Positioning: Build awareness of your brand internally and externally

Is your institution seeking proposals for a brand identity or an integrated marketing program? Contact Josanne DeNatale, Executive Vice President and co-founder of Cognitive Marketing at 888.241.4411. We'd appreciate being on your consideration list and the opportunity to discuss your marketing needs.

BENEFIT TO THE INSTITUTION
Each and every advancement and recruitment effort is fortified because it draws meaning from the singular voice of the brand.

HOW IT HAPPENS
The Brand Development Plan assembles and catalogs in one document the initiatives and activities underway at the college—from grounds and maintenance, to campus life, to the Provost’s office—that will have a positive impact on the development of the brand. It includes an integrated marketing communications plan, which specifically defines how the tools of marketing, public relations, special events, direct marketing, word-of-mouth, and advertising will advance the brand in the external marketplace. The plan defines the objectives and prioritizes the strategies and tactics that will build the brand.

EVIDENCE OF RESULTS
Brand development is a journey, rather than a destination. It is an ever-evolving story told in chapters. Our work with Nazareth College is entering its third chapter. When the brand identity page was blank, awareness of the college in its local market was fairly high, but perceptions were not accurate. We were challenged to change the perceptions that the college was a sleepy, little Catholic school for women, that it didn’t really make a difference in its community, and that it was of average academic quality. With the first two installments of the image campaign, bolstered mainly by television advertising, we significantly shifted the community’s perceptions on all these issues. Most impressive was the change in the perception of the academic quality of the institution. In 2001, 49% of people agreed that Nazareth had high academic standards; in 2003, 82% agreed.