Identity Imperative: Chicago

University of Chicago Booth School of Business - Gleacher Center 450 North Cityfront Plaza Drive
Chicago, IL 60611-4316
1/1/0001 12:00 AM - 1/1/0001 12:00 AM
Register before 1/1/0001 12:00 AM for early registration fee

                 Listen to a sneak peek podcast by Instructor
     Elizabeth Scarborough, the CEO of SimpsonScarborough

                         The Identity Imperative Brochure

Developing and managing the identity of your institution is critical to the success of your recruitment and development efforts. Further, your institution’s image or brand plays a critical role in helping your institution secure grant funding, attract top faculty, and maintain strong community, government and media relations. But, effective “identity” or “brand” management requires your institution to get on that proverbial “same page” about that which defines your institution and makes it truly special…..in the best of all cases, unique. Achieving consensus on identity and promoting it successfully in a crowded marketplace can be difficult given the general opinions about marketing that are common on college campuses, the misconceptions about what a “brand” really is, and the level of funding and staff support that are often allocated to the marcom effort.

This institutional identity workshop will cover all of the issues you need to think about as you prepare to launch an initiative to develop your institution’s brand strategy. This two-day course will quickly review the basics and then delve deeply into the critical issues of internal branding, generating buy-in, qualitative and quantitative research, positioning statements, working with creative firms, organizational structure and budgeting, and living your brand over the long-term. Every session will include audience participation to ensure participants walk away with new knowledge that can be applied within their own organization’s unique situation.

Who Should Attend
- Higher education Executive Director-level Marketers
- Vice Presidents
- Chief Marketing Officers
- College and University Presidents

Learning Objectives
• Understand the core concepts of branding; beyond the cosmetics
  of logos and taglines
• Describe the framework for a successful higher education identity
  development initiative
• Discuss the role of marketing research in the development of a
  brand strategy
• Showcase effective creative strategies designed to bring higher
  education brands to life
• Describe ways to generate campus-wide momentum for the
  marketing effort
• Provide recommendations on organizational structure and
  budgeting to support marketing

Cancellation Policy
Cancellations received 4 weeks prior to the event will receive a refund of fees minus $150 cancellation fee. Cancellations received within 4 weeks of the event will receive a refund of fees minus $300. There will be no cancellations on or after the start date of the training.

About the Instructor
Elizabeth Scarborough

DAY 1
8:00 – 8:30AM REGISTRATION AND CONTINENTAL BREAKFAST

8:30 – 9:00AM INSTITUTIONAL BRANDING SELF ASSESSMENT
                      AND DISCUSSION
• Exercise: Self-assessment tool
• Discussion of common challenges and opportunities

9:00 – 10:30AM BRANDING FUNDAMENTALS
• Definitions, concepts, purpose, and goals
• Relationship to integrated marketing

10:30 – 10:45AM BREAK

10:45 – 12:00PM BUILDING SUPPORT FOR THE IDENTITY
                          INITIATIVE
• Gaining support of senior administration
• Engaging the campus community and getting “buy-in”
• Internal marketing and branding

12:00 – 1:30PM LUNCH

1:30 – 3:00PM QUALITATIVE RESEARCH
• Using qualitative information to develop your brand strategy
• Focus groups, in-depth interviews, and bulletin boards

3:00 – 3:15PM BREAK

3:15 – 4:30PM QUANTITATIVE RESEARCH
• Using quantitative information to develop your brand strategy
• Phone and online survey research

DAY 2
8:00 – 8:30 AM CONTINENTAL BREAKFAST

8:30 – 9:30 AM POSITIONING STATEMENTS
• How to bridge from research data to a positioning statement
• Good and bad examples

9:30 – 10:30AM LIVING THE BRAND
• Issues and challenges
• Developing an identity that will endure over time
• Good and bad examples

10:30 – 10:45AM BREAK

10:45 –12:00PM DEVELOPING THE CREATIVE STRATEGY
• Working with creative firms/departments
• Logos, marks, taglines, photography, graphic design, tone, and
  personality
• Exercise: What does your visual identity communicate about your
  institution?

