Case Study/
Repositioning of the Community College Of Qatar
A brand communications strategy to resposition the Community College of Qatar
Established in 2010 as Qatar's first community college, the Community College of Qatar expanded in 2017 to become a university college. This growth allowed it to offer bachelor’s degrees alongside diplomas, positioning it as the largest university college and the second-largest higher education institution in the country.
I developed a comprehensive brand marketing communication strategy aimed at revitalizing the college’s brand image in line with its 2023-2030 growth strategy. The focus was on enhancing the college's perception among key stakeholders, ensuring that the brand effectively communicated its evolving mission. Additionally, the strategy aimed to expand the college's brand presence and influence within Qatar, positioning it as the largest university college in the country.
Scope of the project
Research: Understand the college brand, internal perception, the competition, and identify stakeholder needs
Strategy: Determine the desired approach and develop ideas to launch and maintain the new brand, values and identity
Delivery: Deliver an integrated brand marketing plan across various channel to activate the brand and create and drive engagement with the college stakeholders across various channels
Success: Analyze and optimize brand, campaign and channel performance to improve output on short and long term basis
The research showed key areas
that needs to be addressed
Redefining the college’s brand strategy to reflect its national stature
Differentiating the college by emphasizing on its unique value propositions
Enhancing the marketing communications strategy to improve overall visibility
Leveraging B2B Communications to improve employer perception
Addressing the current brand shortcomings
Understanding: Ensure the community is fully aware and understands the Community College of Qatar's new brand approach through proactive communications and outreach
Credibility: Build credibility by reinforcing the brand with key initiatives and relevant marketing campaigns
Nurturing: Engage with stakeholders through tailored initiatives
Growth: Continuously evaluate and optimize the marketing communications output
Brand Reveal Video
A cinematic video to unveil the new brand identity of the Community College of Qatar. The film beautifully portrayed the intertwined journey of students, the college, and the broader community, showcasing how they strive, face challenges, and persist in their pursuit of success—mirroring our own journey in developing the brand identity. Each scene was set against the backdrop of the college's distinctive programs, highlighting its deep connection to the community
and its role in shaping futures.
Brand reveal video for the Community College of Qatar
Overarching Statement
Community College of Qatar is the largest national university college, offering distinctive undergraduate programs and diverse educational opportunities, empowering various segment of the Qatari society to pursue their goals and develop their professional skills to support the growing local market demands.
Key Messaging and Values
National Pride: We cultivate a deep sense of national pride and community engagement among our students, ensuring that they succeed academically and contribute positively to Qatar’s economic, cultural, and social fabric.
Distinction: We provide distinctive degree programs that are closely aligned with evolving market demands to equip our graduates with the required skillsets to lead in a knowledge-based economy.
Flexibility: We offer flexible educational pathways through hybrid learning models and adaptable scheduling to accommodate the unique circumstances of our students.
Empowerment: We empower various segments of Qatari society to pursue higher education through a comprehensive educational system so they can achieve their goals and aspirations.
Collaborative: We foster strategic partnerships with local and international stakeholders to advance knowledge and create a bridge between academic preparation and professional practice.
The brand Identity
The new logo for the Community College of Qatar embodies its vision and national identity as the largest national university college in Qatar. It highlights the college's unique role as part of the Qatari community, as reflected in the word 'Community' itself.
The logo was designed with renowned Qatari Artist, Fatima Sharshani, using traditional Arabic calligraphy that blends heritage and modernity. The maroon 'Maroon' color, a key feature of the logo, symbolizes pride and national identity. The fluid, harmonious Arabic script reflects the college's adaptability in meeting the diverse needs of its students and the evolving demands of the job market.
