Classroom of the Future Brand Positioning Platform

“Speaking In One Voice” August 24, 2004

©2004. Proprietary and Confidential.

CFF Marketing Timeline

2003: Newsletter contract with Scott McGaugh for Synergies & TIMEKeeper Feb 2004: Annual event planning includes Innovations in Education Awards and

High Tech Academic Achievement Scholarships Apr 2004: Marketing communications analysis by Maria Schwartz to expand

corporate sponsorship opportunities July 2004: Mini-Brand Platform work by Peterson/Hill Marketing Aug 2004: CFF board strategy retreat Sep 2004: CFF positioning proposal at board meeting Fall 2004: Design Innovations in Education Awards and corporate sponsorship

programs Winter 2005: Execute Innovation in Education Awards program Spring 2005: CFF annual event highlights Innovation in Education Awards program

Overview of Assignment

The CFF Brand Platform will consist of the following:

Educational Non-Profit Landscape Key Positioning Opportunities and Challenges CFF Brand Personality CFF Positioning Statement Reasons to Believe Positioning By Target (Messaging) CFF Tagline CFF Elevator Pitch

Objectives of Brand Platform

Provide a clear and differentiating description and way of communicating what CFF uniquely offers

Provide relevant rationale of why CFF is beneficial to each target

Unite the board, sponsors, educators, students, etc. through solid positioning and consistent messaging

Discovery Audit – What did we do to get ready?

Reviewed Marcom Plan – Consisted of several board interviews Conducted conference calls with the following individuals on

7/27 to gain broader perspective: Susan Cornell – Nokia, Sponsor Bill McGrath – Teacher Tom Dillon – Board Member

Held strategic meeting with marketing committee on 7/23 to lay the foundation and set the overall strategy of the Brand Platform

Conducted marketing committee meetings on 7/30 and 8/20 to review key elements of the Platform

CFF Current Marketing Situation

CFF desires to elevate its brand position in an effort to attract additional corporate sponsors and improve the overall reach and effectiveness of the organization.

A Marcom plan has been developed to raise awareness of CFF and drive corporate sponsorships.

The positioning will drive the messaging for the implementation of tactics outlined in the Marcom plan.

Target Audience

Prospective Donors/Sponsors Existing Donors Superintendents and Key Administrators Teachers Students

Educational Non-Profit Landscape

Existing organizations focus on business/technology in education “Improve educational excellence” Emphasis on enhancing students’ future societal contributions Limited scope within the county No visible focus on the important role that teachers play

Key Positioning Opportunities

Appeal to the target in a new and emotional way Promote the unique role that teachers play Communicate the tangible benefits for students Highlight the depth and breadth of impact – Access for all Ensure that CFF is positioned as more than the TIME initiative

(CFF is the umbrella under which TIME and future programs reside)

Revisit the mission once the positioning is solidified to ensure the external facing messages are consistent

Key Positioning Challenges

Mission has been developed, but heavy detail makes it difficult to understand - Demands prior knowledge of programs- Makes CFF feel independent of TIME- Diffuses focus; not sure what you do

Within CFF, various degrees of understanding of the purpose and benefits of positioning

No well-defined profile of an ideal corporate sponsor Donors have difficulty explaining the CFF concept internally Benefits to students are not concrete to existing & future sponsors Corporate sponsors do not understand the educational system which presents

key “sell-in”disconnects

CFF Brand Personality

Visionary

“CFF sees what other organizations don’t. This big picture thinking makes the seemingly impossible a true reality.”

Energetic

“CFF brings unlimited energy and commitment to every project.”

Collaborative

“CFF brings together a wide-range of talented people who build off each others’ individual strengths.”

Inspiring

“Working with CFF, people see the limitless possibilities for enhancing our children’s educational opportunities.”

Seasoned“CFF applies its business experience to help teachers maximize their efforts.”

Empowering

“CFF believes in what teachers do and delivers the resources they need to make a difference.”

CFF Brand Personality – Breakout Exercise

2 Tasks

1. Provide overall comments on the six brand

personality attributes

2. Suggest other brand personality attributes for consideration

Positioning Statement – What Is It?

A positioning statement is simply a definition of CFF’s greatest strength versus other educational non-profits.

Used as an internal statement, not an external theme or tagline.

Used as a platform to concept an external tagline and build consistent messaging from.

Not intended to be communicated or printed verbatim.

How is a Mission different than a Positioning?

A mission statement literally and concisely communicates the purpose of an organization or company.

A mission statement is an umbrella under which the positioning resides.

A mission statement is external. A positioning statement communicates differentiation from

other educational non-profit organizations. A positioning statement is internal.

