Step Two:   Market Positioning & Planning

Enduring brands are built from the inside out and are based on core values, differentiating attributes, and a shared vision of excellence.  EMG’s Market Positioning & Planning process builds a consensus-based, institution-wide brand platform.  Without this strategic foundation, it is virtually impossible to maintain a consistent identity over time and across all departments.  During this phase, EMG also creates a strategic integrated marketing plan.

Positioning
EMG’s positioning process combines efficiency with broad stakeholder buy-in.  We provide opportunities for participation for all individuals who want to take part.  Typically, hundreds of stakeholders are involved, and their contributions are integrated with the leadership vision to forge a unique and compelling brand platform:  positioning statement, brand promise, and brand drivers. These elements define how the institution wants to be perceived in the marketplace and its key differentiating attributes. The platform becomes the strategic, long-term foundation for consistent key messaging and successful marketing.  Our inclusive process has been effective in gaining consensus among faculty, staff, students, alumni, and friends – even on large, decentralized campuses. 

Integrated Marketing Plan
Creation of an integrated marketing plan is often included in Step Two.  We work with client staff to create a tactical plan that achieves strategic objectives in recruitment, advancement, image development, and related areas.  The plan outlines measurable marketing goals as well as the strategies, tactics, timelines, and budgets needed to achieve them.  The integrated process coordinates unit efforts institution-wide in developing and launching innovative, cross-functional marketing tactics. 

Brand Architecture
Managing many different college- or unit-based identities is often a major challenge in higher education.  EMG employs a proven process for strategically managing institutional signatures, logos, and identities.  We work with the communications team and institutional leadership to develop a brand architecture that provides clear strategies and a consistent structural process for positioning multiple identities within the institutional brand framework. Brand architecture brings clarity, consistency, and strategic decision-making to the institution’s family of brands.