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Identity Imperative - Building a College or University Brand: D.C. 

Washington Hilton 
1919 Connecticut Avenue, NW, Washington , DC  20009 
4/24/2012 8:00 AM  - 4/25/2012 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

Here's what attendees had to say:

“Elizabeth knows her material and brings a wealth of experience and passion to the table.”

“Elizabeth – great style, great substance, and great, fast pacing.”

Overview
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

Cancellation Policy
Cancellations received 4 weeks prior to the event will receive a refund of fees minus $150 cancellation fee. Cancellations received within 4 weeks of the event will receive a refund of fees minus $300. There will be no cancellations on or after the start date of the training.

About the Instructor
Elizabeth Scarborough

DAY 1

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

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 AM              PROGRAM BEGINS

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 Intensive Hotel Location
Washington Hilton
1919 Connecticut Avenue, NW
Washington, DC 20009
Phone: 1 202.483.3000
Fax: 1 202.232.0438
Reservations: 1 800.HILTONS
Hotel Website: http://www1.hilton.com/en_US/hi/hotel/DCAWHHH-Washington-Hilton-District-of-Columbia/index.do  

The Washington Hilton hotel in Washington, DC is a contemporary urban retreat situated on several acres near Dupont Circle in the heart of the nation's capital. Guests at the landmark Hilton hotel in Washington, DC will enjoy being in the center of the District’s most sought after neighborhoods, including Adams Morgan, Woodley Park and the U Street Corridor. The hotel is a mile from the Smithsonian National Zoo and just four blocks from the Dupont Circle Metro Station on the Red Line.
The Washington Hilton hotel is pleased to unveil the completion of a $150 million landmark restoration project - a top-to-bottom makeover where classic style meets the contemporary attitude of this legendary property built in 1965.

Rates: $269.00 Single/Double occupancy (plus applicable taxes, currently 14.5%)

To make reservations, please call 1 800.HILTONS & mention the AMA. You must make your hotel reservations by March 27, 2012 and properly identify yourself to qualify for the special group rate.  Rates are based on availability.  
• 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.

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

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.

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.

Alamo Rent-A-Car
Drive Happy with Alamo. Where American Marketing Association members save up to 20%. And, with self-serve check-in you can skip the counter, check-in at the kiosk and drive away. All you need is a valid driver's license, major credit card and an existing reservation. It's that easy. To make a reservation click here: https://www.alamo.com/index.do?action=/hotDealsTemplate&msg=alamo-ama
or call Alamo Rent A Car at 1 800.462.5266. Be sure to request Contract ID AMA7745 at the time of reservation.

Enterprise Rent-A-Car
Great Cars. Low Rates. Free Pick-up.
When you’re ready to go, we make it easy with everyday low rates on great cars. With the largest fleet in North America and a wide variety of vehicles, Enterprise has you covered. Plus, we're always nearby at more than 6,000 neighborhood and airport locations. Reserve and Save:
http://www.enterprise.com/car_rental/deeplinkmap.do?bid=002&cust=AMA7745&cm_mmc=AMA-_-Discount-_-AMA7745-_-null
Pick-up and drop-off service is subject to geographic and other restrictions.

National Car Rental
As an American Marketing Association member, you'll get up to 20% off rentals at National Car Rental.  And, with the Emerald Club® from National Car Rental, you can bypass the counter and choose your own car. To enroll now, click here: www.emeraldclub.com.  
To make a reservation online click here:
https://www.nationalcar.com/index.do?action=/hotDealsTemplate&msg=national-ama
or call National Car Rental at 1 800.CAR.RENT® and reference Contract ID AMA7745 at the time of reservation.  Go National. Go Like a Pro.

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/Rail $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
Shuttle 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 $65.00

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 $37.00 per 24 hours (includes in & out privileges) & are subject to change without notice.  Self Parking is $32.00 per day.

There are no exhibit opportunites with this event.