The branding project initiated by the Lasallian Secondary Schools Chief Administrators Association (LASSCA) has officially kicked off. The purpose of the project is to develop a brand strategy that will connect Lasallian secondary schools, higher education institutions and other enterprises in the US-Toronto Region.
Phase I of the project includes engagement sessions with representative samples from Lasallian education stakeholder groups. The sessions, held on Lasallian college, university and secondary school campuses, include interviews, focus groups and ideation sessions with presidents, principals, trustees, teachers, staff, parents and alumni engaged in dialogue about the Lasallian education brand. The schedule includes:
• La Salle University, Philadelphia, PA, January 25-26
• Manhattan College, Riverdale, NY, February 8-9
• De Lasalle High School, New Orleans, LA, February 22-23
• Lewis University, Chicago, IL, March 15-16
• Christian Brothers University, Memphis, TN, March 22-23
• St. John’s College High School, Washington, DC, April 27
• St. Mary’s University, Minneapolis, MN campus, April 19-20
• St. Mary’s College, Moraga, CA, May 3-4
• Mullen High School, Denver, CO, May 10
Additional research methodology will include an online survey for all constituents, as well as social media tools to engage stakeholders and keep them updated on the progress of the brand initiative. Phase 1 will also include an audit of communications and marketing channels to determine how the Lasallian education brand is aligned with audience opinions and positioned throughout the Region.
The BrandED Consultants Group LLC, Denver, Colorado has been retained as the consultants of record for the brand initiative. Rex Whisman, principal, and Martin Mendelsberg, associate strategist, will lead the Phase 1 process. Rex and Martin will report work to date and plans for completion of Phase 1 at the LASSCA conference in New Orleans on February 24, 2010. A final report will be delivered that includes findings from Phase 1 and recommendations for the next steps in the process. Phase 2 of the brand project will entail testing brand platforms, adoption of a final brand platform, a graphic identity and brand guide for the Lasallian education brand in the US-Toronto Region. Phase 3 will include implementation of the brand strategy at all participating schools in the Region and development of metrics to measure success.
Look for regular updates on the progress of the Lasallian education brand initiative on this site. You can engage in the process right now by becoming a fan on Facebook and following the brand project on Twitter.