Capstone Brand Partners determines the strength of your brand by uncovering critical key audience insights, assessing the competition and developing a strategic plan to meet your long-term objectives. We deliver solutions that make your brand work harder—whether through refreshing or relaunching your brand. Let’s talk about your unique challenges and how, as partners, we can bring a solution to your institution. For more about our general process, please click here:
The solutions we offer generally fall into one or more of four different areas: Brand Assessment, Brand Amplification, Rebranding and Brand Engagement. Following the initial assessment, we work with you and develop a customized scope of work. For more detail about each area, please see below.
We'll research and assess current brand strength, relevancy and alignment with your strategic goals to determine how to amplify your brand—whether by re-energizing or rebranding.
The first step is to evaluate the current strength of your brand. We'll review existing research and, as needed, initiate new ethnographic and traditional research to determine what your key constituents are thinking and saying about your brand. We then evaluate your brand based on relevancy, degree of competitive differentiation, authenticity and alignment with institutional vision and strategic ambitions. Based on this assessment, we provide a brand optimization strategy.
Oftentimes, brand messaging to key audiences can become misaligned with the institution's ambition. Through our proprietary research and communications audit, we uncover critical insights, allowing you to realign target audience messaging and to better engage your key brand ambassadors and influencers both on and off campus.
Via our communications audit, we'll evaluate current brand expression—messaging and visual representation—to determine how well your brand is being articulated, integrated and understood by your key constituents. Based on these findings, we'll identify gaps and opportunities and provide messaging and visualization strategy to bring your brand back into compliance and alignment with target audiences.
When the buzz of a launch begins to fade, how do you turn up the volume once again? Influencer marketing is a vital tool for amplifying your brand. We'll show you how to locate, engage and even reward your brand evangelists for using their social media platforms and personal networks to amplify your brand.
We will help you operationalize your brand via proven faculty, staff and new hire ambassador development programs.
If you are ready for a rebrand, we will help you develop a thorough scope of work, craft an effective RFP, find and on-board the right-fit agency partner.
We start with an evaluation of your MarComm objectives and internal resources. This allows us to develop an accurate scope of work from which we will draft your RFP.
Writing an RFP that accurately captures and articulates your unique scope of work, timeline and deliverables will assure you find the right-fit partner and save precious time and resources.
A successful and rewarding agency partnership begins with the successful engagement of key internal stakeholders in the selection process. We'll help you compose your committee and run an efficient and successful search process.
Based on your specific goals and needs, we will generate a pool of the best pre-qualified candidates and create an orderly internal review and rating process.
We'll work with your team to more fully engage the #1 source of alumni connection—your alumni magazine—in print and digital formats. And, in order to optimize your annual fund performance, our young alumni, preference-based, direct marketing strategy will to help you boost engagement and increase donors and dollars from this critical segment.
The latest results from the CASE Member Magazine Readership Survey reinforce the importance of alumni magazines as well-read, highly regarded sources of news and information. With over 35 years of magazine publishing experience, we work with your editorial and design teams to refresh content strategies, improve storytelling, integrate brand and smartly incorporate institutional advancement messaging. We'll guide the process and/or provide a full redesign that unleashes the power of brand-inspired imagery, design and editorial to increase alumni engagement.
The annual fund is the entry point of the giving funnel. Dramatic drops in participation rates by younger generations are raising serious unrestricted funding concerns, both in the short and long term. Engaging young alumni requires a well-informed strategy that addresses growing mobility, communication preferences and giving motivations. We will work with your team to develop and execute a proven, multi-channel approach to increase the engagement and participation of this critical audience.
Is your own team developing their branding and marketing skills? Do you have a group who could benefit from learning new strategies and approaches to specific challenges? Capstone Brand Partners can develop and deliver customized workshops designed to elevate overall team performance and provide professional development opportunities for your staff. We can assist you with half or one day programs which we conduct on your campus. Topics include those below or we are happy to develop a workshop specific to your needs:
- How to Launch and Maintain a Campus Brand Ambassador Program
- How to Transform Your Alumni Magazine in 5 Steps
- How to Engage and Convert Young Alumni Donors
- How to Run a Successful Branding Agency Search
- How to Conduct a Communications Audit
On-site workshops increase performance and provide valuable professional development opportunities for your team.
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