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Identity Crisis to Record Enrollment & Alumni Giving 
Andrea Ferguson David Hoard Jeanne Frazer 
AndiSites Jackson State U...
David Hoard Jeanne Frazer Andrea Ferguson 
Jackson State University vitalink® AndiSites 
Client Partner Brand Development ...
2009: A year of turmoil… 
3 years of enrollment decline 
Low morale 
Slow rebound from recession 
Limited marketing dollar...
Leadership and a new beginning… 
Accountability 
Performance 
Excellence 
Customer Service 
David Hoard | Jackson State Un...
100 students = $1M 
David Hoard | Jackson State University 
Marketing = Investment
Jackson State in Midst of All-Time Great HBCU Branding Campaign. “If branding, or lack thereof at historically black colle...
Jeanne Frazer | vitalink®
Jeanne Frazer | vitalink®
Jeanne Frazer | vitalink® 
http://www.vitalinkweb.com/university-brand-revitalization/
Jeanne Frazer | vitalink® 
http://www.vitalinkweb.com/solutions/strategic-marketing-research/
I have something to say 
Jeanne Frazer | vitalink®
Tease Campaign 
JSU Building Banners 
Outdoor Billboards 
Sonic Boom! 
Dorm Raids 
Social Media 
Brand Rollout 
Jeanne Fra...
1,830 Facebook Likes 
Jeanne Frazer | vitalink®
Nurturing 
Diverse 
Friendly 
Family 
Pride 
Community Service 
History 
Technology (iPad Initiative) 
Jeanne Frazer | vit...
Jeanne Frazer | vitalink®
“Happy” 
David Hoard | Jackson State University | Jeanne Frazer | vitalink® | Andrea Ferguson | AndiSites 
http://youtu.be...
The Website 
Andrea Ferguson | AndiSites
Research 
Simplification & Consistency 
Brand Integration 
IT & Infrastructure 
Maintenance & Administration 
Andrea Fergu...
Andrea Ferguson | AndiSites 
Research
Andrea Ferguson | AndiSites 
Simplification & Consistency
Andrea Ferguson | AndiSites 
Brand Integration
Host ourselves or host externally? 
Manage it ourselves or hire someone? 
What about backups? 
What about failovers? 
What...
Andrea Ferguson | AndiSites 
Maintenance & Administration
Andrea Ferguson | AndiSites 
Free and easy… 
1.Look at your analytics; ask around for insights. 
2.Simplify & streamline y...
Andrea Ferguson | AndiSites 
Worth the investment… 
1.Responsive design 
2.Consistent, contemporary look-and-feel 
3.Prope...
Where Are We? 
David Hoard | Jackson State University 
http://youtu.be/2vDmDQKQKZQ
David Hoard | Jackson State University 
Alignment 
Leadership 
Results-oriented 
One JSU focus 
Vendor dialogue 
Keys to S...
Enrollment - increases 6 straight semesters 
Giving - up 3 consecutive years 
Morale and awareness up 
JSU App from 0 to 3...
Questions & Answers 
David Hoard Jeanne Frazer Andrea Ferguson dwhoard59@gmail.com jeanne@vitalinkweb.com andrea@andisites...
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Identity Crisis to Record Enrollment & Alumni Giving | The JSU Story

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In 2012, a change in Jackson State University’s administration prompted them to look at their marketing with a fresh set of eyes knowing they wanted a quantum leap in the brand. The new administration saw a dated brand, inconsistent usage, and a series of disjointed, hard-to-navigate websites that made a poor first impression. They selected the team of vitalink (http://www.vitalinkweb.com) and AndiSites Inc. (http://www.andisites.com) to help with development of a new strategic marketing plan, updated brand platform and combining more than a hundred websites into one cohesive, branded jsums.edu. The result: Record student enrollment and alumni giving in a time when all but one other Mississippi university saw declines.
How did JSU do it?
The key was a research-based brand revitalization process that engaged stakeholders from day one. The process included secondary and primary research, including a comprehensive survey of multiple key stakeholder groups – from students, faculty, and alumni to community and business leaders. An independent analysis of the marketing and communications department showed strengths and weaknesses to address for a flawless brand rollout. A comprehensive style guide was created and training structured for consistent application of the new brand. Templates were created for video and printed pieces to ease department resources and present a cohesive look. Finally, action plans were created as part of a fully integrated brand development initiative and website rollout.
The process encouraged feedback and stakeholder buy-in. A teaser campaign included outdoor advertising, signage on buildings, and social media, culminating in the introduction of the new logo at…drumroll please…halftime at a JSU home football game to the sounds of the school’s legendary band, the Sonic Boom of the South. Rollout continued with outdoor, social media, and the JSU Street Team building excitement with dorm “raids” and new logo item give-aways. Alumni were engaged in the process and persuaded to support their alma mater through a series of targeted communications. The end result: a brand that demands attention and encourages action.

