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California Adult Schools Marketing & Branding. ACSA Conference September 24, 2009. Agenda. Welcome & history(Joan Polster) Benefits of a unified brand (Roger Brossmer) California Adult Schools digital brand kit (Roger Brossmer) Website tour (Nikki Goth Itoi) - PowerPoint PPT Presentation
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California Adult Schools Marketing & Branding
ACSA ConferenceSeptember 24, 2009
Agenda
• Welcome & history (Joan Polster)• Benefits of a unified brand (Roger Brossmer)• California Adult Schools digital brand kit (Roger Brossmer)• Website tour (Nikki Goth Itoi)• Using the brand – dos and don’ts (Nikki Goth Itoi)• Rollout plan (Nikki Goth Itoi)• Measuring our success (Nikki Goth Itoi)• Q&A
Our branding journey
Consortium milestones
Benefits of a unified branding effort
• Speak with one voice across the state• Clearly communicate the value that California Adult Schools bring to their
local communities• Enroll more students• Influence education decision makers at a critical time for all schools
Digital brand kit
Unified name, tagline, logo
Three compelling messages
New public website
www.californiaadultschools.org
• Easy to use school locator map• Detailed profile for every school• Program descriptions• Mailing list• Featured news and student stories
Using the brand materials
Rolling out the new brand
Organizations:
• CSCAE• ACSA• CAEAA• CCAE
Measuring our success
• Visits per day/week/month/year
• Mailing list sign-ups
• Visitor inquiries
• Relevant content
• Links from other sites
• Influence decision makers
• Recruit new students
Q&A
1. What strategies can we use to ensure that: – All adult school administrators know about this website– All adult school administrators check for accuracy of information and keep it current?
2. What strategies can we use at the regional level to inform other service providers and the community about this website?
Website home page
School locator map
Core programs
List of schools
School profile page
School staff login
User menu
Brand Kit
Edit your school profile
Digital brand kit
School profile update form
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