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DEFINE YOURSELF: BRANDING
A COMMUNITY COLLEGE that’s EVERYTHING
to EVERYONE
#CCbrandIng @zhhender @vispoint
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Introductions
Zac VisionPoint Marketing
@zhhender | @vispoint | #CCbranding < < <> > >
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About VisionPoint> Established in March 2001 & located in Raleigh, NC with team of 20 > Serve: Large & Small; Public & Private; Grad, Post-Grad, Undergrad, CC > Specialize in online marketing consultation and execution in higher ed > Web, branding, inbound marketing, strategy, consultation, etc. > No ‘one size fits all’ approach (focus on what’s right for the client) > Speaking on HE marketing at CASE, AMA, eduWeb, + regionally
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Agenda
1. Intros
2. What is a brand?
3. Branding in Higher Education
4. 5 Steps to Building Stronger Brands
5. Results: Looking Back
#CCbrandIng @zhhender @vispoint
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What is a ‘brand’? (Special thanks to Paul Isakson)
#CCbrandIng @zhhender @vispoint
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BRAND =
COLLECTIVELY, WHAT
PEOPLE SAY, FEEL & THINK
ABOUT YOUR PRODUCT,
SERVICE OR COMPANY.
©2008 Paul Isakson
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A STRONG BRAND =A COLLECTION OF COHERENT IDEAS AND EXPERIENCES WITH A PRODUCT OR SERVICE OVER TIME.
©2008 Paul Isakson
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a person’s perception of a product, service, experience or organization
What is a ‘brand’?
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A GREAT BRAND IS A GREAT STORY.
©2008 Paul Isakson
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CAMPAIGNING
©2008 Paul Isakson
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STOP CAMPAIGNING.
START COMMITTING.
©2008 Paul Isakson
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CAMPAIGNING =
CHANGING YOUR CORE
BRAND MESSAGE TO FIT
WHAT YOU THINK PEOPLE
NEED OR WANT TO HEAR
TODAY SO THAT THEY BUY
YOUR PRODUCT OR SERVICE.
©2008 Paul Isakson
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CAMPAIGNING = MARKETING FOR SHORT TERM GAINS
©2008 Paul Isakson
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POLITICIANS CAMPAIGN
©2008 Paul Isakson
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©2008 Paul Isakson
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CAMPAIGNING LEADS TO A CONSTANTLY CHANGING STORY.
©2008 Paul Isakson
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PEOPLE AREN’T SURE WHAT TO THINK OF YOU.
©2008 Paul Isakson
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YOU DON’T REALLY HAVE A BRAND.
©2008 Paul Isakson
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YOU HAVE A PRODUCT OR SERVICE WITH SOME POTENTIALLY INTERESTING MARKETING.
©2008 Paul Isakson
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NO LOYALTY
©2008 Paul Isakson
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STOP CAMPAIGNING
©2008 Paul Isakson
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and s
COMMITTING
©2008 Paul Isakson
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COMMITTING =BUILDING YOUR BRAND ON CORE PRINCIPLES THAT NEVER CHANGE.
©2008 Paul Isakson
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COMMITTING = MARKETING FOR LONG TERM GROWTH
©2008 Paul Isakson
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MEAN JOE GREENE
HILLTOP(TEACH THE
WORLD TO SING)
BOTTLE(SHAPE)
POLARBEARS
HOLIDAYS
SECRETFORMULA
HAPPINESSFACTORY
GRANDTHEFTAUTO
REFRESHMENT
HAVE A COKE AND A SMILE
ROCKWELL
COCA-COLA MAKES YOU HAPPY
Brand Molecule: The Brand Innovation Manifesto by John Grant©2008 Paul Isakson
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NIKE HELPS YOU BE VICTORIOUS
AIRJORDAN
LEBRON
BOKNOWS
NIKETOWN
NIKE+
THESWOOSH
NIKEPLAYGROUND
TIGERWOODS
THEHUMAN RACE
RUNNINGCLUBS
RONALDINHOVIDEO
REVOLUTIONTV SPOT
DON IMUSTHANK YOU
LETTER
JUST DO IT
Brand Molecule: The Brand Innovation Manifesto by John Grant©2008 Paul Isakson
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COMMITTING =CREATING AN EVOLVING COLLECTION OF COHERENT BRAND IDEAS AND EXPERIENCES OVER TIME
©2008 Paul Isakson
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COMMITMENTS CREATE
BRAND LOYALISTS©2008 Paul Isakson
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DEFINE WHO YOU ARE & WHAT YOU STAND FOR.
