1. Reverse Transfer Program Marketing Proposal
Christopher Hockey, Associate Director of Transfer Success & Technology
SUNY System Administration
October 30, 2015

2. 2
Program Description- What is the Reverse Transfer Program?
Reverse transfer is a SUNY initiative created to provide students a way to transfer their
credits from any four year SUNY school to their previously enrolled two year SUNY school, in
order to obtain their Associates degree. This initiative is for both traditional and nontraditonal
students. This initiative allows students who may have had to leave the tradtional track of higher
education for any kind of event to earn the credit they deserve.
Audience
Due to the nature of the Reverse Transfer Program we have two student audiences as well as
a nonstudent audience for our material. Our first group of audience are students who are currently
attending a two year school within the SUNY system and are planning on transferring to a four year
SUNY campus before earning their Associates degreee. The other student audience are students
who are currently attending a four year campus that transferred from their two year SUNY school
before earning their Associates degree. The nonstudent audience are parents and legal guardians of
the student. Many students have parental or familial support and could inform students about the
program and encourage them to participate.
Branding
The purpose and goal for the branding of this Reverse Transfer Program is to have a unique
and recognizable look that will be synomymous with the program itself. We hope that the standard
look of our branding will allow students to easily recognize and place the logo and branding with
the program. Branding the reverse transfer program with a specific logo will help students
immediately recognize the program when informational materials and communications are
distributed to the various audiences.
It is proposed to use the SUNY colors of PMS 287 blue and pure white, along with using the
preferred typefact of AauxProOT, in print and web materials to esnure its connection and

3. 3
recognition as a SUNY wide initiative. In addition, it is proposed that an imagery aspect of the
branding would include a diploma or graduation cap to depict the concept of success and
completion.
Communication
The goal of communications for the Reverse
Transfer Program is to inform students that the
initiative is live and available to them.
Communication strategies should inform students that
the program exists, what the program is, how they can
engage in it, and what are its benefits. It is proposed that communication strategies utilize a tagline
of “life happens”. This tagline suggests that students can be prepared with an Associates degree
through reverse transfer when unexpected life events occur. Several strategies can be used to spread
this message across the University system.
One potential strategy for marketing this initiative is to create a video, interviewing students,
about why they chose to participate in reverse transfer. This video could be placed on SUNY’s
YouTube channel and shared with campus faculty, advisors and administrators to share with the
students on their respective campuses. Another potential strategy is to place marketing materials in
campus admissions packets so that the program information can reach the students and parents
directly.
Deadline
The soft deadline for the launch of material for the Reverse Transfer Program is February
2016 for use by the fall 2016 school year.