12:00 – 1:30PM LUNCH

1:30 – 3:00PM ORGANIZATIONAL STRUCTURE & BUDGETING
• Organizing for successful identity management
• Integrating marketing efforts on a decentralized campus
• Aligning budgets with marcom goals

3:00 – 3:15PM BREAK

3:15 – 4:30PM BRAND DEVELOPMENT EFFORTS
• Case study of large public university
• Case study of small private college
• Case study of community college

Registration is not available at this time.

Training Series Conference Center Location
The University of Chicago Booth School of Business
Gleacher Center
450 North Cityfront Plaza Drive
Chicago, IL 60611-4316
Phone: 1 312.464.8787
Fax: 1 312.464.8683
www.gleachercenter.com

The Gleacher Center is conveniently located in the heart of Chicago’s business community just blocks away from the Loop and steps away from Magnificent Mile shopping, restaurants and hotels.  It is easily accessible from public transportation and adjacent parking lots.

Hotels within One Mile of the Gleacher Center
*Courtyard by Marriott  312-660-2401 165 E. Ontario St.
**Embassy Suites Hotel  312-423-6312 511 N. Columbus Drive
*Fairmont Hotel   312-565-6674 200 N. Columbus Drive
Four Seasons   312-649-2314 120 E. Delaware Place
Hilton Garden Inn  312-527-2656 10 East Grand Avenue
Holiday Inn Chicago City Center 312-787-6100 300 E. Ohio
Hilton Suites Chicago/  312-664-1100 198 E. Delaware Place
 Magnificent Mile
*Homewood Suites by Hilton 312-644-2222 40 E. Grand Ave.
**Hotel Inter-Continental 312-944-4100 505 N. Michigan Ave.
*Hotel Monaco Chicago  312-960-8500 225 N. Wabash
*Hyatt Regency Chicago  312-616-6953 151 E. Wacker Drive
**Le Meridien Chicago  312-327-0644 520 N. Michigan Ave.
**Marriott Downtown Chicago 312-836-0100 540 N. Michigan Ave.
*Omni Chicago Hotel  312-944-6664 676 N. Michigan Ave.
The Peninsula Chicago  312-573-6604 108 East Superior Street
The Ritz Carlton Hotel  312-266-1000 160 E. Pearson
**Sheraton Chicago Hotel 312-464-1000 301 E. North Water St.
 & Towers
*Swissotel   312-565-0565 323 E. Wacker Drive
W  Hotel   312-943-9200 644 N. Lake Shore Drive
*Westin River North  312-744-1900 320 N. Dearborn Street
*Wyndham Chicago  312-274-4429 633 N. St. Clair Street

** walking distance to the Gleacher Center: 1-2 blocks
*  walking distance to the Gleacher Center: 2-5 blocks

Area Attractions, Events and Tourism
Please visit www.choosechicago.com for additional city information.

ADA
The AMA is committed to providing equal access to our meetings for all attendees.  If you are an attendee with a disability and require program accommodations, please contact the AMA Meeting Services Department, and a member of our staff will ensure that appropriate access arrangements are made.  If you have specific disability related needs for your hotel sleeping room, please be sure to communicate those directly to the hotel when you make your reservation.  In an effort to provide the highest quality of service to all attendees, we require that details of all access requests be communicated to our office at least 14 days in advance of the beginning of the meeting.

AMA's travel coordinator, Tower Travel Management, is available to assist with reservations.  Call 1 800.542.9700 within the U.S. and Canada.  Reservation lines are open Monday through Friday 8 a.m. - 6 p.m. CST or, you may contact them via email at association@towertravel.com. 

Tower Travel will proactively research airfares on ALL airline carriers to ensure that the lowest available fares are offered to all attendees.  They are dedicated to providing superior customer service and hassle-free travel arrangements.  Please note that fees, restrictions and cancellation penalties will apply.

