Communicating College Program Offerings: Brand Development Workshop

Communicating College
Program Offerings:
Brand Development Workshop
JULY 31, 2021
Lucille Dagpin-Galicha
1

Activity flow:
Time Activity
9:30 – 10:00 AM Objectives and goals of the workshop
10:00 – 10:30 AM What is your WHY?
10:30 – 11:00 AM Visualize with keywords
11:00 -11:30 AM Market position vs. competitors
11:30 AM – 12:00 NN Target personas
12:00 – 1:00 PM LUNCH BREAK
1:00 - 1:30 PM Analyze the competitors
1:30 – 2:00 PM What are our Messages?
2:30 – 3:00 PM Marketing Strategy
3:30 – 3:45 PM Program Goals and Measures of Success
3:45 - 4:00 PM RECAP
2

Objectives of the workshop
This workshop is intended to:
 Gather ideas to come up with strategic direction for the College of
Agriculture and Related Sciences and the various program offerings
 Extract ideas, opinions, and creative expression from the leadership
team and members so they are fully committed in the brand-building
process and feel connected to the brand they will lead
 Generate creative outputs for a coherent image, look for each
program, starting with the Masters of Extension Education
3

Brand Development workshop
 The Branding Workshop is a meeting between the key organization leaders and the brand
strategist, to collaborate and develop the foundation and strategic direction for the brand.
 The branding workshop aims to achieve a number of outcomes
 A collaborative and creative environment is as important to the process as the outcome itself
 Key word: collaboration
❑ What is your brand’s objective?
❑ Who are your customers?
❑ How does your brand define long-term success?
5

The Goals of the Brand
Strategy Workshop
1. Get leadership perspective
 It’s critical that the leadership team have a
sense of ownership and connection to the
brand you are building and the brand you
intent to lead to success.
 Extracting the thoughts and ideas from the
leaders early on is a critical step in the
development of an aligned brand.
6

The Goals of the
Brand Strategy
Workshop
2. Guide The Leadership To
Cohesion
 Often, brand leaders have differences of
opinions whether it’s related to strategic
direction, positioning or even the identity
style.
 The collaborative environment of
the branding workshop is designed to bring
the team together, draw on each other’s
opinion and ideas and agree on what the
brand should mean.
7

3. Define leadership and values
 defining the “why” behind the brand - one of the
first and most effective exercises of the strategy
session in
 This exercise forces the leadership team to look
beyond the monetary or commercial interest of the
business and brand, to find a higher purpose for
why the brand exists and why they do what they
do.
 can quickly get everyone pulling in the same
direction behind the same reason for being.
Strategy Workshop
8

The Goals of the Brand Strategy Workshop
5. Set the strategic direction
 One of the most critical goals -- to plot
a direction on the map that the
brand should head.
 the entire positioning strategy could
be defined today or the outcome
could simply be ideas of general
direction, which can be refined later
into a distinct differentiation strategy.
9

6. Gather the necessary
information
 It’s important that no stone is left unturned in
defining the meaning and direction of the brand.
 Although further work will be completed away
from the workshop environment, this work will be
predicated on the information gathered within
the strategy session.
Strategy Workshop
10

The Keys to a Strong Brand Identity
A strong brand identity needs to work for everyone, both your internal team (e.g., brand ambassadors, content
creators) and the people who will interact with it (e.g., customers).
During the design process, make sure the brand identity is:
➢ Distinct: It stands out among competitors and catches people’s attention.
➢ Memorable: It makes a visual impact. (Consider Apple: The logo is so memorable they only include the logo—
not their name—on their products.)
➢ Scalable and flexible: It can grow and evolve with the brand.
➢ Cohesive: Each piece complements the brand identity.
➢ Easy to apply: It’s intuitive and clear for designers to use.
➢ If any of these elements are missing, it will be challenging for our brand team to do our job well.
11

Brand Strategy
A detailed plan that outlines exactly what we’re
trying to achieve and how we’re going to achieve
it.
➢ Brand Heart (purpose, vision, mission, values)
➢ Brand Messaging (brand voice, personality,
tagline, value proposition, brand messaging
pillars)
➢ Brand Identity (logo, color, typography, etc.)
12

