The Vital Step Before Branding Your Institution, Capital Campaign or Program
11:45 AM - 12:45 PM ET
Speaker(s): Jan Olson, Sr. Director, Communications & Marketing, The Bolles School, Jennifer Holland, President, Holland People + Brands, Ashley Santos, Associate Vice President of Principal Giving and Campaign Manager, The Citadel Foundation
Elective Session
To ensure successful branding of an institution, capital campaign, recruitment initiative or athletics program, a strategic message, followed by relevant positioning, must be developed first. This vital step is called brand development. It’s the deep, strategic pre-work and planning often missed by educators and leadership—an inside-out process of discovering who you are, what’s different and why stakeholders should care. Such work should begin with the President or Head of School, not with communications and marketing, which is an outside-in approach. Brand development also considers the hidden aspects to make any initiative wildly effective—virtually eliminating the costliest pain points.