A BERKSHIRE MARKETING GROUP CASE STUDY JEFFERSON COMMUNITY COLLEGE

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1 A BERKSHIRE MARKETING GROUP CASE STUDY JEFFERSON COMMUNITY COLLEGE There Really Is More Here With this one simple secret, you can change the world. LEARN MORE AT SUNYJEFFERSON.EDU

2 JEFFERSON COMMUNITY COLLEGE BRAND DEVELOPMENT BRAND DEVELOPMENT AS AN INSIDE-OUT PROCESS Founded in 1963, Jefferson Community College is one of 30 community colleges integrated in the State University of New York (SUNY) system. Located in Watertown, NY, near Lake Ontario, the college serves Jefferson & Lewis counties and draws students from the nearby Fort Drum Military base as well as Canada. Current enrollment is over 3,000, with approximately 40 percent of those parttime and non-traditional students. This was more than just a design process, said Carole McCoy, President of Jefferson Community College of Watertown, NY. We are building a new identity for Jefferson, and we wanted to engage our entire community in defining our role and mission in serving the community. To facilitate that engagement, BMG conducted individual and focus group interviews with faculty members, administrators, alumni, community and business leaders, prospective applicants and current students. The extended development process began with research into market perceptions and awareness, a brand assessment, and a communications audit. The interviewing, feedback and reporting process engaged literally hundreds of members of the college community in the development of a new brand positioning statement, logo and tagline. JCC s old look

3 Pantone % 90% 80% 70% 60% 50% 40% 30% 20% 10% Pantone % 90% 80% 70% 60% 50% 40% 30% 20% 10% 90% 80% 70% 60% 50% 40% 30% 20% 10% OUR BRAND REPRESENTS WHAT WE STAND FOR Helping you effectively apply JCC s brand Full color (preferred logo) This logo uses the two core JCC colors: JCC Cranberry (Pantone 506) and JCC Copper (Pantone 167). JCC Cranberry Black Knockout January 6th, 2009 Dear Sir, 1220 Coffeen Street Watertown, NY main toll free Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Phasellus hendrerit. Pellentesque aliquet nibh nec urna. In nisi neque, aliquet vel, dapibus id, mattis vel, nisi. Sed pretium, ligula sollicitudin laoreet viverra, tortor libero sodales leo, eget blandit nunc tortor eu nibh. Nullam mollis. Ut justo. Suspendisse potenti. Sed egestas, ante et vulputate volutpat, eros pede semper est, vitae luctus metus libero eu augue. Morbi purus libero, faucibus adipiscing, commodo quis, gravida id, est. Sed lectus. Praesent elementum hendrerit tortor. Sed semper lorem at felis. Vestibulum volutpat, lacus a ultrices sagittis, mi neque euismod dui, eu pulvinar nunc sapien ornare nisl. Phasellus pede arcu, dapibus eu, fermentum et, dapibus sed, urna. Morbi interdum mollis sapien. Sed ac risus. Phasellus lacinia, magna a ullamcorper laoreet, lectus arcu pulvinar risus, vitae facilisis libero dolor a purus. Sed vel lacus. Mauris nibh felis, adipiscing varius, adipiscing in, lacinia vel, tellus. Suspendisse ac urna. Etiam pellentesque mauris ut lectus. Nunc tellus ante, mattis eget, gravida vitae, ultricies ac, leo. Integer leo pede, ornare a, lacinia eu, vulputate vel, nisl. Sincerely, ITC Century Light Italic ITC Century Light ITC Century Book ITC Century Bold ITC Century Ultra Use this color for one- to three-color printing only. JCC Cranberry (Pantone 506). Typography: Print Tagline Use this logo as infrequently as possible. However, it is acceptable to use for letters, memos and other one- or two- color printing applications. This logo may be knocked out only in white from full color or solid coverage areas. ITC Century Light Italic is the JCC tagline font. This font represents the JCC brand through the clarity of its form, the balance of its lines and the lucidly of its lettering. It achieves optimum legibility and ensures a single consistent look and feel for our brand. The family of fonts shown below may be used for print materials. Core Colors Secondary Colors Pantone 506 C 37 / M 90 / Y 58 / K 33 R 109 / G 47 / B 67 Hex # 6D2F43 Pantone 167 C 20 / M 79 / Y 100 / K 9 R 170 / G 82 / B 28 Hex # AA521C Black C 0 / M 0 / Y 0 / K 100 R 0 / G 0 / B 0 Hex # Pantone 459 C 16 / M 13 / Y 62 / K 0 R 218 / G 209 / B 128 Hex # DAD180 Color Tint Black 100% Complementary Colors Pantone 123 C 0 / M 22 / Y 91 / K 0 R 255 / G 190 / B 0 Hex # F2C63C Pantone 158 C 5 / M 68 / Y 99 / K 0 R 255 / G 85 / B 0 Hex # CD6A21 Pantone 1815 C 22 / M 97 / Y 89 / K 13 R 183 / G 0 / B 26 Hex # 6A2225 Pantone 269 C 82 / M 94 / Y 28 / K 17 R 68 / G 29 / B 91 Hex # 402B62 Pantone 7495 C 50 / M 27 / Y 100 / K 6 R 110 / G 137 / B 14 Hex # 828D Carole A. McCoy President 9 Carole A. McCoy President 1220 Coffeen Street Watertown, NY main fax cell [email protected] Standards Guidelines Stationery

