Aljgsb may 2011

EXPERT EXECUTIVE EDUCATION

AGENDA

Background

Objectives

Selling Strategy

Creative

Next Steps

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BACKGROUND The Lok Jack Graduate School of Business

Known for offering excellent graduate programmes Not as well known for offering both In-Company customised

training programmes and corporate learning solutions (short programmes)

Competitors include TTHTI SBCS INTAD RDI Caribbean Bordercom etc

The Lok Jack GSB must create a clear difference for its Executive Education Programmes as this is a cluttered landscape, and position itself as the expert in industry

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STRATEGY

To differentiate Executive Education on the following: Tailor-made - customised training programmes that get

results Proprietary Internal Diagnostics & Assessment Centre The ability to source the best experts in your industry

area, even internationally

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OBJECTIVES OF CAMPAIGN

To meet 2011 registration goals

To raise awareness of Executive Education as

measured by a 20% increase in current levels

To position the Executive Education Unit as the

premiere institution for management training

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SELLING STRATEGY

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SELLING STRATEGY

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Today’s

Position

“ALJGSB offers graduate programmes and short courses”

Where we want to take it:

OurAmbition

“ALJGSB delivers customised business solutions that work”

CONCEPTUAL TARGET(A HANDLE THAT MAKES THE DEMOGRAPHIC TARGET COME ALIVE)

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Movers & Shakers

CORE DESIRE (THE DEEPEST, MOST POWERFUL, EMOTIONAL BENEFIT THAT THE CONCEPTUAL TARGET RECEIVES FROM THE BRAND)

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To be the sharpest tack in the stack

THE ROLE OF THE BRAND INFULFILLING THE CORE DESIRE (HOW THE BRAND BEST FULFILLS THE CORE DESIRE)

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We listen to you and develop tailor-made solutions to your business challenges

THE COMPELLING TRUTH (EVIDENCE TO SUPPORT THE BRAND’S ROLE IN SATISFYING THE CORE DESIRE)

The Lok Jack GSB has the ability, the capability and the expertise to analyse your situation, propose a solution and bring experts to the table to ensure world class execution that will deliver results

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World-class experts and relevant tailor-made programmes

SELLING IDEA

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We are expert tailors

BRAND POSITIONING STATEMENT

Target

Motivation

Competitive Frame

Benefit

Reason Why

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For the movers & shakers and high achievers

who are driven to be the best in their industry.

ALJGSB Executive Education offers them

the learning to develop and sharpen their skills by

having a partner with the process, faculty and track record to deliver customised solutions that work

THE CREATIVE

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PRESSOPTION A

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PRESSOPTION B

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PRESSOPTION C

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BROCHURE

OPTION A

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BROCHURE

OPTION B

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BROCHURE

OPTION C

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WEB

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Home Page

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Programmes Page

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Programmes Page

VIDEO CONCEPT

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POWERPOINT SLIDES

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POWERPOINT OPTION A

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POWERPOINT OPTION A

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POWERPOINT OPTION B

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POWERPOINT OPTION B

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POWERPOINT OPTION C

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POWERPOINT OPTION C

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NEXT STEPS Approve creative concept and direction Approve brochure design Approve print and web template Provide media schedule details Confirm timelines Approve creative costs Agree on launch plan for June Set deadline for 2nd presentation

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“ You do not just merely want to be considered just the best of the best.  You want to be considered the only one who does what you do”

                         Jerry Garcia, The Grateful Dead.

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Thank You