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The Prominence Partners “A creative consulting firm in collaboration with Morrison Dynamics�

Will Wojciechowski


Welcome Polly Weir Director, University of Delaware Conference Services

Dr. Karen Stein Associate Professor, Organizational and Community Leadership

Dr. Raheemah Jabbar-Bey Assistant Professor, School of Public Policy & Administration

Dr. Maria Aristigueta Director, School of Public Policy & Administration

Will Wojciechowski


CEO Morrison Dynamics

Creative Director

President

SWOT Analyst

Competitive Analyst

Research and Development

Marketing Manager

Content Analyst

Strategic Analyst

Resolution Management

The Prominence Partners

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Progress of Presentation I.  Our Client II.  Research III.  Golden Circle IV.  Proposal V.  Bowman and Deal VI.  University Pillars VII. Conclusion

Will Wojciechowski


Our Client

Eric Farkas


Conference Services

“With first-rate conference centers in three beautiful locations, we have the ideal setting for your next event.� Eric Farkas


Locations Newark Clayton Hall Conference Center

Wilmington (2) Goodstay Conference Center Arsht Hall

Lewes Virden Retreat Center

Eric Farkas


Clayton Hall (Newark, DE) !  !  ! 

Located on the North Green of UD’s Campus Over 25,000 Visitors a year Over 30,000 sq. ft. of Conference Space - 5,400 additional sq. ft. with Pencader Rooms

Features: Theater-style auditorium Large Dining Room Private meeting rooms Amphitheatre

Eric Farkas


Inside Clayton Hall

Eric Farkas

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Why Clayton Hall? ! 

Relevant to UD Students

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Familiarity

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Passionate about UD

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Convenient / Proximity

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Connection with Director

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Opportunities for Change

Jackie Licari


Our Initial Meeting ! 

Customers are consistently pleased

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Regularly hosting various events

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Strong devotion from staff

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Outdated facility

In need of renovations -  - General -  - Structural -  - Technological

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Jackie Licari


“We have a great group or people, who do great things, and yet there is still a deficit each year.� Jackie Licari


Hands-On Approach ! 

Understand the Culture

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Understand the Business

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Secondary and Primary Research - Interviews - Competitive matrix

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Idea Generation Assess

- Through application of leadership concepts

Jackie Licari


Research and Development

Rob Muniz


Competitive Analysis James Madison University Conference Services "  33,000 sq. ft. of conference space Room layouts –  –  –  –  – 

Classrooms Boardrooms Banquet Conference rooms Large theatre

Lodging–  Dormitories –  Hotels near by

Rob Muniz


A Stride Ahead ! 

JMU Conference Assistants –  –  –  – 

! 

Planning Meals Parking Transportation and facility layout

Technology- Audiovisual

Rob Muniz


Competitive Analysis University of Maryland "  40,000 sq. ft. of conference space -  1.5 miles from campus "  University sponsored visitors "  Meeting rooms -  Capacity up to 900 people

Rob Muniz


Clayton Hall Strengths "  Physically incorporated on campus "  Conveniently located by Courtyard Marriott "  Available Year-Round "  Strong interpersonal relationships

Melissa Garrison


Clayton Hall Challenges "  Financial - Aramark, Shaner Hotel Group, UD "  Outdated Facilities "  Relationship with University

Melissa Garrison


Opportunity for Change

Our client is a FOR-PROFIT organization, but are running a DEFICIT every year.

Melissa Garrison


Leadership Concepts

Alicia Meehan


Golden Circle By applying the Golden Circle to our group as an organization, we had a clearer understanding of not only what the purpose of the project was, and how we were going to do it, but also, and most importantly, why we were invested.

Alicia Meehan


WHAT Implement a beneficial change proposal to Clayton Hall

Will Lewis


HOW Improve clayton hall through renovations, rebranding and fostered relationships.

Will Lewis


WHY As passionate UD Students, we want to make our school the best and most prestigious it can be.

Alicia Meehan


Our Proposal

Keryn Arnold


Key Obstacles to Success I. Disconnect from students II. Weak partnerships III. Need for rebranding

Keryn Arnold


I. Disconnect from the Students " 

Students are unfamiliar with the purpose

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No student resources through Clayton Hall

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Auxiliary Services - Reframing to the forefront of UD’s active campus

Keryn Arnold


I. Disconnect from the Students Solution: ! 

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We recommend opening Clayton Hall to the academic realm of UD Offering DLE for event planning and organizational leadership majors. - Conference Assistants

Keryn Arnold


I. Disconnect from the Students Why this will work: UD focuses on academics first and business second, bringing Clayton into the academic realm will better position it to receive funding and attention from the university.

