HCDC Branding Workshop Summary

SUMMARY

The Center for Social Communications and Alumni Affairs of Holy Cross of Davao College (HCDC) recently conducted a successful Institutional Branding Workshop on February 21, 2023. This was the first of a series of consultations, workshops, and focus group discussions intended to enhance HCDC’s brand and image.

The primary objective of the Institutional Branding Workshop was to raise awareness of HCDC’s brand and to strengthen its connection with the stakeholders. Specifically, the workshop aimed to:

1. Develop a better understanding of institutional branding

2. Identify the HCDC’s key brand values, attributes, and benefits

3. Create a unified brand message that resonates with stakeholders

4. Develop a communication plan to effectively promote the brand

The workshop was attended by eighty (80) participants from different sectors of the college, namely: students, alumni, employees, administrators, and faculty. The workshop opened with a brief welcome message from Br. Noelvic H. Deloria, S.C., HCDC President, followed by an overview of the workshop objectives and activities.

Meanwhile, Mr. Armand Dura of Center for Integral Evangelization gives an overview of the spiritual aspect of the New Crusaders, one of the previous branding attempts of the institution, as well as deepening the understanding of the HCDC Vision and Mission statement.

Mr. Derf Hanzel Maiz also established the branding journey of HCDC highlighting the victories and triumphs of the promotional efforts of the institution in the past decade.

Due to time constraints, the workshop proper was brief where participants were asked to answer three (3) questions:

QUESTIONS OBJECTIVES

What unique characteristics of HCDC have made the biggest impression on you?

This question is an important part of the Institutional Branding Workshop as it helps to identify the specific aspects of the college that are most memorable and impactful to those who have interacted with it. By understanding the unique characteristics of HCDC that have made the biggest impression on its students, faculty, staff, and other stakeholders, the college can better understand what aspects of its identity to emphasize and highlight in its branding.

This process allows the college to better distinguish itself from other institutions, both in terms of its offerings and its values, and to create a more unified and unified identity that will be more attractive to potential students, faculty, and donors.

What do you think sets HCDC apart from other educational institutions?

The objective of asking this question is to gain a deeper understanding of how HCDC is perceived by Holy Crossians and the public, and how it stands out from other educational institutions.

This will help in developing a more effective institutional branding strategy that will capture the unique attributes of HCDC and differentiate it from other educational institutions. By understanding what sets HCDC apart, we can create a clear and compelling message that will resonate with potential students, alumni and the public.

What do you think would be the best way to capture the essence of Holy Cross of Davao College in a few words?

The objective of this question is to identify the most suitable and memorable words or phrases that can succinctly capture the mission, vision, and core values of HCDC. Through this exercise, HCDC will be able to develop an effective and meaningful tagline that will be used for their institutional branding. This will enable HCDC to communicate the distinctiveness of their college in a concise and impactful manner.

HCDC Branding Roadmap

This workshop is part of the entire HCDC Branding Roadmap that is aimed at creating a direction for the HCDC’s branding and image building efforts.

Branding Guidelines

HCDC Branding Workshop

HCDC Strategic Planning

Word Cloud

Focus Group

Discussion on HCDC Branding Guidelines

Draft, Proposal, and Approval

Launching of HCDC Branding

The participants were asked to group together the similar answers to come up with themes and subthemes.

Through their inputs, the organizers were able to come up with the following word cloud.

A word cloud is a graphical representation of the frequency of words used in a given text. It is typically used for visualizing the theme of a text and is often used in marketing and branding activities. Word clouds provide an easy way to identify the main themes in a text, allowing participants to quickly identify the most important concepts and ideas.

What unique characteristics of HCDC have made the biggest impression on you?

In the first question, “What unique characteristics of HCDC have made the biggest impression on you?”, the results of the word cloud showed that the majority of the participants answered that the unique characteristics of HCDC that made the biggest impression on them were “Catholic Education, Inclusive, Holistic, Diversity and Community”.

The answers provided by the participants were indicative of the strong Catholic identity and values of HCDC, as well as its inclusive, holistic, diversed and community-oriented nature. The answers were also reflective of the strong sense of community and unity that exists within HCDC.

This feedback from the participants is a positive indicator that HCDC is doing a great job in creating a culture and an environment that is welcoming and supportive of all students, regardless of their backgrounds and beliefs. Furthermore, it shows that HCDC is effectively communicating its mission and values to its stakeholders.

What do you think sets HCDC apart from other educational institutions?

Meanwhile, in the second question, “What do you think sets HCDC apart from other educational institutions?”, the most common responses were “Catholic Education”, “Quality”, “Centers”, “Archdiocesan”, and “Service”.

The participants agreed that HCDC’s Catholic education is one of its most distinct features. This is due to its commitment to providing quality education that is in line with the teachings of the Catholic Church. The participants also noted that HCDC has several centers that specialize in different areas such as research, integral evangelization, internationalization, sports excellence, social communications, and culture and arts.