This case study was presented at the 2014 American Marketing Association Symposium for the Marketing of Higher Education by Jeanne Frazer, Andrea Ferguson and David Hoard.

Published in: Education
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Identity Crisis to Record Enrollment & Alumni Giving | The JSU Story

  1. 1. Identity Crisis to Record Enrollment & Alumni Giving Andrea Ferguson David Hoard Jeanne Frazer AndiSites Jackson State University vitalink®
  2. 2. David Hoard Jeanne Frazer Andrea Ferguson Jackson State University vitalink® AndiSites Client Partner Brand Development Website Development Meet the Team
  3. 3. 2009: A year of turmoil… 3 years of enrollment decline Low morale Slow rebound from recession Limited marketing dollars JSU president resigns David Hoard | Jackson State University
  4. 4. Leadership and a new beginning… Accountability Performance Excellence Customer Service David Hoard | Jackson State University
  5. 5. 100 students = $1M David Hoard | Jackson State University Marketing = Investment
  6. 6. Jackson State in Midst of All-Time Great HBCU Branding Campaign. “If branding, or lack thereof at historically black colleges is at crisis level, Jackson State University must not have gotten the memo. In the last nine months, the university has changed its logo, redesigned its website, (and) made national headlines…” ~ hbcudigest.com article
  7. 7. Jeanne Frazer | vitalink®
  8. 8. Jeanne Frazer | vitalink®
  9. 9. Jeanne Frazer | vitalink® http://www.vitalinkweb.com/university-brand-revitalization/
  10. 10. Jeanne Frazer | vitalink® http://www.vitalinkweb.com/solutions/strategic-marketing-research/
  11. 11. I have something to say Jeanne Frazer | vitalink®
  12. 12. Tease Campaign JSU Building Banners Outdoor Billboards Sonic Boom! Dorm Raids Social Media Brand Rollout Jeanne Frazer | vitalink®
  13. 13. 1,830 Facebook Likes Jeanne Frazer | vitalink®
  14. 14. Nurturing Diverse Friendly Family Pride Community Service History Technology (iPad Initiative) Jeanne Frazer | vitalink®
  15. 15. Jeanne Frazer | vitalink®
  16. 16. “Happy” David Hoard | Jackson State University | Jeanne Frazer | vitalink® | Andrea Ferguson | AndiSites http://youtu.be/6fTIEJ2P5Bg
  17. 17. The Website Andrea Ferguson | AndiSites
  18. 18. Research Simplification & Consistency Brand Integration IT & Infrastructure Maintenance & Administration Andrea Ferguson | AndiSites The Website
  19. 19. Andrea Ferguson | AndiSites Research
  20. 20. Andrea Ferguson | AndiSites Simplification & Consistency
  21. 21. Andrea Ferguson | AndiSites Brand Integration
  22. 22. Host ourselves or host externally? Manage it ourselves or hire someone? What about backups? What about failovers? What’s the worst that could happen? Andrea Ferguson | AndiSites IT & Infrastructure
  23. 23. Andrea Ferguson | AndiSites Maintenance & Administration
  24. 24. Andrea Ferguson | AndiSites Free and easy… 1.Look at your analytics; ask around for insights. 2.Simplify & streamline your navigation. 3.Add dramatic photography & video. 4.Cut content that’s old or irrelevant.
  25. 25. Andrea Ferguson | AndiSites Worth the investment… 1.Responsive design 2.Consistent, contemporary look-and-feel 3.Proper research to define your goals & see how people are actually using your site 4.An easy-to-use Content Management System
  26. 26. Where Are We? David Hoard | Jackson State University http://youtu.be/2vDmDQKQKZQ
  27. 27. David Hoard | Jackson State University Alignment Leadership Results-oriented One JSU focus Vendor dialogue Keys to Success
  28. 28. Enrollment - increases 6 straight semesters Giving - up 3 consecutive years Morale and awareness up JSU App from 0 to 30k users David Hoard | Jackson State University The Culmination…
  29. 29. Questions & Answers David Hoard Jeanne Frazer Andrea Ferguson dwhoard59@gmail.com jeanne@vitalinkweb.com andrea@andisites.com 336.404.3090 919.850.0605 919.704.4683 www.linkedin.com/in/jeannefrazer/

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