{"id":107,"date":"2016-01-17T09:18:43","date_gmt":"2016-01-17T14:18:43","guid":{"rendered":"http:\/\/regionals.highedweb.org\/ne16\/\/?post_type=schedule&#038;p=107"},"modified":"2016-03-17T09:31:57","modified_gmt":"2016-03-17T13:31:57","slug":"youve-rebranded-now-comes-the-hard-part","status":"publish","type":"schedule","link":"https:\/\/regionals.highedweb.org\/ne16\/schedule\/youve-rebranded-now-comes-the-hard-part\/","title":{"rendered":"You\u2019ve Rebranded. Now Comes the Hard Part."},"content":{"rendered":"<div id=\"conf-sch-single-meta\"><\/div><p>After more than a year of research and dialogue within our college community and with a brand consultant, Berklee\u2019s leadership approved a new brand identity and logo in early 2015. It is the first honest-to-goodness logo in the college\u2019s 70-year history, and achieving something akin to consensus at such an entrepreneurial, multifaceted music college was a major accomplishment. But for those of us rolling out the brand in print and other channels, the real work was only just beginning. Come to this session to learn about how the Berklee communications team tackled the project and learned lessons along the way such as:<\/p>\n<ul>\n<li>Initiating conversations with key \u201cclients\u201d long before the brand rollout begins<\/li>\n<li>Identifying your brand champions and asking for their help<\/li>\n<li>Using key, rebranded pieces to pave the way for other work<\/li>\n<li>Balancing straight talk and kindness when dealing with naysayers<\/li>\n<li>The importance of a well-planned rollout schedule<\/li>\n<li>Promoting collaboration at all times<\/li>\n<li>Why the term \u201cre-skin\u201d is misleading<\/li>\n<\/ul>\n<p>We\u2019ll also share other successes and challenges that will help you overcome hurdles that you\u2019ll face when your institution rebrands or goes through other significant changes in identity.<\/p>\n<div id=\"conf-sch-single-speakers\">\n\t\t\t\t<h2 class=\"conf-sch-single-speakers-title\">Speakers<\/h2>\n\t\t\t<\/div><script id=\"conf-sch-single-meta-template\" type=\"text\/x-handlebars-template\">\n\t\t\t\t{{#event_date_display}}<span class=\"event-meta event-date\"><span class=\"event-meta-label\">Date:<\/span> {{.}}<\/span>{{\/event_date_display}}\n\t\t\t\t{{#event_time_display}}<span class=\"event-meta event-time\"><span class=\"event-meta-label\">Time:<\/span> {{.}}<\/span>{{\/event_time_display}}\n\t\t\t\t{{#event_location}}<span class=\"event-meta event-location\"><span class=\"event-meta-label\">Location:<\/span> {{post_title}}<\/span>{{\/event_location}}\n\t\t\t\t{{#if session_categories}}<span class=\"event-meta event-categories\"><span class=\"event-meta-label\">Categories:<\/span> {{#each session_categories}}{{#unless @first}}, {{\/unless}}{{.}}{{\/each}}<\/span>{{\/if}}\n\t\t\t\t{{#event_links}}{{body}}{{\/event_links}}\n\t\t\t<\/script><script id=\"conf-sch-single-speakers-template\" type=\"text\/x-handlebars-template\">\n\t\t\t\t<div class=\"event-speaker\">\n\t\t\t\t\t{{#if title.rendered}}<h3 class=\"speaker-name\">{{{title.rendered}}}<\/h3>{{\/if}}\n\t\t\t\t\t{{{speaker_meta}}}\n\t\t\t\t\t{{{speaker_social_media}}}\n\t\t\t\t\t{{#if content}}\n\t\t\t\t\t\t<div class=\"speaker-bio{{#if speaker_thumbnail}} has-photo{{\/if}}\">\n\t\t\t\t\t\t\t{{#if speaker_thumbnail}}<img class=\"speaker-thumb\" src=\"{{speaker_thumbnail}}\" \/>{{\/if}}\n\t\t\t\t\t\t\t{{{content.rendered}}}\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t{{\/if}}\n\t\t\t\t<\/div>\n\t\t\t<\/script>","protected":false},"excerpt":{"rendered":"<p>After more than a year of research and dialogue within our college community and with a brand