Realignment Task # 8 Develop and Market a Brand for BCCC
NOVEMBER, 2018 ReBRANDING UPDATE Presented to: Campus Beautification REBRANDING UPDATE MARYLAND GENERAL ASSEMBLY NOVEMBER, 2018
Student Services Wing – Large mural in main lobby
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34’-0”
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Student Services Wing – Wall outside of Café
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Student Services Wing – Entrance to Admissions Area
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Student Services Wing – Registration Area
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Student Services Wing – Wall across from the Registration Area
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Student Services Wing – New Wayfinding Signs on whole campus
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Student Services Wing – Advising and Disability Support Area
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Student Services Wing – Hallway near Cashier and Public Safety
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Liberty Campus – Gaare Auditorium in Nursing Building
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Liberty Campus – South Pavilion
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Liberty Campus – South Pavilion – Reception Area
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Liberty Campus – South Pavilion – Innovation Lab and Treason Toting Company
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Liberty Campus – West Pavilion
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Liberty Campus – Main Quad
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Liberty Campus – BCCC Branded Banners on Liberty Heights Avenue
BCCC Branded Banners
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WDCE, Downtown Location – BCCC Branded Banners on Lombard St
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18 Web | Social Media REBRANDING UPDATE MARYLAND GENERAL ASSEMBLY NOVEMBER, 2018
Virtual Campus – College Website: BCCC.EDU
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Social Media – Facebook, Twitter and Instagram Publications REBRANDING UPDATE MARYLAND GENERAL ASSEMBLY NOVEMBER, 2018
MSP LOGO – Revamped
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NEW REBRANDING UPDATE MARYLAND GENERAL ASSEMBLY NOVEMBER, 2018
BCCC MSP Board – Making BCCC Tuition-Free FAQ | Single-fold Brochure | The Hatcher Group REBRANDING UPDATE MARYLAND GENERAL ASSEMBLY NOVEMBER, 2018
BCCC MSP Board – Build Your Future | Single-fold Brochure | The Hatcher Group REBRANDING UPDATE MARYLAND GENERAL ASSEMBLY NOVEMBER, 2018
BCCC MSP Board – Mayor’s Scholars Program | 8-Page Brochure | The Hatcher Group REBRANDING UPDATE MARYLAND GENERAL ASSEMBLY NOVEMBER, 2018
MSP Collaterals – Poster, Brochure, Flyer, Card, and Pullup Banner REBRANDING UPDATE MARYLAND GENERAL ASSEMBLY NOVEMBER, 2018
Publications – General Registration, WDCE, Credit Schedule REBRANDING UPDATE MARYLAND GENERAL ASSEMBLY NOVEMBER, 2018
Publications – Chamber of Commerce Ad REBRANDING UPDATE MARYLAND GENERAL ASSEMBLY NOVEMBER, 2018
Strategic Framework – Core Values | Trifold Brochure REBRANDING UPDATE MARYLAND GENERAL ASSEMBLY NOVEMBER, 2018
Publications – Financial Aid, Cyber Security, ATB, BCCC Priorities REBRANDING UPDATE MARYLAND GENERAL ASSEMBLY NOVEMBER, 2018
Dual Enrollment @ BCCC – Marketing Collateral REBRANDING UPDATE MARYLAND GENERAL ASSEMBLY NOVEMBER, 2018
Academic Credit Programs – Degree and Certificate Programs REBRANDING UPDATE MARYLAND GENERAL ASSEMBLY NOVEMBER, 2018
Panther Die Cut – BCCC Facts
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FRONT REBRANDING UPDATE MARYLAND GENERAL ASSEMBLY NOVEMBER, 2018
Strategies to Success – Alignment of Middle States, State Plan, Legislation, Achieving the Dream and Institutional Plans Trifold
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OUTSIDE Career Pathways REBRANDING UPDATE MARYLAND GENERAL ASSEMBLY NOVEMBER, 2018
CAREER PATHWAYS LOGO – Revamped
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NEW REBRANDING UPDATE MARYLAND GENERAL ASSEMBLY NOVEMBER, 2018
CAREER PATHWAYS – Brochure
BCCC
WORKFORCE DEVELOPMENT / CERTIFICATE ASSOCIATE DEGREE WORKFORCE DEVELOPMENT / CERTIFICATE ASSOCIATE DEGREE CONTINUING EDUCATION (Lower Division CertifiCate) (AAS, AA, AS, ASE) CONTINUING EDUCATION (Lower Division CertifiCate) (AAS, AA, AS, ASE) (Less than 12 months) 12 – 30 Credits 60 – 74 Credits (Less than 12 months) 12 – 30 Credits 60 – 74 Credits
