Challenge. The environmental program of Higher Education Institution lacked a regional organization, standards, and brand presence in the six north Puget Sound counties in which it operated. Program principals wanted a sustainable business plan that considered various options for organizational structure, program design, branding/marketing strategy, and funding strategy, among other considerations, as well as a strategy to expand the program to all twelve Puget Sound counties in the ensuing ten-year period.
Approach. The program manager and I worked collaboratively put together a project advisory team. I then interviewed internal stakeholders and external SMEs; designed, administered, and analyzed an online market survey to determine the program’s brand perception and presented the results on a perceptual map; collectively developed a brand strategy; performed a competitive analysis; facilitated the project advisory team through a SWOT analysis; researched alternative program and funding models; led regular project team meetings; and synthesized all information to develop a draft business plan that was presented to the project advisory team for review.
Results. Although the project was canceled before completion, program principals received a thorough organization and program assessment. I’ve also since confirmed that many of the key recommendations have been implemented by the program.