Robotics Grand Opening Campaign:

Launch of a new, uniquely branded for-profit unit providing nationally recognized robotics training for the top three robotics manufacturers in the world. Challenges included integration of three college logos, balanced use of three manufacturer’s logos, attracting both new business and heavy launch-event traffic to a remote, rural location, a non-descript facility, and creating a brand for something that did not yet exist.

Regional stakeholders included elected and appointed state and local government officials; industry partners representing local, national and international companies; leaders from educational institutions, and numerous other for-profit and non-profit agencies, and the media.

From the selection of the color pallete to graphic elements, carefully framed messages on through to ephemera, the brand was designed to appeal to high tech manufacturing executives, training managers, and robotics-interested student prospects. The comprehensive branding package and marketing campaign launch leveraged a wide breadth of channels, including social media, direct mail/email, tradeshows, environmental marketing, all traditional mediums as well as new media such as virtual reality. The plan turned an underwhelming boxed building into an environment that generated awesome responses. The branding/campaigning generated standing-room-only attendance from regional C-suite executives, day-one student interest, week-one training orders, and national industry media coverage. The response from grand opening attendees was particularly stellar. The college president received a steady influx of commendations from the chancellor, elected officials, donors, and business leaders. The plan also included the release of the college system’s first virtual reality series of advertisements.

View branding and marketing items below that I designed and contributed to for this large marketing campaign.