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Michigan Association of Community Colleges
A Marketing Proposal
Pamela Cox-Otto, Ph.D. - CEOMark Mastej- Research
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Brand Process
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Why Now?
• Increasing Competition for Resources• For Profit College Revolution• Online Tsunami
Once, LOCATION trumped all.Now its Access.
More importantly, Perceived Access.
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MCCA Approach
• Locally strong and responsive Community’s Colleges• Augmented by the statewide range of programs, services and options
Michigan’s Community’s College are All Things to Our People
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The Goal is....
A Brand that:
• Resonates with legislators so they will fund you• Voters so they will support you• Students so they will want you
• Faculty and Staff so they will echo you
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Branding Research
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Step One:Internal
•Internal Aspirations are Critical•Internal Beliefs Drive Acceptance
• Online survey link distributed in the next two weeks• Image focus only
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Step Two:External
Qualitative
• High School Students• Parents/Counselors• Business and Industry• Working Adults• Focused Audiences (Underserved)
• Composite Image Issues• Attributes to Test
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Step Three:Quantitative
•Statewide Random Survey•Create Core Brand Elements
• Shared Image that can be strengthened and used as a Focal Point
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Plan: Rollout a Complete Campaign in July
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Why All this Research?
• Unlike Corporate Brands, they must make internal groups (faculty/staff) happy
• Unlike Corporate Brands, you don’t have $$$ millions to create it• Unlike University Brands, they must resonate with a watchful community with a long memory• Unlike University Brands they must appeal to a multi-generational audience
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What Can it Do for Michigan Community
Colleges?
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Shared Understanding
of Value
Proposition
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DegreeCompletion
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State Level StorytellingSupport
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In AllMediaTypes
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Message Issues
• The Three Messaging Mistakes• Shift the Value Proposition to the Leverage proposition• Roll Out in Stages• Value our Graduates…Value Us• It must have “Legs”
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Campaign Issues
• Colleges Must Reinforce and Carry local Weight• Consistent, Flexible• Play in Urban AND Rural• Drive the State Message and Not Silence the local message
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