Another aspect that sets HCDC apart from other educational institutions is its Archdiocesan mission and identity. This means that the institution is committed to serving the local community and to being a positive force in the development of Davao City and neighboring cities and municipalities. Lastly, the participants highlighted the service-oriented attitude of the staff and faculty at HCDC. This is evident in their dedication to providing quality education, as well as in their commitment to making HCDC a safe and welcoming environment for all students.

Lastly, in the question “What do you think would be the best way to capture the essence of Holy Cross of Davao College in a few words?”, the most frequent words used by the participants were “Cross”, “Quality Education”, “Values”, “Change”, “Good”, “Christ”, “Formation”, “Global”, “Change” and “Service”.

These words accurately reflect the values and mission of HCDC. The “Cross” represents the Catholic faith that is at the heart of the HCDC’s educational philosophy and mission. “Quality Education” reflects the college’s commitment to providing the best educational experience possible to its students. “Values” reflect the importance of instilling Christian values in its students. “Change” reflects the college’s willingness to embrace change and remain relevant in the ever-changing educational landscape. “Good” reflects the college’s commitment to doing good in the community. “Christ” reflects the Christ-centeredness of the community. “Formation” reflects the college’s commitment to forming its students in their faith and to be of service to others. “Global” reflects the college’s commitment to preparing its students to be successful in a global society. “Service” reflects the college’s commitment to serving the community and the world.

This reveals that the participants believe that the most important aspects of HCDC include its religious foundation, commitment to providing quality education, and its focus on developing values, good character, and global engagement.

What do you think would be the best way to capture the essence of Holy Cross of Davao College in a few words?

Synthesis

by Br. Noelvic H. Deloria, S.C., President

Bro. Noelvic H. Deloria, HCDC President, identified the image of the cross in his synthesis, saying that there is no need to look any further as to the image, because it is the “Holy Cross” after all – a powerful image.

He highlighted the four quadrants of the cross, and pointed out four aspects of each quadrant: Self, Others, Essence (being), and Brand.

What he sees in the first quadrant related to the first question during the workshop is about “me and my experience with Holy Cross”. This is also based on the compiled answers of the workshop participants.

The second quadrant, Br. Deloria mentioned, “this is Holy Cross in relation to others”. He emphasized that this is where HCDC can see the Unique Selling Proposition (USP) and what makes HCDC different from other Catholic schools. The same question he asked during the time when HCDC was at the rock bottom: “do we still have the chance to rise up?”. He shared that he gathered a few people and asked the same question to which they replied that HCDC can still rise up because of its strengths.

Next, he discussed the “essence of HCDC”, and essence, as he emphasized, is very important because it really talks about who HCDC really is as an educational institution.

The quality service of the faculty and staff of HCDC - being servant leaders - is the result of actions of Holy Crossians. Actions that demonstrate that HCDC is caring, nurturing, and has many other good qualities. Holy Crossians should check that those actions support the brand name and return to the essence of who they are and their beliefs, as it is their anchor. Their actions should be based on their beliefs, and they should ask why they are doing what they are doing. And it is what their beliefs should be.

Self Others USP

Br. Deloria believes that belief could be abstract. But even if it is abstract, he clarified, that it is only when something is being done, being observed, or being touched, where an abstract reality becomes concrete.

Thus, to express the belief, the proper experience has to be provided. With this, Br. Deloria stressed the importance of the “community spirit” in HCDC, citing that even Pope Francis is emphasizing that a Catholic School is not only an institution, but a community.

Br. Deloria stressed that HCDC doesn’t need to compare itself to others. However, he mentioned that HCDC can still differentiate itself from other schools through benchmarks to get an idea of where HCDC stands. For example, when HCDC looks at the data from Commission on Higher Education (CHED) regarding tuition fees per unit, HCDC is in the 800 per unit range, while some are at 300 per unit. This compels HCDC to deliver quality education since the institution is already at a higher tuition cost. This data is important to consider when HCDC wants to provide quality education, because the tuition is now above average in the region.

This should push HCDC even further to fulfill its duties and responsibilities towards the students and also for students to take care of their education because it comes with a cost.

Br. Deloria also mentioned that HCDC must keep in mind the stiffer competition, not only among private schools, but also due to the mushrooming of state colleges and universities and local colleges.

Citing the Mandanas Rule, a Supreme Court Ruling that provides opportunities for improving service delivery through enhanced decentralization by improving the capacity of Local Government Unit, Br. Deloria said that this will eventually lead to improvement of public schools. Thus, making the competition stiffer especially for private schools.

Then he proceeds to the fourth quadrant in the illustration which emphasizes the aspect of branding and the relationship to the first three quadrants. For him, this is where the self-assessment, our assessment with others, and our anchor (essence) come together. According to him, if HCDC knows and is confident of who it is, then it can move forward.

Br. Deloria then proceeds to the discussion of the result of branding. He emphasizes that “the result” is from “action/s” of Holy Crossians.

Also, here in HCDC, he said, one can see this image, where there is a sense of family, a sense of being Christ-centered, and how one can support each other and how one can be welcoming and inclusive. Therefore, he underscored, if these beliefs are sustained, this will produce the proper actions, and these actions will produce the kind of brand that the Holy Crossian wants people to see.

