Portage was nominated to lead a round table discussion on its new corporate branding strategy at the 2010 Marcom Professional Development Conference on June 11, 2010. Hosted by Colterman Marketing Group and the Centre for Excellence in Public Sector Marketing, the theme of the conference this year was “Marketing with authenticity,” focusing largely on non-profit and government-run organisations.
Stéphanie Gareau, Portage’s Director of Communications and Governmental Affairs, presented Portage’s new branding strategy along with Courtney Mullins, Portage’s Online Communications Coordinator, and Kim Fuller, President of Phil Communications, the graphic design company that Portage works with. The objectives, execution, and integration of the branding strategy were discussed with the attendees and the new brochures, posters, banners, online newsletters, and corporate publications were presented, along with the plans for the new website.
The goal of Portage’s new branding strategy is to speak more directly to Portage’s target audiences and to engage them in a more interesting and dynamic way. The new visuals are much more appealing and colourful and the copy is laid out in such a way that it is much easier to read and more accessible to Portage’s clienteles. They have been extremely well received by the public and have been embraced by Portage staff members, who now feel a heightened sense of pride in the organisation they work for, especially the Admissions Officers who present Portage’s programs at schools and conferences.
At the end of the conference, Portage was presented a plaque of Recognition for Excellence in Marketing.
To view Portage’s newly branded documents, go to the Publications section of the Media Centre.