Aljgsb may 2011

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Aljgsb may 2011

  1. 1. EXPERT EXECUTIVE EDUCATION
  2. 2. AGENDA <ul><li>Background </li></ul><ul><li>Objectives </li></ul><ul><li>Selling Strategy </li></ul><ul><li>Creative </li></ul><ul><li>Next Steps </li></ul>
  3. 3. BACKGROUND <ul><li>The Lok Jack Graduate School of Business </li></ul><ul><ul><li>Known for offering excellent graduate programmes </li></ul></ul><ul><ul><li>Not as well known for offering both In-Company customised training programmes and corporate learning solutions (short programmes) </li></ul></ul><ul><li>Competitors include </li></ul><ul><ul><li>TTHTI </li></ul></ul><ul><ul><li>SBCS </li></ul></ul><ul><ul><li>INTAD </li></ul></ul><ul><ul><li>RDI Caribbean </li></ul></ul><ul><ul><li>Bordercom etc </li></ul></ul><ul><ul><li>The Lok Jack GSB must create a clear difference for its Executive Education Programmes as this is a cluttered landscape, and position itself as the expert in industry </li></ul></ul>
  4. 4. STRATEGY <ul><li>To differentiate Executive Education on the following: </li></ul><ul><ul><li>Tailor-made - customised training programmes that get results </li></ul></ul><ul><ul><li>Proprietary Internal Diagnostics & Assessment Centre </li></ul></ul><ul><ul><li>The ability to source the best experts in your industry area, even internationally </li></ul></ul>
  5. 5. OBJECTIVES OF CAMPAIGN <ul><li>To meet 2011 registration goals </li></ul><ul><li>To raise awareness of Executive Education as measured by a 20% increase in current levels </li></ul><ul><li>To position the Executive Education Unit as the premiere institution for management training </li></ul>
  6. 6. SELLING STRATEGY
  7. 7. SELLING STRATEGY Today’s Position “ ALJGSB offers graduate programmes and short courses” “ ALJGSB delivers customised business solutions that work ” Where we want to take it: Our Ambition
  8. 8. CONCEPTUAL TARGET (A HANDLE THAT MAKES THE DEMOGRAPHIC TARGET COME ALIVE) Movers & Shakers
  9. 9. CORE DESIRE (THE DEEPEST, MOST POWERFUL, EMOTIONAL BENEFIT THAT THE CONCEPTUAL TARGET RECEIVES FROM THE BRAND) To be the sharpest tack in the stack
  10. 10. THE ROLE OF THE BRAND IN FULFILLING THE CORE DESIRE (HOW THE BRAND BEST FULFILLS THE CORE DESIRE) We listen to you and develop tailor-made solutions to your business challenges
  11. 11. THE COMPELLING TRUTH (EVIDENCE TO SUPPORT THE BRAND’S ROLE IN SATISFYING THE CORE DESIRE) <ul><li>The Lok Jack GSB has the ability, the capability and the expertise to analyse your situation, propose a solution and bring experts to the table to ensure world class execution that will deliver results </li></ul>World-class experts and relevant tailor-made programmes
  12. 12. SELLING IDEA We are expert tailors
  13. 13. BRAND POSITIONING STATEMENT <ul><li>Target </li></ul><ul><li>Motivation </li></ul><ul><li>Competitive Frame </li></ul><ul><li>Benefit </li></ul><ul><li>Reason Why </li></ul>For the movers & shakers and high achievers who are driven to be the best in their industry. ALJGSB Executive Education offers them the learning to develop and sharpen their skills by having a partner with the process, faculty and track record to deliver customised solutions that work
  14. 14. THE CREATIVE
  15. 15. PRESS OPTION A
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  18. 18. PRESS OPTION B
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  21. 21. PRESS OPTION C
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  23. 23. BROCHURE OPTION A
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  27. 27. BROCHURE OPTION B
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  29. 29. BROCHURE OPTION C
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  31. 31. WEB
  32. 32. Home Page
  33. 33. Programmes Page
  34. 34. Programmes Page
  35. 35. VIDEO CONCEPT
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  46. 46. POWERPOINT SLIDES
  47. 47. POWERPOINT OPTION A
  48. 48. POWERPOINT OPTION A
  49. 49. POWERPOINT OPTION B
  50. 50. POWERPOINT OPTION B
  51. 51. POWERPOINT OPTION C
  52. 52. POWERPOINT OPTION C
  53. 53. NEXT STEPS <ul><li>Approve creative concept and direction </li></ul><ul><li>Approve brochure design </li></ul><ul><li>Approve print and web template </li></ul><ul><li>Provide media schedule details </li></ul><ul><li>Confirm timelines </li></ul><ul><li>Approve creative costs </li></ul><ul><li>Agree on launch plan for June </li></ul><ul><li>Set deadline for 2 nd presentation </li></ul>
  54. 54. <ul><li>“ You do not just merely want to be considered just the best of the best.  You want to be considered the only one who does what you do” </li></ul><ul><li>                          Jerry Garcia, The Grateful Dead. </li></ul>
  55. 55. Thank You

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