Identity Imperative: Boston

89 Broad Street - 2nd Floor
Boston , MA 02110
9/13/2010 8:00 AM - 9/14/2010 5:00 PM

Details Schedule Registration Travel Exhibitors

Listen to a sneak peek podcast by Instructor
Elizabeth Scarborough, the CEO of SimpsonScarborough

The Identity Imperative Brochure

Developing and managing the identity of your institution is critical to the success of your recruitment and development efforts. Further, your institution’s image or brand plays a critical role in helping your institution secure grant funding, attract top faculty, and maintain strong community, government and media relations. But, effective “identity” or “brand” management requires your institution to get on that proverbial “same page” about that which defines your institution and makes it truly special…..in the best of all cases, unique. Achieving consensus on identity and promoting it successfully in a crowded marketplace can be difficult given the general opinions about marketing that are common on college campuses, the misconceptions about what a “brand” really is, and the level of funding and staff support that are often allocated to the marcom effort.

This institutional identity workshop will cover all of the issues you need to think about as you prepare to launch an initiative to develop your institution’s brand strategy. This two-day course will quickly review the basics and then delve deeply into the critical issues of internal branding, generating buy-in, qualitative and quantitative research, positioning statements, working with creative firms, organizational structure and budgeting, and living your brand over the long-term. Every session will include audience participation to ensure participants walk away with new knowledge that can be applied within their own organization’s unique situation.

WHO SHOULD ATTEND

- Higher education Executive Director-level Marketers

- Vice Presidents

- Chief Marketing Officers

- College and University Presidents

LEARNING OBJECTIVES

• Understand the core concepts of branding; beyond the cosmetics of logos and taglines

• Describe the framework for a successful higher education identity development initiative

• Discuss the role of marketing research in the development of a brand strategy

• Showcase effective creative strategies designed to bring higher education brands to life

• Describe ways to generate campus-wide momentum for the marketing effort

• Provide recommendations on organizational structure and budgeting to support marketing

DAY 1

8:00 – 8:30AM REGISTRATION AND CONTINENTAL BREAKFAST

8:30 – 9:00AM INSTITUTIONAL BRANDING SELF ASSESSMENT AND DISCUSSION

• Exercise: Self-assessment tool

• Discussion of common challenges and opportunities

9:00 – 10:30AM BRANDING FUNDAMENTALS

• Definitions, concepts, purpose, and goals

• Relationship to integrated marketing

10:30 – 10:45AM BREAK

10:45 – 12:00PM BUILDING SUPPORT FOR THE IDENTITY INITIATIVE

• Gaining support of senior administration

• Engaging the campus community and getting “buy-in”

• Internal marketing and branding

12:00 – 1:30PM LUNCH

1:30 – 3:00PM QUALITATIVE RESEARCH

• Using qualitative information to develop your brand strategy

• Focus groups, in-depth interviews, and bulletin boards

3:00 – 3:15PM BREAK

3:15 – 4:30PM QUANTITATIVE RESEARCH

• Using quantitative information to develop your brand strategy

• Phone and online survey research

DAY 2

8:00 – 8:30 AM CONTINENTAL BREAKFAST

8:30 – 9:30 AM POSITIONING STATEMENTS

• How to bridge from research data to a positioning statement

• Good and bad examples

9:30 – 10:30AM LIVING THE BRAND

• Issues and challenges

• Developing an identity that will endure over time

• Good and bad examples

10:30 – 10:45AM BREAK

10:45 –12:00PM DEVELOPING THE CREATIVE STRATEGY

• Working with creative firms/departments

• Logos, marks, taglines, photography, graphic design, tone, and personality

• Exercise: What does your visual identity communicate about your institution?

12:00 – 1:30PM LUNCH

1:30 – 3:00PM ORGANIZATIONAL STRUCTURE & BUDGETING

• Organizing for successful identity management

• Integrating marketing efforts on a decentralized campus

• Aligning budgets with marcom goals

3:00 – 3:15PM BREAK

3:15 – 4:30PM BRAND DEVELOPMENT EFFORTS

• Case study of large public university

• Case study of small private college

• Case study of community college

Event Registration For:

89 Broad Street - 2nd Floor
Boston, MA
9/13/2010 - 9/14/2010

Yes, I am a Site Registrant or an AMA Member

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You will need to fill out the Marketing Power Registration in the next step.
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Non-Member Price	Member Price
$1,825.00	$1,575.00

Hotel Air Travel Rental Car Ground Transportation

Training Series Conference Center Location
Batterymarch Conference Center
89 Broad St., 2nd Floor
Boston, MA 02110
Phone: 1 617.556.8000
Fax: 1 617.556.9901
Website: http://batterymarchboston.com

The Batterymarch Conference Center is located in the heart of Boston's financial district. Batterymarch is a block away from the Boston Harbor, Quincy Market, Faneuil Hall, Downtown Crossing & many historic sites.