In addition, Br. Deloria also highlighted that branding is not just about creating a logo or a catchy tagline; it is also about culture. Culture is reflective of who HCDC is, and provides an insight into HCDC identity. He said that a successful brand is one that is able to communicate its values and beliefs through its culture.

In conclusion, Br. Deloria leaves this message, that branding is not only about who Holy Crossian is, it is also about the mission, about carrying the cross with joy.

Addendum:

It was evident that the last quadrant is the area of the unknown. This area is similar to that of the Johari Window, and is an area that is yet to be discovered, where continuous improvement can be achieved as the institution grows and matures. The brand is the culture that is desired, that others may perceive, and that expresses the essence of the institution. The brand is a self-concept that needs to be embodied in the curriculum/programs, activities, language, relationships, and mindset of the institution’s members. It was concluded that this was an excellent way to start, as the strategic plans are made to concretize the brand-culture.

Evaluation

The Institutional Branding Workshop of Holy Cross of Davao College was conducted to create an effective and efficient branding strategy for the College. The Workshop was attended by all stakeholders of the College, including faculty, staff, students, alumni, and representative of the Board of Trustees. The evaluation of the Workshop revealed that the participants were highly satisfied with the quality of the training and the results they achieved in the end. They felt that the Workshop was well-organized and the content was useful and relevant to the needs of the College. The participants also felt that the Workshop provided them with the opportunity to learn more about the importance of branding and how to effectively implement the strategies. Consequently, the evaluation of the Workshop concluded that it was a successful endeavor.

INSTITUTIONAL BRANDING WORKSHOP

Nothing

11.

12. What are your suggestions/recommendations to improve similar activities in the future

Hand-pick people who have background on marketing to come up with branding plans for the school.

Part 2 of this seminar/workshop with different stakeholders of HCDC.

you for organizing this.

It would be great to have atleast another seminar about this so that we can know the updates of the branding.

About the crusaders name which really receives different opinions. None since all of the topic and activities are mind opener. Since its called a workshop, we should atleast include activities not only answering questions but activities that will help both the school, students and employees to come close to one another, be able to interact.

HCDC Non-Teaching Personnel / Academic Non-Teaching Personnel

HCDC Student The way the speaker explain on how to collaborate and to adapt into the institution. In all the activities, I really learned a lot and it helps me a lot to mold as a better person.

HCDC Faculty all the activities none -

HCDC Faculty

More time, so that it could have more activities.

HCDC Faculty the presentations and the FOOD including its packaging/preparation when ends did not meet, re proposed branding - New Crusaders a more specific bakgrounder prior to the event

HCDC Student WORKSHOP N/A

Everything is excellent

HCDC Non-Teaching Personnel / Academic Non-Teaching Personnel The active participation of the attendees nothing conduct the workshop for at least two days

HCDC Student The Branding Process The Branding workshop when everyone participated More time, so that all suggestion will be answered

What I like the most is introduction up until the end because it is a big help to me as one of the student leaders to gain additional knowledge on how important is the Branding in every organization.

HCDC Student

As for this question there is no part in the activity that disappoint since I was able to open my mind in objective of this activity I don't have any recommendations at all

HCDC Faculty The activities presented are very engagin. none, all aspects of the activity are very nice. none so far

I entirely appreciate the process of involving the different sectors of the school community.

I have not considered anything least to be liked. I cannot think of any suggestion at the moment but a sincere appreciation and congratulations to the team for the successful workshop. God bless your efforts.

HCDC Faculty

HCDC Non-Teaching Personnel / Academic Non-Teaching Personnel The workshop and introduction on branding. n/a

Integration of the spiritual perspective to branding.

HCDC Non-Teaching Personnel / Academic Non-Teaching Personnel workshop, branding process & suggestions, comments from the team. n/a n/a

The presentation of the Branding's meaning, importance, purpose and objectives in our Institution. N/A

HCDC Non-Teaching Personnel / Academic Non-Teaching Personnel

HCDC Student Reflection / Sharing of Ideas

Please invite representatives from the Catechetical Studies. It will be nice also to include our School Chaplain for the next workshops.

God bless!

Overall the activity is good and well delivered. Job well done.

HCDC Faculty The activity is participated in by the different sectors of the HCDC community. None.

HCDC Student The way the speaker explain, it is more organize and realistic. So far, the activity is very productive.

HCDC Non-Teaching Personnel / Academic Non-Teaching Personnel The workshop and introduction on branding. n/a

HCDC Student The activity that was conducted during the seminar. None.

Admin Able to emphasize the importance of branding in HCDC and convey the message that all stakeholders must participate.

HCDC Faculty The team shared that all the participants shared their inputs in matters discussed.

None

None

None.

In my opinion, it should have more time so that it could have more engagement in the activity.

Integration of the spiritual perspective to branding.

None.

The program flow is good already.

The activity was well presented.

HCDC Branding Workshop