Evocca College is one of the newest additions to the Prime Learning group. They are a registered training organisation offering nationally-recognised qualifications that are designed to help their students succeed. The team at Evocca is focused on delivering accredited courses that help their students develop the qualifications they need to make their dreams a reality. Evocca’s philosophy is about removing the barriers to learning by facilitating flexible study options, to deliver ‘college your way’.
“I had always been a bit of a brand skeptic, and thought if you were good at sales the rest would take care of itself. When I was faced with a fundamental shift in the way we needed to do business, I knew we needed a helping hand. DAIS helped us express our goals and vision, and when this was articulated I was completely blown away. It was like a light came on, and I thought to myself, this is it!”
Robert Gordon, Director
STRUCTURE FOLLOWS STRATEGY
DAIS worked with the executive management team to interpret their vision into a brand strategy that would begin to mobilise the business.
The first step was to define the brand. DAIS’ strategy included developing a new trademark name, Evocca, (meaning to evoke the potential within), as well as creating the language and positioning for the brand, and designing a new logo and visual identity system.
The brand marketing strategy and collateral were also conceptually modelled at this stage so the full brand vision could be understood and embraced by key stakeholders and approved by Evocca’s Board.
INTERNAL AND EXTERNAL ALIGNMENT
Each of Evocca’s tools and resources needed to be aligned to the brand strategy.
DAIS created design templates where possible to empower Evocca’s internal marketing team and provide them with the frameworks they needed to manage the collateral as a living and constantly evolving brand communication system.
DAIS’ design and marketing expertise was leveraged to ensure all collateral communicated with consistency and reflected the architecture established within the strategy development phase.
PROVING BRANDING IS A PROCESS NOT A PRODUCT
The results achieved reflect Evocca’s dedication and discipline around the branding process, which has been embedded across the business to create a successful, sustainable brand marketing strategy.
DAIS has been engaged consistently since brand inception, and has worked with Evocca to create a structured Brand Behaviour Manual that articulates how the brand communicates and behaves at every touchpoint of their student engagement model.
DAIS has also embedded the brand across staff induction processes, a critical sustainability factor as the business has grown quickly and exponentially.
In January 2013, Evocca contracted DAIS to coach their executive team through a 12-month BrandMe Executive Coaching Program, to create initiatives that align even more deeply with the core brand.
CREATING SUSTAINABLE DISCIPLINES & PROCESSES
Through a series of consistent BrandFire and BrandTune sessions, DAIS has kept brand innovation on the agenda for Evocca.
These sessions have resulted in new marketing strategies, ideas for new collateral, and new performance improvement processes that are being embedded across the business.
DAIS has also presented to management teams across the organisation in Queensland, Victoria and New South Wales to inspire them to understand the strategy and follow the brand disciplines, and to ensure they have the structures in place to train their teams using the Brand Behaviour Manual.
Evocca and DAIS have created a powerful brand partnership that extends across multiple layers of Evocca’s business, from the director, to campus managers and faculty heads, to course advisors, career coaches and their teams.