jacksonville state university- rebranding a university
DESCRIPTION
When the time came to develop a new brand and marketing strategy for Jacksonville State University, Birmingham-based Big Communications was called on for their help bringing the new JSU brand to life with a new logo, television commercials, web site, print campaign and admissions video. The result was "JSU-- Where You Are Going," which netted BIG and Jacksonville State 10 ADDY Awards from the Birmingham (Ala.) Advertising Federation. The university also won a special award-- The Mosaic Award for Diversity.TRANSCRIPT
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todays mission
share and discuss.
review strategy and development of the JSU brand.
discuss next steps for moving forward.
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the situation:
Accepting more conditional students. Retention rates declining. Trying to reach 10,000 student goal.Distance education program.
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CurrentStudent
1st Generation
Lower Income
Conditionally Accepted
Financial Aid
Future JSU Student
Higher ACT scores (avg. 22)
International/Transfer
Financially dependable
Online
SEMP + NEW BRAND IDENTITY
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current perception
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JUST SHOW UP
absence of awareness
easy to get into
community collegelimited social and academic
opportunities
anonymousparty school
cheap
secondary
athletics over academics
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BRAND NEW PERCEPTION
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Perception
pop culture
peers
school identity
media
teachers
parents
technology
entertainmentmentors
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accredited schools
individual attention
location
the right size
great value
great faculty
campus facilities
Rational
good fit for me
respected institution
pride in school
understands who I am
acceptance
Emotional
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a new a new perceptionperception
respected school
smart decision
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competitive perception
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perception of university in relation to other schools
low end high end
JSU
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the objective:Build a brand that will entice potential students of a
higher caliber to place JSU on their considered set
list and encourage existing students to complete
their education with JSU.
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potentialstudents
give JSU relevancyand resume appeal.
make it a smart decision for them and their parents.
current alumni influencers
instill pride and promote connection
on campus.
need to givealumni a reason to
reengage.
make JSU a recommended
option.
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the strategy:
Revolutionizethe way people identify with Jacksonville State University.
RepositionJSU as a respected leader in the region.
Reinvigoratethe current study body and alumni support for JSU.
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The revolution starts with a redesign.
There is much more to an identity than simply the logo. However, the logo does serve as a powerful visual communication tool. It gives insight into what people can expect from the school.
The logo should serve as a catalyst for change and breathe new life into the brand and represent the university’s new direction.
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How we think about logos
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Our Beliefs #1A logo doesn’t have to do everything
But it does have to do some things well
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QuickTime™ and aTIFF (LZW) decompressor
are needed to see this picture.
Our Beliefs #2subtle encodes can remove significant hurdles
quality, progressive, leader
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Our Beliefs #3
But, it is still only the beginning of the dialogue
You only get one chance
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Our Beliefs #4
Encode messages that can beunlocked by the viewer
Encodes get decoded
Relationship gets deeper
Recall and affinity are enhanced
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QuickTime™ and aTIFF (Uncompressed) decompressor
are needed to see this picture.
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Our Beliefs #5There are many different ways to skin a cat.
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where are we currently?
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traditionalup to dateacademiccollegiateevolutionexpected
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where could we go?
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Modern Energetic
PersonableOwn-able
ProgressiveDistinctIconic
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Repositioning starts with hitting reset.
Our communication messaging should exceed their expectations.
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campaign concept
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Where You’re Going
JSU is focused on the most important thing for students - their future. This campaign positions JSU as the partner they need to get there.
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distance education
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TV
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website
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microsite
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Reinvigorate through reinvention.
Instilling a sense of pride with alumni and current student body must happen at every touchpoint. Alumni and students who are proud to be associated with the University, will become the most powerful tool in promoting it.