aljgsb may 2011
TRANSCRIPT
EXPERT EXECUTIVE EDUCATION
AGENDA
Background
Objectives
Selling Strategy
Creative
Next Steps
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BACKGROUND The Lok Jack Graduate School of Business
Known for offering excellent graduate programmes Not as well known for offering both In-Company customised
training programmes and corporate learning solutions (short programmes)
Competitors include TTHTI SBCS INTAD RDI Caribbean Bordercom etc
The Lok Jack GSB must create a clear difference for its Executive Education Programmes as this is a cluttered landscape, and position itself as the expert in industry
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STRATEGY
To differentiate Executive Education on the following: Tailor-made - customised training programmes that get
results Proprietary Internal Diagnostics & Assessment Centre The ability to source the best experts in your industry
area, even internationally
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OBJECTIVES OF CAMPAIGN
To meet 2011 registration goals
To raise awareness of Executive Education as
measured by a 20% increase in current levels
To position the Executive Education Unit as the
premiere institution for management training
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SELLING STRATEGY
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SELLING STRATEGY
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Today’s
Position
“ALJGSB offers graduate programmes and short courses”
Where we want to take it:
OurAmbition
“ALJGSB delivers customised business solutions that work”
CONCEPTUAL TARGET(A HANDLE THAT MAKES THE DEMOGRAPHIC TARGET COME ALIVE)
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Movers & Shakers
CORE DESIRE (THE DEEPEST, MOST POWERFUL, EMOTIONAL BENEFIT THAT THE CONCEPTUAL TARGET RECEIVES FROM THE BRAND)
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To be the sharpest tack in the stack
THE ROLE OF THE BRAND INFULFILLING THE CORE DESIRE (HOW THE BRAND BEST FULFILLS THE CORE DESIRE)
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We listen to you and develop tailor-made solutions to your business challenges
THE COMPELLING TRUTH (EVIDENCE TO SUPPORT THE BRAND’S ROLE IN SATISFYING THE CORE DESIRE)
The Lok Jack GSB has the ability, the capability and the expertise to analyse your situation, propose a solution and bring experts to the table to ensure world class execution that will deliver results
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World-class experts and relevant tailor-made programmes
SELLING IDEA
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We are expert tailors
BRAND POSITIONING STATEMENT
Target
Motivation
Competitive Frame
Benefit
Reason Why
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For the movers & shakers and high achievers
who are driven to be the best in their industry.
ALJGSB Executive Education offers them
the learning to develop and sharpen their skills by
having a partner with the process, faculty and track record to deliver customised solutions that work
THE CREATIVE
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PRESSOPTION A
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PRESSOPTION B
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PRESSOPTION C
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BROCHURE
OPTION A
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BROCHURE
OPTION B
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BROCHURE
OPTION C
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WEB
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Home Page
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Programmes Page
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Programmes Page
VIDEO CONCEPT
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POWERPOINT SLIDES
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POWERPOINT OPTION A
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POWERPOINT OPTION A
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POWERPOINT OPTION B
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POWERPOINT OPTION B
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POWERPOINT OPTION C
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POWERPOINT OPTION C
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NEXT STEPS Approve creative concept and direction Approve brochure design Approve print and web template Provide media schedule details Confirm timelines Approve creative costs Agree on launch plan for June Set deadline for 2nd presentation
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“ You do not just merely want to be considered just the best of the best. You want to be considered the only one who does what you do”
Jerry Garcia, The Grateful Dead.
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Thank You