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.
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
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.
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.
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.
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.