Mission & Positioning Evolution

A mission statement is intended to last and only evolve when an organization significantly changes strategic direction.

If the mission changes, so must the positioning.

As “competition” or market factors change, so must the positioning.

Key Criteria In Selecting A Positioning Statement

1. Authenticity - Must be unique, ownable and defendable over time.

2. Simplicity - Must concisely communicate the core differentiator.

3. Flexibility - Should be specific enough to promote current offerings, but broad enough to accommodate future efforts.

4. Tonality - Must reflect the brand personality of the organization.

5. Longevity - If a tagline is to be developed from the positioning statement, then the statement must stand the test of time.

Positioning Statement – Holistic Vision

Classroom of the Future teams with San Diego County educators and businesses to integrate advanced technologies and implementation expertise with innovative teaching to create more impactful learning experiences.

teams: Expresses the idea of collaboration San Diego County: Demonstrates the countywide reach of CFF programs educators and businesses: Shows respect for both areas of expertise integrate: Demonstrates contribution is about finding and implementing a complete

solution advanced technologies and implementation expertise: Emphasizes how

businesses can leverage their operational experience in the educational environment innovative teaching: Shows the important role of teachers and their unique ideas

and methods impactful: Communicates a measurable difference learning experiences: Implies and expresses a wide range of ideas – individualized

teaching, improved test scores, new opportunities, etc.

Positioning Statement – Holistic Vision

Tagline Examples:

Innovative education. Exponential impact.

Enterprising education.

Positioning Statement – Holistic Vision

:15 Elevator Pitch Example:

Classroom of the Future puts together winning teams of San Diego County teachers and business resources to speed innovation in our county schools. By bringing real-world business experience and educational expertise together, CFF creates a collaborative environment that shortens the learning curve for effectively integrating technology into the classroom. Together teachers and business leaders are increasing the impact of our children’s learning environments.

Positioning Statement – Teacher-Oriented

inspires: Expresses respect for what teachers do and desire to help them in the process empowers: Shows commitment to providing teachers with the resources to be more

effective teachers: Emphasizes CFF’s focus of bringing resources to the educational community innovative learning environments: Allows greater flexibility & wider applicability of

CFF’s programs business resources: Communicates people, money and technology enhance education: Promotes the end goal of providing tangible benefit to students

Classroom of the Future inspires and empowers teachers to create innovative learning environments by providing access to business resources that enhance education.

Positioning Statement –Teacher-Oriented

Tagline Examples:

Empowering teachers. Advancing education.

Innovative environment. Enriched education.

Positioning Statement –Teacher-Oriented

:15 Elevator Pitch Example:

Classroom of the Future helps teachers create innovative learning environments by drawing on the resources and experience of San Diego County’s leading businesses. By providing teachers the tools they need, streamlining the implementation process, and respecting the expertise of our educators, CFF inspires and enables teachers to take classroom education to the next level.

Positioning Statement – Teacher/Student Connection

partners with teachers – Communicates the critical role that teachers play in the solution and collaborative approach of CFF

integrate: Promotes the power of fusing different worlds together technology, business expertise and progressive teaching: Demonstrates a new,

unified approach countywide: Communicates the reach and impact of CFF programs connect with innovation: Displays the real value of new thinking and new

approaches enriching educational experience: Evokes a whole new way of learning;

signifies a rewarding and beneficial interaction

Classroom of the Future partners with teachers to integrate the technology, business expertise and progressive teaching that ensures students countywide can connect with innovation for a more enriching educational experience.

Positioning Statement –Teacher/Student Connection

Tagline Examples:

Innovative connections enriching education.

Innovation elevating education.

Positioning Statement –Teacher/Student Connection

:15 Elevator Pitch Example:

Classroom of the Future Foundation enriches San Diego County students’ learning by partnering with teachers to leverage business expertise to advance their efforts. The Foundation collaborates with leading companies to deliver the technologies and implementation experience that teachers need to create innovative learning environments and build more powerful connections with their students.

Positioning Statement – Breakout Exercise

Task 1: Gut Check

Is there consensus in your group on a preferred positioning

statement? If so, present supporting rationale.

Positioning Statement – Breakout Exercise

Task 2: Strategic Input

Prepare feedback on the concepts in the positioning statements

Next Steps

Marketing committee and PHM to refine selected positioning statement based on Board feedback

PHM to begin formal tagline exploration for the selected positioning PHM to write an elevator pitch for the selected positioning PHM to develop target-specific messaging for the selected

positioning Present recommended Brand Platform to CFF at 9/16 Board Meeting