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Community College of Denver
Propeller Communications was contracted by the Community College of Denver to conduct a brand positioning workshop to assist with the development of a consistent brand for the college. The community campuses were each doing individual marketing and it was important to bring all campuses under the same umbrella. It was also important for all of the stockholders to participate and agree to the key positioning statements that CCD could leverage in the market. The workshop findings reinforced the visual position that the college was currently using, and refined the verbal message to be applied to a district wide campaign.
A new tagline, “Your Pathway to Success”, evolved directly from the workshop's brand positioning statement. A corresponding campaign and strategic marketing plan was developed from theworkshop's outcome. Representing each of the five campuses individually, the creative features students with an acknowledgement to a CCD mentor that made a difference in their lives. Each student's "pathway" illustrates which of the five campuses they graduated from, what their subsequent profession is and the local business partner that employs them.
—RICHARD JIVIDEN
Past Marketing Director for Communtiy College of Denver
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Arizona Western College
Central Arizona College
Virgina G. Piper Center for Creative Writing
Bucks County Community College
Mesa Community College
Eastern Wyoming College
Wenatchee Valley Community College
Community College of Denver
Phoenix Christian School
Phoenix College
St. Charles Community College
Paradise Valley Community College
Additional Corporate Case Studies
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