The Prominence Partners â€œA creative consulting firm in collaboration with Morrison Dynamicsâ€?
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
CEO Morrison Dynamics
Research and Development
The Prominence Partners
Progress of Presentation I. Our Client II. Research III. Golden Circle IV. Proposal V. Bowman and Deal VI. University Pillars VII. Conclusion
â€œWith first-rate conference centers in three beautiful locations, we have the ideal setting for your next event.â€? Eric Farkas
Locations Newark Clayton Hall Conference Center
Wilmington (2) Goodstay Conference Center Arsht Hall
Lewes Virden Retreat Center
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
Inside Clayton Hall
Why Clayton Hall? !
Relevant to UD Students
Passionate about UD
Convenient / Proximity
Connection with Director
Opportunities for Change
Our Initial Meeting !
Customers are consistently pleased
Regularly hosting various events
Strong devotion from staff
In need of renovations - - General - - Structural - - Technological
â€œWe have a great group or people, who do great things, and yet there is still a deficit each year.â€? Jackie Licari
Hands-On Approach !
Understand the Culture
Understand the Business
Secondary and Primary Research - Interviews - Competitive matrix
Idea Generation Assess
- Through application of leadership concepts
Research and Development
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
A Stride Ahead !
JMU Conference Assistants – – – –
Planning Meals Parking Transportation and facility layout
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
Clayton Hall Strengths " Physically incorporated on campus " Conveniently located by Courtyard Marriott " Available Year-Round " Strong interpersonal relationships
Clayton Hall Challenges " Financial - Aramark, Shaner Hotel Group, UD " Outdated Facilities " Relationship with University
Opportunity for Change
Our client is a FOR-PROFIT organization, but are running a DEFICIT every year.
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.
WHAT Implement a beneficial change proposal to Clayton Hall
HOW Improve clayton hall through renovations, rebranding and fostered relationships.
WHY As passionate UD Students, we want to make our school the best and most prestigious it can be.
Key Obstacles to Success I. Disconnect from students II. Weak partnerships III. Need for rebranding
I. Disconnect from the Students "
Students are unfamiliar with the purpose
No student resources through Clayton Hall
Auxiliary Services - Reframing to the forefront of UD’s active campus
I. Disconnect from the Students Solution: !â€Ż
We recommend opening Clayton Hall to the academic realm of UD Offering DLE for event planning and organizational leadership majors. - Conference Assistants
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.
II. Weak Partnerships
Shaner Hotel Group (Marriott)
Aramark Food Services
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
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.
II. Weak Partnerships Solution: University of Delaware -Will be reinvigorated through the integration of academics into Clayton
II. Outdated Facilities FUNDING for RENOVATIONS
More revenue from active business partners
II. Outdated Facilities Solution: Renovations - Carpet, paint, seating, lighting, drapery, technology #â€Ż #â€Ż
Allows Clayton Hall to remain competitive Lasting benefits - Present and Future
III. Need for Rebranding - Unclear / inconsistent brand message - Outdated reputation
III. Need for Rebranding Solution: Rebranding Project - Great marketing opportunities - Renaming to Clayton Conference Center - Symbolized through new logo - Distinguished and recognizable
Assessment through Leadership Concepts
Assessment Our solutions were formulated through the lens of Bolman and Deal’s framework for “Reframing Organizations”.
Bolman and Deal Human Resources
Mission Sami Berry
Initial Assessment e
ur t c u tr
n a m Hu rces ou s e R
lic o b Sym
MISSION MISSION Sami Berry
a c i t i l Po
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.”
A Balanced Organization Human Resources
MISSION Sami Berry
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”
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
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
Human Resources • Powerful interpersonal relationships • Strong supportive team • Poster child for Creating We’s we-centric culture
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.
University Pillars â€œThe 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 packageâ€?
1. Citizen University 2. Smart Money 3. East Coast Classic 4. Idea Leadership 5. Discovery Learning 6. Talent Magnet
Smart Money â€?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.â€? - Investments now have lasting financial benefits - Renovations means better business - Better business means higher revenue
East Coast Classic â€?University of Delaware is in the middle of it allâ€? - Bring in business across the east coast - Remain among the Top Universities - Dare to be FIRST
Talent Magnet - Attracts various talents - Host many camps - Host various business conferences - Show off HRIM program and students
Discovery Learning - Solving problems â€œhands-onâ€? - Apply to the real world - Implement HRIM program
"Teamwork is the fuel that allows ordinary people to attain extraordinary results" Thank You!