Own Our Brand
The perception and feelings formed about North Central; its mission, its philosophy, and its performance, are what is known as its “brand.” The College Communication department is responsible for creating meaningful messages through words, ideas, images, and names that deliver upon North Central’s brand promise with its customers. Furthermore, the College Communication department is responsible for ensuring that the messages and images are delivered consistently, by every member of the College.
A college’s brand identity is the most important element of its visual image. Because of its potential for credibility and influence, and the impression it has on the public, a brand identity can be considered the foundation of all marketing and communications efforts.
A single, consistent message, therefore, is key.
Focus on the Customer
The CCD listens to North Central’s customers (and prospective customers) in order to understand their needs and wants. This includes soliciting thoughts and input from internal stakeholders, as College department personnel are typically close to the customer.
Monitor the Competition.
Learning about, and understanding the competitive landscape is also an important function of the department.
Find & Direct Outside Vendors.
The CCD sources, and is the College’s single point of contact when working with outside resources (a.k.a. “partners”) such as printers, photographers, videographers so that the College can get the greatest return from its marketing efforts.
Whether it is enrollment campaigns, keep-in-touch programs, new program promotions, retention efforts, or something in between, the CCD has the ultimate responsibility for developing new ideas to market the College and its programs. This does not mean that the department has to come up with every idea on its own. The CCD works with others to execute programs that will support North Central’s mission and goals.
Market Our Product
The College Communication Department creates publications, and promotes programs, events and opportunities provided for students and the community. This includes:
- Annual Report
- Newspaper supplements
- Mailings to prospective students/parents
- Postcard promotions
- Promotional videos
- Advertising, media relations
- Lecture Series and Luncheon Lectures
- Website design, maintenance and content updates
- Video screen information
- Posters and signage
- Social media
- Electronic/digital media
A solid marketing plan includes a variety of components, such as press releases, signage, website, email, direct mail, social media, digital and print advertising and collateral material. An effective plan is implemented thoughtfully and carefully, with time and attention paid to each component, and released with enough advance time to ensure maximum results.