4 Research conducted in 2008 suggests that students who enroll at Jefferson tend to be pleasantly surprised Top 15% nationally for junior-year GPA of colleges and universities (NYS average is 83.8%) 95th percentile for enrollment of the region s college-bound high school graduates Jefferson is a key educational, economic and entertainment resource for the entire community. The leading training resource for the region s businesses Year-round center for arts, culture and entertainment More than one-third of registered students are 25 or older In the fall of 2007, the College enrolled 3,183 students. Full-time: 1,764 (55%) Part-time: 1,419 (45%) Male: 1,213 (38%) Female: 1,970 (62%) Military/military-related: 896 (28%) *National Community College Benchmarking Project JEFFERSON COMMUNITY COLLEGE BRAND DEVELOPMENT There s more here People know we re good, but they don t know why, said Carole McCoy, President of Jefferson Community College, at the start of the branding research process. BMG s research revealed that while Jefferson Community College was highly regarded as a regional institution, its best attributes were largely unknown, as were its programs for non-traditional students and life-long learners. Also not widely known was the college s affiliation with the SUNY system, which the research revealed to be one of the college s most under-leveraged strengths. The college s new tagline, There s more here, helped carry the message that there were more programs for a broader range of constituents than the region s residents realized, and provided a foundation for the effort to expand awareness of course offerings. BMG made building greater awareness of the college s SUNY affiliation a priority in developing the campaign s creative strategy. Without the ability to change the name of the institution to emphasize its relationship with the SUNY system, BMG emphasized the college s stated-approved URL as the centerpiece of the branding campaign s creative platform: Learn more at SUNYJEFFERSON.edu By using the SUNY-carrying URL instead of the college s name in the call-to-action headline, the BMG strategy increases awareness of the SUNY relationship at the same time it drives more traffic to the college s website. the more people know, the more they appreciate JEffErson JCC ExCEEds ExpECtations jefferson community college at a glance at what they find. There s more to it than they expect: More choices of courses and subject matter Higher quality and more rigorous courses Better professors More support for the full spectrum of personal and educational needs JCC is one of the nation s BEst More than just a regional resource, Jefferson ranks among the nation s best colleges in a number of key areas: Top 20% nationally for the percentage of first-time full-time students who complete their Associates degree within 3 years.* students who transfer to four-year colleges, with average of 3.10.* 95% pass rate on the Nursing NCLEX exam far exceeds the National average of 87.3% for all JCC is not Just for kids The region s leading resource for continuing and adult education Traditional age 2,096 (66%) (up to age 24) Non-Traditional: 1,087 (34%) (over age 24) There are currently more than 17,000 Jefferson Alumni. At A Glance Booklet

