Building a Corporate University: Reinvention
Summary: Every business has to reinvent itself, even in small ways, over time to stay competitive. The Corporate University must take steps to reinvent, as well. Here are some things to look at when considering a fresh, new approach – even after a short period in business.
The reinvention of the Corporate University should occur, even in small measure, regardless of what you’ve discovered in an assessment or re-evaluation. You’re not looking to change the overall brand, because you want that to stay indelibly identified with the organization and its University. But you do want to make small changes and publicize the successes or coming successes of the University.
Building a Corporate University: Marketing and Promotion
Summary: When it looks like the Corporate University is ready to go, it’s time to think about marketing and promotion. The University must be promoted like any other part of a business, so let’s look at some of the aspects of making this happen.
One of the first considerations to make in advertising and promotion for the University is the “nuts and bolts” of marketing: logos, branding, and color palettes. This is another time when you’ll need the assistance of the internal marketing department or the external consultant. Think about branding in general. Your organization probably has a “look and feel” that is both internal and external. For example, when you walk into a popular chain restaurant you usually know where you are just because of that “look and feel”. Is this something you want the University to reflect? Many Corporate Universities, just like traditional universities, create a logo that goes on all materials, both online and in print. This furthers the look and feel and ensures that when someone in the organization uses an online reference, a quick reference card, or a course manual, they know they are accessing the University’s knowledge base. Logos can also be used on business casual clothing for instructors. Along with branding comes a color palette, a definition of the colors and color combinations that can be used in all University materials, both online and print. The marketing department can help you come up with all of these great tools. (more…)
Building a Corporate University: Resources
Summary: Our next step in building a Corporate University is to determine resources. You must take into account the costs, staff needs, delivery systems, locations, and marketing before going to your executive team for funding.
You’ve taken the time to assess learning needs and possible delivery methods across the board, removing the “nice to know” and taking a hard look at the “need to know”. Now you must consider the resources you’ll need to make it all happen, not only from a cost perspective but also to paint a picture of how big the enterprise is going to be.
When it comes to staff, a Corporate University is a difficult proposition. It’s hard to know how many instructors you’ll need or how many people you’ll need to manage those groups. But it’s (more…)