BUSINESS, MANAGEMENT, FINANCE, INFORMATION TECHNOLOGY AND Pre-Cyber Security Business Administration Information Technology Computer Information Systems AND PROFESSIONAL SERVICES Business Administration Services • CYBER SECURITY IT Essentials • • Transfer • Basic Skills Computer Aided Drafting Microsoft Ofce Certifcate A+ Certifcation • • Business • and Design Business Writing • • o Marketing (AoC) • Customer Service Net+ Certifcation o Management (AoC) • Cyber Security and Assurance • Cyber Security and Assurance • Ofce Administration • Security + Certifcation Accounting Financial Literacy Accounting • • • Fashion Design Excel and Quick Books Fashion Design • Arts and Science Transfer • • o Retailing (AoC) MANUFACTURING, CONSTRUCTION • o Pure and Applied AND ENGINEERING TECHNOLOGIES Mathematics (AoC)
HEALTH AND BIOSCIENCES Engineering Transfer Allied Health Programs Nursing • • • Electrical Engineering Transfer • CNA/GNA • Surgical Technology • MSMT • Practical Nursing • Respiratory Care • Pharmacy Technician • Dental Hygiene • Robotics/Mechatronics • Robotics/Mechatronics • Phlebotomy • Physical Therapist Assistant Technology Technology • EKG Technician • Medical Billing and Coding • Coding Specialist • Health Information Technology Construction Core Weatherization Installer • Construction Supervision Construction Supervision Emergency Medical Paramedic Telecommunications Cabling • • • • • Para medicine • Technician • Paramedic Bridge • Pro-Apprenticeship Biotechnology Biotechnology/Lab Science • Biotech/Lab Technician (TBD) • Arts and Science Transfer • • Lab Animal Science • o Science (AoC) TRANSPORTATION DISTRIBUTION • Transportation, Supply • Transportation, Supply LOGISTICS • Warehouse Logistics Associate Chain Management Chain Management HOSPITALITY AND TOURISM Hospitality Training • Drivers Education / CDL (pending) ProStart Certifcation • • Customer Service/Tourism Automotive Technician (pending) Ambassador • Mechanic • Service Technician
HUMAN SERVICES AND • Addictions Counseling LAW ENFORCEMENT • Allied Human Services VISUAL AND PERFORMING ARTS/ • Addictions Counseling • Elementary Education/Generic • Arts and /Science Transfer • Allied Human Services Special Education Pre K-12 (AAT) GENERAL STUDIES o Art (AoC) • Special Education Assistant • Teacher Education Transfer o Music (AoC) • Arts & Science Transfer o Theatre (AoC) o Psychology (AoC) • General Studies Transfer Law Enforcement & Corrections • Law Enforcement and • Contract Training Correctional Administration Paralegal Court Reporting Legal Assistant Contract Training • BUSINESS, MANAGEMENT, FINANCE, AND PROFESSIONAL SERVICES • HEALTH AND BIOSCIENCES HOSPITALITY AND TOURISM • Childcare Training Programs • Early Childhood Education • Early Childhood Education HUMAN SERVICES AND LAW ENFORCEMENT INFORMATION TECHNOLOGY AND CYBER SECURITY MANUFACTURING, CONSTRUCTION AND ENGINEERING TECHNOLOGIES TRANSPORTATION DISTRIBUTION LOGISTICS VISUAL AND PERFORMING ARTS/GENERAL STUDIES Advertisements REBRANDING UPDATE MARYLAND GENERAL ASSEMBLY NOVEMBER, 2018
Workforce Training – Outdoor Media Campaigns – Billboards, Posters, Mall Ads Currently Running REBRANDING UPDATE MARYLAND GENERAL ASSEMBLY NOVEMBER, 2018
Workforce Training - Media Campaigns on MTA Buses Currently Running REBRANDING UPDATE MARYLAND GENERAL ASSEMBLY NOVEMBER, 2018
Enrollment – Outdoor Media Campaigns – Billboards, Mall Display Ads, MTA Elevator wrap (cube), Metro Kiosks Currently Running REBRANDING UPDATE MARYLAND GENERAL ASSEMBLY NOVEMBER, 2018
Enrollment - Media Campaigns on MTA Buses and Light Rail Currently Running REBRANDING UPDATE MARYLAND GENERAL ASSEMBLY NOVEMBER, 2018
Workforce Training & Enrollment - Media Campaigns on WWIN-FM, Magic 95.9; WWIN-AM, Spirit 1400; WOLB-AM; WERQ-FM, 92Q Currently Running
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15 SECOND SPOT Single Sign On REBRANDING UPDATE MARYLAND GENERAL ASSEMBLY NOVEMBER, 2018
Single Sign On – Introducing myBCCC – COMING SOON
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INSTRUCTIONAL VIDEO Consultant Engagement REBRANDING UPDATE MARYLAND GENERAL ASSEMBLY NOVEMBER, 2018
BRANDING CONSULTANT ENGAGEMENT– Brand Repositioning
AUGUST 2017 Met with industry leaders in brand repositioning, rebranding and communications strategies to assess College needs and inform request for proposal.
