Breaking down perceptions into something you can manage, with Craig Millar, Knowledge Layer
Craig says: "Perceptions can be misleading! My nephews attend the same school I did over 20 years ago, and my perception of their school experience is based on mine, which in some instances is pretty negative and in most generally unfair. This is the uphill battle that many of us face. There is no easy answer or quick wins, however reputation is always on the minds of our Executive Teams.
Perceptions are often based less on fact and more on historyand hearsay:
- Perceptions vs reputation – what should you measure?
- Understanding perceptions – the sector, your organisation, your competitors, yourselves
- Embed perception measures into your existing processes
- Create a brand positing strategy that drives perception altering communications
- Establishing measures, solutions and evaluation tools to prove successful change
Following nearly 10 years in further education leadership, I decided to establish a company that can help you break down some of these sometimes overwhelming or expensive tasks like brand management and reputation. The Knowledge Layer is not a consultancy or a marketing communications agency, our birthplace is insights and turning time-consuming but not impossible tasks into something supported and delivered for all. We are delighted to have been welcomed to deliver one of the College Marketing Network’s sessions. Our promise to you is that this is not a sales session, consider it support and confidence building. This offer is our only bit of sales - if you do want to engage with us, there is a 20% discount for all College Marketing Network Members on our first release insight reports so sign up to a demonstration for your college on our website. (Please note, you must be in current membership of CMN to benefit from this offer.)"
This event is run as part of the College Marketing Network's "Wednesday Workshops 2021" series of online CPD and training. More titles to follow. Open FREE to marketing teams in CMN member colleges only. Booking by invitation to CMN member colleges only - watch for emails from the CMN office.