THE IMPORTANCE OF WHOLE-CAMPUS BRANDING
Blog Post, Posted on February 13, 2015
Phinney Bischoff recently participated in the CASE (Council for Advancement and Support of Education) District VIII conference. Universities, colleges and polytechnic institutes from the Pacific Northwest and Canada converged in Seattle to discuss issues in advancement, best practices in strategic planning and to analyze and celebrate the best in marketing communications within their sector.
One key trend is the increased effectiveness of comprehensive integrated brand and marketing strategy across the entire university. Traditionally, it has been the preference for individual colleges and programs within a university system to carve out distinct brands for themselves (think Haas School of Business at Berkley). But with budgets tightening and marketing departments striving to maximize their efforts, we are seeing a shift towards leveraging resources campus-wide to focus on the umbrella brand of the university as a whole. This practice is exemplified in our recent work with Portland State University’s “Be Fearless” campaign.
University Business highlighted this shift in a feature article that focuses on best practices identified by institutions that have succeeded in this effort. The benefits are overwhelmingly positive, impacting everything from enrollment and strategic planning to fundraising initiatives and academics.