consultant, Berklee\u2019s leadership approved a new brand identity and logo in early 2015. It is the first honest-to-goodness logo in the college\u2019s 70-year history, and achieving something akin to consensus at such an\u2026<\/p>\n<p> <a class=\"continue-reading-link\" href=\"https:\/\/regionals.highedweb.org\/ne16\/schedule\/youve-rebranded-now-comes-the-hard-part\/\"><span>Continue reading<\/span><i class=\"crycon-right-dir\"><\/i><\/a> <\/p>\n","protected":false},"featured_media":0,"template":"","meta":{"_links_to":"","_links_to_target":""},"event_types":["session"],"session_categories":["marketing\/communications","redesign"],"class_list":["post-107","schedule","type-schedule","status-publish","hentry","event_types-session","session_categories-marketingcommunications","session_categories-redesign"],"event_date":"2016-03-18","event_date_display":"Friday, March 18, 2016","event_start_time":"16:45","event_end_time":"17:30","event_time_display":"4:45 - 5:30 p.m.","event_location":{"ID":67,"post_author":"32","post_date":"2016-01-17 07:50:02","post_date_gmt":"2016-01-17 12:50:02","post_content":"","post_title":"Cleveland L2","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"cleveland-l2","to_ping":"","pinged":"","post_modified":"2016-01-17 07:50:02","post_modified_gmt":"2016-01-17 12:50:02","post_content_filtered":"","post_parent":0,"guid":"http:\/\/regionals.highedweb.org\/ne16\/\/?post_type=locations&#038;p=67","menu_order":0,"post_type":"locations","post_mime_type":"","comment_count":"0","filter":"raw"},"event_speakers":[{"ID":106,"post_author":"32","post_date":"2016-01-17 09:16:48","post_date_gmt":"2016-01-17 14:16:48","post_content":"Rob Hochschild has worked at Berklee since the early days of email, first as a publicist, then as website editor, and most recently as director of communications, a job his boss says is the hardest one at the organization. He oversees the design and editorial teams, but, like the rest of us, spends most of his time working on web pages. Before joining Berklee, he worked as a newspaper reporter, radio news host, medical editor, and high-technology PR professional. He continues to work part-time in radio, and launched Berklee\u2019s first podcast in 2007.","post_title":"Rob Hochschild","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"rob-hochschild","to_ping":"","pinged":"","post_modified":"2016-01-17 15:01:59","post_modified_gmt":"2016-01-17 20:01:59","post_content_filtered":"","post_parent":0,"guid":"http:\/\/regionals.highedweb.org\/ne16\/\/?post_type=speakers&#038;p=106","menu_order":0,"post_type":"speakers","post_mime_type":"","comment_count":"0","filter":"raw","twitter":""}],"event_hashtag":"ne15","session_slides_url":null,"session_feedback_url":"https:\/\/www.surveymonkey.com\/r\/FPNWFPW","_links":{"self":[{"href":"https:\/\/regionals.highedweb.org\/ne16\/wp-json\/wp\/v2\/schedule\/107","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/regionals.highedweb.org\/ne16\/wp-json\/wp\/v2\/schedule"}],"about":[{"href":"https:\/\/regionals.highedweb.org\/ne16\/wp-json\/wp\/v2\/types\/schedule"}],"version-history":[{"count":0,"href":"https:\/\/regionals.highedweb.org\/ne16\/wp-json\/wp\/v2\/schedule\/107\/revisions"}],"wp:attachment":[{"href":"https:\/\/regionals.highedweb.org\/ne16\/wp-json\/wp\/v2\/media?parent=107"}],"wp:term":[{"taxonomy":"event_types","embeddable":true,"href":"https:\/\/regionals.highedweb.org\/ne16\/wp-json\/wp\/v2\/event_types?post=107"},{"taxonomy":"session_categories","embeddable":true,"href":"https:\/\/regionals.highedweb.org\/ne16\/wp-json\/wp\/v2\/session_categories?post=107"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}