Conduct primary research to analyze our competitors and determine our best positioning strategy
Brand Clarification and Development
Presentation of Campus Engagement and Brand Assessment
findings (including external research); presentation of initial brand promise options and finalized through group selection during meeting.
Promise testing via Web with students, faculty and staff
Five minute survey
Sent to up to 10,000 potential respondents
Client provides list
Follow-up on-site (half-day) presentation to finalize promise
Brand attributes and matrix
Action Assignments: Collaborative team – RU, EU, Faculty , Athletics, Student Development, Admissions and Alumni and Development. Stamats to do the primary data collection. Brand Communication Strategy
$19,100 plus the cost
• One-day campus visit by Marcom and Stamats team to develop plan foundation and work with team to identify/prioritize target
of creating, developing, printing,
Develop a brand communications
audiences, complete communication briefs for each target audience, placement, etc.
plan to determine how we
and develop resource allocation matrix overall and for each
communicate our brand image to our audience; also conduct preliminary discussion regarding internal and
external launch strategies
Marcom and Stamats writes the first portion of the plan off-site
One-day campus visit by Marcom and Stamats to finalize plan
Deliverable: A brand communication strategy that outlines internal
and external communication efforts
Action Assignments: Collaborative team – RU, EU, Faculty , Athletics, Student Development, Admissions and Alumni and Development. Stamats to do the primary data collection.
Staff position - Director of Communications: additional position will serve to support branding and business development
$35,000 salary, $17,000 travel, benefits, and equipment. This will be an ongoing position and not a one time cost.