YAVAPAI COLLEGE BRAND. Anne Saylor, Research Analyst Pam Cox-Otto Ph.D., CEO, Interact

Transcription

1 YAVAPAI COLLEGE BRAND Anne Saylor, Research Analyst Pam Cox-Otto Ph.D., CEO, Interact

2 PART ONE BRAND

3 BRAND WHAT IT IS NOT It is NOT a new theme or tagline It is NOT disposable It is NOT shifting It is NOT The Emperor s New Clothes

4 BRAND WHAT IT IS The Best Self of the college. The perceptions of the college in the minds of the public. It is the link between how you are perceived now and how you want to be perceived in the future.

5 RESEARCH GOALS 1. Create a brand for Yavapai College that differentiates it from competitors. 2. Create a brand that places Yavapai College in the heart of the communities it serves and as the doorway to better futures. It must represent what Yavapai College is to students, parents, the community, business and industry, and to graduates, foundation, faculty, and staff.

6 PART TWO PROCESS

7 ATTRIBUTE DISCOVERY PHASE 1 QUALITATIVE What do your internal and external communities think about you? Data collection to identify attributes the community associates with Yavapai College. Attribute Discovery 3 High School Focus Groups 3 Business & Industry Focus Groups 2 OLLI Seniors Focus Groups 1 Foundation Focus Group 34 Current Student participants via online survey 82 Faculty, Staff, and Administration participants via online survey

8 ATTRIBUTE TESTING PHASE 2 QUANTITATIVE Using the Attributes from the Qualitative (PHASE 1) Test how important it is How much they associate it with Yavapai College How much they associate it with Yavapai College competition (Northern Arizona University) Attribute Test 741 Phone Survey Participants each from Verde Valley and Prescott areas

9 BRAND TESTING PHASE 3 1. Brainstorm phrases that capture well tested attributes from Quantitative (PHASE 2) 2. Test for the emotional impact and initial response Offer a chance for participants to fix the statements Brand Test 2 Current Student Focus Groups 2 Faculty and Staff Focus Groups 1 OLLI Seniors Focus Group

10 INTEGRATE FINDINGS PHASE 4 Create a statement that rings true That targets beliefs (logical) and wants (emotional) That will work with your diverse audience Authenticity (Closeness to research) Differentiation (You can own it) Stickiness (Memorable, Emotional)

11 PART THREE FINDINGS

12 FOCUS GROUPS Supports well being of the Willing to partner with and community listens to the community Positively impacts quality Helps keep learning local of life in county Spectrum of offerings lifelong Part of my life adult online arts, wine Preparation for and Gives people things to do through life Respect for elderly and A place for all ages and disabled (college and stages students) Lifelong Learning Classes Curious about community and programs are in needs demand Creates qualified workforce Community leader Plays a neutral role (in Responsive - completes economic development) things in timely manner Connections in community FOCUS GROUPS ATTRIBUTES SURVEY CONCEPTS TEST BRAND TESTED BRANDS EMOTIONAL VALUES FINAL BRAND

13 ATTRIBUTES TESTED ATTRIBUTES Encouraging environment Helps me find my way Current Respects tradition Essential relationships Community centerpiece Supports my lifestyle Progressive Responds to local needs FOCUS GROUPS ATTRIBUTES SURVEY CONCEPTS TEST BRAND TESTED BRANDS EMOTIONAL VALUES FINAL BRAND

14 TESTED ATTRIBUTES FOCUS GROUPS ATTRIBUTES SURVEY CONCEPTS TEST BRAND TESTED BRANDS EMOTIONAL VALUES FINAL BRAND

15 POWER CONCEPTS Unique to Prescott Centerpiece Unique to Verde Valley Progressive District Wide Current Lifestyle Encouraging Responsive Growth FOCUS GROUPS ATTRIBUTES SURVEY CONCEPTS TEST BRAND TESTED BRANDS EMOTIONAL VALUES FINAL BRAND

16 STATEMENTS BUILT Statements are Simple Disposable They test the emotional components of words They are Test Wells FOCUS GROUPS ATTRIBUTES SURVEY CONCEPTS TEST BRAND TESTED BRANDS EMOTIONAL VALUES FINAL BRAND

17 TESTED STATEMENTS FOCUS GROUPS ATTRIBUTES SURVEY CONCEPTS TEST BRAND TESTED BRANDS EMOTIONAL VALUES FINAL BRAND

18 POWER BRAND WORDS Future Education Opportunity Forward FOCUS GROUPS ATTRIBUTES SURVEY CONCEPTS TEST BRAND TESTED BRANDS EMOTIONAL VALUES FINAL BRAND

19 WEAK BRAND WORDS Delivered (Faculty) Essential (Students) Here (Students) Modern (All) Support (All) FOCUS GROUPS ATTRIBUTES SURVEY CONCEPTS TEST BRAND TESTED BRANDS EMOTIONAL VALUES FINAL BRAND

20 Aware of and meets local needs Builds partnerships Forward with programming and technology Education Improves quality of life Supportive environment Something for everyone Community resource Current Encouraging environment Responsive to local needs Supports my lifestyle Progressive Community Centerpiece Education to Inspire, The Best Way Forward, Life s Essential Opportunities, Exceptional Education, The Future Delivered Forward, Future, Choices, Connections, Success, Resource, Education FOCUS GROUPS ATTRIBUTES SURVEY CONCEPTS TEST BRAND TESTED BRANDS EMOTIONAL VALUES FINAL BRAND

21 FOCUS GROUPS ATTRIBUTES SURVEY CONCEPTS TEST BRAND TESTED BRANDS EMOTIONAL VALUES FINAL BRAND

22 CONCEPT EXCLUSIVITY

23 WHAT IT OFFERS It has uniqueness and puts Yavapai College Programs as BOTH the path and the goal Focuses on community s image of supports my lifestyle, choices, and success Plays well into high performing test statements educa4on to inspire and the future delivered

24 WHAT IT OFFERS A CompeAAve Edge You don t have to have all the answers to come here simply the need to be more High School : It s the first step in the explora4on of your own life Working Adults: Exploring your Personal Op4ons Seniors: Living Life to its Fullest Faculty/Staff: Being the best at what you do in your chosen area It is about living every moment to its fullest and reaching for something more

25 A COLLEGE CHALLENGE At it s Heart, Yavapai College is the place where you come when you have the answers. And when you don t.

26 THECAMPAIGN

27 BRAND

28 SAMPLES Real People and Photos in Spring ;-)

29 TRADITIONAL STUDENTS

30 WORKING ADULTS

31 CONTINUING EDUCATION

32 BUSINESS

33 ARTS

34 FACULTY

35 ATHLETICS

36 FOUNDATION

37 BRAND