Jacksonville State University- Rebranding a University
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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.
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Jacksonville State University- Rebranding a University
- 1. todays mission share and discuss. review strategy and development of the JSU brand. discuss next steps for moving forward.
- 2. the situation: Accepting more conditional students. Retention rates declining. Trying to reach 10,000 student goal. Distance education program.
- 3. Current Future JSU Student Student 1st Generation Higher ACT scores (avg. 22) Lower Income International/Transfer Conditionally Accepted Financially dependable Financial Aid Online SEMP + NEW BRAND IDENTITY
- 5. community college limited social and academic opportunities anonymous party school JUST SHOW UP athletics over academics cheap easy to get into secondary absence of awareness
- 7. Perception parents school identity mentors entertainment pop peers culture teachers technology media
- 8. Rational accredited schools individual attention location Emotional the right size good fit for me great value respected institution great faculty pride in school campus facilities understands who I am acceptance
- 9. respected school smart decision a new perception
- 17. perception of university in relation to other schools JSU low end high end
- 19. 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.
- 20. potential current alumni influencers students give JSU relevancy instill pride and need to give make JSU a and resume appeal. promote connection alumni a reason to recommended make it a smart on campus. reengage. option. decision for them and their parents.
- 21. the strategy: Revolutionize the way people identify with Jacksonville State University. Reposition JSU as a respected leader in the region. Reinvigorate the current study body and alumni support for JSU.
- 22. 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.
- 23. How we think about logos
- 24. Our Beliefs #1 A logo doesn’t have to do everything But it does have to do some things well
- 25. Our Beliefs #2 subtle encodes can remove significant hurdles QuickTime™ and a TIFF (LZW) decompressor are needed to s ee this picture. quality, progressive, leader
- 26. Our Beliefs #3 You only get one chance But, it is still only the beginning of the dialogue
- 27. Our Beliefs #4 Encode messages that can be unlocked by the viewer Encodes get Relationship gets decoded deeper Recall and affinity are enhanced
- 28. QuickTime™ and a TIFF (Uncompres sed) decom press or are needed to see this picture.
- 29. Our Beliefs #5 There are many different ways to skin a cat.
- 30. where are we currently?
- 32. traditional up to date academic collegiate evolution expected
- 33. where could we go?
- 35. Modern Energetic Personable Own-able Progressive Distinct Iconic
- 36. Repositioning starts with hitting reset. Our communication messaging should exceed their expectations.
- 37. campaign concept
- 38. 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.
- 44. TV
- 46. website
- 48. microsite
- 50. 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.
Editor's Notes
- It’s the little things encoded into a font or an icon’s treatment that can overcome major hurdles like lack of modernity, lack of national relevance, leadership intonations, overcome the negative/punitive associations of peer reviewer and build in a sense of collaboration, advocacy, or common ground. And while they may seem highly subjective - we have experts who study these very issues, went to art school for this exact reason
- Encoded messages are unlocked by the viewer - as they unlock them and decode the encoded messages they build a deeper relationship to the brand - we build in “gets” we want them to take away. Sometimes we build in several that are unlocked over time as the relationship with the brand evolves. An example is the nike swoosh - first it encodes speed, kinda feels like wings - that’s a good thing for a sport shoe - and once I get it as a consumer I feel special for having decoded it and that feeling turns into recall potential. But as your affinity for the brand grows the relationship with the brad can get deeper - NIKE is the winged victory goddess from Greek mythology and she had wings on her feet - the swoosh represents those wings, the name decodes for the goddess - how clever of a shoe company focused on sport and how clever of me - a consumer - for getting it.
- Encoded messages are unlocked by the viewer - as they unlock them and decode the encoded messages they build a deeper relationship to the brand - we build in “gets” we want them to take away. Sometimes we build in several that are unlocked over time as the relationship with the brand evolves. An example is the nike swoosh - first it encodes speed, kinda feels like wings - that’s a good thing for a sport shoe - and once I get it as a consumer I feel special for having decoded it and that feeling turns into recall potential. But as your affinity for the brand grows the relationship with the brad can get deeper - NIKE is the winged victory goddess from Greek mythology and she had wings on her feet - the swoosh represents those wings, the name decodes for the goddess - how clever of a shoe company focused on sport and how clever of me - a consumer - for getting it.
- Encoded messages are unlocked by the viewer - as they unlock them and decode the encoded messages they build a deeper relationship to the brand - we build in “gets” we want them to take away. Sometimes we build in several that are unlocked over time as the relationship with the brand evolves. An example is the nike swoosh - first it encodes speed, kinda feels like wings - that’s a good thing for a sport shoe - and once I get it as a consumer I feel special for having decoded it and that feeling turns into recall potential. But as your affinity for the brand grows the relationship with the brad can get deeper - NIKE is the winged victory goddess from Greek mythology and she had wings on her feet - the swoosh represents those wings, the name decodes for the goddess - how clever of a shoe company focused on sport and how clever of me - a consumer - for getting it.