Area Attractions, Events and Tourism
Please visit http://www.bostonusa.com/ for additional city information.

ADA
The AMA is committed to providing equal access to our meetings for all attendees. If you are an attendee with a disability and require program accommodations, please contact the AMA Meeting Services Department, and a member of our staff will ensure that appropriate access arrangements are made. If you have specific disability related needs for your hotel sleeping room, please be sure to communicate those directly to the hotel when you make your reservation. In an effort to provide the highest quality of service to all attendees, we require that details of all access requests be communicated to our office at least 14 days in advance of the beginning of the meeting.

Hotel Information
Hilton Boston Financial District
89 Broad Street
Boston, Massachusetts 02110
Phone: 1 617.556.0006
Hotel Fax: 1 617.556.0053
Reservations: 1 800.HILTONS
www.hilton.com

Please mention you will be attending a meeting at the Batterymarch Conference Center and ask for the Batterymarch Corporate rate. Special Rates are based on availability.

Visit http://www.batterymarchboston.com/accommodations.html for additional hotel recommendations.

Travel
AMA's travel coordinator, Tower Travel Management, is available to assist with reservations. Call 1 800.542.9700 within the U.S. and Canada. Reservation lines are open Monday through Friday 8 a.m. – 6 p.m. CST or, you may contact them via email at association@towertravel.com.

Tower Travel will proactively research airfares on ALL airline carriers to ensure that the lowest available fares are offered to all attendees. They are dedicated to providing superior customer service and hassle-free travel arrangements. Please note that fees, restrictions and cancellation penalties will apply.

Rental Car
For your convenience, the American Marketing Association has made arrangements with Avis for your car rental needs. Special rates have been negotiated for you. Please contact 1 800-331-1600 to reserve a car. In addition, please be sure to use the AVIS Worldwide Discount Number: D098599.

Directions
From Logan International Airport (BOS):
Distance: 3 miles
Drive time: Approx. 20 minutes
Follow the signs to Boston via Ted Williams Tunnel (pay toll). Take Exit 25-South Boston. Stay left off exit; turn left at 2nd light-Seaport Blvd. Cross Bridge, turn right onto Atlantic Ave. Turn left onto State St. in front of Aquarium. Go two blocks and turn left onto Broad St. Batterymarch Conference Center is three blocks on right.

From Points North Via I-93 South:
Follow I-93 South into Boston. Take Exit 24A-Government Center. Left at the first traffic light onto Surface Rd. Follow Surface Rd. to the third set of lights and turn right onto State St. Follow State St. two short blocks and turn left onto Broad St.

From Points South Via I-93 North:
Follow I-93 North and take Exit 23-Government Center. Stay left off the exit following signs for Faneuil Hall. At the traffic light at the end of the off ramp, turn left onto Surface Rd. Follow Surface Rd. to the fourth set of lights and turn right onto State St. Follow State St. two blocks and turn left onto Broad St.

From Points West Via I-90 East (Massachusetts Turnpike):
Follow I-90 (Mass Pike) East to Exit 24B and merge onto I-93 North. Follow I-93 North and take Exit 23-Government Center. Stay left of the exit following signs for Faneuil Hall. At the traffic light at the end of the off ramp, turn left onto Surface Rd. Follow Surface Rd. to the fourth set of traffic lights and turn right onto State St. Follow State St. two blocks and turn left onto Broad St.

Train/Walking Directions:
Take MBTA (The T- Orange Line or Blue Line) to State Street. Exit at Old State House. Walk down State St., cross Congress St. to Broad St. Take right on Broad St. to 89 Broad St.

Taxicabs
A taxicab will cost approximately $35.00 one-way from Boston Logan International Airport (depending on time of day & traffic).

Parking
Valet parking is available at the Hilton for $40.00 overnight with in & out privileges. Self-parking is not available. Rates are subject to change without notice. Several independent parking garages are within the area of the conference center.

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