5 LOREM IPSUM DOLOR SIT AMET, CONSECTETUER ADIPISCING ELIT, SED DIAM NONUMMY NIBH EUISMOD TINCIDUNT UT LAOREET DOLORE MAGNA ALIQUAM ERAT VOLUTPAT ACCUMSAN. SOLDIERS AND MILITARY FAMILIES Jefferson Community College offers many opportunities for soldiers and their families. JCC offers: Servicemembers Opportunity Colleges (SOC), earmyu/goarmyed, offers many flexible options for taking courses. Military Service School and Occupational Specialties Credit by Examination SUNY Colleges in the North Country Workshops and seminars for business, personal growth and fun for children and adults Many clubs, including one for Military Loved Ones as well as social and cultural opportunities LOREM IPSUM DOLOR SIT AMET, CONSECTETUER ADIPISCING ELIT, SED DIAM NONUMMY NIBH EUISMOD TINCIDUNT UT LAOREET DOLORE MAGNA ALIQUAM ERAT VOLUTPAT ACCUMSAN. Banner Stands Nursing SUNY JEFFERSON.EDU YOU CAN MAKE A DIFFERENCE. The Nursing Degree an Associate in Applied Science JEFFERSON S NURSING PROGRAM GAvE ME All the SUPPORt I NEEDED to launch MY CAREER AS A NURSE. I M ON MY way. Jennifer Bolton, RN EMPlOYMENt OPPORtUNItIES FOR REGIStERED NURSES Registered nurses provide direct care for patients in a variety of health care settings such as hospitals, Hospice, nursing homes, community agencies, military service, industry, schools, physician s offices, and other health related services. For additional. information regarding the Nursing Program, please contact: Admissions Office: Nursing Department: COllEGE ENtRANCE REqUIREMENtS Applicants to the nursing curriculum must meet the admission standards established by Jefferson Community College. An applicant must: Be a high school graduate or have an equivalency diploma Have successfully completed, with a grade of 70% or better, one year of high school biology and chemistry within the past seven years OR Have successfully completed with a grade of 70% or better, a semester of college-level biology equivalent to a JCC course BIO 111 or higher and one year of a college-level laboratory chemistry course equivalent to CHE 107 and CHE 108 or higher within the past seven years Have successfully completed one year of high school algebra within the last seven years with a grade of 70% or C or better and complete the JCC pre- NURSING CURRICUlUM DEGREE REqUIREMENtS Freshman Year: Fall Semester, 18 cr. Senior Year: Fall Semester, 17 cr. ENG 101 / Eng. Composition / 3 cr. BIO 202 / Microbiology / 4 cr. PSY 133 / Intro to Psychology / 3 cr. NUR 231A / Nursing 3 / 5 cr. BIO 203 / Anatomy/Physiology I / 4 cr. NUR 231B / Nursing 3 / 5 cr. NUR 111 / Nursing 1 / 7 cr. NUR 212 / Pharmacology / 3 cr. PED / Phys. Ed. / 1 cr. Freshman Year: Spring Semester, 18 cr. Senior Year: Spring Semester, 15 cr. ENG 102 / Or Eng. Lit. / 3 cr. Social Science Elective PSY 233 / Child & Devel. / 3 cr SOC 144 / (recommended) / 3 cr. BIO 204 / Anatomy/Physiology II / 4 cr. NUR 232 / Nursing 4 / 10 cr. NUR 112A / Nursing 2 / 3.5 cr. NUR 234 / Nursing 5 / 2 cr. NUR 112B / Nursing 2 / 3.5 cr. I M IMPRESSED by how well JEFFERSON trains their NURSING GRADS. they MAKE GREAt NURSES AND GREAt MEMbERS OF the PAtIENt CARE team. Susan Williams, RN, BSN, Ph.D. Chief Nursing Officer, Samaritan Hospital Jefferson Nursing Program 2006 Grad admission test at the MTH 155 level or higher PED / Phys. Ed. / 1 cr. Test into English 101 or have completed ENG Color Brochure LOREM IPSUM DOLOR SIT AMET, CONSECTETUER ADIPISCING ELIT, SED DIAM NONUMMY NIBH EUISMOD TINCIDUNT UT LAOREET DOLORE MAGNA ALIQUAM ERAT VOLUTPAT ACCUMSAN NONUMMY. Joe Smith ALUMNI ASSOCIATION The mission of the Jefferson Community College Alumni Association is to foster support for Jefferson Community College and its educational mission by building supportive relationships with students and alumni through communication and alumni programming. Jefferson s alumni office is open year round to assist alumni with questions about career planning, placement and educational information. The Alumni Association also sponsors a number of activities throughout the year for Jefferson alumni and maintains a comprehensive list of Jefferson s 17,000+ graduates. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. 2-Color Brochure