What is our WHY?
What is our mission statement?
 A mission statement encapsulates
a company’s core message and
includes the following
components:
• Target Audience
• Description of Service or Product
• Value
• Unique Selling Proposition
14

The WHY?
Vision
 Premier Research University in the ASEAN.
Mission
 USeP shall produce world-class graduates and relevant research and extension
through quality education and sustainable resource management.
Goals
 At the end of the plan period, the University of Southeastern Philippines (USeP) aims
to achieve five comprehensive and primary goals:
1. Recognized ASEAN Research University
2. ASEAN Competitive Graduates and Professionals
3. Vibrant Research Community
4. Proactive Research-based Economic Empowering Extension Services
5. Capacity for Innovative Resource Generation
16

The WHY?
MASTER OF EXTENSION EDUCATION (MExEd)
Program Description
The Master of Extension Education (MExEd) program curriculum designed for a
variety of clientele from the Agricultural Field Technician, Agricultural Extension
Workers, Community Development Workers, Social and Community Organizers,
Academe, and individual or group who are involved in local barangays
development programs and projects.
The aim of the program is to harness the competence dealing with education and
training for non-formal and informal channels of learning; facilitate community
organizing skills; equip with competencies in design and training management,
extension methods and delivery systems; and offer advanced studies on community
analysis, environmental scanning, program planning and implementation and
evaluation among interested clientele.
17

Exercise 1: The WHY?
Google Jamboard: Exercise 1
https://jamboard.google.com/d/1K2AhQLIG97mnf9qK
SWrX2SQMN9fH4ljGzIpO0jtfE8k/edit?usp=sharing
What does MExEd program do?
How does MExEd program do this?
Why does MExEd program do this? (begin with 'We believe...’)
What is MEXEd's unique selling point? How do you differentiate MExEd from other competitors?
What is MExEd's brand story? (From Origin to Present to Future)
How would you describe your organization's culture/values?
18

Visualize with keywords
 describe and justify the four choice words in detail. Questions to
frame this discussion:
• Which keyword is most appropriate for your brand?
• Why did you choose that keyword?
• Is there an important aspect of your business we have not covered?
• Are there other words that would be more accurate?
• Can you see themes in the keywords?
• Are there any keywords that you disagree with here?
 Reducing keywords is a challenging process, but it brings much-needed
focus to the brand aesthetic.
19

Exercise 2: Visualize with keywords
https://jamboard.google.com/d/14H6BzFsfgbOb6X2XY
l2bhVUUVwiZ2BrVePmKmVySbag/edit?usp=sharing
20

Program Offerings:
July 31, 2021
21

Communicating
College
Program
Offerings:
Brand
Development
Workshop
July 31, 2021
22

Market position vs. competitors
 To demonstrate and visualize
the business/program’s market
position, thus clarifying the
unique selling proposition
(USP) in the eyes of customers.
 “Select the following variable
that your business/program
excels in compared to
competitors.”
 How are you positioned
differently than competitors?
23

Exercise 3: Market position vs.
competitors
Type in the chatbox your competitors
 Listing MExEd's competitors will allow us to perform an analysis of the design and strategy of others in our
industry.
 Selecting the variables that apply to our industry will allow us to position ourselves in the market.
 What are the variables that MExEd program excels in compared to competitors?
24

Target personas
 Who is our ideal customer?
 Personas help us keep the customer in mind when
making strategic design and branding decisions
later in the engagement.
 The brand discovery survey asks core questions
about the demographics of our target audience.
• Demographics: Name, Age, Gender, Location
• Socio-economic Info: occupation, estimated income,
capacity to pay
• Personal Info: Values, Frustrations, Personality,
Favorite Brands, Favorite Social Media Channels,
Motto
25

Target personas
Some questions to ask when creating your customer persona include:
• What demographics does this person fall into?
• Are they married with kids, what is their age, what is their gender,
how old are they, etc.?
• What is their educational background?
• What career path are they on? Are they trying to get the top of their
industries, or are they interested in being a small business owner?
• What is their current job, and in what industry?
• What does their typical day look like?
• What skills do they need to be successful in a typical day?
• What are their biggest daily challenges?
• How do they define success?
• Where do they get their news and information from?
• Where do they prefer to shop?
• What was their most recent purchase?
 In essence, they’re a combination of
someone’s attributes (e.g., age, gender,
etc.) and psychographic information
(what makes them tick).
 comprehensive “map” of your
audience’s minds and personalities,
helping you see the world from their
perspective. By compiling these traits
and distilling them down into different
personas, you create a solid
representation of the actual humans
you want to attract.
26

