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Implementing the ECC Brand:An Introduction

What Makes

EXCEPTIONAL

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OVERVIEW What attributes do you associate with Erie Community College? Do you envision three Western New York campuses where students can start, restart or redirect their education? Do you consider its ease of access that allows students a stress-free and manageable entry into their first college courses? Do you acknowledge its career-focused courses that cater to first-time students and working parents; and do you find a college that instills its graduates with the confidence to either excel in a fast-paced profession or continue their education within a four-year university? We see all these things.

Now, after collaborative research with Stamats Higher Education Marketing, we’re focused on these strengths--all of which make up the refined brand of Erie Community College. The following pages will detail the specifics of this brand, and how we plan to implement it over the coming months.

EASY ACCESS | EDUCATION THAT FITS | EARNED CONFIDENCE

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ECC helps students confidently navigate through a career-focused education.

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A brand is not just a logo, a website, or a business card.It’s an experience.

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WHAT IS A BRAND?

A brand is what distinguishes one organization from another. Branding is the emotional response an individual, group, business or organization evokes in a customer. This can be communicated through visual images, words and taglines, but it’s more than that. Our brand is communicated throughout the hallways on campus, the way instructors interact with students, and the processes and procedures students follow to receive services. Every ECC employee is an ambassador of the ECC brand, and our collective action plays a huge role in determining what students and the community think of ECC. A strong, positive brand will initiate an identity and, in turn, gain greater support from students, parents, donors, prospective employees and the community.

EASY ACCESS | EDUCATION THAT FITS | EARNED CONFIDENCE

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BRAND PROMISES

EASYACCESS

EDUCATION THAT FITS

EARNEDCONFIDENCE

Students looking to start, restart or redirect their education should find

clarity and simplicity in our processes, communication and environment. ECC

should be easy to navigate for first-time or re-entering college students; and affordable so that students can concentrate on first adapting, then

thriving toward a certificate, degree or transferable credits.

ECC’s flexible course schedules, small class sizes and transferrable credits

have always been three of the college’s most desirable attributes. Students can earn career-focused degrees

while balancing necessary work and family commitments. They can earn

both at their own pace, then take their education to high-paying jobs or

four-year colleges and universities.

Through their time at ECC, empowered students will graduate with the skills to enter the modern job market, as well as the confidence to thrive in their field of choice. More than 50,000 alums living and working in Western New York are a testament to this, as are leaders who tout their ECC education--whether as a start or solution--as essential to their

career success.

Stress-FreeManageableAffordable

CustomizedFlexiblePersonal

EmpoweringCareer-Focused

Graduate Success

What is ECC? Based on research conducted with students, employees and the community, we have established three brand promises:

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One student that has a great experience can be more valuable than $10,000 worth of advertising.

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Students looking to start, restart or redirect their education should find clarity and simplicity in our processes, communication and environment.

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EASY ACCESSWhat words or phrases do you use to describe ECC to someone not familiar with the college? (Top mentions)

Nice campus (easy to navigate, adequate parking)

Good academic variety

Small classes, offers personal attention

Good academics, good education, accredited programs

Good school

Location attributes (WNY, has three campuses, in Erie Country, close to home, Buffalo, cold climate)

Good faculty, staff

Good atmosphere (welcoming, comfortable, helpful, professional)

Two-year college, community college, vocational

Affordable, reasonable cost to attend

Good place to start, good transfer opps, stepping stone to four-year college 34%

23%

18%

16%

14%

11%

10%

8%

8%

6%

5 10 15 20 25 30 35 400Percentage of total mentions

Polling results based on internal audience. Complete Stamats market research findings and results can be found at http://tinyurl.com/eccbranding

4%

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EDUCATION THAT FITSWhat are the three most important factors you consider when evaluating your college options? (Top mentions)

TRADITIONAL STUDENTS NON-TRADITIONAL STUDENTS

20 40 60 800Percentage of total mentions (multiple mentions possible)

Location, proximity to home

Reasonable cost, affordable

Academics, for a specific program

Small classes, personal attention

Delivery options (online, in class)

74%

65%

57%

26%

13%20 40 60 800

Percentage of total mentions (multiple mentions possible)

Location, proximity to home

Reasonable cost, affordable

Don’t know, not sure

Size

Campus (appearance, easy to navigate, size)

Atmosphere (comfortable, supportive)

Faculty

Small classes, personal attention

Academics, for a specific program

53%

49%

53%

19%

16%

11%

11%

8%

8%

Polling results based on prospective students. Complete Stamats market research findings and results can be found at http://tinyurl.com/eccbranding

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Students can earn cutting-edge training while balancing necessary work and family commitments.