Keryn Arnold


II. Weak Partnerships

Shaner Hotel Group (Marriott)

Aramark Food Services

Colin Weir

University of Delaware


II. Weak Partnerships Solution: Marriott partnership - Commission based relationship - Some revenue from the rooms booked by people using Clayton Hall should be redirected to Clayton Hall

Colin Weir


II. Weak Partnerships Solution: Aramark Renegotiation - Renegotiating Food costs - Create a new and unique menu at Clayton Hall, giving reason for elevated costs of food service.

Colin Weir


II. Weak Partnerships Solution: University of Delaware -Will be reinvigorated through the integration of academics into Clayton

Colin Weir


Consequentially‌

II. Outdated Facilities FUNDING for RENOVATIONS

More revenue from active business partners

Colin Weir


II. Outdated Facilities Solution: Renovations - Carpet, paint, seating, lighting, drapery, technology #  # 

Allows Clayton Hall to remain competitive Lasting benefits - Present and Future

Colin Weir


III. Need for Rebranding - Unclear / inconsistent brand message - Outdated reputation

Keryn Arnold


III. Need for Rebranding Solution: Rebranding Project - Great marketing opportunities - Renaming to Clayton Conference Center - Symbolized through new logo - Distinguished and recognizable

Keryn Arnold


Assessment through Leadership Concepts

Sami Berry


Assessment Our solutions were formulated through the lens of Bolman and Deal’s framework for “Reframing Organizations”.

Sami Berry


Bolman and Deal Human Resources

Structural

Political

Symbolic

Mission Sami Berry


Initial Assessment e

ur t c u tr

n a m Hu rces ou s e R

lic o b Sym

S

MISSION MISSION Sami Berry

a c i t i l Po

l


Mission Statement University of Delaware “The University of Delaware exists to cultivate learning, develop knowledge and foster the free exchange of ideas”

Conference Services “Conference Services’ primary goal is to provide quality customer service to the University and to the broader community while generating revenue.”

Sami Berry


A Balanced Organization Human Resources

Symbolic

Structure

MISSION Sami Berry

Political


Structural •  •  •  • 

In need of new policies that will bring in revenue New goals need to be set and negotiated Align Clayton Hall’s vision with the overall hierarchy Clayton Hall’s staff does not have the power to change the overall structure •  Power and communication gets lost as it travels throughout the organization •  Although we propose general solutions – they can be implemented in “small wins”

Sami Berry


Symbolic •  Great work culture and interrelationship skills •  Their service works as their competitive edge •  The Clayton Hall team has what every organization should strive for: - cohesiveness - passion - strong work ethic - persistence in the face of obstacles

Sami Berry


Political •  Partner with the Marriott •  Partner with the HRIM major which would benefit students •  Over $400,000.00 in revenue for the Marriott •  No kick back from University of Delaware •  Symbolic framing: Bridge the gap between UD and Clayton

Sami Berry


Human Resources •  Powerful interpersonal relationships •  Strong supportive team •  Poster child for Creating We’s we-centric culture

Sami Berry


University Pillars We feel it is important to highlight the connection between our new vision of Clayton Conference Center with President Harker’s “Path to Prominence” pillars.

Ross Hyatt


University Pillars “The following are chapters in the UD brand story. While other institutions may have similar individual attributes, it is the way these attributes connect with and enhance one another that sets the University apart. These chapters or pillars comprise the unique UD brand package�

1. Citizen University 2. Smart Money 3. East Coast Classic 4. Idea Leadership 5. Discovery Learning 6. Talent Magnet

Ross Hyatt


Smart Money �Every state dollar invested in UD yields a nearly tenfold return for Delaware, and every year, the UD community spends $2.9 billion in the First State.� - Investments now have lasting financial benefits - Renovations means better business - Better business means higher revenue

Ross Hyatt


East Coast Classic �University of Delaware is in the middle of it all� - Bring in business across the east coast - Remain among the Top Universities - Dare to be FIRST

Ross Hyatt


Talent Magnet - Attracts various talents - Host many camps - Host various business conferences - Show off HRIM program and students

Ross Hyatt


Discovery Learning - Solving problems “hands-on� - Apply to the real world - Implement HRIM program

Ross Hyatt


Conclusion

Will Wojciechowski


Questions?

"Teamwork is the fuel that allows ordinary people to attain extraordinary results" Thank You!


Prominenece Partners