Positioning Statement

A positioning statement is a description of our primary purpose. It is primarily an internal statement to be used as a guiding light for all materials, and under certain circumstances externally, if needed.

Our Positioning Statement

Philadelphia depends on us to be the catalysts for bringing social, cultural, and economic power to the people who will change this city. Through education we transform our city’s passion into action—propelling Philadelphia into a stronger future for all of us who love it and want to make it better. 

Tagline

A tagline is a short, memorable phrase that captures our brand essence and reinforces our positioning. It is an external statement. 

Our Tagline

Rise From Within

This message is a call to action, asking Philadelphians to recognize the power that we possess to improve the world around us and ourselves—power that comes from our lived experiences, talents and aspirations.

Brand Attributes

These attributes are the key principles that we communicate through every message or visual within our brand. These words and ideas can be used both internally and externally.

Welcoming: CCP is an inclusive community of learners where everyone can find the resources and opportunities they need to thrive. We lift each other up.

Sincere: We build on our students’ unique lived experiences and commitments. We offer learning formats, support services, and educational opportunities specifically designed to help students meet both their personal and professional goals.

Unapologetic: We’re proud to be the largest public institution of higher education in Philadelphia. We firmly believe everyone should have access to equitable educational opportunities that will lead to self-improvement and social mobility.

Resilient: Our community’s resilience and tenacity are inspirational. We work to remove any obstacles or barriers standing in our students’ way. 

Visionary: We are transforming our city’s landscape of opportunity. Our students are driving change in their own communities as role models, community leaders and members of Philadelphia’s educated workforce.

Mosaic: CCP supports, nurtures and celebrates diversity of all kinds—in lived experiences, talents, learning styles and goals. We feed students’ curiosity and provide the flexible environment needed to balance their studies with their additional commitments and responsibilities.

Key Audiences

Before you initiate a communication, it’s important to think about the audience(s) receiving the message. These are the key audiences we frequently communicate with and provide overarching messages and proof points that may be helpful as you craft your communication. Please note: This is not an exhaustive list! Depending on your needs, Strategic Communications can help you craft messaging to additional audiences.

Current and Prospective Students

Key Message:

We’re happy to have you as part of our community. You belong here!

Proof Points:

• We offer more than 100 degree and certificate programs, in addition to credit-free programming, to help you reach your goals—whether you’re looking to earn a degree, upskill or pivot careers.
• Here, you’ll find lower tuition than four-year schools, financial aid and access to scholarships.
• Fellow students, faculty and staff come from diverse backgrounds and help enrich your learning experience.
• Looking to earn your bachelor’s degree? Dual admissions and transfer agreements help ensure a seamless transition to a four-year institution.
• Take advantage of personal and academic support services, like free tutoring, to make sure you’re getting the most out of your experience.
• Take classes however it’s most convenient for you. Find flexibility with day, evening, in person, online, hybrid and HyFlex courses.
• Clubs, athletic teams and extracurricular activities help you find community on campus and offer opportunities to connect with others.
• Programs and courses align with the region’s workforce needs, so you can be confident when it’s time to begin or continue your career search.

Faculty and Staff

Key Message:

Thank you for your expertise and dedication. Your support of our students inspires them to rise from within.

Proof Points:

• You are experts in your field. Many of you have advanced or terminal degrees, have conducted research, published reports, and some of you teach at other institutions in the area.
• Your rich and varied expertise makes it possible for CCP to offer an education tailored to our students' needs. It’s not “one size fits all.”
• The students you’re helping today go on to help countless others as role models, community leaders and members of Philadelphia’s educated workforce.

Alumni

Key Message:

We’re proud of all you’ve accomplished. We hope you’ll share your success story with us and return to campus often. Let your CCP pride shine!

Proof Points:

• Eighty-five percent of recent graduates who are employed eight months after graduating remain in the area, contributing to the local economy and giving back to our communities.
• We frequently host events and programming inviting alumni back to campus to share their stories and engage with current students.
• We ask you to show your pride by wearing your swag, attending events and encouraging others to make the same smart decision you did.

Residents

Key Message:

Our students are your family members, neighbors, caregivers and employees—you may even be one yourself! Every CCP success story is a win for our entire city.

Proof Points:

• Wherever you are in life, there’s a CCP program or class that can help you (or someone you love) achieve important goals.
• You can be proud that CCP students are working hard to use their talents to create a better future—for themselves, their families, their communities and this city.
• We’re proud to be a trusted steward of taxpayers’ investment.

Local Employers

Key Message:

CCP is building the homegrown educated workforce you need to grow your business. By doing so, we’re ensuring wider participation in our city’s economic future.

Proof Points:

• If you have employees who need to reskill or upskill, encourage them to enroll at CCP—either in a degree program, professional development classes, specialized career training programs, workshops and more.
• Our students receive a quality education. But the best way to learn is by doing. We’re ready to partner with you on internships and other experiential learning opportunities to bring new energy to your workplace and introduce our students to professional settings.
• We also offer programming to support and enhance small businesses in our communities.

Influencers (Families, Counselors, Teachers)

Key Message:

We know you want the best for your student. You can trust us to help them use their talents to create a better future.

Proof Points:

• We have affordable, flexible post-secondary options for every student—whether they want a college degree or the training to get a high-skill, well-paying job.
• This is a welcoming, inclusive community where no two education or career paths are the same. We value and embrace our diverse student body.
• We have a wealth of support services to help students stay on track and graduate, and extensive transfer agreements to make it easier to continue their studies.