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The Identity Imperative: Building a College or University Brand 

1919 Connecticut Avenue, NW 
Washington , D.C.  20009 
4/15/2010 8:00 AM  - 4/16/2010 5:00 PM 

Details Schedule Registration Travel Exhibitors

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.  It is best-suited to higher education’s executive director-level marketers, vice presidents, chief marketing officers, and 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

ABOUT THE INSTRUCTOR
Elizabeth Scarborough, CEO of SimpsonScarborough, is a nationally recognized expert in the use of research to higher education marketing, identity and branding efforts. With 18 years of experience conducting market research and providing strategic solutions to colleges and universities, she is an innovative leader in developing marketing intelligence. Mrs. Scarborough has spent her career melding research data and strategy into actionable marketing plans with measurable goals. She has personally moderated hundreds of online and in-person focus groups with students, parents, alumni and other key constituents. She is an expert in survey instrument design, the development of sampling plans, data analysis and the compilation and presentation of marketing information. She has worked on branding and identity initiatives at more than 100 institutions including Purdue University, Michigan State, Berry College, Loyola University Maryland, Babson College, Indiana Wesleyan University, American University and the University of Rochester.

 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

Hotel Air Travel Rental Car Ground Transportation
Training Series Location
Hilton Washington
1919 Connecticut Avenue, NW
Washington, DC 20009
Tel: 1 202.483.3000
Fax: 1 202 .232.0438
Reservations: 1 888-DC.HILTON OR 1.202.797.5820
Hotel Website: http://www.hilton.com 

Set on seven park-like acres in one of Washington, D.C.'s most prestigious neighborhoods, the Hilton Washington boasts fashionable Connecticut Avenue as its address. Its neighbors include embassies, art galleries, fine restaurants and the landmark residences of Dupont Circle. Walking distance from the National Zoo, Embassy Row, and Georgetown, the Hilton Washington is so convenient to the Metro that many other sights, museums and historic landmarks are just minutes away.

Rates: $229.00 Single/Double occupancy (plus applicable tax, currently 14.5%)

Rates are available three days prior and post of the meeting dates, based on availability at the time of request.   

Please call 1 202.888-DC-HILTON or 202.797.5820 & mention the AMA Training Series “Higher Ed”. You must make your hotel reservations by March 15, 2010 and properly identify yourself to qualify for the special group rate.   

In order to confirm a room assignment, you will be required to provide a first night’s deposit (refundable up to 72 hours in advance of conference date). Checks and major credit cards are acceptable to establish prepayment.  All credit cards used to prepay will be charged immediately. 

All departures prior to date agreed at time of check-in will be subject to (1) night’s room and tax early departure charge.

Cancellations must be made by 4pm local time 72 hours prior to the date of arrival to avoid one night room and tax charges.

Check in time is 3:00 p.m., and check out is at 11:00 a.m.  Anyone arriving earlier than 3:00 p.m. will be checked in as soon as room(s) become available.

In the event that a guest fails to check-in for a guaranteed reservation, a non-refundable charge of one night room and tax will be charged to the credit card on file and the balance of the reservation will be cancelled.

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.

Area Attractions, Events and Tourism
Please visit the Washington, DC Convention & Tourism Corporation at www.washington.org.

Conference Attire 
Conference attire is business casual. Meeting rooms may be cool so you may wish to bring a sweater.

 

 

 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.
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 800/331-1600 to reserve a car. In addition, please be sure to use the AVIS Worldwide Discount Number:  D098599.  
Directions to Hotel

FROM NEAREST METRO STATION (Dupont Circle):
The Dupont Circle Metro Station on the Red Line is closest Metro Station to the hotel. Exit at the north end of the Station to Q Street and walk four blocks north on Connecticut Avenue to Hilton Washington, located at 1919 Connecticut Avenue.

FROM NATIONAL AIRPORT (DCA):
Follow signs to I-395 and 14th St. Bridge. While on 395 North move to the left lane when you will see the sign for Route One. This will take you to the 14th Street exit. Take 395 North over the 14th St. Bridge. Stay in the left-hand lane take 14th St. to R St. NW. You will notice the streets run alphabetically. Make a left on R St. Follow R St. for six blocks to Connecticut Avenue NW. Make a right on Connecticut Ave. Hilton Washington will be four blocks up on right.

PARKING: From Connecticut Avenue, take a right on T Street and drive alongside the perimeter of the hotel. Drive past the T Street Ballroom entrance, and at the first intersection, take a hard left onto Florida Avenue, and then another left onto 19th Street. The parking facility entrance is located on the left, on 19th Street.

