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Look before you leap - research as foundation for brand identity development
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Look before you leap - research as foundation for brand identity development

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NYSACAC conference, June 2012 hosted at Ithaca College

NYSACAC conference, June 2012 hosted at Ithaca College

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  • TRANSITION TO RACHEL\n
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  • When shown within pieces, asked:\n - which most catches your attention\n - which piece speaks most strongly to you\nUsed heat map technology to click on exact pieces they found most and least appealing.\n
  • Presented alone and in a business card format (tell story of confusion)\n - select one logo that best compliments the attributes IC is seeking to convey\n - open ended feedback\n - summarize what we heard\n
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  • :15 SEC VIDEO IS HERE\n
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  • Process outcomes:\n * New brand statement, brand promise, brand identity and core messages\n * New logo and visual identity\n * New identity standards\n * New templates\n * New brand awareness advertising campaign \n * New licensing and trademark enforcement program\n
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Look before you leap - research as foundation for brand identity development Look before you leap - research as foundation for brand identity development Presentation Transcript

  • Look before you leap: Research as a foundation for brand identity development Eric Maguire Vice President, Enrollment and Communication Rachel ReubenAssociate Vice President, Marketing Communications
  • Topics we’ll coverStarting & launching a re-branding effortTactics for gaining buy-inThe research process
  • Identifying the ProblemsNo single core message(s) used college-wideLogo did not contain the word “College,” making advertising out of theimmediate area challengingPrint + web (or anything else) were not integratedExtremely siloed structure
  • Identifying the ProblemsLogo gardenDeclining demographicsIncreased competitionSupport college’s strategic plan: IC 20/20
  • Establishing buy-inWorking GroupCMACTraveling road showArticulate research process
  • Selecting partnersRFP - April 201021 responses4 finalists to campus1 firm selected
  • Creating the brand identityAlumni Attitude Study (previous - 2009)Focus groupsPerception and image studyBrand identity developmentRefinementInternal stakeholders pitch
  • Brand StatementIf there’s one thing we know for sure, it is this:The future is uncertain. At Ithaca College, we’re ready for it.Here, in a college town hailed as idyllic, we prepare students for reality. Nomatter what their majors, we teach them to think critically – acrossdisciplines, across boundaries, across cultures.We make sure they have real-world experience – through practica,internships, jobs, and travel abroad.From Day One, everything we do is aimed at helping students develop thecompetence and confidence they’ll need to make their way in to the world.There’s one other thing we know for sure: No matter what the future holds,Ithaca graduates will be ready.Watch them change the world.
  • The identity and creative concept test Audiences surveyed: prospective students currently enrolled students faculty/staff alumni higher ed peers
  • The identity and creative concept test Tested three Ready executions
  • The identity and creative concept test Tested two logo executions
  • The identity and creative concept test Themes that emerged Logo needed further refinement New execution for ready needed People preferred stories that focused on students Didn’t like fear factor in copywriting Preferred a more collegiate look
  • ithaca.edu/ready
  • Follow-up ResearchFocus group-tested before it went liveLaunch was August 31, 2011Advertising and perception study with parents of admitted students insummer 2012Follow-up perception study in fall 2014
  • Questions? Eric Maguire Vice President, Enrollment and Communication Rachel ReubenAssociate Vice President, Marketing Communications Twitter: @rachelreuben