SEPTEMBER 2017 Solicited Propeller Communications LLC, to conduct Brand Positioning Workshop. (Brand workshop took place January 2018)
OCTOBER 2017 Met additional creative marketing firms, to explore partnership opportunities.
NOVEMBER 2017 Aggressively exploring other alternate options – Interagency Agency Agreements – to partner with a creative services company REBRANDING UPDATE MARYLAND GENERAL ASSEMBLY NOVEMBER, 2018
SOLICITING MARKETING/PR FIRM – RFP Process
FEBRUARY – MARCH 2018 • Submitted Statement of Work (SOW) • Posted RFP to eMaryland Marketplace (30 days) • Established RPF evaluation team • Held bidders conference • Received 7 vendor proposals • Evaluated vendor bids • Selected The Hatcher Group REBRANDING UPDATE MARYLAND GENERAL ASSEMBLY NOVEMBER, 2018
HIRING MARKETING/PR FIRM – Consultant Engagement for Brand Repositioning
AUGUST 2018 • Contract executed between BCCC and The Hatcher Group • Held introductory meeting with Hatcher Group and research firm Opinion Works • Received inquiry from other bidder which led to delay The Hatcher Group Tom Waldon, Senior Vice President Mary Warlow Bushel, Director SEPTEMBER 2018 • Received approval from procurement to proceed with engagement (September 21st)
OCTOBER 2018 • OpinionWorks met with key College stakeholder groups to discuss research process • The Hatcher Group assisted with announcement of new president • Developed report of MSP summer bridge • The Hatcher Group collaborated with ASP to revise MSP brochure and FAQ
DECEMBER 2018 • Prepare an executive summary for Realignment report • Develop BCCC Foundation case statement
JANUARY 2019 – JUNE 2019 • Develop and implement brand reposition marketing plan Project Cost: $197,500 Coming Soon REBRANDING UPDATE MARYLAND GENERAL ASSEMBLY NOVEMBER, 2018
Liberty Campus – Hall of Fame in the Hallway – Indoor
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Liberty Campus – Fountain Area
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Liberty Campus – Sign on Entrance from Liberty Heights – New Outdoor Wayfinding Signage System
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Liberty Campus – Sign on Entrance of Main Building – New Outdoor Wayfinding Signage System
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PROPOSED REBRANDING UPDATE MARYLAND GENERAL ASSEMBLY NOVEMBER, 2018
Liberty Campus – Parking Lot-A Signage – New Outdoor Wayfinding Signage System
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PROPOSED REBRANDING UPDATE MARYLAND GENERAL ASSEMBLY NOVEMBER, 2018
Liberty Campus – Parking Lot-E Signs – New Outdoor Wayfinding Signage System
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PROPOSED REBRANDING UPDATE MARYLAND GENERAL ASSEMBLY NOVEMBER, 2018
Liberty Campus – Parking Lot-E Signs – New Outdoor Wayfinding Signage System
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PROPOSED REBRANDING UPDATE MARYLAND GENERAL ASSEMBLY NOVEMBER, 2018
Liberty Campus – Wayfinding Signage Plan throughout the campus – New Outdoor Wayfinding Signage System To be followed by all the campuses in future REBRANDING UPDATE MARYLAND GENERAL ASSEMBLY NOVEMBER, 2018
Liberty Campus – STUDENTS’ GAMES & TRANQUILITY ROOMS – Indoor
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PROPOSED REBRANDING UPDATE MARYLAND GENERAL ASSEMBLY NOVEMBER, 2018
Public Safety – New Badges
EXISTING PROPOSED PUBLIC SAFETY REBRANDING UPDATE MARYLAND GENERAL ASSEMBLY NOVEMBER, 2018
New ID Cards – For students, Faculty/Staff, and Contractors Realignment Task # 8 Develop & Market a Brand for BCCC
MARYLAND GENERAL ASSEMBLY REBRAND UPDATE NOVEMBER, 2018