This presentation was created to explain the goals of Student Affairs Marketing at Boise State University, depict their audience, and break down the journey taken as a university in relation to old brand standards, new standards, and where sub-brands fit into the evolving picture.

1. CRASH
COURSE
Student Affairs Marketing

2. 1. STUDENT AFFAIRS
2. AUDIENCE
3. DESIGN PROCESS
4. STYLE SHEETS & WEBSITE
5. MOVING FORWARD

3. STUDENT AFFAIRS

4. “What students do during college
counts more for what they learn
and whether they will persist in
college than who they are or
even where they go to college.”
- George Kuh

5. VISION
STUDENT AFFAIRS
MISSION
STUDENT AFFAIRS
Boise State University Student Affairs connects
with students to provide vital services,
resources, and learning opportunities preparing
them for work and life beyond the blue.
As a result of our work every Boise State
student is more self-aware, community
oriented and prepared to change the world.

6. SATISFACTION
ACHIEVEMENT IN THE
CLASSROOM
RETENTION
PERSISTENCE
EDUCATIONAL
DEVELOPMENT
CRITICAL
THINKING SKILLS
INTEREST IN
WELL-BEING
OF OTHERS
SELF-CONFIDENTDECISION
MAKING SKILLS
BETTER PREPARED
FOR POST-COLLEGIATE LIFECAREER ADVANCEMENT

7. INVOLVED
GET STUDENTS
CHANGE THE WORLD
SO THEY CAN

8. students can get involved
BEFORE
they can change the world
That’s where we come in.
BEFORE
THEY NEED TO KNOW
WHAT OPPORTUNITIES ARE AVAILABLE.

9. AUDIENCE

10. BOISE STATE
UNIVERSITY
POTENTIAL BOISE STATE STUDENTS
& BOISE STATE ALUMNI
Communications & Marketing, Admissions, the Alumni Association

11. BOISE STATE
UNIVERSITY
CURRENT BOISE STATE STUDENTS
Student Affairs Marketing

12. CRAZY
BUSY
OVERWHELMED
WITH CHOICES
DON’T
READ
SHORT
ATTENTION SPANS

13. DESIGN PROCESS

14. LITTLE BRANDING
LOTS OF VARIETY
Where We Started:

15. STRONGLY BRANDED
LITTLE VARIETY
Boise State Brand:

16. LITTLE BRANDING
LOTS OF VARIETY
Where we started:
Too focused on
the “small picture.”
Little department
or divisional affiliation.
Little brand recognition or
coorelation with university.
Do not stand apart
from non-Boise State
marketing materials.
Too focused on
the “big picture.”
Little department
or divisional affiliation.
Cost of learning about
involvement is too high.
Marketing materials blend
together with a lack of nuance
and dimension.
STRONGLY BRANDED
LITTLE VARIETY
Boise State brand:

17. It’s an affiliated brand that tells a specific
story to a specific audience segment.
Sub-brands are different chapters of the same
book, and they fit with the overall plot.
WHAT IS A SUB-BRAND?

18. – Zehno Cross Media Communications
“Building successful sub-brands is different from the free-for-all
that exists where there’s no central brand and every unit just
wings it. A sub-brand is strategic, it echoes the themes of the
institutional brand and it exists to highlight reputation-building
programs aimed at specific audiences. Successful sub-brands
might change up the university slogans or styling, but they tell
the same institutional story.
If nurtured and in sync with the overall brand, these sub-brands
add to the public’s understanding of an institution and amplify
the good will directed toward it.”

19. LITTLE BRANDING
LOTS OF VARIETY
SUB-BRANDS
WITH NUANCE
Where we started:
Our ideal Position:
STRONGLY BRANDED
LITTLE VARIETY
Boise State Brand:

20. STYLE SHEETS
& WEBSITE

21. 1. Audience
2. Cost
3. Prior marketing investment
4. Common elements from past materials
5. New Boise State brand
6. Practicality
FACTORS:

22. Misconduct
Parents and
Families
Other
Services
FORMS
Legal
ServicesCAREPhone #
PMS 286
#0039A6
PMS 172
#F9461C
49E
#213553
PMS 151
#FF7900
4ES
#2270AC
PMS 159
#C75B12
02X
#838487
GLYPH
ZAPF
DINGBATS
U + 274
GLYPH
ZAPF
DINGBATS
U + 274
Office of the Dean of Students
IDENTITY TOOLBOX
DEAN OF STUDENTS
BULLETS
This is the university approved logo for
the Dean of Students
The Dean of Students color palette begins with the University School colors and are followed
by complementing colors derived from the Boise State secondary color palette.
A diagonal stripe is the identifying pattern for Dean of Students material. It is usually laid over
solid colors and imagery at a reduced opacity for subtle texture.
The following icons have been designed specifically for the Dean of Students services. Below is
a reference list to indicate which services each icon represents. Use the Icon when appropriate.
The following glyphs are from the Zapf Dingbats type and are used as bullets.This is a sub identifier for the Dean of
Students. It must never be used as a logo
or separate from the university logo.
FORMS, SHAPES & APPLICATION
UNIVERSITY LOGO AND SECONDARY IDENTIFIER
COLORS, PATTERNS, AND ICONS
A rectangle with a 45 degree angled notch in the bottom right or left is the Dean of Students
identifying shape. Below are the varations available for use.
Gotham and Garamond are the approved fonts per University brand standards.
TYPOGRAPHY