Airports

O’Hare International Airport
Taxi:  Allow 1½ to 2 hours
Approximately $40-55

Airport shuttle:  www.airportexpress.com  
Approx. $28 one way (subject to change)

Subway:  $2.25 (subject to change)
Allow approximately 45 minutes to an hour
*Airport signs will direct you to “Trains to City”       
*Depart at Clark/Lake stop and either:
*Take cab to our address (approximately $7)
*Walk east to Michigan Avenue, turn left walking north, cross Chicago River (you can see our building on right along the river) and immediately after the bridge turn right to walk through plaza to our building entrance (approximately 7 long blocks)
*Take bus by walking 2 short blocks to Lake & State to catch one of the following buses: #10, #145, or #146 and depart at the first stop after you’ve crossed the river.  Then just walk through the plaza you’re in to our building entrance.

Midway Airport 
Taxi:  Allow 45 minutes to 1½ hours
Approximately $30-45

Airport shuttle:  www.airportexpress.com    
Approx. $23 one way (subject to change)

Subway:  $2.25 (subject to change)
Allow approximately 45 minutes to an hour
*Airport signs will direct you to “Trains to City”
*Depart at State and Lake stop and either:
*Take cab to our address (approximately $7)
*Walk east to Michigan Avenue, turn left walking north, cross Chicago River (you can see our building on right along the river) and immediately after the bridge turn right to walk through plaza to our building entrance (approximately 5 long blocks)
*Take bus from State & Lake to catch one of the following buses:  #10, #145, or #146 and depart at the first stop after you’ve crossed the river.  Then just walk through the plaza you’re in to our building entrance.

Public Transportation Directions
From El (subway): 
Red Line (Howard/Dan Ryan)
*Depart at Grand Avenue stop 
*Walk east to Michigan Avenue (walk up stairs at the Nordstrom’s building to access main upper Michigan)
*Turn right to head southbound
*Cross to east side of Michigan
*Turn left to walk through plaza just after the Chicago Tribune Tower (we’re the only 6-story building in that plaza)

From Buses: 
Buses running along Michigan Avenue
2, 3, 10, 145, 146, 147, 151 (from Union station), and 157 (from Ogilvie station)
*Depart on north side of Chicago River in front of either the Equitable Building and Chicago Tribune Tower or Wrigley Building (depending on which direction you’re traveling)
*Gleacher Center is in the same plaza as the Equitable Building and Tribune Tower (it’s the only 6-story building in that plaza)

Commuter Trains: 
Union Station:    Take the 151 bus and follow directions above
Ogilvie Station:   Take 157 bus and follow directions above
LaSalle Station:  Walk to bus station on corner of Well and Congress to catch #147 bus and follow directions above
IC Randolph Station:  Walk west 1 block to Michigan Avenue, turn right and walk approximately 4 blocks. Once you’ve crossed the bridge, we’re directly on the right along the river just behind the Equitable Building in the same plaza as Tribune Tower

Helpful Websites: 
www.transitchicago.com
www.metrarail.com

Driving Directions
From Interstate 90/94
To entrance: Heading either north or south on I-90/94, exit at Ohio Street. Follow Ohio east to Michigan Avenue. Turn right. At the second light, turn left on Illinois Street. At stop sign, turn right. Gleacher Center is on the right.
To area parking: Heading either north or south on I-90/94, exit Ohio Street east. Follow Ohio Street east to St. Clair Street, which is one block beyond Michigan Avenue and turn right. Travel two blocks on St. Clair Street to lower Illinois Street and turn left. Travel one block on lower Illinois Street and parking is one block on the right. Standard parking rates apply.

From Lake Shore Drive
To entrance: Heading either north or south on Lake Shore Drive, exit at Grand Avenue. Follow Grand west to Columbus Drive/Fairbanks Court; turn left to East North Water Street and turn right. Gleacher Center is straight ahead.
To area parking: Heading either north or south on Lake Shore Drive, exit Grand Avenue. Follow Grand Avenue west to St. Clair Street, approximately four blocks, and turn left. Travel one block to lower Illinois Street and turn left. Parking is one block down on the right. Standard parking rates apply.

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