Full Sail University Brand Case Study


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This is a brand case study about Full Sail University done for my IMMS program at Full Sail by Brian Tudor

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  • Full Sail University Brand Case Study

    2. 2. ABOUT FULL SAIL UNIVERSITY Full Sail was founded in 1979 Full Sail is located in Winter Park, Florida Full Sail is home to more than 7000 students from all 50 U.S. states and 65 countries. Full Sail offers 23 Master of Science, Master of Fine Arts, Bachelor of Science, and Associate of Science Degrees that span the field of entertainment media. Each of Full Sail’s degree programs is comprised of a unique and carefully designed set of components that, when combined, create the blueprint for a Real World Education. All Full Sail degree programs are accredited by the Accrediting Commission of Career Schools and Colleges (ACCSC)
    3. 3. THE FULL SAIL UNIVERSITY BRAND IMAGE Real World Experience Success Knowledge Passion Innovation Technology
    4. 4. THE FULL SAIL DIFFERENCE Real World Experience Learn the Industry Pipeline Work on projects using the same method as in the industry You Produce Real Projects Completing real projects is key in securing employment after graduation You Interact with Professionals Learn from industry professionals with real world experience Innovative Education Professionalism Global Professionalism Standards (GPS)
    5. 5. THE FULL SAIL DIFFERENCE The only university offering an Internet Marketing Master’s of Science Degree Accelerated Degree Programs eBooks and Macbook Pro included in tuition and fees for all online student
    6. 6. FULL SAIL UNIVERSITY THE COMPETITION Key Competitors for Full Sail University
    7. 7. FULL SAIL UNIVERSITY AND THE 22 LAWS OF BRANDING Demonstrates these Laws of Branding The Law of the Category The Law of Publicity The Law of the Shape
    8. 8. THE LAW OF THE CATEGORY A leading brand should promote the category, not the brand. The most efficient, most productive, most useful aspect of branding is creating a new category. Created Internet Marketing Masters of Science Degree Project LaunchBox
    9. 9. THE LAW OF PUBLICITY The birth of a brand is achieved with publicity, not advertising. A new brand must be capable of generating favorable publicity in the media or it won't have a chance in the marketplace. Full Sail University in the news
    10. 10. THE LAW OF THE SHAPE A brand's logotype should be designed to fit the eyes. Both eyes. A customer sees the world through two horizontally mounted eyes peering out of the head. For maximum visual impact, a logotype should have a horizontal shape. The ideal shape is 2 1 /4 units wide by 1 unit high. Full Sail’s logo meets the horizontal shape Full Sail’s logo is designed to fit the eyes Full Sail’s logo is simple and stands out Full Sail’s logo memorable
    11. 11. FULL SAIL UNIVERSITY AND THE 22 LAWS OF BRANDING Breaks these Laws of Branding The Law of the Name The Law of Change
    12. 12. THE LAW OF THE NAME In the long run, a brand is nothing more than a name. In the short term, a brand needs a unique idea or concept to survive. But in the long term, all that is left is the difference between your brand name and the brand names of your competitors. Shorter names that are unique and memorable are far stronger than longer, vague or generic names. Full Sail’s name is a little confusing: Is it a sailing school? Is it a university or a business? Students have to explain the name whenever talking about Full Sail University.
    13. 13. THE LAW OF CHANGE Brands can be changed, but only infrequently and only very carefully. Nothing is absolute and there are exceptions to every rule. Change at your own risk! Multiple Name Changes Full Sail Center for the Recording Arts Full Sail Real World Education Full Sail University Multiple Logo Changes
    14. 14. FULL SAIL UNIVERSITY BRANDING Full Sail Website www.FullSail.edu Reinforces Full Sail’s Focus Online Bookstore - The HangR Full Sail Apparel Shows Full Sail’s Dynamic Education Programs Clothing Full Supplies & Accessories Pens & Pencils Bags Stickers Misc
    15. 15. FULL SAIL UNIVERSITY BRAND SUSTAINABILITY Expand apparel offerings in the HangR Continue to offer new and exciting degree programs Like the new Creative Writing Master of Fine Arts Online Degree Avoid changing the Full Sail name again, University Keep the Full Sail logo static, brings added credibility do not continue the revolving door of logo changes.
    16. 16. FULL SAIL UNIVERSITY INTERNET MARKETING MASTER OF SCIENCE Only program of it’s kind Allows students to step directly into New Media leadership roles within companies of any industry
    17. 17. FULL SAIL UNIVERSITY ROOM FOR IMPROVEMENT Consider adding a logo mission statement to the Full Sail website This will cut down on confusion - Why and airplane? Publish releases and breaking news though out the country to grow the Full Sail Community Expand partnership with Apple to help grow LaunchBox to the next level of online learning
    18. 18. FULL SAIL UNIVERSITY STUDENT ADVANTAGES Student Improvement Professional Growth Cutting Edge Education Master’s Level Skill Set Improved Employment Viability
    20. 20. REFERENCES Full Sail University. (n.d.). Retrieved February 11, 2010 from www.fullsail.edu Google News. (n.d.) Retrieved February 11, 2010 from http://news.google.com/archivesearch?as_user_ldate=2008&as_user_hdate=2010&q=full+sail +university&scoring=a&hl=en&ned=us&um=1&q=full+sail+university&lnav=od&btnG=Go N.D. (December 25, 2009). Full Sail University named first school to house a dolby digital print master facility in the state of Florida. [Press Release]. Winter Park. PRWeb. Ries, A. & Ries, R. (2002). The 22 immutable laws of branding. New York, NY: HarperCollins Publishing. Weissman, K. (January 31, 2010). Full Sail University to provide post location for the 2010 Global Game Jam. [Press Release]. Winter Park. PRWeb. Wells, T. (2008). Full Sail offers online Internet Marketing degrees. Retrieved February 10, 2010 from http://www.seochat.com/c/a/Search-Engine-News/Full-Sail-Offers-Online-Internet-Marketing-Degrees/