COMMIT TO IT.
©2008 Paul Isakson
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IF YOU DON’T DEFINE YOUR BRAND, SOMEONE ELSE WILL.
©2008 Paul Isakson
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START COMMITTING
©2008 Paul Isakson
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A GREAT BRAND IS A GREAT STORY.
©2008 Paul Isakson
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Speaking of stories . . .
#CCbrandIng @zhhender @vispoint
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colleges are a lot like white sedans.
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Unless you have a STRONG BRAND
there’s little reason for prospective students to choose
you over another offering in their considered set.
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= safety
= class
= performance
= fun
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Branding in Higher Ed Why is this SO important for CCs?
#CCbrandIng @zhhender @vispoint
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Current-state of CCs (the GOOD news!)
#CCbrandIng @zhhender @vispoint
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Community colleges are “one place where we are out in front of other countries.” – Richard Riley, former U.S. Secretary of Education
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The BAD news ...
#CCbrandIng @zhhender @vispoint
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Regarding their offerings, Community Colleges are EVERYTHING to EVERYONE(How the heck do you brand THAT?!)
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CC Target Audience
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BAD(most) Community College brands are really
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The case for strong brands in CCs> Similar to buying a car, education is a high involvement process
> Decision to attend an institution of higher education is expensive, long term and provides many options to choose from
> Too many choices, too little time
> Audience is generally very unclear on what CCs offer
> CCs face a lingering negative perception (last resort)
> The reputation of a school is a huge factor in the decision-making process for most students
> Trust has been lost: fewer and fewer believe that going to college and possibly taking on debt is going to lead to success
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HUGELYThe bottom line: Higher Ed has become a
competitive industry
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Colleges & Universities125
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Some schools have ‘stronger’ brands than others
#CCbrandIng @zhhender @vispoint
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There’s only so much you can control
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5 Steps to building a stronger brand
#CCbrandIng @zhhender @vispoint
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About Wake Tech> Chartered in 1958, First opened its doors in 1963 > Largest CC in North Carolina, serving over 69,000 students > 5 campuses, 2 training centers > 1st All-LEED campus in the U.S. > Hallmark programs: Nursing, Culinary Arts, Simulation & Game Development > Recently revamped website & brand with VisionPoint
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Discovery1 #CCbrandIng @zhhender @vispoint
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Primary Research
#CCbrandIng @zhhender @vispoint
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Usage Habits - Events> Respondents were asked to answer questions about their needs
and usage habits of the website.
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In a stakeholder survey with approximately 150 responses from 5 different perspectives/levels across the college, we asked to choose the attributes that best fit Wake Tech:
> Accountable
> Friendly
> Established
> Diverse
> Service Oriented
Top Attributes
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Competitive Landscape
#CCbrandIng @zhhender @vispoint
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Other Community Colleges
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Nearby Universities
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Competing Private Institutions
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I am a Phoenix
The Kaplan Commitment
Capella University: Matter
Let Nothing Stand In Your Way
0 to Bachelor’s in 2.5
Education for the Future
Where Dreams Take Flight
Get There.
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Competitive Landscape Takeaways
> Compete directly with partners
> Mix of public and private competition
> Not much direct CC competition
> You are competing against perception/confusion as much you are against others with similar offerings (“I didn’t know they did that.”)
> Great Opportunity: establish your brand without having to be too reactionary to competition (‘own’ who you are)
Wake Tech holds a unique competitive position:
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Stakeholder Interviews
#CCbrandIng @zhhender @vispoint
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Groups
Staff Employers Leadership Curriculum Students Continuing Education Students
#CCbrandIng @zhhender @vispoint
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Sample Stakeholder Interview Questions
> Tell us about your unit/offering
> Tell us about your role here
> What are the goals for your unit/offering?
