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Presention on Capstone Branding Project
- 1. BRANDING FOR ADULT DEGREE COMPLETION PROGRAMS BY: ANEELA SHARJEEL
- 2. AGENDA • Research Question • Interdisciplinary Rationale • Literature Review • Methods • Creative Project: Posters • Reflections • Limitations • Conclusion • Questions
- 3. RESEARCH QUESTION HOW CAN BRANDING BE USED TO PROMOTE AN ADULT DEGREE COMPLETION PROGRAM IN A LARGE PUBLIC UNIVERSITY?
- 4. TARGET AUDIENCE • Current students • Prospective students • Faculty and staff • Management • Marketing • NOVA CC
- 5. WHY?
- 6. INTERDISCIPLINARY RATIONALE DEVELOPING A BRAND IDENTITY GRAPHIC DESIGN Executions of Outcomes BUSINESS Developing Strategy
- 7. LITERATURE REVIEW: Branding • “Branding is a disciplined process used to build awareness and extend customer loyalty.” (Wheeler, 2013) • Branding involves creating a whole identity system consists of a logo, color palette, choice of typefaces, image style, choice of materials, and copy style. (Landa,2014) • You can create brand identities without a logo by making distinct choices in other elements (Bierut, 2015)
- 8. LITERATURE REVIEW: Adult Learners • Increased percentage of adult learners • In 2015, 40 % of overall student population (NCES, 2018) • Consequently, increased competition in Higher Education Institutions that demands differentiation (Belanger et al.2007; Lamboy, 2011 ) • Branding helps manage the perception of a company and differentiates it from its competitors (Wheeler, 2013)
- 9. LITERATURE REVIEW: Branding in HEI • Branding has been in use in Higher Education Institutions since 1984 (Rosenthal, 2013) • Branding in higher education has been increasingly embraced by practitioners (Belanger et al., 2007; Lamboy, 2011 ) • Institutions that craft, present and manage a unified brand message achieve a competitive advantage (Lamboy and Victoria, 2011; Williams Jr. et al., 2014)
- 10. METHOD 12 Peer reviewed Articles 8 Books 5 Interviews Survey 40 BIS Students
- 11. INTERVIEW RESULTS • Limited budget • Marginal communication between BIS and marketing department • BIS needs promotion and marketing • Current marketing is not consistent and does not convey the brand effectively
- 12. SURVEY RESULTS How students found out about the program Believe adult students have different needs The number of students who considered other schools
- 13. SURVEY RESULTS Location Top factors for choosing a school Programs Cost
- 14. COMPETITIVE ANALYSIS SCHOOL COST LOCATION PROGRAM STUDENTS GMU GW UVA $11,924 $53,518 $16,853 22 % 9 % 5 %
- 16. SWOT ANALYSIS Location Good Program Affordability Competition S T RENGTHS Increasing Number of Target Market O P P O RTUNI TI E S T H RE AT S Limited Budget Lack of Marketing Lack of Branding Inconsistent look and feel No Key Message W EAKNESSES
- 17. MARKETING STRATEGY • Create a brand with key message and distinctive look and feel • Actively promote the program with promotional posters • Apply branding consistently through all print and digital media
- 21. REFLECTION: • Why posters? A poster connects quickly and release information easily (McWade, 2015) • Design consideration in poster design were made in the light of graphic design principles: 1. Poster gives you one moment to grab attention which can be achieved with high contrast 2. The words inform the audience about what, where, and when
- 22. LIMITATIONS: • GMU brand guidelines • Lack of images • Limited Application • Limited Analysis
- 23. CONCLUSION: • Building and managing a brand will help create a coherent marketing strategy for BIS, allowing to promote the program more effectively. • Branding will distinguish BIS from competitors and will strengthen the identity of the program and college.
Editor's Notes
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