6 JEFFERSON COMMUNITY COLLEGE BRAND DEVELOPMENT AN INTEGRATED MULTIMEDIA CAMPAIGN About to enter its second full year, the branding campaign for JCC has included: * Market Research * Logo and tagline development * Branding & graphic guideline manual * Internal brand training presentations * Stationery packages * Press packages * Videos * Direct Mail * Web banners * Cinema Ads * Journal Ads * Brochure templates * Table top & tradeshow displays * Branded giveaway items * Vinyl Banners * Digital signage Tabletop Display JEFFERSON RANKS AMONG THE NATION S BEST Top 20% in percentage of full-time students who complete AA/AS degree within 3 years* Top 15% for junior-year GPA of students who transfer to four-year colleges (average of 3.10)* 95% pass rate on Nursing NCLEX exam exceeds the National average of 87.3% for all colleges and universities (NYS average is 83.8%) 95th percentile for enrollment of the region s college-bound high school graduates Ray Ehrensberger Award for Excellence in Military Education Customer Service MORE DEGREE, CERTIFICATE AND ONLINE PROGRAMS THE ADMISSIONS OFFICE offers a wide variety of services to prospective students and your families. We encourage you to tour the campus and spend time assessing the strengths of Jefferson s academic programs and the opportunities presented by our low cost tuition and financial aid options. Learn More at SunyJefferSon.edu JEFFERSON EXCEEDS EXPECTATIONS. SO DO OUR STUDENTS. Transfer programs lead to success in 4-year colleges Certificate programs lead to professional careers Training and skills programs lead to career advancement Personal enrichment and professional growth programs lead to life-long learning Ask about financial aid, educational support, on-campus child-care, online and distance learning programs and our programs in Nursing, Accounting, Childhood Education, Hospitality and Tourism, Criminal Justice and Paramedic Training.

7 MYTH: People go to Jefferson because they can t get in anywhere else FACT: We re a top choice of the region s best students MYTH: The quality of Jefferson s faculty isn t as good as four-year schools FACT: Ours is probably better MYTH: Because we re a community college, our courses aren t good and the credits can t be transferred. FACT: Our credits, and our students, transfer very well indeed. FACT: Jefferson is in the top 15 percent for GPA of junior-year transfer students, with an average of 3.10* 1220 Coffeen Street Watertown, NY Myth/Fact Postcards With the cooperation and supervision of SUNY, our courses are designed for seamless transfers throughout the SUNY system. We also have articulation agreements with many other private and state colleges and universities to accept Jefferson s associate degree credits unconditionally. And our students transfer as easily as our credits, with one of the highest success rates in the nation. For more information about our transfer programs, financial aid and scholarship opportunities, call our admissions office at Or visit us online anytime. LEARN MORE AT SUNYJEFFERSON.EDU * According to the National Community College Benchmarking Project.

8 WANT TO KNOW MORE? We want to give you as many reasons as possible to choose us to be your partner in developing your next generation of internal and external marketing communications strategies. And our energy level (we keep going, and going ). And the chemistry between your team and ours (we think you will like working with us). Some of the obvious ones for choosing us include our experience (more than 90 health care and higher education clients), our quality (dozens of awards for creativity and effectiveness), and our cost-effectiveness (our Troy location means lower overhead for virtually every marketing communications resource, from printing and production to creative talent). More important reasons might include our responsiveness (we return phone calls immediately, if not sooner, and we ll provide you with 24/7 access to our agency President). But maybe most important might be our commitment to earn your absolute faith and trust. We promise to listen to your concerns, your thoughts, your hopes, your ideas, your wisdom and experience, and to respond with honesty, openness and transparency. We also promise you our best thinking, our most practical solution-finding, and our out-of-the-box creativity at all times. And all at no extra charge. That s our case. And we re sticking to it. Any questions? write 256 Broadway, Troy, NY call fax [email protected] click