Learning Resources

Abstract: First, I will explain what I consider to a brand to be. This will give me a framework to look forward to the possible futures of the college or university brand. I will summarize some key trends facing your target consumers: future students and the employers of those students and come to some obervations about the realtionship between our brands and these "consumers". I will then illustrate some of this thinking with a real example where I have, in recent months, been able to work with a small collee in Portland to try to out some of this thinking and help create a University Brand.

Abstract: Building cost escalation has forced up the price of new campus housing to the point that, under conventional planning and construction methods, dormitory space can cost as much as $10,000 or more per bed. Given such costs, many institutions find it difficult if not impossible to finance new housing without raising student rental charges to prohibitive levels. In response, a number of institutions have sought ways to provide housing at substantially lower cost. One solution is the so-called "turnkey" approach, in which a developer plans, designs, and builds new housing to meet the institution's specifications at a predetermined, fixed cost. This article describes the successful application of the turnkey technique at three institutions--the Universities of Rhode Island, Vermont, and Delaware.