It was time for Virginia-based Reynolds Community College to investigate current market perception of its brand, potentially leading to a brand-building initiative. Reynolds chose Padilla as a partner in this important work.
We began by conducting extensive qualitative research with leadership, faculty, students, alumni and the local business community. The research led to a brand refresh and new positioning built on the career preparation strengths of the college: "Where Outstanding Careers Get Started." The brand position is adaptable, easily configured to highlight a number of outstanding career programs at Reynolds -- "Where Outstanding Nurses Get Started" and "Where Outstanding Chefs Get Started," along with "Entrepreneurs," "Accountants," "Welders" and more.
The brand's adaptability was widely applauded by the college and warmly welcomed by the faculty and staff. It is anchoring an ongoing, integrated campaign that the college is currently rolling out.