Dean’s Corner
Dean Robert J. Swieringa
Issue date: 5/3/00 Section: Viewpoints
- Page 1 of 2 next >
We have made significant progress over the last two years in communicating our story to the marketplace, focusing on building a personality and an awareness of the assets of the Johnson School brand. The “Fast. Forward.” campaign and “The Drive for Five” initiative have helped us articulate our personality. We now have integrated publications and communications, a “drive to web” strategy,” and a team prepared to move us to the next level.
The task of creating the Johnson School brand, however, has only begun. The Johnson School brand must evolve to a distinctive and sustainable brand positioning that is recognized and valued around the world. To support this effort, we have initiated a project that will provide greater insight into our current positioning in the business school marketplace and help us set our strategic direction for future marketing and communications efforts.
A member of the firm Arnold Integrated Services may have contacted some of you. We worked with this branding and communications firm over the last two years on several marketing programs and initiatives. Over the next few months, the Arnold team will assist us in analyzing the business school market, talking with Johnson School constituents, and conducting research that will lead to recommendations about the school’s branding strategy. Using the output of this project, we will develop a communications program designed to provide a totally integrated approach for marketing the Johnson School to be launched this fall.
We will formulate a brand positioning that will provide our constituents with a distinctive, sustainable and compelling reason to commit to the Johnson School and we will develop an integrated marketing communications program that will deliver overall branding and specifically targeted messages to designated audiences.
The project will include the following:
· Identify issues and opportunities among the various core constituents of the Johnson School by engaging representative groups in a dialog about strategic alternatives and marketing opportunities. Interviews will be conducted with students, alumni, faculty, corporate partners, recruiters, and members of our Advisory Council.
The task of creating the Johnson School brand, however, has only begun. The Johnson School brand must evolve to a distinctive and sustainable brand positioning that is recognized and valued around the world. To support this effort, we have initiated a project that will provide greater insight into our current positioning in the business school marketplace and help us set our strategic direction for future marketing and communications efforts.
A member of the firm Arnold Integrated Services may have contacted some of you. We worked with this branding and communications firm over the last two years on several marketing programs and initiatives. Over the next few months, the Arnold team will assist us in analyzing the business school market, talking with Johnson School constituents, and conducting research that will lead to recommendations about the school’s branding strategy. Using the output of this project, we will develop a communications program designed to provide a totally integrated approach for marketing the Johnson School to be launched this fall.
We will formulate a brand positioning that will provide our constituents with a distinctive, sustainable and compelling reason to commit to the Johnson School and we will develop an integrated marketing communications program that will deliver overall branding and specifically targeted messages to designated audiences.
The project will include the following:
· Identify issues and opportunities among the various core constituents of the Johnson School by engaging representative groups in a dialog about strategic alternatives and marketing opportunities. Interviews will be conducted with students, alumni, faculty, corporate partners, recruiters, and members of our Advisory Council.