Analyzed advertising and promotion for market segments
As an entrée strategy, methodical caution would be the byword. Addressed in the larger paper are issues such as language, here we need to acknowledge the need for combined translation. Adjectives associated with an entrée branding would include such considerations as conservative and covert. There is no need for a “mass” advertising campaign. Given the focus on corporate alliances, other considerations are more appropriate, such as a tagline consistent with the branding that is in place. Without presuming to offer such a tagline, the suggestion is that it reflects a leading with the institution's strengths (Branding Strategy Insider, the branding blog, 2007 (& 2010)).
The smart and judicious use of product placement may also be worth considering. The current president of Indonesia, Susilo Bambang Yudhoyono, is a graduate of Webster University, an American University (Minneapolis/St. Paul). Has Argosy produced any one of Indonesian notoriety? Is there an Indonesian broadcast inextricably associated with intelligence where the presence of Argosy is able to be shown or mentioned periodically and peripherally?
With a nod to the youth contingency, our secondary segmentation, a reassessment of chachkies may be in order. Not so much the hoodie and t-shirts of most university bookstores, but the more sophisticated branded day planner, carrying cases, the logo embroidered long-sleeved button-down collared dress shirt and conservative business blouse, and perhaps even a branded net book.
Years after establishing the institution, when the University is ready to celebrate a larger student body from the secondary segmentation, the recommendation is that methodical caution continue. That said, the creation of poster artwork married to sponsorship packages for net cafés and e-ads for cell phones would be the flavor of avenues to explore.
Thought summary
Logistical considerations of economics, the design of faculty, and many other tangential considerations expect addressing in the larger paper. The meat of this document sought to focus on who is our target audience for what, how and why.
While the author has no illusions that this document would ever get leveraged into reality, he is confident that if the stars were ever so aligned as to find Argosy University actually considering such a proposition, this would be the path.
References
Boston University. (n.d.). Boston University Brand Identity Standards. Retrieved February 14, 2011, from http://www.bu.edu/brand/
Branding Strategy Insider, the branding blog. (2007 (& 2010), ). Building A University Brand [Web log message]. Retrieved from http://www.brandingstrategyinsider.com/2007/11/rebranding-a-na.html; http://www.brandingstrategyinsider.com/university_branding/
Free PDF ebook. (2010). Argosy University Logo PDF ebook. Retrieved February 14, 2011, from http://www.orthougm.com/argosy_university_logo.html
Speak , K. D., & Hanson , G. (2008, April 1). Brand Inside Meets Brand Outside (pdf article). Retrieved from : http://www.google.com/url?sa=t&source=web&cd=6&sqi=2&ved=0CD8QFjAF&url=http%3A%2F%2Fwww.brandtoolbox.com%2Farticles%2FKarl_Gil_Links.pdf&ei=hjxZTe7OPIOEtgfmvrykDQ&usg=AFQjCNFvCGlaC1eBFHBhbxJ0NkeD4ya-Tg&sig2=wcBEnSUhDFVeagGbHHYyIQ
Whisman, R. (2007). Internal Branding: A University’s Most Valuable Intangible Asset (academic paper). Retrieved from [pdf file]: http://www.google.com/url?sa=t&source=web&cd=4&ved=0CDQQFjAD&url=http%3A%2F%2Fwww.brandchannel.com%2Fimages%2Fpapers%2F460_Internal_Branding_final.pdf&ei=AR5ZTeqrJZOEtgfmpaiJDQ&usg=AFQjCNGO5C1sUqd-ksY2Oa7ZMufT_QPGZA&sig2=LBHUdcm36_BUpCGDr0B7wA
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