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Empowered students will graduate with the skills to enter the modern job market, as well as the confidence to thrive in their field of choice.

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EARNED CONFIDENCEFor each of the following statements, please indicate how much you agree or disagree using the 5-point scale provided. (5=strongly agree, 1=strongly disagree)

FACULTY STAFF/ ADMIN STUDENTS

mean%

strongly agree

mean%

strongly agree

mean%

strongly agree

4.3ECC is the right choice for students who are pursuing a two-year degree. 4.4 4.449 54 57

4.3Being part of the SUNY system is advantageous to ECC. 4.5 4.355 62 57

4.1ECC provides a quality education at an affordable price. 4.3 4.245 52 48

4.1ECC is the right choice for students who are pursuing a certification. 4.3 4.239 52 48

4.1ECC is the right choice for students who plan to transfer to a four-year college or university. 4.4 4.341 53 57

Polling results based on internal audience. Complete Stamats market research findings and results can be found at http://tinyurl.com/eccbranding

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EARNED CONFIDENCE

Please indicate how important each attribute is to you. (5=very important, 1=not at all important)

TRADITIONAL NONTRADITIONAL

mean mean

Quality of your major, program or certificate of interest. 4.8 4.7Graduates of the college get good jobs. 4.8 4.9

Cost to attend 4.7 4.5

Quality of academic advising 4.7 4.7

Quality of faculty as teachers and mentors 4.7 4.8

Ability to take classes at times that are convenient

Amount of financial aid and scholarships offered

4.6 4.84.8 4.5

Polling results based on prospective students. Complete Stamats findings can be found at http://tinyurl.com/eccbranding

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More than 50,000 alums living and working in Western New York are a testament to ECC’s training expertise.

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APPLYING THE BRAND

Now that we have promises to consistently communicate to students and the community, we must make deliberate efforts to infuse the brand into what we do every day. Our next step is to develop new ways to effectively communicate the brand in five focus areas.

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BRAND | Focus Areas

ADVERTISING AND PROMOTIONCommunicate to the general public through media and messaging.

RECRUITMENT AND OUTREACHRelay to prospective students through recruitment efforts.

CAMPUS ENVIRONMENTApply to all physical space and facilities.

STUDENT EXPERIENCEIntroduce to incoming and current students through application and interaction.

EMPLOYEE EXPERIENCEHelp ECC employees becomeambassadors of the college’s brand.

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BRAND IMPLEMENTATION | Plan

Beginning in January 2016, a task force for each focus area will develop an action plan for communicating the brand. These plans will be folded together into an Integrated Marketing Plan in the summer of 2016, with the release of the plan scheduled for Opening Day Fall 2016. Throughout this process and into the future, we will work together to produce the information, training, and resources essential to communicating the brand every day. Whether it be as a member of a task force, a governing body or committee, or as an interested and dedicated ECC employee, please join us in the effort to build a stronger ECC brand and tell students, staff and our surrounding communities what makes Erie Community College both exceptional and critical to the ongoing resurgence of Western New York.

EASY ACCESS | EDUCATION THAT FITS | EARNED CONFIDENCE

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BRAND IMPLEMENTATION | Plan Timeline

2015 2016NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEP

Initiate Development TeamsTeams Develop Action Plans /

Team Leads Report Progress to Marketing Advancement Committee

Committee Gives

Feedback on Plans

Action Plans Integrated

5/31/16Action Plan Drafts Submitted

to Marketing/Advancement Committee

9/1/16Integrated Marketing

Plan Presented

7/14/16Action Plans Finalized

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You Make

EXCEPTIONAL

EASY ACCESS | EDUCATION THAT FITS | EARNED CONFIDENCE