Goal 5 : Brand

Create a distinctive and renowned national brand
  • Goal 5: Brand 85%

Unity’s mission is so important that the College has a moral obligation to share its message with the nation and the world. Students interested in sustainability science—interested in joining the effort to address climate change, habitat depletion, and other threats to our planet and our species—should know that Unity offers a top-quality education that can help them reach their goals.

At present, Unity is reasonably well known in Maine and somewhat well known in New England. Beyond this region, however, Unity’s mission and value are not well understood. A stronger national brand will provide many benefits to Unity and its students, faculty, and staff: higher enrollments, improved philanthropy, increased networking opportunities, greater selectivity, and enhanced name recognition, among many others.

The first challenge in any marketing campaign is the development of a strong, distinctive, and worthwhile product—and Unity has already accomplished this. The next evolution must be an aggressive and energetic effort to share Unity’s story with the world. Done in a comprehensive and integrated way, this effort can produce impressive results, bringing the benefits described above to the College in abundance.

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G5: Objective 1: Engage Unity College in a comprehensive enterprise-wide brand strategy initative; this initative will result in a consistent and cohesive positioning and messaging framework which properly aligns, expresses and delivers a highly

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G5: Objective 2: Develop a robust institution-wide marketing department and a three-year rolling integrated marketing plan

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G5: Objective 3: Develop and execute a strategy to achieve a top-ten ranking with key organizations that influence enrollment and profile decisions

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G5: Objective 4: Deliver a consistent Unity College brand message through the development of an internal and external brand guide that supports the College’s value proposition

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G5: Objective 5: Develop a data-driven market segmented communication plan that communicates Unity College’s value proposition effectively with each internal and external constituency

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G5: Objective 6: Develop an online strategy (web and social media) that ensures a consistent national visibility that supports Unity College’s value proposition.

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G5: Objective 7: Develop an ongoing, broad-spectrum, data-driven media-relations plan that ensures a consistent national visibility to promote Unity College’s value proposition

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G5: Objective 8: Develop events that ensure a national presence and dialog that supports Unity College’s value proposition

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G5: Objective 9: Promote the value proposition of Unity College through electronic and print collateral materials

G5: OBJECTIVE 1: Engage Unity College in a comprehensive enterprise-wide brand strategy initiative; this initiative will result in a consistent and cohesive positioning and messaging framework which properly aligns, expresses and delivers a highly competitive offering during a transformative time in the college's history.

  • G5: OB1: INITIATIVE 001: Create core team to develop RFI & timeline 100%
  • G5: OB1: INITIATIVE 002: Finalize and adopt RFI and send to targetted firms 100%
  • G5: OB1: INITIATIVE 003: Review and narrow down finalists for onsite presentations 100%
  • G5: OB1: INITIATIVE 004: Decide on appropriate launch date for brand strategy initiative 100%
  • G5: OB1: INITIATIVE 005: Establish and follow process for comprehensive brand strategy initative 88%
  • SP 2020 G5: OB1: INITIATIVE 006: Use brand initiative results to inform enrollment management, marketing, academic, and UC Strategic Plans 25%

G5: OBJECTIVE 2: Develop a robust institution-wide marketing department and a three-year rolling integrated marketing plan

  • G5: OB2: INITIATIVE 001: Develop an approved framework, budget, and implementation plan for establishing an effective marketing department necessary to execute the comprehensive marketing plan 100%
  • SP 2020 G5: OB2: INITIATIVE 002: Develop, implement, and resource a comprehensive rolling strategic three- year marketing plan that brands Unity College as the nation’s leader in sustainability science 19%

G5: OBJECTIVE 3: Develop and execute a strategy to achieve a top-ten ranking with key organizations that influence enrollment and profile decisions

  • G5: OB3: INITIATIVE 001: Identify the most influential ranking programs for national audiences based on who we are today 20%
  • G5: OB3: INITIATIVE 002: Determine factors that affect those rankings 20%
  • G5: OB3: INITIATIVE 003: Develop plan to develop and deploy communications to improve Unity’s ranking factors within mission parameters 20%

G5: OBJECTIVE 4: Deliver a consistent Unity College brand message through the development of an internal and external brand guide that supports the College’s value proposition

  • G5: OB4: INITIATIVE 001: Evaluate and revise existing style guide 100%
  • G5: OB4: INITIATIVE 002: Develop the brand guide 100%
  • G5: OB4: INITIATIVE 003: Develop plan for ensuring that all college communications are informed by the brand guide 84%
  • G5: OB4: INITIATIVE 004: Create policies for controlled use of Unity College logo, workmarks, and all brand elements 90%
  • SP 2020 G5: OB4: INITIATIVE 005: Evaluate and revise existing style guide following Strategic Brand Initiative 0%

G5: OBJECTIVE 5: Develop a data-driven market segmented communication plan that communicates Unity College’s value proposition effectively with each internal and external constituency

  • G5: OB5: INITIATIVE 001: Develop tracking mechanisms to measure brand value & ROI 0%
  • G5: OB5: INITIATIVE 002: Develop and Implement communication plan to improve measures of value proposition as determined by brand awareness, brand value, ROI 40%

G5: OBJECTIVE 6: Develop an online strategy (web and social media) that ensures a consistent national visibility that supports Unity College’s value proposition

  • G5: OB6: INITIATIVE 001: Develop comprehensive plan to promote College through social media 93%
  • G5: OB6: INITIATIVE 002: Create and implement search-engine optimization plan 75%
  • G5: OB6: INITIATIVE 003: Create and implement web site assessment and management plan for continuous improvement 55%

G5: OBJECTIVE 7: Develop an ongoing, broad-spectrum, data-driven media-relations plan that ensures a consistent national visibility to promote Unity College’s value proposition

  • G5: OB7: INITIATIVE 001: Redesign job description and hire new MED REL AD position 100%
  • G5: OB7: INITIATIVE 002: Develop key success Matrix 100%
  • G5: OB7: INITIATIVE 003: Develop comprehensive media relations plan 38%

G5: OBJECTIVE 8: Develop events that ensure a national presence and dialog that supports Unity College’s value proposition

  • G5: OB8: INITIATIVE 001: Create centralized events office to create, develop, and lead events targeted toward national visibility 100%
  • G5: OB8: INITIATIVE 002: Establish centralized events budget 100%
  • G5: OB8: INITIATIVE 003: Create annual interdepartmental events plan that provides for new market development 73%

G5: OBJECTIVE 9: Promote the value proposition of Unity College through electronic and print collateral materials

  • G5: OB9: INITIATIVE 001: Position marketing department as central service unit for the entire College 100%
  • G5: OB9: INITIATIVE 002: Establish procedures that direct all appropriate College communication through the marketing department for maximum impact 79%