FROM DULLES AIRPORT (IAD):
Take Dulles toll road to Rt. 66 East. Take Rt. 66 to Constitution Avenue. Constitution Avenue to 18th St. Left on 18th St. 18th St. to Connecticut Ave. Left on Connecticut Ave. Stay in left-hand lane and take the Dupont Circle underpass. Hilton Washington will be three blocks up on right corner Connecticut Ave and T St.

FROM BALTIMORE-WASHINGTON INTERNATIONAL AIRPORT (BWI):
Leave terminal and follow signs to I-95 South. Take I-95 South to 495 West. 495 West to exit 33, the sign will say Chevy Chase/Connecticut Ave. Take Connecticut Avenue south. After approximately five miles on Connecticut Ave. South you will see the National Zoo on your left. Five blocks after zoo you will come to the William Taft Bridge. Cross bridge and get into left lane. At third traffic light, make a left, hotel will be on left.

FROM BALTIMORE / EASTERN PENNSYLVANIA / NEW YORK - NORTH:
Take Rt. I 95 south to 495 West. Take 495 West to exit 33, the sign will say Chevy Chase/Connecticut Ave. Take Connecticut Avenue South. After approximately five miles on Connecticut Ave. South you will see the National Zoo on your left. Five blocks after zoo you will come to the William Taft Bridge. Cross bridge and get into left lane. At third traffic light, make a left, hotel will be on left.

FROM BALTIMORE WASHINGTON PARKWAY:
Take Baltimore Washington Parkway to New York Ave.
Stay on New York Ave. for approximately six miles then veer right on to Massachusetts Ave. Take Massachusetts Ave. to Dupont Circle stay in the outer right-hand lane.
Go a third of the way around the circle and make a right on to Connecticut Ave.
Hilton Washington will be four blocks up on right.  

FROM RICHMOND / WILLIAMSBURG - SOUTH:
Take I 95 North to 395 North. Stay on 395 North and when you see the sign for Route One move to the left lane. This will take you to the 14th Street exit. Follow 395 North over the 14th St. Bridge. Stay in the left-hand lane. Take 14th St. to R St NW. You will notice the streets run alphabetically. Make a left on R St.
Follow R St. for six blocks to Connecticut Ave. NW. Make a right on Connecticut Ave.
Hilton Washington will be three blocks up on right.

FROM RT. 66 / MCLEAN / CHARLOTTESVILLE - WEST:
Take Rt. 66 to Constitution Ave. Constitution Ave. to 18th St. Left on 18th St. 18th St. to Connecticut Ave. Left on Connecticut Ave. Stay in left-hand lane and take the Dupont Circle underpass. Hilton Washington will be on the right.

Local Airports

Washington National Airport
Distance from hotel: 6 mi. Drive time: 20 min.
Directions: Follow signs to Washington/14th Street Bridge. Go across bridge into Washington, D.C. Take 14th Street to K Street N.W. Turn left on K Street, then right on Connecticut Avenue. Address is 1919 Connecticut Avenue N.W.
Transportation to and from the Airport
Subway/Raid - $4.00
Taxi - $19.00 

Washington Dulles International Airport
Distance from hotel: 27 mi. Drive time: 40 min.
Directions: Take Dulles Access Road to Rt 66, East to Constitution Ave, turn left from Constitution Ave on 17th St NW and follow as it changes to Connecticut Ave North.
Transportation to and from the Airport
Bus Service – Airport Express
Taxi - $55.00

Baltimore/Washington International
Distance from hotel: 33 mi. Drive time: 1 hr.
Directions: Follow signs to I-95 S. Follow Parkway to Washington Beltway. Turn right onto Beltway and follow to Conn. Ave turnoff. Follow Connecticut Ave to T Street.
Transportation to and from the Airport
Rental Car – call hotel for information
Subway/Rail - $6.50
Taxi - $65

Shuttle Service
Super Shuttle provides transportation to & from the DC area airports.  Please call Super Shuttle at

1 800.BLUE VAN (258.3826) or 1 202.296.6662 to make reservations.  You can also visit the website for more information or to make reservations http://www.supershuttle.com 

Metro
The Hilton hotel is located near the Dupont Circle Red Line.  Please visit the MetroRail website for more information http://www.wmata.com.

Parking at the Hotel
Valet parking is available at the Hotel for overnight guests.  Rates are $35.00 per 24 hours (includes in & out privileges) & are subject to change without notice.  Self Parking is $28.00 per day

 

 

 

 

 

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