RCC Brand Positioning

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RCC Brand Positioning
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What is Brand Positioning?

• Branding is a promise a pledge of quality
• Branding helps set Richland Community College
  apart from other institutions by reflecting the
  personalities, behaviors, and culture of the
  institution

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Why is Brand Positioning important?

• Most written messages are ignored, but over 70
  of visual messages are processed
• Sending target effective messages is vital to
  success

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Brand Positioning Workshop

• Conducted April 4, 2008
• Intended to determine values that are meaningful
  to students, alumni, faculty, staff
• Group consisted of faculty, staff, alumni,
  community leaders, and students (both traditional
  and non-traditional).

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Elements of Perception
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Competitive Analysis

• Participants were asked to give perceptions of
  six other area institutions
• Millikin University
• Robert Morris College
• Lincoln Land Community College
• Lakeland College
• Parkland College
• Heartland Community College

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Brand Identity Attributes

• Meaningful
• Different
• Credible
• Workshop participants provided key words
• that differentiate Richland from others

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Brand Positioning Statement

• Richland Community College is an educational
  resource offering an academic foundation for
  college transfer, career programs, job training,
  personal and professional growth in a friendly
  environment with supportive faculty and staff
  dedicated to the success of our students and
  community.

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Visual Cues Positioning Elements

• Align the following elements with the final key
  words in the brand positioning statement
• Color Palette
• Font Type
• Logo Mark/Graphic Styling
• Layout Composition
• Photographic Direction

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Branding Ensures Success

• Three factors critical for the brand promise to
  work
• It must be true to the values, practices and
  products of an institution
• It must be meaningful to the stakeholders
• It must be distinctive from other academic
  institutions

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Incorporation of Branding
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Enrollment Marketing Strategy