Manhattan Announces Marketing and Identity Initiative

Last month, Manhattan College formally announced that the College has engaged the services of SME, Inc. to conduct the new marketing and identity initiative. The project will provide market insights, benchmarking, an evolved brand identity, a new website, and a new branding campaign for the College.

“After a long and thorough search, we have selected SME to work with us on this important initiative,” said Brennan O’Donnell, Ph.D., president of Manhattan College. “The Manhattan College community knows very well our great strength and even greater potential. We have a long tradition of excellence and of innovative response to contemporary challenges. It's time to get word out to a broader audience." 

All aspects of the marketing and identity initiative will be completed in May of 2011, and the SME team will engage feedback from faculty, administration, staff, students, prospective students, parents, guidance counselors, donors, alumni and trustees.

SME methodology is a four-step process:

Stage 1: Listen
Interviews will be conducted individually and collectively with all the
College¹s constituencies. Internal and external knowledge will be collected
and a comprehensive report consisting of opportunities for communication, a
needs assessment and analysis with recommendations will be developed.

Stage 2: Define
Findings from the listening phase will be presented and discussed and key
points identified to provide a deeper understanding of the institution. New
strategies for positioning the College will be addressed.

Stage 3: Express
The core assets as they relate to the identity of the College will present
themselves in the form of a new logo and website, and an overall new public
face in the world of higher education and beyond.

Stage 4: Engage
This phase will connect the new brand to the internal and external College
community through a brand launch and rollout strategy.

Stay tuned for more information on the marketing and identity initiative.