When Seneca College set out to define a brand with unique recruitment, corporate and fund-raising potential, Riverhorse was selected to lead the process. We designed and managed an extensive program of field research consisting of elite interviews, surveys and focus groups. In one Internet-based survey of employees, alumni and students, more than 7,500 responses were received. In positioning the College and developing a brand promise that would engage a diverse stakeholder group, we facilitated workshops with the Executive Team and representatives from the faculty, administration and staff.
As a result of these workshops, we were able to reach consensus on a set of core values and a promise built on “responsive:” By being responsive to society’s changing needs, we promise an exceptional, post-secondary educational experience that prepares students for success in their chosen career.