get on the schedule! Board meetings for quarterly/annual reports Convocation Days Curriculum Committees Face to face with division heads

12 Keep Communication Lines Open Invite them to teach Partner with Internal Professional Development Vouchers/discounts/no fee for employees taking your offerings Free workshops for staff Join/Invite CEO to Chamber or Econ Dev functions

13 Internal Brand Strategy Goal Increase support of CE efforts by leadership Value Proposition Strategy The CE unit will generate no less than a 5% surplus at the end of the fiscal year Educate leadership on current external marketing strategy Tactics Quarterly Progress Presentations to Board Add leadership to external publications mailing list

14 Sustainable Value Creation Satisfying the constituent groups you targeted with your internal brand strategy Deliver on your promise Revisit when key leaders change

15 Questions To request a complete in-depth demo of Lumens, contact sales@augusoft.net or go to augusoft.net to submit a request. A recording of this webinar and copy of the presentation will be available online at