23. IDENTITY TOOLBOX
STUDENT INVOLVEMENT AND LEADERSHIP CENTER
ILLUSTRATIONS & INFOGRAPHICS
This is the university approved logo for the
Student Involvement and Leadership Center.
Clean linework of bold and light tones is used when creating illustrations and/or infographics.
Fill colors must be different from the color of the lines themselves, and chosen from the
department color palette.
This is a sub identifier for the Student
Involvement and Leadership Center. It must
never be used as a logo or separate from the
university logo.
UNIVERSITY LOGO AND SECONDARY IDENTIFIER SHAPES & PHOTOGRAPHY
Parenthesis are the identifying shapes
for the Student Involvement and
Leadership Center. They are meant to
encircle items of interest.
Photography is bold, featuring high
contrast and saturated colors.
The Student Involvement and Leadership Center’s color palette is based on complementing
colors derived from the Boise State secondary color palette and University colors.
COLORS, PATTERNS, AND ICONS
Gotham and Garamond are the approved fonts per University brand standards.
TYPOGRAPHY
PMS 151
#FF7900
0/55/100/0
PMS 285
#0073CF
90/48/0/0
4EW RUSH
#2D4174
100/84/25/13
PMS 2995
#00A9E0
87/1/0/0
01P DK STEEL
#6D6D70
0/0/0/70
PMS COOL 5
#B2B4B3
15/9/8/22
79R SUN
#ECB930
0/29/100/0
SILCStudent Involvement
and Leadership Center
PMS 286
#0039A6
PMS 172
#F9461C

24. IDENTITY TOOLBOX
MULTICULTURAL STUDENT SERVICES
This is the university approved logo for
Multicultural Student Services.
This is a sub identifier for Multicultural
Student Services. It must never be used as a
logo or separate from the university logo.
UNIVERSITY LOGO AND SECONDARY IDENTIFIER
SHAPES, PHOTOGRAPHY, TEXTURE
The identifying shape for Multicultural student services is a hand painted circular swoop. This
organic shape is balanced by a modern noise grain texture and a subtle color filter over
photography that is stacked in nice geometric blocks.
Multicultural Student Services’s color palette is based on complementing colors derived from
the Boise State secondary color palette and University colors.
COLORS, PATTERNS, AND ICONS
Gotham and Garamond are the approved fonts per University brand standards.
TYPOGRAPHY
MSSMulticultural Student Services
02W BEST
#4C5B52
72/47/63/32
2BB AMBER
#B4835F
0/41/57/24
741 TWINE
#DBB77E
8/28/57/0
4ET BLUE
#264B54
96/56/53/36
49E LIBERTY
#213553
100/80/38/37
WARM RED
#F7403A
0/86/80/0
PMS 184
#F4587A
0/76/32/0
PMS 286
#0039A6
PMS 172
#F9461C

26. IDENTITY TOOLBOX
WOMEN’S CENTER
This is the university approved logo for the
Women’s Center.
This is a sub identifier for the Women’s
Center. It must never be used as a logo or
separate from the university logo.
UNIVERSITY LOGO AND SECONDARY IDENTIFIER
SHAPE, PATTERN, & REPEATING ELEMENTS
The identifying shape for the Women’s Center is a square with rounded corners, with circles as
a complimenting shape. They work in tandem with a dot pattern and an organic, plant-like
motif. All graphic elements are used with an organic, curvilinear emphasis; they “flow” across
the page.
The Women’s Center’s color palette implements complementing colors derived from the Boise
State secondary color palette in soft, muted tones. They are often mixed and overlayed on top
of each other with varying opacities.
COLORS, PATTERNS, AND ICONS
Gotham and Garamond are the approved fonts per University brand standards.
TYPOGRAPHY
LIME GREEN
#B1BE45
37/10/100/0
3CH ENERGY
#284C97
94/0/30/24
60%
51 L COURT
#46398C
88/95/4/0
35%
69X TEAM
#7E1F39
28/100/71/25
45%
PMS COOL 5
#B2B4B3
15/9/8/22
WCWomen’s Center
69X 45%
OVERLAY

27. MOVING FORWARD

28. – Zehno Cross Media Communications
“When managed well, sub-brands benefit
by being linked to the bigger brand, and
they ultimately strengthen the parent
brand by adding dimension.”