Exercise 4: Target personas
Use your existing Jamboards and list down the characteristics of your personas.
Example: Queenie is a 30-year old government employee under the office of
agriculture in Davao del Oro. She is married with 1 child, a graduate of BS
Agriculture. She now aims for promotion and hopes to take in more responsibilities
as she builds her expertise in this field. When the pandemic hit, she found herself
immersed in webinars, online courses and conferences. She longs to really
immerse on doing field work and meet the community more often, and wonders
how else she will better deliver the services of their office in this new normal. She
often reads news and information from her socmed newsfeed and leading online
news outlets, as well as listen to the local radio broadcast in the province.
27

Analyze the competitors
 University of the Philippines:
 UP Brand Book by University of the Philippines – issuu
 University of the Philippines Los Banos, College of Agriculture and Food Science:
https://uplb.edu.ph/college/college-of-agriculture-and-food-science/
https://cafs.uplb.edu.ph/
https://cafs.uplb.edu.ph/research-and-extension/extension/
 Cavite State University, College of Agriculture, Forestry, Environment and Natural Resources:
https://cvsu.edu.ph/2018/01/12/college-of-agriculture-forestry-environment-and-natural-resources/
 University of Southern Mindanao, College of Agriculture:
https://www.usm.edu.ph/academics/colleges/college-of-agriculture/#1590549998967-c1046e5c-
2e91
28

 Guide questions:
• How good is the design?
• Are they using value-messaging?
• How do they prove credibility?
• Is there a clear call to action?
• Is there a clear visual hierarchy of information?
• Do they offer any free information/downloadable?
• Do they collect emails?
• What is the sign-up process like?
• What is their social media strategy?
• What narrative do they use?
• What tone of voice do they have?
• What type of visual style have they opted for?
29

31
 A messaging framework is a repository of the problems,
solutions, and values related to the client’s product or
service.
 Start by listing target customers’ pain points/
challenges/needs: “What are the problems they (target
customers) face?”
 Describe how the client solves each (or doesn’t) problem
 VALUE – or the benefit that customers receive from OUR
solution.
• Problem: The customer/student struggles with how to
effectively engage farmers to adapt innovative farming
technology
• Solution: USeP’s MExEd provides training on design
and training management, extension methods and
delivery systems
• Value: The customer/student sees that farmers
become more receptive and increased enthusiasm to
try new farming innovations
What are our Messages?

Invest in creative brand guidelines
 Now that you understand your brand and your audience on a
very deep level, it’s time to think about how you will deliver
your message.
 Start to get creative with things like: logo design, fonts you
use on your website/socmed page and comms materials,
colors to represent your brand, the general tone of your
advertisements, the imagery you use, etc.
 These very important elements create a long-term
recognizable brand.
32
https://issuu.com/
upsystem/docs/u
p_brand_book_2
007

 Brands do evolve over time, but it’s
important to set the creative guidelines
before marketing execution. This allows
you to ensure that even in the future, your
branding will match your story.
33
Brand identity as “the outward expression of a brand,
including its trademark, name, communications, and
visual appearance.” To us, a brand identity is the sum
total of how your brand looks, feels, and speaks to
people. (Sometimes that even includes how it sounds,
tastes, feels, and even smells.)
Ultimately, a brand identity is a way to communicate
with the world, differentiate yourself from your
competition, and create a brand experience that
encourages people to engage with you.
-- Branding pro Marty Neumeier

Brand samples
 UP Brand Book by University of the Philippines - issuu
36

Marketing Strategy
What is the strategy how to tell
others?
• How do we attract clients – website,
social media page, print?
• Who are the visitors?
• What do we want from the visitors?
• What keywords we want the site to
rank for?
 What are the action points that help
us improve our communication
40

