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Phase III: Brand Communication Finally, once we have developed our infrastructure and determined our review process and procedures for use of our branding elements, we will proceed with the planning for the launch and communications plans to communicate the brand resources available to the UIU community for their use.

PROGRAMMATIC PRIORITIES:

  • 1.

    Need for brand development training for UIU community (faculty, staff and students) to allow for dialogue and a stronger understanding of the branding process to encourage positive participation.

    • a.

      Programmatic Priority: Create a training program lead by the Marketing and Communications Department to educate the UIU community about the process to develop a collaborative branding strategy and its value.

    • b.

      Resource Requirements: Time, Money and Personnel (see budget for costs). Develop training program led by the marketing and communications team to present to the UIU community to address what branding is and why it is important and communicate the process other institutions have gone through as we develop our strategy together through our committee.

    • c.

      Action Assignments: Collaboration team training led by the marketing and communications team and including the university community of faculty and staff representatives from both the residential and extended university teams, athletic and international membership. This would also include the Statmats research team to do the data collection after the planning priorities and strategy has been set.

    • d.

      Timeline: Implementation time of 1-3 years

  • 2.

    Need to examine the UIU community attitudes toward the value and cost of using modified versions of our logo and or moving away over time from our current logo which our group does not feel effectively represents a 150 year old institution of higher learning.

    • a.

      Programmatic Priority: Investigate UIU community attitudes toward the current logo regarding its representation of our institution and/or the need to redesign it and if so what would be the process and cost.

    • b.

      Resource Requirements: Time, Money and Personnel. Note: This can be addressed with the recommendation of the training in item 1 above.

    • c.

      Action Assignments: Collaboration team led by marketing and communications division and including the residential and extended university community of faculty and staff representatives, facilities/logo store and athletic and international membership.

    • d.

      Timeline: Implementation time of 1-3 years

3. An increasing level of impressions and messaging has begun to create a positive impact in our target markets, but we now need to develop a more comprehensive collaborative effort to increase our levels of awareness.

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