Andy Dewar

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• In 1991, Aberdeen College of Commerce, Aberdeen Technical College and Clinterty College of Agriculture merged to form Aberdeen College • The College was part of the local authority education service and structure until31 March 1993 Since its incorporation in 1993 the College trebled its enrolments from 14,914 to 45,524 (01/02).

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ABERDEEN COLLEGE OF COMMERCE ABERDEEN TECHNICAL COLLEGE CLINTERTY COLLEGE OF AGRICULTURE

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…..college’s were known as ‘ColliCom’, ‘The Techie’ and ‘Clinterty College’ …interesting branding scenario? Bring in Saatchi& Saatchi headache……..

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• Break down ownership barriers Create new identity, new purpose including Team-building communication COMMON CORPORATE IDENTITY common aims action

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resources used ineffectively some (traditional) provision prohibitive to fund barriers (to change) had to be broken down relationship between support staff and academic staff required review (ie management, salaries) Locations reviewed Some hard facts

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Making it all work! can you cut it? The processes of merger can be traumatic or let’s say challenging

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MERGER/INCORPORATION is a COMPLEX process • Needs an action plan timetable • Clear mission statement • Ethos • Skills audit • Induction programmes • Evaluation • Planning sheets (Template for all areas) • Team leaders have major role in driving change - which is inevitable

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Fitness for purpose Need to slim down In early stage after incorporation College had 3 ‘schools’ with 20 different depts

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Financial implications effective delivery A radical approach to the structure of the College was implemented to assist communication, efficiency, and to achieve a straight line management structure.

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Food for thought The D word You may find that the organisation you have merged has duplication of services, in support staff, teaching staff and facilities provision - this can provide excellent staffing opportunities.

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In 1993 the College had 11 teaching sites – there are now 4 main sites: Gallowgate Clinterty Altens Gordon.

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so, where now? Aberdeen College is now Scotland’s largest college of further and higher education Last year we welcomed 5,400 full-time students sound scary? …best HMIe Report (2004) - of any college over a four year period with highest gradings for financial health and security.

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ALSO The College provides 8.5% of Scottish FE Wsum count of over 156,000 (SFE/HEFC)

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The College’s company – Aberdeen Skills and Enterprise Training Limited (ASET) The College operates in over 100 community based settings – enrolments have grown from 300 in 1991 to over 11,000 in 03/04 A new Business Development Unit was established in 2002 to promote work-based learning. OPPORTUNITIES OPPORTUNITIES

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where are we now ? After market research exercise every 3 years The Aberdeen College Brand attains 98% recognition Throughout the NE area - MR carried out by independent Aberdeen Journals MR Team.

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THE BRAND go for IT In addressing branding issue BOM authorised a £100,000 advertising spend to launch the College … this covered TV campaign, radio and press advertising ABERDEENCOLLEGE ……..when you want to know more

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So, what about the Brand In 1993 College adopted a new logo/trademark which incorporated the ‘colours’ of the previous organisations. This was designed by Head of Publicity and Marketing (in-house). Approval gained for initial Flying A logo. This is now a Registered Trademark. The following slides demonstrate The logo as used in exteriorsigning Adverts, internalfacilities and resources andhow it was used to positionthe Brand in NE ofScotland - and beyond.

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Key factors – which ones for you? Main points to ponder:  Staffing  Site rationalisation  Senior management  Support staff opportunities  Sectors? Depts? The Name Game Geography  Branding  Financing new brand/profile  Rationalisation of accommodation  Service area  Who travels where (students or staff)  The future  Community approach  College company  Contracts to handle ?

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PUBLIC RELATIONS communication Remember to set in place a proper PR procedure for communication with the press

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money, money, money! By sensible rationalisation of estates Buildings can be sold off to finance new developments eg Sports Centres or Centres of Excellence in: • Hairdressing • Sports • Music • Multimedia • New Industries ie IT • Art and Design • TV Production • Business Sciences ie Statistics • Product Development • Entrepreneurship

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For more information: www.abcol.ac.uk enquiry@abcol.ac.uk Tel: 01224 612000