Branding Initiative

In response to your inputs related to marketing, advertising and general communicating of who we are and what we offer to our target markets, we have launched a branding initiative. The process began by forming a Branding Team that worked with Joe Polinski on the design of two components: a perception study and a brand development plan. The purpose is to understand how our targets view us, compare that to how we would like for them to view us, and develop a strategy for better communicating that through strategic messages and mediums. The value is that we hope by improving this communication:

· we are more effective and efficient in the expenditure of marketing dollars,
· we will appeal to a deeper portion of each target,
· students who we enroll are more committed to their educational goals,
· and the general public understands and supports our mission.

We completed the perception study piece in July and the data was initially analyzed by the branding team. The data was broken down into five survey areas: high school students, parents of high school students, high school counselors, non-attending prospective students, and current York Tech students. We then asked five teams of faculty and staff to review each section and provide their collective thoughts as to what was most significant. The branding team selected Carolina PR to use this input to design a branding strategy for the College that would drive future marketing and advertising. Additional faculty, staff and students will be asked to provide input to this process in the coming months. I am grateful to the branding team for their commitment to this process. Whether or not you are part of a focus group, feel free to share your ideas with Joe Polinski.