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Briefing - Brand:Vega

Summary of Briefing
Brand – Vega

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Mission: Vega graduates a new bread of thinkers with expertise to generate innovative and sustainable brand ideas.

Positioning: wisdomwithmagic
(needs substance – self reflection and context in the way you think)

Concept: brand revitalisation (refer to four steps)

Target Market: Alumni (Orbit)
Students (part time and full time)

Aim: to increase advocacy of the brand
Promote and maximise the brand
Add value
(Increase value for students and alumni)
Our question: to create platforms for current and future sustainable involvement, by alumni and students, with the Vega family

Budget: zero based

Launch: mid October

It’s not just a PR campaign

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Started just with creative programs – brand communication school – integrate

Vega is a sustainable brand, not just a surface brand
Vega doesn’t believe in surface brands that just value to consumers.
To sell a brand you need awareness of the category
Vega is in a brand category not a marketing or advertising category.

Can we use brands with more meaningful ideas to add value?

Vega has products – the courses that they offer

There are 4 ideas:
Generating/stimulating brand culture internally
Revitalising brand consciousness internally and externally
Tapping and mobilising student alumni
Mobilising current student base to grow brand awareness

Current students – brand culture (students should be aware of what Vega is about. Both past and present)
Alumni – brand advocates (advising and guiding, send people, workshops)

A reason for students not coming back is that maybe Vega don’t have an offering that they want.

Vega wants to get alumni to orbit
What do Vega want from orbit and what does orbit want from Vega?
What will the aim of the brief do for Vega?
Fulfil/ speed up mission and vision. It will send out a new breed of thinkers

Most people here about Vega through word of mouth

Vega must promote that they are a healthy brand
Vega want/need to be stronger financially

If you have a strong inside, you’ll have a strong outside

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Alumni bring brands back into Vega
Alumni come back after about 2 or 3 years
Alumni who were at Vega 8 or 9 years ago (when Vega started) should be targeted now (20 –30 years old)
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Must put metrics in place to measure the success of the campaign

Take SMART objectives back into roll out

phase 1 presentation - feedback 22/08/09

which alumni do we speak to?

1. people who are involved with Vega but aren't alumni
2. alumni who are involved (lectures, guest speakers)
3. alumni who aren'e involved
4. look at successful alumni prorams

question for students and alumni

do you know that Vega had changed its pay off line?

alumni profiles

as part of the alumni interviews we would like to create alumni profiles..
this will include:
1. a photo of the alumni being interviewed
2. when they graduated
3. where they are now
4. rate vega out of ten

alumni quetions to be asked in interview

Questions for alumni

What made you go do Vega?
What was your Vega experience like?
Did the course you did at Vega equip you for the job you are doing?
Would you want to get involved with the Vega family again?
How would you want to get involved?
How can Vega facilitate that?
Do you feel that you can add value to the Vega family?Would you want to add value to current students lives, by being involved with Vega?