> What are the biggest challenges you face?
> Who is your target audience?
> What do you want to communicate?
> What is the school’s brand?
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Staff
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Themes from Staff> Affordable but high quality
> A central cog to the community
> Large college with diverse offerings
> Passionate about making a difference in students’ lives
> Wake Tech’s culture inspires faculty/staff to make a difference
> Responsive growth as community and industry changes
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Employers
#CCbrandIng @zhhender @vispoint
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Themes from Employers> Evolving, improving offerings
> General community unaware of full extent of offerings
> See Wake Tech as a ‘bridge’ (to opportunities)
> Faculty and staff are extremely helpful and passionate
> Current brand and personality is decentralized with no clear message
> Provides practical, real-world education
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Leadership
#CCbrandIng @zhhender @vispoint
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Themes from Leadership> Want Wake Tech to be the first choice, not the last resort
> ‘All things to all people’
> Expect high quality work from students, faculty and staff
> Responsive not reactive
> “Best kept secret in Wake County”
> Mission driven, want a culture that inspires people to make a difference
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Students
#CCbrandIng @zhhender @vispoint
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Themes from Curriculum Students> College is well respected in the community and within the college
> Good relationships with universities foster obtainable path to a 4-year program
> They desire a stronger sense of community
> Knowledgeable and passionate faculty who care
> Wake Tech exceeded their expectations
> Breadth of offerings available
> “Easy to get in, hard to get out”
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Themes from Continuing Education Students> Found experience welcoming and friendly
> Faculty is very motivational, and helps students gain the confidence necessary to break out of their comfort zone
> Wake Tech is their key to a better life
> Extremely appreciative and grateful (this group gets it)
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Aggregate Themes
#CCbrandIng @zhhender @vispoint
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Aggregate Themes> Passionate people that want to make a difference (they care)
> Welcoming, friendly and encouraging environment
> Exceed expectations (always room for improvement)
> Challenging academics
> Dependable and accessible
> Responsive not reactive (able to adjust to changing times & needs)
> Diverse (breadth of offerings)
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You should have a solid understanding of your college’s
culture, its competitive landscape, its business goals,
and its target audience.
#CCbrandIng @zhhender @vispoint
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Brand Attributes2#CCbrandIng @zhhender @vispoint
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Brand Attributes are> Words or short phrases that encompass the personality of a brand
> Inspirational
> Rallying points
> The foundation for brand development
> Criteria for tactical and strategic decisions
Brand Attributes are NOT> A detailed description of what you do
> Granular
> Your organization’s tag line
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innovative
stylish
intuitive
cool
casual
easy-going
friendly
=
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Brand Messaging Workshop
#CCbrandIng @zhhender @vispoint
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Compassionate
PassionateInvolved
Accessible
Helpful
Welcoming
Approachable
Friendly
Hard Working
Disciplined
People Focused
CommunityCaring
Empowering
Motivational
Fulfilling
High QualityExcellent
Successful Resource
Results Oriented
Credible
Leader
Challenging
Prestigious
Pride
Exceeding Expectations
Well Known
Traditional
Necessity
Dependable
Safe
PracticalUnassuming Passive
UtilitarianSimple
Convenient
UsefulStrait forward
AccountableTrustworthy
Aggressive
Cutting Edge
Edgy
Technological
Bold
Innovative
State of the ArtRe-inventing
Hands-On
Flexibility
Agility
Evolving
Broad
DynamicNimbleEver-Changing
DiverseStepping Stone
Bridge
Life Changing
Transitional
Guide
Facilitator
Affordable
Economic
Low Cost
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Compassionate
PassionateInvolved
Accessible
Helpful
Welcoming
Approachable
Friendly
Hard Working
Disciplined
People Focused
CommunityCaring
Empowering
Motivational
Fulfilling
High QualityExcellent
Successful Resource
Results Oriented
Credible
Leader
Challenging
Prestigious
Pride
