Defining the Disciples of Christ Brand

All of us here at SimpsonScarborough are excited about a new project we just launched to help the 14 Disciples of Christ institutions explore their collective brand. Under the leadership of the presidents of Eureka, Lynchburg, and Midway colleges, SimpsonScarborough is tasked with conducting qualitative research designed to explore the defining attributes of a DOC education. What is it that binds these institutions together and makes them collectively unique compared to other types of institutions? This is the guiding question of the work.

Ultimately, the results of our research will be passed along to creative firm, Mindpower, of Atlanta, Georgia. They will develop a toolkit  providing each DOC institution with baseline information about how to communicate the distinctive attributes of Disciples of Christ institutions. It’s a first-ever effort for this particular collection of schools….and a unique initiative in higher education generally. Only the Jesuits have done a truly exceptional job of marketing an entire “category” of schools.

The project will surely be fraught with challenges. Mobilizing just one campus around a particular strategy for promoting its identity is difficult enough. Getting fourteen on that proverbial “same page” will be even trickier. But, we will pursue the truth and authenticity and trust that we’ll ultimately uncover a strategy that will effectively supplement the messages of each individual institution and build the visibility and credibility of foundational DOC brand. We’ll keep you updated on our progress here!

Elizabeth Scarborough

Click here to follow me on Twitter