Program Goals and Measures of
Success
 three crucial questions:
• What business challenges do we
currently face?
• What are the ideal outcomes of
our new brand identity and
communication channels?
• How will you measure success
in one year/two years/five
years?
42

Program Goals and Measures of
Success
 Measuring success question to
establish SMART goals.
• Specific: Simple, Sensible,
Significant
• Measurable: Meaningful, Motivating
• Achievable: Agreed-upon, Attainable
• Relevant: Reasonable, Realistic and
Resourced, Results-based
• Time-bound: Time-based, Time-
limited, Time/Cost-limited, Timely,
Time-sensitive
43

Why some brands fail?
 The top five reasons some brands often fail at their brand
strategy are:
1. Lack of long-term vision.
2. Not solidifying the brand identity and message.
3. Inconsistent creative.
4. Not understanding their ideal customer.
5. Product-to-market fit that is now outdated or never hit the mark.
 Branding has to do with focusing your vision on an experience.
44

Program Offerings:
AUGUST 5, 2021
46

Program Offerings:
Brand Development Workshop - Part 2
AUGUST 5, 2021
Lucille Dagpin-Galicha
48

Part 2 - Activity flow:
Time Activity
12:00 – 1:00 PM WELCOME
1:00 - 1:10 PM Preliminaries
1:10 – 1:20 PM Short RECAP
1:20 – 1:45 PM Elements of a Brand
1:45 – 4:00 PM Presentation and Critiquing
4:00 - 4:15 PM RECAP
4:15 – 4:30 PM Closing
49

What we have discussed before:
..
Objectives and goals of the workshop
What is your WHY?
Visualize with keywords
Market position vs. competitors
Target personas
Marketing Strategy
Program Goals and Measures of Success
50

Elements of
a Brand:
(lumen)
 Brands are interesting, powerful concoctions of the marketplace
that create tremendous value for organizations and for
individuals.
1. A brand is an identifier: a name, sign, symbol, design,
term, or some combination of these things that identifies
an offering and helps simplify choice for the consumer.
2. A brand is a promise: the promise of what an
organization or offering will provide to the people who
interact with it.
3. A brand is an asset: a reputation in the marketplace
that can drive price premiums and customer preference
for goods from a particular provider.
4. A brand is a set of perceptions: the sum total of
everything individuals believe, think, see, know, feel,
hear, and experience about a product, service, or
organization.
5. A brand is “mind share”: the unique position a
company or offering holds in the customer’s mind, based
on their past experiences and what they expect in the
future.
51
A brand consists of all the features that
distinguish the goods and services of one
seller from another: name, term, design,
style, symbols, customer touch points, etc.
Together, all elements of the brand work as a
psychological trigger or stimulus that causes
an association to all other thoughts one
has had about this brand.

52
UP Brand Book by University of the Philippines - issuu

53
https://www.usep.edu.ph/usep-profile/
University Core Values

54
University Symbol

55
University Symbol

“Your brand is how
people perceive
you wherever they
interact with your
business—both
the impressions
you can control
and the ones you
can’t”
-Braveen Kumar, Shopify
What’s your positioning statement (UPS)?
 one or two lines that stake your claim in the
market.
 to help you answer the right questions about
your brand and aids in creating your brand’s
tagline.
something like...
 We offer [PRODUCT/SERVICE] for [TARGET
MARKET] to [VALUE PROPOSITION].
E.g.: “We offer quality education for students
to get ahead in the world”
 Like a mission statement that makes a clear
promise to your customers or to the world
57

More than words…
What words would you associate with your brand?
 One way is to imagine your brand as a person. What would he or she be like? What kind
of personality would your customers be attracted to?
 help inform your voice on social media and the tone of all your creative, both visual and
written.
 E.g. 3-5 adjectives that describe the type of brand that might resonate with your audience
What metaphors or concepts to describe your brand?
 Can be anything that summons the sort of vibe you want your brand to give off
 E.g. If your brand is an eagle, what should it represent for you?
58

Color, font, logo
60
UP Brand Book by University of the Philippines - issuu

4 keywords
61
MExEd
MSA
BSAgri
AgEng

Program Offerings:
AUGUST 5, 2021
63
DAGHANG
SALAMAT!

Communicating College Program Offerings: Brand Development Workshop

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