Exceeding Expectations
Well Known
Traditional
Necessity
Dependable
Safe
PracticalUnassuming Passive
UtilitarianSimple
Convenient
UsefulStrait forward
AccountableTrustworthy
Aggressive
Cutting Edge
Edgy
Technological
Bold
Innovative
State of the ArtRe-inventing
Hands-On
Flexibility
Agility
Evolving
Broad
DynamicNimbleEver-Changing
DiverseStepping Stone
Bridge
Life Changing
Transitional
Guide
Facilitator
Affordable
Economic
Low Cost
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Compassionate
PassionateInvolved
Accessible
Helpful
Welcoming
Approachable
Friendly
Hard Working
Disciplined
People Focused
CommunityCaring
Empowering
Motivational
Fulfilling
High QualityExcellent
Successful Resource
Results Oriented
Credible
Leader
Challenging
Prestigious
Pride
Exceeding Expectations
Well Known
Traditional
Necessity
Dependable
Safe
PracticalUnassuming Passive
UtilitarianSimple
Convenient
UsefulStrait forward
AccountableTrustworthy
Aggressive
Cutting Edge
Edgy
Technological
Bold
Innovative
State of the ArtRe-inventing
Hands-On
Flexibility
Agility
Evolving
Broad
DynamicNimbleEver-Changing
DiverseStepping Stone
Bridge
Life Changing
Transitional
Guide
Facilitator
Affordable
Economic
Low Cost
Passionate, Motivational High Quality,
Top-tier
Useful, Applicable
Leading Edge
Agile, Dynamic, Responsive
Transitional, Life Changing
Accessible
Friendly, Welcoming
Diverse
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Brand AttributesWAKE TECH-SPECIFIC
> Reputable
> Welcoming
> Passionate
> High-quality
> Life-Changing
> Diverse
> Value
> Accessible
> Responsive
COMMUNITY COLLEGE-WIDE
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The Story3#CCbrandIng @zhhender @vispoint
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A brand is the essence of one’s
own unique story.
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3 concepts
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VisionPoint Media. Copyright © 2012. All rights reserved.
Diverse, yet unified
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VisionPoint Media. Copyright © 2012. All rights reserved.
Stories of Wake Tech
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VisionPoint Media. Copyright © 2012. All rights reserved.
Freedom to fly
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Brand AttributesWAKE TECH-SPECIFIC
> Reputable
> Welcoming
> Passionate
> High-quality
> Life-Changing
> Diverse
> Value
> Accessible
> Responsive
COMMUNITY COLLEGE-WIDE
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Our goal is to take what is truly unique and amazing about Wake Tech and create a compelling story out of it
LIFE-CHANGING JOURNEY
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Execution4
#CCbrandIng @zhhender @vispoint
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The Logo
#CCbrandIng @zhhender @vispoint
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“A logo is less important than the product it signifies; what it
means is more important than what it looks like.”
Paul Rand
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LIFE-CHANGING JOURNEY
Welcoming Beacon
Lights the Way
Inspiring & Warm
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Logo Treatments
#CCbrandIng @zhhender @vispoint
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Commit5#CCbrandIng @zhhender @vispoint
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Successful branding is what you do, not what you say or show.
!Successful branding requires delivering consistently positive
experiences for your constituents. It comes from keeping your promises to them, from earning their trust that your brand will do its best at every point of contact to deliver on what they
want and expect from you. !
To be the light that guides the way…
Living the brand#CCbrandIng @zhhender @vispoint
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Two Years Later (the BRAND come to life)
#CCbrandIng @zhhender @vispoint
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CAREERS IN HEALTH SCIENCES
2901 Holston Lane | Raleigh, NC 27610919-747-0400 | health.waketech.edu
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The future is in your hands.It is a choice, to follow or lead.Those who attend Wake Tech are aware of the possibilities and know that Wake Tech can be the start of a life-changing journey.
Are you a Wake?Share your success story!Submit your story to: [email protected]
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#CCbrandIng @zhhender @vispoint
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Thank you!follow VisionPoint: @vispoint | @zhhender follow Wake Tech: @waketechcc•
For more Higher Ed marketing insights, industry trends and case studies subscribe to our monthly email newsletter eduInsights. Sign up online by clicking here or go to: visionpointmarketing.com/eduinsights
#CCbrandIng @zhhender @vispoint