Loading presentation...

Present Remotely

Send the link below via email or IM

Copy

Present to your audience

Start remote presentation

  • Invited audience members will follow you as you navigate and present
  • People invited to a presentation do not need a Prezi account
  • This link expires 10 minutes after you close the presentation
  • A maximum of 30 users can follow your presentation
  • Learn more about this feature in our knowledge base article

Do you really want to delete this prezi?

Neither you, nor the coeditors you shared it with will be able to recover it again.

DeleteCancel

Make your likes visible on Facebook?

Connect your Facebook account to Prezi and let your likes appear on your timeline.
You can change this under Settings & Account at any time.

No, thanks

Internal Communication of Johnson School Rebranding

IMC Final Project
by

Elaine Lu

on 10 December 2010

Comments (0)

Please log in to add your comment.

Report abuse

Transcript of Internal Communication of Johnson School Rebranding

The Rebranding Story...... Results of the Rebranding Campaign Why didn't the internal communication work? Our Recommendations: 9/23: Announce Rebranding during Sage Social event 9/24: Announce New School Logo End of Sep: Students receive new nametags Sep to Oct: A series of Internal Campaign Activities 11/3: Launch New Website! Nov to Dec: The Campaign is continuing... www.johnson.cornell.edu Dedicated rebranding microsite Brand Brochure http://www2.johnson.cornell.edu/brand/brandDevelopment.html According to our survey taken by 121 students,
the rebranding campaign was not effective. "The goal of the rebranding internal campaign is to generate
Understanding and Excitement about the Rebranding."

--Sandra R. Paniccia, Associate Director for Marketing Understanding

55% students don't understand why the school conducted the rebranding. Favor Evaluation

74% of students think the rebranding campaign was not effective or mostly not effective. Lack of effective communication School: “Please communicate who
we are and how unique we are when
you go out to meet recruiters and friends ." Students: “What does the new
brand stand for? Why do we spend
the school's money on rebranding? " 49 inputs from students about
how to improve the effectiveness Improve understanding about the new
brand and gain support from students



Strategies Communicate the brand messages in a simple, clear and easy to remember way. Leverage the most effective communication channels. Create Clear and Powerful Marketing Message Internal Communications WOM Campaign -- “Brand Johnson” contest Better leverage Social Media to enhance
the brand image and communication Long-term Internal Communication Plan Johnson is a unique
organization as
50% of students are
new every year.
Therefore, internal brand
communication should be
a long-term plan. Annual Internal Brand Building Events 20%
for WOM Campaign Communicate the brand pillars through student name tags and email signatures Overview: Johnson Rebranding Awareness

90% students are aware of the new logo and website
40% students are aware of the brand positioning, statements and three pillars Recall

63% students don't understand what the new brand stands for The message was quite complicated and hard to get through Only a few communicaton channels are effective Opportunities:
Students really care about school and want to contribute Use Facebook message to broadcast the rebranding events Update Johnson School YouTube website Increase your followers by aggressively reaching out to audience 30%
for product placement 20%
for Social Media Management 30%
for Internal Branding Events Internal Communication is important because the students are the brand ambassadors External Communiations Q&A Creative Samples Always listen to your internal audience
and seek feedbacks as well as inputs from them. Key Takeaways Channel Effectiveness
Full transcript